Unit 1: brand case study

PROBLEMS  Market share has declined by almost 30%  Consumers have become less loyal to brands and more price conscious  Supermarkets started selling coffee brands under their own labe

UNIT 1

CASE STUDY

INDUSTRIAL UNIVERSITY OF

HOCHIMINH CITY

1 2 3 4

BACK GROU

ND

PRO BLEM

S

STAT S POS SIBL

E SOLU TION

S

MAIN CONTENT

5

CONC LUDE

• Owned by PEFD.

• Based in Italy.

• Image: Italian-style coffe.

• Taste: strong and slightly.

• Costs: more than other

ground coffee product.

II PROBLEMS

 Market share has declined by almost 30%

 Consumers have become less loyal to

brands and more price conscious

 Supermarkets started selling coffee brands under their own label at

much lower prices

 Other coffee are selling at prices 30 to 40% lower than Caferoma

 Brand image no longer seems to be exciting and up-to-date

III STATS

 Caferoma‘s market share decreased significantly in the last year

 Sales outlets as a percentage of Caferoma sales

III STATS

IV POSSIBLE SOLUTIONS

Proposal Benefits Pitfalls

A total change of

image appropriate to

the modern market

trends

Makes the product more eye-catching and more modern

Too expensive and difficult to change and perhaps the loss of

customers who liked the old fashioned

Caferoma

 Repositioning the product

IV POSSIBLE SOLUTIONS

Proposal Benefits Pitfalls

Reduce the pricing

which is more equal to

the price of market

competitors

If Caferoma reduces prices it can attract more potential customers

Decrease in the profit

margin

 Pricing

IV POSSIBLE SOLUTIONS

 A new product

Proposal Benefits Pitfalls

Launching a new

instant coffee or a

decaffeinated under

the Caferoma brand

This gives customers the novelty stimulates

consumers find products and to improve old

products and quality coffee taste and

appearance will make users more entroyable

But besides that there are downside is offering

completely new products such as a user know about it and changing the brand has been available since long easy

IV POSSIBLE SOLUTIONS

 Multiple brands

Proposal Benefits Pitfalls

Selling of new lower

priced Caferoma

products with different

brand names

Gives customers the choice in trying different products and

different flavors

Quality of the product

may down

IV POSSIBLE SOLUTIONS

 Own brand label products

Proposal Benefits Pitfalls

Allows to sell Caferoma

products under the

supermarket‘s brand

name and continuation

in marketing the

Caferoma products

Use of the already popular supermarket brand names, increase of sales and

substansially increase in the number of customers

The customers wouldn’t know that they are buying an Caferoma product

IV POSSIBLE SOLUTIONS

 Advertising

Proposal Benefits Pitfalls

Introducing a new

advertising campaign

and a grand relaunch

Attracts a lot of positive feedback and increases number of potential

customers

Too expensive

IV POSSIBLE SOLUTIONS

 Stretching the brand

Proposal Benefits Pitfalls

Allowing makers of

coffee equipment to

use Caferoma’s brand

name on their goods

for a licensing fee

There are difficulties that so many brand expansion will make business have to invest a lot of capital

and time

Help customers promote them to many more components and improve the scale of Caferoma statue

V CONCLUDE

 Introduction of new exotic coffee brands and new flavors under Caféroma’s image

 new advertising and marketing techniques.

 set up of stalls and give away

samples of the product

V CONCLUDE

 The Caféroma logo should be redesigned

 Packaging should be change

 Lower prices

Thank

you for your

listening