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!