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Market Share
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Opportunity Matrix
3.24.2267
4.2733
5.2334
4.18673.7467
4.44
3.8733
3.6201 4.2199
Opportunity matrix I+(I-S)
Offers
Customer Service
Price
Quality
Fragrance
Variety
Ambience
Availability
Overall Service
Location
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5
GE Title or job number3/13/2014
Opportunity Matrix5: Highest
1: Lowest
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6
GE Title or job number3/13/2014
Interpretation of Opportunity
Matrix
Less than 3% market share
Di Bella scores highest in :
PresentationFlavors
Temperature
Size
Taste
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Competition Analysis
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Interpretation of Competition Analysis
2 types of competitors:
Corporate houses Existing players in same category
Capabilities (areas of competitorsstrengths and weaknesses)
Product Dealer/distribution
Operations
R & D
Financial strength Organization & managerial
ability
Personnel turnover
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Competency SWOT Analysis Strengths High end coffee with rich
ambience
Personalized attention
Reading library
Board Games
Weakness High prices
Mature age group is target
segment
Opportunities Up-scale societies
International airport Social Clubs
Expansion in extended
suburbs
Tie-up with corporatearks
Threats Existing coffee shops
Starbucks, Dunkin Donuts Caf shops at 5-star hotels
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Interpretation of SWOT Analysis
Ideal place for a coffeewhile reading
New concept
Use of strengths to take
forward the brand
Cash on opportunities
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Porters 5 Forces
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Interpretation of Porters 5 Forces
Multiple options availableover coffee
If not coffee then fast-food
Market established difficult for new entries
Relaxed import rules for
coffee
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Gap Analysis
Customers want something more
than just coffee
Value addition through : Niche collection of books
Board Games
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1. Highest
quality greenbean sourceddirectly fromfarmers.
2. Beansblended &
roasted at ownwarehouses.
ADVANTAGE :
Ultimate Coffee
experience
Coffee Service BonneLecture
Value Chain Analysis
1. Training &Education toStaff
2. Core Values deliver passion,accountability,consistency,
inspiration &integrity.
ADVANTAGE :
HighlyPersonalized
Services
Acquire &
maintain a richlibrary ofbooks
ADVANTAGE :
A Coffee Shopwith nichecollection of
books
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Differentiation
Relax with books over a cuppa
of coffee
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Segmentation & Targeting
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Positioning
Read & play with coffee
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Deliver quality consistent coffee with
personalised service at value prices
Value Proposition
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First Coffee chain in India with:
A coffee house with books
A full digital interactive
platform throughout all
stores
Sustainable Competitive Advantage
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d ll
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Brand Di Bella
Identity: Emphasis on luxury andcomfort with style, for coffee and
the book lovers . Aesthetic
ambience.
Image:Coffee with books &
games
Perception:Rich & Authentic
d i
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Brand Promotion
Have a brand ambassador to
promote coffee literarygiants like Anil Dharker,Sudha Murty, Chetan Bhagat
Sponsors of Literary Fests presence of kiosks
Sponsors of book launches ofknown writers
B d A i i T h P i
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Brand Association Touch Points
Sight: Clear and visible store signage
Faade outside shop
Smell: Natural coffee aroma
U d U I
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User and Usage Imagery
User Imagery :
Sec A coffee lover
Usage Imagery :
Leisure Meetings with Family and friend
over book and Coffee
B d V l P id
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Brand Value Pyramid
Value forMoney
Rewarding
Experience
Stress Reliever
Premium Coffee &
Books
B d Di B ll E i t
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Brand Di Bella Environment
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Marketing Mix
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Marketing Mix People
Personalized service black shades of
dress. Guidance for the choice ofcoffee.
Physical Evidence
Ambience will be plush & luxurious.Expectation is to spend quality time
with our delicious coffee & niche
collection of books
Pricing
Pricier than others
High COGS because of Import duties
Marketing Mix
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Process
The person serving the customer will be
equipped with iPad and have interactive menu
customize your own coffee
Intellisense
Place
Outlets located in strategic locations
Located at High Street/Family
Marketing Mix
Marketing Mix
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Promotion
Di Bella Reward program
Make-your-own-coffee system
Crockery & Accessories
Product
New flavors & tastes implausibleexperience of coffee
Marketing Mix
3 Layers of a Product
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3 Layers of a Product
FCB Grid
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FCB GridHigh Involvement
Low Involvement
Rational
E
motional
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Project At A Glance
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Project At A Glance Shop name : Di Bella
Product : Coffee
Location : Kandivili
Capacity : 4800 cups/month
Raw material : Coffee bean, Milk,Sugar, Cream, Ice-cream
Land : 1000 sq.ft
Labor : 15
Cost of Project : Approx 35 lakhs
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G N 3
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Group No 3
Ramakrishnan V - 80118120007
Imtiyazul Haque - 80118120014
Diven Bhatia - 80118120080
Manan Kothari - 80118120083
Dharnik Shah - 80118120088
Amit Singh - 80118120093