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Green Mountain Coffee has introduced their new product, ice coffee k-cups named Brew Over Ice. They found that many consumers are interested in the new product, but few people heard about it and know that they could make ice coffee using Keurig brewers. So we proposed a marketing campaign which aimed to educate target audience and increase brand & product awareness. We conducted a through marketing and media analysis on Green Mountain Coffee K cups category and uncovered the target consumer segments and behavior and propose a mixed marketing plan that focus on digital and social media marketing.
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Brew Over IceCampaign Presentation
03/08/2012
MKT 433 Final Presentation
03/08/2012
AGENDA
• Setting goals and Message
• Targeting the right audience
• Media and Content
• Final conclusions
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Current Position:Coffee System
RepositionAspired Position: Beverage System
Brew Over Ice Educational Process
Business Opportunity & Challenge
Message: Do you know how to put ice in a glass
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Target Audiences
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Professionals
Future Professionals
Housewives
Less work loaded in the afternoonSalespeople to CBD to give away the free Brew over ice coffee
Share information through Facebook
Facebook application
Trying new things
Ice coffee is trendyFacebook application
Purchasing for the whole household and price sensitive
Local radio broadcast about features and sales promotion
Drink coffee from the retailers
Increase brand awareness
PPL on the go
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Leverage Social media
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• Everyone is Connected• Leverage social media
especially social networking• Educate current Green
Mountain Consumers and generate a viral effect at a low cost
• Raise Brand awareness generally and create interactive experience for Brew Over Ice
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“Coffee Gift” Facebook Application
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Reach out to Target Audience
Ways to reach target segment for this application on Facebook • Current Green Mountain Facebook page fans• Registered Keurig users will receive emails with a link with the application• Stickers about the Application and link sticking in the Green Mountain
products• Flyers on the Keurig and Green Mountain websites
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“Coffee Gift” Application Objectives
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• Educate current Green Mountain Coffee consumers and Keurig owners• Increase brand awareness and interact with consumers• Add interesting value to sample/trial delivering• Generate a viral effect for users to visualize and experience the DIY
iced coffee process • Enhance their Brew Over Ice experience through a fun and educative
method
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• Target Audience• Housewives • Professionals, people on the go
• Purpose• Reposition among the target audience• Raise brand awareness• Educate the market
Mass media - Radio
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• Content:• Raising Awareness• Discount information• Coupons• Location
• Educating the market• The convenience and low cost of DIY ice coffee
• Evaluate• The before and after sales data and brand awareness of
local area.
Mass media - Radio
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• Target audience : Working professionals
• Content: creative idea• Reposition• Educate the market
Mass Media - Billboards
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• Placement: Business District• Stimulator
Mass Media - Billboards
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• Target Audience • Current Keurig brewer users• Keurig brewer buyers
• Where do target audience buy K-cups?• Home users----- Internet, grocery and retail stores• Small offices----- Internet, warehouse stores• Large offices -----Office Coffee Service (OCS) distributors
• Channels• Online• Offline
POS Marketing and Promotion
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• The popular websites that consumers buy K-cups• Keurig.com• Amazon.com• Greenmountain.com• Greatcoffee.com• Greatofficecoffee.com• Officedepot.com• Big box retailers’ internet sites
POS-Online
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• Search Engine Marketing ---- Increase Visibility• Searching List• Recommendation List
POS-Online
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• Web banner
• “Brew over Ice” • Advertising Page
POS-Online
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POS-Online
• Highlight “iced beverage” in the description of Keurig Brewer.
• “Brew Over Ice” Advertising Page
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POS-Online
• Email marketing• A Gift Package to selected
current Keurig users and new Keurig buyers.• Free GM iced coffee/tea
samples• “Brew over Ice” tumbler • Informative flyer
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POS-Online
• Free GM iced coffee/ tea samples and flyers go with any K-cups purchase.
• Free shipping for any order with “Brew over Ice” Products, no minimum purchase.
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POS-Offline
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• B2B• Keurig Brewer demonstration + Sales call• Keurig + GMRC K-Cup coffee bundle through OCS
channel• Visiting existing customers using database
• In-store customers• GMRC Hot Coffee K-Cup + Iced Coffee K-Cup
bundle• Free Brew over Ice Tumble on GMRC Hot Coffee
K-Cup • Keurig K-Cup Brewer + Free Iced Coffee Coupons
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Conclusion
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Surprising the consumers
Interaction and Education
Appealing to Brew Over Ice’s quickness and convenience
Reasonable cost
Making them want to explore the brand by themselves
Sales of Brew Over Ice K-cups will increase significantly - Repositioning
Effective message
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Thank YouQ & A
MKT 433 Final Presentation 03/08/2012
