The soluble coffees category is one of the most important at the point of sale and has made a special place in retail, so knowing details about it are of great help, to understand the trade that is generated in this regard.
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The sale of soluble coffees calls, as in any other category, to think of good marketing strategies to achieve highlighting a product.
If you want to start a business in the soluble coffee market and are looking to learn details that will help you perfect your strategy, the Marketing School helps you do so.
Within the category of soluble coffees, an element that is very important to highlight has to do with the way consumption is studied.
The market for soluble coffees It is exciting and within this we see an important offer, which tells us about the demand that there is in this regard, since it is a product that has practicality and relevance in the lives of consumers.
The proposal that we see every day in the shopping aisle is not wasted and if it makes us ask what challenges in marketing there are, to be able to launch a new product in this market.
It is important to remember that business cases are important references that give us guidelines to understand what elements help an idea or strategy to stand out, without neglecting how important it becomes to understand the context they offer you. the diplomas and management programs of the School of Marketing; therefore in this interview with Fernando Cesar Echegaray, Vice President of Coffee and Beverages at Nestlé Mexico, we delve into the challenges a brand faces to launch a new product in a competitive category.
Merca2.0 – Now that you have launched an espresso but instant coffee, what was the process of launching a new product in the soluble coffee category where the brand is the leader?
Fernando César Echegaray – The process behind this release was quite challenging. It all started from understanding and listening to our consumers to know what product to offer them and what attributes were relevant. Once this was clear, a market research was carried out both at the concept and product test level, to ensure that it connected with their needs.
After several trials and errors, we found the ideal formula for this 100 percent soluble coffee, which is made with robusta coffee beans that have been roasted for a longer time to offer a new experience of intensity with a more intense flavor and aroma. Once the product is ready, a communication and point of sale strategy is made to finally launch it on the market.
It was a rather long process in which we have been working for a long time and therefore we are very happy to present you this new product that joins the family (…) with more roasted notes to enjoy a more intense sensory experience, leaving a greater persistence in the palate.
Merca2.0 – What does the consumer demand for soluble coffee today?
FCE – Today soluble coffee consumers demand a more intense coffee that offers them differentiated attributes. With the launch we seek to be part of the routine of coffee lovers and give them that push they need to continue with their daily activities, without the need to add an extra teaspoon.
In addition, it is an excellent drink for all coffee lovers, who seek another level of flavor and intensity in their daily life.
Merca2.0 – For the campaign of this product, what creative elements are new and which ones cannot be missing in an advertising piece for the brand?
FCE – In this campaign we seek an experience with the senses through the most intense aroma and flavor (…) where we are accompanied by our slogan “Intense is the new Black” together with the characteristic colors: black and red, which allow us to build on a territory of intensity and that allows us to continue positioning.
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