Cofee Maker Reprt

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COFFEE MAKER 

BY

SHASHANK NAIR

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TT

visted 226 outlets

• Zones

south mumbai - 223

Western mumbai - 207

Navi mumbai - 63

Central mumbai - 53

western

mumbai

38%

central

mumbai

9%

harbhou

r

mumbai

12%

south

mumbai

41%

total

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Filter and expresso (TT)

• Filter coffee maker -444

• Expresso coffee maker-

99

• (filter café lead with82% )

filter82%

express

o

18%

sales

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MT

Modern trade sales %

• Total shop visited =30

• Coffee maker found in 29

outlets.• E-zone and Bigbazar have

there own coffee maker

brand namely koryo.

sales,

30%

sales,14%sales,

28%

sales,

14%

sales,

14%

sales

E-zone

Bigbazzar

Vijay sales

Croma

kohinoor

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Filter and espresso (MT)

filter

62%

expresso

38%

sales

filter

expresso

• Filter coffee – 173

• Espresso coffee -108

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comparing

MT

38%

TT

62%

MT and TT

MT

TT

Traditional approach= 543

Modern Approach = 328

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Through out the city

• Brand presence (TT) • Brand presence in MT

black anddecker

38%

Bajaj

1%morphy

richards

24%

russel hobbs

15%

nova

16%

preethi

2%

philips

4%

black and decker

Bajaj

morphy richards

russel hobbs

nova

preethi

philips

black and

decker

19%

Morphy

richards

50%

Koryo

25%

Bajaj

6%

presence

black and decker

Morphy richards

Koryo

Bajaj

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As Per The ABOVE data

• The sales of drip filter is leading by 82%,

where as espresso café by 18%.

• By covering only 30 outlets in MT the sales

percentage is 38% where as covering 220

outlets in TT the sales percentage is 62%, so

per the observation modern trade has the

max movement of coffee maker than the TT

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Some points and suggestions

Some outlets in western Mumbai was suggesting for the old coffee maker productmodel no: HD 7466, MRP- 1895, for which they said this was the best among all thePhilips coffee maker.

Central Mumbai customers doesn’t rely on such product much as they are well satisfiedwith there home made coffee or else at café shop <youth>

South mumbai and western mumbai have the major hand on such products as thestandard of living is quiet advance than the central mumbai , because of which thesouth mumbai and western mumbai has the max overall sales.

Navi mumbai is a developing zone in Mumbai, but still they have average sales. So it’s afuture land to get max business.

Philips have a remarkable quality standard and their service too, but margin provided tothe dealers is low where as brand like black and decker and morphy richards havemargin like 20-25% and 30% and philips has only 15% margin.

Many customer are not aware of such products, so one as to target the customer bydemonstrating in malls like croma, Vijay sales etc. and can even introduce some offersto customer by direct mailing them.

Tie ups with social networking sites can help to create awareness and promotion of theproduct.

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