CHARACTERISTICS OF OUR PRODUCTS Arabica coffee, grows in altitude - - PowerPoint PPT Presentation

CHARACTERISTICS OF OUR PRODUCTS

Arabica coffee, grows in altitude in Loja, Ecuador, with a superior score of 84

Acidic: Brilliant and balanced. Aroma: Sweet, fuirty and nutty Taste: Slightly acidic with nuances of cocoa and cardamom. Body: Medium/high.

CHARACTERISTICS AND CAPACITY OF THE PRODUCT

Characteristics:

The production of Arabica coffee is from March to October. The Arabic coffee of Loja occurs in heights of between 1,200 and 1,800 meters over sea level. 85% of total production is exported (France, Germany, USA and Portugal)

Capacity of product:

10,000 annual quintals Availability from April to December About 6,000 hectares of cultivation

CONDITIONS OF DEMAND

Profile Consumer Coffee Coffee Markets International Distribution Coffee

European, American and Japanese consumer. Through supermarkets, retail stores,

• rganic shops and coffee shops

Demanding, which is driven by global consumption trends. It favors the consumption of light, organic products, healthy and compatible with the environment. . Entry to the markets with the highest demand US, Europe and Japan Main: Europe, USA, Japan and Australia Growing coffee market at sustained rates of 1.7% per year High global demand for light, organic and healthy products.

MARKETING STRATEGIES

OBJECTIVE MARKET

• It is necessary to capture the highest segment of the market seeking to differentiate the quality

and image of the coffee, because these characteristics must support its superior price; As this premium market segment prioritizes quality at the price.

• Capture a new group of buyers instead of competing with the other brands.

Export destinations should be markets with high purchasing power: US, France, Germany or Japan. INTRODUCTION STRATEGY

• The primary strategic objective is to make the product perceived in the market as unique.
• Give a unique alternative to the customer, creating the perception that this coffee lacks

comparable alternatives.

• Find a market which target is less sensitive to the price

MARKET STRATEGIES

SIGNALS OF VALUE: QUALITY SIGNALS OF VALUE: SOCIAL RESPONSIBILITY

• A privileged geographical situation with microclimates at heights of around 2,000 msm and a

soil quality with the three basic nutrients for the optimum development of coffee: carbon, hydrogen and oxygen make this a product with unique flavor and texture. It is a mountain coffee to be cultivated in the highlands of the province of Loja.

• Product 100% natural and handcrafted with processes that do not involve artificial or chemical

inputs or raw materials Product Certification JAS (Japanese Agricultural Standard) Product Certification BCS ÖKO-GARANTIE from Germany Organic Product Certification.

• Participant of the CECJ (EcuadorIan Fair Trade Coordinator) The product is marketed in the

domestic market and in the international markets of Fair Trade of the European Union, United States and Canada.

• Since 2002, it has the organic certification BCS and Fair Trade FLO and SPP

COMPETITIVE DIFFERENTIATION

PRICE

• The price must be high in this phase of introduction and growth; But it must also be competitive

to stay in the market.

INTERNATIONAL BUYERS

WHO ARE THEY?

Ethiquable is a French company with 13 years in the market. Specialized in healthy and organic

• products. It supports artisanal producers and associations that promote fair trade.

COMMERCIAL PRODUCTS:

• Tall coffees.
• Raw chocolate.
• Infusion tea
• Fruit juice

PURCHASE PRICE:

• $ 3.40 to $ 3.50 per pound.

STRATEGY: Product distribution Finished (Toasted, Soluble, instant, etc.) With high development of brand.

OUR BRANDS

PERGAMINO GOURMET, ROASTED COFFEE BEANS, ROASTED AND GROUND AND GROUND COFFEE 400 G PERGAMINO GOURMET, ROASTED COFFEE BEAN, 1 KILO

CAFÉ SABDI, ROASTED COFFEE BEANS, ROASTED AND GROUND AND GROUND COFFEE 283,5 G AND 1 KILO

STORES IN USA