Coffee marketing Report
Executive summary
After being contacted by VistAmigo Company, an Italian manufacturer of coffee, I am carrying out this survey in order to know if it could establish itself on the coffee market. VistAmigo wishes to launch a new product : a flavoured coffee. VistAmigo Company wants especially to target young people, aged between 18 and 35 years old. 90 people replied to survey on coffee through the Internet. 56,8% of the answers were from women and 43,2% from men. Moreover, most of people who answered are between 20 and 25 years old (97,8%).So the sample is interesting because it shows the opinion of young people, with a good distribution of women and men, aged especially between 20 and 25 years old. Answers show that people would be prepared to try the new product of VistAmigo Company, that is to say the flavoured coffee.
Introduction
This report will look at:1. Present consumption habits about coffee2. Customer preferences about coffee3. Customer opinions and preferences about flavoured coffee4. Recognition of brands
Findings
1. We can see that almost all the respondents drink coffee. Indeed 82,3% of them drink coffee at least once a week or less than once a week. However the majority of people consume coffee every day (40% of them). Only 17,8% of them don’t drink coffee at all. The people questioned drink coffee in several kinds of places: at home, et school, at work, in restaurants, in pubs…But among all these places, they prefer (78,7% of them) to consume coffee at school/university/the workplace, maybe because they spend lots of time there and drinking coffee is a good way to relax or take a break after a work session. Furthermore, the kind of coffee that most of people drink is the full-flavoured coffee. 2. The second point, which follows from this survey, is the importance that people (74,7% of the total sample) grant to the quality. After this element, the taste (61,3%) is the second most important criterion for the consumers when they buy coffee. The price comes only in third position with 41,3%. Then follow the brand, the kind of coffee and the packaging. Furthermore, few people think that the fairtrade (which was not proposed among the different criteria) is an important criterion too. 3. Most people would be prepared to try flavoured coffee (45,5%) or perhaps (28,6%) . It shows that even if people are not really sure to be ready to drink this kind of coffee, they would like at least to taste this new product. So the idea to launch a flavoured coffee is not rejected by people. For 60,7%, vanilla would be the preferred flavour in a coffee. Orange comes in second position and then mint. Other flavours, sometimes original, like caramel, rasperry, chocolate and even almond have also been proposed by people. 4. The preferred brands are diverse. Carte noire, Nescafé, and Grand’Mère are the most named brands. The main reasons are: the good cost/quality rate, the variety of tastes, and it is simply delicious! We can also note that some people are not linked to a brand.
Conclusion
VistAmigo Company has a good opportunity to establish itself on the coffee market, indeed its products meet the demands of consumers.
Recommendations
As a part of consumer are not sure to be prepared to try flavoured coffee, it is more prudent that VistAmigo Company begin to launch on the market only three kinds of coffee flavour : vanilla , orange and mint. Then if these products are a success, VistAmigo Company can offer other flavours like caramel or raspberry. Furthermore, these products should be offered for sale in supermarkets or small stores, and at a medium price, not too cheap and not too expensive, because most people grant importance first of all to the quality of coffee.
Nescafe Dolce Gusto Sex Machine
About this ad…
The ad theme music is Get Up (I Feel Like Being A ) Sex Machine by James Brown.
The ad storyline is: A Nescafe Dolce Gusto machine (made by Krups) plays the part of James Brown and makes one of the new Nescafe Dolce Gusto range of coffees. Then as Sex Machine by James Brown is sung the coffee machines and cups of coffee perform a quirky dance routine.
I like very much this ad. In my opinion, the music by James Brown is a good choice and gives a dynamic tempo at this ad. In only 30 seconds, I think we can really be seduced by this sexy Nescafe Dolce Gusto machine!
Nescafe Dolce Gusto : Coffee from the future
Only out in Europe at the end of 2006, the new Nescafe Dolce Gusto is taking the EU by storm. Why? The innovation is that the Nescafe Dolce Gusto makes lots of different amazing coffee drinks: Latte Macchiato, Expresso, Cappuccino and Caffé Lungo. Moreover, the Dolce Gusto has a removable 1.3 liter water tank, 14 bar pressure pump, and a unique design available in three colours (Black, white and red).
Each coffee capsule contains roast & ground coffee from 100 percent Arabica beans, which basically means they’re the best you can get; then the coffee capsules are sealed airtight after roasting, to keep them really fresh. When the capsules are put into the machine, a combination of the finely ground coffee & the 14-bar pressure (professional coffee shop standard) guarantees maximum flavour and a perfect full bodied, rich aroma coffee everytime. Not only that, the 14-bar pressure used in combination with the milk capsule, gives you that famous frothy coffee shop cappuccino and latte macchiato’s.
I will add that this product is currently not available in the US. However, the Nescafe Dolce Gusto should come to the US this year.
Survey on coffee: Give your opinion!
Do you like coffee? Do you want to try a new kind of coffee? You can also reply to few questions in order to know your habits and to give your opinion. If you agree, go to : http://www.surveymonkey.com/s.asp?u=871653573330
A Lavazza ad
This ad aims to promote a product made by Lavazza, the famous Italian brand of coffee. This product is a little dose of coffee or a „dosette“. This kind of product was first launched by the coffee brand Nescafé and since then many competitors have offered this product. The name of Lavazza’s dosettes is Allegro.
In this ad, we can see a woman dressed up as a tigress. Indeed she wears a yellow costume with brown marks, and has pointed ears too. She seems like a superwoman. She has long golden nails. She wears jewels with diamonds. The superwoman is in a coffee bar and is drinking a cup of Lavazza coffee.
The message of the ad „The most incredible dosette experience“ is effective. It means that, although this woman is a super heroine, she has also a weakness. She needs to drink a magical beverage in order to obtain her super powers. And obviously this magical potion is the Lavazza coffee. The ad wants to prove that the Lavazza coffee gives us lots of pleasure and especially energy, even in difficult moments and situations.
We can think that the main target of Lavazza is the modern woman, who has to combine several roles. Nowadays, lots of women work and have a family too. The Lavazza coffee can also be a good ally for these women, in order to manage at the same time their professionnal and private life.
In my opinion, this ad is a good work of artistic creation. This visual is beautiful and very attractive. I think that this ad gives a seductive image of the Lavazza brand. The ad is effective because many women will identify with the superwoman on the ad and so would like to buy the Lavazza coffee. There are other creations of this kind in the Lavazza calendar for 2007, made by the Spanish photographer Eugenio Recuenco. I own a copy of this calendar which is very splendid!
A beautiful marketing product: The Lavazza calendar
Since several years, the coffee brand Lavazza has launched a calendar in order to promote its products. At the beginning of 2007, Giuseppe Lavazza, the marketing director of this famous Italian coffee producer has launched a new calendar which represents a 17m-euro investment. The theme of this calendar is beautiful women with superpowers bringing order to a lawless city.
You can see a few photos of this calendar thanks to the following link:
The new Starbucks marketing strategy
To promote its numerous drink combinations, Starbucks has found a new idea, which can really seduce its customers and obviously potential customers too. What is it? Starbucks is now oferring people to design their own branded T-shirts bearing their favorite drinks. At Starbucks.com, visitors can select the drink elements, and choose icons from fashion designer Mychael Knight of “Project Runway” fame to finish off the design. If you are curious, I advise you to go on www.mystarbuckstshirt.com !
Starbucks VS Costa
Have you already drunk one of the 5000 possible drink combinations at Starbucks?Starbucks is a coffee bar, a kind of „Mac Do of coffee“. This famous US cofee brand owns stores all over the world and opened its first store in France in January 2004 in Paris.
Recently Starbucks has encountered a stong rival in expanding its China business. This rival is Costa, a brand name of coffee founded by two Italian brothers Sergio Costa and Bruno Costa in London in 1971. Costa opened its first store in China in Shanghai in December 2006 and want to sweep across China.What is different from Starbucks’ American characteristics is that Costa will bring into China the Italian noble flavor combined with Chinese local preferences.
Currently Costa has opened 515 stores in Britain and will expand to Japan and South Korea later in 2007. Therefore we can forecast that Costa and Starbucks will compete in China and Asia-Pacific Region with utmost efforts.
How was coffee born?
According to legend, beans (of coffee) were first observed by an astute shepherd in eastern Ethiopia. He noticed that the sheeps eating the berries of certain shrubs (little trees) were more playful, energetic and agitated. Eventually, he tasted some of berries and felt an euphoria never experienced before. Thus was coffee born!
Then, how coffee evolded in the world?
First of all people would eat fresh “berries” to experience the affect of caffeine. Then the shrub was brought over the Red Sea to Yemen in 525 AD (Anno Domini), where it grew on certain locations with sufficient water. At first, coffee beans were used as medication, and for religious purposes by priests. And today, coffee is become one of the most popular non-alcoholic beverages of the world.
Furthermore the word coffee is derived from Arabic qahwa.
Presentation
Hi !
My name is Marie, and I’m currently student in the second year at the Normandy Business School in Le Havre.
I have chosen to create this marketing blog about the coffee, because I like very much the coffee ads (and obviously, drinking coffee too!) ,as the advertising campaign for Nespresso, “Nespresso? What else”, and especially the last ad for Carte Noire. To my mind, these ads are very beautiful, sensual, and efficient for the customers.
