CAFEROMA
in the last two years, caferoma's share of the quality ground coffee market has declined by almost 30 % (see chart). there are several reason for this: brand loyalty: consumers have become less loyal to brands and more price conscious. they are willing to buy lower-priced coffee product. price: supermarket are selling, under their own label, similar products to caferoma at much lower prices.
Copycat producto: competing products of italian-style ground coffee are selling at price 30 to 40% lower than caferoma
Brand Image: the caferoma brand no longer seems to be exciting and up-to-date.
Repositioning the products: change caferoma's image to appeal to a different market segment. (which segment? what changes to taste, quality, packaging, logo labelling, distribution?) princing reduce the price by, say. 20% to 30% so that it is in the medium range of price. advertising develop a new advertising campáing to relaunch the brand. multiple brand: sell caferoma, with small changes to product, under different brand names at lower prices. own brand label product: allow supermarket to sell Caferoma under the supermarket own brand label's. Continue to market the Caferoma brand at the same time.
A new product: Bring out an instant coffee or decaffeinated product under the caferoma brand as soon as possible.
Stretching the brand: Allow some makers of coffee equipament (cafetieres, percolators, coffee, machines, etc.) to use the caferoma brand on their goods, for a licensing fee.
Claudia, Caferoma's Marketing Manager, has some recent new from one of Caferoma's biggest customers, Majestic Hotels, a major
European hotels chain. She discusses the news with Caferoma's Sales Director, Pietro. Listen to their conversation. how does this new inormation affect your decisions?
writing write an e mail to Caferoma's Managing Director, Mario Cumino. Summarise what action you agreed to take at the meeting to solve Caferoma's problem Explain your reasons.
Copycat producto: competing products of italian-style ground coffee are selling at price 30 to 40% lower than caferoma
Brand Image: the caferoma brand no longer seems to be exciting and up-to-date.
Repositioning the products: change caferoma's image to appeal to a different market segment. (which segment? what changes to taste, quality, packaging, logo labelling, distribution?) princing reduce the price by, say. 20% to 30% so that it is in the medium range of price. advertising develop a new advertising campáing to relaunch the brand. multiple brand: sell caferoma, with small changes to product, under different brand names at lower prices. own brand label product: allow supermarket to sell Caferoma under the supermarket own brand label's. Continue to market the Caferoma brand at the same time.
A new product: Bring out an instant coffee or decaffeinated product under the caferoma brand as soon as possible.
Stretching the brand: Allow some makers of coffee equipament (cafetieres, percolators, coffee, machines, etc.) to use the caferoma brand on their goods, for a licensing fee.
Claudia, Caferoma's Marketing Manager, has some recent new from one of Caferoma's biggest customers, Majestic Hotels, a major
European hotels chain. She discusses the news with Caferoma's Sales Director, Pietro. Listen to their conversation. how does this new inormation affect your decisions?
writing write an e mail to Caferoma's Managing Director, Mario Cumino. Summarise what action you agreed to take at the meeting to solve Caferoma's problem Explain your reasons.