Coffee Shops
‘A WAR IS BREWING’
PROGRAMME : MASTER BUSINESS AND ADMINISTRATION
~Learning Issues~
1.To describe consumers’ decision making in different market segments when they choose retailers of coffee using CDP.
2.To identify additional research that should be conducted to validate assumption about consumer decisions at each stage of the CDP model.
3.To learn how to organize marketing program should be provide for our customers after recognize their decision making process.
4.To see the impact of brand positioning to the consumers decision making.
5.To recommend marketing strategy after learn about consumers decision making process.
1.0 Summary
2.0 Problem Identification
Figure 1: Crimson Cup market segments
As a wholesaler of coffee and tea and a provider of marketing programs to independent coffee shops and retailers, CrimsonCup has experienced growth over the past decade and is within range of becoming the nation’s second- or third-largest alternative to Starbucks.
Figure 1 show about the segmentation of the Crimson Customers which divided into primary customers and ultimate customers. Primary customers are the independent coffee shops, grocery and restaurant. However the ultimate customers are divided into two groups; first is the consumers that buy the coffee from the primary customers and brewing at home; second is the consumers go to the coffee shops to drink coffee. The important of understanding of the ultimate customers are very important because the demand of the primary customers comes from the demand of ultimate customers as consumers.
This company branding mission has focused on creating the independent retailer as the brand, rather than the product supplier. The CrimsonCup brand is featured on packaged coffee sold by retailers for office or home consumption, on mugs and cups provided to retailers and in some other promotional materials, and the firm is now considering the issue of weather it should be more aggressive
PROGRAMME : MASTER BUSINESS AND ADMINISTRATION
~Learning Issues~
1.To describe consumers’ decision making in different market segments when they choose retailers of coffee using CDP.
2.To identify additional research that should be conducted to validate assumption about consumer decisions at each stage of the CDP model.
3.To learn how to organize marketing program should be provide for our customers after recognize their decision making process.
4.To see the impact of brand positioning to the consumers decision making.
5.To recommend marketing strategy after learn about consumers decision making process.
1.0 Summary
2.0 Problem Identification
Figure 1: Crimson Cup market segments
As a wholesaler of coffee and tea and a provider of marketing programs to independent coffee shops and retailers, CrimsonCup has experienced growth over the past decade and is within range of becoming the nation’s second- or third-largest alternative to Starbucks.
Figure 1 show about the segmentation of the Crimson Customers which divided into primary customers and ultimate customers. Primary customers are the independent coffee shops, grocery and restaurant. However the ultimate customers are divided into two groups; first is the consumers that buy the coffee from the primary customers and brewing at home; second is the consumers go to the coffee shops to drink coffee. The important of understanding of the ultimate customers are very important because the demand of the primary customers comes from the demand of ultimate customers as consumers.
This company branding mission has focused on creating the independent retailer as the brand, rather than the product supplier. The CrimsonCup brand is featured on packaged coffee sold by retailers for office or home consumption, on mugs and cups provided to retailers and in some other promotional materials, and the firm is now considering the issue of weather it should be more aggressive