microsoft power point barista compatibility mode2476

8/8/2019 Microsoft Power Point Barista Compatibility Mode2476

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CoffeeCoffeeCoffeeCoffee----storystorystorystory Previously only a South-Indian drink

Confined to the Rich Brahmin class

aces or awyers an e uca e c ass o odiscussions

The drink has now become more of a concept


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CoffeeCoffeeCoffeeCoffee----storystorystorystory 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 placesin the country


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Coffee Caf IndustryCoffee Caf IndustryCoffee Caf IndustryCoffee Caf Industry

Individual Caf

Hotel Ca

Retail Caf Chains


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Global Coffee Giants EyGlobal Coffee Giants EyGlobal Coffee Giants EyGlobal Coffee Giants Ey

IndiaIndiaIndiaIndia

Market expansionexpansionexpansionexpansion on a faster rate

UrbanizationUrbanizationUrbanizationUrbanization is e andin

Coffee drinking fashionfashionfashionfashion

Growth in the disposable incomedisposable incomedisposable incomedisposable income


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Marketing ScenarioMarketing ScenarioMarketing ScenarioMarketing Scenario


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Marketing SituationMarketing SituationMarketing SituationMarketing Situation

6%6%6%6% annual growth rate in the past 6 years in the

coffee industry*Source: Coffee Board of India

India ranks 5th largest coffee producersproducersproducersproducers

3 %3 %3 %3 % of the world coffee production

Export 80 %80 %80 %80 % of the total produce.


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niche coffee retail format is growing at 10 to 1210 to 1210 to 1210 to 12

per centper centper centper cent a year.

Marketing SituationMarketing SituationMarketing SituationMarketing Situation

.... coffee consumptionconsumptionconsumptionconsumptionin India has increased from

55,000 tonnes to 75,000 tonnes in the last threeyears


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BaristaBaristaBaristaBarista CorporateCorporateCorporateCorporate

ProfileProfileProfileProfile Established in 1999199919991999

Spotted immense potential growthgrowthgrowthgrowth in caf palours

E ists in citiescitiescitiescities and o erates over 1 0 outlets

nationally


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BaristaBaristaBaristaBarista Corporate ProfileCorporate ProfileCorporate ProfileCorporate Profile

Has opened 100 outlets100 outlets100 outlets100 outlets countrywide over last2 yrs

Marked its presencepresencepresencepresence in Sri Lanka and Dubai

too Now targetingtargetingtargetingtargeting22 international outlets

including Bangladesh, Bahrain, Qatar,Oman and Kuwait


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Product Life CycleProduct Life CycleProduct Life CycleProduct Life Cycle

Product,

Sales, Profit

Sales Decline

Maturity

Growth

TimeBreak Even PointLOSS

n roGrowth


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Marketing MixMarketing MixMarketing MixMarketing Mix Product

Coffee & Tea (Flavours) Smoothies Sandwiches Desserts

Croissants Quality Check

Every 14 days Incorporates TQM at its headquarters

Merchandise Primarily, appeals to traditional coffee lovers


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Marketing MixMarketing MixMarketing MixMarketing Mix Pricing

10% higher than Competitors Prices are lowest they have ever been High COGS because of Import duties

Process Self Service

Positioning Where the world meets


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Marketing MixMarketing MixMarketing MixMarketing Mix People

Well trained employees to be polite pleasant andpositive Consistent service at every outlet Average age 22yrs Ensure to have quiet, uninterrupted visit Uniforms are in sober shades of brown and orange

Promotion Sales Promotion


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Marketing MixMarketing MixMarketing MixMarketing Mix Physical Evidence

Logo, colours and images Dcor and architecture

Place Outlets located in strategic locations Generally located at High Street/Family

entertainment centers', in and around malls andcinemas and offices


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may e young, umay e young, umay e young, umay e young, u

please take meplease take meplease take meplease take meSeriouslySeriouslySeriouslySeriously

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

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

flavours Prefers snacks rather than meals


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SWOTSWOTSWOTSWOT StrengthStrengthStrengthStrength Strong Brand Image

Excellent Human Resource Ambience and dcor Stron base or e ansion and rowth

WeaknessWeaknessWeaknessWeakness

Average Taste and Quality of Products Perceived as an expensive brand Inconvenient delivery process


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SWOTSWOTSWOTSWOT OpportunitiesOpportunitiesOpportunitiesOpportunities

Strong brand recall Presence of huge number of outlets Pricin

ThreatsThreatsThreatsThreats

Coffee substitute Rise in the cost of coffee and dairy products Competition from national and international players


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ProblemProblemProblemProblem

ClutterClutterClutterClutter difficult to differentiate between differentbrands

Lack of loyaltyloyaltyloyaltyloyalty among customers I go to CCD when I want to have decent savouries & enjoy

cold frappes and chill out with friends-DhiralParmar

I go to Barista when I want to enjoy the rich flavouredcoffee and the tempting desserts

-AnkeshBansal

CCD and Mocha are more cozy while Barista has thisformal atmosphere

-MitaliPatel


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ObjectiveObjectiveObjectiveObjective

1 year strategy1 year strategy1 year strategy1 year strategy

Increase t e oot a s y 30%


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StrategyStrategyStrategyStrategy Repositioning

Position Barista as a niche coffee bar for theprofessionals

Promotions Eventsadeliciousadeliciousadeliciousadelicious

Co-sponsor a program on CNBC TV 18 like AllAbout Ads Experiential Marketing


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Marketing StrategyMarketing StrategyMarketing StrategyMarketing StrategyAdeliciousco f f e e w i th y o ur b r ea d n b ut te r ! !


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AdvertiAdvertiAdvertiAdverti

singsingsingsingSSSSituation

PPPProblem

OOOObjectiveSSSStrategy


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SituationSituationSituationSituationHigh Involvement

Caf Mocha

FCB ModelFCB ModelFCB ModelFCB Model

Low Involvement

EmotionalRational

Barista

CCD

Qwikys

Georgia Coffee


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Perceptual MappingPerceptual MappingPerceptual MappingPerceptual Mapping

Caf Mocha

High Price

Low Price

Formal AmbienceCasual Ambience

Barista

CCD


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Perceptual MappingPerceptual MappingPerceptual MappingPerceptual Mapping

Caf Mocha

High Price

Low Price

Poor QualityRich Quality

Barista

CCD


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Brand ImageBrand ImageBrand ImageBrand Image

Brand for anyone who loves coffee

Where the World meets

Appeal to anyone in the 14-60 age group that

loves good coffee and looks for a nice quiet time


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BRAND IDENTITY PRISM: THE JNK MODEL

Italian , Vibrant,Italian , Vibrant,Italian , Vibrant,Italian , Vibrant, Young ,Young ,Young ,Young ,Sophisticated,Sophisticated,Sophisticated,Sophisticated,casualcasualcasualcasual

SENDER

Physique Personality

For the upward class,For the upward class,For the upward class,For the upward class,wanting to have casualwanting to have casualwanting to have casualwanting to have casualenvironment to chatenvironment to chatenvironment to chatenvironment to chat

Sophisticated,Sophisticated,Sophisticated,Sophisticated,calmcalmcalmcalmenvironment,environment,environment,environment,

Music loversMusic loversMusic loversMusic lovershangout, Guitarhangout, Guitarhangout, Guitarhangout, Guitar----the symbol ofthe symbol ofthe symbol ofthe symbol ofMusicMusicMusicMusic

Relationship Culture

BARISTABARISTA

Reflection Self-Image

RECEIVER

EXTERNALISATIONINTERNALISATION

Friendly, nonFriendly, nonFriendly, nonFriendly, non----intrusiveintrusiveintrusiveintrusive


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Advertising SituationAdvertising SituationAdvertising SituationAdvertising Situation Current PromotionsCurrent PromotionsCurrent PromotionsCurrent Promotions

Press, TV and radio

Rel more on s onsorshi s and strate ic alliances

(Major events with colleges)

Collaborations Leo Mattel toys (Scrabble)

Strategic tie-ups Star Group, Elle 18


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Advertising SituationAdvertising SituationAdvertising SituationAdvertising Situation Competitors Promotions

Caf Citizen Card

Association with movies

Contests with brands like levis, Airtel Friends, Pep

Scooty, etc

Event Ticket sales like Enrique, Bran Adams, EltonJohn


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Advertising ProblemsAdvertising ProblemsAdvertising ProblemsAdvertising Problems Limited Budget Clutter

ObjectivesObjectivesObjectivesObjectives Change the confused current image of Youth

appealing Cafes to Corporate Cafes


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StrategyStrategyStrategyStrategy Media 1 year

Print All India Newspapers and Magazines 2 cr

Outdoors 1 cr

Tent cards, danglers and posters within the outlets

5 lacs

Internet Barista Community & Barista Blog


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rea ve ra egyrea ve ra egyrea ve ra egyrea ve ra egy


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BlackBlackBlackBlack as devil,

HotHotHotHot as hell,

Hope you Enjoyed!!

SweetSweetSweetSweet as Love,

thats how I like mymymymycoffee!!coffee!!coffee!!coffee!!

microsoft power point barista compatibility mode2476

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