01/05/2014 21:35
Juan Valdez began his competition showing that coffee is a Commoditie, a product with no barriers to entry. To do this, they prepared this product as unique and different in quality compared to other competitors. In turn, included the selection of some of the attributes, which is generally perceived as important buyers. Finally exposed to market to meet the needs of hand work farm families seeking to improve their quality of life and generate identification by means of a commodity like coffee. Briefly, Juan Valdez, its differentiation strategy based on the product itself, the delivery system and contact with consumers through which sells and reaches them, the marketing approach and a wide range of many factors.
In the next link video , you will find the campaign of differentiation with subtitles English which was released in the United States, it's very interesting! just click. www.youtube.com/watch?v=dRfLIFHJLtM
On the other hand it is important to mention that to get to this stage of differentiation , first of all they had to report that Colombia was producing coffee, since no one knew. Therefore they had to prepare the product , already quality because of the grain harvest came to grain growers . This element was critical to achieving its current market position . The quality was the main feature and they had to know. To do this , they made use of different instruments, such as strict quality controls for exports , to guarantee to consumers that the product reliability was 100 % Colombian .
They also performed promote the unique characteristics of product origin. They created the representative character of the brand Juan Valdez Café , which symbolize the positive aspects of coffee production , from the hand of advertising strategies , aimed at consumers in order to convey trust , transparency of responsible institution and especially the quality of the product . Also sought to educate consumers , especially the U.S. , showing that hard work and patience can do great things .
Developed incentives and species , claiming once again that when the consumer knows where your product comes and likes , more ask.
