This document provides information on Bijili, an Indian coffee company. It summarizes Bijili's target markets as students, working professionals who drink coffee twice daily, and niche populations like older adults and diabetics. It outlines Bijili's product varieties, affordable pricing strategy, and distribution through exclusive dealers and franchises. The summary highlights Bijili's strengths as a healthier coffee option with varieties for niche groups, and opportunities in tying with corporates and appealing to health-conscious consumers, but also acknowledges its weakness as a new brand compared to established competitors.

1. BIJILI
Drink Coffee. Stay happy!

2. SEGMENTATION
 More concentration on the South Indian population,
primarily the Brahmin society
 People of varied age groups can consume Bijili
products

3. Target Market
 Students
 Working population (drink coffee twice a day)
 Niche population ( Older population – lesser
caffeine, Diabetic patients – sugar free
readymade decoction, Healthier options)

4. POSITIONING
o Coffee made from the finest of Coffee beans
providing warmth and genuine happiness to all
o Excellent stimulant
o Provides a sense of freshness is the morning
o The aroma is very pleasing and driving
o Provides a romantic feel
o Warms the inner senses

5. Market Analysis

6. Why base our organization in India,
Especially South India?
• Per capita income is more compared to the
North
• Moderate climatic conditions
• Community inclination to coffee
• Eatables of the south go well with the coffee
• Supply of coffee seeds from Karnataka

7. Features of BIJILI Kaphee
 Instant energy
 Be Indian, Buy Indian
 Niche product to Niche Population
 Solution for Cold, Cough and fever
 Sold in Decoction state
 A new venture to cater the needs of the
children- Bijili Bites

8. Our USP
Promoting Indigenous products and providing
health drinks at affordable prices to all classes
of people

9. BIJILI Bites
 The birth of a new dimension in Bijili coffee
 Collaboration with Chunky Chocky
 Bijili Bites has negligible Caffeine content
 A perfect blend of rich coffee and creamy
toffee. Rolled into one stimulating addictive
experience

10. Product
 Classic Bijili – commonly preferred
 D- Bijili – for diabetics
 Herbal Bijili – for the health conscious
 Bijili Bites –chockies for children

11. Pricing
 Market Penetration pricing strategy
 No import costs and very less transportation costs
so can be priced lower
BIJILI
Varieties
Satche
ts
50 gms 100 gms 250 gms
Classic Rs.1 Rs.89 Rs.169 Rs.409
D-Bijili Rs.2 Rs.129 Rs.249 Rs.639
Herbal Rs.2 Rs.119 Rs.229 Rs.559
Bijili Bites Rs.1 - - -

12. Packaging
 Pods incur a high cost and have waste
associated with excessive packaging
 Vaccum sealed bags  hinder gases
generated from within(CO2) to
escape(degassing) harming the flavours of
coffee
 We thus prefer valve sealed bags for shipping
freshly roasted coffee as its eco friendly too .

13. PROMOTION

14. Brand Ambassador

17. RCB Sponsorship

18. Other Promotional Activities
 Tie ups with corporates and IT firms
 Collaboration from Radaan Network
 Southern Railways
 Flash mobs
 Marathon Run
 Free samples with ‘The Hindu’
 Online Coffee Store
 Bijili Coffee Vending machines at Prime locations
in major cities in the South

19. Place (Distribution)
 Both Exclusive Distribution and Franchising
 Franchising is a network of collaborative
business relationships that allows a number of
people to share:
 A brand identification
 A successful method of doing business
 A proven marketing and distribution system

20. SWOT ANALYSIS
BRAND: NESCAFE and BRU
Strength
 Strong brand name
 Excellent advertising and visibility
 Good Product Distribution
 Varieties

21. SWOT (Contd.)
BRAND: Nescafe
Weakness
 Health conscious people can’t drink
 Prices are high
 Target demographic is limited to the upper
middle class

22. SWOT (Contd.)
BRAND: Bru
Weakness
 Higher caffeine content keeps the health
conscious population at bay
 Lack of varieties
 High pricing strategy

23. SWOT (Contd.)
BRAND: Nescafe and Bru
Opportunities:
 Tie ups with corporates
 Several options for the upper and middle class

24. SWOT (Contd.)
Brand: Nescafe and Bru
Threat:
 Health conscious people avoid coffee

25. SWOT (Contd.)
BRAND: BIJILI
Strength
 Excellent advertising and Pricing strategy
(Market oriented)
 Comparatively lower caffeine content hence a
healthier option
 Several varieties catering to the demands of a
niche population (diabetics, etc)

26. SWOT (Contd.)
BRAND: Bijili
Weakness
 Brand name hasn’t been established, YET.
 Hasn’t gained a pan-Indian presence.
 Development of varieties still in the works.

27. SWOT (Contd.)
BRAND: Bijili
Opportunities
 Major competitors target the upper and Middle
class
 Importance to nutrition and diet
 Tie- ups with corporates
 Tapping into the student population

28. SWOT (Contd.)
BRAND: Bijili
Threats
 Established brands adopting our strategy

29. Packaging
 Pods incur a high cost and have waste
associated with excessive packaging
 Vaccum sealed bags  hinder gases
generated from within to escape harming the
flavours of coffee
 Valve Sealed Bags preferred for shipping
freshly roasted coffee

30. Long Term Goals
 Gaining a pan India presence
 Exporting Bijili products
 Globalizing the brand

31. PESTEL FACTOR
 Political
 Economical
 Social
 Technological
 Environmental
 Legal

32. Political Factor
 Analysing fluctuating fuel prices and freight
cost

33. Economic Factor
 Focus on sales maximization over profit
maximization to get brand recognition
 Analysis of inflation

34. Social Factors
 CSR

35. Technological Factors
 Maintaining the Decoction state for a long time

36. Environmental Factor
 Usage of Bio-degradable materials for
packaging

37. Legal Factors
 Proper payment of taxes and no reporting of
any fraudulent/pending cases against us