In order to occupy a favorable position in the coffee industry-how should coffee companies put new products into the market?

(1) determine the appropriate launch time

Coffee enterprises should choose the best time to launch new products, especially seasonal products without delay or delay. In the case that competitors will launch new products similar to those of enterprises, they can not only enter the market first to establish consumers' awareness and preference for brands, but also delay entry, so as to save advertising costs and understand the response of market demand; you can also choose to enter at the same time to share promotion costs and risks with competitors.

(3) choose the target market with potential

The target market refers to the specific customer groups that enterprises choose to serve mainly according to their own resource advantages on the basis of market segmentation. When choosing the target market, it is necessary to consider the potential of the market, the competitive situation, the coincidence between the resources of coffee enterprises and the market, and the return on investment of the market. To choose the target market is to choose good marketing opportunities to maximize market share. This requires coffee companies to determine the target customer group as soon as possible, understand the psychological needs of target customers, have a clear target, and strive for more customers with the least investment.

(2) choose a suitable location for investment

Generally speaking, large coffee enterprises can choose to launch new products of coffee enterprises in a larger region or region. when the market response is good, they can quickly push the new products of coffee enterprises to the national market or even foreign markets. on the other hand, small and medium-sized enterprises can choose to put into production and try out in some central cities, to gain a firm foothold, and then advance layer by layer to quickly occupy a larger market. At the same time, coffee enterprises can also choose to put their new products into the target markets with greater demand. For example, the Czech Republic in Eastern Europe and Harbin in China are countries and cities with large beer consumption. British "brand" beer chooses this way to enter these two target markets first.

(4) formulate a thorough marketing strategy

Marketing strategy is an organic combination of the four elements of marketing: product (Product), value (Price), distribution (Place) and promotion (Promotion), which should be adapted to time, place and person. For example, due to the different consumption levels, living environment and humanistic concepts of different countries, many multinational corporations in the listing price, positioning and packaging of new products will vary from country to country or region.

In short, there are many uncertainties that may affect the final outcome when new coffee products are introduced to the market. Therefore, when launching new products, enterprises must pay attention to the above four items, choose the right time, potential market, and appropriate investment location, and then make effective marketing strategies, so that they can better enter the market and seize new market share, so as to achieve better economic benefits.