Audience: Women of age 25- 45 with an average and high income, instant coffee consumers. Their distinctive feature is that they are perfectionists they aspire to choose the best in all the spheres of their lives. Coffee is a part of their everyday life it helps them energize for the whole day. They love coffee but they are not connoisseurs of it and they are not willing to learn the new information about coffee. To them the fresh coffee made in a caf or in a coffee machine is a gold standard of good coffee they appreciate its flavor and aroma but they can not afford drinking it every days because of its high price and lack of a coffee machine in the office so they prefer instant coffee that is easy to make. Overall, they are happy with their instant coffee but they are ready to try drinking the best instant coffee.  

Objectives: The main goal is influencing the stagnation and the growth of market share and intention of purchase shot term, taking into consideration the competitors promo pressure. As the main barrier of the growth was the consumers attitude to the brand: their lack of knowledge and understanding of the benefits of Jacobs Millicano, we had to quickly change the attitude of the consumers towards the brand by solving image tasks: to increase the brands premium perception and the quality of the product without using the promo techniques the competitors were using.  

Type: B2C

Language: English, Russian