Department of Administration, Economics, and Finance

Commercial Engineering Degree

COPACABANA CAFE

First Semester: Marketing Fundamentals 'Parallel II'

Students:

Duran Pinto Siboney

Sarai Tapia Zamuriano
Andia Maraz Ivan
Mamani Escobar Naydelin
Soliz Rocabado Santiago
Pereda Jhonn Alejandro

Cochabamba - Bolivia
March 2024
 INDEX

1. SITUATION MARKETING CURRENT................................................................1

1.1. MARKET........................................................................................................1
1.1.1. Market size:..................................................................................1
1.1.2. Segmentation:.............................................................................................1
1.1.3. Clients:......................................................................................................2
1.1.4. Departments with the highest consumption..............................................................2

1.1.5. Demand:....................................................................................................2
1.1.6. Purchase:......................................................................................................2
1.1.7 Competition:
1.2. PRODUCT.......................................................................................................3
1.2.1. Positioning:.........................................................................................3
1.2.2. Innovation:.................................................................................................4
1.2.3. benefits...................................................................................................4
1.2.4. Characteristics:...........................................................................................4
1.2.5. Variety:....................................................................................................4
1.3. COMPETITION................................................................................................5
1.3.1. Competitors' strategies....................................................................5
1.3.2. Café Copacabana Strategies......................................................................5
2. ANALYSIS SWOT6
3. OBJECTIVES..............................................................................................................7
4. STRATEGY OF MARKETING.............................................................................8
4.1. Competitive Advantage:..........................................................................................8
4.2. Strategies:.........................................................................................................8
5. PROGRAM OF MARKETING9
6. BUDGETS....................................................................................................10
6.1. Research and Development (Bs. 15,000)10
6.2. Production (Bs. 40,000).....................................................................................10
6.3. Marketing and Sales (Bs. 25,000)........................................................................10
6.4. Total estimated budget:.......................................................................10
7. MECHANISMS CONTROL (KPI’S).................................................................11
1. CURRENT MARKETING SITUATION

In 1957, Don José Hugo Camacho Prado and Doña Martha García Agreda, at just 20
years, they founded Industria Copacabana S.A. in La Paz. Motivated by the spirit
entrepreneur and the passion for coffee, a product of great importance in the economy
worldwide, they started their business with the support of Don Hugo's mother.

Café Copacabana is a journey of passion for Bolivian coffee. From a small business to
an internationally recognized icon, its history reflects its commitment to the
quality, innovation, and the constant pursuit of excellence.

Café Copacabana is located in a favorable position within the Bolivian market.

of coffee. It has a recognized brand, a wide market share and
high-quality products. It also faces strong competition and must adapt.
to the new market trends to remain well positioned.

1.1. MARKET

1.1.1. Market size:

The Bolivian coffee market is approximately 40,000 tons per year.

Café Copacabana has a 20% market share, which is equivalent to
8,000 tons annually.

1.1.2. Segmentation:

Type of coffee:
Instantaneous: 55% of the market

Ground: 35% of the market

In grains: 10% of the market

Price:
oPremium: 15% of the market

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 Medium: 50% of the market

Economic: 35% of the market

Distribution channels:
Supermarkets: 50% of the market
Neighborhood stores: 30% of the market

Direct sales: 20% of the market

Clients

The customers of Café Copacabana are diverse and cover a wide range of
consumers, from individuals to companies. It focuses on meeting the needs
and preferences of each of them, offering a high-quality coffee that adapts to
different lifestyles and occasions.

Profile:
Men and women from 18 to 65 years old.

Regular and occasional coffee consumers.

People who value the flavor, tradition, and quality of coffee.

Needs:
Enjoy a coffee with good flavor and aroma.

Find coffee at different prices and through various distribution channels.

Access innovative products that meet their needs and

preferences.

1.1.4. Departments with highest consumption

The departments of Bolivia that consume the product the most are the following.

Santa Cruz: 40% of the market

La Paz: 30% of the market
Cochabamba: 20% of the market
Other departments: 10% of the market

1.1.5. Demand:

The demand for coffee in Bolivia is growing at an annual rate of 3%.

The market is expected to reach 50,000 tons in the next 5 years.

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 The main factors driving demand are:
Growth of the middle class.

Increase in coffee consumption outside the home.

1.1.6. Purchase:

Coffee consumers in Bolivia mainly buy coffee at

supermarkets (50%) and neighborhood stores (30%).
The main trends in coffee purchasing are:
Growth of online shopping.

Greater preference for organic and fair trade products.

Search for personalized experiences.

1.1.7. Competence:

The main competitors of Café Copacabana are:

Ceibo Coffee

illy Coffee

oNescafe

The main competitive strategies of Café Copacabana are:

A wide range of products for different types of consumers.

Positioning as a premium brand.

Strong investment in marketing and advertising.

National distribution network.

1.2. PRODUCT

Café Copacabana offers a wide range of products, including instant coffee,

ground and whole, in different presentations and prices.

1.2.1. Positioning

Leader in high-quality coffee: Recognized for its high-altitude coffee with flavor
exceptional and unique aroma, international certifications that endorse its quality,
winner of national and international awards and recognitions.

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 Traditional and innovative brand: Over 60 years of experience in the industry
of coffee, constant innovation in technology, production, and presentation of
product, balance between tradition and modernity, adapting to the needs
of the market.

Bolivian coffee with international projection: Main exporter of coffee of

Bolivia, present in markets in Europe, the United States, and other countries,
ambassador of Bolivian coffee in the world, promoting culture and quality of
national coffee, Bolivian pride that represents excellence and potential of
country.

Experiencia auténtica y valores:Ofrece una experiencia sensorial única a

through its coffee, values such as passion, dedication, and effort permeate
its brand, commitment to sustainability and ethical trade.

Coffee for everyone: Wide range of products to satisfy different tastes and
needs, variety of presentations and sales channels to facilitate the
access to coffee, a brand that is close and accessible for all types of consumers.

Innovation:
Café Copacabana keeps its innovations under strategic reserve. Its trajectory and
positioning, the company focuses on staying at the forefront of the industry
café, offering high-quality products, implementing sustainable practices and
providing a memorable experience to its customers.

1.2.3. Benefits
the company offers an authentic and traditional coffee experience, satisfaction for the
coffee lovers, options for different tastes and needs, it's a product
responsible with the environment.

Characteristics:
100% Arabica coffee from the Yungas of Bolivia, with over 60 years of experience and a
perfectly toasted for an exceptional flavor. Variety of presentations, including
organic products.

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Committed to sustainability and recognized for their tradition, innovation and
values. They offer a memorable experience to their customers with wide availability,
personalized attention and educational events about Bolivian coffee. Copacabana Coffee,
bringing the flavor of Bolivia to the world.

1.2.5. Variety:
Café Copacabana offers a wide range of products which are as follows
We will present. The prices shown are from the North IC.

premium grain coffee 250 g

Price: 65.20 Bs. Coffee premium ground 500 g

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 32.80 Bs.

Instant coffee 50 gr Instant coffee 250 g

38.40 Bs.

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 Instant coffee 200 g
43.30 Bs. Instant coffee 200 g
68.60 Bs.

Traditional coffee 50 g
Traditional coffee 250 gr
15.20 Bs.

Coffee traditional 500 gr

Price: 28.80 Bs.

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 Ground roasted coffee 1 kg
57.60 Bs.

1.3. COMPETENCE
The main competitors of Café Copacabana are:

Café el Ceibo: roasted coffee in grain, roasted coffee ground at different levels of
toasted, organic coffee and a fair trade coffee

illy coffee: roasted coffee beans, ground roasted coffee, illy coffee capsules
IperEspresso, Espresso coffee machines (for the use of your capsules)

Nescafé: Nescafé instant coffee, Nescafé roasted and ground coffee, coffee capsules
Nescafé Dolce Gusto, coffee in individual sachets Nescafé.

1.3.1. Competitor Strategies

Café el Ceibo: Participates in fairs and tastings to expand its coffee and
also promotes its product with organic trade emphasizing its
quality and purity.

Cafe illy: Sustainability in cooperation with the environment, sponsors events of

art and culture to associate with sophistication and collaborates with chefs of
rename to promote your coffee.

Nescafé: Conducts raffles where you can win electronic products, trips and
cars. It is also adapting to coffee capsules by developing its own
capsule called Nescafé Dolce Gusto and all its products being advertised
by celebrities and influencers.

1.3.2. Copacabana Cafe Strategies

Organizes coffee tasting events in iconic places or in collaboration with

local restaurants and cafes.
Implement a loyalty program that rewards frequent customers with
exclusive discounts, special promotions or personalized gifts, Club
Copacabana, where customers can register for free and accumulate points

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with each coffee purchase. These points could be exchanged for a variety of
rewards, such as discounts on future purchases, free products, access to
exclusive events or even unique experiences related to coffee, such as visits to
coffee plantations or coffee tasting classes with experts.

2. SWOT ANALYSIS

Café Copacabana has a favorable position in the Bolivian coffee market, but
faces some challenges. The company must leverage its strengths and opportunities
to strengthen the brand, innovate in its products and marketing strategies, also
it should expand into new markets.

Strengths:
Café Copacabana is a brand with a long history and a strong presence.
recognition in the Bolivian market.
It is recognized for its intense flavor, aromatic quality, and a touch of natural sweetness.

which makes it a high-quality product.

Offers a wide range of products to satisfy all tastes and
needs, from traditional ground coffee to instant coffee in different
presentations.
It has a wide distribution network at the national level.
Café Copacabana implements responsible practices with the environment and
supports the coffee-growing communities of Bolivia.

Weaknesses:
The prices of Café Copacabana are slightly higher than those of some of
their competitors.
The company faces strong competition from domestic companies and
internationals.

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 The company has been slow to introduce new products to the market.
He needs to innovate more in his products and marketing strategies to
stay at the forefront of the market.

Opportunities:

The Bolivian coffee market is growing, this would be a very good

opportunity for Café Copacabana to increase its market share.
The company can explore new market niches, such as gourmet coffee or the
organic coffee.
Café Copacabana has the opportunity to export its products to other countries.
The company can leverage digital marketing to reach a larger audience.
broad and strengthen your brand.
Threats:

The competition in the Bolivian coffee market is intense.

The entry of new competitors into the market, which could affect the
market share of Café Copacabana.
Consumers can shift their preferences towards other types of coffee.

3. OBJECTIVES

General Objective:

Increase the market share of Café Copacabana in the Bolivian coffee market
and expand the product to new markets.

Specific Objectives:

Increase brand awareness of Café Copacabana and boost the

sales

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 Expand the distribution of Café Copacabana to new international markets.
Position Café Copacabana in the digital world, attracting more visits to it
website.

4. MARKETING STRATEGY

Café Copacabana offers an authentic and traditional coffee experience.

committed to the quality and freshness of its products, using coffee beans
100% Bolivians from the best coffee-growing areas of the country. In addition, Coffee
Copacabana is a company responsible for the environment and supports the
coffee-growing communities of Bolivia.

4.1. Competitive Advantage:

It is a brand with a long history and strong recognition in the

Bolivian market.
It is known for its intense flavor, aromatic and with a natural sweet touch,
what makes it a high-quality product.
Offers a wide range of products to satisfy all tastes and
needs, from traditional ground coffee to instant coffee.
Implement responsible practices with the environment and support the
coffee-growing communities of Bolivia.

4.2. Strategies:

Expand your distribution network to reach a larger number of consumers.

Strengthen your online presence and develop a digital marketing strategy
effective to reach a wider audience.
Continue with your commitment to sustainability and support for communities
coffee growers of Bolivia.

5. MARKETING PROGRAM

Product:

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Our gourmet instant coffee comes in convenient single-serve packets, perfect
to take anywhere and enjoy high-quality coffee at any time
of the day. Each envelope contains the perfect amount of ground coffee and finely coated,
to ensure a quick and uniform dissolution in hot water. The use of grains
100% high-quality Arabica guarantees an intense flavor and a pleasant aroma in every
cup.

Price:

Our gourmet instant coffee is positioned as a premium product, with a

price in line with the product quality and its gourmet coffee image. We will offer
different presentations (boxes of 10, 20, and 50 envelopes) to adapt to the needs
of consumers and to different price ranges.

Square:

Our gourmet instant coffee will be available at traditional retail points.

just like in gourmet stores, supermarkets, and e-commerce platforms.
We will implement an omnichannel distribution strategy to reach a wider audience.
broad and ensure constant availability across all sales channels.

Promotion:

For the product launch, we will conduct a campaign on social media,

influencers and tastings at points of sale. The social media campaign will include
paid advertisements and organic posts on our own social networks, as well as
in the selected food influencer tastings at points of sale
they will allow consumers to try the product before buying it and obtain a
first impression of its quality and flavor.

To retain our customers, we will create a loyalty program that allows

accumulate points for each purchase and redeem them for discounts and gifts. In addition,
we will collaborate with food influencers to promote our product in their
social media and reaching a wider and more specialized audience.

6. BUDGETS

6.1. Research and Development (Bs. 15,000)

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 Market analysis: Bs. 5,000 (Feasibility study, analysis of the
competition, definition of the target audience
Product development: Bs. 5,000 (Grain selection, taste testing,
definition of the sensory profile
Packaging design: Bs. 5,000 (Label design, box, materials)
sustainable)

6.2. Production (Bs. 40,000)

Acquisition of raw material: Bs. 25,000 (Gourmet coffee beans)

height, artisanal toasted
Containers and materials: Bs. 10,000 (Biodegradable containers, labels
customized)
Labor: Bs. 5,000 (Production, packaging, quality control)

6.3. Marketing and Sales (Bs. 25,000)

Product launch: Bs. 10,000 (Presentation event,

tastings, promotional material
Digital marketing: Bs. 5,000 (Social media, website, advertising)
online
Sales channels: Bs. 10,000 (Online store, gourmet distributors,
alliances with cafes).
Loyalty program: Bs. 15,000 bolivianos (Some promotions)

6.4. Total estimated budget:

Research and Development (Bs. 15,000) + Production (Bs. 40,000) + Marketing and
Sales (Bs. 25,000) + Additional expenses (Bs. 10,000) = 90,000 Bs.

This total budget of 90,000 bolivianos is what would provide us a basis for
execute the launch strategy for Copacabana gourmet coffee in Bolivia.

7. CONTROL MECHANISMS (KPI ’S)

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 Market penetration = (Sales of Café Copacabana / Total market size)
market) * 100

Brand recognition = (People who recognize Café Copacabana /

Target population) * 100

Percentage of sales in new markets = (Sales in new markets /

Total sales) * 100

Web traffic = Number of visits to the Café Copacabana website / Period of

time

that tone

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