商英案例分析caferoma(最终).ppt

Caferoma,杜炜 王腾 李爱爱 王帆 杨素芳 刘梦梦,Introduction,Caferoma, a well known brand of coffee, is owned by the Pan European Food and Drink Company (PEFD), based in Turin, Italy. It is promoted as an exclusive ground coffee for gourmets. Its image is that of an Italian-style coffee. It has a strong full-bodied-style coffee. It has a strong full-bodied flavor and a slightly bitter taste. It costs more per 100 grams than almost every other ground coffee product on the supermarket shelves.,The problems and solutions According to the information, we know that in the last two years, Caferomas share of the European quality ground coffee market has declined by almost 25%. It has become a serious problem now. Obviously, to solve the problem, some measures should be taken. We have explained the advantages and disadvantages of the measure. To sum up, many ways can contribute to solving this problem, but the advertising ,price and a new product may be most effective.,A New Product,Price,Advertise,A New Product,According to the survey,we can see that caferoma is old-fashioned but has good quality and exclusive.so we could use its brand as tools to make new product.,Advantage: It can attract the customers , for example, KFC will push of some new products. Some people go to KFC only want to eat the new product. It adjusts to peoples quick life style and convenients people daily life. At the same time ,it is easily carried. An instant coffee or decaffeinated product has a low price. Disadvantages: It is no doubt that not only the taste of instant coffee or the decaffeinated product not as good as the ground coffee, but also it not benefits the people health,Solution: I think we should think of how to make a good product. Not only should we consider the price, but also we should think of the health of the new product. I think the best effect is we can make a product that can have the two advantages.,Price,We have thought that the coffe is belong to the high classes.But if we reduce the price,so that eveyone could have a taste.,Advantage: By reducing the price , caferoma would attract more customers to buy it so that the sales volume products market share and profits can increase. Disadvantage: Competing on pricing may increase short term sales. But it is dangerous strategy for anyone serious about building a profitable , sustainable business. Other companies can also reduce the price to occupy the product market share and compete with it.,Solution: We can not only consider the price, we also should make some strategy. For example, If one person buy 10 cups of coffee, l think we should give one to two cups of coffee. We also can use the membership card system, if he or she has the VIP card, then he or she enjoy discounts. It is also a way to make the price lower.,Advertise,We all know the power of celebrity effect.The advertisement is a strong attraction to the common.,Advantage： Caferoma can use product placement and brand endorsement to advertise itself to increase its brand awareness . Disadvantage: It needs to invest a large amount of capital material resources and labor power .,First, the person who is invited to play a role in the advertisement should be well-known enough. He (or she) would be expected to be a star. People always spend a lot of time searching the information of their herons. They will feel very happy if they use the same shampoo and eat the same food as those stars. What will happen if people see Eason Chen is drinking our coffee? Of course they will go to the supermarket and buy a same one. Although it may cost us a lot, I believe it will bring us more.,The second recommendation is that the TV ads should be telecasted in a right time. You may ask me “what is that?“ Actually it means those hours in which most of people are watching TV. We all know that it is just a waste of time and money if an advertisement has no audience at all. According to the reason that I have mentioned, we should always remember to try our best to choose a right time for our ads now. The bigger the number of people who have watched our ads, the bigger the number of people who would buy our coffee because they will no more drink a coffee that they have never seen before than go to a place that they have never heard.,Finally, we should send the ads to any places we can not only on televisions, but also on motorways, on buses and even on the walls of those shopping malls. Handing out the leaflet is another excellent way because its cheap and easy. All that we need to do is design a pattern, print them out and ask some people to hand the le