This presentation slide contains the slides from a business case competition named "Breaking Brand".

1. THE
SPARTANS

2. SITUATION ANALYSIS
COFFEE MARKET GROWTH OF
BANGLADESH
Nescafe
94%
Others
6%
Market Share
BIGGEST COMPETITOR IN
BANGLADESH’S COFFEE
MARKET
Starbucks loses $12B market cap
globally amid sales concerns,
boycotts over Israel
BOYCOTT
EFFECT
Caffe Mocha
Caramel
Coffee
Hazelnut
Coffee
3 NEW FLAVOURS LAUNCH

3. ALTERNATIVES EVALUATION
AGE (16 - 25) AGE (30 - 50) AGE (50+)
PROS CONS PROS CONS PROS CONS
1. More
adaptability
2. Environment
conscious
3. Depicts Brand
loyalty if the
experience is
right
4. Trendy Appeal
5. Acknowledges
on-the-go
consumption
1. Establishing
Quality
perception can
be challenging
2. Need
innovative
marketing
approaches
3. Price sensitive
1. Making busy
lifestyle
convenient
2. Less price
sensitive
1. Resistant to
trends
2. Low
adaptability
3. Doesn't take
sustainability
into account
4. More
preference for
tea than coffee
5. More health
conscious
1. Appreciates
Convenience
1. They value
health
conditions and
might perceive
flavored coffee
"Too Sweet“
2. Limited Market
Size
3. Communication
Challenges
4. Hard to change
beliefs about a
product

4. TARGET GROUP ANALYSIS
Target Market
Age (16-25 Years)
Seek Easy to Make
Coffee with Barista
Taste
Environmentally
Conscious
Prefer
Convenienc
e
Interested to
Try New Flavors
Follow
Trends
30,824,370+
16-25 Aged Population
in Bangladesh
Concerned About Human
Rights Violation at GAZA
(Short – term)

5. SOLUTION
Selling instant coffee at paper cups where the roasted coffee and flavor
mixture is separated by semi – permeable membrane resulting better
taste at convenience
LONG - TERM
BRANDING
1. Caramel Bliss
2. Velvety Mocha
3. Hazzlenut
Heaven
PRODUCT NAMES
Barista

6. BIG IDEA
Coffee
Grind
Flavor
Mixture
Semi
Permeable
Membrane
It ensures that the coffee grind
and flavor mixture should not
get mixed
Space for
Putting Hot
Water
Paper
Cup
Core Features:
• Easy to make (Just need to put
warm water and takes less than 1
minute to make with proper taste)
• Better taste (as the coffee grind
doesn’t get mix with the mixture
earlier)
• Eco-Friendly Packaging (Paper
Cup)
• Convenience (Do not need to
carry extra cup for instant coffee)
• Flavors in Instant Coffee
(Getting different flavors in instant
coffee category)

7. PRODUCT MARKET FIT (FEASIBILITY)
Customers Demand
 Easy to Make Coffee
 Barista’s taste in instant coffee
 Convenience
 Environmental Consciousness
 Varieties of flavors
Competitors Action
 Instant Coffee Packet
 Taste varies significantly depends on
the coffee maker
 Use Poly packaging
 Cappuccino and latte flavor available
Our Proposition
 Easy to make coffee with better taste
 Paper cup packaging
 Convenience to have anywhere
 Various SKUs: Hazzlenut Heaven,
Caramel Bliss & Velvety Mocha

8. BRAND PROPOSITION
POSITIONING
ADVERTISEMENT
SHORT - TERM
PROMOTING
Using support Humanity tag can give help to
gain more market share in short term as the
target group used to follow trend and people
are diving towards boycotting Nescafe

9. BRAND PROMOTION PLAN
1. Building Anticipation for the new brand (1-3 Month)
i) Focus on developing the brand identity which will focus on "Cup এ Coffee" being a local brand which is
convenient and
affordable while ensuring highest quality and a responsibility towards the environment.
ii) Creating interactive teaser campaign in facebook and instagram where the potential customer will
guess the flavors or
features of the product based on the provided hints.
iii) Partnering with food bloggers and influencers to generate buzz and anticipation
2. Launch of Velvety Mocha and Caramel Bliss (4-6 month)
i) Officially launching "Cup এ Coffee" with the velvety chocolate and caramel bliss flavors.
ii) Hosting a launch event and partner with a famous coffee shop for a pop-up event
iii) Utilizing social media marketing and PR to announce the launch and highlight the unique features of

10. BRAND PROMOTION PLAN
3. Post-launch Promotion (7-12)
• Engaging in digital advertising like creating a video showing 1 minute coffee making video
• Partnering with local cafes or businesses for capitalizing cross promotion opportunities
• Setting up interactive digital feedback through a qr code in the
• Creating a co-creation workshop where customers are invited in developing new ideas and strategies
for the branding
• Begin development and testing of the hazzlenut heaven for future release
4. Introducing Hazzlenut Heaven (13-18 Months)
• Introducing hazzelnut flavor to the product line up. Anticipation will be created for the
flavor through a puzzle solve where every post will act as piece of the puzzle
• Engage in limited time promotion and uncovering a special package for the new flavor
• Expand distribution channels to reach a wider audience, including online retailers and
grocery stores.

11. BRAND PROMOTION PLAN
5. Brand Building and loyalty (19-24)
i) Launching a social media campaign encouraging customers to share their "Cup এ Coffee" experiences
using a branded hashtag.
ii) Launching a commiunity coffee ambassador program where loyal customers can apply to become brand
ambassadors and promote "coffee এ cup" within their social circles. Ambassador will be provided access
to free merchandise, early access to the new product and personalized discount codes to share with their
followers.

12. FINANCIALS
Building Anticipation for the new brand
Brand identity development (logo, packaging design, brand message) BDT 30000
Interactive teaser campaign on Facebook and Instagram 80000
Partnering with food bloggers and influencers 150000
Total Estimated Cost 260000
Launch Velvety Mocha and Caramel Bliss
Launch event and pop-up event partnership 200000
Social media marketing and PR 150000
Total Estimated Cost 350000
Post-launch Promotion
Digital advertising and cross-promotion 120000
Co-creation workshop 75000
Total Estimated Cost 195000

13. FINANCIALS
Introducing Hazelnut Heaven
Puzzle solve anticipation campaign 20000
Limited-time promotion and special package 30000
Expansion of distribution channels 120000
Total Estimated Cost 170000
Brand Building and Loyalty
Social media campaign 250000
Community coffee ambassador program 30000
Total Estimated Cost 280000
Overall Estimated Budget 12,55,000
*Amount is mentioned in
BDT

14. THANK
YOU!