A “Project Report on Himalayan Java’s Digital Marketing” by RUSS Craftshala

Kathmandu University School of Management (KUSOM)

“Digital Marketing”

Balkumari, Lalitpur

Submission Date:

August 13th , 2018

KATHMANDU UNIVERISITY SCHOOL OF MANAGEMENT

Project Report on Himalayan Java

Digital Marketing

Submitted By:

Raj Maharjan (17317)

Swarna Maharjan (17318)

Uttam Rai (17324)

Himalayan Java | Digital Marketing I

ACKNOWLEDGEMENT

This report entitled “Project Report on Himalayan Java” has been prepared in partial

fulfillment for the degree of Master of Business Administration (MBA). This report is not a

work of an individual but an outcome of contributions made by many. We extend our sincerest

thanks to all the people whose contributions, generosity, and efforts have made this report

possible.

First of all, we would like to thank our course facilitator Mr. Binod K. Shrestha and Ms. Unita

Shrestha for designing the project work for us, and for striving to push us further in our efforts

with his guidance, support, and occasional pressures. This study would not have been

successfully possible without his constant backing and guidance.

Finally, we would like to thank Kathmandu University School of Management (KUSOM) for

providing us with the platform, which has made it possible for us to get involved in such

worthwhile endeavors.

Sincerely,

RUSS Craftshala

Raj Maharjan (17317)

Swarna Maharjan (17318)

Uttam Rai (17324)

Himalayan Java | Digital Marketing II

Table of Contents

Acknowledgement ........................................................................................................................... I

List of Tables ................................................................................................................................ IV

List of Figures ............................................................................................................................... IV

Chapter 1 Introduction .................................................................................................................... 1

1.1 Himalayan Java ..................................................................................................................... 1

1.2 Products and Services ........................................................................................................... 1

Chapter 2 Envrionmental Analysis ................................................................................................. 3

2.1 Macro Environment Analysis of Nepal in Digital Context .................................................. 3

2.2 Micro environment Analysis................................................................................................. 4

Chapter 3 Marketing Strategies ...................................................................................................... 6

3.1 Segmentation, Targeting and Positioning ............................................................................. 6

3.2 7P’s of Himalayan Java ........................................................................................................ 7

3.3 7S’ in Digital Marketing of Himalayan Java ........................................................................ 8

3.3.1 Strategy .......................................................................................................................... 8

3.3.2 Structure ......................................................................................................................... 8

3.3.3 System ............................................................................................................................ 8

3.3.4 Staff ................................................................................................................................ 9

3.3.5 Style ............................................................................................................................... 9

3.3.6 Skills .............................................................................................................................. 9

Himalayan Java | Digital Marketing III

3.3.7 Shared Values ................................................................................................................ 9

Chapter 4 Digital Platform ............................................................................................................ 11

4.1 Facebook ............................................................................................................................. 11

4.2 Website ............................................................................................................................... 11

Chapter 5 Analysis of digital marketing ....................................................................................... 12

5.1 Facebook ............................................................................................................................. 12

5.2 Website ............................................................................................................................... 13

5.3 Himalayan Java’s Capacity to go Digital............................................................................ 14

Chapter 6 Conclusion and Suggestion .......................................................................................... 15

6.1 Conclusion .......................................................................................................................... 15

6.2 Suggestions ......................................................................................................................... 15

6.2.1 Expansion..................................................................................................................... 15

6.2.2 Refinement ................................................................................................................... 16

6.2.3 Initiation ....................................................................................................................... 17

Chapter 7 Reflection ..................................................................................................................... 19

References ..................................................................................................................................... 20

ANNEX I ...................................................................................................................................... 21

ANNEX II ..................................................................................................................................... 22
Himalayan Java | Digital Marketing IV

LIST OF TABLES

Table 1: Segmentation for Himalayan Java .................................................................................... 6

Table 2: Service Marketing Mix for Himalayan Java ..................................................................... 7

Table 3: Keyword Analysis for Coffee ......................................................................................... 13

Table 4: Acutal Keywords Leading to the Page ........................................................................... 13

LIST OF FIGURES

Figure 1: PESTL Analysis .............................................................................................................. 3

Figure 2: Micro-Environment Analysis .......................................................................................... 5

Figure 5: Brief structure of Himalayan Java ................................................................................. 21

Himalayan Java | Digital Marketing 1

CHAPTER 1

INTRODUCTION

1.1 Himalayan Java

Himalayan Java, founded by are Gagan Pradhan and Anand Gurung, in 1999 is the first

Specialty Coffee house in Nepal which excels in quality and customer service The started with

the first outlet opened in Heritage Plaza in Kamaladi, Kathmandu to attract the office goers but

was later shifted to current outlet in Thamel. Himalayan Java has now been doing business for

over the fifteen years when the company has grown and progressed in many areas. (Himalayan

Java, 2014).

Mission Statement: Himalayan Java is the first specialty coffee house in Nepal. With a strong

core belief of socially responsible entrepreneurship. Our mission is to promote the fledgling

Nepalese coffee industry by investing in the people from grower to consumer and to create an

awareness by promoting Nepalese coffee domestically and in the international niche market.

(Himalayan Java, 2014).

1.2 Products and Services

Himalayan java coffee: Major product that Himalayan java sells is specially brewed organic

Nepali coffee. Himalayan java sells Nepal grown specialty coffee which comes in different

variations. Along with that they also sell food and other drinks but coffee is its major product. It

sells varieties of drinks mostly based upon the espresso.

Coffee Equipment: Himalayan Java is the sole distributors in Nepal for the various coffee

equipment and products. List of the coffee equipment that they sells are: 1000 Espresso Machine,

Coffee Brewer, Barista Tools, Bodum Mug and Coffee maker, La Marzocco Linea, Oscar single,

Appia (Single and Double), Mazzer : Super jolly grinder, Blendtec blender.
Himalayan Java | Digital Marketing 2

Barista Training: Himalayan Java Barista workshops are designed to give the information and

training needed to succeed in today’s highly competitive retail specialty coffee market.

Workshop sessions include lectures and demonstrations followed by hands-on practice.

(Himalayan Java, 2014)

Himalayan Java | Digital Marketing 3

CHAPTER 2

ENVRIONMENTAL ANALYSIS

2.1 Macro Environment Analysis of Nepal in Digital Context

Macro environment are the factors that are outside of direct control of the business. The

government policy and the political situation influence the activities of any company. Society

factor impacts on the consumers’ habit as it influence customer’s belief and psychology that lead

to the decision of buying online or not. The speed of developing internet and technology in each

country will decide the method of doing business at the modern digital era. The micro

environment analysis of Nepal in digital context are:

Political
• Lack of Proper Internet Governance
• No extra tax on business for use of internet
Economic
• Affordability of Internet and digital technologies
• Globalisation of digital power allowing for increased use with same limited resources
Social
• Wide acceptance of internal and digital media for advertising
• Decrease in social exclusion in use of internet
Technological
• New generation already in early majority of diffusion model
• Peak of inflated expectation for every business
• Availability of many digital alternatives in mobiles, SMS and fast developing trends in e
and mobile commerce
Legal and Ethical
• Privacy issues on the rise
• No proper Legislation for the use of internet yet (cyber law)
• Lack of proper developed mechanism for creation of legal digital based entity

Figure 1: PESTL Analysis

Himalayan Java | Digital Marketing 4

2.2 Micro environment Analysis

Micro environment Involves forces or organizations that a firm deals with on an everyday

basis as suppliers, competitors, customers, intermediaries and staff. All of them have direct

interest within the activities of the firm and are clearly accomplished by its actions. With the

micro environment, it's vital to notice that changes to the digital market happen internally to the

business. Macro environment factors are seen as uncontrollable whereas micro factors are seen

as manageable factors. Micro environment that influence Himalayan Java are:

Marketplace
• High Competition between coffee house
• Use of Digital Marketing as a channel for information and promotion.
• Easy digital marketing tools in disposal used to create additional values such as online
order and booking
Customers
• Increase in usage of internet due to decreasing cost and easy availabillity in urban areas
• Consumers are open to being influenced from online channel
• Confident shoppers and Bargain hunters dominating the urban areas in terms of e-
commerce transactions
• easier to create customer personas by more accurate targeting within social media.
Competitors
• Many coffee houses already using Internet especially Social Media for Marketing
• Competitors taking up deals with various online dicount schemes.
• Easy to keep a close eye on its competitor using internet.
Suppliers
• Poor Internet Service Providers with flutuating service
Himalayan Java | Digital Marketing 5

Intermediaries
• Massive use of Social Media for everything from ordering till information on
delivery
• Development of new channels for service delivery with the advent of online order.
• Local Search Engine Optimization on the rise
• Paid Advertisement provided by many online intermediaries with direct link to the
consumers
• Emergence of rating sites providing clues for consumers on service before they
visit or order online
Coffee houses
• Easy model of Marketing especially through Social Media already established
• Current Trend of hiring photographers for content
• Everyone (employees) are mostly aware of how to use social media
• Trend of Check-in already on the rise
• Availablity of Internet Services in coffee houses.

Figure 2: Micro-Environment Analysis

Himalayan Java | Digital Marketing 6

CHAPTER 3

MARKETING STRATEGIES

3.1 Segmentation, Targeting and Positioning

The following is the segment that Himalayan Java has targeted in Nepal through its

marketing strategies.

Table 1: Segmentation for Himalayan Java

Geographic Country/Region Nepal

Density Urban
Demographic Age 18-24 and 25-39
Family Life Cycle Young, Single; Young, Married,
no children; Older, Single
Gender Male and Female
Social Class Middle, Upper Middle and High
Occupation Business Class, Employed class
and Students
Education BBA and MBA Graduates
Generation Generation X and Y
Psychographic Lifestyle Outdoor-oriented
Personality High Openness to experience,
Low Neuroticism, High
Conscientiousness
Behavioral Behavioral Occasion Regular
Benefits Quality
Usage Medium and Heavy User
Loyalty Medium and Strong
Readiness stage Aware, informed interest and
desirous
Himalayan Java | Digital Marketing 7

Segmented Market Targeting has been done by Himalayan Java.

Its positioning statement is: “Coffee, Conversation, Community”.

3.2 7P’s of Himalayan Java

Table 2: Service Marketing Mix for Himalayan Java

Traditional Mix Digital Mix

Products For consumers: Expresso base Coffee drinks, Creatively packaged
Breakfast, Lunch and Barista Training Information regarding
For Business: Coffee Machine and Export Company coffee, brand and
of Coffee beans machines for branding
Price Value based Pricing with premium Information on price
Place Himalayan outlets both owner owned, Franchise Information of machines
outlets and “Serving Himalayan Java” restaurant for order
Promotion Self-branding (take away cups and outlets), Digital Facebook promotions
Marketing, Sales Promotion (offers and discounts) and Website marketing
and Public Relations (partnering, traditional and through creative,
regional carnival sponsorship geared towards informative and
sustainable tourism) educational webpages
People Barista, Waiters and Franchise Owners Auto responder for
Facebook, E-mail
notification for machine
orders, FAQs, Callback
for orders
Process Speciality Coffee: Expresso 8 minutes and
Capuccino 5 minutes service standards

Request Take Thank the

Serve Payment
for order Order customer

Physical Expresso Machine, Counter, Employee uniform, Website and Facebook

Evidence Outlet Layout, Furniture’s, Take away cups, Cups, Page
Smell of roasted coffee beans
Himalayan Java | Digital Marketing 8

3.3 7S’ in Digital Marketing of Himalayan Java

McKinseys’ 7S is good model to analysis the wellbeing of the company’s marketing, its

capabilities, and gaps (Waterman Jr. & Peters, 1982). Here are the 7S to support digital

marketing for Himalayan Java.

3.3.1 Strategy

They have a niche market strategy for major outlets with newer segmented approach

coming in as they move ahead into different target segments at once. Himalayan Java’s strategy

is driven towards sustainable business eco system by supporting local farmers and Nepali

products. Through continuous innovation in coffee making technology and process.

They use digital platform to showcase and educate the customer about the coffee creating

awareness about the product. Creating liking and preference and ultimately consumption, of the

customer. Certain budget is allocated to required maintenance of the digital media decided by the

Managing Director (MD).

3.3.2 Structure

Himalayan Java has a matrix structure. (Annex) Developing the website was given to

freelancer webpage developer. Social media is handled in-house buy a designated marketing

employee, along with access to the managerial level employees. The structure well equipped to

be integrated for digital business environment.

3.3.3 System

The entire digital aspect is taken care buy the marketing person mentioned above. So

when it comes to managing customer information, experience, service, reporting of digital

effectiveness, it is done by this particular person. However, when it comes to campaign planning
Himalayan Java | Digital Marketing 9

approach it is integrated with other levels in the organization, so, area managers are involved.

Higher level campaign goes up to higher level management

3.3.4 Staff

The staffs in Himalayan Java are required to have certain qualifications. A Barista needs

+2 pass certification for getting hired. This is taken care by AVID Consultant Group who have

taken up the Human Resource Management of Himalayan Java. Employee empowerment is

frequent in Himalayan Java, the required skills are enriched and build. So, going digital is not as

farfetched.

3.3.5 Style

The vision provided by the mangers here is “Prioritize learning more than earning” so an

environment of self-development is always there. But aligned with the companies vision of

providing best quality coffee experience to the customers. This goes to the digital platform too.

Nepal is still young when it comes to true coffee drinking culture and developing it through brick

and click is the next aim of this business.

3.3.6 Skills

Employees in Himalayan Java are carefully hired. There are certain skills they should

possess along with high commitment toward work, coffee knowledge, good handling of pressure

and most importantly communication skills and hospitality. In addition to this, the person

delegated for the digital marketing needs to be well equipped with the required skills for running

the digital aspect of entire Himalayan Java, in collaboration with many intermediaries.

3.3.7 Shared Values

They have the shared value of growing together with opportunities for growth provided

for both up and down the chain line. The rise in digital platform significance is being felt by the
Himalayan Java | Digital Marketing 10

upper management. This is why the digital presence (one of the best & subtle website) is there.

The only problem is that the shared value is more leaned towards the tangibility of the product

rather than its digital presence. The webpage beautifully reflects the Himalayan Java values of

heritage, simplicity and passion for coffee. Now, it’s time to be serious in digital platforms and

take their community to the next level.

Himalayan Java | Digital Marketing 11

CHAPTER 4

DIGITAL PLATFORM

Himalayan Java is using Facebook and their website as a digital platforms to inform

and stay in touch with existing and potential customers. The main reasons for using digital

platform for Himalayan java are:

 Reduce costs of promotion

 Foster collaboration and innovation for new products and services

 Gain speed to put products on the targeted markets.

4.1 Facebook

URL: https://www.facebook.com/himalayanjava/

Himalayan java has been using Facebook to promote their products, providing

information about the products, location etc. By conducting different contest, guessing games it

has been success to create awareness and stimulate the demand. Through various schemes and

offers the success rate of retention of its customer and attraction rate of new customer is high.

4.2 Website

URL: https://himalayanjava.com/

Customer can get information and detailed about the company through its own website.

The website of Himalayan java has got neat and artistic touch. It provide various information

about the company, the product its offering, services and location. It help the company to

Reinforcing the brand, building product awareness and providing information

Himalayan Java | Digital Marketing 12

CHAPTER 5

ANALYSIS OF DIGITAL MARKETING

Himalayan Java has a very small yet noticeable digital footprint. Their platform of digital

presence include Facebook and their website. Given their strategy to incorporate all the

demographics through introduction of newer product lines, this seems to be a bit lacking. Their

primary target consumer in age of 18-34 with middle or high income, generally employed seems

to be catered to by the platforms they are part of. But, newer target markets in lower income

people, students and even adults who prefer a sip of good yet affordable coffee is not being dealt

with properly by these platforms. Even their current target market could be reached better

digitally at this moment.

5.1 Facebook

Himalayan Java due to its franchise structure has many Facebook pages for each of its

separately owned outlets. This seems to have divided the likes and follow to their page. So, their

main page (Himalayan JAVA) has 18838 likes and 18792 follows (Himalayan JAVA, 2018), as

compared to their Himalayan Java Pokhara page which has 37638 likes and 37615 follows

(Himalayan Java Pokhara, 2018). Their page seems to have a very low engagement for such a

big brand at an average of 30-35 likes and reactions per post. They seem to bit inactive because

new posts are updated at an interval of 2-3 days in average. There does not seem to be any plan

regarding what to post and building up coordinated campaign. In their wall, the posts relating to

opening of outlets, some offers, some updates and even a vacancy was seems in just a single

page. There does not seem to be a proper plan in place which is obvious considering they have

not taken digital marketing seriously.

Himalayan Java | Digital Marketing 13

5.2 Website

The aesthetics of the website is immaculate and provides a feel of the Nepalese culture

along with Coffee being the core of their entire message plan. In terms of Search Engine

Optimization, their website due to lack of their focus on digital marketing is not well optimized.

Table 3: Keyword Analysis for Coffee

Keyword Search Result Remarks

Ranking (First
Page only)
Coffee Not in First Page This has the highest competition and this reflects in
the website not getting a chance to be shown.
Coffee in 6th Specifier in Nepal allows for a more concentrated
Nepal search and this has lower competition.
Coffee Beans 9th A very competitive keyword but the performance
could be much better.
Coffee Shop 4th Great performance because the preceding websites
are Wikipedia and heavily SEO optimized article.

Here, is the list of actual keywords that are used to go to this website:

Table 4: Acutal Keywords Leading to the Page

Keyword Percentage of Search Traffic

himalayan java 47.11%
himalayan java coffee 14.79%
himalayan java boudha 6.30%
starbucks in nepal 2.65%
himalayan coffee 2.48%
(Alexa, 2018)
Himalayan Java | Digital Marketing 14

Further analysis through Alexa.com, we can see that the website is 18.953th in terms of

popularity. They have a 40.60% bounce rate which is high for such company based websites.

The daily page view per visitor is 2.00 and daily time on site is 2:21. There is much more to be

desired. The lack of popularity from its competitors such as Redmudcoffee.com and

Himalayanexpresso.com has made Himalayan Java still a formidable digital presence. (Alexa,

2018)

Their contents are crisp and provide the right information needed about their business,

outlets, products and services, coffee, coffee cultivation in Nepal and their efforts in bringing

Nepalese coffee to the world. The charm of this dynamic website brings back visitors. They also

do not use Google ad-word or any other advertising platform.

5.3 Himalayan Java’s Capacity to go Digital

In our interview with one of the managers of Himalayan java, we asked about the

availability of resources to go fully digital. The owner replied by saying even if they could they

wouldn’t in terms of product and place complementing system. He reasoned that to have the best

flavor from the coffee, it has to be consumed within certain period or it will go bad. So, thinking

of something like a digital order and delivery is wrong for their specialty coffee image. He also

pointed out that the outlet are out for promotion itself, and they are in such a level that the use of

digital marketing is to just aware and keep the people in touch. But, he believes that there is

chance that Himalayan Java can go towards a promotional aspect when it comes to going digital.

He wanted to learn more about how they can create a digital presence matching their image in

physical world and this report will provide some suggestion on how that can be achieved.
Himalayan Java | Digital Marketing 15

CHAPTER 6

CONCLUSION AND SUGGESTION

6.1 Conclusion

Himalayan Java does not do huge promotion and this can be seen in their digital

marketing platforms too. They claim to be the best specialty coffee outlet in Nepal but their

claims are not matched by their digital profile. They are missing a large chunk of their target

customers by just focusing on Facebook and Website, which also they have neglected in use. The

newer and more engaging options in Instagram, Snapchat, Pinterest, YouTube, Twitter and even

LinkedIn are not even thought of. There seems to be a huge gap. Given, they do not use much

budget for promotion, this digital platform seems to be the cheapest and the most effective

promotional channel, yet it is unused.

They do have the right organizational support processes and systems in place for a great

digital marketing front but their ignorance of these media is surely baffling and needs to be

addressed right away. Their competitors are also lagging and this surely provides an opportunity

for a great first-mover advantage.

6.2 Suggestions

There is a lot to be done for projecting the image of Himalayan Java properly in the

digital landscape. The entire suggestion has been categorized into expansion, refinement and

initiation.

6.2.1 Expansion

Himalayan Java is suggested to create their Instagram profile, Twitter profile and Pinterest

profile.
Himalayan Java | Digital Marketing 16

1. Instagram is the most used social networking application by their target group of 18-34 and is

a great place for direct engagement.

2. Sharing pictures by their target customers is a key social trend of these days and place to tag

is necessary for all those who visit their outlet. Majority clicks a picture of their gourmet and

share it. So, having their presence in this platform is very necessary.

3. Coffee is associated to quick fix and Twitter is the best example of quick fix and quips.

Twitter shout out of a celebrity with their twitter handle can provide a huge real-time traction

than their Facebook page or website can ever garner. The only backside is the lack of use of

Twitter in Nepal but as they have already expanded abroad, this is a must for the micro-

blogging culture already present.

4. Himalayan Java believes Coffee is an art. The best place to showcase art and creativity is

Pinterest. Their creative target segment along with many students and even some

professional are users of this platform. A venture into this platform is needed for aligning the

interest of their target market with them through their pins. The close connection made in this

platform cannot be easily replicated elsewhere.

6.2.2 Refinement

1. Their website needs to have a Search Engine Optimization makeover. The website is very

aesthetically pleasing and sure to garner lower bounce rate as people will surf through it

because of the slick animation and crisp content with visually appealing theme. So, leading

people here is the key.

a. They need to increase their link backs which is just 38 at the present. This can be

done by allowing many smaller news portals, variety websites, blogs and other
Himalayan Java | Digital Marketing 17

websites to use Himalayan Java’s link in their page. Partnering initiative in various

articles and blog post can be done.

b. They need to increase the use of keywords in their website. They seems to be lacking

the basics of SEO. (The recent development of new algorithm by Google does

provide a better chance for this website because of its verified status and a genuine

business image.)

c. They already have digital marketer, so the workload, as well as, resource provided to

this person should increase for better optimization. They need to be on respectable

positions when searching for the keywords mentioned above because they claim to be

the best and they need to show they are the best.

2. Facebook pages needs to have a greater and connected approach to marketing.

a. Post daily about various topics related to Coffee, their outlets, products and service

and other aspects to create a greater engagement platform.

b. Create a campaign in bi-monthly basis which will use key features of Facebook such

as Facebook Live, Facebook Stories and even some Facebook Ads

c. Be associated to other promotional campaign in Facebook of other pages

d. All the outlets must post same post at least once in 2-3 days and must share the same

campaign plan

6.2.3 Initiation

The following initiation are suggested for Himalayan Java in terms of their digital presence:

1. Screenshot and share in Instagram: They need to share a story in Instagram regarding their

offers or products or service which if someone screenshots and shares will be eligible for a

lucky draw for exciting gift hampers

Himalayan Java | Digital Marketing 18

2. Following campaigns in Facebook:

a. Share the page and post for offers : To increase the likes and follow

b. All Facebook pages to share each other’s page: To transfer valid likes and follow for

the same service with each other

c. Weekly Quiz: Increase the engagement through comments; also there is need for

quick reply great and engaging comments from Himalayan Java

d. Photoshoot and share: Encourage customers to click photos of their coffee with them

and share it in Facebook along with proper mention to page and tags; to increase

engagement

3. Sponsor YouTube channels, Bloggers and Articles by variety news portals. This will create

buzz in terms of YouTube. This will also directly target their potential customer base. The

bloggers and variety news portals will add credibility to the business and their website which

after the newest algorithm release of Google search seems to be more important than

Keyword and Readability optimization.

Himalayan Java | Digital Marketing 19

CHAPTER 7

REFLECTION

The key learnings from this project are:

1. The digital marketing scenario in Nepalese environment is developing as of now. There

seems to a sense that digital marketing is needed. Marketing Managers are feeling they need

to be everywhere but they are not providing the resources and support or structure to these

managers.

2. In terms of Coffee Outlets, much is to be desired where there could be possibilities to engage

more with their customers and create the much desired coffee culture.

3. There were many learning in the class but not all these are relevant or in use in the current

digital marketing context. SEO has not been taken seriously by majority of the companies the

market. The analytics are not being properly used.

4. Coffee outlets believe that Digital Marketing is another hassle which they do not need to take

because of their kind of operation.

Himalayan Java | Digital Marketing 20

REFERENCES

Alexa. (2018, August 5). himalayanjava.com Traffic Statistics. Retrieved from Alexa:

https://www.alexa.com/siteinfo/himalayanjava.com

Himalayan Java. (2014). About Us: Himalayan Java. Retrieved from Himalayan Java:

http://himalayanjava.com/about/

Himalayan Java. (2014). Himalayan Java: Nepali Coffee Industry. Retrieved from Himalayan

Java: http://himalayanjava.com/nepali-coffee-industry/

Himalayan Java. (2014). Himalayan Java: Services. Retrieved from Himalayan Java:

http://himalayanjava.com/category/services/

Himalayan JAVA. (2018, August 5). Himalayan JAVA. Retrieved from Facebook:

https://www.facebook.com/himalayanjava/

Himalayan Java Pokhara. (2018, August 5). Himalayan Java Pokhara. Retrieved from

Facebook: https://www.facebook.com/himalayanjavapokhara/?ref=br_rs

Waterman Jr., R. H., & Peters, T. (1982). In Search of Excellence. HarperBusiness Essential.
Himalayan Java | Digital Marketing 21

ANNEX I

Figure 3: Brief structure of Himalayan Java

MD

Finance Operations

Area
Outlet Accountants Area Manager/Training
Manager/Marketing

Oulet managers &

marketing
Himalayan Java | Digital Marketing 22

ANNEX II

Questions Asked in Interview

 Could you please provide the brief introduction of your company?

 Please elaborate on your Product Offerings, Prices, Distribution Channels, Promotional

Mix, People at work, Process in place and the Physical evidence of every service outlet.

 Could please specify who are your target customers?

 Do you use Digital Platform in your promotion and or operation?

 If yes, could you elaborate on how you are using the platforms?

 Do you believe your company has the resources to go fully digital both in operations and

marketing?

 In your opinion, what would be the best digital strategy when it comes to Himalayan

Java?

 Could you please provide information regarding your Strategy, Staff, Structure, System,

Skills, Style and Shared values? (this question have many parts for ease of viewing the

questions are collected into one)

 What would you want to know more about Digital Marketing and what would you want

to add to Himalayan Java in terms of this?