&ar)etin$ &ana$e!ent 2 *er!

Project +n

,o--ee
Presented by: Group 7

Gaurav Bhattacherjee (B13026) Krishnan ethu!adhavan (B1302") #eha an$hvi (B13037) %a! &ohan Para!asiva! (B130'6) a$ar Ku!ar (B130(1)

Agenda
Introduction Consumer & B2B market size Prominent coffee manufacturing companies & their brands Prominent Brands In Each Segments Brand Positioning: Nest e Nescafe !s its Competition S"#$ Ana %sis Suggestions &ogo of 'ifferent Brands Bib iograph%

Introduction
India is the (th argest producer of coffee in the )or d* Around + , of the )or d coffee

production
-arnataka. -era a and $ami nadu contributes about //, of tota coffee produced in India In the annua output of +.00.000 tons. domestic consumption is on % one third 1i*e* around

200.000 tons3
Per capita consumption of coffee is around 45 grams in our countr% As per 2022 data. Indian coffee market is estimated at 62+0 mi ion. or about 2.700 crore* It is estimated to gro) at about 2+827, a %ear o!er the ne9t fi!e %ears* It is forecasted that the coffee market in India )i cross IN: 5(00 Crore b% 202;*

Consumer & B2B market size

$he B2B market size for coffee in India is +2, and rest of the (4, comes from B2C B2B market inc ude supp % in:8 =ote s

B2B; 32%

Air ines

B2C; 68%

:estaurants Caf> Chains Corporates

Educationa Institutions 'efense canteens <u tip e9es =ospita s

I:C$C

<esses

Prominent coffee manufacturing companies & their brands

Nest > and ?ni e!er together ha!e the market share of around (;, in )hich Nest e accounts for +(, and ?ni e!er accounts for +2,* And rest of the 2+, market share is he d b% $A$A C#@@EE. A<A&AA<A$E' BEAN C#@@EE $:A'INA C# &$'. NA:AS?BS. &E# and other oca p a%ers =?& NES$&E B:? Ao d Nescafe C assic B:? E9otica Nescafe Sunrise B:? &ite Nescafe Sunrise B:? :oast Premium Nescafe <@C Around B:? Se ect Nescafe Cappuccino B:? Ice Nescafe Choco<ocha Nescafe Cani a &atte Cappuccino B:? Cappuccino :ange A<A&AA<A$E' BEAN C#@@EE $:A'INA C# &$' B:? Instant @resh DN Around Coffee 'a% Perfect 1@i tered coffee3 $A$A C#@@EE Areen Coffee Spra% 'ried Coffee Agg omerated @reeze 'ried &E# &E# 1@i ter coffee3 NA:AS?BS ?dha%am

Prominent Brands In Each Segments

e$!entation by Price

=igh Priced Brands

Price o100 $! '""200 210200 1((200 1'6200 2(22(0 /01 B%0 E9otica Ao d &ite Instant 3vera$e Price Price o100 $!

<id Priced Brands

#arasus Price o100 $! '(200 ,o--ee Price o5ay 100 $! Arabica h 106 1eo Price o,o--ee 100 $! &eo =ouse 7'200 B end &eo madras b end &eo $op B end &eo Pure $op B end 3vera$ e Price 6(200

#est.e #esca-e Ao d C assis Sunrise Sunrise Premium 3vera$e Price

(2"200 ?dha%am @i ter 1""200 Coffee Narasus 130200 E9tra Strong 17'200 Coffee Narasus 2(4200 Peaber%

21(200

Charge

106

"4200

Perfect

106

"2200

&o) Priced Brands

Price o100 $! AC$ Premium Coffee 33200 Areen &abe Coffee Price o100 $! '0200 3vera$e Price 11"233 3vera$ e Price 106

7'200

7622(

Prominent Brands In Each Segments ContinuedE

e$!entation by 1eve. o- ,a--eine

1i$ht ,o--ee

Bru ite. Bru instant. Bru se ect. Bru cappaccino. Nescafe cappaccino. Nescafe !ani a atte. Nescafe sunrise premium Bru go d. Bru e9otica. Nescafe a ta rica. Nescafe cap co ombie. NarasuBs udha%am fi ter coffee. Narasus E9tra Strong Coffee.Narasus Peaber%. &eo =ouse B end.&eo madras b end. &eo $op B end. &eo Pure $op B end

tron$ co--ee

5eca--einated ,o--ee

Nescafe origina decaff. Nescafe go d b end decaff

Prominent Brands In Each Segments ContinuedE

e$!entation by Product *ype

2*

Instant Coffee

Pro!inent Brands: Nest e Nescafe. =?& B:? and $ata Coffee

2*

@i tered coffee Pro!inent Brands: Ama gamated Bean Coffee $rading Co &td. &eo Coffee . AC$ Premium Coffee and Areen &abe Coffee

e$!entation by K0
2*

Sachet
. Nescafe. Bru F + gms. 4 gms. 50 gms. 200 gms. 200 gms and 500 gms . Narasus fi ter coffee. &eo fi ter coffee. AC$ premium F 200 gms. 200 gms and 500 gms

2*

Gar
. Nescafe. Bru F 50 gms. 200 gms. 200 gms and 500 gms . Narasus fi ter coffee. &eo fi ter coffee. AC$ premium F 200 gms. 200 gms and 500 gms

Prominent Brands In Each Segments ContinuedE

e$!entation by Geo$raphy

South India

Pro!inent Brands: Ama gamated Bean Coffee $rading Co &td. &eo Coffee. AC$ Premium Coffee and Areen &abe Coffee

:est of the countr%

Pro!inent Brands: Nest e Nescafe and =?& B:?

Consumer Bu%ing Beha!iour

:ura F Sachets. sma S-?Bs ike 5 gms and 20 gms ?rban F &arge size sachets and Har ike 200 gms. 200 gms. 500 gms Pro!inent Brands: Nest e Nescafe and =?& B:?

Brand Positioning: Nest e Nescafe !s its Competition

e$!entation by Price:
In price categor% B:? is the main competitor of Nescafe* Both operate in high price segment* Both B:? and Nescafe ha!e their products starting from rupee 2. so e!en though the% be ong to high price segment the% are tr%ing to cater to the needs of o) income group*

Both Nescafe and B:? portra% that the% are high priced products through their ads* $heir ads are themed around the upper midd e c ass %outh*

e$!entation by Product *ype

6nstant co--ee: Bru. Nescafe. $ata Coffee* Instant coffee main % concentrates on the attributes of fast and eas% to make and con!enient* 7i.ter co--ee: &eo coffee. $ata CoffeeIs <r Bean. NarasuBs coffee. Coffee 'a% Perfect* @i ter coffee concentrates more on taste and cu ture* ?n ike instant coffee. making fi ter coffee is a time consuming process* &oca p a%ers are in!o !ed more in @i ter coffee segment*

Brand Positioning: Nest e Nescafe !s its Competition e$!entation by Geo$raphy

North: Nescafe and Bru

ContinuedE

Nescafe and B:? re!o !e around the theme of freshness and %outh* In Northern region. instant coffee is consumed in higher Juantities* South: NarasuBs coffee. &eo coffee. AC$. Areen abe * NarasuBs and &eo coffee main % concentrates on cu ture and tradition of south India* $he southern part of the countr% consumes more amount of coffee and prefers hard and roasted coffee*

e$!entation by K0:

Nescafe and Bru are tr%ing to cater to o) income group peop e b% introducing sachets from as o) Juantit% as + gms*

A Bru ad a so )anted to proHect that the amount of coffee one get from a :e*2 pack is more* <ost of the oca brands ha!e not introduced o) S-? packs*

Brand Positioning: Nest e Nescafe !s its competition

ContinuedE

e$!entation by 1eve. o- ,a--eine (#esca-e 8 Bru):

Since Caffeine is considered to be unhea th%. Nescafe doesnBt high ight the caffeine content in their ads )hereas in fi ter coffee caffeine content is most % sho)n in ads* Instant coffee contains (0, coffee and 70, chicor% )hereas fi tered coffee contains ;0F40, and chicor% +0F20,

,o--ee Instant @i ter coffee

i9e o- cup 225 m 225 m

,a--eine content 508(0 mg (08200 mg

B2B centric brands:

In terms of B2B institutiona . <aHor coffee brands are Nescafe. Bru and $ata Coffee* NescafeBs B2B sa es is most % concentrated into coffee !ending machines* $ata CoffeeBs B2B sa es is most % concentrated in $ata group of hote s and caf> chains*

S"#$ Ana %sis

*%:#G*/ :

Brand #a!e Nest >. )hich is the parent brand of Nescaf> is a S)iss mu tinationa food and be!erage compan% headJuartered in Ce!e%. S)itzer and is the argest food compan% in the )or d b% re!enues* Nest > took the risk of entering the Indian market dominated b% $ea drinkers on % because of the strength the% sa) in their brand name* Entered in Indian market )ith the tag ine KCoffee )ith ife in it. :ead% in Hust 5 secondsL*

Positionin$ Name : Nescaf> is a combination of DNest >B and DCaf>B* DNesB means mirac e and DCaf>B means coffee in Portuguese that positioned the brand as K<irac e )ith CoffeeL*

Nescaf> positioned itse f more than a coffee manufacturer and tried to portra% its users as Dpeop e )ho seek to be rechargedB. Dpeop e )ho )ant to et others kno) that the% ha!e important stations in ifeB. Dthose )ho )ant to start their da% )ith something positi!eB. etc*

Nescaf> promoted its be!erages as idea for a occasions such as breakfast. midda%. e!ening. night 1)hen %ou )ant to sta% a)ake3. important da%s such as Ca entineBs 'a%. etc*

S"#$ Ana %sis

ContinuedE
,reativity
&aunched KInstant CoffeeL in 2/(+ in a market )here Indian coffee o!ers )ere stuck )ith the idea that coffee

is something that takes minute attention to prepare and cannot be instant*

$he first compan% to aunch Coffee <achines for S<EBs and Corporates in India* :edefined Coffee B ending* Creati!e Positioning b% making it more than coffee )ith the K#ur ook be%ond the cupL initiati!e*

3vai.abi.ity

A!ai ab e in more than 20 !ariants ike Nescaf> c assic. Ao d. A ta :ica etc* A!ai ab e in !arious price ranges starting from :e*2M8 sachets that makes coffee a!ai ab e for a most an%one*

Pro!otion

Nescaf>Bs red mug and Hing e Kpa parara pa ra raL adds to brand !a ue and uniJue identit% to its products* Nescaf> chose ce ebrities ike 'eepika Padukone. -aran Gohar. Purab -oh i as its ambassadors )hen the% )ere at the peak of their Carrier*

S"#$ Ana %sis

;:3K#: : :
India. sti a countr% dominated b% $ea drinkers*

ContinuedE

Coffee not being a hea th% drink is a!oided b% hea th conscious peop e Promotions are imited for !arious !arieties as there as man% products )hich are sti

unkno)n to peop e. )hich portra%s Nescaf> as a so e brand*

Sti unab eMdid not enter the fi ter coffee segment* /0, of coffee consumed in India is in three south Indian states dominated b% fi ter

coffee and oca p a%ers*

=a!e to manage a huge portfo io* $he compan% has a comp e9 supp % chain management and the main issue for

Nescaf> India is traceabi it%* $he food industr% reJuires high standards of h%giene. Jua it% of edib e inputs and personne * $he fragmented nature of the Indian market p ace comp icates things more*

S"#$ Ana %sis

+PP+%*0#6*6: :

ContinuedE

Can enter the fi ter coffee segment as the brand !a ue is !er% strong a o!er the )or d* B2B market can be e9panded b% going be%ond coffee machines in theatres & corporate* =igh ight the hea th benefits of coffee* $arget =ouse )i!es and o d aged peop e as coffee consumers are high in this segment* @ocus on rura areas as their promotion is subHect to urban ifest% e* Increase the number of KCaf> Nescaf>L out ets as a!erage bi !a ue in cities is app :s12508+003 Can )iden the cake b% focussing more on the caf> out ets as Caf> coffee da% and Barista are maHor market eaders in that segment*

*/%:3* :

Bru is a big threat as Bru is second in most of the segments* Bru. being an =?& product has a !er% strong distribution in rura areas* Coffee not being a hea th drink cannot target students be o) the age of 27* Pri!ate abe s can cause troub e as coffee is sti treated as commodit% in most of the rura areas* #ther hot be!erages ike hea th drinks can dra) source of business from coffee drinkers b% promoting hea th consciousness* $argeting on % %outh can pro!e to be a threat*

Suggestions
Nescafe can !enture into @i tered Coffee market and it shou d be in south

India first
$he% cou d aunch a preser!ed fi tered bre) of fi tered coffee beans as a ne)

product to make fi tered coffee instant %

&aunch a ne) product KNesNicoL nicotine gum to attract smokers )ho )ant

to Juit smoking
$he% can a so aunch Coffee f a!ored cand%. hea th drinks. soft drink under

the Nescafe brand*

$he% can gi!e sma sized S-?s of premium and ess a)are brands as

freebees to strengthen these brands*

Nescafe can change the )a% of promotion to attract ne) consumers

&ogo of 'ifferent Brands

Nest e Nescafe =?& Bru $A$A Coffee NarasuBs Coffee &eo Coffee Areen &abe Coffee AC$ Premium Coffee

Bib iograph%
www.indiacoffee.org www.casestudyinc.com www.coffee.wikia.com www.timesofindia.indiatimes.com www.slideshare.net www.techsciresearch.com www.youtube.com

Thank You