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Marketing mix of Barista Cafe

Marketing mix of Barista Cafe

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Marketting mix ppt Marketting mix ppt Presentation Transcript

  • PRESENTED BY-ABHISHEK SINGHAKHIL MISHRAAMIT RANJAN JHAANJANA KUMARI DWIVEDIANKUR SHRIVASTAVA
  • History•The term marketing mix was coinedin an article written by Neil Bordencalled “The Concept of theMarketing Mix.”•The marketer, E. JeromeMcCarthy, proposed a four Psclassification in 1960•Robert F. Lauterborn proposed afour Cs classification in 1993
  • Marketing Mix-Four P’s View slide
  • 4P’s & 4C’s•Product- Customer /Consumer•Price- Customer cost•Place- Convenience•Promotion- Communication View slide
  • Extended- Marketing Mix
  • 7Ps & 7CsThe 7 Ps The 7 CsOrganisation Customer Facing Facing Product = Customer/ Consumer Price = Cost Place = Convenience Promotion = Communication People = Caring Processes = Co-ordinatedPhysical Evidence = Confirmation
  • •C850 : First known discovery ofcoffee berries•1600 : Coffee enters to Europethrough the port of Venice•1654 : The first coffee house opensin Italy•1750 : One of Europe’s first Coffeehouse•1822 : Prototype of 1st espressomachine is created in France•1908 : Invention of the world’s 1stdrip coffee maker•Feb, 2000: First Barista Lavazza atBasant Lok, New Delhi
  • Coffee-story• Previously only a South-Indiandrink• Confined to the Rich Brahminclass• Places for lawyers andeducated class to holddiscussions• The drink has now becomemore of a concept
  • Café bars have flockedlike CCD, Barista,Mocha, Qwiky’s etc• Became famous andeven 5 star hotels startedcashing on it.• Coffee houses startedemerging at variousplacesin the country
  • Marketing Scenario
  • Barista – Corporate Profile•Has opened 100 outletscountrywide over last2 yrs• Marked its presence in Sri Lankaand Dubaitoo• Now targeting 22 internationaloutletsincludingBangladesh, Bahrain, Qatar,Oman and Kuwait
  • 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
  • • People– Well trained employees – to bepolite pleasant andpositive– Consistent service at every outlet–Average age – 22yrs– Ensure to have quiet, uninterruptedvisit– Uniforms are in sober shades ofbrown and orange• Promotion– Sales Promotion
  • Physical Evidence– Logo, colors and images– Décor and architecture– Literature• Place– Outlets located in strategiclocations– Generally located at HighStreet/Familyentertainment centers, in and aroundmalls andcinemas and offices
  • I may be young, But“please take meSeriously”• 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 withaddedflavors• Prefers snacks rather than meals
  • Advertising Situation– Café Citizen Card– Association with movies– Contests with brands likelevis, Airtel Friends, PepScooty, etc– Event Ticket sales likeEnrique, Bran Adams, EltonJohn
  • Creative Strategy