Table of Contents Coffee Mate: A brief Introduction

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Coee Mate: A brief Introducon 02

Benets of Coee Mate 02

• Shelf Life

• Ease of storage

• Flavors

• Packaging

• Savings

Limitaons of Coee Mates 03

• Misconcepon: Dry powdered milk vs. Co$ee creamers

• Sugar levels

Mulple Segment Markeng 04

Evaluaon of TGI’s User survey 05

• The Experimentalist

• The Cost Constrained older and conservave

• The A+uent Young foodies

• The Cost Constrained, Young families

• The A+uent

Why is the Experimentalist’s segment more viable: Analysis 06

Proposed Adversement of Coee Mate 07

• Reasons for its appropriateness

COFFEE MATE

Coffee Mate is a product of Nestle which was launched in 1961. It is a coffee

creamer which is available in powdered form as well as liquid form. The ingredients

of Coffee Mate as published on Nestlé’s website are, Sodium caseinate,

monoglycerides, dipotassium phosphate, sodium aluminum silicate, acetylated

tartaric acid, esters of mono- and dyglycerides, artificial flavor, color. It was launched

as the first non dairy creamer in the market. However, it does contain a few milk

derivatives which are used in the product. [www.nestle.cn.com]

1. Benefits Of Coffee Mate & limitations of sales

Coffee Mate is very similar to milk as far as taste is concerned. It can

therefore be substituted with ease. It can be beneficial to those who are allergic

to lactose. Coffee Mate is also a vegetarian product. It is also available in forms

of low fat, sugar & cholesterol- free. Coffee Mates shelf life is approximately 2

years and requires no refrigeration (unless if it is in the liquid form). This ensures

that it not only saves space and energy but also time as one does not need to

buy it on a daily basis or as frequently as they would buy milk.

Coffee Mate has a distinct advantage over other competitors in its

category in that, they are available in numerous flavors. They are available in

lucrative flavors such as French vanilla, chocolate macchiato, crème brulee,

vanilla chai spice, café latte. They also offer the seasonal flavors such as ginger

bread, eggnog latte, pumpkin spice. Some flavors such as these are available at

coffee houses like Barista but at very expensive rates.

Consumers of Coffee Mate observe that coffee mate enhances the taste

of their coffee and gives it a creamy consistency which can only be provided by

fresh cream. They believe that it is comforting and relaxing. Coffee Mate also has

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Table of Contents Coffee Mate: A brief Introduction 02 Benefits of Coffee Mate 02 Shelf Life Ease of storage Flavors Packaging Savings Limitations of Coffee Mates 03 Misconception: Dry powdered milk vs. Coffee creamers Sugar levels Multiple Segment Marketing 04 Evaluation of TGI's User survey 05 The Experimentalist The Cost Constrained older and conservative The Affluent Young foodies The Cost Constrained, Young families The Affluent Why is the Experimentalist's segment more viable: Analysis 06 Proposed Advertisement of Coffee Mate 07 Reasons for its appropriateness COFFEE MATE Coffee Mate is a product of Nestle which was launched in 1961. It is a coffee creamer which is available in powdered form as well as liquid form. The ingredients of Coffee Mate as published on Nestl?'s website are, Sodium caseinate, monoglycerides, dipotassium phosphate, sodium aluminum silicate, acetylated tartaric acid, esters of mono- and dyglycerides, artificial flavor, color. It was launched as the first non dairy creamer in the market. However, it does contain a few milk derivatives which are used in the product. [www.nestle.cn.com] 1. Benefits Of Coffee Mate & limitations of sales Coffee Mate is very similar to milk as far as taste is concerned. It can therefore be substituted with ease. It can be beneficial to those who are allergic to lactose. Coffee Mate is also a vegetarian product. It is also available in forms of low fat, sugar ...
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