Branding Indian Coffees

An IMC Case Study

Chandradeep (CD) Mitra

Background
Coffee Board entrusts McKinsey &Co. to study the market for Coffee exports and recommend a strategy for growth - 2001 McKinsey recommendations
Shift product mix in favour of Arabicas Ensure competitive landed price through reduction in growing costs Maintain consistency in quality of coffee exported Guarantee reliability of exporters Integrate India with global coffee trade Improve Awareness of Indian Coffee in target markets (USA, Germany & Italy)

Marketing Consultant (Lintas Personal) appointed

The Brief
The Task: Build a positive image of Indian coffees among large coffee buyers around the world, to help boost Indian coffee exports The Key Countries: USA, Italy, Germany, Japan Target Audiences: Importers, Roasters, Agents, Cupping Experts, Trade Media etc.

The Strategy

Create a unique image for Indian coffees Differentiated strategy for few key markets High-impact presence at select events Make communication and image-building experiential Use experts wherever possible Lead, not follow, trends

FOCUSSED INITIATIVES, DIFFERENTIATED STRATEGIES, HIGH-IMPACT EXPERIENTIAL COMMUNICATIONS

Building An Identity

Brand Identity Package for Indian Coffees

Unique package consisting of 16 identities

Mother identity for Indian coffees 13 Regional coffees 3 Speciality coffees

Adaptation of unique, traditional Indian art formMadhubani, using flora and fauna of each region to underline eco-friendliness Taken across multiple media (brochures, exhibition panels, calendar, gifts, cards, etc.) Trademarked and extended to packaging, merchandise, stationery, etc.

Mother Logo

Speciality Logos

Regional Logos

Differentiated Strategy Customized Direct Mail

Customised Invitation Kits for key Japanese buyers

Breakthrough required for Japanese market Strategy - invite 13 key buyers for a visit to Indian plantations Creative - a customised invitation kit for each buyer, consisting of
Note from Chairperson, CB Brochure on Indian coffees Proposed itinerary Customised sample pack

Everything in Japanese!
9 JAPANESE BUYERS VISITED INDIA FOR ONE WEEK IN FEBRUARY 2003

Using Experts As Brand Advocates

Strategy:

Appoint Ken Davids, internationally renowned coffee expert & author as consultant Make Ken conduct cupping workshops in SF, LA, New York, Boston, Seattle and Atlanta
Personal invitations from Ken ensure high attendance Half-day workshops, with interaction and feedback, ensure high-impact experiential marketing Rich database, with high scope of follow through RESOUNDING SUCCESS

Promotions Through Trade Fairs

India - Portrait Country at Boston

Annual convention of SCAA (Speciality Coffee Association of America) - the worlds largest gathering of coffee professionals Intense planning and lobbying got India Portrait Country status in 2003 (Boston)

India - Portrait Country at Boston

Strategy :

Theme - Coffee Karma Welcome Reception - Culture & Cuisine Espresso Gourmet - Taste of Indian blends Fine Cup Award Finals - Indias best on the world stage, judged by the worlds best experts Exhibition Pavilion - Space to meet, sample, give away, interact, generate leads Presentations and Films Coffee Karma/

Promotions Through Trade Fairs Sinter Caf India - Partner Country at

Background Annual Coffee Convention of another Producer country - Costa Rica Strategy Theme - Monsooned Malabar - need to present a coffee that was unique to India as an Origin Welcome Reception - Culture & Cuisine Cupping exercise for sampling of Indian Coffee Exhibition Pavilion - Space to meet, sample, OUTSTANDING SUCCESS, LEADING TO INVITE FOR give away A SPECIAL BREAKOUT SESSION AT THE NCA IN 2004 Presentations and Films - Coffee Karma

Creative Campaign for Building a Brand Image for Indian Coffee

Theme based communication developed around Karmic Philosophy and Indian Coffee
First presented through a set of innovative documentary films shown at trade shows for promoting Indian Coffee Theme carried forward in global industry magazines building unique heritage and differentiation for Indian coffee in a commodity environment

The Indian Coffee Films

Coffee Karma A Planters Perspective Coffee Nirvana

Thank You