Launch Plan of Philips Coffee Maker for Pan India
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1) Understanding the coffee makers market through extensive Market sizing and market mapping 2) Product- feature – price benchmarking 3) Creating a launch plan for respective markets based on market understanding gathered from above mentioned exercise
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Launch Plan of Philips Coffee Maker for Pan India
- 1. Coffee Makers By- Mehak Sharma Tamanna Saxena
- 2. Areas covered in TT Zones (TT) Stores Present Stores Visited Percentage SOUTH Delhi 60 45 75% WEST Delhi 90 53 60% EAST Delhi 45 20 44% NORTH Delhi 45 20 44% GURGAON 50 33 68% FARIDABAD 30 12 40% NOIDA 8 8 100% GHAZIABAD 10 6 60% TOTAL 338 188 55% No. of outlets visited 188+44= 232 Traditional Trade 188/338= 55% *Total 338 stores in Traditional trade and 188 with Coffee Makers*Total 338 stores in Traditional trade and 188 with Coffee Makers
- 3. Zones Store present Store visited Percentage Faridabad 4 3 75% Gurgaon 10 8 80% Noida 8 6 75% Ghaziabad 8 8 100% North Delhi 3 2 90% South Delhi 12 7 58% West Delhi 15 8 53% East Delhi 5 4 80% Total Delhi NCR 68 45 64% Areas covered in MT *Total 68 stores in modern trade and 45with Domestic appliances*Total 68 stores in modern trade and 45with Domestic appliances No. of outlets visited 188+44= 232 Modern Trade 45/ 68= 66%
- 4. Brand Name Morphy Richards Country U.K Established 1936 Company Glen Dimplex Group Available at 111 Model name Café Rico Expresso Café Rico Filter Café express Roma Pump Europa Espresso Model No. 47003 47008 350005 350007 Price 4395 2795 2995 9995 3995 Color Black Black Black Mettalic gray Black Pressure 15 bars Power 1200 watt 1400 watt 850watts 1000 watts 800 watts WT Capacity Cup Capacity 6 10 2-4 cups 8-10 cups 4 Removable Water Tank No No No Yes Yes Frother Yes Yes Yes Yes Yes Anti drip No No No No No Warming Tray Yes No No Yes No Auto shut off No No No No No Body polyprophylene Plastic Stainless Steel polyprophylene Warrenty 2 2 2 2 2 Accsesories Carafe No Cup No Carafe Removable Filter Yes No No Yes Yes
- 5. Brand Name Black & Decker Country U.S Established 1910 Company Black & Decker Corporation Available at 46 Model name Plain Model No. DCM 15 DCM55 DCM80 Price 965 2595 3290 Color Black Black Black Pressure Power 500 watts WT Capacity Cup Capacity 1 4 12 Removable Water Tank No No No Frother No No No Anti drip No No yes Warming Tray No No Yes Auto shut off No No No Body Plastic Plastic Plastic Warrenty 1 1 1 Accsesories Ceramic Cup Carafe Schott Glass Carafe Removable Filter No No No Picture
- 6. Brand Name Cantee Country Spain Established 1947 Company Cata Electro Domestic S.L Available at 24 Model name Grinder and brew filter Anti Drip 4 in one Crema Impressa Brew Baron Model No. Bean Czar Koffee Queen Magic Brew Crema Price 5490 1690 8999 4490 6290 Colour Black Black Black & Silver black and silver black & silver Pressure 15 bars 3.5 bars 3.5 bars Power WT Capacity 1.5 liter 1.5 liter 1.5 liter 0.24ltr 1.25 ltr 1.25 liter Cup Capacity 12 4 cups 4 cups Removable Water Tank No No Yes No No No Frother No No Yes Yes Yes No Anti drip Yes Yes Yes Yes Yes No Warming Tray yes Yes Yes No Yes Yes Auto shut off Yes No No No No Yes Body Stainless steel &Plastic Polyprophylen e Die cast alluminium Polyprophylene stainless steel Plastic Warrenty 2 2 2 2 2 2 Accessories carafe Carafe Carafe Carafe carafe carafe Removable Filter Yes Yes No No Yes Yes
- 7. Brand Name Kenwood Bajaj Sunflame Country U.K India India Established 1947 1938 1981 Company Kenwood Ltd (Now De'Longhi Group) Bajaj Group Sunflame enterprises Available at 17 51 7 Model name Plain Kmix Brew Master Espresso Espresso Model No. CM70 CM021 CM461 CEX7 CEX10 SF712 Price 1695 10095 2995 3990 3190 Color White Red/Black/W hite Black black silver Pressure 15bars 15 bars 4 bars Power 1200 watts 1200 watts 750 watts 800watts WT Capacity 1 liter .5liter 0.6 ltrs 500 ml Cup Capacity 4 6 12 4-6 Cups 4-6 cups 4 Removable Water Tank Yes no Yes Yes No No Frother Yes No No Yes Yes Yes Anti drip No Yes Yes No No No Warming Tray Yes Yes No No Yes No Auto shut off No No No No No No Body Aluminium &Stainless Steel die cast alluminium Plastic Plastic Plastic Plastic Warranty 1 1 1 1 1 Accsesories Cup stand Carafe carafe Carafe Carafe Carafe Removable Filter No No Yes No No No Picture
- 8. Brand Name Prestige Russel Hobbes Country India U.K Established 1955 2009 Company TTK Prestife Ltd Spectrum Brands Ltd Available at 10 7 Model name Percolator Filter Espresso Espresso Filter Model No. PCMGDB1.0 PCMH1.0 Pecmd1.0 RCM800 RCM 60 Price 1225 1295 2995 3595 1295 Colour black Black Black Black Black Pressure 3.5 bars 3.8 Power 600 watts 800 watts 800 watts 800 watts WT Capacity 1 ltr 1.25 ltr 0.24 ltr 240 ml .6 liter Cup Capacity 2-4 cups 4-6 cups Removable Water Tank No No No No Yes Frother No No Yes Yes No Anti drip Yes Yes No Yes Yes Warming Tray No No No No Yes Auto shut off Yes No No No No Body Glass and platic Plastic Plastic stainless steel and plastic stainless steel and platic Warranty 1 1 1 2 2 Accessories No carafe Carafe Cup Removable Filter No No Yes No Yes Picture
- 9. Brand Name Lavazza Inalsa Delongi Country Italy Spain Italy Established 1895 1967 1902 Company Lavazza Taurus Group De'Longhi Group Available at 1 35 2 Model name Lavazza blue Café Real Maxi Cream Brew King Model No. LB850 espresso Dc51TT Price 16000 2895 3390 3895 Colour White Black Black black Black Pressure 4 bar 4 bars Power 850 watt WT Capacity 2.5 Cup Capacity 1 4 4 4 Removable Water Tank Yes No No Yes No Frother No No No Yes No Anti drip No No No No yes Warming Tray Yes No No No yes Auto shut off No No No No Yes Body Plastic Plastic Polypropylene Polypropylene Plastic Warranty 2 1 1 1 1 Accessories Heat Resistant Cup Cup No Jar Removable Filter No Yes Yes yes
- 10. Brand Name Hotline Nikitasha Moulinex Yashita Koryo Country France India India Established 1937 1997 2006 Company Groupe SEB Yashita India Pvt Ltd Future Group Available at 10 1 1 1 3 Model name Filter Espresso Espresso Filter Espresso Model No. VI9002 SRE301A subito KCM 1200 KEK 125 Price 700 1350 3220 1350 1490 799 Colour black Black Black Black black Black White Pressure 4.5 bars 4.5 bars Power 900 watts 800 watts 800 watts 1000watts 850 watts WT Capacity 1200 ml 1200ml 1.2 ltr Cup Capacity 10 cups 4 cups 15 6 cups Removable Water Tank No No No No No No No Frother No Yes Yes No Yes No No Anti drip Yes No No Yes Yes yes Yes Warming Tray Yes No Yes No No No No Auto shut off no No No Yes No No No Body Plastic Plastic Plastic Plastic Plastic Plastic Plastic Warrenty 1 1 1 2 1 1 1 Accessories Jar Carafe 24cc carafe Jar Carafe Carafe No Removable Filter Yes No No Yes No yes No Picture
- 11. Presence of brands Brand Presence Morphy Richards 25% Black & decker 11% Bajaj 12% Philips 22% kenw ood 4% Cantee 6% Inalsa 8% Others 12% MARKET Presence of Morphy Richards is 25% MARKET Presence of Morphy Richards is 25%
- 12. NCR Volume Market Size – Coffee makers NCR Total volume market size – TT+MT= 1589 units TT-927=55% MT – 762 = 45% NCR Total volume market size – TT+MT= 1589 units TT-927=55% MT – 762 = 45%
- 13. Monthly Sales for Drip Filter and Espresso ESPRESSO TT MT Avg. Sales 673 584 % 54% 46% DRIP FILTER TT MT Avg. Sales 254 78 % 77% 23%
- 14. Sales For Coffee Per Zone Avgrage. Sale 240 161 97 128 106 146 24 6 Seasonal Sale 561 566 279 329 359 279 117 38 •South •West •East •North •Noida •Gurgaon •Faridabad •Ghaziabad Zones Avg. % Sales Seasonal % sales South Delhi 25% 22% North Delhi 14% 13% West Delhi 18% 22% East Delhi 11% 11% Noida 12% 14% Faridabad 3% 5% Gurgaon 16% 11% Gaziabad 1% 2%
- 15. Zones Avg Sales(Filter) Avg Sales(Espress o) Total Avg Sales(Filter) % Avg Sales (Espresso)% Faridabad 8 8 16 50% 50% Gurgaon 10 17 27 63% 37% Noida 22 72 94 77% 23% Ghaziabad 12 32 44 73% 27% North Delhi 4 4 8 50% 50% South Delhi 12 38 50 76% 24% West Delhi 11 22 33 63% 37% East Delhi 3 13 16 81% 19% Average sales in Modern Trade
- 16. Average Sales per Month– Drip filter Vs. Espresso Overall Espresso and Drip Filter Sales are 1257 and 332 respectively where as total is 1589. Overall Espresso and Drip Filter Sales are 1257 and 332 respectively where as total is 1589. Monthly Market Share 174 66 121 40 105 42 138 40 82 24 61 3134 82 4 0 20 40 60 80 100 120 140 160 180 200 Espresso Filter C o f f ee Maker •South •West •East •North •Noida •Gurgaon •Faridabad •Ghaziabad Zone Filter Espresso Zone Filter Espresso South Delhi 28% 72% Gurgaon 34% 66% North Delhi 22% 78% Noida 43% 57% East Delhi 29% 71% Ghaziabad 33% 67% West Delhi 25% 75% Faridabad 19% 81%
- 17. Seasonal Sales –Drip filter Vs. Espresso Seasonal Sales 174 387 168 398 105 174 138 197 102 257 61 218 34 83 19 19 0 50 100 150 200 250 300 350 400 450 Filter Espresso Coffee Maker Sales •South •West •East •North •Noida •Gurgaon •Faridabad •Ghaziabad Zone Filter Espresso Zone Filter Espresso South Delhi 31% 69% Gurgaon 22% 78% North Delhi 41% 59% Noida 28% 72% East Delhi 38% 62% Ghaziabad 50% 50% West Delhi 30% 70% Faridabad 29% 71% Overall Espresso and Drip Filter Sales are 2953 and 956 respectively where as total is 3909. Overall Espresso and Drip Filter Sales are 2953 and 956 respectively where as total is 3909.
- 18. Price Cap South North East West Noida Farida bad G’gaon Ghz’bad NCR <1000 14 - 1 5 2 7 4 - 33 1000-2500 4 17 14 30 11 18 21 2 117 2500-3500 30 42 22 32 12 7 22 3 170 3500-4500 46 15 14 24 3 7 23 8 140 4500-5500 4 - - 1 - - - - 5 5500-6500 - - - - - - 1 - 1 6500-7500 - - - 1 - - - - 1 7500-9500 10 1 1 - - - 5 - 17 9500- 12000 6 - 1 - 2 - 1 2 12 12000- 16000 2 - - - - - - - 2 Price Cap for NCR
- 19. Price Cap for Espresso Price Cap South North East West Noida Farida bad G’gaon Ghz’bad NCR <1000 - - - - - - - - - 1000-2500 - - 1 8 - - 2 - 11 2500-3500 32 21 13 29 9 9 16 3 132 3500-4500 36 10 4 20 3 3 16 2 94 4500-5500 - - - - - - - - - 5500-6500 - - - - - - 1 - 1 6500-7500 - - - - - - - - - 7500-9500 10 - 1 - - - 5 - 16 9500- 12000 6 - 1 - 2 - 1 - 10 12000- 16000 1 - - - - - - - 1 A BIG Gap!!!! Lavazza : The only Player !!
- 20. Kill Morphy Richards Morphy with a wide price range and 5 models is present in 25% NCR market and is Available at 111 Stores. Philips following Morphy with 22%. in NCR and is Available at 71 Stores. Morphy with a wide price range and 5 models is present in 25% NCR market and is Available at 111 Stores. Philips following Morphy with 22%. in NCR and is Available at 71 Stores.
- 21. Lavazza – Future of Espresso . Concept Lavazza , the ideal espresso for espresso maniacs even at home Concept Lavazza , the ideal espresso for espresso maniacs even at home Innovation Comprised of an espresso machine and self-protecting, individually vacuum- packed pods, containing the prized Lavazza blends Innovation Comprised of an espresso machine and self-protecting, individually vacuum- packed pods, containing the prized Lavazza blends
- 22. The Capsules @ Croma- CP • Lavazza Capsule Costs Rs. 25 Each • Used for Professionally Prepared Coffee • Lavazza Capsule Costs Rs. 25 Each • Used for Professionally Prepared Coffee
- 23. The Machine An Integrated system combines technological innovation, excellent quality and exclusivity. An Integrated system combines technological innovation, excellent quality and exclusivity. Comprised of a Saeco espresso machine & self- protecting, individually vacuum-packed pods, containing the Lavazza blends Comprised of a Saeco espresso machine & self- protecting, individually vacuum-packed pods, containing the Lavazza blends
- 24. Functioning (Left to Right) Button 1- For Frothing Button 2- To put in a cup Button 3- For Strength hardness (Left to Right) Button 1- For Frothing Button 2- To put in a cup Button 3- For Strength hardness
- 25. Available @ CROMA Only Original Price – 16000/- Croma price 13000/- Home Service Home Demo Sales : 4-5 unit in a month Capacity- 1 cup
- 26. Finally……….. The Cup! • Dense, firm, and at least 2 - 3 mm thick • Persistent: it lasts at least 2 - 3 minutes • A full and fragrant aroma • Hazelnut colored • Thick crema chocolaty taste
- 27. Displays At Market Aar Kay plaza Ramesh Nagar Malik Enterprises Moti Nagar Sound & image Hari Nagar KCOP Distributors Dabri
- 28. Growing Threats…!! • Cantee- 6 Models, both with high and low price range • Bajaj- Capturing middle income segment with a low price Available at 24 stores Available at 24 stores Available at 51 stores Available at 51 stores
- 29. CANTEECANTEE BAJAJBAJAJ PHILIPSPHILIPS Philips is present in 71 stores while Bajaj and Cantee is following Philips by 51 and 24 stores respectively
- 30. MIP-Market Introduction Plan • Market Situation • Distribution & Reach • Launch City List • Price Cascade • Launch Plan
- 31. Market Situation S ales For Drip Filter 26% 74% S ales For Drip Filter Avg. S ales For Drip Filter S easonal Sales For Espresso 30% 70% S ales For Espresso Avg S ales For Espresso S easonal MT 18% TT 82% Total Yearly Sales Monthly and seasonally Drip Filter and Espresso are sharing market with 26/74 and 30/70 resp. MT and TT are sharing the sale of Coffee maker with 18% and 82% resp. Monthly and seasonally Drip Filter and Espresso are sharing market with 26/74 and 30/70 resp. MT and TT are sharing the sale of Coffee maker with 18% and 82% resp.
- 32. Distribution and Reach Total universe = 188 TT + 43 MT = 243 out of 43 MT we have 12 CROMA 4 Big Bazaar 3 The Electronic store 3 Spencer’s Target POSM TT-Stickers, Display Units MT- Standies, Danglers Target Segment Household – 35% Corporate-65%
- 33. Launch City : Place We are going to launch are product in Delhi NCR occupied by 13,039,839 people and 8 distributors all over the Delhi NCR. We are going to launch are product in Delhi NCR occupied by 13,039,839 people and 8 distributors all over the Delhi NCR.
- 34. Price Cascade Gap Analysis • Big gap in the range of Rs. 4000-12000 • Morphy ends its espresso range at Rs. 4000 and Lavazza starts at Rs. 12000. We can launch 4-6 cup espresso : Rs. 4500-6500 or 6-8 cup espresso : Rs. 5500-8000 Gap Analysis • Big gap in the range of Rs. 4000-12000 • Morphy ends its espresso range at Rs. 4000 and Lavazza starts at Rs. 12000. We can launch 4-6 cup espresso : Rs. 4500-6500 or 6-8 cup espresso : Rs. 5500-8000
- 35. Product Cascade •Where is PHILIPS Espresso?? – Market demand •Product Features:- o Espresso o Frother o Auto shut off •Accessories- Carafe and Spoon •Where is PHILIPS Espresso?? – Market demand •Product Features:- o Espresso o Frother o Auto shut off •Accessories- Carafe and Spoon
- 36. Need Analysis Brand Pillars • Easy to use : easy to install at home. • Advanced : LCD Display, Fast Brew, Over Pressure Protection Device, Espresso + Cappuccino
- 37. 5 Why Approach Why someone should buy Philips Espresso?? 1. Price !! Like never before 2.Compact in size 3.More Cup in Less Price 4. Stylish Sleek look 5. Reasonable Why someone should buy Philips Espresso?? 1. Price !! Like never before 2.Compact in size 3.More Cup in Less Price 4. Stylish Sleek look 5. Reasonable
- 38. Key USP Benefit for Customers: Benefit for Retailer: Good Quality branded Coffee maker within a Reasonable Price Higher margins/ Easy to store/ Easy Maintenance possibilities + with a brand name
- 39. Promotions Trade Promotions 1.Retail promotions schemes Offers on keeping good stock 2.Gifts on first stock 3. Offering shelves for display
- 40. Consumer Promotions Taste and Think with Sense & Simplicity !! • Demos @ Stores like Croma • Demos in colonies • Coffee demo at malls near by Barista/CCD/Café mocha offering coffee to taste free of cost. • 6 cup gift pack with launch stock Taste and Think with Sense & Simplicity !! • Demos @ Stores like Croma • Demos in colonies • Coffee demo at malls near by Barista/CCD/Café mocha offering coffee to taste free of cost. • 6 cup gift pack with launch stock
- 41. Sample cup for Consumer PromotionSample cup for Consumer Promotion
- 42. Promote Coffee Habit with the product • We promote near by college campuses specially in SOUTH DELHI like Gargi, IITD or DU. • For Brand Awareness….. We choose college fest to promote our brand by Sponsoring fest or particular event. Putting up a small coffee counter on very low price. For E.g.
- 43. Strength •Brand recall value •Already had an Brand acceptance in the market. •Known for providing best “Value for Money” Weakness •Low Margins •Less Variety •Low awareness of Philips coffee makers among consumers Opportunities •Growing demand by households in India •Coffee market is growing, Threats •Increasing number of players in the market •Low prices of competitors for E.g. Bajaj •Wide range with innovative features offered by the competitors SWOT
- 44. Overall Recommendations Philips should introduce an espresso coffee maker with a frother and removable filter. (Like Cantee and Morphy) A range of coffee makers in terms of quantity should be made available. (For E.g. Cantee) More Margin should be made available to the dealers as competitors are doing so. (Morphy- 22-25%) Awareness among consumers should be made. (Demos at exclusive showrooms For e.g. Croma and Shoppers stop) Certain tie ups should be made with the stores in Modern trade providing better opportunities for sales. (E.g.The Electronic store & Reliance ) Home demonstration services should be used in Case of modern trade
- 45. Thank you !