Some people might want to try a new coffee each week. While some people cherish consistency and predictability in their coffee, others like to experiment.įor these people, a coffee machine can be very practical because it gives them the ability to experiment with different coffees and brewing methods. People who want to experiment with different coffees and brewing methods For such people buying a coffee machine and using the same brand and make of coffee or coffee capsule is the answer. But prefer to have a consistent coffee taste. In this case, they are almost sure to get a coffee that tastes different. Sometimes, people don’t get the chance to go to the same coffee shop each time. This is because each barista makes coffee slightly differently. People looking for consistency in their coffeeĮach time someone goes to a cafe, they might get a different tasting coffee. Many busy people will put a portable coffee machine in their offices for this very reason. They might be busy with work, taking care of their family, or have other commitments that mean they can’t leave their home.įor these people, having a coffee machine at their disposal means they can have a fresh cup of coffee without having to leave their homes or offices. Many people just don’t have the time to go out for coffee. People who have time constraints and don’t have time to go to a cafe But what if it’s late at night and they want a coffee? Or, what if they want to enjoy a quiet cup of coffee in their own home?įor people who appreciate fresh, high-quality coffee, a coffee machine is the perfect solution. Of course, they can also get this same coffee from a cafe. Money aside, people also buy coffee machines because they can fresh, high-quality coffee anytime they want, without leaving their home. People who appreciate fresh, high-quality coffee What this calculation shows is that within 3 months, a person who has just 1 coffee per day can recover their investment in a coffee machine.Īnd so clearly one of the key segments of the target market for coffee machines are people looking to save money! 2. To this, we add the cost of the machine which was $200. Over the same 3 months, or 90 days, the coffee at home will cost 120 X $0.3 = $36 in capsules. Over 3 months, or about 90 days, the coffee shop will cost the person 90 days X $3 = $270. To see the ROI with a coffee machine, we’ll compare costs between using the coffee machine with capsules and the coffee shop over a period of 3 months. Let’s assume that this same coffee costs them $3 at their local coffee shop. Let’s also say that the person who buys this machine has a cup of coffee each morning. Let’s say that you can make coffee with this machine using a coffee capsule. Let’s say that a middle-of-the-road coffee machine costs $200. The quickest way to see the financial benefit of saving money by making coffee at home is to do a return on investment calculation. People who want to save money by making coffee at home Let’s look closely at the needs of each of these segments. People looking for a gift for someone else.Offices and businesses that want to provide coffee for their employees.People who want to experiment with different coffees and brewing methods.People looking for consistency in their coffee.People who have time constraints and don’t have time to go to a cafe.People who appreciate fresh, high-quality coffee.People who want to save money by making coffee at home.Such an analysis gives us the following segments of the target market for coffee makers: Once we understand the customers’ needs and therefore their motivation, we can segment the market and study each segment to see what attracts them to a coffee maker. One of the best ways to understand the target market for coffee makers is to understand people’s motivations for using a coffee maker to make coffee by themselves instead of going to a cafe or a coffee shop. Who Is The Target Market For Coffee Makers?
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