Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

coffee shop market ppt

44,322 views

Published on

This presentation is being made upon the marketing strategy of a new coffee shop named " COFFEE SQUARE"

  • How can I improve my memory and concentration? How can I improve my memory for studying?★★★ https://tinyurl.com/brainpill101
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • How can I improve my memory before an exam? How can I improve my study skills? learn more...  https://tinyurl.com/brainpill101
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

coffee shop market ppt

  1. 1. COFFEE SQUARE
  2. 2. GROUP MEMBERS > NIKITA GARG –030 >DEEPAK CHANCHAN –021 > ADITYA KANKARIA - 001 > VIVEK JAIN–048 >AKSHAT GALA-029 >RITESH GUPTA-039 >PIYUSH CHURIWALA-024
  3. 3. Our Vision Is To Bring Out People With Diverse Interest & Backgrounds Together Our mission is a simple one. To be the best Cafe chain by offering a world class coffee experience at affordable
  4. 4. CORPORATE OBJECTIVE Aim to capture atleast 10% of market share for the year 2014-2015.
  5. 5. MARKETING STRATEGY FOR COFFEE SHOP SITUATION ANALYSIS PROBLE M OBJECTIVES STRATEGY TACTIC S
  6. 6. COMPETITOR MACROSOCIO ANALYSIS MARKETING COMPETENCY CONSUMER
  7. 7. TOUCH POINT ANALYSIS POINTS OF PARITY • PRICE • TASTE • DIFFERENT FLAVOUS • AMBIENCE POINTS OF DIFFERENCES • LIQUOR FLAVOURED COFFEE • LESS PRICE • COFFEE SERVED IN 10 MIN POINTS OF EMOTION • CUSTOMIZED MUGS
  8. 8. CONSUMER ANALYSIS Consumption pattern • Hangout • Business meeting Consumer insights • Festival parties • Status symbol Consumer prefernces • Various kinds of coffee • Teas & shakes • Snacks • desserts
  9. 9. Direct competitor CCD Costa coffee barista Coffee beans Indirect competitor Restaurants Strategies CCD has low price and maintain quality CCD has outlets almost every part of the country Tactics Promotions by providing discount coupons Online media Gift voucher
  10. 10. STRENGTH :- • Specialist in coffee with our own signature blend • Situated in prime location of city • Pricing WEAKNESS :- • We don’t have a brand image like our competitors • No outlets • Financial constraint OPPORTUNITY:- • Eye market share • Increasing coffee culture in India • Increased in socialisation amongst the youth • Provide some new variety THREATS:- • Coffee market is a perfectly competitive market
  11. 11. TAXES 1)Service charge is levied between 5-10% 2)Value added tax average rate 12.5% 3)Service tax 4.80% to 4.95% on the total value of the meal plus service charge 4)Small business with sales upto 50 lakh can pay VAT@5%. SOCIETY TRENDS 1)Growing Urbanisation 2) Changing Taste & Preferneces 3) Greater standard of living 4)Emplyoee and customers loyalty GOVERNAMENT REGULATION Licence and Permits for Employers identification no. Set up tax information Food establishment licence Construction/fire/health/ sanitation/electrical/plu mbing and waste permit. Wine and beer licence
  12. 12. Consumer changing tastes is a unique risk that the restaurant business carries. Competition in the market poses a threat to the coffee shop. Condition of the economy can greatly affect the profits in the coffee shop. There should be proper finances to run the coffee shop Choosing the correct location is very important else it can prove to be a big constraint and can greatly affect the sales.
  13. 13. STRATEGY Value proposition DSTP
  14. 14. VALUE PROPOSITION:- Functional Benefits 1 ) Great Taste 2) Variety of Coffees Emotional Benefits 1)Provides a family enviorment Economical benefits 1) Affordable for all the age groups
  15. 15. DIFFERENTIATION:- Products- Coffee, Tea & Snacks Price:- Coffee starts at Rs. 50 People:- People from all the age group from teenagers to youths and even adults
  16. 16. Upper Middle Class PROFESSIONAL S Lower Middle Class 36 TO 55 YEARS 55+ YEARS Middle Class 15 TO 35 YEARS BUSINESSMANCATAGORY STUDENTS INCOME AGE GROUP
  17. 17. POSITIONING A relaxing point to hangout
  18. 18. PRODUCTS PEOPLE 1Teenagers 2)Youth 3)businessma n 1)Colleges 2)It parks 3)Stations Rs 50 onwards PRICE PLACE
  19. 19. ATL BTL PROMOTIONS Banners Hoarding Radio Television Internet Online marketing Mobile marketing Events Gift coupons Word of mouth Word of mouse
  20. 20. IMC CAMPAIGN
  21. 21. FCB GRID HIGH INVOLMENT RATIONAL EMOTIONAL LOW INVOLVMENT THINK FEEL REACTDO
  22. 22. PRODUCT LIFECYCLE Introduction Growth Declin e Maturit y 6-8% 6-8% 2-4% 4- 6%
  23. 23. Integrated marketing communication budget creative Value proposition Target audience profile Tone of voice User imagery and usage imagery Media BTL activities Atl activities objectives strategy Tactics Process,place promotion,packaging and people IMC MODEL
  24. 24. COST,TURNOVER,BREAKEVEN INITIAL CAPITAL • 3 CRORES ADVERTISING • 5-10 LACS ANNUAL TURNOVER • Daily 150 people*Avg price (500-600) • Annual turnover = 150*600*30*12=3245000 • Break even =within 1yr

×