文档介绍：Presentation
Caferoma
Content
Background Information
Problems and Reasons
Solutions
Presentation
Caferoma
Content
Background Information
Problems and Reasons
Solutions
Background Information
Company and Main Product:
Caferoma, a well-known brand of coffee, is owned by PEFD,
a company based in Turin, Italy.
Brand Image:
Italian style
Ground coffee
Strong and slightly bitter taste
Exclusive (comparatively higher price)
Problems and Reasons
Problems:
In the last two years, Caferoma’s
share of the quality ground coffee
market has declined by almost 30%.
Reasons:
1 Brand loyalty
less loyal to brands more price conscious
2 Price
Supermarkets are selling, under their own label,
similar products at much lower price.
3 Copycat products
Competing products of Italian-style ground coffee
are selling at prices 30 to 40% lower than Caferoma.
4 Brand Image
no longer exciting
out of date
Solutions
Research and Repositioning
Promotion
Brand Stretching
Distribution Channel
Do you think Caferoma is …
% of people answering ‘yes’
Expensive?
60
Value for money?
43
Good quality?
70
Old-fashioned
80
Exciting?
23
Exclusive?
55
Promotion：
Advertising
A cup of Caferoma
A state of mind
A kind of life
A whole new world.
Endorsement
Public Relations
Brand Stretching：
Instant coffee (similar price to other brands )
Coffee Equipment (coffee beans ,coffee cups
cafetieres, percolators and
so on.)
package
Distribution channel:
Direct selling
Allow supermarkets to sell instant coffee of Caferoma
under the supermarkets’ own brand labels.
Meanwhile ,continue to market the ground coffee of
Caferoma brand .
THANKS!