Kould Machine Case Study Answers

. The Kold machine will be Keurig's first machine to make cold beverages. One of the primary features that the Kold machine will have is top brands such as Coca-Cola making themselves available to be used with the machine. Keurig is emphasizing the different choices of name-brand beverages and the technology to show value of the machine to consumers. Brands that are well known besides Coca-Cola, such as Dr Pepper are as well making themselves available to use with the Kold Machine. One of their huge competitors, SodaStream, does not have such a variety of distribution deals (they have one with PepsiCo Inc.). By affiliating with top brands, Kold is trying to appeal themselves to consumers. 2. A factor from the external marketing environment that could make the Kold machine a success is the technological changes.

Another consumer trend that could support the potential success of the Kold machine is the relationship it will have with other well known brands such as Coca-Cola. Consumers are likely to purchase products they already know, and the Coca-Cola brand is very well known throughout the world. Some factors from the external marketing environment that could hinder the success of the Kold machine is competition and social/cultural forces. The Kold machine will face its strongest competitor in SodaStream, which already has been available for quite some time. Even though Mr. Kelly (Keurig'c CEO) mentioned having surpassed competitors in the past this might be a different scenario. SodaStream might have already took most of the market away as analysts are stating it will be more expensive buying Kold pods than buying a can or bottle at the grocery store. These statements will most likely not help growth the industry as much as Mr. Kelly things. Another factor that could hinder the success of the Kold machine is the social and cultural