1. single
cup
coffee &
brewers

2. the COMPANY
• Peter Dragone, John Sylvan, 1990
• Keurig = Dutch for Excellence
• Fresh Coffee – every time
• Bought by Green Mountain Coffee
Roasters Inc. in 2006

3. the PRODUCT
• Single-cup brewing system of gourmet
coffee, under 1 minute
• Many models (household & commercial
use)

4. the K-CUP SYSTEM
Over 200 varieties
Teas, Coffees,
Hot Chocolate

5. the VUE V700
New Product Affluent Market
“Brew Stronger. Brew Bigger. Brew Hotter.”

6. the PRODUCT
life cycle

7. the
CUSTOMER
• Target Market and Segmentation
– 54% Americans drink coffee
– Middle to Upper Class
– Home User vs. Office User
• Customer Suggestions
– Bigger Cup Size
– Environmentally Friendly
– More varieties

8. CUSTOMER
the
• Customer Concerns
– Durable Goods
– 1-year Warranty
– Defective Quality
– Replacement Brewer
– Lose Consumer Confidence
• Recommendation
– Better quality brewer

9. the COMPETITION
KEURIG VS

10. the PRICE
• Single cup / day drinkers vs. multiple cup /
day
• Surveys given to participants who have
experienced the B100 (original Keurig
Coffee Brewer)
• Modern price increase is reflected upon
inflation, competition, and increased
consumption

11. thePLACE
• Historically sold only through KADs
(Keurig Authorized Dealers)
• Expanded to online retailers for the K-Cup
• Outsourced K-Cup and Brewer to national
and local retailers
• OCS (Office Coffee Service) remains with
KADs

12. the PROMOTION

13. WEAKNESSES
STRENGTHS
- “Technology Company in the - Product Quality
Coffee Industry”
- Reputation
- Ethics, Social and Environmental
responsibility
- Customer Service
- Accessible Webpage
OPPORTUNITIES THREATS
-Affluent Market - Starbucks Verrismo
-Hotel Partnerships - Espresso Market

14. brewing
excellence
one at a time
cup
KEURIG
Thank you!