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By –
Manish Sharma
Sahila Ansari
Company History• 1600 : Coffee enters to Europe through the port of Venice• 1654 : The first coffee house opens in Italy• 1750 : One of Europe’s first Coffee house• 1822 : Prototype of 1st espresso machine is created in
France• 1908 : Invention of the world’s 1st drip coffee maker• Feb, 2000: First Barista Lavazza at Basant Lok, New
Delhi
Introduction
• Barista coffee was establishes in 2000 in India .• Barista exists in over 22 cities, and operates over
140 outlets nationally. • In the last 2 years, Barista has opened over 100
outlets in the country.
MENU
COFFEE:
Coffee with Milk • Cappuccino• Caffe Mocha• Caffe Latte
Black Coffee • Espresso Italiano• EsperanoTM• Americano
Dessert Coffees • Latte Bianco• Caffe Borgia
Cold Coffees • BrrristaTM• Brrrista FrappeTM• Brrrista BlastTM• Iced Caffe Mocha
Coffee Add-ons • Various Flavours• Chocolate Fudge• Whipped Cream• Espresso Shot• Ice Cream Scoop
Marketing Mix
Product
• Barista’s product mix constitutes a wide range of products.
• Food items like croissant, pastas, and sandwiches are complimentary to their coffee, and project a very classic image of Barista.
Pricing
• 10% higher than Competitors
• Prices are lowest they have ever been
• High COGS because of Import duties
Place
• Outlets located in strategic locations
• Generally located at High Street/Family entertainment centers', in and around malls and cinemas and offices
Promotion
• Sales Promotion• Barista carries out
promotion campaigns in the form of promotions in the Press, TV and Radio Medias.
SWOT Analysis
Strength
• Strong Brand Image• Excellent Human Resource• Ambience and décor• Strong base for expansion
and growth
Weakness
• Average Taste and Quality of Products
• Perceived as an expensive brand
• Inconvenient delivery process
Opportunities
• Strong brand recall• Presence of huge number of
outlets• Pricing
Threats
• Coffee substitute• Rise in the cost of coffee
and dairy products• Competition from national
and international players
Creative Strategies