The On Demand market is well established in Europe and Kraft has established itself as a strong second place competitor in that market with Tassimo. Early in- market performance indicated that Tassimo’s potential in Canada mimicked growth curves in European countries. Tassimo had enjoyed first to market leadership but was significantly pressured by its closest North American competitor Keurig.1
(1 Source : David Ogilvy Awards)
Tassimo :
1 Customized Brew Process
Barcode technology automatically
adjusts the water temperature, brew
time, and water level to create the
optimal brewing conditions for each
beverage. For example, a cappuccino
is brewed with less water and at a
different temperature than a tea.
2 Greater Variety of
Specialty* Beverages
Makes a variety of cappuccinos, lattes,
chai tea lattes, skim milk lattes, hot
chocolate, Americanos, cremas,
and espressos.
3 Shorter Brew Time to First Cup
Brews coffees and teas in about a minute
and a half. The water heats as it flows
through the system so there is no need
to wait for the brewer to heat up after
turning it on.
4 Water Filtration/Ability to
Drain Water
Almost all water is contained in an
external, refillable tank. Water can be
filled, emptied, and refilled. Also, the
T46 and T65 models include a Mavea®
water filtration system.
5 Real Milk, 400% More Foam
Lattes and cappuccinos are made with
real milk** and create a delicious layer
of foam.
6 Semi-automatic Cleaning
Brewers offer semi-automatic cleaning
and descaling. Simply insert the cleaning
disc or descaling solution and push
a button! Each brewer has a lighting
system that automatically indicates
when descaling is required.
7 Lower Price per Serving
of Coffee
The average retail price per cup of
coffee is approximately $0.43***.
Keurig
1 Standard Brew Process
The brewer makes each beverage using
the same water temperature and brew
time unless you manually adjust it. Some
brewer models allow a choice of cup
size, but choosing a larger cup results in
a more diluted beverage. For example, a
tea is brewed at the same temperature
as a hot chocolate unless you make a
manual adjustment.
2 Limited Variety of Specialty*
Beverages
Specialty beverages are limited to powdered
milk chai lattes, café mochas, hot
cocoa, and hot apple cider.
3 Longer Brew Time to First Cup
Brewer must heat water internally before it
is ready to make the first brew. Water can
take several minutes to heat prior to brewing
the first cup.
4 No Water Filtration
Included/Cannot Drain Water
Inner “primed” water heater tank cannot
be drained without disassembly. This
means that up to 730 mL of water could
sit in the inner tank for days if left
unused. The majority of models do not
come with a water filtration system.
5 Powdered Milk, Little to
No Foam
Specialty beverages are made with
powdered milk and do not create substantial
foam.
6 Manual Cleaning
Manual cleaning is required. There is not
a descaling or cleaning indicator system
on all models.
7 Higher Price per Serving
of Coffee
The average retail price per cup of
coffee is approximately $0.76***
* Specialty beverages exclude coffees, flavoured coffees, and teas
** Concentrated Milk Product
*** Nielsen data, ending August 2011, GB+DR+MM, average retail price for Coffee/Flavoured Coffee
KEURIG is a registered trademark of Keurig, Incorporated
Source : tassimo.appsframe.com