1. Marketing Case Study Competition

2. Rahul, the CEO of AROMA Caffe Pvt Ltd
Rahul, the CEO of AROMA Caffe Pvt Ltd. has been one of the industry’s most prominent and Trendsetter Personalities in Beverage industries. “AROMA” is one of the fastest growing Coffee brand with turnover of Rs 75 Cr in the year After achieving nearly double digit growth for the last 3 quarters, Rahul comes across a new concept in Coffee - ORGANIC COFFEE.
Aroma started its operations just 2 years back and expected to achieve break even by the end of Company has around Rs 50 Cr of cash reserve.
For the last 6 months, Company has started exporting “AROMA” to European countries. The contribution of exports in the top line of the company for the last quarter was around 15%.
In the initial phase because of stiff competition, company finds it less attractive to start exporting to European market. Though, company is expecting to earn higher margin once the AROMA brand becomes popular.
He researched out and found that Organic coffee is produced by agricultural practices which help to conserve and enhance soil structure, resilience and fertility by applying only non-synthetic nutrients. There is a good potential for production of organic coffee in India, as the conditions are favorable compared to other coffee producing countries. Also , cultivating it has many natural advantages.

3. Despite good potential and high premium associated, the growth of organic coffee is disheartening as organic coffee production is just a mere fraction of total coffee produced in India.
By deliberating much with industry experts ,he found out that much of the problems are originated as most of the producers are small holders and they lack marketing expertise as well as can’t match the optimum Quality standards required by market.
Now Rahul has hired your consultancy firm to suggest the following strategies for his firm in organic Coffee sector.
Whether to or not to enter the organic coffee market.
If yes, What should be AROMA’s entry strategy and marketing plan to enter in this segment
What will be the entry and exit barriers etc.
While devising your market plan, clearly research the current situation of Indian coffee market, Organic Coffee scenario, Global acceptance of Organic Coffee as a product and define a value proposition which will guide you for devising the tactics for the entire marketing plan.
What will be the 5 year growth plan.
Generate a marketing plan to roll out Organic coffee under a certain brand name as company is having a limited budget. Company does want to raise any capital from the market and also wants to maintain sufficient cash reserve.
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4. Each team can have maximum of 3 members from the same institute or Company.
Their can be more than one entries from the same institute or company.
Round 1 requires you to submit a document covering the detailed case analysis in upto 2500 words in MS-word 2003/PDF Format, font Times New Roman, size 12 with 1.5 line spacing and 1” margin on all sides.
Each entry should have a cover page with the names of the authors, their addresses and telephone numbers.
The file name and the subject line of the mail should be <team name>_<college name>.
Send in your entries to
Dead line for submission is on or before 11:59:59 PM, 1st Feb-2010.
Short listed entries will be invited to IMNU campus to give a presentation on their strategy.
Event Coordinator
Vinit Agarwal st prize- Rs 8000
Deepak Jain nd prize- Rs 4000