商务英语unit 2 caferoma (3)

Copycat products
Competing brands of Italian-style ground coffee at prices 30% to 40% lower than Caferoma's price have cut into Caferoma's market share.
solution 3: differentiated value
the traditional hand grinding process
solution 2: Improve product quality
imports are the most authentic coffee beans
brewing out fragrance thich Italia-style coffee flavor
Enjoy
Coffee is a kind of mood, a kind of emotional appeal. It is not enough to eat not to the cold, but it can help your spirit and comfort your taste buds, and your spirit is satisfied...
problems
brand loyalty
Consumers have become less loyal to brand and are more willing to trade down to lower-priced coffee products.
In the last two years,caferoma's share of the European quality ground coffee market has declined by almost 25%.There are several reasons for this:
solution 2: Show love to the customer
Brand marketing into the emotional marketing era, the highest state of enterprise management is to realize the maximization of profit, but to the social public spread love, with the excellent product quality, to improve the sales and service, with positive social responsibility to love by customers, to win the loyaltyll halt the decline in the product's market share and to increase profits in those actions help
let us look forward to a better tomorrow
solution 4: propagation consistency
The demand of consumer is more and more diversified, buying a product into the factor is more and more, functional needs, that is the inner quality of products, such as a consumer to buy cars, the first is to buy cars had good performance, this is the functional demand, is also the most basic demand; Second is to have good appearance.
邓漆施龙 茂筱文丹 丹筱
Background
caferoma.a well-known brand of coffee,is owend by the PEFD,based in Turin,Italy.It's promoted as an exclusive ground coffee for gourmets.Its image is that of an Italian-style coffee.It has a strong fullbodied flavour and a slightly bitter taste
copycat products
let our products have obtained the protection of the law
solution 1: Registered patent
To establish its own unique brand mark can better combat counterfeits
brand loyalty
Brand loyalty is a multidimensional concept, mainly includes the following four aspects: behavioral loyalty; Affective loyalty; Cognitive loyalty; Intentionality loyalty. In other words, in the formation process of loyalty, consumers will experience cognitive loyalty, affective loyalty, intentionality loyalty, behavioral, loyalty and so on four stage, at the same time consumers in a stage before the formation of a type of loyalty will affect them in a phase of loyalty.
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solution 1: regard customer as the honour
Low for sea, low for the king, at buyer's era, decided to customers to buy the consumers in the hand, but non-enterprise hands, the old ford said no matter what color the customer need the car, I only production black era has already become the history of never be able to experience it again. A liquor brand that the bartender if slogan is: give the big ye drink wine. Although creative some common, but the reflects customer and thoughts.
establish the service concept "customer is the God"
solution 4: improve the service quality
the waiter always smile shows a person,make consumers feel more at home
Brand appeal to in the consumers' mind leave deep impression, you must do the spread of the consistency and persistent, otherwise it is a good appeal also difficult in the consumers' mind produce continuous resonance effect.
that one day,we can happily enjoy coffee
Thank you
注：本样张仅用作示范，不涉及任何商业用途。
sell Caferoma,with minor product changes,under different brand names at lower prices
solution 3: multiple brands
together with other company came out with a new brand of coffee