Everyone pursues different goals in life.  People to a certain extent are creatures of habit yet the things that everyone wants to obtain are different.  If people unintentionally smell the aroma of coffee or inadvertently read coffee articles then they will absorb lots of information about coffee through osmosis.  The effect of coffee advertisements is that they are planted in our souls, so we must do more publishing and spread our knowledge about coffee to every corner.  To accomplish this make everyone discover the coffee they love, make them want to spend more time and money on coffee which will result in them using coffee to improve themselves and will result in everyone sharing the enjoyment of coffee.    

So if you are frequently talking about coffee it can become spiritual as well perceptual.  For example it’s like drinking coffee, unless you finish it you can’t see what’s on the bottom.  It’s like how people’s future is full of change and we all know that in life no one can predict what’s going to happen in the future, so we can only hold onto this moment broadening our horizons, living a life where we are always learning many more new things.  We’ll try new flavors or even change the way we live right now and we’ll drink more coffee with culture.

Over the past 25 years markets have proven that marketing strategies based on “positioning” and “bottom up” marketing (where a marketing strategy is developed from the bottom up) are successful.  Marketing experts Al Ries and Jack Trout developed new methods to sell products which created a new concept of advertising.

Ries and Trout proposed the following laws in a marketing book which they believe lead to valuable gains for a company.  It’s worthwhile for the managers of coffee shops who are responsible for advertisements and promoting its products to study these laws because lessons can be learned from them.  The following is a list of some of Ries and Trout’s laws of marketing:
Law #1: The Law of Leadership- There is a huge benefit to being number one in some category, even if you have to invent a whole new category.
Law #2: The Law of the Category- If you cannot be first in your category, setup a new category.
Law #3: The Law of the Mind- It is better to be first in the mind than first in the marketplace.
Law #4: The Law of Perception- In the battle between products, perception is more important than reality.
Law # 5: The Law of Focus- That "the most powerful concept in marketing is owning a word in the prospect's mind."
Law #6: The Law of Exclusivity- "Two companies cannot own the same word in the prospect's mind."
Law #7: The Law of the Ladder- Acknowledges that in most market categories, there is actually more than one available slot in the mind of the customer.
Law #8: The Law of the Opposite- The #2 player should generally do the opposite of what the #1 player is doing.
Law #9- The Law of Division- Observes that over time, a category tends to divide and become two or more categories. 
Law #10: The Law of Line Extension- It is a mistake to take the name of one product and apply it to another.

SPR Coffee’s Management Team knows the importance of the saying “know yourself as well as the enemy, then you can win 100 battles without any danger of defeat.”  After SPR Coffee understood the previously mentioned marketing laws, we first analyzed the biggest demands and potential breakthrough innovations of the present coffee market, then we set up a particular operation and advertising strategy.

First of all, SPR Coffee established its management style.  We conducted a survey and discovered that people who want to open a coffee shop prefer the American style coffee shops.  For this reason we aim to cater to the demands of the market.  Therefore, the design style, creation of the atmosphere, taste of the products, advertising, and methods of service are all derived from the American style of management.

Secondly, we built up the influence and dependability of the coffee shop.  SPR Coffee first established a large scale showcase coffee shop in China, then published the book SPR Coffee Franchise.  We used this book to present our management concepts and to advertise SPR Coffee and its operations.  The structure of how the book presents SPR Coffee’s management style and operations can be explained through an analogy of a tree, where the chapters of the book follow this order: seedling, water source, soil, plantlet, forest, fruit, and finally the appendix.  Through this analogy of a tree from the beginning to the end, the book has detailed reports of the background of SPR Coffee, the system of its franchises, the belief of management, as well as how we have established a steady position in the market.  We later published a series of publications following the book Coffee and Health & Feeling, which lets people discuss hot topics concerning coffee as well as allowing the reader to learn more about coffee.

Thirdly, our management concept is that the investors who run their own shop might spend much more money than if they joined the SPR Coffee franchising system, which is less expensive and more valuable.  Our franchising system comes with complete educational training, no worries service guarantee, and the effect of advertising increases as the number of franchise stores increase.  In this way the investment pressure of the franchise owner is lessened while strengthening the competitiveness of SPR Coffee in the coffee market.
Finally, SPR Coffee adopts its strategy to be suitable for the conditions of the specific location.  We work with the sustainability of different areas, different investments and also consider the income difference in urban and rural areas.  We offer three different kinds of operation systems for the investors to choose from which increases their ability to choose the proper system according to their service needs and also allows SPR Coffee to be the first to seize the opportunities of the market.
Through many years of practice we have confirmed that the management and advertising strategies of SPR Coffee are correct.  Promoting coffee is the duty of SPR Coffee but our responsibilities also include sincere management and charity.