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  • Yina Hernández González Sebastián Felipe Prieto Torres Luis Carlos Riaño F Juan Carlos Angie Paola Palacios González

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    Diego Torres
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    The document discusses brand positioning strategies for coffee and commodities. It notes that in 1959 Colombia represented 3.7% of the global coffee market but through branding like Juan Valdez had grown to 66% by 1989, while Brazil fell from 71% to 16%. Commodities are natural goods without processing that have low prices due to standardization and lack of added value. The document considers strategies to increase demand for coffee.

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    juan valdez

    Original Title

    JUAN VALDEZ

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    The document discusses brand positioning strategies for coffee and commodities. It notes that in 1959 Colombia represented 3.7% of the global coffee market but through branding like Juan Valdez had grown to 66% by 1989, while Brazil fell from 71% to 16%. Commodities are natural goods without processing that have low prices due to standardization and lack of added value. The document considers strategies to increase demand for coffee.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    18 views14 pages

    Yina Hernández González Sebastián Felipe Prieto Torres Luis Carlos Riaño F Juan Carlos Angie Paola Palacios González

    Uploaded by

    Diego Torres
    The document discusses brand positioning strategies for coffee and commodities. It notes that in 1959 Colombia represented 3.7% of the global coffee market but through branding like Juan Valdez had grown to 66% by 1989, while Brazil fell from 71% to 16%. Commodities are natural goods without processing that have low prices due to standardization and lack of added value. The document considers strategies to increase demand for coffee.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 14

    Yina Hernández González

    Sebastián Felipe Prieto Torres


    Luis Carlos Riaño F
    Juan Carlos
    Angie Paola Palacios González
    Contex
    t
    BRAND POSITIONING

    • Brand Differentiation
    • Strategies to increase coffee demand
    • In 1959 the company Doley Done
    Bernbach created the symbol that
    represents Juan Valdez
    1959 Brazil 71%

      Colombia 3.7%

    1989 Brazil 16%

      Colombia 66%
    COURSE COMMODITIES

    • Are re goods that come from nature


    and have not undergone
    transformation processes.

    Why basic prices fall :


    1) With the low production costs.
    2) Commodities do not have significant
    added value.

    • Standardization
    Proble
    m
    Strategi
    es
    Conclus
    ion

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