Background

Caferoma, a well-known brand (ismert márka) of coffee, is owned by PEFD, a company based in Turin, Italy (cég, melynek székhelye, Torino, Olaszország). It is promoted (úgy reklámozzák) as an exclusive products for people who love ground coffee (őrölt kávé). Its image is of an Italian-style coffee. It has a strong and slightly bitter taste, and costs more than almost every other ground coffee product on the market.

Problems:

In the last two years, Caferoma’s share of the quality ground coffee market has declined by almost 30%. (piaci részesedése majdnem 30%-kal csökkent). There are several reasons for this:

1. Brand loyalty (a márkához való hűség): Consumers have become less loyal to brands and more price conscious (ártudatos). They are willing to to buy lower-priced coffee.
2. Price: Supermarkets are selling, under their own label (saját márkaként, mint pl. a Tesco/Spar saját márkái), similar producst to Caferoma at much lower prices.
3. ’Copycat’ products: (termék-másolatok): Competing products (versenyben lévő termékek) of Italian-style ground coffee are selling at prices 30 to 40% lower (30-40%-kal alacsonyabb áron értékesítenek) than Caferoma.
4. Brand image (a márka imidzse): Caferoma brand no longer seems to be exiting and up-to-date.

Possible solutions:

Repositioning the product (a termék újrapozicionálása): Change Caferoma’s image to appeal to a different market segment (piaci szegmens).

Pricing (árazás): Reduce the price (csökkents az árat) by, say, 20% to 30% so that it is in the

Advertising: Develop a new advertising campaign (reklám kampány) to relaunch the brand (a márka „újraindítása”-azaz felfrissítése)

A new product: Bring out (dobj piacra) an instant coffee or a decaffeinated product under the Caferoma brand as soon as possible.

Stretching the brand (a márka „kitágítása”): Allow some makers of coffee equipment (cafetieres, percolators, coffee machines, stc.) to use the Caferoma brand on their goods for a licensing fee (licencdíj)