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Statement of Work (SOW)
Title: Market Research & Branding for Puerto Rican Climate Smart Coffee
Puerto Rican coffee, with its rich history, unique flavor profile, and commitment to sustainable practices, holds a distinctive position in the global coffee market. Recent initiatives, such as the “Climate Smart Puerto Rican Coffee” project known locally as Cafe del Futuro, a four year project funded through USDA’s Partnerships for Climate Smart Commodities and implemented through a consortium including the NCBA CLUSA, PROCAFE, University of Puerto Rico, La Liga de Cooperativas de Puerto Rico and SustainCERT which seeks to incentivize 2000 farmers to implement Climate-Smart Agroforestry practices (CSAP) on 10,000 acres, quantify and verify GHG emissions from the CSAPs, as well as improve market access for climate-smart coffee products. These CSAPs not only ensure the resilience of coffee farms against changing climate patterns but also contribute to environmental conservation, enhancing the quality and sustainability of the coffee produced. Given this commitment to both excellence in flavor and sustainability, Puerto Rican coffee has the potential to be positioned as a premium, environmentally conscious product in both local and international markets. To fully leverage this potential and communicate its value to consumers, a comprehensive understanding of current market dynamics and targeted branding efforts are crucial.
- Identify potential markets, both locally and internationally, for Puerto Rican specialty coffee produced using Climate-Smart practices and Corporate Value Chain (Scope 3) verification.
- Develop branding strategies to position and promote Puerto Rican coffee as a premium, and sustainable product.
III. Scope of Work:
- Market Research:
1.1. Conduct primary research, including surveys and interviews, targeting coffee consumers, retailers, wholesalers, and other industry stakeholders.
1.2. Analyze secondary data sources, including existing market reports, trade data, and industry publications.
1.3. Identify market trends, preferences, and potential growth areas for differentiated Puerto Rican climate smart coffee. This should identify
1.4. Assess the competitive landscape by evaluating the strengths, weaknesses, opportunities, and threats of competing coffee-producing regions as well as market access for individual producers versus cooperatives or other forms of producer organizations.
- Branding Initiatives:
2.1. Develop a unique selling proposition (USP) for Puerto Rican climate smart coffee based on research findings.
2.2. Design a cohesive brand identity, including logo, packaging, and promotional materials, that resonates with the target audience
2.3. Create and implement a marketing and communication strategy incorporating Scope 3 verification that leverages various channels such as social media, events, partnerships, etc.
2.4. Engage with local coffee producers and stakeholders to ensure brand alignment and consistency throughout the coffee value chain.
3.1 Market Research Report:
- Market Overview: Detailed analysis of the current coffee market landscape, identifying major players, market size, growth trends, and consumption patterns.
- Target Audience Analysis: Identification and profiling of potential consumer segments that would be interested in specialty coffee, especially those valuing sustainable and Climate-Smart practices. Where possible, include sourcing requirements such as supplier size (individual, cooperative, corporation, etc.), volumes, certifications highlighting interest in Scope 3, and sensory profiles/Q-Grading scores.
- Competitive Analysis: A comprehensive overview of major competitors, their market positioning, branding strategies, strengths, and areas of opportunity.
- Pricing Analysis: Insights into optimal pricing strategies for Puerto Rican specialty coffee, taking into consideration both local and international market dynamics.
- Recommendations: Actionable insights based on research findings, suggesting potential markets to target, strategies to adopt, and potential challenges to anticipate.
4. Branding Strategy Blueprint:
- Brand Identity Development: Recommendations and guidelines for creating a distinctive brand identity for Puerto Rican specialty coffee, including logo design, color palette, typography, and other visual elements.
- Brand Narrative: Crafting a compelling story for Puerto Rican specialty coffee that emphasizes its Climate-Smart practices, rich history, and unique flavor profile.
- Marketing and Promotion Strategy: A plan detailing potential marketing channels, promotional activities, and partnerships that can be leveraged to enhance brand visibility and recognition.
- Digital Strategy: Recommendations for online positioning, including website design, social media strategy, content creation, and online advertising opportunities.
- Launch Plan: A step-by-step guide for introducing the new brand identity to the market, including timelines, resource allocation, and potential events or collaborations.
5. Stakeholder Presentation: A comprehensive presentation outlining the research findings, branding recommendations, and strategies for different stakeholders, including farmers, distributors, and potential partners.
6. Feedback Mechanism: A system or platform where stakeholders, especially coffee producers and partners, can provide their feedback on the proposed branding strategies, ensuring continuous improvement and alignment with community values.
7. Timeline and Milestones: A detailed project timeline highlighting major activities, milestones, and deliverables, ensuring timely completion and clear expectations for all parties involved.
Week 1-2: Project Kick-off and Initial Data Collection
- Introduction to Cafe del Futuro project and implementing consortium
- Project initiation meeting with stakeholders.
- Distribution of surveys/questionnaires to target groups.
- Begin secondary research on global and local coffee market trends.
Week 3-4: Market Analysis and Competitive Study
- Interim report on market size, growth trends, and consumption patterns.
- Complete competitive analysis, including major players and their market positioning.
Week 5-6: Brand Identity Development and Narrative Crafting
- Workshop with stakeholders to brainstorm brand identity elements (logo design, color palette, typography, etc.).
- First draft of the brand narrative emphasizing Climate-Smart practices.
Week 7-8: Marketing and Digital Strategy Formulation
- Presentation of marketing channels and promotional activities.
- Draft recommendations for online positioning, website design, and social media strategy.
Week 9-10: Stakeholder Presentation and Feedback Collection
- Organize a stakeholder presentation.
- Collect feedback and incorporate necessary changes.
- Second draft of the brand strategy based on feedback.
Week 11-12: Finalization and Launch Plan
- Finalize the branding strategy.
- Design the step-by-step launch plan, including potential events and collaborations.
- Submit the final report, branding blueprint, and launch plan to PROCAFE.
Week 13: Review and Project Wrap-up
- Review session with stakeholders.
- Make any last-minute adjustments.
- Project wrap-up and closing ceremony.
The candidate contractor will propose a realistic estimate of the cost of this initiative, including a detailed budget per task or phase including travel-related expenses and staffing fees or daily rates. The budget will only contain costs that can be directly attributed to the proposed activities, with an explanation of the line items. The maximum budget amount available is $9,000 and should be presented in a detailed excel file.
VII. Terms and Conditions:
Individuals or Companies wishing to carry out this activity must send the following items (12-point Times New Roman font) in the order specified below to be considered during selection:
a. Technical proposal
The technical proposal (12 pages max.) must reflect how the offeror will carry out the tasks included in the scope of work.
b. Financial application
The candidate contractor will propose a realistic estimate of the cost of this initiative, including a detailed budget per task or phase. The budget will only contain costs that can be directly attributed to the proposed activities, with an explanation of the line items.
Companies must briefly list and describe their history, legal U.S.-based entity, current projects/services, current geographic scope and experience.
d. Proof of Experience
Applicants will have to demonstrate their experience in similar consultancies by providing a list of the most recent contracts from the past and/or other evidence involving similar or related work during the last four years. Additionally, the applicants must provide at least two (2) references including contact details and contract values as necessary.
VIII. Criteria for the evaluation of the proposal
The following criteria are those under which all proposals will be judged:
- Cost realism, budget justification and effectiveness. (45%)
- Experience of individual and/or company with USG-funded project and/or other related projects (20%)
- Demonstrated experience with similar projects in scope and references (45%)
- Incomplete proposals will be disqualified.
IX. Application Deadline
Applications will be accepted in English or Spanish via firstname.lastname@example.org and with single spacing and numbered pages containing the name of the applicant by 11:59 pm Eastern Time on Friday, September 29. Any Applications received after this time will not be considered. DO NOT USE “APPLY NOW” ICON.
Questions about this RFP will be received via email@example.com no later than 11:59 pm Eastern Time on Friday, September 22. Questions will be addressed and posted publicly as an attachment to the RFP.
Please include the name of the person in your organization sending the application, as well as the phone number, and e-mail address, and any additional pertinent information.
NCBA CLUSA reserves the right to modify the terms of reference / geographical areas before the project begins.