Rationalizating a portfolio of coffee brands within diversified food group.
Colcafé specializes in the commercialization of coffee. It competes with six brands in the roasted and ground coffee categories, soluble coffee, in powder, granulated and presentations, and coffee blends. Colcafé decided to carry out an analysis to understand the potential of each brand and optimize its role in the portfolio.
Marqas recommended concentrating efforts on only four of the brands and defining a specific positioning for each. We recommended to extend Matiz to a premium segment interested in the gourmet market and turn Colcafé into an umbrella brand to be extended to other food categories, such as cookies or ice cream. It was also recommended to keep La Bastilla, as a flanker brand and the cheapest option in the market, and Red Seal, as a good quality coffee at an affordable price.