商英案例分析caferoma(最终).ppt

Introduction 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. 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. We all know the power of celebrity effect.The advertisement is a strong attraction to the common. Caferoma 杜炜 王腾 李爱爱 王帆 杨素芳 刘梦梦 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, Caferoma’s 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. 55 Exclusive? 23 Exciting? 80 Old-fashioned 70 Good quality? 43 Value for money? 60 Expensive? % of people answering ‘yes’ Do you think Caferoma is … A New Product Price Advertise A New Product Advantage: ①It 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. ②It adjusts to people’s quick life style and convenients people’ daily life. At the same time ,it is easily carried. ③An instant coffee or decaffeinated product has a low price. Disadvantages: ①It is no doubt that not only the taste of instant coffee or the decaffeinated product not as good as the ground coffee,