K COZY keurig x crate and barrel
COMPANY OVERVIEW
TARGET CUSTOMERS
mEMBERS ASHLEE CRUZ ASHLEY CHOI INES ARIMANY
CONCEPT
PROCESS
k COZY
MARKETING TOOLS
JOCELYN norris
VALUES Beverage brewing system for home and commercial use. It is manufactured by the American company Keurig Green Mountain, which is headquartered in Waterbury, Vermont. The main Keurig products are: K-Cup pods, which are single-serve coffee containers; other beverage pods; and the proprietary machines that brew the beverages in these pods.
We partner for mutual success Our boundaryless approach to collaboration creates benefits for all. PRODUCT TYPE We innovate with passion BREWING SYSTEMS,BEVERAGE PODS With courage and curiosity, we are shaping the OWNER future by redefining the customer experience. keurig green mountain We play to win COUNTRY Our team sets ambitious goals and meets each challenge with unified purpose and character. UNITED STATES We brew a better world INTRODUCED We use the power of business to make the world a 1988 PREVIOUS OWNERS better place.
KEURIG. INC.
VISION
Become the world’s leading personal beverage systems company.
We first opened our doors in 1962 as a family business. Gordon and Carole Segal had just returned from their honeymoon in Europe where they had been amazed by all of the simple, well-designed and affordable things they had purchased for their home back in Chicago. Things like gorgeous handmade glassware, practical but very nice dinnerware and beautiful ceramic serving pieces. They realized that no store in the Midwest had these wonderful, affordable products for people like them who were just starting out. So being young risk-takers and passionate about all they had seen, they set out to introduce this exciting idea to Chicago.
Today, Crate and Barrel is a privately held company owned by the Otto Group of Hamburg, Germany, the second largest online retailer worldwide. Our relationship with the Otto Group, which began in 1998, has enhanced our successful expansion across all channels.
DEMOGRAPHICS 18-65 or your average household, primarily on the go consumers
Psychographics This product will be used by motivated individuals seeking a caffeine fix that wants a sustainable coffee glove that is stylish and offers everyday usage.
The Wor kaholic On-the-go Business savvy the strivers 24-45 yrs old
The Moder n Family
Early mornings late nights Little kids or middle age kids Time is everything Convenience is highly appreciated 30-40 yrs old
The Student
Late nights studying Always in need of a Kickstarter Affordability is key Creative & Ambitious 18-23 yrs old
Keurig receives hundreds of coffee bags per day. IN MOST ROASTING COMPANIES, these burlap bags are simply thrown away despite the various uses they have.
the concept
Sustainability at Keurig Green Mountain “We believe that every cup matters — for the convenience, for the great taste, as well as for the world. Across our supply chain and within our own operations, we strive to make the world a better place. We’re making strong progress toward attaining our 2020 sustainability targets, including making 100% of K-Cup® pods recyclable. Together with our consumers, suppliers, employees, and communities, Keurig is Making Every Cup Matter.”
We have collaborated with Crate and Barrel to provide a recycled, reusable hot cup hugger made for mugs and paper cups alike.
MADE IN AMERICA 95% of clothing footwear and accessories are imported into the US, so we decided to make our cozies in-house.
K COZY
socially responsible, sustainable, manufactured in environmentally friendly ways.
our process:
x
inspiration
initial sketches
x our materials:
Felt interfacing Eco-Fi Brand felt is made from 100% recycled materials
Wooden dowel
A renewable resource, handpicked by our designers
Thread
Coffee bag burlap
Donated by local roaster PERC Coffee to be remade into new product.
Recycled denim
Scraps from local fashion designers to be thrown away are now being put to use
K COZY
DEVELOPED BY STUDENTS WITH EVERYONE IN MIND Fair Trade (made in the US) total cost: $5.05 Labor: $5 (handmade) Materials: $0.05 Donated muslin Donated denim Donated burlap Red thread: $0.05 per piece
Direct to Retail: $8.99
K COZY
K COZY STORE SIGNAGE
Enjoy your coffee with K-Cozy replace unsustainable cardboard sleeves with this soft cozy. This reusable hot cup hugger can make your coffee cup more unique and personal. Keep your hands safe and warm the coffee!
DIRECT MAIL & EMAIL BLAST ITEM THIS TARGETS CUSTOMERS THAT ARE ALREADY SUBSCRIBED WITH KEURIG AND/OR CRATE & BARREL ONLINE NEWSLETTERS.
K COZY
Enjoy your coffee with K-Cozy and replace unsustainable cardboard sleeves with this soft cozy. This reusable hot cup hugger can make your coffee cup more unique and personal. Keep your hands safe and warm the coffee!
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DIGITAL MARKETING
K COZY
keurig and crate & barrel will have similar feeds advertising the release of the new product. this targets younger customers and creates buzz online.
K COZY keurig x crate and barrel
thank you!