single cup coffee maker but regardless, they would have heard of how crazily popular this coffee machine is. This is a machine that was totally unheard of until the 1990's and it has within a span of less than 10 years occupied close to 40% of the world coffee makers' market.
Now, that is remarkable for the coffee maker single brew. It is very nondescript, very simple looking and does not seems to have the bells and whistles of the fully automatic espresso machine, so what is the factors that are drawings droves of consumers to this genre of machine?
If you read through my articles, I have covered many good points about this machine, so if you are someone that studied marketing, the first "P", that is product is very well done. In fact, the single serve coffee maker can be considered a true marketing success story.
When it comes to the next "P". pricing, a keurig coffee maker b40 that has all the necessary features to brew great coffee is about the pricing of a programmable drip filter coffee brewer. So, which one would you want to get? A machine that is able to brew you espresso easily or a brewer that would requires you to put in lots of work for a filtered coffee.
How can coffee machine rental cost be so low or even free?
Many users vote these as the best office coffee machine.
This coffee survey show us what is the most popular coffee machine in the office.
They are the first and many users also vote them as the best office coffee service provider.
The 4 most popular Office Coffee Machines for your Pantry
However, personally I think the key success factor for the these coffee maker single brew is in its promotion "p". The elements which they have done is totally non conventional and appealing to the consumers.
Take tassimo for example, before their launch of tassimo in Europe, they circulate a series of videos highlighting the value of the new bosch machine and have the whole cyber space buzzing about it.
Then, you have nespresso making a very sleek commercial using George Clooney as the spokesperson. Keurig on the other hand endorses this year Golden Globe event and all the participants for this event are armed with a keurig b70 brewer.
The last "P" would be the place of distribution. Most of these single serve coffee uses internet as one of their distribution network and I believe this has greatly assist them in reaching more consumers.
Does it matters that Malaysia does not have a keurig office? All one need to do in Malaysia is to Google keurig and then find one of the online stores that does international shipping and he or she would be able to enjoy keurig brewed coffee anywhere in the world!
So, the coffee maker single brew does not have one but in fact many competitive advantages and in fact, you can consider it to be a true marketing success...
OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).
Learn more about the event on The Power of Market Research organised by Alumni of Adelaide University.
**Gain insights into Singapore Industry with a free F&B industry report valued at $495.
See you on 24 August 1630 hr. (Sign up below)
Free tickets code: adelaide0823
Starting a coffee shop?: Free Cafe Setup cost Calculator
Featured coffee brewing method: How to prepare V60 Coffee?
Previously: Making Coffee with a Coffee Sock.
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Choosing: Office Coffee Machine
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SkillsFuture Series: F&B Market outlook