Cas café

Pages: 8 (1764 mots) Publié le: 4 juillet 2013
Cas Café
Séance 5 : Est-ce qu’une stratégie de marketing qui repose exclusivement sur la promotion des ventes (rabais, cadeaux, etc.) et non sur la publicité corporative (de type branding) peut mener à la différenciation de la marque ou du produit sur les marchés de consommation finale (B-to-C)?
MC DO
Et ce, grâce à une campagne de pub nationale (signée par l'agence Cossette) qui sera lancéela semaine prochaine.
Motivée par les ventes de ses cafés (des prévisions de 200 millions de cafés de torréfaction supérieure vendus au Canada en 2011, dont 36,2 millions au Québec), l'entreprise compte investir significativement dans cette gamme de produits et dans l'aménagement de comptoirs McCafé dans ses restaurants. «Dans le cadre de nos efforts marketing pour faire connaître les McCafé,nous avons donné gratuitement 60 millions de cafés infusés, avec comme conséquence que les ventes de café ont doublé en deux ans, note John Betts. Les consommateurs viennent maintenant au McDo pour acheter du café.Nous avons ainsi préparé un lancement plus gros que ce que nous avons investi aux J.O. de Vancouver. Il se compare au lancement de nos déjeuners, il y a 30 ans.»
L'implantation descomptoirs McCafé et le déploiement de la gamme de produits de spécialité à base d'espresso (cappuccino, latte, americano, espresso, moka) font partie de la métamorphose d'un milliard des restaurants au pays annoncé il y a deux mois par McDonald's.
“We believe we offer a great quality product,” said Yashinsky. “It’s an authentic espresso coffee experience that we think stands up in terms of ahigh-quality product with a price that appeals to everyone across Canada. We believe we can speak to every Canadian coffee lover.”
The McCafé launch is being supported by a major marketing campaign from Cossette that includes TV, radio, out-of-home and digital, as well as what it calls a “comprehensive” social media campaign.
In addition, McDonald’s has launched a massive direct mail campaign that will seean estimated 95% of Canadian households receive a McCafé coupon mailer offering a free small McCafé specialty beverage and a buy-one-get-one-free coupon.
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The “fast” and “convenient” elements of the McDonald’s concept were supplemented by the “healthy” and “more natural” element, by adding salads, fruits,and carrot sticks to the menu.
In nowadays, McDonald’s continues to broaden its product portfolio by offering high quality coffee and healthy drinks (either through its traditional restaurants or the Cafés), competing head to head with Starbucks and local cafeterias—benefiting from local trends like austerity in Europe.
Starbuck
Starbucks rode the baby boomer trend in the 1990s, the swellingranks of mid-age professionals that created the need for a “third place,” an “affordable luxury” where people could share and enjoy a cup of coffee with friends and colleagues, away from work and home. The chain has inserted itself into the American urban landscape more quickly and craftily than any retail company in history, and has forever changed the way Western companies market themselves toconsumers, with a four-fold strategy:
1. Right market segmentation. The company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which is the case with its closest competitors, McDonald’s and Dunkin Donuts.
2. Execution. The company continues to focus on its original product bundle that includes good coffee, quality service, and a nice environment tohang around.
3. A superb leadership. Company founder Howard Schultz, who continues to come up with innovative products to expand the company’s product portfolio, leads Starbucks.
The simple fact of the matter is that if you compete on price, unless you’re absolutely the cheapest out there in your market there is no point in second place, that gets you nowhere. You need to have a real value...
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