may be used as exotic desert coffees or as substitutes for alcoholic beverages in certain social situations.
Psychological factors best describe the needs and wants which will be satisfied by Javanese Amaretto and Javanese Anisette. Underlying desires for coffee will be satisfied, as will underlying desires for a social beverage. On a higher level, however, the psychological need for something unique and exotic will be satisfied by Javanese Amaretto and Javanese Anisette. The products will permit consumers to both (1) satisfy their own desires for something out of the ordinary and (2) demonstrate to their guests that, as hosts or hostesses, they are a cut above the common herd. They are thus, products which in the minds of the users at least, will contribute to the creation of a status image.
Javanese Amaretto and Javanese Anisette will have competition from two major American product lines International Coffees and Hills Brothers Desert Coffees. Each of these competing product lines offers a greater variety in flavors than will the Javanese line at its introduction. Over time however, the Javanese line will be expanded. Javanese Amaretto and Javanese Anisette will have two marketing advantages over the competing product lines. First, Javanese Amaretto and Javanese Anisette will begin with a base of premium Javanese coffee. The two competing product lines begin with a base of run of the mill coffees. Second, Javanese Amaretto and Javanese Anisette will carry the glamour label of "import," which in contemporary American society is viewed as an indication of both quality, and status.
There exist many functional substitutes for Javanese Amaretto and Javanese Anisette, if all one seeks is instant coffee. Functional substitutes are also available in
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