Caferoma’s Marketing Manager Essay

In the last two years, caferomas share of the quality ground deep brown foodstuff has declined by almost 30 % (see chart). there are several(prenominal) reason for this shit doglikety consumers have become less loyal to brands and more footing conscious. they are willing to buy land- legal injuryd coffee yield. price supermarket are selling, under their own label, similar intersection points to caferoma at much lower prices. Copycat producto competing products of italian-style ground coffee are selling at price 30 to 40% lower than caferoma Brand Image the caferoma brand no longer seems to be exciting and up-to-date. Repositioning the products change caferomas attend to appeal to a different market segment. (which segment? what changes to taste, quality, packaging, logo labelling, dispersion?)princingreduce the price by, say. 20% to 30% so that it is in the speciality range of price.advertisingdevelop a new advertising campying to relaunch the brand.multiple brandsell ca feroma, with small changes to product, under different brand names at lower prices. own brand label product allow supermarket to sell Caferoma under the supermarket own brand labels. wrap up to market the Caferoma brand at the same time.A new product Bring out an instant coffee or decaffeinated product under the caferoma brand as soon as possible.Stretching the brand take on some makers of coffee equipament (cafetieres, percolators, coffee, machines, etc.) to use the caferoma brand on their goods, for a licensing fee.Claudia, Caferomas Marketing Manager, has some recent new from one of Caferomas biggest customers, chivalrous Hotels, a major European hotels chain. She discusses the news with Caferomas Sales Director, Pietro. get word to their conversation. how does this new inormation affect your decisions?writingwrite an e mail to Caferomas Managing Director, Mario Cumino. Summarise what action you agreed to take at the meeting to crystallise Caferomas problem Explainyour reaso ns.taskas members of PEFDs trade team, hold an informal meeting. consider the advantages and disadvantage of each solution. then judge what to do stop the decline in the products market share and to increase profits