Some of you that have been drinking coffee for a while would remember Breville coffee maker as a fully automatic espresso machine. But, do you know that they also have a single cup brewer version?

In fact, for their single serve machine version, they are using the k-cups and that is what makes them so special. I have written many articles about Keurig machine, on what they are good at and how they would value add to us.

If you have read those reviews, you would know that this is a brand which has very good machine, so why would it want to co-brand with another machine. I do not have the exact details, but I believe this is the start of what marketing folks call the lateral integration.

Rather than growing their market organically, which means they would have to get one customer at a time, a faster way to grow their market share is to poach customers from competitors.

But, this is not an easy step as every brand would have their own loyal followers. So, rather than competing with each other, co-branding would be beneficial to both companies.

In the case of Keurig and Breville, by doing this joint venture, the former would get access to latter customers base, while Breville would be able to get any new customers that love to drink coffee from k-cups.

I might be wrong, but this is the first time I have seen such a collaboration between two coffee companies and it might be the start to the many that would come as the market is saturated and competition intensified.

So, what is special about this coffee maker is it’s single serve ability and the joint venture that it is doing with another company that technically is its competitors.

Join our free coffee course for better coffee, or download ebook about getting free coffee at http://www.oncoffeemakers.com or simply learn more about Breville coffee maker at Ebenezer coffee maker site

Author: Ebenezer Heng
Article Source: EzineArticles.com
Provided by: Benefits of electric pressure cooker

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