Sunday, September 1, 2019
Caferomaââ¬â¢s Marketing Manager Essay
In the last two years, caferomaââ¬â¢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 caferomaââ¬â¢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 campà ¡ing 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 labelââ¬â¢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, Caferomaââ¬â¢s Marketing Manager, has some recent new from one of Caferomaââ¬â¢s biggest customers, Majestic Hotels, a major European hotels chain. She discusses the news with Caferomaââ¬â¢s Sales Director, Pietro. Listen to their conversation. how does this new inormation affect your decisions? writing write an e mail to Caferomaââ¬â¢s Managing Director, Mario Cumino. Summarise what action you agreed to take at the meeting to solve Caferomaââ¬â¢s problem Explain your reasons. task as members of PEFDââ¬â¢s marketing team, hold an informal meeting. consider the advantages and disadvantage of each solution. then decide what to do stop the decline in the productââ¬â¢s market share and to increase profits
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