The paper “ New Product Marketing Plan for an Organic Coffee Drink Apple-Cofi Premium” is a great variant of case study on marketing. Coffee Taste Café is a new business to be established in Wollongong city, in New South Wales of Australia. The business aims to introduce a new product in the city known as the Apple-Cofi premium. This is a new organic coffee drink with numerous nutritional and health values for all demographic groups of people. The market prospects for the new product are informed by the fact that few businesses in the city specialise in organic drinks; the few available have concentrated in herbal tea products.
The population of the city provides a good and ready market for the new product. Given the nature of competition from established brands in the hot drinks industry, Coffy Taste café aims to use appropriate marketing strategies that include penetration pricing strategy, quality design of the organic coffee drinks, convenience use of marketing and advertisement channels, and enhanced customer services. The marketing strategy is to be implemented in a span of 12 months and key objectives to be achieved include: To achieve 80 percent advertisement of the business in the next 12 months. To achieve 60 percent product awareness of Apple-Cofi premium in the next 12 months. To ensure the returns in the business in the next 12 months accounts for 23%. Operating costs by about 20 percent by the end of 12 months. Increase sales by 50 percent in the next six months and to double in the next 12 months. To ensure product sales in key demographic aspects operate above 50 percent. Situation AnalysisCoffee Taste Café is a new coffee café that is to be established in the heart city of Wollongong, in the state of New South Wales of Australia.
The new Coffy Taste Café is to specialize in a new organic coffee named ‘ Apple-Cofi premium’ . The new organic coffee drink is to exploit the rich coffee-drinking culture among Australians, which for decades has become the pride of the Australian people (Rose, 2010). Motivated by the increasing health-consciousness among the population, Apple-Cofi premiums, constitute an organic coffee drink with numerous health benefits that many people will find appealing. At the moment, few businesses have discovered this opportunity in the city of Wollongong.
Given that it is a new business entity in the city, Coffy Taste Café requires a comprehensive marketing plan for its new product in order to set the business in the mood to reach profitability and ensure success in the future. The Product Coffee Taste Café as a new business entity in the city of Wollongong has conducted a market research whereby a business opportunity in the coffee-drinking market has been identified. The company has designed a new product known as the ‘ Apple-cofi premium’ , which is an organic coffee drink. Product description‘ Apple-cofi premium’ is a new coffee organic drink that Coffy Taste Café aims to introduce in the city of Wollongong.
This unique drink departs from the usual non-organic coffee drinks that have characterized the Australian culture for a long time. The organic coffee drink to be offered to the market combines almost all aspects and characteristics that constitute and define herbal drinks. The new herbal coffee drink contains a blend of herbal ingredients that are designed to bring about specific health purposes such as relaxation, rejuvenation, relief, stress-free, soothing, and many more health benefits.
Besides, the new Apple-cofi premium is designed to be an organic drink that is fresh, tasty, fragrant, last longer and economical to all groups of people. Apart from being a business opportunity, the desire at Coffy Taste Café is to establish a new and unique sub-culture of organic coffee drinking among various demographic groups in the city of Wollongong.