商英案例分析caferoma.pptVIP

* Presentation Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Caferoma Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Content Background Information Problems and Reasons Solutions Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Background Information Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Company and Main Product: Caferoma, a well-known brand of coffee, is owned by PEFD, a company based in Turin, Italy. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Brand Image: Italian style Ground coffee Strong and slightly bitter taste Exclusive (comparatively higher price) Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Problems and Reasons Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Problems: In the last two years, Caferoma’s share of the quality ground coffee market has declined by almost 30%. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Reasons: 1 Brand loyalty less loyal to brands more price conscious 2 Price Supermarkets are selling, under their own label, similar products at much lower price. 3 Copycat products Competing products of Italian-style ground coffee are selling at prices 30 to 40% lower than Caferoma. 4 Brand Image no longer exciting out of date Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.