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Background
As with many foods which have been around for hundreds of years, coffee is one of the oldest
and one can argue it can be almost as old as civilizations. Drinking coffee was and has been in
many regions considered as a social activity. Right from the beginning in 17th century, coffee
pots were used, then evolution struck when someone poured hot water through sock containing
ground coffee. That is how coffee filters were accidentally introduced to the world.

Since then many different equipment were invented to enhance the taste as well as the quality of
coffee. Now in this modern era, the evolution has taken a very big leap and people are slowly
and gradually shredding the traditional ways of working.

In this regard, people have very quickly adopted the new technologies and internet of things. The
companies have rolled out many electronic gadgets for kitchen purposes and we find that now
our household is incomplete without these gadgets.

One such important gadget is a Coffee machine. It not only saves our time but also reduces our
dependency on traditional ways of using gas and creating smoke. Coffee machines have made
our life so easy and comfortable that we just cannot afford not to use them when brewing coffee.
The convenience factor and caffeine boost prevent most people from manual brewing. Some of
the types of coffee machine used are:

French Press: This type of coffeemaker requires that the coffee should be a coarser grind
compared to drip brew coffee filter. Finer coffee grounds will only seep through the
press, then into the brewed coffee. The brewing method of a French press works by
placing coffee and water altogether, stirring it and leaving it to brew for few minutes, and
then by pressing the plunger, trapping the grounds in the bottom of the beaker.
Percolator: The percolator design works by heating water in a boiling pot with a
detachable lid, heated water is pushed through in a metal tube and into a brew basket that
contains the coffee. Extracted liquids drain from brew basket and drip back into the
coffee pot. The procedure is continuously repeated in the brewing cycle up to the point
when liquid flowing repeated through the coffee grounds has already sufficiently steeped.
The user will judge when coffee has already reached the right color and strength by
looking through the transparent knob on its lid.

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 Single Serve Coffee Maker: It is a coffee brewing method that prepares only exact or
enough coffee for a single person. Its brewing system lets a measured amount of heated
water to go through the coffee pack or pod, producing a standardized cup of brewed
coffee into a container positioned under the outlet.
Drip Coffee Maker: In an automatic drip coffee machines, the measured volume of cold
water is poured into a separate chamber where a heating component heats water into near
boiling. Hot water is distributed over the coffee grounds in a metal or paper filter,
through a device such as the shower head. Then water seeps through the grounds,
absorbing its essences and oils, and passes through to the bottom of the coffee filter.
Coffee grounds are kept filter while the coffee liquid drips into a coffee pot. An
individual can choose a drip coffee maker in a 4-12 cups capacity and in different styles,
colors, models and prices.

Further advancements has led to the development of machines controlled through smartphones.
One such example of smartphone controlled devices is Smarter Coffee machine. It lets you make
a cup of coffee remotely from anywhere in your home, using your smartphone or tablet app. This
technology has been created to listen to the consumer need for greater convenience and
personalization of products.

Product Information
The Smarter Coffee Machine is a iphone or android smartphone powered coffee machine. Any
individual can make a coffee sitting in an arm chair. Everything in this automatic drip coffee
maker can be controlled with a few gentle smartphone gestures. The product comes with a lot of
different uses and features. Some of the product features are:

Control your coffee machine with your smartphone or tablet

Grind and brew fresh coffee beans automatically

Or use fresh pre-ground beans with the percolator

Easily adjust the strength of your coffee to suit your tastes (Strong, Medium or Weak)

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 Bean grind settings: Coarse >> Smooth

1.5 litre capacity with built-in water level sensor

Brew up to 12 cups at once using the Smarter Carafe

Keep warm mode keeps your coffee warm for up to 40 minutes

Wake up and Welcome home modes/Timer

Choose from black, beige or red removable panels to match your kitchen decor

Easily readable 3.5" LCD screen with a simple user interface

About the Company

Smarter Applications Ltd is an award-winning London-based company at the forefront of
inventive solutions for a more connected life. It creates web - connected products which include
a Wi-Fi kettle and coffee machine are currently sold in over 1000 stores all over the UK and
Europe.

They follow a determined vision of improving the lives of millions of around the world with the
launch of products that will save the everyday household money, time and energy.

By the end of 2017 Smarter expects to become a global connected platform, linking you to your
kitchen making grocery shopping and food waste a thing of the past.

Christian Lane, CEO of Smarter Applications Ltd, began the smart journey in 2013 with the
launch of the worlds first wi-fi connected kettle. His vision was to create a truly connected home
that is accessible, affordable and simply put. After the success of original ikettle they launched
the smarter coffee machine and ikettle 2.0 and expanded their distribution.

At present they have 23 no of staff, 27 no of countries along with 3000 outlets and amazingly
100000+ users.

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Mission of the company: Mission is to make existing kitchen smart by connecting old
appliances and bringing them into connected world. Using smarter products, time and money
will save along with freedom to live outside the kitchen.

Market Research

Decision making context

The decision making context is to know should they go ahead in launching their product
Smarter Coffee Machine in Mysore.

Market trends in Mysore

There has been a growing trend of people of different ages from the four corners of the country,
settling in Mysore. The main reason for this growing trend is the job opportunities in
multinational companies like Infosys, Automotive axels, Skanray. The second reason for people
settling in Mysore is that the city has been a great retirement destination as well as the growing
business opportunities in the city.
Mysore is a coffee loving city due to the availability of rich fresh coffee beans from the nearby
town of Coorg. Coffee works as a USP (Unique selling Proposition) for not only Mysore but
many other popular cities in Karnataka as Karnataka itself produces 71% i.e. 2.52 Lakh Metric
Tons of the total coffee production of the country. There has also been growing trend of coffee
consumption due to the settling of many corporate job goers. Mysore being a tier 2 city, it has
access to online markets and big retail market which consists of a wide variety of product range
from various companies:
Prestige
Orpat
Kenstar
Maharaja
Bajaj
Philips
Hyundai
Pigeon

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Research users

The company and its management will be biggest beneficiary of the research. Online retailers
can also use this research to make decisions.

Research Boundary

The target is working women population living in the Mysore city.

Research Objectives
The objectives of our market research are listed below:-

1. To seek maximum information about the consumer, i.e. to know consumers income
range, their location, buying behavior and then decide on the price of the different
variants of the product.
2. To provide information to top level management for making objective, policies, plans and
strategies and forecast the future sales, business conditions and estimate the longevity of
the product in the market.
3. To investigate the psychology of consumers prior to purchasing the product or service as
well as market features such as price.

Research Purpose
The main purpose of the market research is to identify whether it is a viable option to introduce
the product for sale in Mysore or not. The product basically targets working women and the
research is initiated to cite potential customers and get a know-how regarding their expectations
and the price bracket as well as the variant of the product desired by them.

Research Questions
1. What are the existing competitors brands of coffee machine in Mysore?
2. Are working women living in Mysore aware of an application operated Coffee Machine?
3. Do Mysore consumers want to use such kind of product?
4. Is there a scope of Mysore working women to purchasing the product?

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 5. What needs of the consumers should be targeted in the marketing campaigns?
6. Which channel of marketing will be effective for working women in Mysore?
7. What are the challenges faced by the competitors faced in after sales service?

Hypothesis
Mysore consumers are aware of an application operated coffee machine.
Mysore working women are willing to pay for such an innovative coffee machine.

IRP Table
SOURCE OF PRIMARY / RESPON- INFORMATION MEASUREMENT
INFORMATION SECONDARY DENTS APPROACH
IT Companies Primary 25 1. If they are Nominal
Employees willing to buy?
Manufacturing Primary 25 2. What price of Nominal
Companies the product they
Employees can pay?
3. Do they want
Food Court Primary 25 Nominal
to change their
Employees
traditional
Bank Employees Primary 25 Nominal
method of
coffee
consumption?
4. How many
brands of coffee
machine,
consumers are
aware of?
6. Are they
willing to buy
such an
innovative
product with a
new brand?

Dummy Tables
Dummy
Table
Total Men Men Men Women Women Women

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 aged 18- aged 30- aged aged 18- aged 30- aged
30 50 50+ 30 50 50+
Base 120 20 20 20 20 20 20

1-3

4-6

6-10

>10

Sampling Plan
100 working women (25 each from North, South, East and West Mysore) aged between 20 and
40 years are identified for conducting the survey. Type of research will be exploratory. Likert
scale is used to measure qualitative information. The data will be collected by using
questionnaire which respondents will be asked to fill.

Data Analysis Methods

Correlation and regression analysis with confidence interval of 95% will be used to
find variables which are dependent and independent of each other. This will help us
in making sound decision with high confidence regarding the product launch.

Questionnaire
1. Do you use any application operated appliance in your kitchen?
Yes
No
2. Do you use any of these appliance to make coffee?
Electric Kettle
Traditional Gas stove
Coffee maker machine
3. Are you aware of Smarter Coffee machine?
(If yes answer question 5, otherwise answer question 6)
Yes

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 No
4. How did you come across Smarter Coffee machine?
Print Media
Social Media
Internet Pop-ups
Word-of-mouth

5. If given a choice, how likely do you think of switching/buying an electric kettle which
can be operated using a smart phone? (if chosen unlikely only answer question 8
otherwise answer all)
Extremely Likely.
Very Likely
Moderately Likely
Unlikely
6. How much are you willing to spend on such a product?
More than 3000
Less than 3000
7. Where do you buy your household appliances from?
Shopping Mall
Online E-retailers
Local Shops
Authorized Retailers
8. Would you like your machine to be powered by a rechargeable battery?
Extremely Likely.
Very Likely
Moderately Likely
Unlikely
9. Would you prefer to have a coffee bean grinding feature in the machine?
Yes
No
10. What is the maximum capacity (in terms of cups) you prefer?
2
4
Others__

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