Product strategy
Product description
Coffee Roasters of Vinacafé will have 3 sub-groups: Black, Heritage and Mundo suit all classes of people, as well as demand of the people,
Black: the main raw material Robusta coffee in Dak Lak, satisfying taste bitter dark coffee, but still ensures the authentic taste of coffee, not the use of fillers to protect consumer health. With product lines Black, Vinacafe bring taste "real" coffee of the real with the most affordable prices for all classes of people can enjoy
the subheading Heritage superior products and characterize Black gu using coffee from Vietnam. We want to promote the image of the people of Vietnam to Spain by the smell that coffee brings to customers, which is also the human perception of our Vietnam, through personal feelings distinctive about each product:
Heritage Absolute - Powerful and decisive: The material is the Arabica coffee beans Dalat and Buon Ma Thuot Coffee Robusta was carefully selected through the separate distribution formula, is roasted right and entice. Taste bitter expressed strong bold and assertive - an indispensable qualities of a successful person.
Heritage Blend coffee aroma premium nature of the tropics: the great mix between a coffee Dalat mild Arabica, Robusta clean with bold Buon Ma Thuot gives users feel proud sweeping in a tropical forest of Vietnam. Also Heritage - Blend is roasted according to technical standards should be assured of the quality and preserve the coffee flavor
Heritage Crown - superb coffee flavor: Heritage Crown Lasu continued development of Heritage Blend. Arabica raw materials are carefully recruited from two famous highlands of Vietnam's Dalat and Son La to be able to distill the essence of Arabica mild flavor combined with charming little of Robusta Ban Me Thuot offers the opportunity to enjoy excellent coffee flavor. Enjoy Heritage Crown an opportunity to enjoy soothing aroma of Arabica spread like pan northwest language and mild bitter, passionate voice resounded Highlands gong title.
Vinacafé-Mundo (World): With component 100% pure coffee, coffee lineup roasters modern style and inclusive world significance. Taste powerful, refined from the distribution ratio consistent between Arabica and Robusta coffee of Vietnam and the world through carefully selected from many different lands combined with technical know-how and special roasters make up the characteristics of this product line: relaxing and refreshing. Vinacafé Mundo style liberal, ready to absorb new things and follow the world trend. This is a line of products with flavor brings healthy, strong feeling for consumers like the gladiators in battle bull Spain.
Branding
Brand trademarked VinaCafe Brand products in 150 countries worldwide, the company's products have been exported to 20 countries and regions, many of which are difficult markets such as Europe, America, Japan and Canada. From the platform, one could see Vinacafe is a strong brand on the international market. Spaniards tend to use branded products. So it's a question we advantages. Vinacafe called Vietnam in its brand. So each of our products not only promote the image VinaCafe but also a responsibility for Vietnam. We will build the image and people of Vietnam parallel with the traditional image of Spain on their products. With the product line is both peoples of both Vietnam and Spain, will hope VINACAFE firmer foothold in the hearts of consumers in Spain.
Packaging.
In the Spanish market, we will packaging changes color to red to give the Spanish consumer affinity for our products. For each product line, we will have the unique cultural image Spaniards bridge. With the Spaniards, the football is the most common thing that any class can always play, so the product line is Black Our balls image as an affirmation for Black coffee all classes of people. The boldness of the bullfighter is also a coffee feeling Mundo. So images of gladiators in battle will be printed on the packaging of the product line Mundo. As for Heritage's lineup featured images of people of Vietnam. All our products have to print your company name on the packaging VinaCafe recognizable to customers and leave an impression in the eyes of consumers.
Target markets
targeting all segments VinaCafe people of Spain Houses with cost products from low to high, but still maintain the authentic taste of coffee and bring different feelings. Our goal is to convey the cultural values of the coffee cups with different flavors, bold there, with gentle, passionate yes, deep there. However, strategic product lines is Mundo. This coffee is a product of modern style suit Spanish people with the taste of latte deep deposition of the drink. This is a product for coffee drinkers to enjoy. Strategies International prices Spain is a huge market so the market there are many big importers worldwide. The ground coffee imported from Germany, Brazil and Starbucks stores accounted for most of the market share of Spanish coffee. However, the position of the coffee market VinaCafe world with quality coffee products, we believe we can succeed in Spain. For the first time export our discount 10-20% discount to assist importers in the coffee market penetration in Spain. In the growth stage: adjusted discount rate to 5-10%. In the stabilization phase: keep the extract at 5-10% discount. In a period of decline: Spain is a country so in periods of deflation reduced sales, we are willing to discount the 20% to the importers have a reasonable price to retain customers.
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