Senseo: the marketing of a smart machine

Last weekend I had a sleep-over at my niece. The first thing we did was trying out her new Senseo machine. We wanted to drink latte macchiato, so she already bought some ‘crups’, those are little things to put in the machine that will make your favorite coffee. The krups from Senseo are the only ones that fit in the machine and are exclusively sold at the Bijenkorf or the Senseo store.
While we were making the coffee, we were talking about the fact that Senseo’s selling and marketing strategy is so well conceived that almost every household has one. That is asking for more research. How did Senseo create this special coffee moment for us that we are not willing to buy another machine?

Douwe Egberts said in the introduction: "Pot moments will be cup moments''. That did not immediately was the best slogan for the rusty Dutch coffee at home to change and re-conquer. Nevertheless, it was a big gap in the market to exist for that coffee was introduced by Philips. Moreover, the coffee drinker rather had a fresh cup of coffee than refills kept warm in a pot of coffee.

Philips and Douwe Egberts discovered by the survey carried out at today’s lifestyle a way of making coffee should be. They wanted a better quality more easily and also quickly.
The leaders of coffee and coffee machines (Philips and Douwe Egberts) had devised a whole new concept: Senseo Crema. That stood for top quality coffee from a super fast machine.

Philips and Douwe Egberts developed a sophisticated marketing strategy together. Their target group consisted women and men from 20 to 49 years. Their goal was, in the first year, that one of every six sold coffee machines should be Senseo coffee machines.

In developing the pricing, the alliance between Philips and Douwe Egberts was of strategic importance. The coffee machine is absolutely nothing without the krup or the pad. That gave them the opportunity to play with the price of the machine and the coffee.

The promotion strategy is obviously very important. That was really well thought out. Advertising campaigns, which the best coffees come forward so that you (even I, when I did not like coffee at all) yearns for the picture we see.
 Large-scale samplings resulted in a resounding success, because you as a consumer tasting at the discretion of a product almost cannot say no to a product. Because the personal contact with the seller is large, so that they can properly respond to your needs and can take away the possible drawbacks.

The goal was clearly stated that the Senseo was there, increasing the brand awareness.

Clearly Senseo a great marketing success. Douwe Egberts Coffee sells doubled the price than before the Senseo machine! For me, it is a coffee revolution, an innovation in the traditional market!

Senseo is well known for having the mouth watering commercials where the coffee seems perfect every single time!