HOW KEURIG BREWED A RETURN TO GROWTH

Summary from the TLDR Marketing newsletter

Keurig's GTM strategy originally focused on machine placement to drive high-frequency pod purchases, but it stalled growth due to customer backlash due to excessive DRM restrictions. Under the new CEO, the company shifted from a saturation mindset to segmentation, targeting new usage occasions and environments such as dorms, offices, and small households. Strengthening partner incentives and rethinking pricing also helped rebuild alignment across retail and brand collaborators.