Kraft Foods: Coffee Pods Launch
By: Zaib Shinwari
Kraft Foods
Coffee Pods Launch
Kraft Foods
Coffee Pods Launch
Table of contents
Page # 1. Executive summary 2. Current Market Situation Filip Grkovski..………………………………………... 2 3. SWOT Analysis Zaib Shinwari ..……………….………………………………….. 7 4. Issues Analysis Zaib Shinwari.……………………………………………..……….. 8 5. Marketing Objectives Filip Grkovski………………………………………………. 8 6. Proposed Marketing Strategy Filip Grkovski & Zaib Shinwari………………….. 9 7. Next Steps 8. Marketing Programs 9. Profit and Loss ( Financial Plans) from case 10. Marketing Budget Breakdown and Assumptions 11. Controls and Tracking Marketing Results 12. References
Current Market Situation
Canadians drink coffee every day and several times per day. The coffee industry is continuously increasing and still holds number one position in today’s market. Canada imports over 300 million pounds of coffee beans per year and has been rising by 3% every year for the last five years. Many studies indicate that about 65% of the Canadian population drinks coffee daily. Many companies responded on this demand by introducing self-serve coffee pods to make more profit and build easy reach to fresh coffee.
Consumer Profile …show more content…
The branding strategy for Kraft’s Maxwell House and Nabob Brand should reflect the consistent branding strategy already being implemented by the company. However, Kraft should use upscale packaging and back up the upscale high quality product that they have. An example of an upscale packaging concept by current market entrant is Melitta. The reason for my branding strategy focus on the packaging is due to the principle of first impression and mental association that a potential consumer will have especially Kraft’s target market. The target market for single serving pods is high-income individuals and families ($91,000) and well-educated
Kraft Foods
Coffee Pods Launch
Kraft Foods
Coffee Pods Launch
Table of contents
Page # 1. Executive summary 2. Current Market Situation Filip Grkovski..………………………………………... 2 3. SWOT Analysis Zaib Shinwari ..……………….………………………………….. 7 4. Issues Analysis Zaib Shinwari.……………………………………………..……….. 8 5. Marketing Objectives Filip Grkovski………………………………………………. 8 6. Proposed Marketing Strategy Filip Grkovski & Zaib Shinwari………………….. 9 7. Next Steps 8. Marketing Programs 9. Profit and Loss ( Financial Plans) from case 10. Marketing Budget Breakdown and Assumptions 11. Controls and Tracking Marketing Results 12. References
Current Market Situation
Canadians drink coffee every day and several times per day. The coffee industry is continuously increasing and still holds number one position in today’s market. Canada imports over 300 million pounds of coffee beans per year and has been rising by 3% every year for the last five years. Many studies indicate that about 65% of the Canadian population drinks coffee daily. Many companies responded on this demand by introducing self-serve coffee pods to make more profit and build easy reach to fresh coffee.
Consumer Profile …show more content…
The branding strategy for Kraft’s Maxwell House and Nabob Brand should reflect the consistent branding strategy already being implemented by the company. However, Kraft should use upscale packaging and back up the upscale high quality product that they have. An example of an upscale packaging concept by current market entrant is Melitta. The reason for my branding strategy focus on the packaging is due to the principle of first impression and mental association that a potential consumer will have especially Kraft’s target market. The target market for single serving pods is high-income individuals and families ($91,000) and well-educated