Marketing Strategy

Topics: Coffee, Burr mill, Coffee preparation Pages: 7 (1803 words) Published: May 16, 2013
Market Summary: Past, present, and future

Café Najjar was established in Lebanon to satisfy the local consumption with coffee its production was with high quality so it was consumed with high percentages. Then the production becomes more efficiently and the products were exported to the world. By using the new technique, Café Najjar is the first in the world to exceed the limits of traditional coffee producing, thus reaching the ultimate in production of oriental coffee, which includes Lebanese, Armenian, Greek, Turkish, and Arabian coffees, and offering to its clientele a perfect taste which will surely set the trend. With Café Najjar, the oriental coffee industry reaches international standards 9 countries meet in Beirut to discover the great innovations of Café Najjar.


"The first product get your mind when you think to drink coffee is Najjar café." This is our mission in the local consumption. At Café Najjar, main purpose to reach is to develop the complete and genuine aroma of coffee, according to know-how and professional skills transmitted from generation to generation. By that the concentration of our company is to have the unique taste of coffee.

Product Definition

Najjar Café is responsible for producing good quality of coffee .At Café Najjar; we choose your coffee flavors depending on their origins and according to fragrances that suit you best. So we produce coffee with different flavors that is convenient for all types of people. Some of the kinds that Najjar Café produces are coffee with cardamom, coffee without cardamom, classic…

Positioning and Distribution

The coffee quality requires professional tasters since the "nose" of a human being remains the most reliable way of controlling a high quality

coffee. This is why at Café Najjar's factory; tasters are one of the most essential elements. Those tasters almost are mature in other word they are above eighteen years old. So that the positioning of our products is concentrated on the areas that are reach with these groups. Our strategy determines that the production must be distributed in any place of the world because of its high demand from all social classes, cultures, subcultures …So that the our products must be found in all markets but there must be a concentration on the tasters group. We adhere to provide our consumers with sufficient products wherever they are found.

Packaging and Fulfillment

Stale coffee is the last thing coffee lovers expect! This is why packing is a fundamental process. It needs precaution, care and sophistication. Therefore, at Café Najjar, we have chosen to adopt vacuum soft packing with a one-way valve, keeping the ground beans in a neutral environment and allowing the precious blend to breath. New packs at Café Najjar are elegant, refined, with warm colors, and finely designed to protect the famous mixture no other beverage can equal in taste, flavor and aroma

Our packagings are brown color-the color of the coffee –that makes the eyes of the consumer bewitched also the lovers of coffee focus on this color that symbolize to the coffee.

Consumer Promise

"If you taste it once you will no more ask for others." This statement is considered as a watchword for all of our activities. Our production is with high quality so that we have had the promise from all our consumers. To seduce coffee lovers with an incomparable and unique blend of aromas, the factory is equipped with state-of-the-art devices and machines that capture coffee's precious volatile flavor oils and bring out the aromatics and essences of coffee beans. Coffee making is an art we master with professionalism, from generation to generation. The studies decided that the number of consumer is approximately constant even though the price has been increased. These studies ensure that Najjar Café own the

promise. To conserve this promise we avoid the bluff of the consumers by producing high quality.

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