IMD-5-0674 © 2005
Walsh, John; Deschamps, Jean-Philippe; Bourgeois, Henri; Pahwa, Atul
Sara Lee D.E. and Philips attached services to launch Senseo; a groundbreaking single-serve coffee-brewing system in Europe and had tremendous success. Now they needed to determine how best to balance yields between the margins on the java and appliance sides of the business in addition to determine on their price strategy as they enter the US.
Should they maintain the same policy as in Europe and give the machine to generate income on pods away? With brick and mortar; should they remain in terms of distribution or go online as well? Given the pull of should; P&G they should; the be promoted by them coffee or both?
Senseo Establishing A New Standard In The Home Coffee Market case study solution
Subjects: Coffee Beverages; Home appliances; Marketing; Joint venture; Partnership; Alliance; Philips; Sara Lee; Consumer goods; Pricing
Settings: Europe; US; Consumer goods; Food and beverages; Sara Lee D.E (Euro 4.7 billion); Philips (Euro 29 billion); February 2004
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