Juan Valdez Case Study

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The character of Juan Valdez and the surrounding campaign can be broken into three parts, the education campaign from 1959-1980, the 100% Columbian Ingredient brand from 1980-1990, and appeal to younger consumers . As the brand grew and changes emerged, it became necessary for the campaign to change to represent the needs of the time. The Educational campaign was designed to educate the public about the differences of Columbian coffee versus other coffee producing nations. DDB created the character of Juan Valdez to explain the attributes of Columbian coffee to the consumer , the FNC during the 1930s to the 1950s worked on consolidating farmers and developing connections. The educational campaign launched in 1960 as an effort to raise Columbian …show more content…
The US was also drinking less coffee, and major economic growth allowed the consumer to become more choosey . The FNC and DDB decided a change in strategy was needed. The FNC and DDB wanted to make Columbian Coffee’s a luxury brand to increase its profile . DDB and FNC employed a 100% Columbian strategy, and demarked by the Juan Valdez logo. The 100% Columbian strategy was a strategy to increase the quality of a cup of Coffee, and to convince roosters to use 100% Columbian Coffee in their blends . Ultimately, the 100% Columbian Strategy was a strategy to establish the quality of Columbian coffee for both the consumers and roosters.
Under the 100% Colombian coffee banner, the image of Juan Valdez would be in charge of positioning Colombian coffee as a superior product. The FNC optimized this project through a pull and push strategy. The FNC sought to pull and to increase the consumer 's demand for Colombian coffee, and to push the roasting houses to use the product.42 All this pulling and pushing would be done by the Juan Valdez
…show more content…
During the late 1950s Columbian coffee was popular domestically, but not consuming nations, “in the minds of most consumers, Brazil held the position as producer of the best coffee in the world. For this reason, and because the coffee industry saw yet another drop in the world price for its product, the FNC designed and set in motion a new cycle known as the differentiation strategy” . The 100% Columbian strategy was based on quality and successfully able to change the taste of consumers, from Brazilian Coffee to Columbian Coffee, “Markets are increasingly signaling demand for differentiated products. It is noteworthy that market segmentation, which implies heterogeneity in the demand function, can only be used as a strategy when accompanied by product differentiation” . Consumers have a desire for different, coffee is a competitive market and majority of the consumers had their previous perspective about Columbian coffee. The FNC and DDB decided to associate Columbian coffee with high quality and market it as luxury product . By marketing Columbian coffee as a luxury good via Juan Valdez, the FNC was position Columbian coffee as superior, and have consumers look for the 100% Columbian banner in the supermarkets. A subset of marketing is brand management; the marketers associated Columbian coffee and Juan Valdez with

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