iD Fresh Enters the Traditional Beverage Segment through its Filter Coffee Decoction

iD Fresh Enters the Traditional Beverage Segment through its Filter Coffee Decoction
Case Code: MKTG421
Case Length: 10 Pages
Period: 2018-2019
Pub Date: 2020
Teaching Note: Available
Price: Rs.300
Organization : iD Fresh Food (India) Pvt. Ltd.
Industry :Food & Beverage
Countries : India
Themes: Product Strategy & Design/ Marketing Mix/ Growth Strategy/Marketing Research
iD Fresh Enters the Traditional Beverage Segment through its Filter Coffee Decoction
Abstract Case Intro 1 Case Intro 2 Excerpts


The case study ‘iD Fresh Enters the Traditional Beverage Segment through its Filter Coffee Decoction’ describes how iD Fresh Food (India) Pvt. Ltd. (iD Fresh), a relatively new entrant in the Indian food & beverages market, forayed into the Indian coffee market by addressing the unmet demand for ready-to-make authentic filter coffee.

The company manufactured a range of ready-to-cook, fresh Indian food products, including Idli and Dosa batter, Ragi (Finger Millet) Idli and Dosa batter, Rice Rava (granulated rice) batter, Malabar Parota, Whole Wheat Parota, Whole Wheat Chapati, Natural Paneer (Cottage Cheese), Natural Curd, and Vada (a fried snack) Batter. In 2018, the company entered the beverages segment through ‘iD Fresh – Traditional Filter Coffee Decoction’ (iD Filter Coffee Decoction).

The case study provides a brief note on the Indian ready-to-drink (RTD) market and explains the reasons for iD Fresh finding a potential market for iD Filter Coffee Decoction, especially with the lifestyle of many Indians becoming more hectic due to the rise in urbanization, increase in the number of nuclear families, and growth in the number of dual-income households. Many Indians had thus abandoned the practice of brewing filter coffee at home and turned toward instant coffee powders. However, many coffee connoisseurs continued to seek authentic filter coffee.

Next, the case study touches on the pilot launch of the product and the insights obtained from it. It then talks about the various marketing strategies employed, including word-of-mouth marketing, Above the Line Advertising (ATL), Below the Line Advertising (BTL), and digital marketing, to promote the product. The case study also details how ingenious packaging helped iD Fresh overcome the challenge of preserving the aroma and freshness of the coffee decoction without adding any preservatives and providing consumers with an innovative product that simplified the process of making authentic filter coffee.

The case study then describes the expansion plans for the product and the company’s decision to institute a special Strategic Business Unit (SBU) for further expansion of the coffee business. The case ends with the future targets that iD Fresh had set for its filter coffee business and how it plans to accomplish these goals.


The case is structured to achieve the following teaching objectives:

  • Understand the importance of packaging in a product’s marketing mix.
  • Understand the importance of using a variety of marketing channels to promote a product.
  • Learn how new market entrants can effectively compete with existing large players.
  • Understand how a company can identify the market potential of a product.
  • Comprehend the best practices of leading product-based companies.



Indian RTD Coffee Market, Product Packaging, Marketing Mix, Growth Strategies, Market-Challenger Strategies, Packaging Innovation, Word-of-Mouth Marketing, 360-Degree Marketing, Social Media Marketing, Flank Attack Strategy

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