Voila World in a cup !

Group Members

VAIBHAV AGARWAL

SNEHA AGRAWAL

RAHUL CHHAWCHHARIA

SAMARTH MATHUR

VENUGOPAL DAWADA

DEEPAM BAID

VISION AND MISSION

Vision !"To position ourselves as a premier coffee shop with

global presence." !Mission !"To provide an authentic and traditional coffee experience

and quality beverages in a world class ambience.

SERVICES

• Authentic and traditional coffee !• From around the world !• Well trained and informed working personnel’s !

• Cigar bar !• Free wifi !• World class ambience !

• Business journals !

MARKETING OBJECTIVE

• 60% occupancy in 1 year !

• Open 5 outlets in 3 years !

• Positive Word of Mouth !

• Customer loyalty

• To become a one point stop for a luxurious experience

• To achieve 5% market share in 2 years.

MARKETING PLAN

S P

O S T

Situational analysis

Problem

Objective

Strategy

Tactics

SITUATIONAL ANALYSIS

MARKET ANALYSIS

• Size - 1 million !

• Growth - 40% p.a. !• Seasonality - all seasons !

• Potential - 7% p.a.

CONSUMER ANALYSISConsumer perception • CCD - cheap, hangout, youthful • Barista - relax, privacy time • Starbucks - international brand appeal • Voilá - premium, luxury, rich ambiance !Consumer insights • Quality beans and service • Status symbol !Consumer preference • privacy • rejuvenation !

COMPETENCY ANALYSIS

STRENGTHS WEAKNESS Variety Premium Pricing

Authentic & traditional Expensive Raw Material

Knowledgeable staff Limited Reach

World class ambience Price Fluctuation

OPPORTUNITIES

Niche Market

Untapped Market

THREATS Competition from well established

Indian Mentality

COMPETITOR ANALYSIS!!!!1.Market share CCD: 55% Gloria Jeans: 20% Star bucks: 5% Barista: 3% Costa coffee:15% others:2% !!

!2.Strategies- !single brand touch

points

!4.Promotion-Business

magazines , in-flight

magazines

3.Marketing mix-Premium pricing and one location

distribution

Market Share

2%8%7%

Barista 13%

Costa 15%

CCD 55%

CCD Costa Barista Starbucks Gloria Jeans September

TOUCH POINTS ANALYSIS

Point Of Parity

Price

Service

Menu

Point Of Difference

Coffee beans from different parts of world

Menu card in form of tablets

Designer crockery

Interior theme based on seven

wonders

Point Of Emotion

Ultimate luxurious

association

Place for rich professionals and

corporates

STRATEGIES

Positioning

Differentiation

Segmentation

Targeting

SEGMENTATION

Occupation

Student Businessmen Professionals

Celebrities Retired

DEMOGRAPHICS

Age

10-30 30-50 Above 50

Income

< 10 lacs < 20 lacs 10-20 lacs

POSITIONING

Low

High Low

High

• X axis-price • y axis-Diversification

in menu

POSITIONING !Launching first cafe who serves coffee of across

the world

7 P’S!

• Product !!• Place !!• Price!!

• Promotion !!• People!!• Physical evidence!!

Product mix consists of coffee and snacks from different parts of world

PRODUCT

PRICE

coffee primarily ranges from Rs 550 to Rs 750

we have designed our price range keeping in mind knowledge of our prospective costumers and to attract those costumers who want luxurious coffee experience

PLACE

voila cafes will be located at places such as expensive & premium malls and near corporate offices to attract rich professionals and costumers

PROMOTION

Discount On Costumer Check-Ins On their FB profile

Special Privilege To loyal Costumers

Free Viola Key Chain On Every Bill

Online Promotion Through Social Networking Sights

Advertisement In Business Journals And In Flight Magazines

PROCESS

Following The Established Conventional Trend Of Ordering And Delivering On Table

Providing High Class Treatment To The Costumers

PEOPLE

Aiming To Develop Strong Relations With Employees

Clear Focus On Costumer Loyalty

PHYSICAL EVIDENCE

Interior Theme Based On The Seven Wonders Of The World

Hand Carved Wooden Furniture

Waiters Dresscode Depicting Culture Of Different Countries In The World

IMC

Above The Line

Business magazines

In-flight magazines

Business journals

BELOW THE LINE

Celebrity Visit

Positive Word Of Mouth

Online Viral Marketing

!

High Involvement

Low Involvement

Rat

iona

lEm

otionalFCB GRID

Exotic coffees

Aromatic and Rejuvenating

Luxurious Experience

Status Symbol

BRAND VALUE

PYRAMID

Initial capital - 2.5 crores!Advertising - 5-10 lacs!Anual Turnover !• Daily 150 people * Avg. Price (500-600)!• Annual turnover = 150*600*30*12 = 3,24,00,000!!

• Break even - within 1 year!!

COST, TURNOVER, BREAK EVEN (BUDGET)

‘Bon appétit’