Distinctive Branding for Different Markets: Opera, Felichita, Diamante
A deep understanding and precise analysis of the diverse needs of the coffee market forms the cornerstone of success in this industry. Parto Padideh Company, by studying consumer behavior and recognizing the fundamental differences among various market segments, has adopted a Multiple Branding Strategy, allowing each brand to target a specific market segment with an independent and fully distinct identity.
Parto Padideh’s Multiple Branding Strategy
The creation of three separate brands is the result of an in-depth study of consumer behavior and a precise understanding of their needs. Experience has shown that café owners and professional customers prefer to use a brand that is offered exclusively in the commercial segment. Even if a brand offers products of varying quality for retail and commercial markets, they prefer a fully distinct brand. This behavioral insight has laid the foundation for the multiple branding strategy.
Examples of this multiple branding strategy can be observed in the three brands of Parto Padideh, each designed for a specific market segment.
Diamante Specialty Coffee: A Professional Brand
Diamante Coffee symbolizes superior quality in the coffee industry. Utilizing premium Arabica beans and advanced air-roasting technology, this brand produces a world-class product. The Diamante Coffee Blend production process reflects years of experience and collaboration with international experts. Each coffee bean in this brand follows a precise and calculated path to become an exceptional product.
The Diamante Specialty Coffee production system employs the most advanced technologies available. After careful selection, coffee beans are processed at 200–250°C using an air-roasting system, ensuring uniform roasting across the bean’s surface.
Next, the product passes through a sophisticated sorting system with 60 electronic eyes to detect and eliminate even the smallest defects. The coffee is then degassed under controlled conditions and finally packaged with nitrogen injection to preserve its aroma and flavor over an extended period.
Diamante Coffee serves as an example of successful branding for the professional segment, with competitive advantages including high quality, modern technology usage, and nitrogen packaging to maintain freshness and aroma.
Felicita Specialty Coffee: A Customizable Commercial Brand
Felicita Coffee is an intelligent response to the needs of the commercial market. By understanding the challenges faced by café and restaurant owners, this brand produces products tailored to their requirements. The main distinguishing feature of Felicita Coffee Blend is full product customization. Café owners can request their preferred blend, and the production team, using the required equipment, creates the exact blend with consistent, repeatable quality.
The Felicita production system, capable of storing multiple roasting profiles, enables precise production of various blends. Café owners can choose from 17 standard Felicita Specialty Coffee products or, with expert consultation, design a unique blend. This flexibility allows each café to offer coffee suited to their customers’ tastes.
As a commercial brand in the multiple branding strategy, Felicita Coffee creates special value for commercial customers through personalization.
Opera: A Comprehensive Brand for Home Use
Opera brings the world of coffee into homes with 27 diverse products. Understanding the needs of home consumers, this brand offers various coffee forms, including beans, powder, capsules, and brewed coffee. Each product is carefully designed to cater to consumers of all experience levels.
The diversity of Opera products reflects a deep understanding of different home coffee consumption habits. Some consumers prefer grinding their own coffee beans, while others want ready-to-use coffee. Opera meets both needs and also offers coffee capsules to respond to the growing use of capsule coffee machines in homes.
Opera Coffee demonstrates one of the key advantages of a multiple branding strategy: the ability to provide specialized solutions for various home consumer groups.
The Role of the Specialty Coffee Academy in Branding Strategy
The Specialty Coffee Academy plays a key role in the success of the multiple branding strategy. Through free courses, the academy provides the knowledge necessary to understand the differences among brands. Internationally experienced experts offer training ranging from coffee fundamentals to advanced barista techniques. Programs are tailored for each brand.
For Diamante Coffee, advanced cupping and bean identification courses are offered. Café owners using Felicita Coffee receive specialized training on blending and brewing. Home consumers can join beginner and advanced coffee brewing courses.
Targeted educational support for each brand is a critical factor in the successful implementation of a Multiple Branding Strategy.
Integrated Distribution Strategy and Comprehensive Support
A nationwide distribution system is one of the main pillars of this multiple branding strategy. Unlike many coffee companies limited to a geographic area, these brands are available through a robust distribution network across the country, ensuring customer access everywhere.
Comprehensive support includes consultation, training, and technical assistance. Each brand’s support team is trained to address the specific needs and questions of its customer group.
Coordination in the supply chain and independent support for each brand are vital to the strategy.
Continuous Innovation in Products and Services
Innovation continues across all three brands. The R&D team consistently works on improving quality and introducing new products. One recent innovation is the use of nitrogen in packaging to preserve aroma and flavor over time. This innovation was first applied in Diamante Specialty Coffee and will gradually extend to other brands.
Conclusion: Multiple Branding Strategy in the Coffee Market
Parto Padideh’s multiple branding strategy is a successful model for segmenting the coffee market. With three distinct brands—Diamante Coffee, Felicita Coffee, and Opera—each market segment is addressed professionally. Diamante Specialty Coffee meets the needs of professional customers with premium Arabica beans and superior quality.
Felicita Coffee Blend, with 17 standard products and customizable options, targets commercial markets and cafés. Opera, with 27 diverse products from beans to capsules, caters to home consumers’ various needs. The Specialty Coffee Academy’s support ensures the success of this branding strategy.
The key advantage of the multiple branding strategy is that it allows the company to simultaneously cover multiple target markets with independent brand identities, increasing customer loyalty in each segment.