LEVERAGE:

A THREE

STEPS PROCESS TO BUILD

THE STRONGNESS OF
MACCOFFEE

BY FABRICE DEMANOU

RESUME

The early 90's was a witness to revolutionary changes around the

world. In keeping up with the times, Food Empire Holdings
launched MacCoffee, its first brand in the 3-in-1 coffee mix
category, an innovative product that changed the way people
consumed coffee.

Over the years, consumers across many countries have come to

love MacCoffee's rich aroma, premium quality and superb taste,
voting it to be the number one spot year after year.

Its success has been underpinned by constant research and

attention to market needs, showing positive and strong brand
equity, and also not forgetting a watchful presence in the local
market.

Like a true innovator, MacCoffee continues to bring new and

unique blends of coffee in different categories to its consumers.
Today, MacCoffee is the leader when it comes to quality and
remains a household favourite in many countries

Today, MacCoffee needs to branch out it presence in a new

Country: CAMEROON

This Presentation hope to be a helpful step by step procedure to

integrate this new market.

THE THREE STEPS...

THE THREE STEPS

SET UP A MARKET RESEARCH

BUILD THE MARKETING STRATEGY

IMPLEMENTATION & CONTROL

FOR EACH STEP...

- ONE GOAL

- ONE PROCESS

- ONE TOOLBOX

STEP 1:
SET UP A MARKET
RESEARCH

STEP 1: SET UP A MARKET RESEARCH

GOAL: CAPTURE THE MARKET INSIGHT

One of the shortest good definitions of Marketing is meeting needs

profitably. Companies with superior information about needs can
choose their markets better,develop better offerings, and execute better
marketing planning.
To provide context,insight,and inspiration for marketing decision making,
MacCoffee must possess comprehensive,up-to-date information about
macro trends,as well as about micro effects particular to their business.

STEP 1: SET UP A MARKET RESEARCH

PROCESS:

a) RETRIEVE INTERNAL RECORDS

To spot important opportunities and potential problems, Marketing
managers rely on internal reports of orders,sales,prices,costs,inventory
levels,receivables, and payable.
MacCoffee should check it Database for useful informations about all it
Cameroon's Customers & Distributors.

STEP 1: SET UP A MARKET RESEARCH

PROCESS:

b) MANAGE OUTSIDE RESEARCH

To make the best possible tactical decisions in the short run and strategic decisions in the long run, MacCoffee need timely, accurate, and actionable
information about consumers, competition, and their brands. Discovering a consumer insight and understanding its marketing implications can often
lead to a successful product launch.
It can be done in 6 simple steps:
- Define the Problem of the MacCoffee project
- Develop the research Plan ( Make decisions about the data sources,research approaches,research instruments,sampling plan,and contact methods)
- Collect the Information ( Conduct the Market Survey )
- Analyze the Information ( Extract findings by tabulating the data and developing summary measures, Compute averages and measures of dispersion
for the major variables and apply some advanced statistical techniques and decision models in the hope of discovering additional findings, Test
different hypotheses and theories,applying sensitivity analysis to test assumptions and the strength of the conclusions.
- Make the Decision ( Strategics marketing dcisions could now be made)

STEP 1: SET UP A MARKET RESEARCH

PROCESS:

c) BUILD A MARKET INTELLIGENCE SYSTEM ( For Long- Term research)

A marketing intelligence system is a set of procedures and sources that managers use to obtain
everyday information about developments in the marketing environment.The internal records
system supplies resultsdata,but the marketing intelligence system supplies happenings data.
This can be build trought:
- Customs relationship with Distributors
- Awarness of the Sales force
- Market Survey Dashboards

STEP 1: SET UP A MARKET RESEARCH

TOOLBOX:

- Internal Databases
- Interview with Customers
- Questionnaires
- Focus Groups

STEP 2:
BUILD THE MARKETING
STRATEGY

STEP 2: BUILD THE MARKETING

STRATEGY

GOAL: BUILD A STRONG BRAND & CUSTOMER VALUE

To compete more effectively,many companies are now embracing target

marketing. Instead of scattering their marketing efforts, theyre focusing
on those consumers they have the greatest chance of satisfying.
From the result of the first step (Market Research), MacCoffee needs to
select some segments that he could satisfy with the Maximum of efficacity
and efficiency. Regarding of the product features and Competitors
caracteristics, MacCoffee will develop the sweetable marketing strategy.

STEP 2: BUILD THE MARKETING

STRATEGY

PROCESS:

a) Market SEGMENTATION
It consist in the Identification and profiling distinct groups of buyers who differ in their needs and
wants.
Market segmentation divides a market into well-defined slices. A market segment consists of a group
of customers who share a similar set of needs and wants.
MacCoffee should identify the appropriate number and nature of market segments and decide which
one(s) to target. He can use two broad groups of variables to segment consumer markets
( Geographic, Demographic, Psychographic, etc. )
This can be easily done by analysing Result of the 1st STEP.

STEP 2: BUILD THE MARKETING

STRATEGY

PROCESS:

b) Market TARGETING
At this Level, MacCoffe should Select one or more market segments to enter.
There are many statistical techniques for developing market segments.
Once the firm has identified its market-segment opportunities,it must
decide how many and which ones to target.
Not all segmentation schemes (variables) are useful.

STEP 2: BUILD THE MARKETING

STRATEGY

PROCESS:

c) Market POSITIONING
For each target segment, MacCoffee should establish and communicate the distinctive benefit(s) of the
companys market offering.
In evaluating different market segments, MacCoffee must look at two factors:
- The segments overall attractiveness
- Its objectives and resources.
No company can win if its products and services resemble every other product and offering. As part of the
strategic brand management process,each offering must represent the right kinds of things in the minds of
the target market.

STEP 2: BUILD THE MARKETING

STRATEGY

PROCESS:

d) BUILD BRAND EQUITY

As a Part of the Market POSITIONING, this level of the process focus on building the best Customer Value.
MacCoffee can win only if its products and services differ from every other product and offering. Each offering
must represent the right kinds of things in the minds of the target market.
This sensitive level of the Process has 3 requirements :
- Determining a Competitive Frame of Reference ( regarding of competitors products, MaCoffee's specificities
and Customer's needs)
- Identifying The Optimal Point-Of-Difference ( The best advantage that MacCoffer can deliver)
- Choosing the Brand Mantras.

STEP 2: BUILD THE MARKETING

STRATEGY

PROCESS:

e) Set UP AND INTEGRATED MARKETING STRATEGY

Here is the Level where Strategic dcisions can be made regarding of Previous STEPS.
Each dcision will strongly impact in a multidimensional way:
- On the PRODUCT Itself ( Product Image, Caracteristics, etc.)
- On It PRICE ( Here Research Results of the 1st STEP could help defining the Right Price )
- On it PLACE ( Channel design, Partner Relationship Management,etc.)
- On it PROMOTION ( The Selection of The marketing communications mix, the Marketing
Communications Budget )

STEP 2: BUILD THE MARKETING

STRATEGY RESEARCH

TOOLBOX:

- The 4 P's
- The BRANDASSETVALUATOR
- The BrandDynamicsPyramid
- The Brand Resonance Pyramid
- The Secondary association Process

STEP 3:
IMPLEMENTATION & CONTROL

STEP 3: IMPLEMENTATION & CONTROL

GOAL: CONNECTING WITH CUSTOMERS & DELIVERING VALUE

Today,companies face their toughest competition ever, and the Caf's Market in Cameroon
is not different.
It is extremely important to Move from a "Product-and-Sales" Philosophy to a HOLISTIC
MARKETING Philosophy. It gives them a betterchance of outperforming the competition.
The cornerstone of a well-conceived holistic marketing orientation is strong customer
relationships.
MacCoffee must connect with customersinforming, engaging, and maybe even energizing
them in the process. Customer centered companies are adept at building customer
relationships,not just products.

STEP 3: IMPLEMENTATION & CONTROL

PROCESS:

This 3rd STEP consist in delivering Value to Customer, regarding of the

Marketing Strategies from the 2nd STEP.
However it's important for MacCoffe to provide clear, quantifiable evidence
on how it marketing expenditures help him to achieve its goals and financial
objectives.
So it is really important to plan a further Marketing Research to assess the
efficiency and effectiveness of marketing activities.

STEP 3: IMPLEMENTATION & CONTROL

TOOLBOX:

1. For IMPLEMENTATION
- The 4 P's
- The Sales Force
2. For CONTROL
- The Market SURVEY Dashboard
- Marketing Metrics

Let's Keep Going, Life is Brighter on the Top.

Fabrice DEMANOU