All of us knows about keurig coffee machines, they are currently the most popular singe serving coffee maker in the market, lets not quote their success.
They have so much media exposure, so one would think that smart marketing has a lot to do with their success and it is not about the one cup coffee solution.
These methods are featured in our coffee courses.
Let's instead look at nespresso. They do not have the largest market share, did not do any innovative marketing, but yet they are also experiencing rapid growth.
The economists and experts all said that this economic downturn is the worst there is since the great depression. So, no matter how good the coffee maker ratings you get, sales of machines would not be good.
But, why are machines such as keurig coffee maker and even nespresso enjoying rapid growth? The fact is, people would still drink coffee, and as people need to turn their attention to more important things, they want their favorite beverage to be prepared in the easiest manner possible, thus the one cup coffee solution.
So, how rapid was the growth of the nespresso single serving coffee maker? It grew by 30% in 2008 and bring in for Nestle a sales of 2 billion swiss francs.
That amount is not big by nestle account, only about 5% of its entire sales, but no one can deny that 30% is something no other nestle sku would be able to achieve.
And here we are not even talking about the market leader in the single cup coffee market, can you imagine the type of growth keurig k cups would have?
OCM was started in 2007, focusing first on coffee machines, then marketing for coffee and food and beverage companies. Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
OCM has also created many marketing workshops and classes for the F&B industry. Many of the modules are running in the Singapore Skillsfuture Classes in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes.
For the readers (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).
To connect with coffee and F&B practitioners, join our growing F&B group on Linkedin (20 000 and growing).
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