2. The Coffee Kiosk Market
• Change in lifestyle and consumer behaviour and adoption of urban lifestyle have
opened business opportunities for investors of vending machines – kiosks and
standalone outlets.
• In India only 12-15% of the potential market for vending machines(kiosks and
standalone outlets) has been tapped.
• Demand for tea and coffee is inevitable and there is no saturation point.
• The market is growing at the rate of 25% per annum.
• Major players in the coffee kiosk market include : Coffee Day Xpress; Barista;
CBTL; Costa Coffee
SIMS Brand Ambassador Program 2
3. Competitor Analysis
Criteria Café Coffee Day Barista Costa Coffee
Target Audience Mass market;
Youngsters/
College Crowd
Lifestyle brand;
Upper middle class
& Elite class
Leisure brand;
Upper middle class
& Elite class
Branding Coffee &
Conversations – A
lot can happen over
coffee
Traditional;
Outlets positioned
as ‘Where the world
meets.’
Luxury icon;
The only genuine
coffee shop to visit.
Promotional
Activities
Interiors; Wi-fi
enabled stores;
New type of coffee
every month
Low key
advertising; Tie-ups
with other brands
SIMS Brand Ambassador Program 3
4. Competitor Analysis
Criteria Café Coffee Day Barista Costa Coffee
Location 1438 outlets
across 28 states
of India
225 Barista
Lavazza Espresso
Bars in over 30
cities across India
Major Metros with
expansion plans for
South Indian cities
Working Model Vertical Integration
– Known for
cutting costs.
Strongly stand and
believe in all things
Italian with
reference to
espresso.
Complete focus on
the product.
SIMS Brand Ambassador Program 4
5. Business Strategy & Overview
• Starbucks On-the-Go will target:
• The daily commuter - someone traveling to/from work, out shopping or just out for a drive.
• The captive consumer – who is in a restricted environment that doesn’t allow easy access to refreshments and where
refreshments are an integral part of the same.
• Location:
• For the commuters – Drive thrus at high traffic/high visibility areas (Mall compounds, Mumbai-Pune Expressway i.e. for
drivers entering the city)
• For the captive consumer – Standalone kiosks Schools, College campuses, Special events(fests, marriages etc.),Hospital
compounds etc.
• Products: Hot & Cold beverages – coffee; coolers; smoothies ; Light snacks- sandwiches,brownies,pastries
etc.
• Promotion: Advertising – Hoardings; Sampling at stores; Promotional activities at malls, campuses etc.;
Menu tasting events
• Price: As prevalent in stores.
SIMS Brand Ambassador Program 5
6. Conclusion
• Concept of kiosks in India being nascent, if tapped correctly can increase
profits and market share.
• Adequate research, training and support measures to be taken while setting
up kiosks
• Kiosks/Standalone outlets/Drive thrus will help in building strong brand
presence
SIMS Brand Ambassador Program 6
