|Ein Forum mit Arbeiten auf dem Niveau einer Handelsakademie|
Forum für das Medienkolleg und Marketingkolleg
Caferoma is a well known brand of coffee, promoted as an exclusive product with a strong and slightly bitter taste.
· Consumers habe become less loyal to the brand
· Supermarkets are selling similar products at much lover prices
· Competing products have lower prices (30 to 40 %)
· Brand image: not up to date
SWOT – Analysis:
S: well known brand, quality
W: old fashioned, price, boring
O: split brand in high and low quality
T: top five European coffee brands and supermarkets own label brands
One possible solution:
Create a new coffee with a new taste and a new name for example „Cafferissima“. To introduce the new coffee it will be good to have a limited edition (maybe coffee with taste of chilli). It is necessary to create a new package with an exlusive design for example in gold. Furthermore we give special introduction prices for both 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 brand back to life, will be a good idea to give small additional samples on the new coffee package of „Cafferissima“.
Moreover we need a new design of the logo, as the old one is boring. There is no relation between this logo and the exclusive taste oft the coffee. Maybe it could be similar to the package of Caferoma (golden, italic type).
The next step will be a change of adversiting. It is necessary to find the typical Italian style for old and young people. I think it would be great to have two different ads. One ad with an old woman, dressed very exclusively and the other one with a group of young people who are having fun, laughing and so on. But both ads will be made at the same place for example a typically Italien square.