Drinkworks Home Bar By Keurig - Case Instructions V1 (1)

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Seneca College *

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710

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Marketing

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Feb 20, 2024

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BMK710 – Brand Strategy I and BMK711 – Brand Metrics I Drinkworks: Home Bar by Keurig REMINDER 1. This is a group case and, as such, it must reflect the work of the entire group. o It must read and be presented as an integrated piece of work. o It MUST not be a “cut and paste” job which simply assembles the individual work of group members. 2. This is a “ major ” assignment and, as such, is worth a significant share of your overall grade in BMK710. Please ensure that the quality of the work reflects the overall importance that this assignment has for your overall performance in the course. 3. A completed “Group Project Peer Assessment” is an integral part of the case submission. Failure to submit a properly and completely filled out peer review will result in a grade of “INC” for the entire group. o Ensure that both the Individual and Group Evaluations are submitted as per the required deadlines. o For clarity, a peer evaluation that rates every member of the team equally is not properly filled out. You are expected to provide an honest critique of the work of yourself and your team members. These instructions are in addition to those provided in the “Case Assignments – Overview & Instructions” document posted on Blackboard. THE MANDATE This case takes place in the summer of 2018 and your analysis, alternatives & recommendations must reflect the situation at that point in time. You are the Senior VP for Brand Marketing for Drinkworks, and your business decision deck must be written from that perspective. You are preparing a deck that will be presented to Nathanial Davis, CEO Drinkworks to get agreement on a number of key strategic decisions on the launch of Drinkworks: Home Bar by Keurig. Your primary focus for this case is to determine the appropriate market (what business are we in?), evaluate the internal and external situation, identify and clearly state “the” problem, make appropriate decisions on segmentation, targeting and positioning, including developing a positioning statement, decide on what type(s) of pods should be launched, and how the device and pods should be BMK710 – DR Page 1 24-Feb-8

BMK710 – Brand Strategy I and BMK711 – Brand Metrics I Drinkworks: Home Bar by Keurig priced. Your recommendation must solve the problem you identified and be justified by the criteria you will have determined and outlined. As you work on putting your business decision deck together, please note the following: 1. An executive summary is NOT required for this deck 2. While the case brings raises question on which distribution channels should be used to sell Drinkworks that is NOT TO BE DONE for this case. o You can assume that the pods will be sold in all channels that are legally allowed to sell alcohol products including liquor stores, supermarkets & mass merchandisers (where allowed by law) and e- commerce (where allowed by law) 3. No external research is required to complete this case nor is it allowed. 4. A template is provided to assist you with the required metrics calculations. 5. For the financial models, you should assume that the target market is 24 million people as determined below: o 120.5 million households in the U.S. o 59% of households consume alcohol every month o Addressable market is 71 million households (120.5 x 59%) o Use “young and old weekly drinker hosts” as a proxy for the size of the target audiences which is a share of 34% (21% and 13%) from exhibit i This clarification of the case metrics is NOT intended to imply a choice of segmentation base or target audiences. This is provided simply to ensure that all class members are using the same market size base for their calculations. 6. Every decision requires the identification of alternatives, the evaluation of those alternatives using appropriate close-ended criteria, a summary of the analysis for each alternative and a recommendation/decision. Some of these decisions will require a more thorough assessment than others but all of these require some level of evaluation. BMK710 – DR Page 2 24-Feb-8

BMK710 – Brand Strategy I and BMK711 – Brand Metrics I Drinkworks: Home Bar by Keurig 7. It is very important to note that you should not limit yourself only to options presented in the case study. As well, in the absence of specific information in the case document, you may have to use your “common sense” to come up with relevant and appropriate alternatives for segmentation bases and for then segmenting the market based on that segmentation base. GRADE ALLOCATION – BMK710 Brand Strategy I This assignment represents 25.0% of your final grade for BMK710 – Brand Strategy and will be graded out of 120 marks as outlined below Your group’s grade will be determined on the quality & completeness of your analysis, specification of the correct problem(s), identification & evaluation of alternatives and the resulting recommendation(s) and action plan along with the utilization of appropriate course concepts in solving the case. Your individual mark will reflect the group’s overall mark adjusted for your relative performance on the case as established by the peer review. o 10.0 marks for your market definition analysis (note that this is a decision and requires alternatives, close-ended criteria and a recommendation) o 15.0 marks for providing relevant background & situation analysis, including Drinkworks & their joint venture partners’ objectives and competitive advantages, and a clear, well written problem statement o Remember to also include insights on customers, consumers, competitors, marketing channels (retailers & wholesalers), and context in your situation analysis o 20.0 marks for your segmentation analysis including the alternatives, analysis of those alternatives using relevant and thorough close-ended criteria and overall assessment leading to your recommendations on which segmentation base(s) to use, the segmentation of the market using your chosen base and your selection of target audience(s) BMK710 – DR Page 3 24-Feb-8

BMK710 – Brand Strategy I and BMK711 – Brand Metrics I Drinkworks: Home Bar by Keurig o Note that you cannot and should not limit yourself to the options presented in the case study for segmentation bases and segments. While a segmentation base and related customer segments are given in the case, you need to go beyond this and determine the right segmentation base (scheme) and then segment the market accordingly. You can, of course, use some or all of the segments given in the case but you will want to ensure that they are consistent with the segmentation base you have chosen and cover almost all of the market as you have defined it. o 20.0 marks for developing your positioning recommendation(s) which will include building effective, properly designed and complete perceptual maps, and then a thorough assessment of the possible position options o A minimum of 3 unique perceptual maps are required for the positioning analysis o Two of the maps must have unique axes (no repetition of the axis used in the maps o The third map can either have unique axes or be a combination of other positioning opportunities o If you decide it makes sense to look at more positioning opportunities or additional combinations of axes, then that should be a fourth or a fifth perceptual map o Remember to ensure that your perceptual maps reflects the relevant competition given how you defined the market o Exhibit 4 (both pages) can provide some good ideas for axis for perceptual maps and/or potential benefits o 20.0 marks for a properly written and compelling positioning statement which includes the identification and assessment of relevant benefits with supporting reasons to believe for your chosen positioning o You must identify and assess a minimum of 3 functional and 3 emotional benefits o These 3 functional and 3 emotional benefits must be derived from and relate to your chosen positioning o A well written positioning statement is a mandatory part of that recommendation. BMK710 – DR Page 4 24-Feb-8

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