Delta Q: a brand extension to compete in a new segment

• Autor(a) principal: Neves, Maria Santos Silva Botelho
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/16334
• topic: Marketing strategy; Brand strategy; Brand extension; Competitive advantage; Estratégias de marketing; Identidade de marca; Café

This case study is about Delta Cafés, it was developed to better understand how the company responded to coffee industry changes and its ability to suit to new market trends and consumer habits. Delta Café is a Portuguese company with more than 50 years old. It is a love brand and the coffee market leader in Portugal for several consecutive years, building strong relationships with its suppliers and customers and offering high quality products. In 2003, Nespresso entered in Portugal presenting a new way of drinking a perfect espresso coffee at home. It represented a big challenge for Delta Cafés, since capsules are completely oriented to consumers, and the company had always been focused and successful in Business to Business (B2B) approach, through horeca channel. As a leader, Delta Cafés started developing a new brand to compete in the new segment: Delta Q was born. It is a very good example how a correct alignment between the marketing strategy and the brand positioning are crucial for success and to win competitive advantage. To explain the marketing strategy and company decisions, the case study counts with a coffee market analysis, the presentation of capsules segment and the new trends, and last but not least the Delta Q strategy.