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caferoma--一組基礎(chǔ)知識(shí)點(diǎn)ANewStart

---solutionstocaferomaContentsTheproblemsandreasonsFeaturesofourcoffeeSolutionsIntendedeffectConclusionTheproblemsandreasonsProblems:Brandloyalty:Consumershavebecomelessloyaltobrandsandaremorewillingtotradedowntolower-pricedcoffeeproducts.Price:Supermarketshavebeenproducing,undertheirownlabel,similarproductstoCaferomaatmuchlowerprices.‘Copycat‘products:CompetingbrandsofItalian-stylegroundcoffeeatprice30%to40%lowerthanCaferoma’smarketsshare.Brandimage:ConsumersurveysshowthattheCaferomabrandnolongerconveysafeelingReasons:1.Consumerstradingdown;2.Supermaketpricewar;3.Newcompetingproducts;4.Caferomabecominglessfashionable.SolutionsMarketpositioning

PackingAdvertisementMarketPositioning--ThehighlevelconsumptionSegmentationofthehighlevelconsumptionSuccessfulpeopleBrandloversWell-educatedpeopleQualitylifeloversRationalconsumersAdvertisementfollowersLocationsHigh-levelcafésBarsHigh-levelofficesFashion-designofficesPrivatedistributiontopublicfigures(likeartists)FeaturesofthehighlevelconsumptionHavevarietyoflifeexperiencePlentyofsparetimePlentyofsparemoneyHighdemandfortheirentertainmentlifeHighdemandforproducttohelpdealwithbusyworkPacking----highgradestyleAsfarasweconcerned,ourcoffeeprovideforthosehigh-spenders,soourpackingofproductsmustbedelicateandhavehighgradestyle.Itdetailsthatis:AnewlogoMaterialsofpackingDifferentstylesindifferentperiodAnewlogoisanewstartofcaferoma.Logoisabrand’ssymbol.Peoplecanrecognizeitquicklyandalsocanimpressedonconsumer’ssymbolMaterials:Wecanuseenvironmentalprotectionmaterials.Anddesignthepacking’sform(shape).Thestyleisup-to-date,matchforfashion.Indifferentholidaysorfestivals,wemustdesigndifferentstylethatmustmatchthedatetheme.Advertisement----Highquality

advertisingCaferoma,sharewarmwithfamilyCaferoma,enjoyworkwithpassionCaferoma,companymeeverytripinlifeCaferoma,warmandpassion.yourlifestyle,yourchoice.IntendedeffectExtendtheportionofthemarketinthecompetitivesocietyincreaseCaferoma′sshareoftheEuropeanqualitygroundcoffeemarketdream:everypersondrinkacupofcoffeeeverydayEverythingwedo,fromthestructureforourservices,mustbedonewiththemissioninmindThemarketingplangivesusaroadmapthatcandriveactionandpointthewayMarketschangeallthetimeandwemustberead.ConclusionNottor

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