Group 11

BRAND: COFFEE☕

Mark Angelo
Billy Pira
Elvie Corpuz Repuyani
MARKETING
ANALYSIS
TEMPLATE
 MARKET COUNTRY A COUNTRY B COUNTRY C
(BRAZIL) (VIETNAM) (COLOMBIA)
MARKET SIZE Approximately one-third of Vietnam produces roughly Approximately 11.3 million
the world's coffee is 30 million bags of coffee 60-kilogram bags of coffee
supplied by Brazil, which overall, with Robusta were produced in
is the world's largest accounting for 95% of the Colombia, which is
supplier of coffee. Brazil crop. Vietnam produces approximately 4% more
grows coffee on more 2.8 tons of coffee per than the preceding period
than two million hectares hectare, the greatest
of land, producing 43 yields in the world. This
million bags annually on surpasses by a full ton the
average, at least 70 second-highest production
percent of which are in Brazil, which is 1.4 tons
Arabica per hectare

GROWTH Following the Following the It was predicted that

POTENTIAL announcement,stated announcement,stated Colombia's real gross
that it anticipates that it anticipates domestic product will
growth in 2024 to growth in 2024 to grow by 1.9
reach 2.2%, which reach 2.2%, which percentage points
would again exceed would again exceed overall between 2023
market projections. market projections. and 2028.
COMPETITION The coffee market is highly
competitive and is domated
Foreign brands entering the
Vietnam coffee market will
Currently, both in Colombia
and internationally, Juan
by players like nestle S,A., experience tough Valdez is prominently
Kraft Heinz copany, JAB competition from local positioned in the highly
Holding company , Luigi brands and other foreign competitive market of retail
Lavazza S.p. A, and Massimo brands from coffee-store coffee sales.
Zanetti Beverage Group. chains to sidewalk cafes.

Many Colombians who enjoy

CONSUMER Coffee consumption in Brazil
fell 1.23% in 2013, totaling
Concerning the five age
groups, the group of 25-34 this beverage choose to
BEHAVIOR 20.08 million bags of 60 kg years has the largest share incorporate filtered coffee into
compared to 20.33 million with 31.79 percent. their morning routine as an
integral part of breakfast and
bags in 2012. Contrastingly, the group of
also after lunch. In rural areas,
55-64 years is ranked last, coffee is enjoyed
with 9.11 percent approximately 6.03 days a
week, with an average of 3.7
cups per day.

Coffee is not strictly a morning

CULTURAL drink in Brazil. Instead, it is
In Vietnam, coffee is enjoyed
at all times of the day, from
Colombian Coffee
symbolises more than just a
FACTORS enjoyed at all times throughout the first glass at breakfast, to hot drink; it is an important
the day, even well into the meetings, dates or social characteristic of national
evening! Coffee is such an
gatherings with friends and identity. It brings people
integral part of Brazilian culture
that it is even included in the family. Coffee has a special together, creates friendships
phrase for breakfast café de place in Vietnamese culture, and relationships, and
manhã, or literally “morning and this simple drink forms provides for thousands
coffee. the epicenter of daily life. around the country.
STP
ANALYSIS
 SEGMENTATION TARGETING POSITIONING
Demographic Based on the segmentation We decided to focus on a
analysis, the target market for the healthy coffee and this will be
Segmentation: coffe in foreign would be: positioned as a premium. Most
Age: Targeting young adults and Young adults and millennials. competitors don’t use all
millennials are the best target to natural sugars and creamers to
have in the coffee industry. People with higher disposables make coffee a healthier choice
Income: People with higher income are capable of affording for customers. We believe this
disposable income are capable of premium range of instant coffee and segment is good for our
affording premium range of instant constant rise in their income have
coffee and constant rise in their product for a few different
provided the industry many
income have provided the industry opportunities to grow. reasons. This is a nice that
many opportunities to grow. other competitors aren’t hitting,
Occupation: The target market for An individuals who love coffee, which will make entry into this
coffee, includes drip coffee drinkers, professionals or non-professionals, segment much easier for the
coffee shop lovers, specialty coffee students or not who live near the company.
drinkers, and whole bean buyers. coffee shop. Targeting consumers in
a place that conducive for work,
Psychographic formal and in formal meetings and
Segmentation: enjoying a premium quality coffee
Lifestyle: Targeting individuals who with a relaxing ambiance.
have love coffee, professionals or
 SEGMENTATION TARGETING POSITIONING
Values: Targeting consumers Targeting consumers in a Another reason is that the
who value and love what's the new trend in today’s society
product is.
place that conducive for
work, formal and in is living a healthier life style.
Personality: Targeting high
quality and atmosphere brings formal meetings and Our coffee house will focus
in young adults, mellinials and on using all natural sugars
enjoying a premium and non-fatty creamers in
business professionals.
Behavioral Segmentation:
quality coffee with a order to accomplish the
Usage Rate: Both medium relaxing ambiance. health factor. The
users and heavy users. positioning will focus and
Benefits Sought: Targeting motivate our customers to
consumers in a place that live a healthier life style and
conducive for work, formal and
in formal meetings and to buy our products
enjoying a premium quality because we are supporting
coffee with a relaxing their lifestyle change.
ambiance.
Loyalty Status: Hard core
loyalty
Marketing
Mix
Strategy
 PRODUCT PRICE PLACE
PROMOTIO
N
Product strategy is Coffee's price range is Wen can prefer that we
Printed Ads -
based on who and wide in its marketing can open a Coffee Shop
what the customers mix, yet competition Near a Library because
libraries are great
Ads on Social
want and expect from has an impact. locations to start a coffee Media - To
the product. the Because of their target shop nearby, especially if
population that they market value and frequented by local high increase
want more variety of quality, Coffee's school, college, and potential
coffee places to products are priced in university students.
choose from with other the middle. Coffee Where young adults are customer
varieties area. Coffee consistently maintains studying, the chances are
will be promoting that providing high- that they will be looking engagement
coffee drinks around quality, better-tasting
for good coffee and
snacks to fuel themselves.
and to reach
the world to make products comes first
customers more for customers, and
From big libraries to more people,
small-town libraries,
globally. price is secondary. opening up a coffee shop
near a library is a
potentially excellent
STANDARDIZATION/
ADAPTATION
ANALYSIS
 STANDARDIZATION ADAPTATION
Brand image: Design & Features:
Preserving the reputation of the brand Customize and deisgn a develop coffee flavor
globally by highlighting innovative coffee profiles, images, and other product factors that
will appeal to specific segments of customers.
brands. Pricing Startegy:
Core Features: Adjust pricing to reflect a local market conditions
Keep core features such as the regarding coffee and offering competitive prices
performance, services, designs, the quality, compared to local and international competitors.
the size, the smell,and the taste of a coffee Distribution Channels:
Packaging: Adaopt distribution channels to reach foreign
use consistent packaging that reflects the consumers effectively, including oartnership with
brand's identity and values while remaining local retailers and e-commerce platforms that
are popular in other nation.
compliant with legal requirements and Promotional Activities:
consumer preferences. Social Media - To increase potential customer
Marketing Message: engagement and to reach more people in brazil
Love at first sip.! Colombia and Vietnam.
 RISK MITIGATION STRATEGIES

Market Research -Conduct through market research including

survey, interviews to understand the competitive landscape, consumer
preferences and regulatory environment in other country.

Partner with Local Companies - Collaborate with local

influencers and celebrities to increase more sales and to become
familiarize with the product to the consumer or your target audience.

Compliance with Regulations- Obtain necessary certifications

and approvals from regulatory bodies to avoid delays or legal issues to
maintain the flow of the goods and services to the other countries.