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 |
Abstract Case Intro 1 Case Intro 2 Excerpts
Market Potential for Coffee Decoction
Brewing a perfect cup of filter coffee was considered a rich tradition in South India since it involved selecting good quality coffee beans and chicory in the market, roasting, and grinding them to perfection, and steeping the right quantity of coffee powder in the right quantity of boiling water before mixing the decoction with milk and sugar, jaggery or honey. As India witnessed rapid urbanization and rising employment levels, several households stopped making filter coffee at home and turned to instant coffee powders because they no longer had the time to make filter coffee from scratch..
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