IntroductionCaferoma,awellknownbrandofcoffee,isownedbythePanEuropeanFoodandDrinkCompany(PEFD),basedinTurin,Italy.Itispromotedasanexclusivegroundcoffeeforgourmets.ItsimageisthatofanItalian-stylecoffee.Ithasastrongfull-bodied-stylecoffee.Ithasastrongfull-bodiedflavorandaslightlybittertaste.Itcostsmoreper100gramsthanalmosteveryothergroundcoffeeproductonthesupermarketshelves.第一頁，共21頁。TheproblemsandsolutionsAccordingtotheinformation,weknowthatinthelasttwoyears,Caferoma’sshareoftheEuropeanqualitygroundcoffeemarkethasdeclinedbyalmost25%.Ithasbecomeaseriousproblemnow.Obviously,tosolvetheproblem,somemeasuresshouldbetaken.Wehaveexplainedtheadvantagesanddisadvantagesofthemeasure.Tosumup,manywayscancontributetosolvingthisproblem,buttheadvertising,priceandanewproductmaybemosteffective.第二頁，共21頁。DoyouthinkCaferomais…%ofpeopleanswering‘yes’Expensive?60Valueformoney?43Goodquality?70Old-fashioned80Exciting?23Exclusive?55第三頁，共21頁。ANewProductPriceAdvertise第四頁，共21頁。ANewProduct第五頁，共21頁。Accordingtothesurvey,wecanseethatcaferomaisold-fashionedbuthasgoodqualityandexclusive.sowecoulduseitsbrandastoolstomakenewproduct.第六頁，共21頁。Advantage:①Itcanattractthecustomers,forexample,KFCwillpushofsomenewproducts.SomepeoplegotoKFConlywanttoeatthenewproduct.②Itadjuststopeople’squicklifestyleandconvenientspeople’dailylife.Atthesametime,itiseasilycarried.③Aninstantcoffeeordecaffeinatedproducthasalowprice.Disadvantages:①Itisnodoubtthatnotonlythetasteofinstantcoffeeorthedecaffeinatedproductnotasgoodasthegroundcoffee,butalsoitnotbenefitsthepeople’health第七頁，共21頁。Solution:Ithinkweshouldthinkofhowtomakeagoodproduct.Notonlyshouldweconsidertheprice,butalsoweshouldthinkofthehealthofthenewproduct.Ithinkthebesteffectiswecanmakeaproductthatcanhavethetwoadvantages.第八頁，共21頁。第九頁，共21頁。Price第十頁，共21頁。Wehavethoughtthatthecoffeisbelongtothehighclasses.Butifwereducetheprice,sothateveyonecouldhaveataste.第十一頁，共21頁。Advantage:Byreducingtheprice,caferomawouldattractmorecustomerstobuyitsothatthesalesvolumeproduct’smarketshareandprofitscanincrease.Disadvantage:Competingonpricingmayincreaseshorttermsales.Butitisdangerousstrategyforanyoneseriousaboutbuildingaprofitable,sustainablebusiness.Othercompaniescanalsoreducethepricetooccupytheproduct’marketshareandcompetewithit.第十二頁，共21頁。Solution:Wecannotonlyconsidertheprice,wealsoshouldmakesomestrategy.Forexample,Ifonepersonbuy10cupsofcoffee,lthinkweshouldgiveonetotwocupsofcoffee.Wealsocanusethemembershipcardsystem,ifheorshehastheVIPcard,thenheorsheenjoydiscounts.Itisalsoawaytomakethepricelower.第十三頁，共21頁。Advertise第十四頁，共21頁。Weallknowthepowerofcelebrityeffect.Theadvertisementisastrongattractiontothecommon.第十五頁，共21頁。

Advantage：Caferomacanuseproductplacementandbrandendorsementtoadvertiseitselftoincreaseitsbrandawareness.Disadvantage:Itneedstoinvestalargeamountofcapitalmaterialresourcesandlaborpower.第十六頁，共21頁。First,thepersonwhoisinvitedtoplayaroleintheadvertisementshouldbewell-knownenough.He(orshe)wouldbeexpectedtobeastar.Peoplealwaysspendalotoftimesearchingtheinformationoftheirherons.Theywillfeelveryhappyiftheyusethesameshampooandeatthesamefoodasthosestars.WhatwillhappenifpeopleseeEasonChenisdrinkingourcoffee?Ofcoursetheywillgotothesupermarketandbuyasameone.Althoughitmaycostusalot,Ibelieveitwillbringusmore.第十七頁，共21頁。ThesecondrecommendationisthattheTVadsshouldbetelecastedinarighttime.Youmayaskme“whatisthat?"ActuallyitmeansthosehoursinwhichmostofpeoplearewatchingTV.Weallknowthatitisjustawasteoftimeandmoneyifanadvertisementhasnoaudienceatall.AccordingtothereasonthatIhavementioned,weshouldalwaysremembertotryourbesttochoosearighttimeforouradsnow.Thebiggerthenumberofpeoplewhohavewatchedourads,thebiggerthenumberofpeoplewhowouldbuyourcoffeebecausetheywillnomoredrinkacoffeethattheyhaveneverseenbeforethangotoaplacethattheyhaveneverheard.第十八頁，共21頁。Finally,weshouldsendtheadstoanyplaceswecan——notonlyontelevisions,butalsoonmotorways,onbusesandevenonthewallsofthoseshoppingmalls.Handingouttheleafletisanotherexcellentwaybecauseit'scheapandeasy.Allthatweneedtodoisdesignapattern,printthemoutandasksomepeopletohandtheleafletout.Accor