Corporate entrepreneurs attempt to revive the renowned Juan Valdez brand in Colombia with cafe chain and packaged java ventures, in the age of Starbucks. In the 1970s and '80s, the iconic Juan Valdez ingredient brand was the most recognized in the world of coffee. The success of promotion based on this particular character garners the Colombian coffee industry price premiums in international markets, particularly the US. By the 2000s, the coffee sector in Colombia is being battered and its branding power decreased as cafe chains like Starbucks increasingly gain gains in the worth chain.
Juan Valdez Innovation in Caffeination, Spanish Version Case Study Solution
Procafecol launches the first Juan Valdez a packed java line and cafes, setting Colombian coffee into competition with a number of its own traditional customers. The case analyzes the successes and failures of the brand new strategy of the first five years, supporting discussion of what changes should be made to Procafecol's invention program.
PUBLICATION DATE: February 22, 2013 PRODUCT #: 513S20-HCB-SPA
This is just an excerpt. This case is about SALES & MARKETING
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