PowerPoint Presentation

Group Member

Lim Mei XianPBS1421729Safra Afina binti ZuraimiPBS1421759Augustine Obum OnyebuchiPBS1421700Lee Yoon HoePBS1421739Siah Che WeiPBS1421707

KOPIKO

Introduction Sales report from promoterPRODUCT DETAILS

Root Cause & Key Marketing Issue

Failure in Meeting Consumer Expectation

Lack ofPromotion & Advertising

NOT advertise in any media electronics, print media or e-channel

Improve sales, but only cover specific area

Promoter help in customer decision making but the effect is not long-lasting

No promoter, the product sales lowInaccurate Distribution Channel and point of purchase

- place at supermarket and food mart In term of point of purchase, Italian Range 3in1 is placed together with all the instant coffee in the market Display not attractive- not at the level

Unappealing brand name and unattractive packaging Not attractive to differentiate itself to the rest of the product in the marketNot help to deliver the product knowledge and product value

Conflict in Branding

Percetual Mapping

Target Market

Target Market is too small and competitive

Middle aged adultsPricing

- RM16.05 to RM19.05 - One of the highest price among the rest of the Instant Standard Coffee

Separating the Brand Name

Brand ExtensionIncrease Brand awareness Separate the products they produce from the original brand name. Well known for producing candies

Increase the Reach of CUSTOMER

Product Placement Have their own block-Eye-level shelving -Selected outlets of specialty stores

4P STRATEGIES

Conduct Market Research

Identify the target market, Assess how much target market is willing to spend on this coffee and how often they buy

Meeting Consumer Expectation

Cappuccino, Caf Mocha and Caf Latte flavors did not satisfiedItalian flavor should have a gourmet coffee taste and fragrance. Make all the necessary consultations and research Customer Expectation + Product Performance

Rebranding and repackaging of the Product.

Change to brand name that is short and meaningfulBox packaging design should be redesigned

Best alternativesSEGMENTATIONTARGETINGDIFFERENTIATIONPOSITIONINGConclusion Italian Range Product will excel in the market if the company understand well their target market through the initial market research before product launch together with drastic marketing e-promotion.

References Ander, W. N., & Stern, N. Z. (2005). Winning at retail: Developing a sustained model for retail success. New York, United State: Wiley.Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2, 159170.Bonoma, T. V. (1985). Case research in marketing: Opportunities, problems and a process. Journal of Marketing Research, 22(2), 199-208.Euromonitor International. (2015). Company share report. Retrieved July 5, 2015, from http://www.euromonitor.com.

References Hsu, J. L., & Hung, W.-C. (2005). Packed coffee drink consumption and product attribute references of young adults in Taiwan. Food Quality and Preference, 16, 361367.International Coffee Organization. (2014). Coffee consumption in East and Southeast Asia: 1990-2012. Retrieved from http://www.ico.org/news/icc-112-4e consumption-asia.pdfKerin, R. A., Lau, G. T., Hartley, S. W., & Rudelius, W. (2013). Marketing in Asia. New York, United State: McGraw-Hill Irwin.Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J: Pearson Prentice Hall.References Kwok, S., & Uncles, M. (2005). Sales promotion effectiveness: The impact of consumer differences at an ethnic-group level. Journal of Product & Brand Management, 24(3), 170-186.Labbe, D., Ferrage, A., Rytz, A., Pace, J., & Martin, N. (2015). Pleasantness, emotions and perceptions induced by coffee beverage experience depend on the consumption motivation (hedonic or utilitarian). Food Quality and Preference, 44, 5661.Mayora Group. (2015). Mayora at a glance. Retrieved July 6, 2015, from http://www. mayora.com/our-company/mayora-at-a-glance/

References Mishra, A. (2013). Business model for Indian retail sector The Cafe Coffee Day case: In conversation with V.G. Siddhartha, Chairman, Coffee Day. IIMB Management Review, 25, 160-170.

Ng, K. K. (October 11, 2014). Kopiko instant coffee experience anywhere, any time. The Star. Retrieved from http://www.thestar.com.my/Lifestyle/Food/Features/ 2014/10/11/Kopiko-instant-coffee-experience-anywhere-any-time/

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