Malongo's coffees

Résumé du document

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.
It provides:
•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.

Extraits

[...] •Tasting products. •Product sales. Malongo is also present in events such as gastronomic and coffee fairs, at a national and international level. V. Promotion Policy i. Selected Media for advertising Malongo use several ways to advertise their products: Television, posters , Sponsorship, Exhibitions Television: Malongo to try to compete Nespresso and Tassimo using TV advertising. They use humor in its latest advertising campaign The brand presents its coffee machine espresso whose characteristic is its pump delivering 16 bar pressure. Those advertising ware broadcasting following 23 November 2006 on TF1 Poster: They also use Billboard to promote the coffee machine Malongo. [...]

[...] The Malongo Café belongs to the company. They want to develop this concept and be present in all big cities. They want to open 2 to 5 Café each year. Malongo is really in advance compared to the other coffee brand that are labialized Max Havelaar. They have a large channel of distribution. They are almost the only one of the roaster in France that market coffee in all channel of distribution. iii. Types of retailers : off and online Malongo has selective distribution channels. [...]

[...] Range of competitors prices iv. Demand elasticity 1 (ref. Price-elasticity of demand and coffee consumption in importing countries, international coffee organization, 2004) According to the elasticity study made by the International Coffee Organization, the demand is elastic to price. Indeed, when the price went down in the past, the demand went up and when the price increased, the demand decreased. IV. Place Policy i. Suppliers There are bean growers, max havelaar, and other suppliers which provide plastic, herrisan, and cardboard to the company. [...]

[...] Some small shops even do not sell malongo coffee. Therefore consumers need to spend their time to find out what they want. Secondly, about willing to pay the company also needs to find out how much consumers are willing to pay for products. People who have more purchasing power will pay more for organic products. Nowadays, people think their health more than the past so the bio market is increasing. The number of people who prefer to buy environmentally friendly products is increasing as well. [...]

[...] Malongo's coffees Contents I. Company i. Profile & Market Share i. Direct and indirect competition ii. SWOT analysis iii. STP strategy II. Product Policy i. Levels of product ii. Analysis of the brand iii. Products lines iv. Analysis of the packaging III. Price Policy i. Pricing objective & pricing policy ii. Range of pricing in the retailing stores iii. Range of competitors prices iv. [...]