Coffee maker single brew is a marketing success

When I say that the coffee maker single brew is a marketing success, I am not just merely saying it. If you really explore it via the 4 Ps of marketing, you would note that this single cup coffee maker not only meet a few but in fact score high points for all the 4 Ps.

For those that know a little about marketing, you would know that the 4 Ps are product, price, place and promotion. In order for a product to be successful in the market, it needs to meet as many of these criteria as possible.

The first criteria which the coffee maker single brew does well in are of course in the product itself. This is the reason why it is so popular in the first place, consumers like it because it it easy to use and very easy to maintain. It is in addition very easy to store.

After scoring well in the product department, you would note that single serve coffee maker such as the keurig coffee maker or in fact any of these machines are very reasonable when it comes to the pricing portion.

Most of them do not cost more than the price of a high end filter drip coffee maker. One such example is the keurig b40 coffee maker, priced at about $90, it is about the price of a filter drip coffee maker with programmable feature.

No matter how great the features you have, you must be able to reach your consumers, if the consumers cannot find you, you are as good as not having any products. So, the next "P" which is place is the channel which you are distributing.

Most of the single cup coffee brewers embrace the internet as their preferred choice in retailing their coffee machines and they have done so with great success. Other than very comprehensive online stores, they have also in place a set of very sound online marketing strategies.

Currently, about 30-40% of their sales are generated online and I believe as time goes by, more of such sales would be done online.

The last "P" which is promotion is what I think the coffee maker single brew done the best in. Other than creativity, the channels which they are using to market their products are also very innovative.

Take for example, Tassimo when launching its new Bosch machine in Europe, the main platform is via you tube. And keurig did not do any conventional form of advertising but generated a lot of buzz by sponsoring the Golden Globe award 2009.

I do not know if it is by chance or it is planned, but the entire marketing elements can be seen fulfilling in the single cup coffee machine foray into the market. And of course, with the success that they are having, we know that what Philip Kholer or Michael E. Porter says about all those marketing stuff is correct and is real!