Coffee, you and me

I was pondering over ideas to sell coffee and its variants. Secondary searches and interactions with acquaintances revealed some interesting insights. While one part of the country devoured tea, the other supported the coffee movement. Even more intriguing was the fact that an increasing number of players in the coffee ecosystem were trying to consolidate, fortify, entrench their presence in the coffee-friendly part. Why not target the undersold customers in India? Well, the investment required to convert this potential market is significantly high. Add to this is the "flashy" lifestyle enjoyed by the potential customers here. What if they are flashy? Hmm...they don't consume the product sold in the market,viz., the coffee powder. They prefer to luxuriate in a trendy parlour, spend major portion of their salary sipping iced coffee. Here, money brings in lethargy. So, the marketing pundits trying to make in-roads into undersold markets prefer to channelize their investment to the oversold market. NOw, wait a minute. What if we sell premium labels to this lethargic, undersold customers. Ably supported by an intelligent communication strategy, anything flashy can be sold to these customers. Lemme try.