Saturnbird Coffee - Success Case Study

Summary

Saturnbird Coffee, established in 2015, is a direct-to-customer (D2C) online instant-coffee company brand appealing to young people through affordable premium positioning and creative packaging.

Saturnbird Coffee, a D2C instant coffee brand, gained a substantial following within a span of four years since its inception, becoming one of the top-selling domestic brands on Alibaba's Tmall e-commerce portal in 2019.

Scope

• Saturnbird Coffee addressed the pain points of instant coffee consumers through product innovation, developing a new product niche called “specialty instant coffee.”. The company leveraged its patented ""zero loss"" technology to deliver a highly dissolvable instant coffee powder with a taste as close as possible to fresh coffee.
• The company’s convenient, social-media-worthy, and eco-friendly packaging motivated buyers to become key opinion customers (KOCs) for the brand.
• Saturnbird Coffee’s adopted an online-to-offline retail strategy along with a digital-first marketing approach to appeal to digitally savvy young people.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.