Nescafe
Media Plan
2012-2013
Executive Summary
Kate Slanker
Neal Patten
Tony Sylvester
Nate Podboy
All claims with subtext numbers have sourcing listed at the end of the booklet.
Coffee has been a staple in the lives of millions for decades. But, the dynamic of the American consumer has changed. People are moving faster and staying in the corporate game longer. Consumers are rapidly evolving with changes, which makes them in constant demand for the best of the best. They want it their way, and they want it as fast as they can. To aid them in this lifestyle, the American consumer is turning to coffee in a big way. Beyond the at-home coffee pot that the typical family would share, they are turning to coffee chains to stay on the go and get their perfect taste.
That’s where Keurig steps in.
Keurig, capable of brewing a single cup of coffee in less than a minute1, has made big waves in the coffee industry. Owned by Green Mountain Brewery2, Keurig made its start in many office buildings as a way to keep employees within the building while attaining their caffeine fix. But the buzz of Keurig’s simplicity has it expanding to households everywhere. With over 200 different flavors3 among various brands, Keurig is slowly
fulfilling the American consumers’ need for high-end flavor by cutting out the middleman and becoming their own baristas. Due to Keurig’s single serve capabilities, everyone gets the exact flavor that they want without wasting an entire pot of coffee- all within a matter of minutes. With this in mind, we plan to use our media to push these ideas hard to display that Keurig is an asset in helping these fastpaced lifestyles run smoothly. We plan on starting our campaign in mid to late fall to prime our consumers for the holiday seasons. From there, we plan on hitting graduation as well as back to school times because we feel, apart from Christmas time, these will be our biggest consumer times. Our major media that we will be using are broadcast television,
2012-2013
Executive Summary
Kate Slanker
Neal Patten
Tony Sylvester
Nate Podboy
All claims with subtext numbers have sourcing listed at the end of the booklet.
Coffee has been a staple in the lives of millions for decades. But, the dynamic of the American consumer has changed. People are moving faster and staying in the corporate game longer. Consumers are rapidly evolving with changes, which makes them in constant demand for the best of the best. They want it their way, and they want it as fast as they can. To aid them in this lifestyle, the American consumer is turning to coffee in a big way. Beyond the at-home coffee pot that the typical family would share, they are turning to coffee chains to stay on the go and get their perfect taste.
That’s where Keurig steps in.
Keurig, capable of brewing a single cup of coffee in less than a minute1, has made big waves in the coffee industry. Owned by Green Mountain Brewery2, Keurig made its start in many office buildings as a way to keep employees within the building while attaining their caffeine fix. But the buzz of Keurig’s simplicity has it expanding to households everywhere. With over 200 different flavors3 among various brands, Keurig is slowly
fulfilling the American consumers’ need for high-end flavor by cutting out the middleman and becoming their own baristas. Due to Keurig’s single serve capabilities, everyone gets the exact flavor that they want without wasting an entire pot of coffee- all within a matter of minutes. With this in mind, we plan to use our media to push these ideas hard to display that Keurig is an asset in helping these fastpaced lifestyles run smoothly. We plan on starting our campaign in mid to late fall to prime our consumers for the holiday seasons. From there, we plan on hitting graduation as well as back to school times because we feel, apart from Christmas time, these will be our biggest consumer times. Our major media that we will be using are broadcast television,