Tassimo: The Barcode Brews it Better

Tassimo is an on-demand home coffee maker, made by Kraft Foods, which wanted to increase household penetration in Canada by five points in 2010-2011 in order to drive sales of the Tassimo brewing machine and its coffee pods.

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....

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