MEMO

To : Mario Comino, Managing Director
From : Sofi Rosman, Marketing Manager
Date : 14 January

Subject : Solution for Caferoma’s Problems

For your consideration, we held an internal meeting on January 10 regarding Caferoma’s problems. Among the problems are due to brand loyalty, price and copied product.

Therefore, below are the suggestion that have been agreed in the meeting last week.

Repositioning the product
Segment - variety the target market, make it suitable for different necessity.
Taste - add new flavors such as mocha, vanilla, espresso, etc.
- Packaging - design a new packaging which more attractive, fresh look, simple and classic.

Pricing
Reduce the price by, say, 20% to 30% to make it more competitive. Hence, it represents affordable brand.

Advertising
Hire a prominence individual to be brand ambassador.
Give trial version at hypermarkets as a promotion for new flavors suggested above.
Run a new advertising campaign that create awareness of brand’s new look and flavors.

Multiple Brand
Give minor product changes, under different brand names at lower prices.

Own label products
Makes an agreement with hypermarkets to sell Caferoma’s coffee under their own labels.

A new product
Create a new product either coffee or decaffeinated product under the Caferoma brand.

Stretching the brand
Selects few manufacturers of coffee equipment such as cafetieres, percolators, coffee machines, etc to use Caferoma brand on their goods.

As a Marketing Manager, I would like to hear your feedbacks from the suggestion above. A quick response will be helpful for Marketing department to implement this project.