Keurig Strategic Media Plan

2018

Strategic Media Plan

COMM 422 Liam Datwani Kristen McKenzie Madelaine Santa Cali Wojciechowski

Table of Contents Company Background

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Competitive Analysis

6

Creative History

8

Target Audience

10

Geography

11

Timing and Purchase Cycle

12

Media Mix

13

SWOT Analysis

14

Creative Strategy

16

Executions

17

Media Objective and Strategies

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Media Integration Media Mix Strategy

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Media Flowchart

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References

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Time for a situation analysis.

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Company Background Robert P. Stillers founded Keurig Green Mountain, Inc. in 1981. From 1981-2014 the company was known as Green Mountain Coffee Roasters. In 2006, Green Mountain Coffee Roasters completed its acquisition of the brewing–machine manufacturer, Keurig, Inc. (Boston Business Journal, 2006). It wasn’t until March 2014 the company decided to change its name.

Keurig Green Mountain is a leader in specialty coffee and coffee maker in the United States. Additionally, Keurig makes single-cup coffee machines for homes and workspaces, and roasts and packages whole bean and ground coffee. The company supplies apple cider, teas, cocoa, and other beverages wholesale to food stores, resorts, and office-delivery services (Keurig Revenue and Financial Data, n.d.).

Keurig Green Mountain has operations in North America and Canada. By 2015, Keurig owned The Original Donut Shop, Timothy’s World Coffee, Van Houtte, Green Mountain Coffee, Green Mountain Naturals, Tully’s Coffee, Barista Prima Coffeehouse and Coffee People. The company flagship product, the Keurig K-Cup, allows customers to brew a single cup of coffee, tea, hot chocolate and other hot or cold beverages in under a minute.

Keurig contains over 530 beverage varieties in the Keurig system and sold 60 million brewers and 57 billion pods by the end of the fiscal year in 2016 (Keurig Green Mountain, n.d.).

Headquartered in Waterbury, Vermont, Keurig Green Mountain has employed 6,300 full-time employees as of 2016 (Keurig Green Mountain, n.d.). Keurig was a publicly traded company from 1993-2015; however, in December 2015 the company announced that a group of investors led by JAB Holding Company was interested in acquiring Keurig Green Mountain for approximately $13.9

billion (Athavaley, 2015). JAB Holding Company is a investment firm dealing with high-end consumer goods. JAB Holding also owns Peet's Coffee & Tea, Stumptown Coffee Roasters and Caribou Coffee, which are all rivals of Keurig (Egan, 2015). The acquisition was finalized in March 2016 and Keurig became a privately held company. Keurig remains a independent entity run by its pre-existing management team but gained a new CEO, Robert Gamgort. The most recent financial report indicated that at the end of the 2015 fiscal year, Keurig Green Mountain generated $498.3 million in net income and $4.5 million in net sales (Keurig Green Mountain, n.d.).

Keurig focuses on building their brands, diversifying their product lines, and growing their business (Keurig Green Mountain, n.d.).

One of Keurig’s core values is “brewing a better world”, the company works to manufacture products that benefit the community while minimizing environmental impact. Keurig strives to be eco-friendly by setting target goal to be met by 2020. Some target goals includes having 100% of K-Cup pods recyclable, reducing life-cycle greenhouse gas emissions of brewed beverages by 25% and achieving zero waste-to-landfill at their manufacturing and distribution facilities (Keurig Green Mountain, n.d.).

Another core value Keurig adheres to is “partner for mutual success”. In January 2018, Keurig Green Mountain agreed to acquire Dr. Pepper Snapple Group to create Keurig Dr. Pepper Snapple, Inc. The merger will allow Keurig to use Dr. Pepper’s distribution network to market drinks and expand their audience.

The other core values Keurig lives by are innovate with passion, play to win and partner for mutual success.

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Competitive Analysis.

Since Keurig’s K-Cup patent expired in 2012, countless competitors have exploded onto the single-serve instant coffee market (Linshi). As a result, Keurig’s sales growth significantly slowed down to 29 percent in 2013 (Duncan). In comparison, private labels unit sales have increased a whopping 491 percent (Duncan).

Additionally, though Keurig remains the category leader with 21.6 percent of the market share, private labels make up the second-largest group with almost 17 percent of the market (Duncan). In order to compete with the influx of unlicensed pods and retain market dominance, Keurig has partnered with popular coffee brands such as Starbucks, Folgers and Dunkin Donuts to sell Keurig-licensed pods (Linshi). Nevertheless, both licensed and unlicensed pods remain a threat to Keurig’s own line of K-Cups.

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Brands in this category include Starbucks, Folgers, McCafe, Dunkin Donuts, Krispy Kreme, Twinings, Lavazza and Maxwell House. The price of these brands vary, though the average the price per cup is $0.61. These pods, while licensed, still compete with many of Keurig’s own labels. Starbucks, for instance, own 15 percent of the single-serve coffee market share, Dunkin Donuts 3.5 percent and Folgers 6.3 percent.

Folgers spend 32,964.7 (000) on all aspects of their company and only 5,783.6 (000) on their K-Cup system. They primarily focus on Network TV spots, same as Keurig, however, they spend about 74.2% of their budget or 24,474.3 (000).

For they K-cups they only spend about 4,883.8 (000) of the total Network TV Budget. Starbucks spends a total of 63,786.3 (000) and only 2,477.8 (000) on their K-cups. They mainly focus on magazine ads by spending 44.8% of their budget or 6,736.5 (000) dollars on this media form. Maxwell House spends 18,952.6 (000) on all aspects of their company and only 13,507.3 (000) on their K-Cup system. They actually focus on magazines the most with 71.3% of their budget or 13,507.3 (000). (Ad$pender, 2016).

Private labels such as San Francisco Bay’s OneCup pose a direct threat to Keurig’s market dominance (Linshi). These third-party pods make up 16.9 percent of the single-serve coffee market and don’t pay any royalties to Keurig (Duncan). These pods are extremely competitive due to their low prices and eco-friendly appeal. The OneCup, for instance, is responsibly grown, fairly traded and 100% recyclable D’Ambrosio). The price per pod is also only $0.40, far cheaper than Keurig’s Green Mountain line.

Nespresso’s VertuoLine capsules are incompatible with Keurig’s K-Cup system.

These recyclable pods work exclusively with Nespresso’s VertuoLine machines and are far pricier than the average K-Cup. Though Nespresso offers a much smaller selection of pods, the VertuoLine provides consumers with a richer and more flavorful coffee experience. Nespresso is not an immediate competitor, but their premium positioning may pose a significant challenge for Keurig if they want to reach more affluent markets.

Nespresso spends 21,751.3 on all aspects of their company and spend $21,196,000 on their espresso system and 165.1 (000) on their K-cups. They have a very spread out advertising strategy focusing on spot TV ads, with 25.5% of their budget or 6736.5 (000) (Ad$pender, 2016).

Creative History.

In 2016, Keurig launched a new video advertising campaign called “It’s that simple.” The new campaign focused on simplicity and convenience; it wanted to show customers that making coffee from a Keurig system was easier then a traditional coffee-making method. The campaign videos were meant to take a humorous approach in order to stand out. The company advertises that Keurig is so simple that you can make it with your hands tied behind your back or in a literal blink of an eye. According to the Keurig VP of Marketing, Caroline Losson, “the brand has tried a range of different tones in its previous communications, but going with a more humorous route for this campaign was an effort to stand out.” Keurig’s brand awareness is growing, however, business growth and getting people to make the switch from traditional coffee makers to a Keurig brewing system is the company’s “primary goal” (Kolm, 2016).

Keurig Green Mountain teamed up with TV host, James Cordon to launch their 2017 “Brew the Love” campaign (Sleter, 2017). Brew the Love is about the sudden joy that having a Keurig can inspire and knowing that Keurig is with you every single day. The Brew the Love campaign originally started in 2014 from having real conversations with consumers and gaining their insight of the brand. However, the new Brew the Love campaign with James Cordon seeks to convince every drip coffee drinker that Keurig single serve is the way to go.

In the TV commercial, James Cordon travels to real consumers to promote Keurig K-Cup and telling them that a Keurig machine is easier and more efficient than any other coffee machine. The nationwide campaign is a fun and engaging series of TV, digital and social media videos that will operate as a wake up call to America.

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Target Audience.

Coffee is a year round purchase. There is no real period of time when people who drink coffee are not buying coffee. The instant coffee category—

according to our collected Simmons data—is able to make an impact among a wide range of consumers spanning all age groups and genders showing a strong performance across the demographics.

We see the daily consumption of the product is variant with men showing a trend of drinking seven or more cups of coffee today (117) compared to their women counterparts (84). We also see the highest daily consumption of 5 to 6 cups a day around 18 to 24 year olds (182) and those who are 35 to 44 years old mostly drink four cups a day (132). Our consumer base also has a strong usage by full-time college students (111) as well as homemakers (104).

The consumer base also consists of people who were never married (120) and those who are not married (110), compared to married individuals (91). There is a trend to have instant coffee products in the household and drink multiple cups a day among low income families. We see our consumers with income less than $24,999 consuming 5 to 6 cups a day (141), along with households with incomes between $25,000 and $49,999 following that trend (137). Interestingly enough, minority communities—Black or African American (135), Asian (167), and other races (177)—are seen consuming the most of our product (Simmons OneView 2016).

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United States best performing m

Top market Not a major market for product consumption

Geography.

We see strong category performances in the Pacific and South West regions, as well as, a very strong performance in more metropolitan areas around the United States.

The top for markets that trend high in household’s using the product (index): Los Angeles: 165 SouthWest: 127 NY Metropolitan Area: 124 Pacific: 123

markets for the product category

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Timing and Purchase Cycle.

Coffee is a year round purchase. There is no real period of time when people who drink coffee are not buying coffee. Additionally, there does not appear to be any time when people are buying coffee more often outside of the normal ups and downs of normal produce. Coffee is made in so many countries that it is harvested and roasted at a number of different times throughout the year (“Coffee Basics�, 2017).

However, there are a number of different ways to obtain coffee. Coffee can be bought premade from stores like Starbucks or a local cafe, made at home with a traditional machines, or made at home with the K-Cup machines.

Those who buy coffee premade from stores are usually on the run or want the special coffees only made at the stores. Those who made the traditional coffee at home are typically older and are used to the practice of making coffee or enjoy it. Finally, those who use the K-Cup system buy the system once and then buy the K-Cups as needed.

These three methods of obtaining coffee define the timing and purchase cycle. The stores are open all year round outside of holidays. The people come in and buy a drink or two and then buy another drink later. Their cycle is completely based off the one drink purchase at a time.

Then the traditional coffee makers work the same way as the K-Cup systems. The people buy the machine and the restock on coffee beans or K-Cups to make their drinks at home. They only buy refills on beans or K-Cups after they run out or are close to running out.

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Media Mix

Keurig spends 11,262 (000) on advertising for their K-Cup system alone and spend a total of 11,970 (000) on all aspects of their company in 2016. They primarily spend their advertising budget on Network TV, about 66.1% or 8,316.3 (000). They also spend a substantial amount on Cable TV and INT Display with 20.1% of the budget and 10.2% of the budget respectively. They spent a total of 2,530.1 (000) and 1,285 (000) respectively (Ad$pender, 2016). It makes sense to advertise on TV so much because it reaches a wide audience. It also allows them to advertise the K-Cups separate from the system and together.

and a number of individuals are aware of the K-Cup system and the Keurig machines. They could increase their advertising, so people know about the pirated K-Cups, but that could backfire and make people purchase pirated K-Cups. It would make more sense for them to focus more on in-store advertising and magazines with their TV and internet so they can increase their sales. This makes a lot more sense because magazines are heavily influenced by Starbucks, which has a sponsored K-Cup system.

Keurig is clearly invested in television. They seem to be pushing more for people to be aware of their product more than anything. The only places they spend any money besides TV is with internet display ad. All their advertising seems to focus on getting out there. However, Keurig is a well known brand 13

SWOT

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Strengths

Weaknesses

• Diverse selection of options from coffee to tea to even soup K-Cups. This variety gives a great selection for consumers.

• High usage of the product across many demographics and regions.

• Pioneer in the single-serve coffee pod industry after their breakthrough with the product in 1990.

• Well-known name brand and association in the market. According to Prophet’s 2017 Brand Awareness Index Keurig placed #33 in 2016, and just a year later in 2017 the brand ranked #15.

• Over $11 million dollars budgeted to promoting their product.

• Original maker of product and therefore has a sense of authenticity and prestige.

• Other brands have begun copying the K-Cup post-patent expiry.

• Weaker flavor due to Keurig’s watered down system.

• Keurig’s licensing the K-Cups formula to other brands that are competitors in the market, such as Starbucks, Dunkin’ Donuts, etc.

• Dependence on outsourced bean and pod manufacturers requires to company to be vulnerable to natural disasters, environmental issues and unionization.

• Pods are not eco-friendly.

• Since 1999, the number of specialty coffee consumers has raised from 9% to 41% in 2017, and these individuals are consuming about 2.97 cups per day. So, there are more Coffee consumers to target and get into our system.

• They could possibly create a recyclable version of the K-Cup that would become more attractive to certain demographics.

• Speciality coffee formulas that can be made into K-Cups like Girl Scouts cookie coffee.

• Use the crazes of the time to make more licence products, like Pumpkin Spiced Lattes or Peppermint Hot Chocolate.

• In 2017, 46% of all the coffee consumed in the United State was consumed outside of the home, this means people are not making their own coffee as much and rely on other forms of coffee.

• Emergence of unlicensed pod brands by private labels that are more cost-competitive.

• Pod non-recyclability turning away eco-conscious consumers.

• Existence of alternative machines and systems like Nespresso’s VertuoLine .

• Declining consumer base as coffee pod consumption declines in favor of traditional coffee makers and coffee shop purchases.

Opportunities

Threats

Let’s get creative!

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What’s our objectives?

What’s our position?

(1) To convince the consumers that the Keurig is a luxury and affordable provider of single serving coffee makers.

(2) To associate the brand with a more modern and youthful image (3) To convert people who are using to the product into consumers of Keurig.

To convey to college students and young professionals, both men and women, between the ages of 18-34 year old who drink coffee to stay awake in their busy day, Keurig is the leading brand of instant coffee K-Cups that is convenient, affordable, and simple.

Promise Slogan Tone

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We’ll give you back your life.

A life uninterrupted Young, cool, modern, friendly

Media Objectives and Strategies.

Objective: The target audience is young professionals and college students, both men and women, between the ages of 18-34 year old who drink coffee to stay awake in their busy day.

Strategy: The strategy that will be executed in order to reach the target audience will consist of both traditional and non-traditional media. Through demographic research our budget is primarily focused on network TV and online advertising.

The demographic that will be targeted focuses on people who use traditional coffee-making methods. The end goal is to get the target audience to convert to Keurig coffee systems.

Objective: Starting on September 2018, the campaign will begin and follow a Pulsing schedule with the 6 Fall/ Winter months. The 6 Summer/Spring months will remain empty. Due to this schedule, we are aiming for a reach of 60-70% on average each month and a frequency of 3.2 on average supported by Ostrow Model. Specifically September, January and February will have a reach of 60% and Frequency of 3.2 while October, november and December will have a Reach of 70% and a Frequency of 3.5.

Strategy: Due to the Pulsing scheduling the months will maintain an average that is the same. We will reach our goals by focusing on National Network and Cable TV to increase our Frequency throughout the six months. Online Media will be increased during October, November and December to account for the increased Reach and Frequency. It is still present during September, January and February, but in lower numbers.

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Objective: The Fall/ Winter 2018 campaign will have a combination of traditional media, TV and in store, with non-traditional, social media and streaming services. It will follow a Pulsing Schedule for the 6 indicated months from September 2018- February 2019.

Strategy: Our campaign begins on September of 2018 because this is the start of the seasonal coffee trends. Both traditional and non-traditional ads will work in tandem to create an image of modernity and convenience. The traditional media would follow Continuous Scheduling for the 6 Fall/Winter time months.

The non-traditional advertising will also follow a Pulsing Schedule that accounts for specific trends in coffee sales, like pumpkin spice lattes and such.

Objectives: Starting September 2018 Keurig will begin a campaign targeting markets showing the lowest category usages. This low index would suggest that these consumers aren’t making coffee at home, but rather are going out to coffee houses and cafes to get their coffee. These 5 major markets will feature ambient and guerilla marketing techniques to display the convenience of Keurig K-pods as opposed to their usual routine.

Strategy: The campaign will be national with intense penetration in 5 spot markets. These spot markets are highlighted due to their relatively large market size, low instant coffee usage, and high concentration of coffee shops in the area. This will allow the message to be spread to many people but be penetrated most to the targets of interest.

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Objective: The campaign starts on September 2018 and ends February 2019.

The budget for this year is 12,580.3 (000) or $12,580,300 dollars in total. The budget will be primarily focused on Network and Cable TV because of the past media mix of Keurig, but parts have been allocated to account for a changing landscape. It accounts for the rise in online advertising and need for more guerilla or ambient advertising. Additionally, money will be allocated for spot advertising during our higher pulsing winter months to help increase the reach and Frequency for those months.

Strategy: Throughout the full year of the campaign 50% or 6.98 million dollars will be assigned to Television Advertising to keep us in the minds of our target audience. Cable TV was connected to Network TV due to budgetary limits and our Frequency/Reach goals. Money will also be spent on Online, Guerilla, and Interactive/ In-Store Advertising. These maintain with the 6 months continuous schedule. Spot Advertising on TV will be included for these months to increase the reach and frequency when the speciality coffees are popular, while convincing the lower index number areas of the convince of our product.

Online Advertising has been give 9.6% of the budget or $1,213,924.30 dollars for a number of different services. This includes Google/ Youtube, Hulu, and Instagram. Guerilla/ Outdoor marketing has a budget of $500,000. This in conjunction with the Interactive/ In-store advertising budget or $1,285,000 dollars allows for enough a good non-traditional advertising presence. In total, each months will have around $2,14,1716.67 per month.

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Media Integrations Media Mix Strategy.

Promotion 1: Keurig Pop-Up Coffee Shops Objective: The premise of the campaign is to create buzz and sales opportunities for Keurig. Our shop will allow us to control how they experience Keurig, while being open and available to consumers. It tells them that that Keurig is a brand providing convenience and freedom to people’s lives.

Strategies: These pop-up coffee shops will be places in popular locations (strip malls, main streets, etc) in the 5 spot markets targeted by the campaign from Monday to Friday. It will happen during the third week of September.

The shop will be designed to feel comfortable and homey, while they have “Instagrammable” content inside (cool backdrops, neon signs, etc) so that customers can upload posts to social media. Customers can come in and order one free cup of coffee. The barista will then make the coffee from a Keurig in plain sight of the customer.

Then, the consumer can then be on their way and go about their day or hang out in the shop. Additionally, the

Promotion 2: Travel the World with Keurig Objective: Encourage people to engage with Keurig online, and follow the story Strategies: Video submission contest to travel the world and try coffee. Winner can take a friend and a Keurig connoisseur/photographer as they travel through some of the world's most luxurious coffee stops.

consumers can buy Keurig systems and K-Cups in the store if a certain flavor or model strikes their fancy.

Rationale: A store in a public location will allow consumers to get a feel of what Keurig is about. Not only will it create a buzzworthy news story for the location in which the stores are located, but it will make Keurig feel tangible to consumers. Additionally, it makes Keurig appear to be a legitimate alternative to Starbucks and other coffee shops. Instead of just being an appliance in their house, everyone who hears of or was at our coffee shops will realize that Keurig can get them their coffee fix fast and easy, but just as high quality as needed. On top of this, the store will show the variety of K-Cups available for the consumer and the speed at which Keurig machines make coffee. To demonstrate this, there will be K-cups all over the walls showing the variety of drinks that can be made with a Keurig.

Estimated Cost: $100,000

content. Every photo taken can be used in later projects and expand awareness of the event and our brand in its totality. The contest winners will allow us to hit a wide audience all over social media. The photos that they take will be shared by everyone in the contest and their unique followers. It will spread and expand through all platforms as time goes on and they expand.

Estimated Cost: $50,000

Rationale: The contest prior to the campaign would cost nothing and allow for an increase in following and

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Promotion 2: Sponsor a Reality Competition Show Objective: For this campaign, convincing individuals of the modernity of Keurig is key. The best way to make our product appealing to audiences is to forge partnerships with these shows. A recommended list of shows is provided in the strategy section.

Strategies: Partnering with the two TV show listed bellow and have sponsored challenges. Besides the show stating that Keurig is its sponsor the episode they can have a coffee themed event. For Cupcake Wars, they will have coffee or tea themed cupcakes. The winner even wins a Keurig or two and a bunch of K-cups. For America’s Next Top Model, they can do coffee shop challenge or a shoot in a coffee farm. The winner would be sponsored in one of Keurigs ads. This allows for the these wacky and creative competition to

Promotion 4: BuzzFeed Video Objective: For this element of the campaign we will increase brand awareness though sponsored content.

BuzzFeed is all about easy, creative, and fun access to all different kinds of information. Everything they do is designed to both look good and be extremely easy for everyone to understand. There is a huge following and BuzzFeed can work with us to push our message out to other communities alongside our audience.

Strategies: BuzzFeed sponsored content can range from listicales, full articles, videos, and more. They are extremely creative and flexible in the work they do. It would make sense to work closely and make sure the main messages come across best to every reader. For example a world travel travel coffee series on their site that shows Keurig’s connection to the international coffee market. These articles would require a video series to go with it.. An example of the video work they have done is the “$1 dollar coffee vs. the $914.”

The videos could be shared on all social media and

make Keurig the brand of the episode, but still keep on their own message. It will stick in people's minds throughout the entire show and any rewatch or rerun is residual benefits.

Recommended List: Cupcake Wars, America’s Next Top Model, Master Chef, Shark Tank Rationale: Our target audience are college students and young professionals who often watch contemporary reality TV shows. Thus, sponsoring challenges or contest prizes in modern TV shows would be a great way to increase Keurig’s brand awareness and reach the target market. Associating our brand with successful, modern shows will reinforce the idea that Keurig cares about the target audience and promote a positive brand identity.

Estimated Cost: $250,000

can appeal to multiple individuals. The articles and video should focus on the convenience and easy ways that Keurig help make your day easier or you do things faster.

Rationale: A BuzzFeed video hits our target audience perfectly because of the prevalence of BuzzFeed and our target audiences age range. BuzzFeed has an audience of around 650 million individuals and get an average of 9+ million views a month. Buzzfeed also has a huge social media following with their main Facebook page having 11,325,352 likes, Twitter has 6.51 million followers, and 15,242,258 subscribers on YouTube.

The BuzzFeed videos will also come across as a story or naturally created media instead of a paid for advertisements. The audience is notified about the fact the video was paid for, but main individuals see the sponsored content as BuzzFeed content. Their sponsored videos get the same amount of views on average as their non-sponsored videos.

Estimated Cost: $100,000

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