Coffee-Mate

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

In order to better understand the benefits and the weaknesses of the product, it would be very helpful if we could perform a SWOT analysis. Swot analysis is a tool that helps the “evaluations of a company’s strength, weaknesses, opportunities and threats” (Kotler, P (2009) Marketing Management). Though Coffee-Mate is not a business but actually a product of a business (Nestle) the particular tool can be very helpful since it will help us recognize its benefits and disadvantages. Consequently Strength and Opportunities would be its benefits while Weakness and Threats would limit its sales.

Strengths:

-One of the main advantages of Coffee-Mate is the wonderful taste that gives to coffee, many consumers have reported that improves the flavor of coffee additionally provides a thicker creamier taste something that makes it act as a supplement of coffee.

-People perceives coffee-mate as something that comforts them and relax them, something very important because no matter what the taste might be, at the end the perception of the consumer is all that counts.

-Finally the company behind coffer-mate, which as we have already mentioned is Nestle, helps the product to have the same positive reputation and prestige as Nestle itself.

Weaknesses:

-Unfortunately coffee-mate is not included in people’s weekly shopping list, and these results to limiting sales since it’s not yet perceived as basic as sugar for enjoying a cup of coffee

-Another disadvantage of the product that has a close connection with the aforementioned weakness is that it is considered to be a substitute product for the consumption of a cup of coffee or even worst an emergency solution in case one has run out of milk.

-Lastly people that are not consumers of the products claim that makes coffee taste too sweet and it has a high content of sugar.

Opportunities:

-A very significant product improvement is the launch of its light...