Wednesday, May 6, 2020

Marketing Strategy Of Black Ivory Coffee Essay - 1195 Words

Black Ivory Coffee is a luxury product that has global appeal in the high end markets. It is a rare product that commands a high price tag. The quantity that is produced yearly, coupled with its unique production process, makes it an ideal offering at select luxury hotels. Much of the sales are direct to consumer through its website. Its price and status as the world’s most expensive coffee targets coffee connoisseur with disposable income. It is an aspirational product. Black Ivory coffee appeals to someone that is looking for a new and unique experience. They are not concerned with the price but value the quality and taste over everything else. The production process is as important to the product as the coffee beans themselves. The elephants are street rescued Thai elephants at the Golden Triangle Asian Elephant Foundation in Chiang Saen Thailand. The product’s story and marketing strategy is further enhanced by the company’s commitment to the elephants and th e local workers. 8% of Black Ivory Coffee sales will help fund a specialist elephant veterinarian to provide free care to elephants in Thailand including the purchasing of medicine to treat sick elephants. Decaffeinated Black Ivory Coffee One way Black Ivory Coffee could expand their business would be to create a decaffeinated version of their beans. In doing so they would have to add costs as well as multiple components to their supply chain. The first step would be for Black Ivory Coffee to decide which processShow MoreRelatedStarbucks Australi Lessons From A Global Company2108 Words   |  9 PagesStarbucks Australia: Lessons from a Global Company PURPOSE: As part of the requirements for Marketing Fundamentals, I was assigned to do research on an Australian company and their current marketing strategies; and then recommend improvements to the marketing plan. 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