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Juan Valdez: Innovation in Caffeination Case Solution & Answer

Companies contractors are trying to revive the famous brand Juan Valdez of Colombia in the age of Starbucks, the coffee chain and coffee companies to carry. In the 1970s and ’80s, the iconic “Juan Valdez” ingredient brand was the most recognized in the world of coffee. Successful advertising based on that character has collected premiums Colombia price of the coffee industry in international markets, particularly in the United States. Through the 2000s, the coffee sector in Colombia has been abused and brand power decreases as coffee chains like Starbucks profits increasingly caught in the chain. Value In response, National Federation of Coffee Growers of Colombia developed a brand of semi-independent arm Profit – Procafecol – to rebuild the brand Juan Valdez Procafecol launches first Juan Valdez cafes and coffee packaging line. Colombian coffee in competition with many of its traditional customers. This case examines the successes and failures of the first five years of the new strategy, encouraging discussion of what is necessary to make policy changes Procafecol innovation.
by
Michael I. Norton,
Jeremy Dann
Source: Harvard Business School
24 pages.
Date Posted: February 22, 2013. Prod #: 513090-PDF-ENG
Juan Valdez: Innovation in solving cases Caffeination

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