Our marketing strategy us to promote our products as gourmet assortments of the finest Kona coffees.
Our promotion: “The World’s best coffee is Kona coffee—the best Kona coffees in the world are ours” is meant to instill the idea that no other product on the market can provide this message, positioning our products as a unique offering.
Each presentation basket will further promote this concept with a small informational card, explaining the Blue Ribbon history if the products. We intend to supplement this with advertising and marketing promotions.
Our message: Our products benefit the customer by being available together, freeing the customer from the effort of researching and collecting them. Our brand of coffee benefits the customer by ensuring quality by the Kona Gold
Coffee trademark and, as a bonus, the customer receives our Kona Golda Coffee
Signature Gold coffee, available only through our products.
Our target market: Our primary consumers are gourmet coffee drinkers with our consumer profile, looking for the best Kona coffees. Our secondary consumers are tourists with our consumer profile, curious to try Kona coffee, and image buyers who seek unique gifts and the best quality coffee for entertaining quests as the focus of a party or a sumptuous end to fine dinner.
Our competitors’ marketing programs: None of our competitors can market their products as an array of the finest Kona coffees available end, instead, promote only their own brands.