Kopiko is a leading coffee candy brand in India, originally from Indonesia. It aims to allow people to enjoy the taste of coffee even when on the go. Kopiko targets both children and adults. INBISCO handles Kopiko's marketing in India and believes it provides high quality, nutritious products. The primary audience for Kopiko is college students and professionals aged 16-30, located in tier 1-3 cities with interests in coffee, candies, Netflix, and goals of education or career advancement. Kopiko is perceived as the staple brand for coffee candy in India with over 306 crore rupees in sales in 2017, though it faces competition from brands like Pulse. A proposed campaign would

1. ONTENT STRATEGY
ON
OPIKO(INDIA)
-BY RAHUL A

2. INTRODUCTION
Kopiko is brand of coffee confectioneries originally
produced in Indonesia and is one of the leading candy
brands in INDIA.
1.
Today people consume coffee everyday to start their day,
while others drink coffee for leisure or while having a
conversation. Coffee is a top selling product nowadays.
2.

3. INTRODUCTIONThat where KOPIKO expanded their business, by making
Kopiko Candy. People in a hurry or riding a public terminal can
now enjoy the taste of coffee inside their mouth, and it targets
a wide range of consumers; both children and adults.
3. INBISCO is handling KOPIKO’S marketing in INDIA.
INBISCO has become the pioneer and trend-setting market
leader with the array of products and we strongly believe to
provide consumers with high quality product which nutritious
and delicious in taste. Our flagship brand “KOPIKO” is the
pioneer and market leader in the World of coffee candy.
4.

4. BUYER PERSONA
1
• AGE- PRIMARY AUDIENCE (16 – 30)
SECONDARY- 30-38
2
• GENDER- MALE AND FEMALE
3
• OCCUPTION- COLLEGE STUDENTS AND
CORPORATE PROFESSIONALS)4.
• LOCATION- TIER 1, TIER2, TIER3 CITIES ALL
OVER INDIA
5.
• INTERESTS- COFFEE, CANDIES, NETFLIX,

5. BUYER PERSONA
6. GOALS- GETTING THE FIRST JOB, MASTERS OR
MBA, PROMOTION
7.PASSION- MUSIC, SPORTS,

6. HOW IS THE BRAND BEING
PERCEIVED?
• KOPIKO IS THE STAPLE BRAND FOR COFFEE CANDY IN INDIA
WITH VERY HIGH SALES
• KOPIKO BEING A INDONESIAN BRAND HAS PENETRATED IN
INDIA MORE IN TIER 1 AND TIER 2 CITIES
• KOPIKO IS THE BRAND WHICH CAN BE PERCEIVED AS AN
ALTERNATIVE TO COFFEE
• ITS PREFFERED MY COLLEGE STUDENTS AND CORPORATES
AND NOT VERY MUCH PREFERRED BY YOUNG CHILDREN

7. 1
• KOPIKO COMES 2ND TO PULSE BECOMING THE 2ND
MOST SOLD CANDY2
• KOPIKO HAD SALES WORTH 306 CRORES IN 2017
3
• WHILE MANGOBITE, CANDYMAN AND ALPENLIEBE
SALES OF KOPIKO CANDY IN INDIA 2017

8. HOW IS THE BRAND BEING PERCIEVED
IN MARKET

9. COMPETITION OF
KOPIKO
1
• THE COMPETITION OF KOPIKO IS PULSE WITH 326 CR OF SALES
2
• BUT AS A COFFEE CANDY KOPIKO DOESN’T HAS ANY COMPETITION WITH HEFTY SALES WORTH 306 CR
3
• LOCAL COMPANIES LIKE JUJU, COFFEE GOLD, XO CANDIES ARE ORESENT BUT THEIR PENETRARTION AND
SALES ARE INSIGNFICANT IN COMPARISON TO SALES OF KOPIKO

10. •CAMPAIGN NAME- GET THE TOFFEE IN THE
COFFEE
•HASHTAGS- #POCKETCOFFEE,
#KOPIKOISTHEBETTERCOFFEE
•DURATION- 365 DAYS
•REASON FOR CAMPAIGN- MAKING KOPIKO A
STAPLE IN COFFEE CANDIES
ALL ABOUT THE
CAMPAIGN

11. CAMPAIGN IDEAS
• SETTING UP SLOT MACHINES AT CORPORATE OFFICES
• INTRODUCING 3 NEW FLAVOURS: CAPPUCCINO,
MOCHA, LATTEE
• INTRODUCING COFFEE POWDER BY KOPIKO WHICH IS
AVAILABLE ALL OVER THE WORLD
• INTRODUCING THE FLAVOUR IN INDIA AND
POPULARISING IT WITH THE HELP OF THE SUCCESS OF
KOPIKO CANDY
• TYING WITH CAFÉ COFFEE DAY TO PROMOTE THE
CANDY

12. CAMPAIGN IDEAS
•TO REDUCE THE HARMFUL EFFECTS OF
CAFFINE BY SUBSTITUTING IT WITH KOPIKO
CANDY
•TAKING 2 CONSUMERS AND ASKING THEM
TO TELL THE TASTE DIFFERENCE BETWEEN
KOPIKO CANDY AND HOME BREWED
COFFEE AND SHOOTING IT AND POSTING
IT ON SOCIAL MEDIA PLATFORMS
•MAKING THIS A YOUTUBE, INSTAGRAM

13. CAMPAIGN
OBJECTIVES• GETTING THE CANDY TASTED BY 10,00,000 COLLEGE
STUDENTS AND CORPORRATE PROFESSIONALS
• EXISTENCE OF KOPIKO AS THE BEST COFFEE CANDY IN
INDIA
• TARGETING 1000 COLLEGES IN TIER 1, TIER2, TIER 3 CITIES
IN INDIA AND GETTING THE CANDY TASTED
• PARTNERING WITH 100 COLLEGE FESTS AND SPONSORING
THE FESTIVAL
• GROWING THE MARKET SHARE BY 30%
• LAUNCHING THE NEW COFFE POWDER BY KOPIKO

14. PRESENCE OF KOPIKO ACROSS SOCIAL
MEDIA PLATFORMS
FACEB
OOK
INSTAG
RAM
TWITT
ER
75,422 people like
this, 78,611 people
follow this, 4.7
RATINGS OUT OF
5 BASED ON 4441
OPINIONS
221FOLLOWER
S ID-
kopikoindia_of
ficial
@KOPIKOIN
DIA WITH
302
FOLLOWERS
THEIR CAMPAIGN
Jaage Raho Aage
Raho’ created an
engagement of
315K

15. SALES FUNNEL
• AWARENESS
KOPIKO aims to gain awareness within their bio persona
and brand themselves as a staple brand of coffee candies
To be preferred over coffee as a cheaper and a quicker
medium of coffee flavour and caffeine for those who swear
upon coffee

16. CONTENT BUCKET
•MEMES
•INSTAGRAM GRID POSTS
• VIDEOS
•INFLUENCERS
•INSTAGRAM LIVE
•FACEBOOK AND INSTAGRAM SPONSORED ADS

17. CONTENT BUCKET
• YOUTUBE VIDEOS- SNIPPETS OF FESTS AND KOPIKO BOOTHS IN COLLEGES AND
SLOT MACHINE IN CORPORATES
• VIDEOS ON INSTAGRAM YOUTUBE AND VIDEOS OF THE CHALLENGE IN WHICH
THE CONSUMERS TELL THE DIFFERENCE BETWEEN KOPIKO AND COFFEE
• INSTAGRAM POSTS AND INSTAGRAM LIVE, POSTS ABOUT SPONSORED FESTS AND
THE CHALLENGE
• FACEBOOK VIDEOS AND FACEBOOK LIVE DURING THE FESTS
• INFLUENCERS SPONSORING KOPIKO ON THEIR SOCIAL MEDIA PLATFORMS

18. M
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T
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MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
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with BB KI WINES
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with ASHISH
CHANCHLANI
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sponsored
with BEER BICEPS

19. MEDIA POSTS