MARKETING IN THE COMMERCIALIZATION OF COFFEE

Author: Pexels


Greetings and welcome dear users, the week starts and with it another new initiative from the community where coffee is the central axis, specifically speaking of #CinnamonCupCoffee, so that through this writing we will be participating in such a valuable proposal.

Hacienda San Pedro has become a reference in terms of coffee production and distribution capacity in the southern area of Lake Maracaibo, Venezuela. With more than 30 years of tradition, it had been the only coffee farming company in the area, until approximately 10 years ago when a coffee competitor, Las Palmas, has started to gain ground in the coffee world, since its coffee fruits seem to be better.

Author: Couleur

As a result the coffee warehouses of the San Pedro Hacienda are full due to the lack of distribution and commercialization and consequently the beans are aging, changing their aroma and flavor.

In this sense and in order to avoid substantial losses, the management has decided to hire a marketing company with the purpose of carrying out a marketing process that allows selling the aged coffee and at the same time recovering the prestige that the company previously had.

At this point, at the first contact of the company with the marketing creatives, they mentioned an interesting aspect, since being Hacienda San Pedro, the only distributors of coffee in the zone, obviously their product should not be so good and in the same way would be accepted by the consumers, however, the problem begins to be observed when the competition arrives and offers a better product, that is when the consumer realizes how bad or good is the product that was being offered.

Author: Prodeep Ahmeed

Therefore, it is obvious to expect that the clients will look for that singularly better product, so our marketing strategy should be directed to promote the tradition of the company Hacienda San Pedro, as well as the benefits it has provided to the population during all its years of tradition.

On the other hand, we should distribute the aged coffee by offering a 2 for 1 price offer, where for the purchase of 2kg you will be able to take an additional 1kg, the intention is to obtain an economic return that will serve to promote new harvests.

Author: David Mark

The idea of this approach is not to lose it completely due to the decomposition of the fruits, in the same way there is the possibility of being able to pack it as an aged coffee mixing it with addictives, so that the resulting product is like the good wine that with time its organoleptic characteristics improve.

Of the two previous alternatives, I consider the less expensive and viable for Hacienda San Pedro to be number 1, and it would be the option or service that as a marketing company we offer, being the central campaign the enhancement of the tradition in the zone, likewise the company should worry about updating and seeking to obtain better grains from better harvests, evaluating diverse seeds, since the ideal of all this is to offer a singularly better product.


OF INTERES


1. Creative writing of a fictional nature.




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It seems a good strategy to recover what has been lost. The company has a long way to go. I know Hacienda San José, and memories came to my mind 😁.

Sad Cry GIF by Hollyoaks

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Greetings friend, no doubt this type of activities proposed by the #CinnamonCupCoffee community makes us get out of our comfort circle in writing topics so that it is pleasant to experiment with different perceptions in text writing.

Thanks for stopping by and leaving your contribution.

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Tradition and promotions are good ways to get rid of those less than superior beans. Good thinking.

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Oh, so traditional marketing was your way of trying to turn over your stale coffee beans? Nothing creative came to mind?
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Greetings friend @millycf1976, I thought the creative was in the approach and the story's ilation.

I will take your suggestion into account and we will continue working.

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