1. TATA Coffee – YLP
Balaji
Ankit Adarsh
Arjun. R
Varuna

2. World Production
(Volume in x000 bags ) - % of world production

3. World coffee consumption: 2000-2010
(in thousand bags)

4. Indian Coffee Production

5. Total consumption
Growth rates in traditional markets

6. Total consumption
Growth rates in producing countries

7. Total consumption
Growth rates in emerging markets

8. Industry Structure - Coffee

9. About TATA Coffee
 Bangalore-based
 One of the top exporters of coffee from India
 the largest producer of Arabica coffee in India
 Exports instant coffee to Japan, Russia, Southeast Asia,
U.S.A, European Union & to the CIS countries
 During 2011-12, Tata Coffee exported 21,052 tonnes,
 valued at Rs 298 crore,
 6.5 per cent of India’s exports

10. Packaged Products of TATA Coffee

11. Coffee Substitutes
 Few substitutes are available for coffee drink.
 Roasted grain beverages are common substitutes for
coffee
 Non caffeine in nature.
Examples:
 Postum
 Chicory
 Barleycup

12. Coffee Substitutes

13. Technology in TATA Coffee
 TATA Coffee has the largest curing facility in the country
at Kushal nagar with an installed capacity of 10,000mt.
the first curing facility to achieve ISO-9002 certification.
 Tata coffee has installed computerised colour sorting
machine to sort out the coffee beans.
 Anhydro spray dryer design @ TATA Coffee
spray drying used to produce instant coffee
secure optimum coffee aroma retention
precise control of important soluble powder properties

14. PRODUCT LIFECYCLE
• Distinct stages of product development characterized by rising and falling
revenue.

15. PRODUCT LIFECYCLE OF COFFEE
•Coffee is in the growth stage of the Product lifecycle.
•Growth stage is indicated by the proliferation of coffee shops globally and
growing demand for specialty coffee.

16. SALES TURNOVER AND MARKET SHARE
Tata coffee has an estimated market share of 12% in
India. The market in conventional South Indian Market
has reduced from 5% in 2005-2006 to 2.5% in 2011-2012.

17. LATEST Financial NEWS
 For the first quarter ended June 30, Tata Coffee reported an over two-fold
increase in consolidated net profit at Rs 31.8 crore,
 on account of better sales in the three-month period.
 It had posted a net profit of Rs 13.6 crore in the April-June period in 2011.
 The company was in the process of expanding its instant coffee capacity by
31 per cent, to 8,500 tonnes from 6,500 tonnes. The Rs 55-crore expansion
will be completed during the next financial year, 2013-14.
 During 2011-12, Tata Coffee exported 21,052 tonnes, valued at Rs 298
crore, about 6.5 per cent of India’s exports. Over the first five months of the
financial year, April-August, the company exported 10,034 tonnes, about 6.8
per cent of total exports.

18. Current Events
 50 cafes in Mumbai and Delhi.
 The espresso served in India will be
locally sourced and roasted.
 Outlet in Oberoi Mall , Horniman Circle,
Ceejay House.
 Verismo Machine.
 Starbucks may get Virag Joshi as India
head.

19. India is not EASY and Criticism
 India traditionally has a tea drinking culture.
 Consumers are more price sensitive
 Starbucks is called an “aspirational brand”
 Starbucks Latte or Kumbakonam degree
Coffee.
 Why starbucks way, why not our own tried
and tasted way, why not traditional way.

21. THANK YOU