Keurig at Home - Case Study

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4. After reading over Keurig’s marketing and launch strategy for the at-home machine line, I believe their strategy is relatively sound but could use a few additions and adjustments. Keurig conducted research that shows that their product sales would be heavily dependent on demonstration, as in potential consumers unfamiliar with the product would like to see an in-person usage of the technologies. I believe Keurig should address this by contacting retail chain and grocery stores and inquire into setting up product demonstrations within the stores. For example, Vitamix blender product demos are almost always set up in Costco warehouses on Saturdays, the busiest shopping day. These demos would allow Keurig representatives to showcase the product’s benefits and answer any questions about the system from those who might not have had any previous exposure through OCS usage of Keurig systems. Additionally, I think Keurig’s referral program with the KAD POS advertising is a great start but could be further expanded. In fact, I’d suggest setting up a direct customer referral program through Keurig’s site. For example, if one gourmet coffee drinker purchases a Keurig home system and then invites similar-minded friends over who are impressed with the product, then a referral program on Keurig’s consumer site would be ideal. One great reward for referrals could be that both involved parties receive a discount on one month’s supply of portion packs. With this reward, rather than a cashback reward, Keurig will capture more recurring sales. My last suggestion would be to address Keurig’s concerns of separate points of sale for the brewer and for the portion packs. I suggest that Keurig discusses with various roasters and instead create a “starter kit” to be sold with the brewer as one item. The starter kit would include various coffee styles from different roasters that would allow consumers to find their preferences and then purchase more of these from Keurig’s consumer site.