Market Analysis - Keurigvue

MMGP: Market Analysis - KeurigVue

Abstract

This essay discusses aspects of correlated consumer behavior, as well as variables used to segment Kuerig’s target market. The coffee brewing industry contains numerous companies competing on price, consumer loyalty, branding and retailer imagining. Keurig has depended on the word-of-mouth approach to marketing for many years, but through increased completion and patent expirations, further consumer studies and target marketing implementation has been vital to its success in 2013. The KeurigVue raised the bar for coffee brewing competitors, offering options to temperature brew strength and cup size.

Consumer Behavior Emphasized in Keurig’s Marketing Plan

A consumer’s purchasing behavior is partial to cultural, social and personal influences. Cultural factors utilize the most extensive and deepest impact (Kotler & Keller, 151). It is an essential human initiative to understand who we are, what we believe in and our main purpose in life. Consequently, consumers preferred products and consumption behaviors are linked to labels they can associate their character with (International Journal of Research in Marketing, 310). Keurig continuously upgrades their brand with new packaging and strategically located and arranged department store displays. Formed by extensive consumer research, Keurig's visual uniqueness is created to fortify brand messaging and placing, increase shelf distinction, and create constancy across various distribution networks (Keurig Brews up Refreshed Packaging, 2010). Keurig’s visual branding includes engaging language, color scheme and design features to communicate to consumers that Keurig is a state of the art product.

The main distinction for Keurig’s brewers is the broad coffee variety accessible through licensing and partnership activities. Keurig’s market includes office users and households, which are two diverse target consumers....