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.

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