The document outlines a marketing communication strategy for Café de Colombia coffee. The strategy focuses on building brand awareness through logo identification and targeting educated young customers. It aims to position the brand as adventurous and fun while highlighting that coffee is healthier than substitutes with less caffeine. The strategy also seeks to increase awareness of Café de Colombia's unique identity and brand image as representative of all Columbian coffee growers by opening coffee houses globally and selling exclusively Columbian coffee at a premium price to attract young customers.

1. CAFÉ DE COLOMBIA
GROUP- 5, 8,14 HATERS MAKE ME FAMOUS!

2. MARKETING COMMUNICATION STRATEGY
• Focused on logo Identification, which led to brand awareness
• Target Customer: Educated and Young
• Theme: Adventurous, Fun
• Reached existing coffee drinkers
• Healthier than substitutes – Less Caffeine

3. • Unique Identity JAUN VALDEZ
• Increased Awareness
• Brand Image
• Symbol for all Columbian Coffee Growers
STARBUCKS GOOD OR BAD?
• Consumers price sensitive to packaged coffee but ready to pay high price at coffee houses
• Likes of Starbucks took away business
• Starbucks Image- More of an entertainment company that sells coffee
• Tie-up with brazil

4. EMERGING MARKETS
• Open a coffee house through out the globe
• Will sell only Columbian Coffee – Charge premium
• Attract youngsters
• Increase Variants
• Will continue to sell packaged coffee as before
• Since price sensitive customers, new flavors, ready to eat variants can be developed

5. Campaign 1

6. Campaign 2