Caferoma Case Study: Repositioning of Products
Repositioning the product – change Caferoma's image is not a good solution for the Caferoma's problems. Actually, our brand already is a well-known brand of coffee and can not loose it. I would just mention about our packaging that is old fashion and needs to be updated.
- Pricing – to reduce the price is necessary to change some work process and, it take a large amount of time for it. Anyway, it is very difficult to reduce the price between 20% to 30%.
- Advertising – to reach new consumers, it is necessary to invest in a new advertising campaign. For example, showing Caferoma as a new fashion product for younger people, as a sophisticated product for modern people, etc.
- Multiple brands – to launch popular products under different brand names at lower prices is a good way to increase sales for Caferoma. The money reached by this way can be used to the Caferoma's advertising.
- Own label products – it is a good way to sell Caferoma's coffee for supermarkets to package and sell under their own labels. However, it is important to choose the best opportunity between the big supermarkets, actually seeing it as a precious partner. Off course, we need to continue to market the Caferoma brand at the same time.
- A new product – bring out new products under the Caferoma's brand is a way to increase the number of options to our consumers. Nowadays, consumers like of news and it is important to cover the lack of this market.
- Stretching the brand – manufacturers of coffee equipment are excellent partners for our business. This way, we can increase sales and, at the same time, it is a kind of advertising for our brand. It is a good way to show the power of Caferoma brand in the market.
In my opinion, we can take some solutions mentioned here, but step by
- Pricing – to reduce the price is necessary to change some work process and, it take a large amount of time for it. Anyway, it is very difficult to reduce the price between 20% to 30%.
- Advertising – to reach new consumers, it is necessary to invest in a new advertising campaign. For example, showing Caferoma as a new fashion product for younger people, as a sophisticated product for modern people, etc.
- Multiple brands – to launch popular products under different brand names at lower prices is a good way to increase sales for Caferoma. The money reached by this way can be used to the Caferoma's advertising.
- Own label products – it is a good way to sell Caferoma's coffee for supermarkets to package and sell under their own labels. However, it is important to choose the best opportunity between the big supermarkets, actually seeing it as a precious partner. Off course, we need to continue to market the Caferoma brand at the same time.
- A new product – bring out new products under the Caferoma's brand is a way to increase the number of options to our consumers. Nowadays, consumers like of news and it is important to cover the lack of this market.
- Stretching the brand – manufacturers of coffee equipment are excellent partners for our business. This way, we can increase sales and, at the same time, it is a kind of advertising for our brand. It is a good way to show the power of Caferoma brand in the market.
In my opinion, we can take some solutions mentioned here, but step by