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Keurig Green Mountain, Inc. Message Board

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  • tigerpac tigerpac Aug 5, 2010 4:37 PM Flag

    I can't wait

    The author has done a poor job of researxh.

    Obvious errors included:

    1. Starbucks reported at their last conference call (9 month results) that they "were on track to reach $100 million Via sales for it's first year. They had be averaging $8 million sales per month globally. So unless they did 3x the avg sales in July, the sales total is more like $80 million for 10 months (assuming we can trust Starbuck's numbers to begin with).

    2. Starbuck's has never claimed to have 30% of the single serve/coffee pod market. Where the author pulled that number from is incredulous.

    3.Claiming the space has only $330 million sales is laughable. GMCR has already reported far more than that by itself.

    4.Via has been in Costco since it's launch 10 months ago. Not in a few test stores, but practically all it's stores.

    All in all, the article is a joke.

    <Starbucks (Nasdaq: SBUX) announced that its Via instant-coffee offering has been a huge hit with consumers, raking in $100 million in sales in its first 10 months of existence. But if Starbucks is winning ... who's losing?

    At first, the coffee giant's plan to release an instant java that might dilute its brand (and cannibalize its drink sales) seemed strange. But now, Starbucks is laughing all the way to the bank. The company said it has already grabbed 30% of the market share in the single-serve/pod coffee space, a sector that represents $330 million in sales, according to A.C. Nielsen. Starbucks is now increasing Via distribution in major consumer-facing retailers such as Costco (Nasdaq: COST), Wal-Mart (NYSE: WMT), and CVS (NYSE: CVS).>

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