Ivey Publishing

Product Details

Kraft Foods: The Coffee Pod Launch (A)
Product Number:
9B06A019
Publication Date:
11/06/2006
Revised Date:
05/27/2014
Length:
19 pages (9 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The product manager for coffee development at Kraft Canada must decide whether to introduce the company's new line of single-serve coffee pods or await results from the United States. Key strategic decisions include which target market to focus on and what value proposition to signal. Important questions are also raised as to how the new product should be branded, which flavors to offer, whether Kraft should use traditional distribution channels or direct-to-store delivery, and what forms of advertising and promotion to use. The case provides a basis for discussing consumer decision making, and stresses the importance of providing a clear incremental benefit when introducing a new product in an established category. It may be used independently or with the supplement, Kraft Foods: The Coffee Pod Launch (B).
Learning Objective:
  • To understand what a target customer wants and create a positioning strategy and a value proposition to win the target customers.
  • To assess product benefits in light of customer analysis.
  • To analyse the sales potential for a new product in an established market.
  • To understand the importance of cultural context and not assume that customers in one market will react in the same manner as customers in another market.
Issues:
Disciplines:
Marketing
Industries:
Manufacturing
Setting:
Canada, Large, 2004
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Supplements: 9B06A026 (2 pages)
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