_SLIDE_1_
INDIA
_SLIDE_2_
Contents
About Maxim
Company introduction
Brand scope
India Market Analysis
General information
Culture
Economy
Political/legal
The chart
Indian Coffee Market Analysis
History
size of coffee market
estimation of volumes
Competitors
Segmentation , Targeting, positioning
4 P¡¯s
Product strategy
Price
Place
Promotion
SWOT Analysis
Value Chain
_SLIDE_3_
1986.12 Export to the U.S
1994. 9 Launched Maxim Columbia, Brazil, and Kilimanjaro
1998. 2 Export to Europe
1999. 3 Awarded for No. 1 Brand in Coffee (Çѱ¹´É·üÇùȸ)
1999. 9 Awarded for Best Satisfying Brand (¼Òºñ¹®È´ëÀü)
2001. 3 Korea Power Brand No.1
2003. 7 Awarded for Best Brand by Women customers
2007.12 Arabica 100 received Marketing award
1.1 A¡¦(»ý·«)
1.2 Maxim Brand Scope
|
harmonious and les comparative in nature, group performance
Strong hierarchy structure : Age-wise & Income-wise
Balanced changes between old and new is acceptable
SUCCESS and GROWTH
Strong socio-cultural influence on personality and general behavior
Social acceptability is valuable than individual achievement
¡°Where from I ¡± ` ¡°Where am I ¡±
AGE and YOUTHFULNESS
Respects wisdom and experience of older generation
Health is wealth
HAPPYNESS and ADAPTABILITY
Mother¡¯s sacrifice for family
Materialistic gain is not prime route of ensuring happiness
RELIGION and SPIRITUALITY
Deeply spiritually inclined country by nature
Failures are being rationalized; events are pre-determined
People are happy by depending on supreme power
Sanctity is prime concern to all religions in India
Cultural analysis
About Maxim
Market Analysis
Coffee Market Analysis
STP
4P
SWOT
_SLIDE_8_
Cultural and Value dimensions of Indian Consumers
Intense linguistic diversi