個案資料
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Kraft Foods: The Coffee Pod Launch (A)
內容大綱
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).
學習目標
<ul><li>To understand what a target customer wants and create a positioning strategy and a value proposition to win the target customers.</li><li>To assess product benefits in light of customer analysis.</li><li>To analyse the sales potential for a new product in an established market.</li><li>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.</li></ul>