Delta Cafés marketing plan: launching a green coffee blend with slimming properties and other health benefits

• Autor(a) principal: Silva, Maria Margarida de Andrade
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19652
• topic: Marketing plan; New product launching; Green coffee; Functional products; Plano de marketing; Lançamento de novos produtos; Café verde; Produtos funcionais

This project aims at developing a Marketing Plan for the launch of a new Delta Q coffee capsule. The new product consists of an innovative green coffee blend that carries several health benefits that regular roasted coffee does not provide. This new product has specific goals associated with its launch: to increment Delta sales in the coffee capsule segment, to reinforce the brand’s MS, to promote and increase brand equity and, consequently, to strengthen the firm’s reputation and leadership. Finally, the new product aims at being perceived by consumers as a healthy beverage with direct benefits for their health and wellbeing. The project entails an extensive Literature Review that, along with the external analysis, internal analysis and competitive analysis creates the necessary foundations for the market strategy definition and, thereafter, the development of a marketing mix. The marketing mix encompasses the launching strategy of a green coffee blend that must meet consumers’ needs and interests. This project demonstrates how a pioneer product finds its place in the market and builds its presence within a highly competitive industry.