Lifelong Learning Programme

This project has been funded with support from the European Commission.
This web site reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Information and Contacts

Latest News

Events

This section of the IWBLabs portal provides administrative information for the project contractual partners and for the European Commission and it is password protected.

Video Lessons

A collection of video-lessons with successful entrepreneurs ad companies’ manager in the field of agribusiness. These videos will support VET students’ motivation as they aim to underline the consistency between their educational pathway and the needs of the labour market.

Matching the best quality of the coffee with an effective marketing campaign

Thematic area
Marketing of agribusiness local products and of the territory
Name of the entrepreneur
Álvaro Marco
Name of the Company
Cafés Orús
Economical Sector
Cofee
Country
Spain
Main Contents of the Video Lesson
Álvaro Marco explains the difficulties of working with coffee. It is a product which requires close attention since it is already green. In cafés Orús the quality is the factor that they especially care. Before coffee arrives to the company, it has been passed for three different quality controls. And this is only the beginning of the whole process that they control, because at the moment that they process, roast, package and make into a product, it constantly depends on a temperature and humidity control, packaging...
Regarding to marketing Cafés Orús take into account tree factors: the quality of the product, trying to match the best raw materials with the sensation of tasting the product; secondly, they take a lot of care of direct marketing, training the barman that are going to serve the coffee; moreover, Álvaro explains the matter of social network to be in direct touch with clients and knowing their preferences.
For launching a campaign, Álvaro claims that the company should have a clear objective, which is you would want to address your campaign, what do you want to say and being effective and convinced. Because a campaign is proved by its results.

Learning Object
6 (Doc)

Knowledge
Description Level
Quality monitoring of caffee during the whole process for getting the best product Level 5
Marketing of coffee and different products related with it Level 6
Social network develop Level 5


Skills
Description Level
Processed of coffee Level 6
Marketing and sales on their area Level 6
International relationships Level 5


Competences
Description Level
International relationships Level 6
Maintenance procecedure of coffee during the whole process Level 4
Marketing and sales at a national level Level 6
Keeping contac with clients through social networks. Level 5

Follow us

This project has been funded with support from the European Commission. This web site reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.