foodie tryingstein : Necessary Pantry Back Up SuppliesSushi: sour-tastingJapanese dish consisting of small balls or rolls of vinegar-flavored cold cooked rice served with a garnish of raw fish, vegetables, or eggOnigiri: A rice ball
USP: Unique Selling Point
Cafe Peter Donuts - Marketing Strategy - A Case Study by Nirav Khandhedia
A Case Study Objective To analyze a given business on Key Marketing tenets (4 P’s Product, Price, Place and Promotion )and understand how really a business’s success is related to them. Nirav Khandhedia Shakti Dutta Neha Patnayak Rajabala Gnanasamy Neha Chauhan Akhil Mohammad
Korea at AundhCafé Peter Donuts, the brain child ofChanseok Jung, the founder of CPD chain, aKorean Brain, has maintained a Koreanflavor in this unique Cafe at Aundh.Donuts and coffee prepared with Koreanstyle of cooking, of course, by KoreanChefs surely attracts all the Koreansvisiting India!Mainly targets Love birds and youth andthey have kept ambience which can surelyinduce some love music in your heart!
Who is the best friend of Coffee?Yes, it’s Donuts!More than 100+ different and uniqueverities of donuts only at CPD!And, of course, 100 different types ofCoffee at any time!Coffee is made of fine ground coffee beansimported specially from Brazil!And, Hot Sizzling Brownies, Cakes andPastries! Yummy Desserts!Tat’s Café Peter Donuts’ big wide Productrange!
Location and Surroundings Aundh, the ever choice of youth, has got pride to accommodate the Lover’s choice and Most Happening Café, the Cafe Peter Donuts.In very close periphery of Giant ITMNCs SunGard, NVIDIA, Symantec,etc. hence attracts IT youth asbiggest customer base. Surrounded with very big Hotels like Seasons and Restaurants like Taareef.. People don’t miss a chance to grab some desserts at CPD!
Amenities and AmbienceHigh Speed Wi-Fi Connectivitytempts visitors to spend more timeon FB and Social Networking sites,makes some one’s life really Live!Chill Lovely Air Conditioner blowsromantic cool breeze with Nicecoffee smell all around the Café,real catalyst for Love!Dark Black Chittah patterned Sofa,beans, wooden racks displaying cutelovely pictures and quotations.
Amenities and AmbienceRelax atmosphere, Green Indoortrees, Effective lighting withsoothing effects, sweet soft music,Comfortable seating, racks ofmagazines and news papers, andwhat not?!
Public Opinion: Quiet Bite or Long ChatFirst on List:We were able to have a loud yet privateconversation.The Second:This is a self-service outlet with the happiest staff Ihave seen in a café and because they look happy,they serve you better.The Third:They have a unique menuThe Fourth:The Green Tea Frappe the picture of which you cansee foodie tryingsteinThe Fifth:Ramen : Quick-cooking noodlesThe Sixth:The Sushi item, OnigiriThe Seventh:The Donuts.
A Wonderful Place to ‘Chill’There arent too many places you can goto escape loud noises and big crowds.Fortunately, Peter Donuts is one placethat is an exception to this rule.This cafe is very different from theBaristas and Cafe Coffee Days and CostaCoffees that we now find around everycorner. The cafe has a wonderful feel toit - it has a community feel to it yetmakes you feel perfectly comfortable ifyou are alone.The USP of this place is their deliciousdonuts!They have excellent drinks too!
About OwnerWho Runs it ?Chan Seok Jung and his wife Nohyi ,the Korean couple runs Café PeterDonuts, Aundh.Vigilant watch:Duo keeps a attentive watch on thehustle and bustle. Nothing misses theduo’s sight.Dedication towards the business:It has kept the quality of their productsconsistent, two years down the line.Taste Sustained :Maintained taste of Doughnuts qualityand taste.
How world knows Cafe Peter Donuts?Quality Service and CustomerSatisfaction are the only Promotiontools for CPD. No giant signboards, nomedia advertisement!CPD earns just based on the mouth tomouth publicity. CPD is having its presence on biggest Indian Food Information Portals like Zomato and also on Facebook. Yes, they do need to get their presence listed on SnapDeal and TimesDeals.
What is Café Peter Donuts?A Coffee Shop chain, sorry, Coffee-Donut Shop with branches at Campand Koreagon Park in Pune itself!Imports coffee beans from worldvide brokers, and also has directcontracts with Coffee Suppliers,generally with Long term priceagreements.Own distribution system to ensuresmooth functioning.
What is Café Peter Donuts?A bit higher price than market, but that bitis no big amount when it plays beats ofLove guitar!Mainly targets Korean and other foreigncustomers, young couples, love birds andof course IT Brains.CPD is the pioneer in introducing Coffee –Donut combo at any Coffee shop.CPD understands the cultural sensitivity ofIndians, Vegetarians. It prepares Pure Veg –Eggless Donuts to serve their biggestIndian customer base.
StrategyAttract foreign, Korean customersand increase target customer base.Attract young couples and lovebirds.No Special advertisement andpromotion activities, but best qualityand service increases mouth-to-mouth publicity.Attractive coffee and donut combos.Coffee and Donuts Menu alsoincludes seasonal varieties.
StrategyKnowledgeable and Unique Koreanchefs.Specials Occasional trainings andContinuous trainings to chefs.Focus on turn over figures.Quarterly targets on increase of sale.High level of customer service, e-feedback system.Re-structuring the menu as andwhen needed, based on feedback.
StrategySpecialized offers and menus fortime periods when there is lessfootfall.Fine Dining services significantlyincrease their revenues duringweekends.Specialized menus around KoreanRecipes such as Davaang Tea andGreen Tea.
How is Cafe Peter Donuts?Lovely ambience with best qualityfood!Special attraction of Koreanvarieties.Hospitable Staff with goodcommunication skills, listening thecustomers’ concerns and responseto satisfaction. Yes, no disturbances from Café Staff as well, it’s Self Service!Neat and clean surroundings. So, Fallen in Love?!
Korea at Home?Don’t’ be Surprised.. It’s reality..Yes, at Home only!Cafe Peter Donuts also makes youavailable with wide varieties ofimported Coffee Beans, in variousquantity packs. Just buy it and enjoyromantic coffee sips at home!Yes, you can also get mugs, jars,filters, all with CPD logo and Lovequotes!
Conclusion Café Peter Donuts does quite well in terms of keeping itself market aligned and stay a profit earning chain. While reviewing its strategy, it’s also understood that a bit of pricereduction and more advertisements with still wider expanded chain can also make it synonym of Star Bucks for countries like India.
Any Questions?Thank For being patient listeners And, For No Questions of course!