Coffee-story
Coffee-
• Previously only a South-Indian drink

• Confined to the Rich Brahmin class

• Places for lawyers an...
Coffee-story
Coffee-
• Café bars have flocked like CCD, Barista,
  Mocha, Qwiky’s etc

• Became famous and even 5 star hot...
Coffee Café Industry
   • Individual Café

   • Hotel Café

   • Retail Café Chains
Global Coffee Giants Eye
          India
 • Market expansion on a faster rate

 • Urbanization is expanding

 • Coffee dri...
Marketing Scenario
Marketing Situation
  • 6% annual growth rate in the past 6 years in the
    coffee industry
     *Source: Coffee Board of...
Marketing Situation
  • niche coffee retail format is growing at 10 to 12
    per cent a year.

  • Organized coffee retai...
Barista – Corporate
                Profile
 • Established in 1999

• Spotted immense potential growth in café palours

• ...
Barista – Corporate Profile
  • Has opened 100 outlets countrywide over last
    2 yrs
  • Marked its presence in Sri Lank...
Product Life Cycle
                                   Maturity
                                                  Sales Dec...
Marketing Mix
• Product
        Coffee & Tea (Flavours)
    –
        Smoothies
    –
        Sandwiches
    –
        Des...
Marketing Mix
• Pricing
   – 10% higher than Competitors
   – Prices are lowest they have ever been
   – High COGS because...
Marketing Mix
• People
   – Well trained employees – to be polite pleasant and
     positive
   – Consistent service at ev...
Marketing Mix
• Physical Evidence
   – Logo, colours and images
   – Décor and architecture
   – Literature


• Place
   –...
“I may be young, But
   please take me
     Seriously”
   Youth – between 15-35 yrs
 •
   Students form a majority of cust...
SWOT
• Strength
   – Strong Brand Image
   – Excellent Human Resource
   – Ambience and décor
   – Strong base for expansi...
SWOT
• Opportunities
   – Strong brand recall
   – Presence of huge number of outlets
   – Pricing


• Threats
   – Coffee...
Problem
• Clutter – difficult to differentiate between different
  brands
• Lack of loyalty among customers
    – “I go to...
Objective
• 1 year strategy

  –Increase the footfalls by 30%
Strategy
• Repositioning
   – Position Barista as a niche coffee bar for the
     professionals


• Promotions
  – Events ...
Adelicious
    Marketing Strategy
coffee with your bread n butter!!
Adverti
  sing
Situation
 Problem
Objective
 Strategy
Situation                                  FCB Model

                               High Involvement




                ...
Perceptual Mapping
                                       High Price




                    Café Mocha




  Casual Ambie...
Perceptual Mapping            High Price




                                           Café Mocha




   Rich Quality    ...
Brand Image
• Brand for anyone who loves coffee

• Where the World meets

• Appeal to anyone in the 14-60 age group that

...
BRAND IDENTITY PRISM: THE JNK MODEL
                                            SENDER




        Italian , Vibrant,     ...
Advertising Situation
  • Current Promotions
     – Press, TV and radio

     – Rely more on sponsorships and strategic al...
Advertising Situation
   • Competitors Promotions
      – Café Citizen Card
      – Association with movies
      – Contes...
• Advertising Problems
   – Limited Budget
   – Clutter


• Objectives
   – Change the confused current image of Youth
   ...
Strategy
• Media – 1 year
   – Print – All India Newspapers and Magazines –

   2 cr

   – Outdoors – 1 cr

   – Tent card...
Creative Strategy
Hope you Enjoyed!!

  Black as devil,
    Hot as hell,
 Pure as the angel
   Sweet as Love,
… that’s how I like my
       ...
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.

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Microsoft Power Point Barista [Compatibility Mode]

  1. 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. 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. 3. Coffee Café Industry • Individual Café • Hotel Café • Retail Café Chains
  4. 4. Global Coffee Giants Eye India • Market expansion on a faster rate • Urbanization is expanding • Coffee drinking – fashion • Growth in the disposable income
  5. 5. Marketing Scenario
  6. 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. 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. 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. 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. 10. Product Life Cycle Maturity Sales Decline Product, Growth Sales, Profit Intro Growth Break Even Point LOSS Time
  11. 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. 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. 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. 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. 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. 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. 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. 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. 19. Objective • 1 year strategy –Increase the footfalls by 30%
  20. 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. 21. Adelicious Marketing Strategy coffee with your bread n butter!!
  22. 22. Adverti sing Situation Problem Objective Strategy
  23. 23. Situation FCB Model High Involvement Café Mocha Barista Rational Emotional CCD Georgia Coffee Qwiky’s Low Involvement
  24. 24. Perceptual Mapping High Price Café Mocha Casual Ambience Formal Ambience Barista CCD Low Price
  25. 25. Perceptual Mapping High Price Café Mocha Rich Quality Poor Quality Barista CCD Low Price
  26. 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. 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. 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. 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. 30. • Advertising Problems – Limited Budget – Clutter • Objectives – Change the confused current image of Youth appealing Cafes to Corporate Cafes
  31. 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. 32. Creative Strategy
  33. 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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