Main benefits of Coffee-Mate

Marketing case 9: Coffee-Mate
Thomas Tallberg E4 Kristian Sällström E4 Christian Westermark E4
1. What are the main benefits of Coffee-Mate and what is limiting its sales?
The main benefits of Coffee-Mate are its ability to substitute for real milk or cream and it can be stored for a longer time. It is made of health promoting ingredients such as dried glucose and vegetable fat (cannot be legally defined as non-diary, since it also contains milk derivatives) and it comes in various packet sizes. The sales are limited by the market which is characterized by its low interest level, since most…show more content…
Which of the segments would you target and why?
Cluster 1: Sharon and Tracy – Experimentalists (Sample proportion: 15.4 %) -Enjoy spending money -Materialistic -Status conscious -Heavy users of instance coffee and cream -Age 15-44 years -High media awareness -Fashionable Cluster 2: Eileen and Mary – Cost constrained, older, and conservative (Sample proportion: 23.6 %) -Very price aware, budget shopping -Traditional in their habits -Worry about their food -Doesn’t eat fast food -Like organic fruit and vegetables -Environmentally friendly products -Light users of instant coffee, never use cream -High media awareness
Cluster 3: Sarah and Anna – Affluent, Young foodies (Sample proportion:24.4 %) -Love travelling and food -Light users of all media -Heavy users of coffee, above users of Coffee-Mate and they also use cream -Age 35-54 years, Young married -Light media awareness -High expenditure shopping -Heavy users of restaurants, -Health conscious -Fibre diet -Less fat and additives -Prefer to high quality goods
Cluster 4: Dawn and Lisa – Cost constrained, Young families (Sample proportion: 13.9 %) -Young students, work part-time -Doesn’t care about health -Heavy users of instant coffee,
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