Unit 1: brand case study

INDUSTRIAL UNIVERSITY OF
HOCHIMINH CITY

UNIT 1

CASE STUDY


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BACKGROUND

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Owned by PEFD.
Based in Italy.
Image: Italian-style coffe.
Taste: strong and slightly.
Costs: more than other
ground coffee product.


II. PROBLEMS
 Market share has declined by almost 30%
 Consumers have become less loyal to
brands and more price conscious
 Supermarkets started selling coffee brands under their own label at
much lower prices.
 Other coffee are selling at prices 30 to 40% lower than Caferoma
 Brand image no longer seems to be exciting and up-to-date


III. STATS
 Caferoma‘s market share decreased significantly in the last year


III. STATS
 Sales outlets as a percentage of Caferoma sales

IV. POSSIBLE SOLUTIONS
 Repositioning the product
Proposal

Benefits

Pitfalls

A total change of

Makes the product

image appropriate to

more eye-catching and difficult to change and

the modern market

more modern.

trends.

Too expensive and
perhaps the loss of
customers who liked
the old fashioned
Caferoma.

IV. POSSIBLE SOLUTIONS
 Pricing
Proposal

Benefits

Pitfalls

Reduce the pricing

If Caferoma reduces

Decrease in the profit

which is more equal to

prices it can attract

margin

the price of market

more potential

competitors

customers

IV. POSSIBLE SOLUTIONS
 A new product
Proposal

Benefits

Pitfalls

Launching a new

This gives customers the

But besides that there are

instant coffee or a

novelty stimulates

downside is offering

decaffeinated under

consumers find products

completely new products such

the Caferoma brand

and to improve old

as a user know about it and

products and quality coffee changing the brand has been
taste and appearance will
make users more
entroyable

available since long easy


IV. POSSIBLE SOLUTIONS
 Multiple brands
Proposal

Benefits

Pitfalls

Selling of new lower

Gives customers the

Quality of the product

priced Caferoma

choice in trying

may down

products with different

different products and

brand names

different flavors


IV. POSSIBLE SOLUTIONS
 Own brand label products
Proposal

Benefits

Pitfalls

Allows to sell Caferoma

Use of the already popular

The customers

products under the

supermarket brand names,

wouldn’t know that

supermarket‘s brand

increase of sales and

they are buying an

name and continuation

substansially increase in the

Caferoma product

in marketing the

number of customers

Caferoma products


IV. POSSIBLE SOLUTIONS
 Advertising
Proposal

Benefits

Pitfalls

Introducing a new

Attracts a lot of positive

Too expensive

advertising campaign

feedback and increases

and a grand relaunch

number of potential
customers


IV. POSSIBLE SOLUTIONS
 Stretching the brand
Proposal

Benefits

Pitfalls

Allowing makers of

There are difficulties

Help customers promote

coffee equipment to use

that so many brand

them to many more

Caferoma’s brand name

expansion will make

components and

on their goods for a

business have to invest

improve the scale of

licensing fee

a lot of capital and

Caferoma statue

time


V. CONCLUDE
 Introduction of new exotic coffee
brands and new flavors under
Caféroma’s image .
 new advertising and marketing
techniques.
 set up of stalls and give away

samples of the product.


V. CONCLUDE
 The Caféroma logo should be
redesigned.
 Packaging should be change.
 Lower prices


Thank
you for
your
listening