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


Marketing Strategy

The launch of ‘iD Filter Coffee Decoction’ marked the entry of iD Fresh into the RTD beverage segment. The company claimed that the product was 100% natural with no added preservatives or artificial ingredients. This was in line with the company’s goal of offering fresh, natural food to consumers. The product was made of single origin coffee, had the right blend of chicory and coffee (i.e. 20% of chicory and 80% of coffee),..

A lip-smacking success?

iD Fresh claimed that the ‘iD Filter Coffee Decoction’ was warmly accepted by consumers in India, and the UAE. Between September 2018 and March 2019, the company sold more than 10 million cups of the filter coffee which generated revenue of about US$780,000 (Rs.60 million). iD Fresh expected to generate revenues of Rs. 3 billion from coffee sales by mid-2020. Musthafa said,..


Exhibit I: Customer Reviews of iD Filter Coffee Decoction
Exhibit II: iD Filter Coffee Decoction Packaging
Exhibit III: Print Advertisement in The Times of India
Exhibit VI: Event Promotions
Exhibit V: Short Recipe Videos Posted on Social Media Platforms
Exhibit VI: Posts on Social Media Platforms during Covid-19 Pandemic

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