Introduction A marketing mix is a set of tools and parameters by manipulating which marketers try to satisfy customers in the best possible way. The specific content of the marketing mix depends on many variables. First of all, on the characteristics of the market and product – for example, on the length of its life cycle. The marketing capabilities of the company itself are also important. The combination of these factors is used by the company to obtain the desired response from the target market. Product Section Positioning The Keurig brand positions itself mainly as a beverage company and one of the leaders of the industry in North America. As stated on the brand’s website (2021a), the company is “the first to bring hot and cold beverages together at scale” (para. 1). Keurig offers a wide range of products, specifically, the coffee brewing machines, which the brand introduced first in 2003. Brand Name The brand operates today under the name Keurig Dr. Pepper which is due to the fact that in 2018, companies Keurig Green Mountain and Dr. Pepper Snapple Group merged together. Moreover, the company has more than 125 licensed brands under its name, including Krispy Kreme, Gloria Jeans’ Coffee, 7Up, and Schweppes. Many of Keurig’s brands are considered leaders in their respective industries. Company Image The company has a strong positive public image, stating to be environmentally friendly and responsible. The Keurig Dr. Pepper website (2021c) claims that “we take a strategic approach to channel our energy and resources toward those opportunities that are meaningful to our planet, our business and our people” (para. 2). With constant action toward environmental protection, the brand has secured a strong position as responsible and ethical. Features & Benefits Keurig K-Classic Coffee maker is one of the most popular products offered by Keurig. The brewer can make coffee, tea, cocoa, specialties, and iced drinks in under a minute. Moreover, the machine offers different cup sizes: 6, 8, and 10 oz. (Keurig, 2021d). It has programmable features such as Auto Off and a 48 oz. Water reservoir for brewing. Moreover, the brewer offers the benefit of using travel mugs by making the drip pod removable. Packaging The product comes in a single carton packing with all removable details inside. The package is designed in silver tones, with the image of the coffee maker on the front, as well as featuring several brand names that cooperate with Keurig. Warranty Keurig offers a one-year warranty from materials or manufacturing defects on all its coffee maker machines. The warranty does not cover damages that were caused by faults in use or the use of non-compatible brewing cups. If the machine is replaced through a warranty, the new coffee maker will have another year of guaranteed protection. However, it is explicitly stated that the warranty applies only to buyers from the United States and Canada. After-sale Service Keurig offers various customer support services for its coffee makers. For example, if the client needs help with changing appliances, they can address the customer service on Keurig’s website. Additionally, customers can shop for new K-cups there, choosing from vast ass