KeepCup Case Study - Strategically Expanding the Business - Marketing Techniques - Marketing Assignment Help

Assignment Task

KeepCup: a little idea makes a big impact

KeepCup first launched in Melbourne, Australia, in 2009 and since then has been strategically expanding its business. They are currently selling in more than 65 countries globally. A ‘KeepCup’ is a reusable coffee cup that has gained sales globally because of its many benefits when compared to a takeaway coffee cup. Although there are other similar products on the market, the existing options do not meet consumers’ high standards. KeepCup entered into the crockery market and revolutionized it by supplying a product that was not just for home use but instead an on the go product. Some of the benefits of a KeepCup include how it is reusable, recyclable, how it can be personalized and of course how coffee lovers no longer need to battle with cheap, plastic coffee lids. As products gain momentum so does the marketing techniques behind them and customers are the foundation in which these techniques are based off. Marketing has played an extensive role in the success of KeepCup and has provided a vast variety of positive association towards all users of the product and have cut over three million disposable cups from circulation. Customers are now able to efficiently consume their drinks and have the preference of buying one or making it themselves, which was never an option prior to KeepCup being created. In order to make their product attractive to customers, KeepCup placed emphasis on the positive environmental impacts using a KeepCup has over a disposable option. Their philosophy is that people want to buy their products due to “the way they look and feel, and continue doing so
because they form a positive habit” (KeepCup, 2017). This statement indicates that once consumers purchase one KeepCup, they are likely to be repurchasers due to their commitment to a sustainable lifestyle.

Value:

KeepCup has many positive attributes, including a stable lid, which means the cup will not leak when being carried around and drunk from. Additionally, there are options available for customers to design their own cups that are likely to encourage them to continue buying KeepCup products to expand their personal collection. KeepCup’s have various parts and accessories which they can elect to add on, as well as decorate their cup with their favorite sporting team or movie characters. Customers can not only pick their own colors and materials but also personalize and design their own unique KeepCup. It allows users to express and promote their own interests, personalities, and style. As a result of these attributes, the KeepCup outperforms its competition. Secondly, KeepCup is made out of Polypropylene Silicon LDPE, which helps facilitate the recycling process. On the flip side, many disposable cups are lined with polyethylene which contaminates the recycling stream. KeepCup, consumers are able to enjoy a better taste when compared to a regular take away cup due because the KeepCup eliminates the waxy taste which is associated with a takeaway coffee cup.

Pricing:

Abigail Forsyth, KeepCup Co-founder, and Managing Director state the initial pricing for a KeepCup was set at $8 AUD (38 DKK), however, while at the Melbourne Design Market, she came to the realization that customers were willing to pay more based on the value they perceived it to be. Forsyth then implemented that feedback and so, today’s prices start at $11 (52 DKK) for the smallest cup and go up to $42 (200 DKK) for special edition cups. Although these prices may seem too high for a plastic cup, consumers are willing and able to pay these prices due to the value they place on the product and its various benefits.

Promotion:

Besides websites, videos, emails, and blogs, KeepCup also uses social media such as Facebook, Twitter, and Instagram to interact with consumers by reposting images on their own account, which is an example that justifies the interrelationships between marketing and customer value. Using social media is a just marketing technique but also making clients feel they are part of the KeepCup community. Also, this indirect advertising strategy does not make social media users feel overwhelmed because of the feeling of sharing and loving society.

The future is Green:

In KeepCup’s marketing mix, it is clear that their strategy prioritizes the Product aspect. This is demonstrated through their high-quality design and the usage of biodegradable materials throughout product development. KeepCup is the pinnacle of counteracting wastage problems and ensuring a greener future. The breakeven number with a disposable cup is 15 uses, which indicates KeepCup users start saving trees, water, and energy after 15 cups of coffee. Disposable coffee cups are at an all-time high, with 500 billion cups are used per year: if lined up, they could circumnavigate the world 1360 times. These benefits continuously attracting new customers, but KeepCup still contains weaknesses and threats that Forsyth and her team needs to improve.

Take-home Assignment Your task is to put yourself in the place of a marketing analyst, and critically evaluate the marketing mix (4P's) of KeepCup from the above case study. In particular, you are required to investigate how well the firm has designed its marketing mix to meet the needs of the target market. Your critical evaluation of the firm’s use of the marketing mix will support your recommendations of how the current marketing mix could be improved to enhance customer value.
You must use KeepCup as an example to explain these concepts.

This assignment comprises of two parts:

The first part of your plan must include the following:
a. Introduction to brand
b. An analysis of the target market
c. A description of the current marketing mix
d. An explanation of how well current marketing mix meets the needs of the target market

The second part of your plan should outline recommendations for improvement. In this, you should use both readings from the course, but also read more widely. The focus should be on providing empirical evidence that your recommendations are likely to work for KeepCup. Things you may wish to consider include:
a. Why your choices are the best for this brand
b. Whether your recommendations are supported by empirical evidence, and if not, your
justification for this decision

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