Competitive strategies for coffee brands

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    22-Aug-2014
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Transcript of Competitive strategies for coffee brands

  • Competitive strategies for coffee brands Maria Kharitonenko Anna Gulyaeva, 2014
  • Introduction In our presentation we analyzed Russian coffee market and its main producers and identified their competitive strategies
  • While eating 42 15 12 8 8 5 5 4 2 Wake up Relax Calm down Have a break Treat oneself Improve state of health When thirsty Needs for coffee Get prepared
  • Has low Coffee education: In most cases choice is made based on the awareness of the Brand. Use several Brands simultaneously for themselves and for the guests Wising Up: Smart shopping for value for money solutions: discounts, doy packs, cheap FD, economy packs. Are not Coffee lovers: Functional consumption with key need to wake up, keep going, energetic Main Peculiarities of Coffee Consumption in Russia Source: Coffee Culture U&A Study , IPSOS, 2012
  • Coffee Market in Russia Soluble coffee 2013 -2% Spray-dried(22%) -13% Mixed(29%) -4% AC Nielsen, Sales volume dynamics vs YTD 2012 Premium (27%) +11% Super premium (2%) -3% Economy(19%) -2% Freeze-dried (49%) +5%
  • Sales of coffee brands AC Nielsen Market value share
  • Generic Strategies matrix Overall Cost Leadership Differentiation Cost Focus Differentiation Focus Stuck in the middle' Competitive advantage Low Cost High Cost CompetitiveScope NarrowBroad
  • Coffee Market in Russia AC Nielsen, Sales volume dynamics vs YTD 2012 We consider instant coffee brands on Russian market and place them onto the Generic Strategies matrix : 1. jacobs monarch 2. nescafe 3. tchibo 4. carte noire 5. jokey 6. jardin 7. chernaya karta 8. maxwell house 9. ambassador 10.moskovskaya kofeinya na payakh 11.milagro 12.moccona
  • Porters model Jockey Caf Pele Maxwell House Nescafe Gold Jacobs Tchibo Jardin Red Price Carte Noire Davidoff Ambassador Chernaya Karta Competitive advantage Low Cost High Cost CompetitiveScope NarrowBroad
  • Possible Market Structure Market Leader 40% Market Challenger 30% Market Follower 20% Market Nicher 10%
  • Possible Market Structure market leader 40% Nescafe market challenger 21% Jacobs market challenger 19% Tchibo market nicher 10% Carte Noire Davidoff market followers all other brands