Ankit

Sujeet

Arpita

Manjari

Team Heroes- IIM Calcutta

Defining the Target

Problem Statement

Market Analysis

Our Aim

Triggers

To increase consumption of
coffee in North India

Not very well entrenched

beverage habits

Customers Thoughts

Openness to new products

Coffee is something special to be

drunk on special occasions

Open to idea of coffee outlets for

example CCD and Barista
Building up coffee aficionados at
young age to drive growth

Functional benefit of
rejuvenation as the major driver

Barriers

Insights

Tea has become a part of routine

Focus on people having a high

propensity to try new products

Majority of the population has

grown up drinking tea

Building up on the new age

mantra of effectiveness

Easy access to tea as compared

to coffee

Building up the need to be fresh

and active

Coffee as a rejuvenating drink

Tea being considered as an Indian

drink

Focus on less entrenched taste

among consumers

Coffee as an instrument of
bonding and socializing

Coffee lacking Indian nature in

naming convention and flavors

Connecting with Indian nature of

coffee through advertisements

Not fit for drinking in summers

Causes acidity and gastronomic
problems

Challenges for Nescafe

Limits regular consumption
Lack of incentive for customers
to start drinking coffee
Marketing focused on increasing
consumption than penetration
Lack of consumption of coffee in
summers

HIGH

Maintains a perfect balance

between work and personal life

Whenever stuck with something,

Nescafe helps the customer relax

Order of Suitability

>40 Years

LOW

A young male/female who wants

work done more efficiently

Coffee will help him get better

ideas

Customer Analysis

Entrenched drinking habits

Gets wasted due to formulation

of lumps

Target Group Characteristics

HIGH

Coffee is his companion in work

when he is struggling with
monotony and wants new ideas

16-22 Years
30-40 Years

22-30 Years

22-30 Years
30-40 Years

16-22 Years
Ability to try new products

HIGH LOW

>40

Coffee is his companion, when

he is burning his midnight oil to
succeed

Target
Group

For all the times when the

customer is tired, Nescafe
increases efficiency by keeping
them focused

Value Proposition of Nescafe Portfolio

Existing Nescafe Portfolio
Nescafe Classic: Instant
coffee with rich taste which
gives you awesome start in
morning and keeps you
going
Nescafe Gold: Premium
Coffee with high valued
taste mainly for people who
savours taste and smell of
coffee
Nescafe Cappuccino: Instant
Cappuccino coffee available
in form of sachets to give
you caf like coffee feel at
home
Nescafe Choca Mocha:
Instant-Mix drink ;Intense
and luxurious drinking
chocolate flavour with a hint
of coffee
Nescafe Sunrise: Slow
roasted aroma granules with
a strong aroma to aromatise
your mornings
Nescafe Sunrise Premium:
Premium Version of Sunrise
with richer taste and smell
of coffee

Value proposition

Brand is Targeted to?

Customers with a
intellectual and trendy
lifestyle

Regular drinkers of
coffee with a special
focus on South India

Customers who
appreciate the taste,
aroma, and smell of
coffee

Customers having a
aspirational/luxurious
lifestyle

Emotional benefit

Relieves
frustration
and changes
mood

Flaws in the Current State?

Tea liking people
Indian taste buds
Converting a non-customer into a customer
Not being able to educate or attract customers who
have rudimentary knowledge of coffee
Not being able to communicate Indianness in
coffee to the customer

Taste and
aroma, helps
with
drowsiness
Product benefit

Lets you work in a

more efficient
manner than
others, coffee
makes you think
on your feet

Rational
benefit

Desire to
work smarter,
to not waste
time

Consumer Insight

What do customers say?

I drink cold coffee when my mood is off, makes me
feel relaxed
I drink coffee only when I have to stay up night
long, be attentive, or work late
I do not get the difference between different types
of coffee

Nescafe with its unique taste and aroma,

improves your mood and allows you to work
in a smarter manner

Product Nescafe cold coffees

Target Segment
Young college Students, Professionals (15-30 years old)
For younger generation, which wants quick solution
People with busy lifestyle & living away from family

Product Description
Nescafe cold coffees, give you more time to spend with
loved ones
Product is a ready-made cold coffee, with a local Indian
taste
We suggest 3 flavors Nescafe Badam, Nescafe Pista, &
Nescafe Choco
The product would be ready to use and needs to be
refrigerated
It will best suitable for summers in North India
Our customer would stock small bottles in a refrigerator
These bottles can be used while travelling, class, meeting,
working late night, shopping.

Why This Product?

Packaging

We need a connect with the local taste of Indian customer

A product that matches the fast paced lives of our target
customer
With the smaller SKUs, the trial appeal of our products will
increase greatly
Multiple flavors for customer flexibility
Induced trials will develop a taste for coffee in the minds of
young customers
These customers will grow as coffee lovers and will help in
increasing the coffee consumption in the country

Format The product will come in a light pet

tumbler format to give feel of drinking from a glass
with a seal which can be rotated and removed and
can be put back for temporary purpose
The SKU size will be 200 ml
Shelf life would be 4-6 months
Tumbler will be transparent as Indians love to see
the color and nature of drink before buying

With other beverages priced at 20/-, we suggest to

include a premium owing to thick milk, coffee and
dry-fruits/chocolate in our product
Placing it above 20/- will also give a premium
perception for the brand
Hence pricing at 25/- is the optimal strategy for 250
ml

The Three Flavours

Growth Strategy

The first phase

looks at
increasing trials
by the
population

Nescafe coffee
mixes, Nescafe
honey

Phase 2

Nescafe Choco,
Badam and
Pista flavor

Phase 1

Almonds and Pistachio are Indian flavors, widely used in

Indian foods and sweets
Pistachio and almonds are well accepted in Indian society
for their benefits
Almonds are perceived to be memory boosters and reduce
cholesterol levels
In north India mothers gives out almonds to their children
as nourishment
Pista mixed with milk is very much cherished by milk lovers
and reduces the risk of diabetes and increases immunity
levels

Price

The second
phase is to
appeal to a
larger audience,
increase
penetration and
acceptability

Product

SKU size

Price

Paperboat

250 ml

20

Amul Kool

200 ml

20

Fruit juices(real)

200 ml

20

Cold coffee (vending machine)

300 ml

25

Caf cuba

200 ml

25

Gatorade

500 ml

40

Tzinga

250 ml

30