Principles of Marketing CONFIDENTIAL September 2021 Final Examination SECTION A (40 MARKS) There are FOUR (4) questions in this section. Answer ALL questions based on Article 1. Article 1 Wacaco's new Picopresso will delight specialty coffee lovers Boulder Colorado, June 15, 2021 (GLOBE NEWSWIRE) -- HONG KONG, June, 15th, 2021- Worldwide leader in portable espresso makers, Wacaco Company Lid, is bringing their most compact and pro-oriented portable espresso machine to market. The Picopresso is a high-end manual espresso machine based on Wacaco's patented and groundbreaking piston-driven espresso machine technology, as seen in the Picopresso's predecessors the Nanopresso (released in 2017) and Minipresso (released in 2014). The original Minipresso was the first of its kind and redefined the category of hand-held portable espresso makers. picopresso 10CM HEIGHT 52MM BASKET ECO-CONSCIOUS RUGGED LUXURY WACACO 2 YEARS WARRANTY From that heritage and know-how Wacaco has developed a product that marries the convenience and versatility of an espresso maker that fits in the palm of your hand with the design and capabilities of a high-end cafe quality machine. This specialty coffee machine features a naked portafilter, so users will see delicious creamy espresso flowing directly from a standard 52mm 18- gram stainless steel filter basket during the brewing process. With the Picopresso there are no shortcuts. Each home brewer must master the art of manual espresso making by dialing in the correct grind size, tamping, and perfecting pulling technique - their reward; an authentic cafe- quality espresso that will rival any expensive high-end machine. "The world of manual home espresso enthusiasts is growing, and Wacaco is positioned to be at the forefront of this movement," says Hugo Cailleton (co-founder). "Our machines have enabled millions of our customers to adventure and brew remotely in some amazing locations." This new brewer is an assembly of quality; dedicated to elevating and extracting the essence of each coffee bean in flavor and character. With the Picopresso home baristas will have the opportunity to master both the artful and scientific aspects required by the "ritual" of espresso making.Principles of Marketing (BARB 1013) CONFIDENTIAL September 2021 Final Examination The Picopresso is set to retail at $129.90 USD (RM540.90) and will be offered at a discount of $99.90 USD (RM416) during the launching period of June 15th - 31st, 2021 via https://www.wacaco.com/pages/picopress. nanopresso WACACO' Minipresso Nanopresso Picopresso Parameters of Comparison (Released 2014) (Released 2017) (Released 2021) Height 7.5 cm 5.5 cm 10.5 cm Weight 360 g. 336 g. 350 g Water Reservoir capacity 70 ml. 80 ml 18 ml Maximum pressure 8 bars. 18 bars. 18 bars The Minipresso GR is not The Nanopresso is compatible with Not compatible with Compatible with capsules compatible with capsules, but NS capsules. capsules the Minipresso NS version is. Black, larva red, moss green, artic blue, chill white, spring run, summer session, fall break and winter ride. Colors Black Limited edition: Orange Tattoo Black lements Arctic Blue, Nanopresso Pixie, Jungle Series, Journey Series Winter Ride Source: https://www.globenewswire.com/frews-release/2021/06/15/2247246/0/en/Wacaco-s-new- Picopresso-will-delight-specialty-coffee-lovers.html https://www.lazada.com.my https://www.shopee.com.my 44. Picopresso will be facing competition from these two brands (shown in Figure 1) available in Malaysian market namely; Essenza Mini Coffee Machines (RM599), and Seven & Me Coffee Maker (RM480). NESPRESSO 7 SEVEN . ME essenza mini MOKA COFFEE MAKER GREEN 2 FREE x Bock Copaan Haloor Figure 1 a. Suggest ONE (1) local spokesperson for Picopresso. Why would you choose this person? (4 Marks) b. Recommend THREE (3) winning value propositions to Picopresso. (6 marks)