Questions

1. What are the main benefits of Coffee-Mate and what is limiting its sales?

2. How would the promotion of Coffee-Mate change with the benefits promoted and the competition targeted?

3. Should Coffee-Mate he mass marketed, aimed at one segment or aimed at multiple segments?

4. How would the different alternatives alter the marketing mix used to market Coffee-Mate? Why launch Coffee-Mate Lite?

5. Evaluate the segments from TGI's user survey for target attractiveness and their fit to Coffee-Mate's strengths. Which of the segments would you target and why?

6. Look at Exhibit 9.8. Evaluate the proposed ad for target market and benefits promoted. Will the ad help propel Coffee-Mate's further growth? Create an alternative ad for your chosen target market,

SOURCES: Economist Intelligence Unit, Retail Business, no. 418 (December 1992); British Market Research Bureaux, Instcetlt Powdered Mitk and Coffee dreamer,* (1992)- company sources.

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Responses

  • sara
    What are the main benefits of coffeemate and what is limiting its sales?
    8 years ago
  • petros
    What is the target market of coffee mate?
    8 years ago

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