Strategy Statement:

Juan Valdez, within this strategy was proposed homogenize quality up the prices of different products Coffee . Similarly, initiated processes to generate PR, that soon would become the most effective means to publicize their products, such as partnerships with restaurants, hotels, shopping centers, parks and more.

 

Within this strategy , Juan Valdez initiated a plan geared directly to the consumer . This 3 important factors was based :

 

Educate , towards the origin: They must show the consumer the origin of coffee. This was much more specific, in the U.S. market , first segment to be developed by the brand , which did not know the level of hard work and patience that carried Colombian peasants .

 

· Connect : Already established brand logo , it was necessary to strengthen confidence and won. This made ​​use of this , for every day they connect more with consumers.

One of the main ideas that served as a channel to connect directly with consumers was the use of reports to reach different markets. ( Behavior ( phenomena Mix ) appear only and exclusively at sporting events held worldwide. , This could be classified as another marketing formula . Being in important situations , for important reasons , was the occasion to mark differentiation and exclusivity. From there part to avoid the idea that the brand and the product were victims of Zapping , drawing the attention generated by consumers to observe such events that trap by preventing hour TV channel change .