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

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
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
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

iD Fresh Food (India) Pvt. Ltd. (iD Fresh), a Bengaluru-based manufacturer of 100% natural ready-to-cook (RTC) food products, entered the ready-to-drink (RTD) beverage segment in 2018 under the brand name ‘iD Fresh – Traditional Filter Coffee Decoction’ (iD Filter Coffee Decoction). Unlike most other existing filter coffee products that were sold in the form of coffee powder, ‘iD Filter Coffee Decoction’ was sold in the form of ready-to-use decoction (liquid). To make filter coffee from the decoction, consumers just had to shake the pack well, pour in 20 ml of the decoction into 100 ml of hot milk, and add sugar. The primary aim of the brand was to wean coffee consumers away from Hindustan Unilever’s Bru and Nestlé’s Nescafé, the most popular instant coffee brands in India..

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