Tag Archives: Keurig

Refreshing Soft Drinks at the Touch of a Button

Kuerig

Consumers are used to quickly brewing coffee at home with coffee-pod machines such as Keurig. But for cold carbonated beverages, choices have been limited to either pre-made sodas or using a carbonation system such as SodaStream. A new venture between Keurig and Coca-Cola is changing that model. The two companies have partnered on the Keurig Kold – a countertop machine that instantly makes chilled beverages including soft drinks, iced tea, and sports drinks in homes.

Keurig Kold is available online plus selected retailers in Atlanta, Boston, Chicago, Dallas, Los Angeles, and New York markets. The machine is priced from $299 to $369 per unit, plus an estimated $5.00 per four-drink flavor pod, including popular flavors from Coca-Cola.

The innovative flavor pods contain beads of carbon dioxide in half of the pod, thus providing carbonation without the need for a carbon dioxide tank. Refreshment and carbonation at the touch of a button, all on a home’s counter.

Group Activities and Discussion Questions:

  1. Pricing is usually a complex topic. Discuss the six steps for pricing (determining objectives, estimating demand, determining cost/profit relationships, select price level, set list price, and make adjustments).
  2. Discuss the various pricing models in class: demand-oriented, cost-oriented, profit-oriented, and competition-oriented.
  3. Show the video of the new product: https://youtu.be/M16A-IEvA0U
  4. Bring up Keurig’s Web site: http://www.keurig.com/content/kold-landing
  5. For Keurig Kold, divide students into groups and have each group work on any/all of the six steps.
  6. When setting the price level, assign each team a different model to use (demand-oriented, cost- oriented, etc.).
  7. Debrief the exercise. Compare the various pricing models and discuss advantages/disadvantages of each. Is the Keurig Kold priced appropriately for the target market?

Source: Brandchannel.com

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Keurig Announces Recyclable Pods

Keurig

Last month we wrote about the mounting problem of non-recyclable coffee pods from companies such as Keurig. Estimates are that one in three U.S. households now has a coffee maker that uses pods, and that enough pod trash has been generated to circle the globe more than 10 times.

This week, Keurig announced a new, recyclable, travel mug-sized coffee pod for its Keurig 2.0 system. The new K-Mug pods are made from a different plastic that, unlike the smaller pods, can be recycled – albeit not until it is separated from the lid and filter. The company admitted that its primary focus with the new product was not sustainability though; it was to deliver more brewing options and larger cups to customers. Keurig has reiterated its goal of making all its pods of recyclable plastic by 2020. How much trash will be circling the earth by then?

Group Activities and Discussion Questions:

  1. Discuss the difference between legal issues and ethical issues. Is what Keurig selling legal, or ethical?
  2. Poll students: How many have a Keurig or other pod-type of coffee maker? How do they dispose of the waste?
  3. View Keurig’s Web site: http://www.keurig.com/
  4. Discuss ethical considerations for non-sustainable packaging.
  5. Have students discuss options that Keurig (and other coffee pod companies) could implement with regards to social responsibility.

Source: Brandchannel.com

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Too Much Trash from Coffee Pods

Trash

Americans love coffee, and love easy-to-use products, too. Combine coffee with easy-to-use packaging and it is estimated that one in three U.S. households currently has a pod-based coffee machine such as Keurig, Tassimo, Nespresso, or other models. That means a lot of coffee pods are bought, and they all need to be discarded. Although companies claim the pods are recyclable, they do not appear to be so. Most pods are manufactured from number 7 plastic, include aluminum in the packaging, and are quite small – meaning the pods are not easily recycled.

With sustainability in products and packaging becoming a more compelling topic in marketing, what should companies do? The K-cup inventor, John Sylvan, originally intended the product for use in offices. He left the company in 1997 and now estimates that the single-cup brewing products product 10 times more solid waste than a cup of coffee made in a more conventional drip machine. Sylvan has gone as far as stating that “I wouldn’t do it now…. The world has changed in 15 years.”

Consumers and advocacy groups are calling for solutions to the problem. Even the pod-manufacturers realize that an environmentally-sound approach is needed, vowing to make the pods recyclable by 2020.

Group Activities and Discussion Questions:

  1. Discuss the difference between legal issues and ethical issues.
  2. Poll students: How many have a Keurig or other pod-type of coffee maker? How do they dispose of the waste?
  3. Go to the Web site for “Kill the K-Cup”: http://www.killthekcup.org/
  4. View the mockumentary about pod invasion on the site.
  5. Also, view CBS video about how green the coffee pods are:

http://youtu.be/MapDRRm40S8

  1. Discuss ethical considerations for non-sustainable packaging.

Source: Brandchannel.com, CBS News, East Bay Express, other news sources

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