体验商务英语综合教程三(第二版)答案Unit1Brands.pptVIP

CASE STUDY Caferoma Problems Problem Reasons Its share of the European quality ground coffee market has declined by almost 25%. Brand loyalty: People prefer lower-priced coffee products. Price: Similar products are offered at much lower prices. Copycat products: Other brands of Italian-style ground coffee are 30 – 40% cheaper. Brand image: Caferoma is out of date. Too expensive out of date CASE STUDY Caferoma Possible solutions Repositioning the product Pricing Advertising Multiple brands Own-label products New products Brand stretching Change the targe