ASSESSMENT – COFFEE MATE I / Description of the product Coffee-Mate is a non-dairy creamer launched by Nestlé in 1961. Coffee-Mate is available in powdered and liquid forms. Today there are more than 25 flavours. It can stay in the fridge 2 years but once it is open it should be consumed within 2 weeks. (Urban‚ S‚ 2011) Coffee-Mate contains dried glucose and vegetable fat. It can’t be legally considered a non-dairy product since it also contains milk derivatives. II / Should coffee-mate be mass marketed
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Marketing case 9: Coffee-Mate Thomas Tallberg E4 Kristian Sällström E4 Christian Westermark E4 1. What are the main benefits of Coffee-Mate and what is limiting its sales? The main benefits of Coffee-Mate are its ability to substitute for real milk or cream and it can be stored for a longer time. It is made of health promoting ingredients such as
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COFFEE-MATE appeared in 1961 as a non-diary creamer‚ which is a liquid intended to substitute milk or cream as an additive to coffee or other beverages. COFFEE-MATE soon established its position as America ’s most popular non-dairy creamer. This favored status was strengthened with the introduction in 1989 of NESTLÉ COFFEE-MATE liquid‚ which quickly became the number one non-dairy liquid creamer on the market. PRODUCT and CONSUMERS Coffee Mate is made up of dried glucose and vegetable fat and
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Marketing Strategy (CB683) CASE STUDY--------Coffee-Mate 2011 1. What are the main benefits of Coffee-Mate and what is limiting its sales? The benefits of Coffee-Mate for customers have been many. To begin with‚ it can be whitener instead of milk. If users do not get milk nearby‚ they can put Coffee-Mate into coffee‚ as the similar taste to milk or cream. Also‚ Coffee-Mate can sometimes brings benefits of relaxing and fun for loyal creamer
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activity/budgeting ✓ Social places (pubs‚ restaurants‚ etc.) ✓ Brand vs. own label ✓ Travelling ✓ Media (TV‚ radio‚ newspapers) ( ads ✓ Number of children at home ✓ Area where they live ✓ Level of consumption of Coffee-Mate and creamers ✓ Occupation 2. How do you evaluate the market segments originated by the application of the variables you referred in 1.? Which of the segments would target and why? Evaluation criteria (Principles of Marketing‚ Philip
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1. What are the main benefits of Coffee-Mate and what is limiting its sales? First of all‚ Coffee-Mate´s main benefit is its ability to replace cream or real milk. Furthermore‚ it can be stored for a much longer time than milk or cream making it a good substitute. People who cannot drink coffee without milk don’t need to carry around or look for milk since coffee mate will do the same job. In addition it is made of health promoting ingredients such as dried glucose and vegetable fat. However
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________________________________________ BRAND SEGMENTATION AND POSITIONING Espresso Coffee Machines ________________________________________ EXECUTIVE SUMMARY This report was commissioned to examine how customers make purchase decisions for espresso coffee machines‚ the factors affecting consumer behaviour‚ and to identify where the leading brands sit in the opinions of a small sample of the population. The research draws attention to the fact that at the end of financial year 2007
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Chapter 3 Statistical Summary This topic covers: The concept and measures of central tendency for ungrouped and grouped data. The concept and measures of dispersion for ungrouped and grouped data. Introduction When we look at a distribution of data‚ we should consider three characteristics: Shape (chapters 2 and 4) Center / Location (central tendency measurement) Spread (dispersion measurement) With these characteristics‚ we can numerically describe the main features of a data set
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Abstract: Yerba Mate is the legendary infusion from South America that is altering people away from their daily coffee fix. Mate which has caught the attention of health-conscious people‚ is turning to be considered as the nature’s most balanced stimulant‚ delivering both energy and nutrition. Grown in the subtropical rainforests of Argentina‚ Brazil and Paraguay‚ Yerba Mate has long been reversed as the "drink of the Gods". Introduction The Goddness of the Moon
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WRC1013-087 Ideal Mate When talking about the stereotypical perfect man‚ a woman’s first thought might be something along the lines of a tall-dark-and-handsome gentleman with enough money to support a family and her love of things that sparkle. And when a man is to describe the perfect woman‚ one would assume the first few traits would most likely have something to do with decent looks and the ability to cook like his mother. What constitutes the ideal mate obviously differs from person to person
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