Tassimo: The Barcode Brews it Better
Executive summary
Kraft had been the market leader of in-home coffee consumption for a number of years, with a strong presence in the two largest segments: Roast & Ground and Soluble. However, to grow it needed to develop a dominant position in the newest and fastest growing segment in the category, On Demand.
The On Demand market is well established in Europe and Kraft has established itself as a strong second place competitor in that market with Tassimo. Early in- market performance indicated that Tassimo's potential in Canada mimicked growth curves in European countries....