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Michael Guzman, Olivia Fosner, Jacob Cashman, Nolan Minter, Ashley Center, Luke Biggi

Group 29

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Michael Guzman, Olivia Fosner, Jacob Cashman, Nolan Minter, Ashley Center, Luke Biggi

Group 29

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Product

What is Kefir?

Fermented milk drink
Organic
Origin: Caucasus Mountains
Extremely Nutritious

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Package

Sustainable

Made from recycled

materials

Hint of luxury

Loving Neighbor

program

Minimalist design

Highlight our

products origins

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Kofe ready to drink beverages

YEAR ROUND:

Salted Caramel Macchiato
Matcha Green Tea Latte
Mocha
French Vanilla Latte
White Chocolate Mocha
Hazelnut
Pumpkin Spice Latte

HOLIDAY SPECIALS:

September 1st - November 1st

Dark Chocolate Pumpkin Spice Mocha
Earl Grey Latte

November 2nd - January 2nd

Peppermint Mocha
Dulce De Leche Black Tie

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Price

Nancy’s Kefir: Priced at $5.99 per 32oz
Lifeway Kefir: Priced at $4.99 per 32oz
Redwood Hill Farm Kefir: Priced at $6.99 per 32oz
Starbucks Iced Coffee: Priced at $2.79 for 11oz

Kofe: Priced at $4.95 per 16 oz

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Fact about the Market:

Usual Price for Kefir:

$4.99-$6.99

Usual Price for Ice Coffee:

$2.79-$4.29

Market Skimming:

Kofe: Premium price for premium product

Kefir Market:

Lower price, less volume, added ingredients

Coffee Market:

Increase in volume, as well as add ingredients. Increased price

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Promotion

Our Target Market:

Middle to Upper Class
Ages sixteen to fifty-five
Health Conscious Consumer

Promotional Outlets:

Social Media
TV/Newspaper/Magazine Ads
Sampling through grocery stores

-The main target market for our product includes the middle to upper class health conscious consumer, ages sixteen to fifty-five, who enjoys coffee/caffeinated beverages and also is looking for an intriguing, alternative product that offers a variety of health benefits and differentiates itself from the rest of the industry.

16-30: coffee crazed, care about trends, healthy bandwagon

30-55: looking for more high end products, care about quality, looking for benefits of the probiotics in keifr

-By promoting our product through social media, we are tapping into an extremely large portion of our target customers. Social networks such as Instagram, Twitter, and Facebook have many health conscious users who frequently endorse products they like and believe in, and many of these users have an immense number of followers with the same ideals.

-Incorporating television and magazine/newspaper advertisements for our product would ensure we were reaching the largest possible portion of our target audience. It is more than likely that those individuals who we are targeting who are not present on social medias either watch television or are subscribed to some type of magazine or newspaper.

-Lastly, by sampling our product at the grocery stores they would be sold at we are giving potential customers a chance to try our product first without taking the risk of purchasing it and not liking it. This promotional outlet is especially important for us to pursue because most individuals either do not know what kefir is or probably assume they would not like it, so by giving them a no risk opportunity to try our product, we are reaching those potential customers who were too doubtful or skeptical to buy the product on their own.

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Distribution

Our Distributors:

New Seasons

Whole Foods

Trader Joe’s

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Thank you for your time!

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Product

What is Kefir?

Fermented milk drink
Organic
Origin: Caucasus Mountains
Extremely Nutritious

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Package

Sustainable

Made from recycled

materials

Hint of luxury

Loving Neighbor

program

Minimalist design

Highlight our

products origins

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Kofe ready to drink beverages

YEAR ROUND:

Salted Caramel Macchiato
Matcha Green Tea Latte
Mocha
French Vanilla Latte
White Chocolate Mocha
Hazelnut
Pumpkin Spice Latte

HOLIDAY SPECIALS:

September 1st - November 1st

Dark Chocolate Pumpkin Spice Mocha
Earl Grey Latte

November 2nd - January 2nd

Peppermint Mocha
Dulce De Leche Black Tie

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Price

Nancy’s Kefir: Priced at $5.99 per 32oz
Lifeway Kefir: Priced at $4.99 per 32oz
Redwood Hill Farm Kefir: Priced at $6.99 per 32oz
Starbucks Iced Coffee: Priced at $2.79 for 11oz

Kofe: Priced at $4.95 per 16 oz

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Fact about the Market:

Usual Price for Kefir:

$4.99-$6.99

Usual Price for Ice Coffee:

$2.79-$4.29

Market Skimming:

Kofe: Premium price for premium product

Kefir Market:

Lower price, less volume, added ingredients

Coffee Market:

Increase in volume, as well as add ingredients. Increased price

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Promotion

Our Target Market:

Middle to Upper Class
Ages sixteen to fifty-five
Health Conscious Consumer

Promotional Outlets:

Social Media
TV/Newspaper/Magazine Ads
Sampling through grocery stores

-The main target market for our product includes the middle to upper class health conscious consumer, ages sixteen to fifty-five, who enjoys coffee/caffeinated beverages and also is looking for an intriguing, alternative product that offers a variety of health benefits and differentiates itself from the rest of the industry.

16-30: coffee crazed, care about trends, healthy bandwagon

30-55: looking for more high end products, care about quality, looking for benefits of the probiotics in keifr

-By promoting our product through social media, we are tapping into an extremely large portion of our target customers. Social networks such as Instagram, Twitter, and Facebook have many health conscious users who frequently endorse products they like and believe in, and many of these users have an immense number of followers with the same ideals.

-Incorporating television and magazine/newspaper advertisements for our product would ensure we were reaching the largest possible portion of our target audience. It is more than likely that those individuals who we are targeting who are not present on social medias either watch television or are subscribed to some type of magazine or newspaper.

-Lastly, by sampling our product at the grocery stores they would be sold at we are giving potential customers a chance to try our product first without taking the risk of purchasing it and not liking it. This promotional outlet is especially important for us to pursue because most individuals either do not know what kefir is or probably assume they would not like it, so by giving them a no risk opportunity to try our product, we are reaching those potential customers who were too doubtful or skeptical to buy the product on their own.

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Distribution

Our Distributors:

New Seasons

Whole Foods

Trader Joe’s

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Thank you for your time!