Caferoma Analysis free essay sample

PEFD has been instructed by Claudia, Caferoma’s Marketing Manager to investigate and to report on the loss of market share of Caferoma and to offer solutions to improve the situation on b ) Procedure i ) Sales Report : According to the sales report for the previous 2 years and up to date. Caferoma was high in demand for supermarkets, and was low in demand for restaurants. ii ) Main Competitors Report : The main competitors for Caferoma , is other coffee brands such as the supermarket own label brand, Top 5 European coffee brands such as, and other brands. iii ) Survey On Focus Group: As in the focus group, what I can analyse is that customers thinks Caferoma is :- -too expensive. -does not reach up to the value of money which they also would like to save. -The coffee is good quality and old fashioned as how they like it, but it is not as tastefully exiciting as it looks. We will write a custom essay sample on Caferoma Analysis or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page -The customers thinks that Caferoma is an exclusive coffee. According to this analysis, in my opinion the customer’s think that Caferoma does not exceed their taste buds and its not worth for them to purchase it. c ) Findings: Follow the same as procedure. Explain these three parts of procedure briefly based on the textbook. In the text book, Caferoma is an exclusive product for people who loves ground coffee. It has a strong and slightly bitter taste, and costs more than other coffee in the market. a) In the procedure above based on sales report, the only client that bought the most was the supermarkets, and a year later it fell in demand. Mainly because supermarkets are selling under their own label, similar product to Caferoma at much lower price. b) In competitors report, there are many types of coffee out there. So in order for Caferoma to be one of the best coffee they would have to out beat or have an extremely special taste that customers ould go crazy for. Their brand loyalty is not good or strong, because customers are willing to buy lower-priced coffee products. C) Finally, under the survey focus group. You can see the reactions of customers fall as the brand no longer seems to be exciting and up to –date. Customers like their coffee to be strong, tasteful sometimes sweet. So having a à ¢â‚¬Å"Bitter taste† coffee in the market would not sell to the other customer that prefers their coffee simple and light, causing them to slowly lose their customers attention and loyalty. d ) Conclusion As for the competitors, the reason why they can take over the market easily is because they have a tendency to have copycat products. Competing products of Italian-style ground coffee are selling at prices 30 to 40% lower than Caferoma. Caferoma products are very old fashioned and the market trends these days changes. There are more young adults from the age of 20 up till 45 taking coffee, for them to take an old fashioned coffee would not exceed their expectation in what they look for. Not only that the market trends changes, there are many types of Caferoma products which sells better and which are far more cheaper than Caferoma. At the moment, the analysis explains that it’s a bad expensive product because coffee should not be this expensive to enjoy. ( These are the final points as given by Mrs. Looi ) e ) Recommendations In my opinion for Caferoma to be in their products a) Repositioning the products If you want your product to sell good in the market, you need to have a good strategy and position. That means we have to target the right audiences. Since caferoma is a bitter coffee, they should put up a survery and ask opinion of the society today. As their opinions would also give Caferoma an idea for their taste, quality that can get the expectations of their customers. b) Pricing Caferoma is known as an exclusive brand of coffee, which makes their pricing expensive. In my opinion after getting to know the people’s taste , they can make a coffee which is simple and at the same time authentic and exciting. So not only it would have good quality but the production price to make this coffee would not be too high, and therefore at the end of the day, they can sell their coffee in a medium price range for everyone to enjoy. ) Advertising These days advertisements are all about the brand. If Caferoma makes up a catch phrase which can catch people attention , they would want to know how would it feel or even taste after you consume the product. So by advertising in the right place, EG: the city , where people go oftenly for work . or someone giving away sample of few different coffee. It can help bring in the customers and th ey would also spread it out to their friends. d) Multiple brands Caferoma can also go into calibration with other coffee brands, or even other brands. EG: If you purchase a coffee mug you get Caferoma coffee with 30% discount. So you can attract the customers attention e) Own brand label products Since Caferoma is highly exclusive product and not many people know about it, we can join tides or business under other brands , so when loyal customers buy the supermarket brand products. They would also have a small free sample attached to it for them to know what is new in the market. If the customer likes it, they would come running back to find out about your coffee brand. f) A new product After getting customer survery, or even looking at the sale of how good your offee is growing in the market, we should create a new product like an instant coffee so customers would have a variety of different product of Caferoma in their list. g) Stretching the brand In order to make the brand bigger, we should start making simple electronics like coffee mugs, coffee maker so people are aware that Caferoma is not only a famous exclusive coffee its also its multi franchise company in the world. So, that would be my final conclusion about Caferoma, and my point of opining to make Caferoma a successful multi brand industry in the coming future.