Creative Brief: Keurig Coffee Makers
Autor: meganoutdoor • April 5, 2015 • Term Paper • 1,708 Words (7 Pages) • 1,002 Views
Creative Brief: Keurig Coffee Makers
Agency: Internal Marketing Services
Agency Phone: 781-362-4627
Agency Address: 63 South Ave. Burlington, MA 01803
Project Summary
Grow distribution and support sell through at the retail level. Provide sales team with all tools of new safety features on all products and information on how to direct consumers about on-going concerns. Draw focus away from “Freedom Clip” and recalled machines by announcing new agreement with DS Services and Javarama K-Cups for our hot beverages (GMCR, 2015)(Geuss, 2015). And highlight our soon to be launched Keurig Kold beverage maker and our partnerships with Coca-Cola and Dr. Pepper / Snapple Group (Duprey, 2015). At the grassroots level bring multiple commercial machines to Ivy League Universities across the county. And a global campaign to find photos of the best brewed hot beverage from one of our machines.
Target Audience
We are targeting new, existing and customers that have lost faith in our brand. The specific demographics are:
- Age: 18-65
- Income: Over 70K
- Occupation: Professional
- Education: Some College and Beyond
Behavior and Psychographic specifics for target audience:
- Benefit: Convenience
- User Status: Daily user
- Usage Rate: Heavy user
- Loyalty: Strong
- Society: Affluent, progressive, successful
- Lifestyle: Achiever
- Personality: Ambitious
We have learned from our latest research that our profile with the most opportunity for growth is busy individuals or families with incomes over 70k per year (Kimberly, 2014). In addition, these growth opportunities appear to be mostly in single brew systems due to single person households and families who consume both individual tea and coffee servings during a 24 hour period.
Key Messages
~ Keurig Brewers provide the perfect personal beverage for every occasion.
~ Keurig is an innovative passionate brand that will simplify your life individually.
Key Benefits
Within this new ambitus marketing campaign we plan on offering a limited number of re-usable k-cups included with every brewer purchase. In addition there will be coupons included inside every package for $2.00 off 2 boxes of k-cups. The consumer will receive a total of $25 in additional savings between the two combined above offers.
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