Coffee Grinders Plus

Paper Summary:

A brief analysis of the way the company intends to market their new product, Coffee Grinders Plus, a silent coffee grinder. It discusses competition, distribution, marketing strategy, target market, and future prospects.

From the Paper:

"Coffee Grinders Plus is in the process of launching and marketing a new product called a silent coffee maker. Coffee grinders have done good business since they were first introduced ten years ago especially amongst a target market that values the taste of freshly ground coffee. Coffee is one drink that is liked by people in the United States, Eastern Europe and Russia. American consumers prefer ground coffee to the instant variety. Certain demographics show that the wealthier consumers living around the coastal areas and the suburbs have the buying power and like to spend more money on home coffee-making products. 'Urban Professional' and 'Urban Pioneer' demographics, taken in cities like San Francisco, Boston, Seattle, Portland, and New York, buy the most diversified range of coffee products. It was also noticed that university students also consume the most coffee outside the home. The middle-aged consumers are also more likely to spend money on coffee making equipment."

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