Project in Marketing Management. Product : Coffee

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