Marketing and New Product

It features an elegant look and functionality which will enhance any home or office. The GXS Beverage Brewer brings your beverage brewing to new heights with exceptional, on demand heating meaning zero wait time to brew and accurate brew sizes based upon cup capacity which brings unmatched capability amongst competitors. The GXS Beverage Brewer adds quality and convenience to our customer’s lives by being completely portable and offering just the right amount of beverage brewed. The added benefit to the customer is that there is no longer a need to look for all ready limited electrical outlets in the kitchen. Thanks to the patented extended life lithium battery and charging station technology exclusively developed by Company G, our customers will never have to worry about plugging in a beverage brewer system again. Finally, with the accurate brew system with Brew Rite technology, you can program up to 16 ounces of hot beverage based upon your cup or mug capacity. Whatever amount you choose you know that you will be using the best beverage brewing system in the world, something that customers of Company G have come to expect.

Green Mountain Coffee Roaster’s Keurig Single Brew system is dominating the U.S. market with an overwhelming market share. Analysts expect sales of single-cup brewing systems to continue to grow in the U.S. and competitors are eyeing a piece of the pie. An analysis of Keurig’s current position, based on Michael E. Porters 5-Forces, highlights a number of key areas of opportunity and risk for the company. Handled correctly, the Keurig product line should continue its growth, however, a number of significant pitfalls threaten its dominance.

This marketing plan will show that the solution to Mr. Coffee’s problem is show that the features and technological improvements, specifically the Wi-Fi option, thermal carafe, and optimal brew temperature feature create a good value and great cup of coffee. The plan will rely heavily on channel and image differentiation. This device will be easier to get than pricey Italian entries and the Mr. Coffee brand will be shown to reestablish brand affinity by keying into pop culture references.

Competitive Rivalry: There is a moderate level of threat from the competitors in the small appliance market. There may be many small appliance companies but there are only a handful of companies that produce similar products as what Company G is offering.

Handpresso is a product designed for coffee lovers. Inspired by the quote “Simplicity is the ultimate sophistication”, Handpresso’s is developed as a simple small portable espresso machine. It is invented by Nielsen Innovation which specializes in creating new-to-the-world products. Nielsen Innovations, founded in 2000, designed and developed several innovative products such as Wi-Flow technology for a vacuum cleaner and Reelight – battery-free bicycle lights. Handpresso started as a self-financing product design project. Upon completion of the basic design, Nielson Innovation approached a couple of leaders from the espresso market to obtain a licensing agreement. The companies were happy with the portability offered by the Handpresso but they were not interested to purchase the product. Since there were no direct substitutes in the market, Nielsen Innovation decided to develop the product in-house and take it directly to market. Today, after the product development is almost complete, there are many questions that need to be answered for developing a business around this innovation. The biggest question posed is what next?

Also in late October, about two-thirds of U.S. Wal-Mart stores started selling a machine made by Esio Beverage Co that makes both hot and cold drinks called the Esio beverage system. This machine does not use K-Cups but uses its own version called e-packs. The Esio is will be the biggest threat to date for Keurig because the Esio will make good coffee but will be “more than just a coffee machine,”(Geller) said Lyle Myers, the company's president . “We have a system for every member of the family,"( Geller) Myers said. He also discusses that the machine can be used all day and, “not just in the morning” (Geller). The Esio has licensing deals with Kraft Foods Group Inc, Campbell Soup Co and Unilever Plc. Esio's will offer some unique drinks like Maxwell House hazelnut coffee, V8 Splash juices, Diet Brisk iced teas, Country Time Lemonade and Crystal Light drinks.

According to our period to period Tradeoffs Plot, Allround remained the leader in symptoms relief but at the same time was under priced. Because Allround’s price

The company’s financial future looks bright with the introduction of future revenue makers. GC3 is gaining revenue off of premium coffee that was created by their top competitors Starbucks and Dunkin’ Donuts. This company has performed financially with the concept of a larger cup size. The company has also created top performers and gained revenue. Considering this, there are still financial decisions that need to be improved and to do this the company needs to look at all their financial status records and ratios.

Company G is one of the top three small appliance and electronics companies in North America. Company G has decided to venture into the beverage category with state of the art coffee brewers to reach its profit potential and achieve customer demand. The new Doppio (pronounced dope-yo) Caffe Brewing System will shake up the Company because of its unique design and the high quality of the materials built right here in the USA. We believe the Doppio Caffe will be superior to any brewing system in the marketplace.

In 1990, John Sylvan and Peter Dragone entered the coffee brewing industry by launching their company Keurig built upon on the question of, “why do we brew coffee by the pot when we only drink it by the cup?” Within a few years after their start-up, they were able to secure multiple patents as well as acquiring $1 million from venture capitalists to improve upon their prototype. By 1998, Keurig, which is German for excellence, was finally able to launch their first industrial strength, single-serve machine delivering a perfect cup of coffee every time. Keurig was lucky to join the coffee market at the dawn of its explosion, when consumers’ wants and needs began to shy away from

Keurig Inc has been founded on an amazing idea that coffee making systems that uses individual portion packs of freshly roasted and ground coffee with unique coffee maker designed to brew perfect cup of coffee at a time. At that time there are already established gourmet coffee houses like Starbucks, which is making coffee consumers to spend more money with an average of $ 1.50 or more for a cup of gourmet coffee. This change is consumer behavior created opportunity to Keurig to offer gourmet coffees by a single-cup in offices in 1998. Within a span of four years (1996-2000), Keurig have noticed sales increased by 40% in US at home coffee market. With these facts Keurig´s management got convinced, to develop an at home one-cup coffee brewer especially for gourmet coffee lovers.

Coffee, a cup of Joe, Java or brew, it goes by many names. It can be your morning jump-start or even used as an afternoon pick me up, to be enjoyed alone or with the company of others. It is a drinkable source of energy that is enjoyed in the United States and in many other places around the globe as well. It’s no wonder that coffee is such a popular commodity. Companies such as Starbucks and Peet’s Coffee have revolutionized the coffee shop industry in the United States by making it easy and convenient for consumers to purchase single-serving cups of coffee on a regular basis. Not only is the service quick and convenient, but it also allows consumers the ability to personalize their drinks to make it to their desired preference, making it a more enjoyable experience rather than just having a cup of instant coffee at home. In this paper, I will be exploring the coffee shop industry, which will be defined as firms who sell single-serving cups of coffee to their consumers.

Nespresso 's goal is to build a super-premium brand in the world, the perfect coffee icon. Their design characteristics is the world

I am going to look at how a business successfully applies the marketing mix when launching a product. I am also going to compare and contrast traditional and digital methods of communication. I am also going to look at how Sony, when launching their Playstation 4, have applied the marketing mix, identified their target market and give recommendations on how they could have launched this product better.

Prepare a simple Quality manual for the coffee bar to define how quality of the espresso coffee will be managed.