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Branding Indian

Coffees –
An IMC Case Study

Chandradeep (CD) Mitra


Background
• Coffee Board entrusts McKinsey &Co. to study
the market for Coffee exports and recommend
a strategy for growth - 2001
• McKinsey recommendations
– Shift product mix in favour of Arabicas
– Ensure competitive landed price through
reduction in growing costs
– Maintain consistency in quality of coffee
exported
– Guarantee reliability of exporters
– Integrate India with global coffee trade
– Improve Awareness of Indian Coffee in
target markets (USA, Germany & Italy)
• Marketing Consultant (Lintas Personal) appointed
The Brief
• The Task:
 Build a positive image of Indian
coffees among large coffee buyers
around the world, to help boost Indian
coffee exports
• The Key Countries:
 USA, Italy, Germany, Japan
• Target Audiences:
 Importers, Roasters, Agents, Cupping
Experts, Trade Media etc.
The Strategy

• Create a unique image for Indian coffees
• Differentiated strategy for few key markets
• High-impact presence at select events
• Make communication and image-building
‘experiential’
• Use experts wherever possible
• Lead, not follow, trends

 FOCUSSED INITIATIVES,
 DIFFERENTIATED STRATEGIES,
 HIGH-IMPACT ‘EXPERIENTIAL’ COMMUNICATIONS
Building An Identity
 Brand Identity Package for Indian Coffees

• Unique package consisting of 16 identities


– Mother identity for Indian coffees
– 13 Regional coffees
– 3 Speciality coffees
• Adaptation of unique, traditional Indian art form-
Madhubani, using flora and fauna of each
region to underline eco-friendliness
• Taken across multiple media (brochures,
exhibition panels, calendar, gifts, cards, etc.)
• Trademarked and extended to packaging,
merchandise, stationery, etc.
Mother Logo
Speciality Logos
Regional Logos
Differentiated Strategy –
Customized Direct Mail
Customised Invitation Kits for key

Japanese buyers
• Breakthrough required for Japanese market
• Strategy - invite 13 key buyers for a visit to
Indian plantations
• Creative - a customised invitation kit for each
buyer, consisting of
– Note from Chairperson, CB
– Brochure on Indian coffees
– Proposed itinerary
– Customised sample pack
• Everything in Japanese!
9 JAPANESE BUYERS VISITED INDIA
FOR ONE WEEK IN FEBRUARY 2003
Using Experts As Brand
Advocates
Strategy:

• Appoint Ken Davids, internationally renowned


coffee expert & author as consultant
• Make Ken conduct ‘cupping workshops’ in SF,
LA, New York, Boston, Seattle and Atlanta
• Personal invitations from Ken ensure high
attendance
• Half-day workshops, with interaction and
feedback, ensure high-impact ‘experiential’
marketing
• Rich database, with high scope of follow
through
RESOUNDING SUCCESS
Promotions Through Trade
Fairs
 India - Portrait Country at Boston

• Annual convention of SCAA (Speciality
Coffee Association of America) - the
world’s largest gathering of coffee
professionals
• Intense planning and lobbying got India
“Portrait Country” status in 2003 (Boston)
India - Portrait Country at
Boston
Strategy :

• Theme - “Coffee Karma”


• Welcome Reception - Culture & Cuisine
• Espresso Gourmet - Taste of Indian blends
• Fine Cup Award Finals - India’s best on the
world stage, judged by the world’s best
experts
• Exhibition Pavilion - Space to meet,
sample, give away, interact, generate
leads
• Presentations and Films – Coffee Karma/
Promotions Through Trade
Fairs
India - Partner Country at Sinter Café

• Background
– Annual Coffee Convention of another
Producer country - Costa Rica
• Strategy
– Theme - “Monsooned Malabar” - need to
present a coffee that was unique to India
as an Origin
– Welcome Reception - Culture & Cuisine
– Cupping exercise for sampling of Indian
Coffee
– Exhibition Pavilion - Space to meet, sample,
OUTSTANDING
give awaySUCCESS, LEADING TO INVITE FOR
A SPECIAL BREAKOUT SESSION AT THE NCA IN 2004
– Presentations and Films - Coffee Karma
Creative Campaign for Building
a Brand Image for Indian Coffee
• Theme based communication developed
around Karmic Philosophy and Indian
Coffee
– First presented through a set of innovative
documentary films shown at trade shows
for promoting Indian Coffee
– Theme carried forward in global industry
magazines building unique heritage and
differentiation for Indian coffee in a
commodity environment
The Indian Coffee Films


• Coffee Karma
• A Planter’s Perspective
• Coffee Nirvana
Thank You