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Filli Café: Experience Tea and Talk

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  • Vimi Jham

Abstract

Filli Café in the United Arab Emirates (UAE) has captured a slice of the market with the unique taste of zafran tea. This was superimposed by applying a unique branding strategy. The brand’s unique selling proposition was to create a homely ambience at Filli Café, where people could chat for hours while immersed in the joy of a warm, soothing cup of tea. This led to the brand’s huge success, with the target audience being the expatriates and Emirati population, as they liked the taste of the zafran tea. The challenge in front of the Chief Executive Officer, Mr Rafih Filli, was to grab the market and work on diversification and expansion globally.

Suggested Citation

  • Vimi Jham, 2023. "Filli Café: Experience Tea and Talk," Asian Journal of Management Cases, , vol. 20(1), pages 47-58, March.
    • Handle: RePEc:sae:anjomc:v:20:y:2023:i:1:p:47-58
    DOI: 10.1177/09728201221139370
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    References listed on IDEAS

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    1. Yubo Chen & Jinhong Xie, 2008. "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, INFORMS, vol. 54(3), pages 477-491, March.
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