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Coffee Mate Case Study

Decent Essays

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 it cannot be legally defined as non-diary since it also contains milk derivatives. This can be considered a benefit to Coffee-Mate when it comes to customers who like the flavour and thus also makes them use less sugar for sure. Another …show more content…

➢ MOST LIKELY TO BUY, however, low media awareness hard to reach to them, as well as important drawbacks technology wise.

I first considered Group 5. They have quite a high proportion and many pro´s towards buying Coffee-Mate. Firstly instant coffee seems to be a primary need for this group, they are not price or health conscious and they don’t tend to go on holiday which would secure a continuous pattern of sales. The 55+ model age for this group is advantageous in the sense that advertising can be tailored to attract their attention using specific messages through the ads that will persuade them to need Coffee-Mate. However, reaching out to them will be very hard considering

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