E-mail

To: Mario Cumino
From: Susan Dumouchel

Subject: Possible solutions to save “Caferoma” coffee

Dear Mr. Comino,

I am very happy that you enjoyed my presentation from last Monday’s meeting about the several problems concerning the sales of Caferoma’s rich Italian-style coffee. As my partner and I mentioned, the sales have declined by almost 30% thanks to brand loyalty, the price, the ‘copycat’ products and the brand image. We have come up with possible solutions that we will present to you at the next meeting.

At the next meeting, we will present six main ideas to solve Caferoma’s problems: changing Caferoma’s image to appeal to a different market segment, reducing the price by about 25%, developing a new advertising campaign to relaunch the brand, selling Caferoma under different brand names at lower prices, allowing supermarkets to see our coffee under their own brand name, bringing out new products such as instant coffee and stretching the brand using coffee machines.

I look forward to the meeting, hopefully our ideas will bring a change to the company.

Sincerely,
Susan Dumouchel