1. SIMS Brand Ambassador Program
NAME: KRITIKA KULSRESTHA
DIVISION: A
ROLL NO.- 06
BATCH- 2013-15

2. GENERIC VIEW OF THE COFFEE KIOSK MARKET
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•Over 2.25 billion of cups are consumed everyday globally
•Coffee sales each year exceed $75 billion
•The coffee chain market in India is 6.5% of the total coffee market
which is Rs 400 crore
•Outlets of Café Coffee Day in India- 1438, Barista Lavazza- 130
outlets in 25 cities
•India is the 6th largest produce of coffee in the world
•Coffee consumption in India has increased from 55,000 tonnes to
75,000 tonnes
•Barista has- 34% of market share in India, CCD- 40%, Mocha-
20%, Qwicky- 4% and Georgia- 2%

3. DIRECT RIVALS
STARBUCKS COFFEE BEAN AND TEA
LEAF
• Number of outlets, globally:
20891 stores in 62 countries
• Market share: 15.4% (2010)
• Provides Wi-Fi internet, with
partnership with Yahoo, has the
concept of names written on the
cups of coffee
• Environment friendly, initiated
‘Grounds for your Garden’ and
uses 10% recycled paper in their
cups since 2004
• Number of outlets, globally: over
900 stores in 23 countries
• Market share: 14.0% (2010)
• Provides online custom cakes and
pastries, introduction of multi
beverage machine
• Initiated ‘Support from Home’
campaign, for donation to U.S.
troops overseas
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4. • Branches are located may be a
few steps away from another
• Cheaper rates
• Usually chooses to tuck its
branches in small malls
• Higher rates
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5. 5 of 6
•Location : Fergusson College Road ( college students)
•Number of vehicles: 1
•Total working hours per day: 9 am to 8pm
11 hours per day
•Number of spoons: 500 per month
•Number of napkin packets: 25 per month
•Number of cups : 100 month
•Amount of snacks: 60 per day
•Focus on the décor
•Will be providing snacks and health drinks
•A feedback register would be kept for the customers
Please see the
attached excel sheet
Start up cost
Cost of kiosk (stainless steel) Rs 1,20,000
Rent for 1st month Rs 10,000
Furniture Rs 80,000
Interiors Rs 20,000
Equipments
Coffee Machine Rs 10,000
Cash registers (two) Rs 50 per register
Labour Rs 120 per hour
Vehicle Rs 1,00,000
Utensils, water and electricity Rs 10,000
Advertising Rs 2,000
Insurance Rs 10,000 per year
Supplies
Napkins Rs 5, 000
Cups Rs 5,000
Coffee Rs 5,000
Snacks Rs 2,000
Spoons Rs 1,000
Ketchup Sachets Rs 500
Taxation
Sales Tax Rs 30,000 per year

6. CONCLUSION
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•Starbucks is surely the better brand in comparison to its rival
•The brand has many outlets, and some are jus a few steps away form
another
•The Starbucks café does not have any kiosk so the first one is put up
in Pune city
•This is to provide the customers with better services and also to
increase the number of outlets for customer services
•The cost has been decided as per the assets and the investment in the
business
•Complete attention would be paid to the consumer needs
•The employee would be trained just as a worker in the branch, hence
similar service