Yuban Marketing Plan

UNIVERSITY OF LA VERNE

La Verne, CA

Marketing Plan-Yuban Coffee

Submitted in partial fulfillment

of the requirements for the degree

of Master of Business Administration

Professor F. Steve Fialho

BUS 560 - Seminar in Marketing Management

Chiu Ngok Lau 11751512

Biing-Ruey Kuo 11759958

Pei-Tse Wu 11752180

Wei Mao 11721618

Hui Jia 11761058

Chia-Wen Sung 11529260

College of Business and Public Management

Department of Business Administration

August 12, 2014

Executive Summary

Yuban coffee is a US coffee brand that was discovered by a famous coffee roaster John Arbuckle in 1860s; the company manufactures instant coffee and its coffee is made by 100% Arabica beans. Yuban Coffee Company is owned by Kraft Foods Group Inc., as a subsidiary of Kraft Yuban has been in operation for 20 years, still accounts a small market share in America, however. As of mid-2006, Yuban got the certification with the Rainforest Alliance; and started to offer a full line of sustainable certified coffee. In fact, at least 30 percent of Yuban’s coffee beans are organic and come from Rainforest Alliance Certified producers, and it is important for Yuban to take this advantage and make more efforts on product promotion in order to recommend it to coffee consumers.

Coffee has a large market in the United States, and in this Monopolistic competition coffee industry product differentiation is a key for Yuban to survival. There are many competitors in the industry, but not too many of them offer the Rainforest Alliance Certified products. Moreover, the huge coffee industry especially the rapid growth of the gourmet coffee consumption brings more opportunities for Yuban to acquire more customers.

The goal of this marketing plan is to construct a viable and successful plan for marketing Yuban Coffee in the United States. The product we are launching in the plan only focuses on the entire line of sustainable certified coffees and...