商英案例分析caferoma(最终).ppt
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商英案例分析caferoma(最终).ppt
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Caferoma杜炜杜炜王腾王腾李爱爱李爱爱王帆王帆杨素芳杨素芳刘梦梦刘梦梦IntroductionIntroductionCaferoma,awellknownbrandofcoffee,isownedbythePanEuropeanFoodandDrinkCompany(PEFD),basedinTurin,Italy.Itispromotedasanexclusivegroundcoffeeforgourmets.ItsimageisthatofanItalian-stylecoffee.Ithasastrongfull-bodied-stylecoffee.Ithasastrongfull-bodiedflavorandaslightlybittertaste.Itcostsmoreper100gramsthanalmosteveryothergroundcoffeeproductonthesupermarketshelves.TheproblemsandsolutionsAccordingtotheinformation,weknowthatinthelasttwoyears,CaferomasshareoftheEuropeanqualitygroundcoffeemarkethasdeclinedbyalmost25%.Ithasbecomeaseriousproblemnow.Obviously,tosolvetheproblem,somemeasuresshouldbetaken.Wehaveexplainedtheadvantagesanddisadvantagesofthemeasure.Tosumup,manywayscancontributetosolvingthisproblem,buttheadvertising,priceandanewproductmaybemosteffective.DoyouthinkCaferomais%ofpeopleansweringyesExpensive?
60Valueformoney?
43Goodquality?
70Old-fashioned80Exciting?
23Exclusive?
55ANewProductPriceAdvertiseANewProductAccordingtotheAccordingtothesurvey,wecanseesurvey,wecanseethatcaferomaisthatcaferomaisold-fashionedbutold-fashionedbuthasgoodqualityhasgoodqualityandexclusive.soandexclusive.sowecoulduseitswecoulduseitsbrandastoolstobrandastoolstomakenewproduct.makenewproduct.Advantage:
Itcanattractthecustomers,forexample,KFCwillpushofsomenewproducts.SomepeoplegotoKFConlywanttoeatthenewproduct.Itadjuststopeoplesquicklifestyleandconvenientspeopledailylife.Atthesametime,itiseasilycarried.Aninstantcoffeeordecaffeinatedproducthasalowprice.Disadvantages:
Itisnodoubtthatnotonlythetasteofinstantcoffeeorthedecaffeinatedproductnotasgoodasthegroundcoffee,butalsoitnotbenefitsthepeoplehealthSolution:
Ithinkweshouldthinkofhowtomakeagoodproduct.Notonlyshouldweconsidertheprice,butalsoweshouldthinkofthehealthofthenewproduct.Ithinkthebesteffectiswecanmakeaproductthatcanhavethetwoadvantages.PriceWehavethoughtthatthecoffeisbelongtothehighclasses.Butifwereducetheprice,sothateveyonecouldhaveataste.Advantage:
Byreducingtheprice,caferomawouldattractmorecustomerstobuyitsothatthesalesvolumeproductsmarketshareandprofitscanincrease.Disadvantage:
Competingonpricingmayincreaseshorttermsales.Butitisdangerousstrategyforanyoneseriousaboutbuildingaprofitable,sustainablebusiness.Othercompaniescanalsoreducethepricetooccupytheproductmarketshareandcompetewithit.Solution:
Wecannotonlyconsidertheprice,wealsoshouldmakesomestrategy.Forexample,Ifonepersonbuy10cupsofcoffee,lthinkweshouldgiveonetotwocupsofcoffee.Wealsocanusethemembershipcardsystem,ifheorshehastheVIPcard,thenheorsheenjoydiscounts.Itisalsoawaytomakethepricelower.AdvertiseWeallknowthepowerofcelebrityeffect.Theadvertisementisastrongattractiontothecommon.Advantage:
Caferomacanuseproductplacementandbrandendorsementtoadvertiseitselftoincreaseitsbrandawareness.Disadvantage:
Itneedstoinvestalargeamountofcapitalmaterialresourcesandlaborpower.First,thepersonwhoisinvitedtoplayaroleintheadvertisementshouldbewell-knownenough.He(orshe)wouldbeexpectedtobeastar.Peoplealwaysspendalotoftimesearchingtheinformationoftheirherons.Theywillfeelveryhappyiftheyusethesameshampooandeatthesamefoodasthosestars.WhatwillhappenifpeopleseeEasonChenisdrinkingourcoffee?
Ofcoursetheywillgotothesupermarketandbuyasameone.Althoughitmaycostusalot,Ibelieveitwillbringusmore.ThesecondrecommendationisthattheTVadsshouldbetelecastedinarighttime.Youmayaskme“whatisthat?
ActuallyitmeansthosehoursinwhichmostofpeoplearewatchingTV.Weallknowthatitisjustawasteoftimeandmoneyifanadvertisementhasnoaudienceatall.AccordingtothereasonthatIhavementioned,weshouldalwaysremembertotryourbesttochoosearighttimeforouradsnow.Thebiggerthenumberofpeoplewhohavewatchedourads,thebiggerthenumberofpeoplewhowouldbuyourcoffeebecausetheywillnomoredrinkacoffeethattheyhaveneverseenbeforethangotoaplacethattheyhaveneverheard.Finally,weshouldsendtheadstoanyplaceswecannotonlyontelevisions,butalsoonmotorways,onbusesandevenonthewallsofthoseshoppingmalls.Handingouttheleafletisanotherexcellentwaybecauseitscheapandeasy.Allthatweneedtodoisdesignapattern,printthemoutandasksomepeopletohandtheleafletout.Accordingtomyexperience,thiswouldnevercostusalot.Whenthereareenoughadvertisementsintheoutsideworld,wedontneedtoworryaboutanything.Wecanjustsitonourownchairsandwaitingfor
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- 案例 分析 caferoma 最终
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