商英案例分析caferoma(最終)

商英案例分析caferoma(最終)IntroductionCaferoma,awellknownbrandofcoffee,isownedbythePanEuropeanFoodandDrinkCompany(PEFD),basedinTurin,Italy.Itispromotedasanexclusivegroundcoffeeforgourmets.ItsimageisthatofanItalian-stylecoffee.Ithasastrongfull-bodied-stylecoffee.Ithasastrongfull-bodiedflavorandaslightlybittertaste.Itcostsmoreper100gramsthanalmosteveryothergroundcoffeeproductonthesupermarketshelves.TheproblemsandsolutionsAccordingtotheinformation,weknowthatinthelasttwoyears,Caferoma’sshareoftheEuropeanqualitygroundcoffeemarkethasdeclinedbyalmost25%.Ithasbecomeaseriousproblemnow.Obviously,tosolvetheproblem,somemeasuresshouldbetaken.Wehaveexplainedtheadvantagesanddisadvantagesofthemeasure.Tosumup,manywayscancontributetosolvingthisproblem,buttheadvertising,priceandanewproductmaybemosteffective.DoyouthinkCaferomais…%ofpeopleanswering‘yes’Expensive?60Valueformoney?43Goodquality?70Old-fashioned80Exciting?23Exclusive?55ANewProductPriceAdvertiseANewProductAccordingtothesurvey,wecanseethatcaferomaisold-fashionedbuthasgoodqualityandexclusive.sowecoulduseitsbrandastoolstomakenewproduct.Advantage:①Itcanattractthecustomers,forexle,KFCwillpushofsomenewproducts.SomepeoplegotoKFConlywanttoeatthenewproduct.②Itadjuststopeople’squicklifestyleandconvenientspeople’dailylife.Atthesametime,itiseasilycarried.③Aninstantcoffeeordecaffeinatedproducthasalowprice.Disadvantages:①Itisnodoubtthatnotonlythetasteofinstantcoffeeorthedecaffeinatedproductnotasgoodasthegroundcoffee,butalsoitnotbenefitsthepeople’healthSolution:Ithinkweshouldthinkofhowtomakeagoodproduct.Notonlyshouldweconsidertheprice,butalsoweshouldthinkofthehealthofthenewproduct.Ithinkthebesteffectiswecanmakeaproductthatcanhavethetwoadvantages.PriceWehavethoughtthatthecoffeisbelongtothehighclasses.Butifwereducetheprice,sothateveyonecouldhaveataste.Advantage:Byreducingtheprice,caferomawouldattractmorecustomerstobuyitsothatthesalesvolumeproduct’smarketshareandprofitscanincrease.Disadvantage:Competingonpricingmayincreaseshorttermsales.Butitisdangerousstrategyforanyoneseriousaboutbuildingaprofitable,sustainablebusiness.Othercompaniescanalsoreducethepricetooccupytheproduct’marketshareandcompetewithit.Solution:Wecannotonlyconsidertheprice,wealsoshouldmakesomestrategy.Forexle,Ifonepersonbuy10cupsofcoffee,lthinkweshouldgiveonetotwocupsofcoffee.Wealsocanusethemembershipcardsystem,ifheorshehastheVIPcard,thenheorsheenjoydiscounts.Itisalsoawaytomakethepricelower.AdvertiseWeallknowthepowerofcelebrityeffect.Theadvertisementisastrongattractiontothecommon.

Advantage：Caferomacanuseproductplacementandbrandendorsementtoadvertiseitselftoincreaseitsbrandawareness.Disadvantage:Itneedstoinvestalargeamountofcapitalmaterialresourcesandlaborpower.First,thepersonwhoisinvitedtoplayaroleintheadvertisementshouldbewell-knownenough.He(orshe)wouldbeexpectedtobeastar.Peoplealwaysspendalotoftimesearchingtheinformationoftheirherons.Theywillfeelveryhappyiftheyusethesameshooandeatthesamefoodasthosestars.WhatwillhappenifpeopleseeEasonChenisdrinkingourcoffee?Ofcoursetheywillgotothesupermarketandbuyasameone.Althoughitmaycostusalot,Ibelieveitwillbringusmore.ThesecondrecommendationisthattheTVadsshouldbetelecastedinarighttime.Youmayaskme“whatisthat?"ActuallyitmeansthosehoursinwhichmostofpeoplearewatchingTV.Weallknowthatitisjustawasteoftimeandmoneyifanadvertisementhasnoaudienceatall.AccordingtothereasonthatIhavementioned,weshouldalwaysremembertotryourbesttochoosearighttimeforouradsnow.Thebiggerthenumberofpeoplewhohavewatchedourads,thebiggerthenumberofpeoplewhowouldbuyourcoffeebecausetheywillnomoredrinkacoffeethattheyhaveneverseenbeforethangotoaplacethattheyhaveneverheard.Finally,weshouldsendtheadstoanyplaceswecan——notonlyontelevisions,butalsoonmotorways,onbusesandevenonthewallsofthoseshoppingmalls.Handingouttheleafletisanotherexcellentwaybecauseit'scheapandeasy.Allthatweneedtodoisdesignapattern,printthemoutandasksomepeopletohand