Analyze a marketing situation and develop appropriate advertising recommendations and
sales promotion strategies.Only Coffee Cups Co. was established in 1972 by Raul Cardenas, a Brazilian coffee expert. The
company opened its first store in Brampton, Ontario, in 1973. Now the company operates more
than 30 stores across the GTA. The stores sell Brazilian coffee and freshly made coffee to their
clients. Raul, the founder and CEO, values quality and sustainability. Raul's strategy is organic
growth through opening new stores in different locations across Canada.
Recently Only Coffee Cups Co. developed a new product, "Other Dimension," a strong coffee
similar to espresso. "Other Dimension" contains a lot of caffeine, and it is designed to wake
you up in the morning. Only Coffee Cups Co. plans to launch the product at the end of this year
across all their stores. The company believes the product will generate a lot of revenue since it
is unique, which means the company gets a head start. Raul wants to know if big chains like
Tim Hortons or Starbucks have similar products. He wants to use this data to help him develop
the marketing strategy for "Other Dimension."
"Other Dimension" Product has the following characteristics:
The price of 120ml cup is $9.00
Caffeine content is 200% higher than a typical espresso.
It is sourced from sustainable farms in Brazil.
It is organic
Its manufacturing has a low environmental impact.
The product is certified organic.
The company donates $0.50 from each cup to Brazilian charities. These charities
work on preserving the rainforest.
The company contacted you to help develop the marketing strategy for this new product. You
are required to analyze the marketing situation and develop a sales promotion strategy, along
with appropriate advertising. Your strategy should include the following
A unique selling proposition.
A promotion strategy that combines at least two push strategies and two pull
strategies.Evaluation:
Identifying the unique selling proposition (1%).
Designing a promotion strategy (1%).
Using at least two push strategies as a part of the promotion strategy (1%).
Using at least two pull strategies as a part of the promotion strategy (1%).
A creative advertising strategy should be one of the pull strategies (1%).