Kraft Foods: The Coffee Pod Launch (B)
(2 pages of text)
This is the second of two cases on Kraft Canada's entry into the single-serve coffee and hot beverage market. Kraft Foods: The Coffee Pod Launch (A)
describes the initial situation facing the category manager, who must decide whether to launch a new line of coffee pods that Kraft plans to introduce shortly in the United States. The (B) case summarizes key elements of the marketing strategy, and the preliminary results. Students are then faced with the challenge of what to do next.
- 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.
Canada, Large, 2004
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