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Abstract
The case examines in detail the market for coffee creamers in general and Coffee-Mate, the undisputed ''king'' of the creamer market, in particular. The perceptions of the public towards creamers, and the growth of health consciousness, figure strongly in the product policy and marketing strategy. The case reinforces the need to identify and segment target markets and to position a product in the minds of consumers. It also provides practice in creating a marketing strategy for a developing target market.
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Abstract
The case examines in detail the market for coffee creamers in general and Coffee-Mate, the undisputed ''king'' of the creamer market, in particular. The perceptions of the public towards creamers, and the growth of health consciousness, figure strongly in the product policy and marketing strategy. The case reinforces the need to identify and segment target markets and to position a product in the minds of consumers. It also provides practice in creating a marketing strategy for a developing target market.
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