P2P LEARNING |
CCE INITIATIVE
Assignment 1
Submitted By:
Sakshi Khurana | Kriti Gupta | Yash Shahani
Yash Mehta | Mehul Jain | Praful Jain
1
2
Coffee-Infused
Candles
GO-TO-MARKET STRATEGY
PREPARED BY:
Mehul Jain, Prafull Jain, Sakshi Khurana,
Yash K Mehta, Yash Shahani & Kriti Gupta
Market Opportunity Marketing Mix Launch Expansion Strategy
India Candle Market Overview Product
Core: Coffee-Infused Aromas
$736.9 mn 9.4% Potential
USP: Unique coffee-based fragrances like Espresso Energize, Cappuccino Calm, and
Mocha Bliss, curated to evoke energy, relaxation, and joy
Market Size CAGR ‘24-’30 mented
Aug
Sustainability: Ethically sourced coffee extracts
Expected: Premium Quality & Aesthetic Appeal
Expected
Materials: Made with 100% soy wax for clean burning & non-toxic, eco-friendly wicks
Design: Sleek, minimalist jars with textures resembling coffee mugs
MARKET CONCENTRATION
Core Variants: Multiple sizes (travel-friendly tins, gifting sets, and full-sized candles)
India Market Augmented: Experiential Features
Mood-Lighting Lids: Candle lids double as tiny, portable LED mood lights for ambient
settings
Layered Scents: Multi-layered candles with different fragrances in a single jar,
Concentrated Fragramented designed to evolve as it burns
Potential: Innovative & Interactive Elements
Self-Brew Kit: Once over, the jar can double as a coffee brewing mug
MARKET CHARACTERISTICS Smart Fragrance Control: Use an app to control intensity or schedule burning time
for smart home integration
Degree of Innovation Biodegradable Plantable Base: The jar’s base is embedded with coffee seeds,
encouraging users to plant it after use
LOW HIGH
IDEAL CUSTOMER PERSONA
Threat of Substitutes
LOW HIGH
Sakshi Sharma Madhav Mehta
Age: 24 Age: 32
Impact of Regulations
City: Mumbai, MH City: Delhi
LOW HIGH Occupation: Marketing Manager Occupation: Cafe Owner
Salary: 18 LPA Income: 30 LPA
End-user Concentration Lifestyle: Fashion & Beauty Lifestyle: Loves indulging in
Enthusiast experiencee
LOW HIGH
Spend/Yr on Decor: INR 10K Spend/Yr on Decor: INR 50K
Loves premium, visually appealing
Level of M&A Activities products that enhance her living space's
Seeks aesthetic candles that match the
café's branding and elevate customer
vibe but struggles to find sustainable experience. Needs long-lasting, eco-friendly
LOW HIGH
and unique décor options at affordable options to balance costs and quality.
prices.
Market Opportunity Marketing Mix Launch Expansion Strategy
PRODUCT PRICE
Personalization for Every Moment Tiered Pricing
Customized coffee candles catering to diverse preferences and occasions Offering candles at varied price points to cater to budget-conscious and
luxury shoppers
Premium Quality
Superior craftsmanship with 100% premium natural ingredients such as
natural wax, coffee-derived scents
Promotional Pricing
Introducing special discounts during holidays, loyalty programs, or
exclusive online offers to drive customer acquisition and retention
Unique Value Proposition
Fusing coffee’s aroma with luxurious home fragrances for a one-of-a-
kind experience.
Market Opportunity Marketing Mix Launch Expansion Strategy
PLACE PROMOTION
Online Channels Influencer/ Celebrity Collaboration
1. Official Website
Influencer Sponsored Posts, reels on instagram
Co-Branding Initiatives
2. E-commerce Partnership
Partnering with brands, spas, cafes, or wellness centers
Social Media Celebrity
Offline Channels Campaigns Endorsements
1. Select Retail Stores 2. Coffee Shops 3. Pharmaceutical Stores
Reels & Sponsred posts
Market Opportunity Marketing Mix Launch Scalability
Product Teasers: Initiate a pre-launch campaign by releasing teasers on social media platforms
Pre-Launch
to generate curiosity. For instance, mCaffeine previously engaged customers by encouraging
Phase them to guess new products, resulting in 12,000 submissions.
Influencer Collaborations: Partner with beauty and lifestyle influencers to create buzz and
anticipation.
Email Campaigns: Notify existing customers about the upcoming product to build anticipation.
Launch Official Announcement: Unveil the new product across all digital platforms, including the official
website and social media.
Phase
Promotional Offers: Provide limited-time offers to encourage immediate purchases.
Live Demonstrations: Host live sessions showcasing product benefits and usage
Post-Launch Customer Reviews: Encourage early buyers to share reviews and
testimonials.
Phase: Continuous Engagement: Maintain momentum through regular content
updates and interactive posts.
Feedback Collection: Gather customer feedback for future improvements.
Metrics to Sales Figures Website Traffic Social Media Metrics Customer Feedback
Track:
Monitor units sold Analyze spikes in visits and Track likes, shares, comments, Assess reviews and ratings
during the launch user engagement. and overall reach. for insights.
period.
Market Opportunity Marketing Mix Launch Scalability
Competitor Analysis Customer Engagement and Feedback
Key Premium Post-Launch Engagement:
Competitors: Loyalty Programs: Implement schemes to reward repeat
customers.
Interactive Content: Share user-generated content and
Sustainable Sustainable testimonials to build community.
Educational Posts: Provide content on product benefits and usage
LOW HIGH
tips.
Economical
Differentiation Strategies:
Unique Ingredient Focus: Emphasize the caffeine-infused Feedback Mechanisms:
aspect as a unique selling proposition. Surveys and Polls: Regularly solicit customer opinions on products
Sustainability Commitment: Highlight achievements like the and services.
Zero Plastic Footprint to appeal to eco-conscious consumers. Responsive Support: Ensure prompt responses to queries and
Innovative Product Range: Continuously introduce unique concerns.
products, such as the recent launch of Green Tea Face Serums, Product Improvement: Use feedback to refine existing products and
to stay ahead. develop new ones.
Market Opportunity Marketing Mix Launch Scalability
VERTICAL EXPANSION PLAN POTENTIAL CHALLENGES
Challenge Combat Strategy
Target Southeast Asia and
Middle East.
Highlight sustainability Partner with third-party
and cultural relevance. Limited Production Capacity manufacturers or invest in automation
to meet increased demand efficiently.
Establish mCaffeine as a global
Enter Tier 2/3 cities lifestyle brand with candles
with affordable SKUs. contributing 30% to overall
Partner with retail revenue
outlets and use local
marketing. Expand to Tier 2 and Tier 3 cities with
Build a diversified customer
Launch in Tier 1 cities base and scale revenue by 50% Market Saturation in Urban Areas localized marketing and affordable
via e-commerce. product bundles.
Build awareness
through influencers
and targeted ads
Optimize shipping through bulk
Capture 20% Market Share
High Logistics Costs distribution hubs and partner with
eco-friendly, cost-efficient couriers.
Phase 1 (1-2 years) Phase 2 (2-3 years) Phase 3 (3-5 years)
INNOVATION DRIVERS
Launch exclusive variants or limited-
Brand Differentiation in New Markets edition scents to stand out and retain
brand uniqueness.
Product Differentiation Sustainability Customer Experience
Introduce tech-enabled Use compostable refills and AR-powered interactions,
Implement a loyalty program offering
candles (e.g., app-controlled reusable packaging to loyalty programs, and Consumer Retention Post-Launch discounts on repeat purchases and
fragrance settings) and enhance eco-conscious personalized gifting options. bundle offers.
plantable jars appeal.
