REFRRRESH

COFFEE
BRANDS LIFE SCRIPT

Akanksha Giri
Shikha Jain
Faisal Firoz
Avilash Kumar
Roopesh Aggarwal

ABOUT THE CASE

Bharat Dalmia laid out some prototypes of his new
coffee Refrrresh with varying designs , three flavors
and brand name choices.
Bharat plans to challenge the big brands in the coffee
market.
Brand creation/birth is done either as a leader or a
challenger or a survivor which will further determine
its future.

CONTI
A Brand does not operate of its own, it is managed by
people whose collective minds, intentions , fears and
anxieties form the brands life script.
Sticking to the intention of which the brand has been
created or thought of been creating
Brand is very much like human life and a continuous
interplay of the positive and negative forces.

POINT OF
DISCUSSION
Every Brand seems to have a specific role to play :
Challenger , Leader or Survivor
What role should Bharat assign to his coffee brand
Refrresh ?
A Life Script of a brand can be changed or not.
Can a leader be challenged or not ?

PROBLEMS AND ISSUES

LEADERSHIP BRAND

CHALLENGER BRAND

COLGATE

CLOSE UP

COKE

PEPSI

NIRMA ( LPC )

SURF EXCEL

SURVIVOR BRAND

Dollops ice-cream by Cadbury

RECOMMENDATIONS
Baharat should launch a great coffee as a survivor
with a innovative idea.
Because it is very simple that a brand does not
operate on its own.
Eventually it is going to decided by the people and
the competitors that where the brand going to stand,
a leader, survivor or challenger.