Xavier Micheletti – författare

Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: A plus; 0,7, Budapest Business School (Marketing Departement), course: Marketing Research, language: English, abstract: Our challenge was to introduce a coffee brand into the Hungarian Market called "e;allcontinents . This coffee is for a young target group who like experience connected with aHungarian image. During our research the following question: Will this launch succeedin the market that we have chosen?Therefore, we focused on the existing Hungarian coffee market; it`s consumers, drinkinghabits and competitors. To study this we used secondary research, a focus groupinterview and prepared a questionnaire. Firstly, we focused on the consumers. Coffee is a popular product and very frequentlyconsumed in Hungary. The overall consumption of coffee is increasing as well,especially young people tend to buy more coffee. Furthermore, the consumption of thisgroup is still growing. Secondly, we looked at the drinking habits. Our target group especially liked mixturesand there is willingness in their attitude towards trying new things. Also, they use coffeenot only for the functional reason to wake up, but also for social reasons and having fun. Thirdly, we have looked at our competitors. Nescafe represents the spirit of youth byoffering specialties. Segafredo is well known for its dynamism and strength. Tchibo isthe brand that is lively and well known worldwide. Jacobs stands for the harmony of withvariety of flavors. Douwe Egberts has a static image. Omnia is the virtue but is also lessdynamic. Julius Meinl represents just quality but in a static way. Now we will try to give advise for the launch. There are good reasons, why theintroduction of all continents could be successful. As we just explained, that young people are an important, increasing target group and thedrinking habits are on the way to change, or are already changing. People want to try newthings and drink coffee for a variety of reasons. Furthermore, we see a lack in thepositioning image of the existing competitors. Nescafe is for young, experiential people,but it is not Hungarian. Brands with a Hungarian image are Douwe Egberts and Omnia. But their images have gone out of fashion and our target group did not like them. Inconclusion, there is no brand, which has the image of a Hungarian brand for young,experiential people. In addition to our research we recommend to consider the analyze of the three remainingP s: price, place and promotion.