Download - Keurig presentation
single
cup coffee&
brewers
• Peter Dragone, John Sylvan, 1990
• Keurig = Dutch for Excellence
• Fresh Coffee – every time
• Bought by Green Mountain Coffee Roasters Inc. in 2006
COMPANYthe
• Single-cup brewing system of gourmet coffee, under 1 minute
• Many models (household & commercial use)
PRODUCTthe
Teas, Coffees,
Hot Chocolate
K-CUP SYSTEMthe
Over 200 varieties
VUE V700 theNew Product Affluent Market
“Brew Stronger. Brew Bigger. Brew Hotter.”
PRODUCTthelife cycle
• Target Market and Segmentation– 54% Americans drink coffee– Middle to Upper Class– Home User vs. Office User
• Customer Suggestions– Bigger Cup Size– Environmentally Friendly– More varieties
CUSTOMER the
• Customer Concerns– Durable Goods– 1-year Warranty– Defective Quality– Replacement Brewer– Lose Consumer Confidence
• Recommendation– Better quality brewer
CUSTOMER the
KEURIG
COMPETITION the
VS
• Single cup / day drinkers vs. multiple cup / day
• Surveys given to participants who have experienced the B100 (original Keurig Coffee Brewer)
• Modern price increase is reflected upon inflation, competition, and increased consumption
PRICEthe
• Historically sold only through KADs (Keurig Authorized Dealers)
• Expanded to online retailers for the K-Cup
• Outsourced K-Cup and Brewer to national and local retailers
• OCS (Office Coffee Service) remains with KADs
PLACEthe
PROMOTIONthe
STRENGTHS- “Technology Company in the
Coffee Industry” - Reputation
- Ethics, Social and Environmental responsibility
- Customer Service- Accessible Webpage
WEAKNESSES
- Product Quality
OPPORTUNITIES
-Affluent Market-Hotel Partnerships
THREATS
- Starbucks Verrismo- Espresso Market
brewingexcellenceone cup
at a time
KEURIG Thank you!