Keurig Kold Case Study

The marketing mix factor that I believe contributed heavily to the downfall of the Keurig Kold was the product itself. A unique aspect of the Keurig Kold is its ability to chill drinks beforehand so that they come out cold, however, according to this article, http://www.businessinsider.com/keurig-kold-reviews-are-brutal-2015-10, that alone was not able to balance out the many flaws of this product. The first thing many consumers noticed about the product is its massive size, weighing around 23 pounds, which means that in order to accommodate the large machine, you would need a lot of counter space. Compared to SodaStream’s slim design, the Keurig Kold seem inferior in this sense. Furthermore, consumers expected a quick and easy way to create
carbonated drinks at home, but, the Kold can take up to two hours after being plugged in to become appropriately cool. During this process, it also hums very loudly. Afterwards, it can take upwards of five hours to cool down, so it must be plugged in the entire time.

If Keurig were to release another product similar they could push their public relations further. Keurig is already a well-established company with many loyal consumers, they could listen to their opinions on what they want from a home carbonation machine in order to implement new features or remove unnecessary ones. In Module 4 – Marketing, Mountain Dew’s “Dewmocracy” campaign was mentioned. This campaign gave the consumers a chance to create flavors that they would like to have, and this allowed the company to incorporate consumer opinions in a creative way. Keurig could also attempt something similar with the flavor of their pods. How could Keurig connect more with their customers in order to find out more about what they would like to see from a similar product?