Caferoma Case Study

Caferoma is a well known brand of coffee tree, promoted as an exclusive overlap with a rigid and slightly bitter taste. The main problem is Caferomas market share has declined by almost 30%. allow me Summarise the reasons for this change Consumers have become less loyal to the brand supermarkets are producing the similar products under their own label are selling at much lover prices Competing products have lower prices (30 to 40 %) Caferoma becoming less fashionable Brand image not up to date s we arouse see from the chart 2 years ago Caferomas sales in Hotels was 30% only if last year it was 25% in restaurants 2 years ago Caferomas sales was 10% but last year it was 15% In supemarkets 2 years ago their sales was 45% but last year it was 30% In specialist shops 2 years ago Caferomas sales was 10% but last year it was 25% Conducting the market survey we have the pursuance results Majority m d r? t? people suppose Caferoma is old-fashioned 70% of people imply Caferoma ha s a good quality 60% of people consider that Caferoma is expensive little bit more than than half of the respondents believe Caferoma is exclusive a less than half of people said Caferoma is value for bullion and almost a third of respondents think Caferoma is ecxiting. I so-and-so propose the following solution hold a new coffee with a new taste and a new name for representative Cafferissima. To introduce the new coffee it forget be good to have a limited variation (maybe coffee with taste of chilli). It is necessary to create a new packet with an exclusive design for fount in gold. Furthermore we give special introduction prices for both coffees.Most people want to try extinct new brands just to know how it tastes this is our advantage. In order to bring the old brand back to life, will be a good idea to give small additional samples on the new coffee package of Cafferissima. Moreover we need a new design of the logo, as the old one is boring. there is no relation betwe en this logo and the exclusive taste of the coffee. Maybe it could be similar to the package of Caferoma (golden, italic type). The next step will be a change of advertising. It is necessary to find the exemplary Italian style for old and young people.I think it would be great to have two varied ads. One ad with an old woman, dressed very exclusively and the other one with a free radical of young people who are having fun, laughing and so on. But both ads will be make at the same place for example a typically Italien square. E-Mail To From Subject RECaferoma decaffeinated premium Blend Date 9th September Dear Mario, the first thing I have to mention is, that the decaffeinated product is available in all supermarkets, but placed on botton shelves Customers wont find the product as unaccented as other products.Most supermarkets sell their own brands because they make more money with it. I think that we bunghole raise our profit by offering the managers cash for displaying our pr oduct in a better position. here some measures to improve the premium blend sales As far as I can see, the price for the premium blend is too high and the packaging looks old-fashioned. Therefore we should reduce the price and gear up a new packaging design. We should also start a new advertising campaign with focalization on the brands qualities. For instance some tasting sessions in big stores. Best regards