Caferoma Case Study

Caferoma is a well drive inn brand of coffee, promoted as an exclusive yield with a strong and slightly bitter savour. The main problem is Caferomas marketplace sh be has declined by almost 30%. Let me Summarise the reasons for this counterchange Consumers father become less loyal to the brand supermarkets are producing the uniform mathematical products under their own label are selling at overmuch lover prices Competing products have lower prices (30 to 40 %) Caferoma becoming less spiffy Brand image not up to date s we foundation see from the chart 2 years agone Caferomas gross sales in Hotels was 30% just now 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 following results Majority m d r? t? peck reflect Caferoma is old-f ashioned 70% of people return Caferoma has a good spirit 60% of people consider that Caferoma is expensive little bit much than half of the respondents believe Caferoma is exclusive a less than half of people said Caferoma is value for money and almost a third of respondents think Caferoma is ecxiting. I can propose the following solution Create a impertinently coffee with a modernistic taste and a new name for example Cafferissima. To introduce the new coffee it bequeath be good to have a limited edition (maybe coffee with taste of chilli). It is necessary to create a new package with an exclusive endeavor for example in gold. Furthermore we give special introduction prices for both(prenominal) coffees.Most people want to try out 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 supernumerary samples on the new coffee package of Cafferissima. Moreover we need a new design of the log o, as the old one is boring. There is no relation between 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 typical Italian movement for old and young people.I think it would be great to have both different ads. One ad with an old woman, dressed very whole and the other one with a group of young people who are having fun, laughing and so on. But both ads will be desexualize at the same place for example a typically Italien square. electronic mail To From Subject RECaferoma decaffeinated Premium Blend Date 9th September skilful 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 easy as other products.Most supermarkets sell their own brands because they make more money with it. I think that we can raise our k ale by offering the managers cash for displaying our product in a break down position. Here some measures to improve the premium commingle 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 erect a new packaging design. We should also start a new advertising campaign with focus on the brands qualities. For instance some gustatory modality sessions in big stores. Best regards