Espresso Marketing Strategy
1. Introduction The marketing concept is focused on the sence of satisfying consumer needs and its main goal is to satisfy those needs by providing specific product or service offerings. In this approach, brands form out a marketing strategy which identifies their target market and the 4 P‟s as the price, promotion, place and product that are in accordance with their strategies(Kotler and Armstrong, 2006). Promotion, as a member of this marketing strategy acts as a tool for brands to promote their products or services and communicates their messages to their target markets. In their promotional efforts brands may use different media such as televisions, radios, newspapers, magazines, outdoor advertising and they can also prefer tools …show more content…
6. Market Size and Growth Our products will be; espresso, latte, americano, lungo, ristretto, con panna, mocha, macchiato, milkshakes and tea.
Espresso: In its pure form, espresso is more popular in Europe than America, particularly in Italy. Though catching in America, derivatives and misconceptions are spreading like cream in coffee. For instance, many hold the misconception that espresso is a dark, bitter to burnt-flavored roast of coffee.
Latte: This is very popular drink in America probably due to its sweet, mellow flavor. One shot of espresso is mixed with 6 to 8 ounces of steamed milk, then topped with foam - if you prefer. Without the foam it’s officially known as a Flat White. Since it’s hard to find a latte in the super-sized United States smaller than 12 ounces, a double shot of espresso is common. If you prefer greater amperage via caffeine, up the number of shots!
Americano: This is essentially a watered-down shot of espresso with the resulting flavor arriving very close to simple, brewed coffee. One espresso shot (1 ounce) with 6-8 ounces of hot water.
Lungo: Otherwise known as the “long shot”, this is a 1 ½-ounce shot of espresso.
Ristretto: The “short shot” is the first ¾-ounce of espresso in an extraction, which many believe is the absolute perfect
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