Read the article and answer the following questions: http://brandchannel.com/201

Question

Read the article and answer the following questions: http://brandchannel.com/2015/12/07/jab-buys-keurig-120715/

Keurig just announced a new, recyclable, travel mug-sized coffee pod for its Keurig 2.0 system. The new K-Mug pods are made from a different plastic that, unlike the smaller pods, can be recycled – albeit not until it is separated from the lid and filter. The company admitted that its primary focus with the new product was not sustainability though; it was to deliver more brewing options and larger cups to customers.

1. What are the ethical considerations for non-sustainable packaging?

2. Think of some options that Keurig (and other coffee pod companies) could implement with regards to social responsibility.

Explanation / Answer

keurig company had seen a downfall in its growth and losses which led to revamping of strategies this also ensured that the company does a complete changeover coca cola having a share of 17 % ensured that the company come out of debt infact they pumped in huge amount of money to see that the packaging of the coffee is done more attractivley they also ensured that marketing is done vigorously so that they come out of the losses and the product is liked by the end users. The packaging of the product was not attractive which led to the downfall of the product and also was neglected in the market due to bad packaging. Later on the startegy of above the line and below the line margins were focussed by this and resulted into growth of the product. Companys like Keurig who had good dominance and presence in the market had to see that in all the parameters they were degrading which needed to be taken care of a piece of advise to all the coffee making companys is it work on the principle of SWOT and analysis and focus more on BTL,ATL activities so that the product awareness is done which ultimateely will result into growth of the product and late shall ensure that the YOY and Like to like growth is maintained. The company can start doing CSR activities and start contributing to the society by giving samples and doing sponsors at various events.

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