So, here you go with my little observation to understand CCL Products’ Continental Coffee.
Tested products were Continental Speciale vs. Nescafe Classic.
- Both are instant coffees
- CCL one is Granules type (more premium than powder as it retains aroma better?) while Nescafe was powder.
- Cost-wise, 50 gms Continental Coffee costed me 75 INR while 25 gms Nescafe costed me 65 INR (could not find 50 gms bottle, not sure if cost would be considerably less). Continental is being offered with 10 INR discount, so looks like product is not moving? Not sure. But then the company has just started it retail entry, so let’s give them a bit leeway.
- Quantity to be used: Nescafe being powder, had to be used a bit more (2.5 spoons Nescafe vs. 2 spoons Continental)
To my surprise, I found Continental to be more Coffee like (strong, rich, aroma – may be granules variety playing part here) while Nescafe is enhanced with something else to make it sweeter. Another way to phrase the sentence, the taste is not so much different at least that Nescafe powder should cost around twice (or 80%) more than the Continental granules.
Disclaimer: Taste is a SUBJECTIVE matter and what I felt might be different from what others feel.
Bias
In order to eliminate stock holding bias, I involved my mother in this little experiment without telling her the intention. All that I told was, we will buy which ever tastes better. She too independently told that Continental is better. I did not say my observation to her first and asked her as in that case psychologically she would be inclined to agree with me not to sound different than from opinion. So, here we have 2 new customers for Continental from today! Bye-Bye Nescafe.
Packaging
- Nescafe packaging is more premium. The look and feel of the bottle, the top cap color (brown) and feel of the bottle while holding it are premium actually.
- Continental cap has ridges to open the cap easily while the Nescafe is plain, so rotation is a bit difficult in comparision while your hands are wet. I know, I’m being finicky, but let me put my observations anyway.
Calories
Total calories of Continental calories are lesser than Nescafe while protein content in Nescafe is more.
Conclusion
I feel if people were to try once both of them, majority would vote for Continental and pricing being half is the real kicker! I asked my wife if she would buy after telling the price and my taste observation, she said yes.
With current 1000 MTs of selling coffee in India, does not the domestic market itself has HUGE potential if market were to realize Continental or rather company focuses in building the brand in a cost effective manner (like Page?)
I know this would be too much of positive bias, confirmation bias, holding bias form my side. So, I request other forum member to do this little 140 INR experiment and tell the observations.
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