BIJILIDrink Coffee. Stay happy!
SEGMENTATION
More concentration on the South Indian population, primarily the Brahmin society
People of varied age groups can consume Bijili products
Target Market
Students Working population (drink coffee twice a
day) Niche population ( Older population – lesser
caffeine, Diabetic patients – sugar free readymade decoction, Healthier options)
POSITIONING
o Coffee made from the finest of Coffee beans providing warmth and genuine happiness to all
o Excellent stimulanto Provides a sense of freshness is the
morningo The aroma is very pleasing and drivingo Provides a romantic feelo Warms the inner senses
Market Analysis
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
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
Our USP
Promoting Indigenous products and providing health drinks at affordable prices to all classes of people
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
Product
Classic Bijili – commonly preferred D- Bijili – for diabetics Herbal Bijili – for the health conscious Bijili Bites –chockies for children
Pricing
Market Penetration pricing strategy No import costs and very less
transportation costs so can be priced lower BIJILI Varieties
Satchets
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 - - -
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 .
PROMOTION
Brand Ambassador
RCB Sponsorship
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
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
SWOT ANALYSIS
BRAND: NESCAFE and BRUStrength Strong brand name Excellent advertising and visibility Good Product Distribution Varieties
SWOT (Contd.)
BRAND: NescafeWeakness Health conscious people can’t drink Prices are high Target demographic is limited to the
upper middle class
SWOT (Contd.)
BRAND: BruWeakness Higher caffeine content keeps the health
conscious population at bay Lack of varieties High pricing strategy
SWOT (Contd.)
BRAND: Nescafe and BruOpportunities: Tie ups with corporates Several options for the upper and middle
class
SWOT (Contd.)
Brand: Nescafe and BruThreat: Health conscious people avoid coffee
SWOT (Contd.)
BRAND: BIJILIStrength 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)
SWOT (Contd.)
BRAND: BijiliWeakness Brand name hasn’t been established,
YET. Hasn’t gained a pan-Indian presence. Development of varieties still in the
works.
SWOT (Contd.)
BRAND: BijiliOpportunities Major competitors target the upper and
Middle class Importance to nutrition and diet Tie- ups with corporates Tapping into the student population
SWOT (Contd.)
BRAND: BijiliThreats Established brands adopting our strategy
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
Long Term Goals
Gaining a pan India presence Exporting Bijili products Globalizing the brand
PESTEL FACTOR
Political Economical Social Technological Environmental Legal
Political Factor
Analysing fluctuating fuel prices and freight cost
Economic Factor
Focus on sales maximization over profit maximization to get brand recognition
Analysis of inflation
Social Factors
CSR
Technological Factors
Maintaining the Decoction state for a long time
Environmental Factor
Usage of Bio-degradable materials for packaging
Legal Factors
Proper payment of taxes and no reporting of any fraudulent/pending cases against us
Thank You!