Essence Drinks Assignment PDF

ESSENCE DRINKS

Background to the company and
the problem
 Essence Drinks was established by Akshay Kumar in United
Kingdom
 The only product that was sold was a healthy mango lassi
 In the first year there was a dramatic increase in sale of the
product
 Over the past three years competition in he market increased
 This have led to significant reductions in sales
 On the third year sales are at the lowest

The problem
 Decrease in sales
 Competition
 Reduced demand for product

Scoping of ideas for new
products.
 Different ideas for lassi flavours can include:
 Peanut butter lassi
 Pineapple Lassi
 Blueberry Lassi
 Kiwi Lassi
 Mint Lassi
 Chocolote Lassi
 Caramel Lassi
 Rose Lassi
 Saffron Lassi
 Almond Lassi
 Mocha Lassi

 Innovation can also be used in the way the product is served to
the customer.
 Instead of using paper cups, earthen or clay containers can be
used.
 These will also be environmentally friendly and adds to the
aesthetic value of the product
 Glass cups can also be used for reusability

Identifying the solution to the problem using the
commercial funnel to highlight strategic capability:
 IN order to address the problem faced by Essence, new product
line for flavored lassi can be introduced.
 The Funnel approach can be used to come up with the best ideas
for the product.