Back in 1934, Malongo coffees came into being in a small roasting shop in the heart of Nice.
After the Second World War, the brand was launched on the radio.In 1980, the first cafés were opened in Cannes and Nice.
In 1992, Jean-Pierre Blanc, the general manager of Malongo met Father Van de Hoff in Mexico and this meeting with the founder of Fair Trade led Malongo to protect the farmers in the Third world. In 1995, a competition to find the best Young Coffee Professional was launched. This demonstrated Malongo's will to develop training programs on the subject of coffee in hotel schools.
A year later, the brand was taken on by major distribution outlets. This progression coincided with the creation of the 123Spresso concept and the creation of an export department.
- Fair trade
Max Havelaar, the Fair trade association to which Malongo belongs is an answer to the issues of exploitation, child labor, and poverty.
It provides:
•Fair wages for the workers
•Greater respect for the environment
•Safe working conditions
•Preservation of cultural values
The mission of Max Havelaar is to guarantee a better deal towards Third World Production. It contributes to sustainable development by offering better trading conditions and securing the rights of marginalized producers and workers, especially in the South. It aims to help producers in developing countries. Fair trade is an organized social movement and market-based approach.
[...] They are almost the only one of the kind roasters in France that markets coffees in all channels of distribution. iii. Types of retailers : off and online Malongo has selective distribution channels. It has 4 types of retailers which own retail shops including Malongo cafes off-line, on- line, supermarkets such as Carrefour, Monoprix, and Casino, convenience stores such as Marche plus, Petit Casino, and internet shops such as supermarket's sites, Amazon, and coffee specialty sites such as club café gourmet. [...]
[...] Promotion Policy i. Selected Media for advertising Malongo uses several ways to advertise their products: Television, posters, Sponsorship, and Exhibitions Television: Malongo tries to compete with Nespresso and Tassimo using TV advertising. They have used the humor element in the latest advertising campaign. The brand presents its coffee machine espresso whose characteristic is its pump delivering at 16 bar pressure. The advertisements were broadcast on 23 November on TF1. Poster: They also use Billboards to promote the coffee machine of Malongo. [...]
[...] People can find the coffee in Casino, Carrefour, Inter-marché, and so on. However, they also do not have all products on their shelves. Some small shops do not even sell Malongo coffee. Therefore, consumers need to spend their time to find out what they want. Secondly, regarding the willingness to pay, the company also needs to find out how much consumers are willing to pay for the products. People who have more purchasing power will pay more for organic products. [...]
[...] PODs for the machine: The PODs are provided by the company and are the consumable goods for the above product. Coffees: There are different ranges of the product: “pure origins”, fair-trade, special coffees, and coffee beans. Teas: Different kind of flavors can be found in this category. iv. Analysis of the packaging Malongo diversifies the packages of its products to fit each customer's needs. There are three types of the packages which have an advantage and disadvantage as well. Protection Easy Retainin Friendly disposa g aroma use l Steel O O O Can Plastic O O O O Package Paper O O O Package The packages especially represent the value of Malongo: the fair trade and the nature-friendly aspect. [...]
[...] II. Product Policy i. Levels of Product Core: rest & relax. Actual: Features: good quality and taste, reputable brand, fashioned package, friendly use. Brand: Malongo (medium price, good quality taste, French life style). Quality: medium/ high range. Design: colorful and innovative. Augmented: quality guarantee and after-sales service ii. Analysis of the brand Logo and associations The logo says “Malongo” with red and white color. It is easy to remember the colors which look more modern and express passion. The associations are related to how customers remember the brand in their memories. [...]
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