🏢 Case Study Title: Revamping Sales Strategy through Market Research – A Case of GreenBrew Coffee Pvt. Ltd.

🎯 Learning Objective

To help MBA students understand how structured research supports strategic decision-making in business, particularly in marketing and sales.

📘 Case Background

Company: GreenBrew Coffee Pvt. Ltd., Kochi
Industry: Beverages – Specialty Instant Coffee
Founded: 2018
Size: Mid-size enterprise with operations across South India
Target Market: Urban health-conscious millennials

GreenBrew, a fast-growing D2C startup, noticed a steady decline in sales over three consecutive quarters despite increasing marketing spend and product diversification. The management assumed it was due to the growing competition from international brands entering Indian markets.

Instead of launching another expensive ad campaign, the CEO decided to invest in comprehensive market research before making further strategic decisions.

🔍 Research Undertaken

📊 Phase 1: Exploratory Research

• Methods: Focus group discussions in Kochi, Bengaluru, and Chennai
• Goal: Understand consumer perceptions, brand recall, and preferences
• Findings:
  • Many customers were unaware GreenBrew offered eco-friendly packaging
  • Strong association of the brand with weight-loss, but poor perception of taste quality

📈 Phase 2: Descriptive Research

• Methods: Online survey with 1,200 customers and social media sentiment analysis
• Key Metrics Studied: Satisfaction score, Net Promoter Score (NPS), price sensitivity, and repeat purchase behavior
• Findings:
  • Price was not a barrier for loyal customers
  • Taste and aroma were deal-breakers for first-time buyers

✅ Decision Made Based on Research

1. Reformulated product flavor to suit South Indian palate using feedback
2. Packaging redesign to highlight “eco-friendly” and “premium taste” attributes
3. Segmented marketing:
   • Influencer partnerships for taste promotion
   • Sustainability messaging in metro cities

📊 Results (Within 2 Quarters)

• 25% increase in repeat purchase rate
• 40% increase in social media engagement
• 18% rise in quarterly sales
• Marketing spend reduced by 12% with better ROI

💬 Discussion Questions

1. What types of business decisions were influenced by research in this case?
2. Could GreenBrew have reached similar results without research? Why or why not?
3. How did the use of both qualitative and quantitative methods strengthen their findings?
4. If you were a marketing manager at GreenBrew, what would your next research question be?

🧠 Takeaway for MBA Students

“Business research is not just about gathering data—it’s about transforming uncertainty into actionable insight.”

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