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Business 104...

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California State University – Introduction to Business

Vinicius Pimentel Martins – 108412874

BUS 104 – Chapter 18: Keurig’s Kelly Bets Big on Soda Maker

Professor Sean M Keyani 11/24/2015

1. Briefly describe the primary features - and their respective benefits - of the Kold machine. That is the first machine that provides cold beverage from the company what brings comfort and pleasure for the user. Coca-Cola is making his brand available for the machine, Coke or another carbonated drink being sold for just 1 dollar is something very interesting for the costumers. Another feature is that the machine uses single serve pods to make 8-ounce glass of the desired drink. 2. What consumer trends or other factors in the external marketing environment would seem to support the potential success of the Kold? Which of these factors may contribute to its lack of success? The alliance with Coca-Cola which is making its products available for the machine is certainly a positive point for the success. However, some analysts of competitors are criticizing the machine saying that it is very expensive and clunky for most people’s liking. Moreover, the competition in the Soda market is considered a tough battle for Keurig and the pods are more expensive than the cans sold in the market. Another point is the time, 90 seconds to make the cold beverage is more than just opening instantly a can. Those things are really delaying the company’s progress but with the right campaign and successful marketing they can achieve their goals and gain the market, mainly because their machines have quality, and quality is one of the most important CTQs. Thus, as a great point of the Kold, the technology, that makes the drinks better when they get out of the machine than compared to the Soda ones. And the range of brands used.

3. Provide at least three reasons why Keurig would be motivated to develop new products beyond its traditional coffee machine.

It is innovative, people like this type of commodity and the potential market is huge compared to the volume of sales of beverages nowadays, so with the market is explored correctly and the drinks

linked

to

this

machine,

the

incomes

can

be

stratospheric.

4. Describe at least two consumer profiles that you believe would be most likely to adopt the Kold. For each, suggest at least one marketing strategy that Keurig could implement to promote adoption. Lovers of carbonated drinks, like lovers of coffee and young people who sees beverages as something to celebrate a moment. To promote the product, Keurig could represent people having joy of just pushing the button and having their best beverage cold instantly....