keurig
Keurig: Managing a New Product Launch
By: Melissa Bockhold
Heather Coddington
Laura Duerstock
Ali Wampler
March 1, 2006
TABLE OF CONTENTS
I.
Introduction……………………………………………………………………3
II.
Assumptions…………………………………………………………………...4
III.
History………………………………………………………………………....5
IV.
SWOT Analysis
1. Two-Cup Approach……………………………………………………….6
2. One-Cup Approach………………………………………………………..7
V.
The Coffee Market
1. Market Analysis/Needs/Growth…………………………………………...8
2. Competition………………………………………………………………..9
VI.
Keurig Marketing Strategy
1. Target Market…………………………………………………………….11
2. Product
i.
K-Cups (or Keurig Cups)...…………………………………….14
ii.
B100 Brewer...…………………………………………………15
iii.
Product Life Cycle……………………………………………..16
3. Place
i.
K-Cups (or Keurig Cups)...…………………………………….16
ii.
B100 Brewer...…………………………………………………17
iii.
Market Segmentation…………………………………………..18
4. Promotion
i.
K-Cups (or Keurig Cups)...…………………………………….19
ii.
B100 Brewer...…………………………………………………19
5. Pricing
i.
K-Cup (or Keurig-Cup)……..………………………………….21
ii.
B100 Brewer...….……………………………………………...26
VII.
Problematic Issues and Alternatives…………………………………………36
VIII.
Conclusion…………………………………………………………………...38
IX.
Comments on Opposing Group’s Paper……………………………………..39
X.
Keurig Authorized Dealer Interview………………………………………...44
XI.
Works Cited………………………………………………………………….46
2
I. INTRODUCTION
Everyone has a morning ritual while getting ready for the day’s activities. Some people exercise. Some people shower. Some people help get their children ready for school. Some people watch the news or listen to traffic reports. Some people drink coffee. In fact, in 2001, 20 million Americans drank gourmet coffee on a daily basis
(Sherry).
Keurig, Inc. was founded on the idea that coffee lovers should be able to brew and enjoy one perfect cup of coffee at time. With the establishment of gourmet coffee
By: Melissa Bockhold
Heather Coddington
Laura Duerstock
Ali Wampler
March 1, 2006
TABLE OF CONTENTS
I.
Introduction……………………………………………………………………3
II.
Assumptions…………………………………………………………………...4
III.
History………………………………………………………………………....5
IV.
SWOT Analysis
1. Two-Cup Approach……………………………………………………….6
2. One-Cup Approach………………………………………………………..7
V.
The Coffee Market
1. Market Analysis/Needs/Growth…………………………………………...8
2. Competition………………………………………………………………..9
VI.
Keurig Marketing Strategy
1. Target Market…………………………………………………………….11
2. Product
i.
K-Cups (or Keurig Cups)...…………………………………….14
ii.
B100 Brewer...…………………………………………………15
iii.
Product Life Cycle……………………………………………..16
3. Place
i.
K-Cups (or Keurig Cups)...…………………………………….16
ii.
B100 Brewer...…………………………………………………17
iii.
Market Segmentation…………………………………………..18
4. Promotion
i.
K-Cups (or Keurig Cups)...…………………………………….19
ii.
B100 Brewer...…………………………………………………19
5. Pricing
i.
K-Cup (or Keurig-Cup)……..………………………………….21
ii.
B100 Brewer...….……………………………………………...26
VII.
Problematic Issues and Alternatives…………………………………………36
VIII.
Conclusion…………………………………………………………………...38
IX.
Comments on Opposing Group’s Paper……………………………………..39
X.
Keurig Authorized Dealer Interview………………………………………...44
XI.
Works Cited………………………………………………………………….46
2
I. INTRODUCTION
Everyone has a morning ritual while getting ready for the day’s activities. Some people exercise. Some people shower. Some people help get their children ready for school. Some people watch the news or listen to traffic reports. Some people drink coffee. In fact, in 2001, 20 million Americans drank gourmet coffee on a daily basis
(Sherry).
Keurig, Inc. was founded on the idea that coffee lovers should be able to brew and enjoy one perfect cup of coffee at time. With the establishment of gourmet coffee
Cited: Fundamentals of Corporate Finance. 6th Ed. Boston: McGraw-Hill Irwin, 2003. 24 Mar. 2002. 11. Starbucks. Phone inquiry. Circle Tower, Indianapolis, IN. 22, Feb. 2006. 12. Starbucks. Phone inquiry. Illinois Center, Chicago, IL. 22, Feb. 2006.