JACOBS
Name: Răghinaru Daniela
Class: a XII-a D
School: Colegiul Economic Buzău
Coordinating teacher: Andrei Elena
BRIEF HISTORY OF THE COMPANY
• It all started in 1895 in Bremen, Germany, with Johann Jacobs' dream of
giving people the opportunity to discover the power of Alintaroma.For
Johann Jacobs, the aroma was not only a sign of quality, but also the key to
the magical world of coffee, having the power to awaken the spirit.After
more than 120 years, we at Jacobs still believe in this dream and offer our
consumers the Magic of Alintaroma every day.
DESCRIPTION OF THE NEW PRODUCT
• Jacobs reveals to each of us the infinite realm of possibilities. The Jacobs Magic
Alintaroma has the special power to soothe your soul. To make every moment bigger, more
important, brighter.Discover the variety of Jacobs aluminum capsule coffee products,
compatible with your Nespresso® device *. Aluminum capsules allow better preservation
of flavor and guarantee the necessary pressure for a perfect extraction of the espresso -
for an intense taste experience and a dense and fine cream.
ESTABLISHING THE LAUNCH PERIOD
• Available in 3 assortments, and will expand with a much larger range in the next
period, Jacobs Capsule offers a special taste through the 3 valid types: Espresso
Intens, Espresso Classic and Cafe Au Lait.
THE TERRITORIAL AREA IN WHICH THE PRODUCTS WILL BE
LAUNCHED
• Jacobs coffee, as well as the new Jacobs Capsule coffee assortments, we find them in
the shops specialized in coffee distribution as well as at the stalls in the market.
However, we can find them in markets, supermarkets and hypermarkets.The new
Jacobs coffee varieties have been promoted the most in the cash & carry chains. Thus,
if cash & carry retailers remain in first place, with a slight increase in the first eight
months of 2020, hypermarkets had a significant increase compared to the first eight
months of 2019.
MARKET PREPARATION
In order for the impact
• . on the market to be a real success, the music, the
message, the image of an advertisement, made especially through a video, are
carefully worked, with message and strong effect, to determine the buyer not to
choose coffee other than Jacobs, in special Jacobs Capsule.Being a strong
market campaign, selling throughout Europe and the Middle East, being the
market leader in Romania, Austria, Germany, Poland, Lithuania, Latvia and
Ukraine, it uses all existing means to promote new products sold through TV
commercials, countless campaigns, with attractive offers for coffee lovers
SALES FORCE TRAINING
• Created from the best varieties of coffee beans, Jacobs coffee is produced in
Germany and packaged in factories with high-performance equipment in other
countries, including Ukraine, Russia, etc. Jacobs international brand coffee has
a reputation for high quality coffee and a unique taste (obtained by combining
different varieties of coffee beans).
THE ACTUAL LAUNCH OF THE PRODUCT
• The target audience consists largely of final consumers, but for the
product to be available on the shelf, producers or importers have to
give certain advantages to distributors. For end consumers, the
message is predominantly emotional, based on the association of
images with moments and feelings present in everyone's life or on the
conditions that occur after drinking coffee.The actual launch of the
new products offered by Jacobs took place in November 2020, because
winter is the season for hot drinks, especially coffee and the best
choice for a coffee is Jacobs Capsule.
THANK YOU FOR YOUR ATTENTION!
