LOGO : To enrich the quality of life and people,transforming simple

things in a land of wonders.

In any business the key to success is prestige, high quality of the services
and products and of a good communication to the costumers. These are the
guidelines throughout DONCAFE sets its business and creates a perfect
environment to enjoy coffee and also a agreeable place to work in.
DONCAFE is a multinational coffee and coffeehouse chain company
based in the Romania. DONCAFE sells drip brewed coffee, espresso-based hot
drinks, other hot and cold drinks and items such as mugs and coffee beans.
We know how to produce and sell coffee. Combine habits and tastes
around the world and create a unique feel for coffee lovers.

We found that people around the world drink coffee in different ways, with
different occasions at different temperatures and adding various ingredients, as
part of social rituals.

Because we rely on tradition, taste and flavor we have maintained consistently

in the top companies on the coffee market, as a main character in roasted and
instant coffee culture worldwide.
 History

The coffe`s history is complex and delicious coffee. Coffee Road began in Africa and
liqueur magical journey continued in Asia, Europe and the Americas. Doncafe history starts in
Italy and is closely related to traditions, culture and soul.
Coffee story began in East Africa in the year 850, the highlands of Ethiopia, Abyssinia region,
the kaffe. Legend has it that a goat herd named Kaldi, noticed invigorating effect of coffee on
his goats who ate red berry fruit.

In 1475 opens first coffee shop, Kiva Han, in Constantinople, the Ottoman Empire.

Coffee first reached Europe even in Italy - where the brand was created Doncafe, Venice port.
Since then, the Italians prepared coffee in their unique way and create original recipes. In
1903 was invented the first espresso machine and the next year the Italians conquered the
world with their preparations of coffee.

South America is the cradle of coffee cultivation in 1727, and the tradition continues today
Brazilian growers. Their ability to transform into delicious beans, which are under each
Doncafe coffees.

In Bari, Italy, put the century up a successful family business - Doncafe. On a coffee market
developed so that the Italian Doncafe distinguished by unique formula keeps rich flavor of the
beans for rich taste and variety to satisfy you in terms of good coffee.

Doncafe begin to write their own history in Romania in August 2008, when Strauss Romania
launches coffee brand in Romania that is revolutionizing the whole market portfolio and
coffee - DONCAFE! Doncafe brand by launching a premium brand with international
reputation and the communication strategy, Strauss aims to revolutionize the coffee market in
Romania.

Each cup of coffee enjoyed anywhere on the globe is a part of coffee history. And Strauss
Romania, with Doncafe gets a separate chapter.
 Mision:Our mision is to create wonders in simple things

Our mission - to create miracles in simple things - comes from desire and
passion to work with simple ingredients, the basic of life.

Starting from the basic things we want to enrich the world with experiences and
emotions surprising everyone. So continually seek ways to create a
transformation - and we wonder: how can we combine the simple things that get
there?

Vision

Strauss Group: "Competing for the Future"

Strauss Romania: "Living the Future"

We know how to produce and sell coffee.

But we still something equally important: I discovered that people drink coffee
throughout the world in different ways, with different opportunities at different
temperatures and adding various ingredients, as part of various social rituals.
Combining the diverse world we live happily with unique taste and flavor of the
best coffees, Strauss Group has consistently maintained market leadership, being
a main character in roasted and instant coffee culture.

Inovation
 Innovation and Care

With Strauss feel alive, you feel inspired.

Therefore come up with innovative solutions, continuously striving to perceive

the essence of consumer needs and do our utmost to find the best solutions.
Simply put, we want to:

make things sound more interesting

I will share with the world
bring people together
turn fun into a special pleasure
Passion and responsibility

An experience full of flavor and aroma, bringing together cultures and customs
from around the world, Strauss Coffee will be approaching people to enjoy a
perfect cup of coffee exactly to their liking.

Experience the delight with Strauss a happy world in which "children" of all
ages have fun and be happy, alone or together. Launch Max Brenner Chocolate
Bars - a unique concept, world premiere - in response to consumer demand, is
just one example of innovative thinking in this regard.
.

Cafee and health

Doncafé coffee and takes care of what really matters in your life: health and
body tone of envy. With Doncafe can fully enjoy every moment to enjoy fully
 the presence of loved ones.
Feel the taste of health:

Doncafe ensure quality and freshness of coffee taste not only pleasure, a much-
longed experience of the senses, but also physical and mental health. Caffeine
has a positive effect on heart and lung action, treating headaches and stimulates
the body to produce serotonin, the hormone of happiness. Coffee has gained the
reputation of "intellectual beverage" because the action exerted on the nervous
system. Result ... Better pay and association of ideas, better memory and ability
to coordinate body movements.

Coffee can not be denied or that it has beneficial effect on digestion or on

depressive and anxiety states. Moreover, it contains natural antioxidants fight
free radicals, acting as a protective barrier.

Doncafe focus on exploiting these benefits of coffee, so coffee Doncafe variant

variant roast and ground and instant coffee are made from 100% natural, the
Brazilian plantations and according to recognized standards of quality.

Product

Universal Doncafe is colored in red gold green and blue colors

rich taste is perfect. Doncafe products offered by each
cup of coffee becomes a unique experience, a delight for the senses.
Number one coffee brand in Romania will take a new name,
Doncafe, and will taste better after they changed the name of
Strauss Elite Romania Romania, a few months ago, Israeli
producer of coffee and passed rebranding its products. Following an investment
of some 15 million coffee elite and will be called Doncafe Elite Selected and
Selected Doncafe and the portfolio have also added new products. More
specifically, the company launched a range of coffee specialties as the Doncafe
Mixes comprising 11 varieties: "2 in 1", "3 in 1" and even "4 in 1 turbo cafe,
cappuccino classic Choco cappuccino, vanilla cappuccino, cappuccino nuts, rum
cappuccino, hot Choco, Choco and White Hot frappe.
Doncafé elite-roast and ground coffee
Because a good day from morning Doncafe elite known and has prepared a
special coffee to delight your beginning of each day. Enjoy traditional taste of
coffee in all its intensity. An ideal combination, perfectly balanced and robust
Arabica beans for a traditional taste, sweet, bitter and slightly spicy.
Elite Doncafe daily rewards loyalty and trust you with a finely ground coffee,
recommended to prepare the pot. For exceptional morning as you normally

Elite Instant Doncafe option is ideal if you want an intense coffee

with a sweet-bitter, slightly spicy, even when you have little
time. Instant version provides the same rich flavor of freshly
ground coffee. Recharge your energy and vitality as a heartbeat
with Doncafe Instant Elite.

Grains for Doncafe elite are carefully chosen by the famous

Brazilian plantations and roasted to a high standard for your daily
pleasure. Enjoy quality and elite packages Doncafe enjoy Doncafe
bean elite wealth.

Selected Doncafe you reveal a secret that you can share with loved
ones - the secret of good taste, refined coffee. Prepared from 100%
Arabica beans, carefully selected from renowned plantations in Brazil, Selected
Doncafe is an elegant coffee with rich flavor, full of freshness and fine citrus
aroma, slightly fruity. Enjoy the full richness of the coffee offered by Doncafe
Selected ... to experience the rich taste that lasts.

Vibrating in the world we live in every moment is valuable. Selected

Doncafe invites you to enjoy the same elegant coffee with rich flavor
and delicate perfume INSTANT option.
Enjoy the most of every moment of relaxation with Instant Selected
Doncafe

Price

We value our customers needs above all and we offer products specifically designed to satisfy
the most demanding tastes. but we know that price is an important criterion in consumer
choice and that’s why we want to offer their affordable price that reflects correct production
costs and simultaneously reflect quality.
Since 2010 we want to be market leaders in premium and super premium category of products
is aimed at people with disposable income. This comes in the context of income growth in
romania and rising row material prices on international markets, where coffee is the second
most important commodity in international transactions.
Our products prices varies depending on variety and bakery.the cheapest product is doncaffe
cappucino at the price of 1 ron and the most expensive is doncaffe gold at 15 ron.
To sum up our products prices are between 1 and 15 ron, which are afoordoble for aur
customers.
 DONCAFE
CAPPUCINO 12.5 g –
0.5 RON

.
DONCAFE ELITA 250g – 7 RON

DONCAFE DECAFFEINATED 250

g- 12 RON

Place
 Strauss Group is the market leader coffee in Israel, his country of origin, and
currently operates in 19 countries, among which and Bulgaria, Moldova,
Ukraine, Poland or Russia.

National coverage. Delivery of goods (Doncafe Fort or Lavazza, depending on

your preference) and the device has a network of distributors with national
coverage that can ensure product delivery to any location.
Strauss Coffee Services offers each partner or with the right products and the
concept location devices and a complete package of services for distributed
coffee concepts
Coffee market in Romania is currently estimated at over 200 million euros, the
most important companies as Strauss Romania, Kraft Foods, Romaqua Group,
Tchibo, Nestlé and Panfoods.
Doncafe have a verry wide area of distribution,all the products are found in
supermarkets,hipermarkets,in specialized stores,in restaurants. NOVA
PROMPT SRL is a independent company which due attention to quality
products and services initiated collaboration with Strauss Romania SRL -
producer brands Doncafe, activity is bassed on managing the location and
distribution of coffee machines and coffee consumption and its complementary
products.

Promotion

Coffee maker Strauss Romania invested approximately 4 million euros in

2 campaigns conducted by agency Leo Burnett to launch Doncafe coffee brand,
Most of this investment was
directed to components of both TV
and outdoor campaigns.
The first campaign, rebranding and
Selected elite coffees in Doncafe
mark, consists of 2 TV spots (which
will run on 19 TV stations),
There musn`t be an extraordinary event to share
unforgettable moments with loved ones with
Doncafe Selected. The two cups assorted gifts are
offered an open invitation to endless discussion
and mutual confessions.
Whether you want morning energy, a person or
occasion delights to impress your loved ones, gifts
of Easter Doncafe are the ideal solution

materials for outdoor layouts for

print (which will be placed in 20
magazines), visual aids dedicated
magazines retailers, but for points of
sale promotional materials.

The second advertising campaign is an integrated mix of online

advertising, TV, print, promotion unconventional, innovative media, cinema,
posters and point of sale materials.

Besides advertising campaign, launching Doncafe benefited and achieved a PR

campaign for The Practice, and a dedicated web page.

Part of production and postproduction was made by Brazil Films Production and
StudioSet HiFi.
Doncafe adopted and Selected elite brands of coffee, but also includes new
premium products.
Communication campaign for this new product category is as innovative and
unconventional as the audience to whom it addresses: teenagers and young
people.
Company turnover in 2008 amounted to 80 million, major investments are
allocated coffee factory which has a local producer.
The new position, expressed by the slogan "Coffee with soul" Doncafe wants to
remind the Romans, the Latin spirit, we need to spend more time relaxing.
 .
Before each holiday,
Doncafe enables
customers to enjoy the
gifts they receive when
purchasing our
product.
I look forward dawn to enjoy the authentic taste
and smell the coffee? Doncafe created Doncafe
Decaf coffee now that you can enjoy any time of
day and night.
Pamper yourself with a combination of sweet
and sour, slightly spicy and floral aroma of
authentic coffee, prepared by a special recipe of
grains collected from the most famous
plantations.
Doncafe Decaf - enjoy the pleasure of taste, at
any time