E & FB 2014-2016 Div A

• Ayush Gothi A033

• Bharat Jain A043

• Archita Agrawal A010

• Ronak Bang A016

• Abhijit Gole A032

Vision – To position ourself as a “Healthy” café chain among the Old School Generation of the society.

Mission – Brining to the society a portfolio of beverage brand that anticipates and satisfies people’s needs & desires.

• 20 % of market share of coffee brands in Mumbai

• Achieve a leading position in the market in the next 5 years.

Marketing Plan for a

cafe

Situational Analysis

Problems

TacticsObjectives

Strategy

Situational Analysis

Market Analysis

Macro-socio

Analysis

Competitor Analysis

Competency Analysis

Consumer Analysis

Potential

Size

Growth

Seasonality

Geographical

500 ITEMS/DAY PER STOREAPPROXIMATE 150000 ITEMS PER YEAR

COFFEE RETAIL BUSINESS TO GROW AT 40% p.a.

ALL SEASONS

GROWTH POTENTIAL OF 10% p.a.

ALL METRO’S & TWO-TIER CITIES

TacticsDirect

CompetitorsIndirect

CopetitorsStrategies

CCD

CostaMulti-

locationRestauran

ts

Online Marketin

g

Clubs BrandingMember

cards

Starbucks

STRENGTHS•Excellent Ambience•Superior & healthy food variety•Recreational area•Karaoke Events

WEAKNESSES•Vehicle Parking Area•Limited Budget

OPPORTUNITIES•Growing demand for service sector•Global expansion scope•Co-branding with other organizations

THREATS•Competition from established and flourished Cafe giants•High sustainability expenses•Negative publicity

S T R E N G T H S

T H R E AT S

W E A K N E S S E S

O P P O R T U N I T I ES

Insights Preferences Perceptions

Physical/Mental

Wellness

Instrumental

Music

Socializing

Fresh air/Hygie

ne

Herbal Beverage

Leisure

One-on-one

relationship

Old world feeling

Social FactorsTechnological

FactorsLegal Factors

Status Symbol

Growth in Spending

Power

LabourLaws

Advanced ERP’s &

tools

Advanced Equipmen

tTaxation

New trends/ch

anging culture

Food & Drug

Administration

• Karaoke Evenings

• Timings : 7 am to 12 am

• Loyalty Programs

• 10 minute coffee

• Games & Music

• Turnover of 1.5 cr for the year 2014-2015 per outlet

• Open upto 15 outlets by the end of two financial years

• Acceptability of the Indian culture & Society

• Non-awareness of the customers

• Pricing

• Staff

• FurniturePoint of parity

• Location: near jogging parks

• Timings: 6:00am-12:00pmPoint of

differentiation

• Old world feeling conceptPoint of emotion

Features & Attributes

Functional Benefits

Emotional Benefits

SelfExpressive

Benefits

Re-live old days

Premium BeveragesHealthy Food

Leisure Time

NetworkingPeace of Mind

• Herbal & Natural Taste

• Natural & Fresh aroma

• Traditional Ambience

IMC

BUDGET OBJECTIVES STRATEGY TACTICS

• Task-Objective Method: Buyer readiness stage-from non-awareness to awareness

• Percentage Sales Method: launching stage- 12-15 lakhs(8-10% 0f projected sales per coffee shop)

Strategy

Value Proposition

DSTP

DSTP

Targeting Positioning

Differentiation Segmentation

• Healthy food & herbal beverage

• Traditional Ambience

Segmentation

20-30

Section A Section C

53-63

Status Price Ambiance

percentage marketshare(age below 30)

revenue

percentage marketshare(age above 30)

revenue

60%20%

10%

5%5%

Café Coffee Day

Costa Coffee

Starbucks

Barista

Others

Bandra/Santacruz

Marine Lines/Colaba

Andheri/Vile Parle/Juhu

Breach Candy/GrantRoad

Rest Of Mumbai

0

100

200

300

400

500

600

beverage items food items

% profit

% production cost

POPULATION SIZE PROFITABILITY

• Old World Feeling(Re-living old-days)

High involvement

Low involvement

Rational Emotional

Functional Benefits

Socialization

Emotional Benefits

Connecting with life

Economical Benefits

Value for money

• Variety in Herbal coffees

• Sugar-free Mithai and dessertsProduct

• Prominent areas next to jogging parksPlace

• Medium ranged pricesPrice

• Loyalty programs

• Free goodies, old school souvenirs Promotion

• Friendly and helpful

• Interactive & lively staffPeople

• Traditional ambience & crockeryPackaging

• Leading News Papers & Magazines

• Bus Panels & Shelters

• FM Radio Stations

• Guerrilla Tactics

• Kiosks

Above the line

• Internet Advertisements

• Word of Mouth

• Email & Cellular messages

• Public Relationship

Below the line