Competitors

Nescafe
Nestle
u.s.p. 100% pure instant coffee
Mone-150 ]200g]

Tagline/ Slogan

One Nescafe many coffees ;Good Food Good Life

1. Strong Nestle brand name

2.Excellent advertising and visibility
3.Good product distribution and availability
Strengths

4.Lots of flavors and varieties available

Weaknesses

1.Health conscious people avoid coffee as it Contains caffeine

1. Tie-ups with corporates

Opportunities

2.Cheaper packets for rural areas

Threats

1.Health conscious people avoiding coffee

Tata coffee
Parent Company

Tata Group

Tagline/ Slogan

Discover the refreshing world of Tata Coffee

USP

Refreshing taste of coffee

Mone 155 ]200g]

1. Strong brand name and one of the largest integrated coffee plantation in the
world
2.Has brought about continuous improvement in harvesting and processing
techniques by working with Starbucks
3. Has diversified into timber business as well under brand name Conswood
4. Strong backing by parent company
5. Good distribution and availability
Strengths

6. Good visibility through print ads

Weaknesses

1.Intense competition means limited market share

2.Health conscious people avoid coffee as it Contains caffeine

Opportunities

1.Also, domestic consumption being very small, there lies a huge opportunity to
expand the market with the help of intensive coffee promotion
2.Opportunity in terms of diversification into other businesses

Threats

1.Cheap labour is one of the most critical cost factors in coffee production.
Substantial increase in labour cost can erode competitiveness of Indian coffee in
the international markets
2.Coffee is one of the few agricultural crops in India which is subject to taxes
3.Russia, the largest importer of coffee from India, is undergoing an economic
crisis. As a result, it has suspended coffee imports

Folgers
Parent Company

The J.M. Smucker Company

Tagline/ Slogan

The Best Part of Wakin' Up is Folgers in Your Cup

USP

Iconic coffee manufacturer since 1850

Mone 160 ]200g]

Strengths

1. Decades of experience in roasting and manufacturing coffee since 1850

2. High recall value brand in coffee segment

3. Successful ad campaigns reinforcing brand position
4. Market leadership in terms of market share
5. Robust distribution and retailer network
6. Strong advertising and marketing through TVCs, print ads
7. Excellent distribution and availability of the brand
1. Limited global presence of the brand
Weaknesses

2. Intense competition means limited brand loyalty

Opportunities

1. Introduction of ready coffee mixes suitable for traveling

2. Export opportunities in overseas market
3. Expansion into other related verticals like ice creams and energy drinks
1. On-the-go coffee shops
2. Shift of trend from self-brewing coffee to readymade coffee

Threats

3. Price of unroasted coffee beans can fluctuate widely in agri-trading markets

Bru
Parent Company

HUL

Tagline/ Slogan

Bru se hoti hain khushiyaan shuru

USP

Indias largest coffee brand

Mone 140 ]200g]

Strengths

1. Strong brand name

2.Excellent advertising and visibility

3.Good product distribution and availability

4.Lots of flavors and varieties available
Weaknesses

1. Coffee as a category still nascent in many countries like India

1. Tie-ups with corporates

Opportunities

2.Cheaper packets for rural areas

Threats

1.Health conscious people avoiding coffee

Georgia make khud se