Verified Document

Decaffeinated Coffee Is Popular In The United Essay

Decaffeinated coffee is popular in the United Kingdom. The market is growing and has no signs of abating. However, the market is competitive and filled with consumer choice. It is a diverse market with diverse tastes for everything from gourmet third world coffee with the Oxfam seal of approval to GM grown decaffeinated beans imported from Japan. In this market with so many choices, it will critical for us to cleverly enter and define ourselves in this otherwise potentially bewildering market. Without carefully targeted marketing, millions can lost instead of made. The aim and objectives of the research is to see how to market more of the companies products in the crowded U.K. Market. While the market has a lot of potential, there is a necessity to market the product correctly. Consumers have a lot of choice. The company is trying to tap into a specific group of customers and then keep them in a state of brand loyalty. To justify this brand loyalty, our marketing program must be targeted cleverly to play upon environmental concerns, consumer vanity and demand for quality.

Problem statement

In Britain, there is stiff competition in between the coffee and tea markets. Further, there is stiff competition in the coffee market in general and the decaffeinated coffee market more particularly. Given the tightness of the market, there is a need to employ smart marketing techniques to carve niches out of this market.

The Global Coffee Market

In the global coffee market, there less and less coffee globally that is available for sale. According to a report from the USDA, global production of coffee in 2011-2012 will reach an estimated...

Parts of this document are hidden

View Full Document
svg-one

This is mainly due to the record breaking harvest of "Robusta" coffee in Brazil and Vietnam as well as a better harvest in Columbia. On the other hand, Brazil's "Arabica" harvest is projected to decline 7.1 million to 34.7 million bushels because of the current low-productivity cycle of coffee. In response, Vietnam is expected to boost its coffee production by 1,9M up to 20,6M bushels. Columbia will harvest an estimated 10.5 million bushels of coffee (lower than the average value of 11.8 million). The reasons are heavy rains and diseases of coffee trees (Profi-forex.us 2011).
Coffee Market in the UK

What is the state of the coffee market in the UK? Demand is very good. For 2011, the projection for total value of the UK coffee market £4.998 billion and will be 5.395 and 5.719 for 2012 and 2014 respectively. The demand for branded coffee is so good that Costa coffee shop's owner Whitbread plans to spend £59.5m on a vending machine business to satisfy the market for caffeine addicts in a hurry. The Telegraph article feels that Britain's love affair with the coffee will not end soon (The Telegraph 2011)

Decaffeinated Coffee Marketing

Everyone now has to be politically correct, even those who engage in the unhealthy habit of drinking coffee. A unique marketing angle that might contribute very well brand definition and loyalty might be what this author would like to call the "Oxfam" solution or what is also know in the market as "fair trade" coffee. Such coffee is produced by third world farmers who receive a fair price for their labors. A Belgian study found that consumers' buying behavior is not…

Sources used in this document:
References

De Pelsmacker, P., Driesen, L. And G. Rayp. (2005). Do Consumers Care

about Ethics? The Journal Of Consumer Affairs. 39 (2), 363-385.

Gallarga, I. And Markandya, A. (2004). Economic Techniques to Estimate the Demand for Sustainable Products: A Case Study for Fair Trade and Organic Coffee in the United Kingdom. Economia Agraria y Recursos

Naturales. 47 (7), 109-134.
http://www.fairtrade.org.uk/products/retail_products/default.aspx. Last accessed 11 July 2011.
http://www.nature.com/news/2003/030619
Profi-forex.us. (2011). Stock and commodities markets Coffee market perspectives. Available: http://www.profi-
The Telegraph. (2011). Britain's coffee love affair: by numbers. Available: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8357456/Britains-coffee-love-affair-by-numbers.html. Last accessed 11 July 2011.
Cite this Document:
Copy Bibliography Citation

Related Documents

Other Cultures Xenophobia and Understanding
Words: 954 Length: 3 Document Type: Essay

The world is more interconnected now than ever before, both with technological tools and also with population migrations that are occurring on an unprecedented scale. People who grow up in pluralistic, heterogeneous societies like the United States, India, or Canada take cultural diversity for granted. However, many people around the world live in homogenous societies with little contact with other cultures other than through what they read about or see

Other Disciplines Relate to Nursing
Words: 726 Length: 3 Document Type: A-Level Outline Answer

Nurse How to gain a comprehensive and well-founded knowledge of nursing as a student? As a student, it is important to keep an open mind when gathering knowledge of this profession. This attitude is most important in my opinion because of the continual changes the medicine world offers on a fairly regular basis. New treatments and new ailments arise consistently and it is up to a nurse's education to guide this process

Other Wind by Ursula K. Le Guin
Words: 1267 Length: 4 Document Type: Term Paper

Wind -- Science Fiction for Adults, a Drama of the Human Heart and Mind rather than Light-Sabers Ursula Le Guin, the Modern Female Conscience of Science Fiction Ursula Le Guin is one of the most highly respected authors of fantasy and science fiction of the 20th century. The award-winning Le Guin has long been praised for combining traditional elements of literary fiction, science fiction; with philosophical and ethical speculations on ways

Media in Other Countries Many
Words: 1295 Length: 4 Document Type: Essay

In the Arab world, it can get that woman killed…literally. That is not to say that is the norm, but it's a commonly discussed and accepted precept with much (but notably not all) of the Arab sphere. Similarly, honor killings are considered acceptable, even with some people that have immigrated to countries that consider it cold-blooded murder. As for whether anything has changed in the recent past that might change

Engagement Phase Examination of Self and Others
Words: 1505 Length: 5 Document Type: Term Paper

Self and Others The term engagement has been defined as being actively involved in, a part of. When applied in a social work context, the same definition holds true. For a client to be engaged it means they must be actively involved in and a part of the process from the beginning until the very end. The National Association of Social Worker's Code of Ethics bespeaks the importance of client

Humanities and Other Modes of Human Inquiry
Words: 1118 Length: 3 Document Type: Essay

Humanities and Other Modes of Human Inquiry and Expression • Define the term humanities Humanities are a term that encompasses many individual study and sciences. There can be a two way classification of all human knowledge. First is the knowledge of the space around us, but not directly linked to humans. For example, the study of physics, botany or astronomy does not involve expressions from human emotion and nor do they reflect

Sign Up for Unlimited Study Help

Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.

Get Started Now