Professional Documents
Culture Documents
Group Member
Lim Mei Xian
PBS1421729
Safra Afina binti Zuraimi PBS1421759
Augustine Obum Onyebuchi PBS1421700
Lee Yoon Hoe
PBS1421739
Siah Che Wei
PBS1421707
Introduction
120
117
100
80
67
60
40
43
32
20
24
19
8
41944
41974
42005
42036
42064
42095
11
42125
42156
PRODUCT DETAILS
Target
Market
Pricing
Failure in
Meeting
Consumer
Expectatio
n
Lack in
Marketing
Research
Conflict in
Branding
Lack of
Promotio
n&
Advertisi
ng
Inaccurate
Distributio
n Channel
and point
of
purchase
Brand
Name &
Packagin
g
different level of
milk
- Failed in designing
their level of the
milk content in the
coffee
- High Expectation
- Italian flavor
should have a
gourmet coffee
taste and
fragrance.
Lack of
Promotion & Advertising
NOT
or e-channel
- not at the
level
Conflict in Branding
Percetual Mapping
Target Market
Pricing
- RM16.05
to RM19.05
One of the
highest price
among the rest
of the Instant
Standard Coffee
-
Outdoor
advertising
Facebook
Roadshow
Product Placement
Have their own block
-Eye-level shelving
-Selected outlets of
specialty stores
4P STRATEGIES
Best alternatives
SEGMENTATION
TARGETING
DIFFERENTIATION
POSITIONING
Conclusion
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 epromotion.
References
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Euromonitor International. (2015). Company share report.
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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.pdf
Kerin, 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/ourcompany/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-anywhereany-time/
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