I characterized the range based upon the cultural background from where the product
belongs. For example, Matcha Tea came from Japanese origin; therefore I
characterized it based upon its origin. This brought in some cultural diversification into
the product range and that would cater to larger market based upon its innovativeness.
Another innovative approach was Keurig K-Cup brewing systems designed to brew one
cup of coffee, tea, hot chocolate or any other hot drink. The grounds were in a single-
serve coffee jar called a "K-Cup" pack, which consists of a plastic cup, an aluminum
cap, and a filter. Each K-Cup pod was filled with coffee grounds, tea leaves, cocoa
powder, fruit powder, or other ingredients, and is flushed with nitrogen, sealed for
freshness, and impervious to oxygen, light, and water. These were categorized as
express coffee making systems.
Coffee pods are good because they enable one to get the test of his or her favorite
brew. K-pods are important because of the fact that they save time. The cafes and
restaurants are therefore able to save time when it comes to serving the clients. There
is no need of using the beans to measure coffee hence no need of quantities and
b) How did the degree of innovativeness of the product impact how the product was
Green Mountain Coffee Roasters became the first roaster to offer its coffee for the
newly marketable Keurig Single-Cup Brewing System in the Keurig "K-Cup" pod and in
1998 Keurig delivered its first office-designed brewing system, the B2000. Distribution
began in New York and New England. At that time, the target market was still office-
designed, and Keurig hoped to capture it. To meet brand loyalty and consumer tastes,
Keurig chased and enlisted a range of regionally recognized coffee brands that catered
to different flavor preferences, with introduction of culturally dynamic range as an
innovation of the product.
c) Were there any problems with the introduction of your product?
When Keurig first built the brewing machine at first, it had its own defects, like not able
to turn on, or won't heat water are examples. That’s why over the years it has built over
60 different models and each model has its own kind of benefits. Also, other problems
related to introduction of the product included the dynamic production for the diversified
range. The supply chain could get complicated as for different culture; the raw material
is to be sourced authentically from the origin state or country.