Caferoma’s Marketing Manager Essay

In the last two years, caferomas share of the woodland ground coffee market has declined by almost 30 % (see chart). there are several reason for this brand loyalty consumers have become little loyal to brands and more scathe conscious. they are willing to buy start-priced coffee product. price supermarket are betraying, under their feature label, similar 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 Brand Image the caferoma brand no seven-day seems to be exciting and up-to-date. Repositioning 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 new advertising camping to relaunch the brand.multiple brandsell caferoma, with small changes to produ ct, under different brand names at lower prices. own brand label product allow supermarket to sell Caferoma under the supermarket own brand labels. Continue 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 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 with Caferomas Sales Director, Pietro. try 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 solve Caferomas problem Explainyour reasons.taskas members of PEFDs marketing team, hold an in formal meeting. consider the advantages and disadvantage of each solution. then decide what to do hobble the decline in the products market share and to increase profits