TEAM : Phoenix

RESEARCH STP MARKETING MIX STRATEGY

Primary Research Sample Size: Survey = 84 Interviews = 12

Survey Stats Interview Insights

Sushrut Manekar: a coffee nerd

TATA is a commodity coffee brand, while Sonnet, positioned
62% 10% 65% 63% as specialty coffee, is overshadowed by competitors like
BlueTokai, Corridor7, and KCRoasters among coffee nerds.
Sonnet doesn't offer plain coffee, a preference among coffee nerds who
New to Brewing Have heard about Willing to try Willing to read appreciate a brand's confidence in its coffee through the plain variant.
Technique Sonnets Sonnets stories on pack Adding nutty, chocolate, and caramel flavors may overpower the actual
coffee taste.
Complexity of flavors profile not highlighted properly on the packs
Q-graders cupping score not mentioned, which could be a good RTB.
Sonnet can be sold in packs of 75g, 100g and 125g as 250g is
58% 38% 66% 58% a bigger committment

Non-brewers Thinks Packaging

Research Keywords
Find it costly and Think that stories
inconvenient to willing to looks Organic or convey premium-
brew change Elegant ness

Key Takeaways Engaging

Good attributes but
misrepresented Smaller Stories
Ineffective Visual Brand
Hierarchy Awareness Coffee
is Low packs
required
 RESEARCH STP MARKETING MIX STRATEGY

Segmentation Targetting
Neo
Budding Career Settled Career
BCG
Targetting the identified segments in the order of their decreasing priority

THE OCCASIONAL INDULGER THE STATUS SEEKER THE CONNOISEUR Easiest to convert High Product Awareness
Coffee Lovers

Psychographic Segmentation
Coffee is an Coffee is a status High finances Low Brand Awareness
occassional treat symbol
Seeks affordability, Seeks exclusivity THE STATUS SEEKER “STARS”
Easy to convert Low Product Awareness
convenience and luxury HIGH GROWTH
High finances Low Brand Awareness HIGH SYNERGY

THE BUDGET ENTHUSIAST THE CONNOISSEUR

Coffee Nerds

THE BUDGET ETHUSIAST Hard to convert High Product Awareness

Experiments with Has a highly refined Low finances Low Brand Awareness
basic brewing palate
“CASH-COWS”
Seeks a quality Invests a lot in high
THE OCCASIONAL INDULGER Hardest to convert Low Product Awareness HIGH GROWTH
coffee experience quality experience MEDIUM SYNERGY
Low finances Low Brand Awareness
Economic Segmentation

Positioning “QUESTION MARK”

For the Connoisseur, For the Occasional MEDIUM GROWTH

Indulger, Sonnets is a HIGH SYNERGY
Sonnets is an artisanal
For the Status Seeker, For the Budget premium coffee brand
microlot coffee brand
Sonnets is a premium and Enthusiast, Sonnets is a to provide convenient
that provides authentic
artisanal microlot coffee premium microlot coffee and affordable brew
and unique flavour
brand that is a status brand to provide high- coffee experience as a
profiles for the
symbol for the affluent quality brew coffee special treat or pick- “DOGS”
discerning palate in a
coffee lover who desires experience without me-up for busy LOW GROWTH
sustainable and
luxury and sophistication. breaking the bank. individuals. LOW SYNERGY
experimental manner.
 RESEARCH STP MARKETING MIX STRATEGY
SONNETS BREW COFFEE CUP

Product Contents TGs Targeted Channel Rationale

Milk powder packet The Connoisseur Brand Introduction
Product Line #1

Sugar packet The Status Seeker Brewing Awareness

Sealed Coffee filter pouch The Budget Enthusiast Easy to Adopt
Premium Microlot Coffee
The Occasional Indulger Affordable
Add warm water
Steps
Break The Seal
Coffee Place Coffee Pouch
Filter
Inside
Pour Hot Water
Takeway considered:

Brand
Price
SKU Awareness
is Low
Available in 20g pack 20g - Rs. 150/-

SONNETS COFFEE POUCHES

TGs Targeted Channel Rationale
Product Contents
6 Pouches Inside The Status Seeker
Sealed Coffee filter pouch Brand introduction and
Product Line #2

The Budget Enthusiast

awareness.
The Occasional Indulger
Teach and aware about
Premium Microlot Coffee
Steps brewing.
Break The Seal Easy to adopt and
Nullore
Dark
Roast
Place Coffee Pouch affordable
Dark
Chocolate,
Pour Hot Water
Takeway considered:
Caramel

1051 m
above
MSL
Acidity: 1.5/5
75g
SKU Price Brand Smaller
Coffee
Available in 90g only (6 90g - Rs. 299/-
Awareness
packs
is Low
pouches with 15g each) required
 RESEARCH STP MARKETING MIX STRATEGY
SONNETS STANDARD PACK

Product Contents TGs Targeted Channel Rationale

Different coffee grinds The Connoisseur
For the serious and daily
Product Line #3

according to brew The Budget Enthusiast

coffee users.
technique.
Premium Microlot Coffee
Available in multiple sizes.
Smaller packs, easier to
Steps commit or switch
Nullore Dark
Roast
Varying according to the
Dark
Chocolate, brewing technique. Takeaway considered:
Caramel

1051 m Engaging
above
MSL
Price Ineffective Visual
Hierarchy
Stories
Acidity: 1.5/5 SKU 100g - Rs. 249/-
250g
Available in 100g, 250g 250g - Rs. 529/-
Srikar’s day of work in Nullore:

SONNETS AVANTE GARDE

Product Contents Rationale
TGs Targeted Channel
Different coffee grinds Limited edition experimental
The Connoisseur
Product Line #4

according to brew coffee to create a sense of

technique (plain flavor FOMO.
Sonnets only). Only to attract extreme
coffee connoisseurs who
Avant-Garde Steps
prefer plain coffee.
Artisinal Mic
rolot Coffee

Limited editio Varying according to the

n
brewing technique.
Nullore Price Takeway considered:
250g Classic Plain 75g - Rs. 175/- Good attributes but
Moka Pot
Dark Roast SKU misrepresented
Smaller
100g - Rs. 299/- Coffee
Available in 75g, 100g, 250g packs
250g - Rs. 649/- required
 RESEARCH STP MARKETING MIX STRATEGY

Segregate Convey
Influencer marketing
Disassociating Premium brand Commodity brand
Mithilesh Vazalwar
TATA Coffee
Reach - 1,00,000
from Sonnets Preventing Brand DIlution of Sonnets Q grader

Coffee Roaster, Taster, Brewer

(Q-Grader)
Establish RED OCEAN FOR COFFEE NERDS
2 Time Indian Coffee Champion
(‘22 Barista, ’17Aeropress)
Founder and CEO
@corridorsevencoffee
1. Similar value as TedX 2x Speaker
competitors
2. Entry into new
regions *BYOC
3. Different product ’Brew Your Own Coffee’ campaign
lines The campaign/competition on create brewing
4. Leveraging coffee through different techniques
TajSATS and IHCL The winners will be given tour of the estates
5. Innovations like and will get an opportunity to customize their
own coffee Digital Ads
Brew Cup and
BYOC
Farmers story Client Testimonials Cupping Score Awareness
Insights on QGraders score
BLUE OCEAN FOR COFFEE LOVERS of coffee
Increases Authenticity

Awareness Aspirational Marketing Easy Onboarding

Simplified Brewing as a Smaller packs, Attributes Showcasing
Connection
brewing status easier Attributes Awareness
Trust
process symbol commitment Bringing in front the ‘BTS’ Loyalty Coffee Genuiness
Customized Messages from
Farmers
 APPENDIX: The design has been done from
scratch to convey the RTBs and
CLOSER LOOK AT THE PACKAGING DESIGN the attributes properly to the TGs

Sonnets
Avant-Garde
Artisinal Mic
rolot Coffee

Limited editio
n 6 Pouches Inside
Nullore
250g Classic Plain
Moka Pot
Dark Roast

Premium Microlot Coffee Premium Microlot Coffee

Nullore Nullore
Dark
Dark
Roast
Roast
Dark
Chocolate, Dark
Caramel
Chocolate,
1051 m Caramel
above
Premium Microlot Coffee MSL 1051 m
Acidity: 1.5/5 above
75g MSL
Add warm water
Acidity: 1.5/5
250g
Coffee
Filter
Inside Srikar’s day of work in Nullore: