Team

CROSSCHECK

ORGANIZED BY
IBA-JU BUSINESS CLUB
E O
ZZIC
ROASTED WITH CARE

ESTD 2024
 Other

Instant coffee market overview KoffeeCo and Tora Bika

7.3%
7.7%

Current revenue at home : 568.1 m USD [2024]

Global revenue : 11,000 m USD [ 2024] CcCoffee
7.6%
revenue per capita: 1.98 USD
Growth expectation: 8.83% as of 2024-2028
Top
100 North End importers
Current Market size : Tk 600cr 7.7%

Tk 122 Cr project taken to boost Nescafe

80 production 60.4%

Kofi House
9.3%
60

Volume consumption at home : 25.6m kg

40 consumption per capita : 0.15kg
Coffee bean
80
14%
Issues with local production:
20

remote hilly areas

difficult to reach
60

0
Bangladesh India Sri Lanka Pakistan lack of knowledge
farmers lack of skill
> Coffee Demand : 2700-
40

3000 tonnes carrying equipment to

Imports of different hilly areas
variety
>Domestic Production: 70-80
20
requires large amount of
tonnes land i.e. minimum 81
0 hectares
>imported: 1745 tonnes 2020 2021 2022 2023 2024
Instant Coffee
86%
 Competitors
Name kofi house Mac coffee Good Day Tora Bika Ama Nescafe

Pricing / sachet 12/pcs 18/pcs 75/pcs 35/pcs 10/pcs 15/pcs

Sustainability recyclable No such Eco-friendly No such Sustainable

Eco-friendly
Claims sachets claims packaging claims agriculture

Customer
Fair Fair High Mediocre Low High
satisfaction
Boycotted No No Yes Yes No Yes
pricing /pcs in BDT
80
5 High Price

4
Customer satisfaction

60

3
Lower High
40 Quality Quality
2

1
20

Lower Price
0

fe
ee
se

ka

a
y

Direct Competitor (Sachet)

Am
da

ca
ou

Bi
ff

0
co

es
d

ra
H

oo

0 10 20 30 40 50 60 70
N
To
ac
fi
Ko

G
M

Sustainability in a.u.
 Brand Introduction

EEasy
ZZI C O
Profile
Brand Name: EZZICO
Color Palette: Dark Purple,
Light Yellow Coffee
PHYSIQUE PERSONALITY

E ZZIC O
Color pelette -Flavourful Coffee -Authentic
-Visually Appealing -Innovative
(a) Purple
-Eco-Friendly Packaging -Approachable
Personality: Understanding
Representation:
Care RELATIONSHIP REFLECTION
Peace -Quality Oriented
-Community Focused
Magic -Friendly Approach -Creating bonds
Persona Kindness -Engagement through laughter
Thoughtfulness and empathy
Sincere
Value Proposition: (a) Yellow
Emotional Appeal Personality: Impulsive -Aligning lifestyle -Celebration
Voice: -Sense of Belonging -Cross cultural exchange
Representation: -Local community boost
Optimism
SELF-IMAGE CULTURE
Happiness
Friendly Caring Inviting FriendSship Brand Identity PRISM
UTILIZING BRAND ARCHETYPE TO LEVERAGE MOTTO PROMISE: INDUSTRY EXAMPLE
CONNECTION WITH CUSTOMERS COFFEE FOR ALL, INTERNATIONAL
BELONGING
UNITY IN EVERY SIP

STRATEGY
Community-Driven Marketing

GOAL:
Fostering a sense of belonging among
coffee enthusiasts of all backgrounds.

HERO BRAND
NATIONAL
The comforting friend who welcomes
everyone with open arms and a warm
cup of coffee.

ARCHETYPE: EVERYMAN
(BELONGING)
Consumer Segment (Persona) Exhibits Variety
Seeking Buying
Behavior

Wait for
Behavioural PROFILE initial market
-Variety Seeking validation
Relies on before
-Budget Age group: 15-40 Familiarity adopting.
Conscious and Word-of-
Gender: Male & Female
-Convenience- Mouth for
Driven Profession: Students and Adoption
-Brand Loyalty Professionals
-Social Influence Early Adopters, Early Majority
Location: Urban Areas Primarily
Psychographic Economic: Socio Economic Class A & B
-Social THE CORE CUSTOMER NEED
Connection
-Sense of
belonging WHAT THEY’RE LOOKING FOR CORE NEED

-Adventure
Affordable Pricing & Good Taste
Seeking
-Nostalgia CORE MOTIVATION
-Self-Expression
Bangladeshi Coffee Enthusiast Provides a feeling of warmth and
friendship
GOALS VARIETIES AFFORDABILITY
Enjoying quality coffee without breaking the bank CORE STRESS

Enhancing social connections through coffee gatherings Lack of Variations

Exploring new flavors and experiences in coffee

consumption ENERGY BOOST
Sustainable Package Selection (Alternative Evaluation)
Plastic Sachet Biodegradable Plastic Sachet Paper + Inner layer Bio-Polymer
Price: Price: Price:
Humidity Protection Humidity Protection Humidity Protection
Sustainability Sustainability Sustainability

Cheap, good humidity protection, but they are not Needs high temperatures or industrial composting A paper-based sachet with a thin inner lining made from a
sustainable . facilities to degrade. Inadequate disposal methods biodegradable polymer could provide both humidity
causes issues. protection and sustainability. This option should be explored
further.

Aluminimum Foil Sachet Paper-Based Sachet Bio-Based Polymer

Price: Price: Price:
Humidity Protection Humidity Protection Humidity Protection
Sustainability Sustainability Sustainability

Excellent against humidity However, aluminum Promising option but insufficient protection Made from corn or sugarcane, has similar properties to
production is energy-intensive . against humidity conventional plastics but with lower environmental impact.
Meets all criteria, Cheap, sustainable and good humidity
protection.

Primary Consideration Secondary Consideration

Bio-Based Polymer Paper + Inner layer Bio-Polymer
Price: Price:
Humidity Protection Humidity Protection
Sustainability Sustainability
 Serving
Instruction

EASY COFFEE BY STEP 01

EMPTY 1 SACHET OF EZZICO
CREAMY CARAMEL INTO A MUG

STEP 02
FILL THE MUG WITH 220ML OF
HOT WATER (80*C) AND STIR

ESTD 2024
0S 3T E P
ENJOY A RICH, HEALTHY
EZZICO CREAMY CARAMEL

E ZZICO
INGREDIENTS:
SUGAR, NON DAIRY CREAMER,
PURE INSTANT COFFEE, ORGANIC
GOJI EXTRACT, ORGANIC
GANODERMA EXTRACT

MANUFACTURER:
EZZICO, ABCD 2ND FLOOR,
TOWER , ABCD AVENUE,
WWW.EZZICO.COM

CREAMY
CARAMEL
BEST BEFORE DATE:

Creamy Caramel
INSTANT COFFEE
Product Launch

Serving
Instruction

STEP 01
EMPTY 1 SACHET OF EZZICO
CREAMY CARAMEL INTO A MUG

EASY COFFEE BY
STEP 02
FILL THE MUG WITH 220ML OF
HOT WATER (80*C) AND STIR

ESTD 2024
STEP 03
ENJOY A RICH, HEALTHY
EZZICO CREAMY CARAMEL

ZZIC
E O
INGREDIENTS:
SUGAR, NON DAIRY CREAMER,
PURE INSTANT COFFEE, ORGANIC
GOJI EXTRACT, ORGANIC
GANODERMA EXTRACT

MANUFACTURER:
EZZICO, ABCD 2ND FLOOR,
TOWER , ABCD AVENUE,
WWW.EZZICO.COM
Prantar

Mochallicious

MOCHALLICIOUS
BEST BEFORE DATE:

STEP

INSTANT COFFEE

Almost 70% prefer our coffee over market leader.

EASY COFFEE BY
01
EMPTY 1 SACHET OF EZZICO
STEP
CREAMY CARAMEL INTO A MUG

02
FILL THE MUG WITH 220ML OF
HOT WATER (80*C) AND STIR

Serving
Instruction

ESTD 2024
03
ENJOY A RICH, HEALTHY STEP
EZZICO CREAMY CARAMEL

E ZZICO
INGREDIENTS:
SUGAR, NON DAIRY CREAMER,
PURE INSTANT COFFEE, ORGANIC
GOJI EXTRACT, ORGANIC
GANODERMA EXTRACT

MANUFACTURER:
EZZICO, ABCD 2ND FLOOR,
TOWER , ABCD AVENUE,
WWW.EZZICO.COM

DAZZLE OVER
THE HAZELNUT BEST BEFORE DATE:

INSTANT COFFEE
Dazzle over the Hazzlenut

your tongue
Coco Cream

the coffee feel the

Taste the coconut in
sweet coco cream in
Coco
Cream
Ginger
Sample Size: 27

Coffee
Tumeric Masala
Black
Coffee
Survey within Campus

Future Product Line

adventures want
Exotic flavor that
Unique Flavor Consideration

gives GINGERELLA the

subtle tumeric after taste
The Frisk of ginger and the
Tumeric Gingarella
Big IDEA Humidity Protection

পুরানো দিনের সেই আড্ডা গুলো

Old Times Old Conversations

E ZZIC O

NEW TIMES SAME OLD CONVERSATIONS

কফি হাউসের সেই আড্ডাটা আজ আর নেই · আজ আর নেই ·

কোথায় হারিয়ে গেল সোনালী বিকেলগুলো সেই · আজ আর নেই.
Marketing Plan
Mass-Targeted Audience
Micro-Targeted Audience

Awareness Reel Video Campaigns

Consumer Discovery : Social Media Ad
Awareness Create Visibility and Print Ads
Recognition

Cognitive Interest: Search Engine Marketing

Just Looking : Influencer Marketing
Interest Experience & Info Song reinterpretation

Evaluation: Re-Marketing
Should I buy this one?: Affiliate Marketing
Evaluation Create intent E-commerce Promotions

Affective
Trial: Kiosks
Trial This Looks interesting: Promotional Offers
Allow testing Coupons

Adopt: Retails
Adopt I like it: Personal website
Ease buying process Online Marketplace
Behavioral
Adoption Innovation Model
Marketing Plan Execution
Reimagination of the song Campaign Coffee
Cognitive + Affective Phase House er Shei Adda ta aj ar Nei
Awareness
+
Interest Remixing of the song to avoid
copy right infringement

Creating a Hype and play on

Nostalgia
Social Media Ad
Memes Make the Brand synonymous
Interactive Posts with the messaging
Coffee education
Informative Posts Incentivise Hastags and
Community Building onlione hastag challanges with
rewards
Video Campaign
Static Reels
Dynamic Reels
Recall Content

Search Engine Optimization SEO

Rank Ezzico with hot keywords
Gain Organic Audience
Include Ezzico in different blogs
 Marketing Plan Execution
Affective Phase + Behavioral Phase

HYPE OUR CAMPAIGNS WITH OTHER

Brand Endorsement (Campaign 3) INFLUENCERS AND CELEBRITIES

EVALUATION Q SCORE: STAR POWER

ANTIK MAHMUD MASHA ISLAM

Re-Marketing Campaign
A Gift Package Laucnh Source Bolstering
Responses: 30
Gift your Friends whom you rarely talk to these days Known by: 30
Re-kindling Old relationships
OLD FRIENDSHIPS NEW MEMORIES Credible Source Favorites: 22

Meets our
Target Market No Controversies

No Previous
Wide Range of
Endorsement with
Audience
Coffee Brand 1.2 M Followers 450K Followers
Leading music 1.01M Subscribers 278K Subscribers
300K Followers 65K Followers
artist in the
Been t
lo n g f r
oo industry
iend Fan Favorite

WHY ANTIK & MASHA ?

Specialize in Friendship-Centric
Brand Ambassador- PRITOM HASAN Content
Promote Positive Relationships
Embody Relatability and
Market Place
-- For Ease of buying Authenticity (Genuine audience)
 Marketing Plan Execution
TRIAL & ADOPT
Meena Bazar Shwapno superstore
Increase 30+ outlets 220+ outlets
Brand Approximately Approx 60,000
EASY COFFEE BY

E ZZIC O
Visibility 3+ outside Dhaka Customer Daily

ESTD 2024
- Tangail
- Chittagong Daily Shopping
Create
55 outlets
Awareness Agora
among 2 Lac in Dhaka CREAMY
CARAMEL

20+ outlets
customers 12+ outlets
Daily Customer Approximately
outside Dhaka:
INSTANT COFFEE

4 outside Dhaka
-Sylhet
-Cumilla
Push Sell Unimart -Rajshahi
Through
Kiosk after 4+ outlets -Norshingdi
Sampling - Gulshan
- Wari
- Dhanmondi Possible Exposure of Kiosk in Supershops
Source: businessinspection
Timeline + Monitoring+ Evaluation (9months)

Awareness Interest Evaluation Trial Adopt

January March April June July September

Package Selection Social Media Ad campaign Big Idea Implementation p1 Celebrity Endorsement Trial And Adoption Monitor and Revaluate
Primary Package (with Video Campaign Ad to appeal to Pritom Kiosk Loyalty Programs
Reels and Shorts nostalgia Ankit Sampling stalls Introduce new Season
Inner polymer lining >5% Reimagination of the Masha
Interactive posts Online retail Offers
environmental effect) song Campaign Coffee Offline retail
House er Shei Adda ta Ease of buying
aj ar Nei

1 2 3 4 5 6 7 8 9

February May August

3 Sku Launch Re-Marketing Campaign Monitor and Revaluate
Creamy Caramel Online Marketplace Monitor Progress
Mochallicious Promotion Introduce Potential New
Dazzle the Hazel Sales Promotion SKU
Community Engagement Maintain Image through
Gift Packages with Notes Personal Website
Sampling cost Sampling cost

Projected Revenue
Click Here to
see full budget
Budget