Rombouts Coffee

Situation

1. A strong consumer franchise created through the unique one cup filter product in niche sectors of the catering market, especially pubs and hairdressers.

2. Major retail outlets had refused to stock another brand of ground coffee in the favoured format, an 8oz brick pack.

Objective:

To significantly increase sales:

1. broaden the customer base in the food service sector

2. overcome the objections from the retail trade to stocking the brand, within limited marketing budgets.

Action

Retail

• Created a unique consumer concept: a “Variety Pack” with 6 different flavours of one cup filters – “ideal for entertaining and dinner parties, everyone can have their favourite”.

• Developed a description of the flavours and a unique coding system to indicate strength of coffee. Promoted this on the packaging, instore leaflets, promotions through the food service sector and via a highly targeted consumer direct mail campaign.

Food Services

• Developed a Rombouts branded package of products including biscuits, milk and sugar adding consumer value and increasing margins for the food service trade.

• Developed a “coffee menu” with details of the different blends creating consumer interest through the proposition of the “Rombouts experience”.

• Created consumer promotions for the food service outlets increasing overall sales of coffee.

Results

Retail

Distribution was achieved in all of the major super market groups for the one cup filter and based upon this success within 12 months for the “brick pack” of filter coffee.

A creative solution which outflanked the major coffee companies and led to the successful launch of the brand with limited marketing expenditure.

Food Service

Distribution was secured with all of the motor way service groups, major pub chains and customer restaurants within major retailers e.g. Littlewoods, BHS. Consumer promotions increased sales and sustained distribution over the long term.