As further investigation, I looked at how the public sector interprets the actions of the brand, logging onto social networking site, Facebook has provided me with a public opinion, showcasing what ideas have worked better than others...
As you can see all the comments aren't in English which is reflected in previous research, this is because Douwe Egbert's hold a much larger market share in other countries...so why isn't it as popular in England?...
Sometimes the difference could be some form of a novelty, childhood memories where built on these, remember when you used to buy cereal based on what toys where hidden in them?
The idea of a coffee cup that can be used in the home environment and on the go is a viable route, it just has to be different and more effective in the home environment than the e.g. below which has clearly been made for coffee on the go.
In my opinion, the idea below would be a very strong concept to develop, not only would it be engaging, but it would offer the younger generation some interactivity with their coffee and take the blandness away from making and brewing a cup of coffee, Its quite obvious to coffee drinkers that instant coffee packs less of a punch than ground coffee, so why not enhance the impact and appeal of instant with a similar idea to the one shown below?
Coffee is often drunk in conjunction with some form of a biscuit just as tea is, especially in the home environment...
Facts & Statistics
Contemporary Disposable cups...Decorative vs Minimal...
Starbucks repackaging....
For a better understanding of the market, I gathered research from a fellow peer who had compared Major shareholders in the coffee segment, this provided me with all of their aims as companies...
The differences between Ground & Instant coffee...
Instant coffee is already brewed and then dried. That's why you just have to add hot water and it's ready to drink. Ground coffee comes from raw roasted green coffee beans, then ground. It needs to be brewed. Quality wise, nothing beats fresh brewed.
Food packaging...
http://www.angrau.net/FSDStudyMaterial/FDEN224.pdf
Food packaging...
http://www.angrau.net/FSDStudyMaterial/FDEN224.pdf
THE EDIBLE CUP!
Inside the coffee cup is a lining of icing sugar, which serves to insulate the cup and make it waterproof. Enjoy eating a biscuit while drinking coffee with sugar at the same time, and then revel in the fact that you’re not making a carbon footprint because no paper or plastic is involved. Oh, I just can’t stand it! Take me to Venice so I can drink a Sardi cup every single day! According to TheWateringMouth.com, these will be available in the US soon, so keep a look out…or just call Lavazza a whole bunch so they can speed up the exporting process. Don’t really do that…but let’s hope a crazy coffee addict like me does. Happy drinking! I mean, coffee drinking!
PACKAGING!
The concept - In light of all my investigation - Douwe Egberts instant coffee is sold in quite a proportion, if your targeting the younger generation then money isn't disposable enough to buy such an amount of coffee weekly.
I thought it would of been a good idea visually and theoretically to create a packaging design that makes it... 'not so expensive the younger people resist to buy, but cheap enough and luxurious enough to buy weekly'. Creating a product that younger people can buy weekly seems much more attractive. With all this in mind I've thought about creating a similar packaging design to the one below...
Moderation is key - Servings - 10 cups per triangle - this sounds like a reasonable figure, enough for younger people to buy weekly?
Other examples... Although the items are focused around tea and coffee, the design isn't prevalent in your high streets shops, I also think none of them have been branded as effectively as possible! I really the idea of stacking the triangles up to create a wall. This would stand out considerably more than other items, especially if the correct branding is applied.
High street pricing...
Plan of action - Target instant coffee, rebrand the packaging and create a promotional campaign to support and rejuvenate interest, especially among the younger generation. Take the basis design of 'Senseo' and permeate its impact through the instant range, while keeping its traditional heritage.
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