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Running Head: WAKE UP CALL FOR 8:00

Wake Up Call For 8:00

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WAKE UP CALL FOR 8:00
Introduction

Products that has never been renovated tend to lose the interest of customers. Eight

O’Clock Coffee decided to make renovation in their product such as creating new flavors and

redesigned packaging. To launch these renovations, some marketing programs were

conducted such as redesigning website, sweepstake on social media, and advertising on

television. The article “Wake Up Call For 8:00”, provides a description of a research study

conducted to examine that which coffee brand is the primary competition, is coffee

consumption a situation in which rand parity or loyalty exist, who is the target market, and is

social media effective.

Question 1

Coffee brands that would constitute Eight O’Clock Coffee competition would be

Folgers, Maxwell House, and Starbucks because those are the leading ground coffee brand of

the United States (Statista, 2017).

Question 2

Coffee consumption is a situation in which brand loyalty exists because side benefits

given by the brand effect customers to stay loyal to the brand. For example, Starbucks provide

an environment to its customers that they can feel home. Also it provides loyalty program that

if you keep buying coffee from Starbucks you can collect points and you can get free coffee

with that points. Starbucks built trust for its customers that the products sold by Starbucks are

mostly good in customers head.

Question 3

The target market for Eight O’Clock Coffee’s brand refresh program are all coffee

drinkers including old customers of the company, especially, because the sales started going
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down, which means the brand was not just obtaining new customers but also it was losing its

customers. The campaign will be effective because distinctive flavors added into their coffee

mix will catch the attention of that kind of coffee lovers. Also, the renovation of the

packaging and designing will make the customers try the new products. Besides, the

marketing channels, social media and television, are good ways to reach the potential

customers.

Question 4

Since the social media is used by millions in this age and the social media platforms

let advertisers reach their most-potential customers specifically, it is the best way to reach

them out and catch their attention. Therefore, it is necessary and helpful.
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References

Statista. (2017). Leading ground coffeee brand sales of the U.S., 2017 | Statistic. Retrieved

May 10, 2018, from https://www.statista.com/statistics/188315/top-ground-coffee-

brands-in-the-united-states/