Marketing & Promotions

Marketing

Marketing has been seen as an effective tool for the successful sales of a product. It is for this reason that Coffee Industry Corporation has embarked on a new direction to establish a marketing drive to sell Papua New Guinea coffee to potential new buyers and at the same time secure our traditional buyers.

The Marketing function of the industry is responsible for providing guidance and direction by developing marketing strategies that will successfully sell PNG coffee, both locally and on the international stage.

The important issue is twofold; promote PNG coffee and maximize financial returns for the rural farmers who are the major producers of coffee in the country and to ensure customer and consumer satisfaction. Marketing strategies are hereby implemented to achieve this.

Promotion

The Promotion aspect is responsible for the image management of PNG coffee to both local and international clients to ensure PNG coffee is at the top position as a premium quality coffee.

The section is mandated to do the following:

• Operationalize marketing strategies
• Improve efficiency of promotion by ensuring a high ratio of outputs to inputs
• Improve the original image of PNG
• Improve corporate image of the CIC itself
• Effective and timely promotion of coffee locally and internationally
• Increase demand for PNG coffee in consuming countries,
• Increase demand for PNG coffee consumption domestically.
• Display the profile of CIC and make available coffee knowledge to a wider audience both internally and externally
• Actively become a link through which other programs and aspects of PNG coffee can be accessed.

The offices of Marketing and Public Relations with the assistance of the Scientific Liaison section of the R&GSD are responsible for coordination of marketing and promotions for CIC.

 

Updated: July 15, 2011