Marketing of new coffee

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Marketing of new brand of coffee

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Marketing of new coffee

  1. 1. COFFEE<br />First harvested in ETHIOPIA IN 12TH CENTURY.<br />Miracle crop to achieve economic growth.<br />Made from seeds of coffee cherries that are in 50 countries.<br />Very important export commodity <br />
  2. 2. USES OF COFFEE<br />STIMULATING EFFECT<br />ODOUR NEUTRALISER<br />INCREASE IN UPTO 30% OF METABOLIC RATE<br />USEFUL DURING EXERCISE<br />REDUCES THE RISK OF TYPE II DIABETES AND OTHER HEALTH <br /> PROBLEMS<br />
  3. 3. Where is coffee grown?<br />
  4. 4. Company Details<br />
  5. 5. Vision<br />
  6. 6. <ul><li>Number One Coffee Company in India.
  7. 7. We want to be the leading coffee producing company in the world in terms of quality, productivity and cost and by delivering outstanding value to our customers.
  8. 8. Continuously strive for excellence through hard work in an enabling environment of integrity, discipline and commitment thus ensuring success for all our people. </li></li></ul><li>Mission<br />
  9. 9. <ul><li>There will be continuous focus on the Four value drivers, namely:</li></ul>Sales growth<br />Profit margin<br />Income tax rate<br />Cost of capital<br />
  10. 10. Market Research for Business/Planning<br />
  11. 11. Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product.<br />So BEANS had done a market survey <br />
  12. 12. Survey Analysis<br />
  13. 13. Coffee consumption in India<br />
  14. 14. People those who want protein coffee<br />
  15. 15. Cafe shop Vs Home<br />
  16. 16. How many people do prefer machine made coffee?<br />
  17. 17. Market information<br />
  18. 18. Through Market information you can know the prices of the different commodities in the market, the supply and the demand situation. Information about the markets can be obtained from different sources and varieties and formats. <br />
  19. 19. Market Segmentation<br />
  20. 20. It tells that maximum amount of coffee is consume by the age group of 18 to 28 so BEANS will also target these people as their target audience. <br />
  21. 21. Target Areas<br />
  22. 22. Plant Location<br />
  23. 23. CSR(Corporate Social Responsibility)<br />
  24. 24. NON SOMKING CAMPAIGN<br />AIDS AWARNESS CAMPAIGN<br />
  25. 25. NGO’s (MAHILA VIKAS KENDRA)<br />GOOD EDUCATIONAL FACALITIES<br />
  26. 26. Our Packaging<br />
  27. 27. BEANS is using a special material for packaging which is eco friendly which can be recycled, coffee inside the pack can be fresh for long time compared to others and is also attractive.<br />
  28. 28. Product Detail & Their Packaging<br />BEANS MAKE YOUR DAY<br />
  29. 29. Beans Good Morning<br />Cut down on your caffeine and still enjoy the great taste and the lift you want throughout the day.<br />CORE PRODUCT: Refreshing coffee having low caffine content.<br />ACTUAL PRODUCT:<br /> best quality coffee made out of arabica beans.<br />The best part of wakin' up ... is BEANS Coffee in your cup.<br />
  30. 30. Beans Black Gold<br />A strong, dark coffee with a rich flavour and deep aroma. <br />CORE PRODUCT: SPECIALLY MADE FOR PEOPLE WHO PREFER STRONG COFFEE.<br />ACTUAL PRODUCT: Strong coffee made out of Robusta beans.<br />HAPPINESS IS A CIGAR CALLED COFFEE<br />IT’S A COFFEE ADVENTURE<br />
  31. 31. PRO-BEANSBETTER INGREDIENTS, BETTER COFFEECORE PRODUCT: Protein enriched coffee with 50% protein content, 40% caffeine, 10% vitamins.ACTUAL PRODUCT: First ever health oriented coffee in India for health concious people.Available in 3 flavours to suit consumers needs.<br />
  32. 32. Protein Butterscotch<br />GREAT COFFEE GREAT TIMES<br />
  33. 33. Protein Chocolate<br />MORE THAN JUST A COFFEE<br />
  34. 34. Protein Cappuccino<br />BETTER LIVING THROUGH COFFEE<br />
  35. 35. FLOVouRED BEANS<br />
  36. 36. Beans Honey<br />NEW THINKING. NEW COFFEE<br />
  37. 37. Beans Chocolate<br />Good to the Last Drop!Taste as good as it smells <br />
  38. 38. INSTANT BEANS<br />
  39. 39. Choco-Chips<br />THE JOY OF COFFEE<br />WHERE COFFEE IS A PLEASURE.<br />
  40. 40. Vanilla<br />
  41. 41. Promotion<br />Advertising<br />1. Beans will have highway hoardings, railway hoardings.<br />
  42. 42. 2. Beans will have a tie up with airlines like Indian airlines, Jet Airways, etc.<br />3. Sample distribution at various schools and colleges.4. Free sample distribution at malls.<br />
  43. 43. 5. Beans will have BEANS COFFEE DAY on every 9th day of all the month. On this day Beans will have 20% discount on all its products. <br />
  44. 44. SUPPLY CHAIN<br />BEANS India aim is to continuously focused on improving the supply chain<br />Reduce wastage<br />Improve efficiencies<br />Provide consumers with fresh stocks all the time.<br />Reduction in the finished goods inventory pipeline to improve freshness of stocks and reduce working capital.<br />Control on distribution costs through innovative Measures.<br />Sustained improvement in customer service levels to improve product availability across all geographies and channels <br />
  45. 45. SWOT<br />
  46. 46. Strength<br />Coming up with protein coffee, which is not only a drink but is drink which energies oneself.<br />Good distribution channels<br />Provides best quality coffee at economical rates.<br />Coffee made available in different flavours in order to suit consumers tastes.<br />Unique Blend.<br />Economic Price.<br />Easy To Prepare & Good To Taste & Healthy <br />
  47. 47. Weakness<br />New in the market, so has to face tough competition by already existing brands.<br />Majority of People in India Are Tea-drinkers.<br />Who Drink Coffee Are Loyal To The Brands They Drink.<br />Investment into Promoting the Coffee<br />
  48. 48. Opportunities<br />Can widen its network and expand.<br />Protein coffee is new in the market and so can promote its coffee on this basis.<br />Convert the Tea-drinkers To Coffee Drinkers<br />
  49. 49. Threats <br />Bru and Nescafe and other big multinational companies who are already in the market.<br />Coffee Products Face A Stiff Competition From Tea.<br />Low Profit Margin Due To competitive price.<br />Threat From New Entrants<br />
  50. 50. Strategies<br />Encourage its agencies and employees <br />BEANS have resorted to low-key market penetration strategies.<br />
  51. 51. 3. A launch meet will be held in a 4 Star hotel where all the distributors and dealers will be invited. They will be briefed about the Product and then targets will be allotted to be accomplished. After a specified interval another meet will be held wherein the dealers and distributors who have achieved maximum target for sales of coffee will be given incentive and awarded. Their feedback would be taken and considered.<br />
  52. 52. On every Tuesdays at PVR if you bring 5 empty coffee sachets of any instant beans category, then you get a ticket free on purchase of one ticket.<br />We will have tie up with ”Explore rajasthan.com”<br />PROMOTING Strategy<br /> PROMOTING BEANS COFFEE IN ASSOCIATION WITH “wake up sid”.<br />
  53. 53. We will have tie up with <br /> “Explore rajasthan.com”<br />PROMOTING Strategy<br /> tie up with up coming movie “wake up sid”<br />
  54. 54. A ROAD AHEAD – STRATEGY<br />Coffee machines at every Jumbo King Outlets <br /> We will have a tie-up with Jumbo King and will install our coffee machines of BEANS at every Jumbo King centre. (We will ensure it is highly hygienic and regular checks will be made on short intervals) <br /> <br />
  55. 55. Machines at every colleges of Metropolitan cities.<br /> We will install coffee machines for free in college’s canteen. Because it will help us to catch the customers young.<br /> Bringing up innovative advertisements every season in order keep a hold on the customers. Eg. Popeye<br />
  56. 56. Some Facts of BEANS<br /><ul><li>Beans deliver best quality at economical rates to its customers.
  57. 57. Preserve and enhance the societies well-being
  58. 58. Beans have launched Protein coffee which is made in keeping in mind the consumers health as it is a consumer health-oriented product.
  59. 59. Beans have launched eco friendly packets of coffee which can be recycled and this helps in preventing our environment</li></li></ul><li>Future Plans<br />
  60. 60. Coming up with own café shop<br />
  61. 61. Seasonal product<br />
  62. 62. Beans Seasonal Product<br /> Product Season<br />Beans frappe Summer<br />Beans iced(cans) Summer <br />Beans sundaes Summer<br />Bean hot chocolate Winter<br />
  63. 63. Coffee machine<br />
  64. 64. Competitive Analysis<br />
  65. 65. BRU<br />Price leaders being low cost products<br />Bru is available in leading general stores, & in any HUL’s exclusive Shoppe etc<br />Strong distribution channel being a product of HUL<br />At present has a good share in instant coffee market<br />Nescafe<br />Great leap forward in Media&Crm .<br /> Domination in instant coffee market by 55.3% share<br /> Sustained impro -vement in customer service levels.<br /> Nescafe leads the market of instant coffee with Rs.361 crore<br />Visibility and availability of product<br /> BEANS<br />Coming up with protein coffee, which is not only a drink but is which energies oneself.<br />Good distribution channels<br />Provides best quality coffee at economical rates.<br />Coffee made available in different flavours in order to suit consumers tastes.<br />Unique Blend.<br />Economic Price.<br />Easy To Prepare & Good To Taste & Healthy<br />

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