- Profile et Market Share
- Direct and indirect competition
- SWOT analysis
- STP strategy
- Product Policy
- Levels of product
- Analysis of the brand
- Products lines
- Analysis of the packaging
- Price Policy
- Pricing objective et pricing policy
- Range of pricing in the retailing stores
- Range of competitors prices
- Demand elasticity
- Place Policy
- Channel levels and intermediaries
- Types of retailers : off and online
- Selected Media for advertising
- Examples of advertising and objectives
- Types of promotion
- Types of public relations
- Push or pull strategy
Back in 1934, Malongo coffees came into being in a small roasting shop in the heart of Nice.
After the Second World War, the brand was launched on the radio.In 1980, the first cafés were opened in Cannes and Nice.
In 1992, Jean-Pierre Blanc, the general manager of Malongo met Father Van de Hoff in Mexico and this meeting with the founder of Fair Trade led Malongo to protect the farmers in the Third world. In 1995, a competition to find the best Young Coffee Professional was launched. This demonstrated Malongo’s will to develop training programs on the subject of coffee in hotel schools.
A year later, the brand was taken on by major distribution outlets. This progression coincided with the creation of the 123Spresso concept and the creation of an export department.
- Fair trade
Max Havelaar, the Fair trade association to which Malongo belongs is an answer to the issues of exploitation, child labor, and poverty.
•Fair wages for the workers
•Greater respect for the environment
•Safe working conditions
•Preservation of cultural values
The mission of Max Havelaar is to guarantee a better deal towards Third World Production. It contributes to sustainable development by offering better trading conditions and securing the rights of marginalized producers and workers, especially in the South. It aims to help producers in developing countries. Fair trade is an organized social movement and market-based approach.
[...] They are almost the only one of the kind roasters in France that markets coffees in all channels of distribution. iii. Types of retailers : off and online Malongo has selective distribution channels. It has 4 types of retailers which own retail shops including Malongo cafes off-line, on- line, supermarkets such as Carrefour, Monoprix, and Casino, convenience stores such as Marche plus, Petit Casino, and internet shops such as supermarket’s sites, Amazon, and coffee specialty sites such as club café gourmet. [...]
[...] Promotion Policy i. Selected Media for advertising Malongo uses several ways to advertise their products: Television, posters, Sponsorship, and Exhibitions Television: Malongo tries to compete with Nespresso and Tassimo using TV advertising. They have used the humor element in the latest advertising campaign. The brand presents its coffee machine espresso whose characteristic is its pump delivering at 16 bar pressure. The advertisements were broadcast on 23 November on TF1. Poster: They also use Billboards to promote the coffee machine of Malongo. [...]
[...] SWOT Analysis Strengths: Malongo’s coffees are one of the main leaders on the Fair-Trade coffee market. The Labelized Max Havelaarproduct benefits from the label and gives it a competitive advantage as compared to the other coffee brands in people’s minds. The company is able to propose a diversified range of products to the consumers not only in terms of coffee, but also of thorough other products such as teas or coffee machines. Malongo’s products are recognized by a lot of people in the first taste from its high quality and standard. [...]
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