Introduction
This essay provides insights into a promotional pitch for a Brazilian coffee brand, Café Tabom. Despite the fact that this coffee brand does not receive as much popularity and prestige as the market leader does currently, its market potential remains to be fully extracted. The marketing objective of this promotional pitch is to build a new brand image with more detailed segmentation. Though a series of marketing communication methods, Tabom Café would hopefully make full use of its production advantage and dominate its own separate segmentation market.
Brand positioning
A brand offers a product soul and builds emotional connections with consumers as symbols of lifestyles and expressions of personalities. Thus positioning the brand has significant impact on how the brand marks a product on consumers’ consciousness. To differentiate the brand from its compelling competitors in a saturated market, …show more content…
The messenger who delivers the product message is commonly known as the spokesperson who are typically expert, celebrity, chief executive or consumer. Among these four types of spokesperson, we are inclined to choose celebrities especially movie stars to grab the attention of consumers who are not decisive in choosing between different brands of coffee. Further, to help build the high-profile image of our brand, we’d like to invite Caroline Celico Leite who is a Brazilian socialite and married to the famous football player Kaká. Her delicacy and beauty suggest the taste of the brand; her husband and reputation remind people of Brazil, to which Tabom café is native. Preventing sleeper effect from happening, advertising campaign featuring Caroline Celico Leite needs to be repeated on a regular basis in order to keep the message from
This essay provides insights into a promotional pitch for a Brazilian coffee brand, Café Tabom. Despite the fact that this coffee brand does not receive as much popularity and prestige as the market leader does currently, its market potential remains to be fully extracted. The marketing objective of this promotional pitch is to build a new brand image with more detailed segmentation. Though a series of marketing communication methods, Tabom Café would hopefully make full use of its production advantage and dominate its own separate segmentation market.
Brand positioning
A brand offers a product soul and builds emotional connections with consumers as symbols of lifestyles and expressions of personalities. Thus positioning the brand has significant impact on how the brand marks a product on consumers’ consciousness. To differentiate the brand from its compelling competitors in a saturated market, …show more content…
The messenger who delivers the product message is commonly known as the spokesperson who are typically expert, celebrity, chief executive or consumer. Among these four types of spokesperson, we are inclined to choose celebrities especially movie stars to grab the attention of consumers who are not decisive in choosing between different brands of coffee. Further, to help build the high-profile image of our brand, we’d like to invite Caroline Celico Leite who is a Brazilian socialite and married to the famous football player Kaká. Her delicacy and beauty suggest the taste of the brand; her husband and reputation remind people of Brazil, to which Tabom café is native. Preventing sleeper effect from happening, advertising campaign featuring Caroline Celico Leite needs to be repeated on a regular basis in order to keep the message from