Coffee kings

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Coffee kings

  1. 1. PRESENTED BY :- B005 NIRAJ JOISAR B006 PRAVEEN JOSHI B009 NAVNEET KHEMKA B015 MADHAV LASHKERY B024 RAHUL ORDIA
  2. 2. MISSION  Provide customers the finest quality beverage in the most efficient time  Provide community support through customer involvement.  Operate and grow at a net profitable through sound decisions. VISION  To position ourselves as a premier coffee shop chain in Mumbai within a year and to grow our brand outside Mumbai.  We want to be a social coffee shop of 21st century, the
  3. 3. Marketing plan Strategy Problems Situation analysisTactics Objectives
  4. 4. SITUATIONANALYSIS Market Analysis Consumer Analysis Competitor Analysis Competency analysis Macro-socio economic analysis
  5. 5. Market analysis Size $300Mn Potentia l Unlimited Growth 15-20% p.a Seasonalit y All seasons Geographical spread- Mumbai
  6. 6. COMPETITOR ANALYSIS • MARKET SHARE 68% 12% 14% 6% Sales CCD STARBUCKS COSTA COFFEE OTHERS
  7. 7. STRATEGIES • CCD operates in all locations • Starbucks operates in prime locations • Large number of brand touch points of existing brands PROMOTIONS • Newspapers • T.V. ads • Social websites
  8. 8. CONSUMER ANALYSIS PREFERENCES Hot coffee Cold coffee Refreshments Snacks PERCEPTION CCD café for all COSTA café in malls STARBUCKS café for the elites INSIGHTS Sexual gratification Stress relief
  9. 9. SOCIAL • STATUS SYMBOL • GROWTH IN SPENDING POWER TECHNICAL • ADVANCE EQUIPMENTS LEGAL • TAXATION • GOVERNMENT RULES AND REFORMS • FOOD AND BEVERAGE LICENCES MACRO-SOCIO ECONOMIC
  10. 10. Strength Best in class coffee Weakne ss New entry Opportuni ties Growing market Threats Market dominated by big brands COMPETENCY ANALYSIS
  11. 11. MARKETING OBJECTIVES  .To achieve 10% of market share by the end of 2015
  12. 12. MARKETING PROBLEMS Existing coffee shops such as CCD, STARBUCKS have a huge market share. A completely new entity. Market specific blends and brands . Competing beverages .
  13. 13. POINTS OF PARITY PRICE TASTE AMBIENCE SERVICE POINTS OF DIFFERENCE OPPOSITE SEX WAITER COFFEE SERVED IN 5 MINUTES MAKE YOUR OWN FLAVOURED COFFEE 24*7 SERVICE AVAILABLE TOUCH POINT ANALYSIS POINTS OF EMOTION A place for corporates Peace
  14. 14. PLC ANALYSIS Since our product is in launching stage we will spend 10% of our turnover on marketing.
  15. 15. HIERARCHY OF DIFFUSION As we are a completely new brand we would focus our marketing strategy on innovators and early adaptors.
  16. 16. TONE OF VOICE Since we are targeting professionals our staff will be well equipped to handle large number of professionals with humility and sophistication.
  17. 17. BRS ANALYSIS We are a new brand in the market therefore we want to bring our brand from non awareness to awareness by 2015.
  18. 18. TFD ANALYSIS Our’s is a FTD format therefore we will employ more of emotional input.
  19. 19. MARKETING TACTICS  Promotion and themed evenings.  Customer involvement and feedback.  On premises advertising.  Advertising on social websites.  Customer privilege cards.  Develop an smartphone app for online bookings.  Deals such as offering 10% off any purchase over Rs. 500 to create buzz.
  20. 20. MARKETING STRATEGIES strategies differentiation positioning segmentation targeting
  21. 21. DIFFERENTIATION • Indoor and outdoor siting with smoking zone • 24/7 service available
  22. 22. NEED BASED MEETINGS GET TOGETHER COFFEE ENTHUSIASTS AGE 10-20 20-35 35-50 INCOME SEC A SEC B SEC C SEGMENTATION
  23. 23. TARGETTING • We are targeting professionals. POSITIONING •We want to position ourselves as a café wherein the customer can find a nice environment for formal as well as semi formal meetings.
  24. 24. VALUE PROPOSITION FUNCTIONAL Best in class coffee EMOTIONAL Professional atmosphere ECONOMICAL Perfect for your wallet
  25. 25. Integrated Marketing Communications Budget • Keeping competitive parity we have decided our budget to be 3cr. Objective • To bring our Brand from non awareness to awareness by 2015 Strategy • DSTP • Value Proposition Tactics • 7’PS
  26. 26. COST, TURNOVER & BREAKEVEN INITIAL CAPITAL : 3 CRORES ADVERTISING : 7-10 LACS ANNUAL TURNOVER : • DAILY 400 PEOPLE AVERAGE PRICE 80-150 • ANNUAL TURNOVER : 400*120*30*12=17280000 • BREAK EVEN : within 1.5 years
  27. 27. High involvement Low involvement rational emotional FCB GRID
  28. 28. 7p’s Product Price Place PeoplePromotion Physical Evidence Process
  29. 29. PRODUCT Our product mix primarily consist of wide range of products that appeal to the Indian coffee and snack lovers. Products that have decided Indian taste to it and appeal directly to the Indian taste buds. Our notable products include :-
  30. 30. COFFEE & ESPRESSO • AMERICANO • CAPPUCCINO • LATTE • MOCHA • DAILY BREW OTHER DRINKS • HOT CHOCLATE • HOT TEA • JUICES ADD-ONS • CROISSANTS • BROWNIES • COOKIES • SANDWICHES • PUFFS PRODUCTS
  31. 31. PRICE We have designed our price range keeping in mind our knowledge of our prospective customers and the pricing policies adopted by our established competitors. The coffee primarily ranges from 80 to 150.
  32. 32. PLACE The strategy Coffee King has adopted is to place our café in locations such as ANDHERI that it attracts significant footfall which helps us in generating good business and establishing a good brand name. Preferably near colleges, malls, corporate offices and popular marketplaces.
  33. 33. PROMOTION Online Advertising – cost saving promotions using Facebook and google and other social networking sites. Tie-ups- For deals with Groupon and MyDealsMyDay Customer check-ins. Sales Promotion- Customer Loyalty Cards to reward the loyal customers and attract new ones. Happy Hours- during non-peak hours to attract increased sales.
  34. 34. PROCESS Following the established trends conventional ordering and delivering process of self-service has been implemented in our store. Also, we have a flexible delivery process, where we wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on his/her table.
  35. 35. PEOPLE The focus is laid on two of our main stakeholders i.e employees and consumers. o Employees- Our principle is “don’t work for us ,work with us “.It promotes self-belongingness and employee retention. o Customers- We believe in “Building Relationships“ with our customers. It promotes brand loyalty and brand promotion.
  36. 36. PHYSICAL EVIDENCE When customers enter our café they see clean, friendly environment, cozy chairs, sofas, tables, book shelves, bright and “tasty” show case with those alluring pastries and sandwiches , menu with tempting coffee pictures.  They see our smiling welcoming staff and hear light nice music which makes it’s atmosphere of the “place to be”. 
  37. 37. THANK YOU P.S- HOPE TO SEE YOU AT COFFEE KINGS 

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