Professional Documents
Culture Documents
Coffees –
An IMC Case Study
FOCUSSED INITIATIVES,
DIFFERENTIATED STRATEGIES,
HIGH-IMPACT ‘EXPERIENTIAL’ COMMUNICATIONS
Building An Identity
Brand Identity Package for Indian Coffees
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:
• 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,
OUTSTANDING
give awaySUCCESS, LEADING TO INVITE FOR
A SPECIAL BREAKOUT SESSION AT THE NCA IN 2004
– Presentations and Films - Coffee Karma
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