A Geographical Issues and distribution

Tea sells more in India because coffee is expensive and it's a western culture. What can
you do to overcome that?

India has largely been a tea-drinking nation since time immemorial. However, coffee has
become an increasingly popular drink since the turn of the twentieth century. It is now no
longer a typical drink, but a refreshing and voguish beverage.  

South India
about 73 percent of total volumes, the remaining 27 percent it is speculated to account for
rural consumption, especially in South India. Among the South Indian States, Tamil Nadu
accounts for 60 percent of consumption, while Karnataka, Andhra Pradesh, and Kerala
account for 25%, 10%, and 5% respectively. In the North, East and West zones, consumption
of instant coffee is more predominant than filter coffee. Occasional drinkers in these regions
contribute to 52% of total consumption. However, in the south zone, the consumption of filter
coffee is higher than that of instant coffee.

North east and western

Picked up in the North, East & Western parts of the country. The domestic per capita coffee
consumption is negligible especially in regions other than South India when compared to
black tea consumption. 
Tire 1 and Tire 2
The recent proliferation of various chains of cafes and vending machines in Tier 1 and Tier 2
cities PAN India has given a boost to the popularity of coffee among consumers.    
India has seen a growth in the consumption of coffee sold at coffee and tea chain stores
including homegrown Café Coffee Day, Barista, Starbucks and Costa Coffee. The value of
this market has grown to an estimated 25 billion Indian Rupees in 2018.
What can you do to overcome that?
From the various research project, the Results suggest that there are several leading motives
for coffee consumption: functional, taste and pleasure, habit, tradition and culture, and
socialization. The main limiting factors for coffee consumption are a dislike of coffee’s taste
and a belief in its possible negative health effects. The functional and the pleasure motives
are the two leading drivers for coffee consumption and are of similar importance across
cultures.

Consumers’ beliefs in health benefits or risks of coffee are inconclusive. For

some the health benefit (e.g., anti-migraine effect) is a driver for consumption ,
others avoid coffee consumption for medical reasons like anxiety and insomnia ,
or because of the belief that coffee is generally bad for health . Coffee drinking
is not considered a health-oriented behavior, even if scientific evidence
indicates that coffee can be part of a healthy diet . The main health concerns
arise with regard to the caffeine content of coffee . Consumers see coffee mostly
as a stimulant and are not informed about beneficial components and suggested
health benefits .
Roasted coffee is a mixture of over 1000 bioactive compounds, with potentially
therapeutic antioxidant, anti-inflammatory, antifibrotic, and anticancer effects.
Key active compounds are caffeine, chlorogenic acids, diterpenes, cafestol, and
kahweol . Coffee is rich in vitamin B3 and magnesium , and brewed coffee
maintains the potassium concentration of the original seeds . Caffeine is the
most studied coffee component.

B. Creative requirements

The product packaging and contents will need to be shown to visibly highlight the quality,
taste and aroma qualities and drivers that encourage consumers to partake in a coffee
experience. To invoke desire for the product and develop consumer interest, colour and
movement would be used.