Challenge: Plan-it worked with a major retail coffee brand as it considered entering the arena of gourmet coffee product offerings.

Objective: To assess the viability of premium espresso offerings from the brand.

Solution: Through exploratory work among gourmet drinkers in multiple markets, Plan-it assessed the brand’s coffee platform, its relative position in the marketplace and the opportunity to extend its line of coffee products including gourmet espresso products.

Result: Plan-it made recommendations for long-term planning for the coffee line, including which new coffee products would offer the greatest opportunity for brand expansion and how to position the new products for launch.