MARKETING IN THE COMMERCIALIZATION OF COFFEE

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.

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.

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.

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.

1. Creative writing of a fictional nature.