The following map describes the coffee culture in the world. European nations and the Australian continent seem to be the biggest coffee savors around the Globe. We wanted to study why and how this coffee phenomenon got apated to these nations and why coffee is being treated just a beverage in India.
The highlighted image describes the steps of evolution of coffee drinking in the world. India lies at the bottom most step of the coffee savoring. For India to appreciate and embrace the true coffee culture, it has to climb the ladder gradually
For WEGA to successfully penetrate the India market, It needs to create a coffee culture around it. We need to sell more than just a precise made in italy coffee machine.
Who drinks coffee in India?
Consumer story
* we end up in groups
* Hey, what's that coffee LATE. What's that gibberish?
* Should I ask the waiter what's this confusing menu
* Expensive I can rarely afford it, should I risk
* No, I don't wish to look stupid lets order a cappuccino
Empathy map
How would they choose a coffee machine
We propose since WEGA makes one of the most expensive coffee machines in the worlds they can rent these machines to these young entrepreneur. This would create a value that WEGA cares for its users and provides them the opportunity to fiddle with expensive tools.
The next step for WEGA is to host a barista school. Propose competitions to make a local beverage menu, something that indians can relate to. Invite students and professionals to join in and help them to set up cafes in the name of WEGA.
Make a coffee community where people can share recipes, events, promote their cafes, write their coffee stories
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Coffee in India - WEGA
WEGA is an Italian Espresso maker looking to expand their business in India. India is tea drinking nation, this strategy highlights how design thinking can build a coffee customer base in India.
