Caferoma’s Marketing Manager Essay

In the last two years, caferomas grapple of the quality ground coffee bean marketplace has declined by almost 30 % (see chart). there be several reason for this soil loyalty consumers consent become less loyal to brands and more price conscious. they are involuntary to buy lower-priced coffee product. price supermarket are selling, under their witness label, standardized products 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 set Image the caferoma brand no longer seems to be exciting and up-to-date. move the products change caferomas image to appeal to a different market segment. (which segment? what changes to taste, quality, packaging, logo labelling, distribution?)princingreduce the price by, say. 20% to 30% so that it is in the medium range of price.advertisingdevelop a unseasoned advertising camping to relaunch the brand.multiple brandsell caferoma, with beautifu l changes to product, under different brand names at lower prices. birth brand label product allow supermarket to sell Caferoma under the supermarket own brand labels. Continue to market the Caferoma brand at the aforesaid(prenominal) time.A new product Bring out an instant coffee or decaffeinated product under the caferoma brand as soon as possible.Stretching the brand Allow 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, Majestic Hotels, a major European hotels chain. She discusses the news program with Caferomas Sales Director, Pietro. Listen to their conversation. how does this new inormation affect your decisions?writing make unnecessary an e mail to Caferomas Managing Director, Mario Cumino. Summarise what action you agreed to scoop out at the meeting to solve Caferomas problem Ex plainyour reasons. laboras members of PEFDs marketing team, hold an informal meeting. consider the advantages and disfavour of each solution. then decide what to do stop the decline in the products market share and to increase profits