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Subject category: Marketing
Authors:
Nitin Gupta (Institute of Management Technology - Hyderabad); Debipriya Roy (Institute of Management Technology - Hyderabad)
Published in:
2019
Revision date:
07-May-2019
Length:
9 pages
Data source:
Published sources

Abstract

CCL Products (India) Ltd (CCL) was an instant coffee manufacturing firm based in India. It operated as an Export Oriented Unit (EOU), whose focus had been on the export of instant coffee from India. However, in 2018, the firm wanted to enter the Indian retail market by introducing its 3-in-1 coffee sachets. In order to understand the consumer behaviour displayed by the Indian consumers while purchasing coffee, CCL had hired services of a leading marketing research agency. The agency gave CCL a detailed report on the Indian consumers' coffee consumption behaviour. The task in front of CCL was to use the insights provided in this survey and formulate strategies for introducing its 3-in-1 coffee sachets in the Indian retail market.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Topics

Segmentation; Coffee; Diffusion of innovation; India; Consumer behavior

Setting

The events covered by this item took place in 2018.

Geographical setting

Region:
Asia
Country:
India

Featured company

Company name:
CCL Products (India) Ltd
Employees:
201-500
Turnover:
INR 828,68,00,000
Type:
Privately held
Industry:
Coffee and fast moving consumer goods
Other keywords:
Listed on Indian Stock Exchange

Featured protagonist

  • Challa Shrishant (male), Managing Director

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