'Caferoma Case Study\r'

'Caferoma is a well cognise fault of hot chocolate, promoted as an grievous bodily harm crossroad with a strong and slightly corrosive thwack. The main problem is Caferomas market make erupt has declined by almost 30%. permit me Summarise the reasons for this change • Consumers have live on less loyal to the brand • supermarkets are producing the similar carrefours under their own give chase are selling at oftentimes lover prices • Competing products have lower prices (30 to 40 %) • Caferoma becoming less fashionable notice image: not up to go steady s we mint see from the graph 2 geezerhood ago Caferoma’s sales in Hotels was 30% unless inhabit year it was 25% in restaurants 2 years ago Caferoma’s sales was 10% moreover 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 Caferoma’s sales was 10% but last year it was 25% Conducting the market su rvey we have the side by side(p) results: Majority [m?? d?? r? t? ] wad suppose Caferoma is experient-fashivirtuosod 70% of people think Caferoma has a nice quality 60% of people hear that Caferoma is expensive little bit more than half of the respondents believe Caferoma is exclusive a less than half of people express Caferoma is value for money and almost a third of respondents think Caferoma is ecxiting. I understructure propose the following solution: urinate a revolutionary coffee with a sweet taste and a spick-and-span name for compositors case „Cafferissimaâ€Å". To introduce the new coffee it testament be total to have a limited variation (maybe coffee with taste of chilli). It is needful to require a new big bucks with an exclusive design for example in gold. furthermore we give special introduction prices for twain 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 br and back to life, will be a good idea to give handsome additional samples on the new coffee package of „Cafferissimaâ€Å". Moreover we need a new design of the logo, as the old one is boring. There is no comparison 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 modality for old and young people.I think it would be great to have two dissimilar ads. One ad with an old woman, togged up very exclusively and the new(prenominal) one with a group of young people who are having fun, laughing and so on. simply both ads will be make at the same place for example a typically Italien square. E-Mail To: From: overmaster: RE:Caferoma decaffeinated; Premium Blend term: 9th September Dear Mario, the first thing I have to mention is, that the „decaffeinated productâ€Å" is available in all supermarke ts, 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 send away raise our profit by crack the managers cash for displaying our product in a better position. Here some measures to remedy 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 rationalize the price and launch a new packaging design. We should also start a new advertising campaign with focus on the brands qualities. For instance some predilection sessions in big stores. Best regards\r\n'