ECON231 Lecture Notes - Lecture 12: Coca-Cola Zero Sugar, Kold-Tv, Marketing Mix
23 Oct 2017
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Document Summary
Assess the target market for keurig kold, and consider how keurig differentiated this product with various elements of its total product offer and value to customers. Keurig"s main target market were families that enjoy consuming large amounts of beverages at home and long time keurig customers. While the keurig kold is more expense than its competitors, the benefits provided to the product"s target market supersedes the cost. Keurig is one of the largest home beverage brewing brands in north america. Unlike keurig kold"s largest competitor, sodastream, keurig"s brand is internationally recognized therefore when the company introduced the keurig kold the public was more inclined listen therefore influencing total product offer. Keurig kold also increased its value to customers as it offered a larger variety of beverages than its competitors such as tierney"s iced tea (http://investor. keuriggreenmountain. com/releasedetail. cfm?releaseid=934131) which includes subcategories of iced tea.
