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Crust beansBykumari swati

SuddiptaSwati singh

Neha

Divya kumari

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History of coffee

Previously only a South-Indian drink

Confined to the Rich Brahmin class

Places for lawyers and educated class to hold

discussions

The drink has now become more of a concept

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Continued.

Caf bars have flocked like CCD, Barista,Mocha, Qwikys etc

Became famous and even 5 star hotels started

cashing on it. Coffee houses started emerging at various places

in the country

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Organization and product

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Mission Statement

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Goals and Objectives

Crust beans aims to surpass from just sipping coffee to

savoring the finer things in life,with a feel good

environment,providing a selection of finest coffees at an

affordable price making it the perfect crust beansexperience.

To gain maximum market share over the first 5yrs.

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Competitive Advantage

New Brand Image

Excellent Human ResourceAmbience and dcor

Strong base for expansion and growth

Offeres conveniences and an

atmosphere customers can enjoy.

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SWOT

Strength

Excellent Human Resource

Ambience and dcor- Essentially a youth oriented brand with majority of its

customers falling in the 15-29 year age bracket

Strong base for expansion and growth

Weakness

New brand

-A limited marketing budget to develop brand awareness

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SWOT

Opportunities

Pricing

Threats Coffee substitute

Competition from CCD

- A slump in the economy which will decreasediscretionary spending.

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Competitor Analysis

Caf Citizen Card

Association with movies

Contests with brands like levis, Airtel

Friends, Pep Scooty, etc

Event Ticket sales like Enrique, Bran

Adams, Elton John

Strong financial condition

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Customer analysis

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Environment analysis

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Market-product Focus

Marketing and product objectives

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Points of Difference

Offer 10% lower price than others

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Market segmentation

patliputra

Demographic

College students ,young professionals

College goers looking for economical plac

Es to hang out.

Young professionals looking for an

informal Place to unwind.

Geographic

Psychographic

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I may be young, But

please take me

Seriously

Youth between 15-35 yrs Students form a majority of customer base

Likes to be in group

Likes to sit, talk and relax Drinks a cup of Gourmet coffee with added

flavours

Prefers snacks rather than meals

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Target market

Shoppers

Youngprofessionals

Collegestudents

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Positioning strategies

quality

Price

Would be positioned as a brand providing high quality

Products at a resonable price.

High

High

low low

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Marketing Program Strategy andTactics

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Marketing Mix

Product:

We would offer the following products:

Coffee

Tea

Coolers

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Marketing Mix

PricingThe pricing would be as follows:

Product

NOTE: 10% lower than Competitors

Product Minimum price Maximum price

Coffee

Tea

Coolers

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Marketing Mix

People

Well trained employees to be polite pleasant and positive

Consistent service at our outlet

Average age 22yrs Ensure to have quiet, uninterrupted visit

Uniforms are in sober shades of brown and orange

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Marketing Mix

Place

Outlet located in strategic locations

located at High Street/Familyentertainment centers', in and around malls and

cinemas and offices

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Promotion:

Local FM radio advertisements

Discount coupons on frequent visitsCollege,school campus

Marketing Mix

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Financial Data and Projections

Expense Distribution:(lakhs)Initial Expenses:Rs.27,50,000

Construction :Rs 20

Land: Rent Rs.50,000(not in lakhs)

Equipment :Rs.6

Fees: Rs.1

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Initial expenses distribution

Expenses

Construction

Equipment

Fees

Land

lakhs

22%

4% 2%

72%

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Operating Expenses

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Gross Profit per Unit Sold

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Expected Market Share

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Expected Net Revenue

Rs. 20,000 per day

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Implementation Plan

Gantt chart

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Promotion Schedule

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Evaluation and Control

Quality Control

Through employees checking

Risk Analysis

Employ 24 hrs security system

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Evaluation AnalysisMeeting sales & market share expectations

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Promotional strategy

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A delicious

coffee with bread,butter & more

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logo ko milane ki jgah

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Black as devil,

Hot as hell,Pure as the angel

Hope you Enjoyed!!

Sweet as Love, thats how I like my

coffee!!

Hope you Enjoyed!!

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BIBLIOGRAPHY

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