Competitive analysis:

Competitors

Market share by Nescafe (55%) and Bru (49.6%). This means the coffee market is
already dominated by 2 players and it would be difficult to penetrate
Customer Analysis:
There is a general notion in India that we prefer to drink tea over coffee. But in
the last decade, the demand for coffee has increased by 40% and India’s per
capita coffee consumption stands at 0.03 kg (in 2019.
Buying pattern for coffee is also constant like tea and the demand is stable.
Who buys & uses the product: teenagers and adults (can be decider, purchase/
end user). We target middle and upper middle-class in urban areas.
Where to buy the product: In supermarkets, retail and online stores (flipkart,
amazon) and a few delivery apps.
When do they buy: There is no particular season for coffee products sale. We
could make use of initial offer of buy 2 get 2 free to attract customers to our new
brand which will boost its introduction into the market.
What does the customer prefer: Affordable price and taste, aroma and quality of
coffee and benefit is a stimulant that gives a pleasant feeling to the user. This is
generally a frequently bought product because of daily use and cheap price.
How do customers come to know:
Advertising Social media facebok, Sponsoring Organizing events
How will you differentiate your product: The product will have a different
coloured packaging than the Tea brand, Brown in colour representing the coffee
shade. The dimensions of the bo