MKTG 396v8 Assignment 1 MKTG 396 Date: March 4, 2019 1
MKTG 396v8 Answer 1: The two competing brands I have selected for this assignment is Canadian owned and operated coffee chains: Bridgehead and Second Cup. Both companies sell ethically sourced coffee to their consumer, however it is important to note the history behind the two companies to understand their value proposition. In brief, Bridgehead was formed by a group of social activists who were concerned with small- scale coffee farmers in Nicaragua during the US trade embargo in 1981. It was acquired by Shared Interest, a fair-trade financial cooperative based in the UK and later bought by an Ottawa based businesswoman named Tracy Clark (Bridgehead, 2019). Second Cup started in specialty coffee by two Canadian businessmen, Tom Culligan and Frank O'Dea, in 1975 (Second Cup, 2019). Bridgehead’s value proposition to its consumer centers on the societal marketing concept. This marketing strategy delivers value to consumers in a way that maintains or improves both the consumer’s and society’s well-being. It calls for sustainable marketing which is a socially and environmentally responsible strategy that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. Bridgehead’s website states – We’re your neighborhood hub, your creativity incubator, your motivation to leave the warm comfort of your bed in the morning. We work with small- scale farmers to bring you exceptional coffees. Find your next favorite brew here or get directions to our closest coffeehouse. In short, Bridgehead’s value proposition is: - Motivational space, brings together creative people - Welcoming ambience - Ethically sourced coffee - Involved in Fair trade and fair wages - Supports small -scale farmers 2
MKTG 396v8 Second Cups value proposition to its consumer centers on the marketing concept. The achieving company goals depends on knowing the needs and wants of the target market and delivering the desired satisfactions better than competitors do. Under the marketing concept, consumer focus and value are the paths to sales and profits. Instead of a product-centered make-and-sell philosophy, the marketing concept is a customer-centered sense-and-respond philosophy. The job is not to find the right consumer for your product but to find the right products for your consumers. On their website, Second Cup states – Clean. Green. Beans. Coffee tastes better when you know where it comes from. We care about how our coffee is grown and that farmers are paid fairly for their work. And we care about the planet. After all, we want to make sure there’s plenty of coffee for future generations to enjoy. The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features. Under this concept, marketing strategy focuses on making continual product improvements.
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- Spring '15
- Marketing, Second Cup, Bridgehead Coffee