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 - April’02

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 IdentityBrand 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 form-Madhubani, 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 world’s 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 - India’s best on the world

stage, judged by the world’s best experts• Exhibition Pavilion - Space to meet, sample, give

away, interact, generate leads• Presentations and Films – Coffee Karma/ Nirvana

Promotions Through Trade FairsIndia - Partner Country at Sinter Café

• 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, give away– Presentations and Films - Coffee Karma

OUTSTANDING SUCCESS, LEADING TO INVITE FOR A SPECIAL BREAKOUT SESSION AT THE NCA IN 2004

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 Planter’s Perspective• Coffee Nirvana

Thank You