Cometeer Assignment
Rutvi Savaliya
NEW JERSEY CITY UNIVERSITY, School of Business, Marketing Department
MKTG 231 Principles of Marketing, 2111
Due Date: Tuesday, October 29, 2024
CERTIFICATION OF AUTHORSHIP:
I certify that I am the author of this work and that any assistance I have received in its
preparation is fully acknowledged and disclosed. I have also cited any sources from which I used
data, ideas, or words directly quoted or paraphrased. I prepared this work specifically for this
course.
1 | Page
, MKTG 231 Principles of Marketing Week10212024
Chapter #7. Customer Value-Driven Strategy: Creating Value for Target Customers.
Chapter #18. Creating Competitive Advantage.
Rutvi Savaliya
PERFECT COFFEE IN AN INSTANT, WITHOUT THE INSTANT
COFFEE!
+5 points Participation Exercise.
Simply answer each question beneath the question using blue ink. Write complete sentences.
Use formal business writing. Please be mindful of grammar, spelling and punctuation.
Due: Tuesday, October 29, 2024 11:59 PM
1. What type of product is Cometeer coffee? Define/classify.
Cometeer is a premium frozen coffee product that represents a unique hybrid between ready-
to-drink and specialty coffee categories. The product consists of flash-frozen coffee capsules
that combine the convenience of instant coffee with the quality of specialty brew (Chen &
Habibi, 2023). The innovative format creates an entirely new product classification in the
coffee market, positioning it as a "super-premium convenience coffee" that bridges the gap
between traditional instant coffee and freshly brewed specialty coffee from high-end cafes.
2. Describe the target market consumer. More specifically, identify the segmentation variables
used to select target market members?
The target market for Cometeer consists of affluent, urban millennial and Gen Z consumers
who value both quality and convenience in coffee experience. The key segmentation
variables include: demographic (age 25-45, higher income, urban/suburban locations),
psychographic (coffee enthusiasts, early adopters of innovative products, health-conscious,
sustainability-minded), and behavioral (willing to pay premium prices for quality, values
convenience, regular coffee consumers, digitally savvy). The consumers are professionals
who appreciate specialty coffee but face time constraints in daily routines (McDougal et al.,
2023).
2 | Page
Rutvi Savaliya
NEW JERSEY CITY UNIVERSITY, School of Business, Marketing Department
MKTG 231 Principles of Marketing, 2111
Due Date: Tuesday, October 29, 2024
CERTIFICATION OF AUTHORSHIP:
I certify that I am the author of this work and that any assistance I have received in its
preparation is fully acknowledged and disclosed. I have also cited any sources from which I used
data, ideas, or words directly quoted or paraphrased. I prepared this work specifically for this
course.
1 | Page
, MKTG 231 Principles of Marketing Week10212024
Chapter #7. Customer Value-Driven Strategy: Creating Value for Target Customers.
Chapter #18. Creating Competitive Advantage.
Rutvi Savaliya
PERFECT COFFEE IN AN INSTANT, WITHOUT THE INSTANT
COFFEE!
+5 points Participation Exercise.
Simply answer each question beneath the question using blue ink. Write complete sentences.
Use formal business writing. Please be mindful of grammar, spelling and punctuation.
Due: Tuesday, October 29, 2024 11:59 PM
1. What type of product is Cometeer coffee? Define/classify.
Cometeer is a premium frozen coffee product that represents a unique hybrid between ready-
to-drink and specialty coffee categories. The product consists of flash-frozen coffee capsules
that combine the convenience of instant coffee with the quality of specialty brew (Chen &
Habibi, 2023). The innovative format creates an entirely new product classification in the
coffee market, positioning it as a "super-premium convenience coffee" that bridges the gap
between traditional instant coffee and freshly brewed specialty coffee from high-end cafes.
2. Describe the target market consumer. More specifically, identify the segmentation variables
used to select target market members?
The target market for Cometeer consists of affluent, urban millennial and Gen Z consumers
who value both quality and convenience in coffee experience. The key segmentation
variables include: demographic (age 25-45, higher income, urban/suburban locations),
psychographic (coffee enthusiasts, early adopters of innovative products, health-conscious,
sustainability-minded), and behavioral (willing to pay premium prices for quality, values
convenience, regular coffee consumers, digitally savvy). The consumers are professionals
who appreciate specialty coffee but face time constraints in daily routines (McDougal et al.,
2023).
2 | Page
