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Keurig At Home: Managing a New Product Launch

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


In February 2003, President and CEO Nick Lazaris faces critical decisions on Keurig's launch of a new consumer coffee brewing system. Keurig has successfully sold single-cup brewing systems through commercial distribution channels and is now expanding to the lucrative consumer segment. However, a meeting with key strategic partners six months prior to launch raised questions about the product design. This prompted the Keurig management team to revisit its decisions on product design, pricing, and the marketing plan. With six months to launch, what should the company do?



Anderson, E.T. (2017), "Keurig At Home: Managing a New Product Launch", Kellogg School of Management Cases.



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