Commercial material

Brand Image and Positioning

For promotion of the new L'Or system, the focus would be in highlighting both the sustainability and the sophistication of the machine and capsules. 

Based on the brand analysis, the commercial material should also focus expressing a luxurious and sensory experience to the customer.

L'Or is positioned in the market as an upper-midrange brand, having premium roasts but not being the most exclusive coffee capsule brand. The preferred market strategy would be to remain in this niche. Regarding its promotional material, this translates in having luxurious and sophisticated images associated with L'Or, but limiting it as to not make it unrelatable and too further in a higher-end. The brand's positioning was also investigated through a competition analysis to compare it with other competitor strategies.

Value

To deliver value, L'Or first focuses on the production price of the machine and capsules. Apart from production prices, the added value to the customer by consuming the system has to be considered. For the brand, this comes from the indulgence and relaxation offered in a coffee cup. This positive associations create value both for the customer and the brand and strengthen their relationship. Therefore it becomes important to emphasize this added value when announcing the brand. 

Flyers

To have material in also a printed version that could be hand out, flyers were created with some information about the new machine of the brand. The usage of black and gold following the palette aims to express the sophistication of the brand. The informative also displays the coffee flavors available.

Packaging

A simple design for label and box was created to be presented as a mock-up for the product. The label was inspired by current L'Or boxes, with some changes in shape to differentiate it from other capsule types available.

Marketing Plan

For an effective commercialization strategy, a market plan outline was created:

2. Emphasize Capsule Sustainability

To position the product as environmentally friendly:

• Highlight the eco-friendly design of the pods that minimizes material usage.

• Showcase recyclability features.

• Provide information on how our company contributes to sustainability.

This would be done by displaying sustainability features on the flyers and on the poster.

4. Limited Time Promotions for Early Adopters

To encourage adoption from innovators as market entrance:

• Offer special discounts and bundled deals for the first customers.

• Provide exclusive perks for early adopters.

• Create a countdown and limited-time offer to drive immediate action.

This would be achieved by having special bundle offers at the machine launch including a number of capsules. This way future purchases could be encouraged.

5. Influencer Partnerships

To reach a broader audience:

• Identify influencers aligned with sustainability and lifestyle.

• Send them your product for reviews or collaborations.

• Encourage them to share their experiences on social media.

Influences across different social media platforms would have to be carefully selected for potential partnerships.

7. Loyalty Programs

To encourage brand loyalty:

• Implement a loyalty program rewarding customers for each purchase.

• Provide points for referrals, social media shares and reviews.

• Offer exclusive perks and discounts to loyal customers.

8. Measurements and Analysis

To make the plan adjustable according to market and customer response:

• Implement tracking mechanisms for each strategy, including social media analytics, sales data, and customer feedback.

• Regularly analyze the performance of each channel and adjust strategies accordingly.

This makes it possible for the brand to react promptly to the changes in demand and society trends, and makes the plan stay relevant in future times.