Energi Foods: the Coffee Pod Launch (a)
Geoff Herzog was product administrator of caffeine development office of Kraft Foods Canada. Kraft Foods North America was planning a start of caffeine pods in the usa. Herzog's primary business was to come up with a industry strategy for sole serve espresso pod systems in Canada.
The primary problem having been facing was to decide whether he should proceed with immediate together launch canada as in USA or watch for USA leads to determine marketplace strategy.
If Herzog went in advance with immediate launch, he would have to confront lots of problems to make decisions. Including:
-He would require a branding strategy: Energi food owned two key coffee brands in Canada, Maxwell and Reicher mann. He would need to come up with a suitable branding strategy for these two espresso brands. -Pricing: He would have to decide wholesale and price tag pricing in the new product. -Variety of flavours: He would need to decide variety of the flavors. Which tastes he would offer to his Canadian consumers. -Distribution Channels: He would have chose which usually distribution channel to use, traditional distribution programs or immediate to store delivery. -Limited finances: He would need to develop an effective advertising and promotion technique within the budget.
Kraft Foodstuff overall target was to attain leadership in markets it served, which in turn it asked by fostering innovation, attaining high item quality and keeping an in depth eye upon profit margins. Five operational aims had been set up to achieve these types of goals: -Build superior company value pertaining to consumers by delivering greater product benefits at the right price, when compared to competition. -Enhance product require among buyers by building associations with control partners. -Constantly adjust the item portfolio to straighten with buyer trends, especially in fast growing channels and demographic groups. -Expand global scale simply by increasing organization internationally, particularly in world's fastest growing developing countries. -Build...