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Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
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Microsoft Power Point Barista [Compatibility Mode]

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detailed report on Barista's current position & how it can be positioned differently to get back the lOst market share.

detailed report on Barista's current position & how it can be positioned differently to get back the lOst market share.

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  • 1. Coffee-story 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
  • 2. Coffee-story Coffee- • Café bars have flocked like CCD, Barista, Mocha, Qwiky’s etc • Became famous and even 5 star hotels started cashing on it. • Coffee houses started emerging at various places in the country
  • 3. Coffee Café Industry • Individual Café • Hotel Café • Retail Café Chains
  • 4. Global Coffee Giants Eye India • Market expansion on a faster rate • Urbanization is expanding • Coffee drinking – fashion • Growth in the disposable income
  • 5. Marketing Scenario
  • 6. Marketing Situation • 6% annual growth rate in the past 6 years in the coffee industry *Source: Coffee Board of India • India ranks 5th largest coffee producers • 3 % of the world coffee production • Export 80 % of the total produce.
  • 7. Marketing Situation • niche coffee retail format is growing at 10 to 12 per cent a year. • Organized coffee retail business – Rs 2.5 bn • coffee consumption in India has increased from 55,000 tonnes to 75,000 tonnes in the last three years
  • 8. Barista – Corporate Profile • Established in 1999 • Spotted immense potential growth in café palours • Exists in 22 cities and operates over 140 outlets nationally
  • 9. Barista – Corporate Profile • Has opened 100 outlets countrywide over last 2 yrs • Marked its presence in Sri Lanka and Dubai too • Now targeting 22 international outlets including Bangladesh, Bahrain, Qatar, Oman and Kuwait
  • 10. Product Life Cycle Maturity Sales Decline Product, Growth Sales, Profit Intro Growth Break Even Point LOSS Time
  • 11. Marketing 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
  • 12. Marketing 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
  • 13. Marketing Mix • People – Well trained employees – to be polite pleasant and positive – 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
  • 14. Marketing Mix • Physical Evidence – Logo, colours and images – Décor and architecture – Literature • Place – Outlets located in strategic locations – Generally located at High Street/Family entertainment centers', in and around malls and cinemas and offices
  • 15. “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
  • 16. SWOT • 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
  • 17. SWOT • 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
  • 18. Problem • Clutter – difficult to differentiate between different brands • Lack of loyalty among customers – “I go to CCD when I want to have decent savouries & enjoy cold frappes and chill out with friends” - Dhiral Parmar – “ I go to Barista when I want to enjoy the rich flavoured coffee and the tempting desserts” - Ankesh Bansal – “CCD and Mocha are more cozy while Barista has this formal atmosphere” - Mitali Patel
  • 19. Objective • 1 year strategy –Increase the footfalls by 30%
  • 20. Strategy • Repositioning – Position Barista as a niche coffee bar for the professionals • Promotions – Events adelicious – Co-sponsor a program on CNBC TV 18 like All About Ads – Experiential Marketing
  • 21. Adelicious Marketing Strategy coffee with your bread n butter!!
  • 22. Adverti sing Situation Problem Objective Strategy
  • 23. Situation FCB Model High Involvement Café Mocha Barista Rational Emotional CCD Georgia Coffee Qwiky’s Low Involvement
  • 24. Perceptual Mapping High Price Café Mocha Casual Ambience Formal Ambience Barista CCD Low Price
  • 25. Perceptual Mapping High Price Café Mocha Rich Quality Poor Quality Barista CCD Low Price
  • 26. Brand 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
  • 27. BRAND IDENTITY PRISM: THE JNK MODEL SENDER Italian , Vibrant, Young , Sophisticated, casual Personality Physique EXTERNALISATION INTERNALISATION Relationship Culture Music lovers non- Friendly, non-intrusive Guitar- hangout, Guitar- BARISTA the symbol of Music Reflection Self-Image Sophisticated, For the upward class, calm wanting to have casual environment, environment to chat RECEIVER
  • 28. Advertising Situation • Current Promotions – Press, TV and radio – Rely more on sponsorships and strategic alliances (Major events with colleges) – Collaborations – Leo Mattel toys (Scrabble) – Strategic tie-ups – Star Group, Elle 18
  • 29. Advertising Situation • Competitors Promotions – Café Citizen Card – Association with movies – Contests with brands like levis, Airtel Friends, Pep Scooty, etc – Event Ticket sales like Enrique, Bran Adams, Elton John
  • 30. • Advertising Problems – Limited Budget – Clutter • Objectives – Change the confused current image of Youth appealing Cafes to Corporate Cafes
  • 31. Strategy • 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
  • 32. Creative Strategy
  • 33. Hope you Enjoyed!! Black as devil, Hot as hell, Pure as the angel Sweet as Love, … that’s how I like my coffee!!

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