HR assignment essay on: Marketing of Jura Elektroapparate AG

INTRODUCTIONJura Elektroapparate AG is a Swiss company which is a distributor of home appliances. The company was started by Leo Henzirohs in 1931. Jura is the world leader in the premium and the luxury segments of fully automatic coffee machines for home and also commercial use. Jura is well known amongst people for the espresso machines that it makes. These machines are fully automatic and give a new coffee experience all together. The production of the coffee machines in particular began in the year 1980. Earlier it used to rum its own factory and outsourced production to the companies outside. Nowadays Jura is using the production of the coffee machine as the main highlight and increase its sales. They focus mainly on the design of the machine and Jura is known for making expensive machines. They do not produce low budget machines. Jura was also known for other home appliances that it produced. It produced many other appliances like clothes iron. Jura has now however stopped distributing such appliances and has limited the sale only to the home country where people are able to buy only limited supplies of the irons, toaster in a retro style. The brand ambassador of Jura is the famous Roger Federer.

Target Market Profile

Jura has been targeting the commercial establishments and businesses like the coffee shops, retailers of coffee, mid-size restaurants, offices, showrooms and bars. The company also concentrates on people of the upper class in the business to consumer segment. They concentrate on the people who have the profiles like opinion leaders, officials of high rank, and other local executives. The company basically concentrates on coffee lovers and those who are involved in a business which is related to making and serving coffee. The company makes luxurious products and thus the targeted customers will be those who can afford to buy the product.Description of the Target Market decision making process

Jura makes appliances that are used for domestic purpose as well as commercial. It makes products that are very good in quality and that offer coffee that is made out of beans that have collected from all over the world. The high specialty coffee of Arabica is also included in it. These coffee beans are used to make coffee in the automated coffee machines where one is required to press the button of the coffee that one wants and it is ready. These machines are quite expensive and thus these can be bought by only large business enterprises or those who run a business out of it. People might also buy for domestic purpose but then these people will be those who come from a high profile and who would not compromise with anything else but the best coffee of the world. Hence it was obvious that the target market will be people who are not looking for low budget machines. It is targeting the people who are interested in gourmet coffee and those who have a lot of knowledge about the different kinds of coffee that is available in the market and the different flavors that can be used to add value to the specialty coffee.

Social influences in buying behavior

Coffee has been loved by the people and it has been recognized and one of the famous beverages. There are various café shops and restaurants that offer coffee. In the history coffee was used by the people to keep them awake so that they could do their work even late night. They were quite convinced with the fact that coffee kept them awake and kept them refreshed. The consumption of coffee was becoming popular due the lovely aroma that attracted the people. Now, coffee is an integral part of the variety of beverages that is offered. Coffee is also attractive because it helps people in relaxing their senses and it is a kind of energy boost. Thus the culture is very much in favor of coffee. There are a lot of people who start their day with coffee in almost all parts of the world which requires instant coffee with the same aroma and the same quality. Jura helps in making drinking coffee a better experience as it provided you with the kind of coffee one wants to drink in seconds and the taste is not less than perfect. It helps the small size restaurants to provide coffees to large number of people at the same time. Café Coffee Day and other outlets like barista have depicted themselves as a place where one can hang out with their friends and talk or work. The tag line of Café Coffee Day, “a lot can happen over coffee” is quite catchy and thus people especially youngsters often tend to spend their time in café bars. Often people of the business class also visit such café’s where they can discuss things related to work and also have coffee that can relax their mind and refresh them so that they can concentrate more on their work. It has become a necessity for the coffee shop owners to have a good coffee machine so that they are able to meet the demand and at the same maintain the quality of the drink. They also have to keep the culture in mind where people do not have time to wait for their coffee or to stand in long queues to wait for their turn for coffee. Thus the machines produced by Jura are perfect and meet the requirements and hence the end customer is satisfied.Psychological Influences in Buying Behavior

Jura makes automated machine that makes coffee of the highest quality using the highest quality of coffee. Thus the people have this in mind that if they are drinking coffee which has come out of the Jura coffee machine then it will be a good experience. They also think that now that they drink coffee that is made in the Jura Coffee machine then they fall in the class that drinks high quality coffee and thus they will be able to show off. The people are motivated to drink the coffee out of such machines or maybe they are happy and satisfied when they drink coffee that comes out of this expensive machine from their offices. It makes them feel that they are included in the section of the high profile people. Moreover the scintillating aroma is sufficient enough to attract the senses of the people. The coffee machine is endorsed by the famous lawn tennis player and thus the people will follow what their role model is doing. The advertisement that features him piling coffees and thus playing tennis by making the fields covering with different flavors of coffee makes the people long to have the coffee that looks so creamy and luscious. Jura was also known for other home appliances that it produced. It produced many other appliances like clothes iron. Jura has now however stopped distributing such appliances and has limited the sale only to the home country where people are able to buy only limited supplies of the irons, toaster in a retro style. Thus the people already trust on this brand. The attitude of the people is also in the favor of the taste that has been produced and the likeliness that the people have for coffee. Moreover it saves a lot of time keeping the quality intact.Conclusion

Coffee has been loved by the people and it has been recognized and one of the famous beverages. There are various café shops and restaurants that offer coffee. In the history coffee was used by the people to keep them awake so that they could do their work even late night. They were quite convinced with the fact that coffee kept them awake and kept them refreshed. The consumption of coffee was becoming popular due the lovely aroma that attracted the people. Now, coffee is an integral part of the variety of beverages that is offered. Coffee is also attractive because it helps people in relaxing their senses and it is a kind of energy boost. Jura is the world leader in the premium and the luxury segments of fully automatic coffee machines for home and also commercial use. Jura is well known amongst people for the espresso machines that it makes. These machines are fully automatic and give a new coffee experience all together. Jura makes automated machine that makes coffee of the highest quality using the highest quality of coffee. Thus the people have this in mind that if they are drinking coffee which has come out of the Jura coffee machine then it will be a good experience. They also think that now that they drink coffee that is made in the Jura Coffee machine then they fall in the class that drinks high quality coffee and thus they will be able to show off.Questionnaire

Respondent number one: Mr. Jacob

• Gender: Male
• Age: 23 years
• Ethnicity: Black, white, Colored, Indian or Asian: White
• How would you describe your economic status:

           Poor

           Below average

           Average

ü  Above Average

Affluent

• Have you had coffee that is made out of the Jura Coffee Machine: Yes
• How did you find? It was very tasty. The aroma was out of the world. It was a very good experience.
• Would you like to own the coffee machine? If yes why?

Yes, I would like to own a Jura Coffee Machine so that I can have the kind of coffee I want within minutes. I will definitely go for one.

• What do you think about the Brand?

Jura is a famous brand and the coffee is very unique and the taste is almost unforgettable and thus I carve for the coffee of Jura and trust me this craving cannot be satisfied by any other brand.

• Which café do you prefer normally?

I prefer going to café where I can get coffee from the Jura machine.

• Do you think everyone would go for this brand?

I am sure about everyone but I am definitely a Jura fan as the taste is worth the money.

Respondent 2: Mr. Leon

• Gender: Male
• Age: 32 years
• Ethnicity: Black, white, Colored, Indian or Asian: Black
• How would you describe your economic status:

           Poor

ü  Below average

           Average

Above Average

Affluent

• Have you had coffee that is made out of the Jura Coffee Machine: No, heard of it but never had the chance to have it.
• How did you find? Well, never had it, but I think it would definitely be very tasty.
• Would you like to own the coffee machine? If yes why?

Yes, I would like to own a Jura Coffee Machine but I think it is quite expensive so I would rather make coffee at home and not dream!

• What do you think about the Brand?

Jura is a famous brand and I think that it is for the high profile people.

• Which café do you prefer normally?

I prefer homemade coffee.

• Do you think everyone would go for this brand?

Yes, whoever can afford should definitely buy this one. I think it would definitely be a priced possession.

Respondent 3: Miss Carol

• Gender: Female
• Age: 25 years
• Ethnicity: Black, white, Colored, Indian or Asian: White
• How would you describe your economic status:

           Poor

           Below average

           Average

ü  Above Average

Affluent

• Have you had coffee that is made out of the Jura Coffee Machine: Yes
• How did you find? It is very tasty and I have it every day atleast 3 -4 times.
• Would you like to own the coffee machine? If yes why?

No, there is one in the office and I don’t need to buy the machine.

• What do you think about the Brand?

Jura makes automated machine that makes coffee of the highest quality using the highest quality of coffee. I am addicted to it.

• Which café do you prefer normally?

My office cafeteria where I have the Jura coffee machine

• Do you think everyone would go for this brand?

Yes. All they have to do is to have a sip of the amazing coffee once and they will not be able to betray it.

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