Coffee Forecast of India
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This is a compilation of a research conducted to understand what is the future of coffee in Indian market.
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Coffee Forecast of India
- 3. Fashion Scan Consumer Scan Fashion Analysis Trend Analysis Partners and Competitors Cultural Indicators Comparative Analysis Flowchart the process above was the tool to determine the forecast
- 4. CafeCoffeeDay Brand Philosophy: To be the best Cafe chain by offering a world class coffee experience at affordable prices. Target Audience: 20-30 years through fashion scan we found out different trends in the market
- 5. CafeCoffee Day Mood Board & Color Board Fun Relax Conversation Warmth Young
- 6. Barista Brand Philosophy: “Experience It”, Finest Italian and Arabic coffees and cuisine at great value prices. Target Audience: 20-30 years barista was first opened in delhi
- 7. Barista Mood Board & Color Board Cozy Fresh Warm Relaxing
- 8. CostaCoffee Brand Philosophy: The brand believes in putting their heart and soul in every cup. Target Audience: 20-30 years costa is originally a british brand
- 9. CostaCoffee Mood Board & Color Board Cosy Relaxation Exclusive Delectable
- 10. GloriaJean’sCoffees Brand Philosophy: “Escape The Grind.” They believe in providing the customers with the best products and service. Target Audience: 30-60 years gloria jeans coffees is originally a chocago cafe which was later bought by an austrlian company
- 11. GloriaJean’s Coffees Mood Board & Color Board Vintage Mature Homely Relax Comfortable
- 12. Frespresso Brand Philosophy: Not just about coffee, “Delivers what every walk in wants.” Target Audience: 20-30 years frespresso outlets are inspired from the sitcom friends
- 13. Frespresso Mood Board & Color Board HOMELY COZY PRIVACY SOOTHING
- 14. CafeMocha Brand Philosophy: Give the warm relaxing brew experience along with an exciting journey. Target Audience: 25-40 years cafe mocha is the only retail chain that serves thirty types of gourmet coffees
- 15. CafeMocha Mood Board & Color Board Eclectic Comfortable Set for all moods Friendly
- 16. People Drinking Coffee Number of people reached by Cafe Coffee Day through the years Ref: Census Board of India 1996 1998 2000 2002 2004 2006 2008 2010 2012 20 40 60 80 100 180 120 140 160 No. of Adopters ( in millions ) Timeline
- 17. Statistics Coffee ConsumptionRef: Coffee Board of India
- 18. Statistics Coffee PreferenceRef: Survey
- 19. Statistics Coffee ConsumptionRef: Coffee Board of India
- 20. Statistics Coffee PreferenceRef: Coffee Board of India
- 21. TargetMarket Coffee Enthusiasts The Everyday Man Coffee Alternatives Target Age Group :18-30 Target Area : near book stores, colleges and uni- versities, Corporate Offices Target profession : students, business travellers, doctors/nurses/policeman (anyone with hectic work schedule)
- 22. Segments Demographics : age-18-30 Sex : Male/Female Marital Status : single or married, coffee is always welcome Income : Starting 80,000 p.a. and onwards Education : Average & Well educated
- 23. Persona Arya is 24years old. She is a proof writer for a publishing house in Delhi. She likes reading, eating and enjoys music. While she loves chocolate, she does enjoy the coffee flavors too, especially the aroma coffee shops provide. She lives with a room mate, so prefers doing a lot of her reading in a nearby coffee shop, though she avoids them during rush hours. She doesn’t spend a fortune on coffee, but enjoys the occasional indulges in high-calorie expensive coffee beverages.
- 24. PastScenario The Coffee culture came to India with the arrival of The British. It gained popularity in Southern India in 1940s when the restaurant Indian Coffee House was started. In early 1990s, local small coffee shops served people whose primary motive for drinking coffee was utility based. This scenario changed with the introduction of coffee shop chains like CCD and Barista. Main motive now was to hang out with friends over coffee.
- 25. PastTrends Trend - Selling the coffee as a commodity Cause - Coffee wasn’t a lifestyle/routine beverage Trend 1.
- 26. PastTrends Trend - Internet cafe with free cappuccinos Cause - To promote drinking coffee Trend 2.
- 27. PastTrends Trend - Selling coffee as an add-on to ea-tables Cause - People didn’t develop the habit and liking for coffee Trend 3.
- 28. PastTrends Trend - As a meeting place for friends Inspiration - famous television sitcoms like Seinfield and FRIENDS Trend 4.
- 29. CurrentScenario Coffee bars aim to make themselves a home away from home. The Scenario today is about making the coffee experience commercial and accessible to all. By introducing various hobby ideas and clubbing it together with book readings and other activities they are attracting a very large and varied customer group. Its not just about drinking coffee, its about creating an ambience where we can relax and be comfortable whether we are alone or hanging out with friends.
- 30. CurrentTrends:Coffee Trend - Selling coffee as experience Origin - Popularization of coffee drinking Cause - People are now very aware about their coffees Forecast - All coffee store activities will be projected towards the coffee beverages, and other items around it Trend 1.
- 31. CoffeeTrends Selling Coffee as Experience 1996 1998 2000 2002 2004 2006 2008 2010 2012 Timeline No. of Adopters (in millions ) 10 20 30 40 50 90 60 70 80 Dominating attitude Dominating idea
- 32. CurrentTrends:Coffee Trend - Coffee is a lifestyle Origin - Western developed countries Cause - because of increased attraction of Indian tourism in other countries which came true much earlier then expected. This developed a positive attitude about drinking coffee Forecast - Will grow more and be adopted by more people Trend 2.
- 33. CoffeeTrends Coffee is a lifestyle 1996 1998 2000 2002 2004 2006 2008 2010 2012 Timeline No. of Adopters (in millions ) 10 20 30 40 50 90 60 70 80 Dominating attitude Dominating technology
- 34. CurrentTrends:Coffee Trend - Coffee shops as a hangout spot Origin - Growing number of coffee shops Cause - It is a safe and acceptable place for hanging out in small and large groups. Brands are making the shops very convenient and comfortable Forecast - As the experience of coffee shops gets more personal, it gets more favourable and popular Trend 3.
- 35. CoffeeTrends Coffee as a Hangout place 1996 1998 2000 2002 2004 2006 2008 2010 2012 Timeline No. of Adopters (in millions ) 10 20 30 40 50 90 60 70 80 Dominating attitude
- 37. CurrentTrends:Retail Trend - Warm color scheme Cause - Coffee shops are selling the casual retail experience. The shops cannot look formal or even exclusive and expensive and it will discourage potential customers. The colors are warn comfortable colors, developing a sense of “home away from home”. Trend 1.
- 38. CoffeeTrends Warm Colors Scheme Pendulum Swing Dominating Idea Warm colors with cool colors Warm colors 1996 2012 2001 2006
- 39. CurrentTrends:Retail Trend - Self service Cause - The target group is not very fussy about services provided in coffee shops as they feel highly comfortable there, thereby accepting self service positively. Trend 2.
- 40. CoffeeTrends Self Service Dominating idea Trend 1996 1998 2000 2002 2004 2006 2008 2010 2012 0 150 300 450 600 1200 750 900 1050 1350 1500 Timeline
- 41. CurrentTrends:Retail Trend - Comfortable furnishings Cause - To make the space feel like a lounging area Trend 3.
- 42. CoffeeTrends Comfortable furnishings Dominating attitude Trend 1996 1998 2000 2002 2004 2006 2008 2010 2012 0 150 300 450 600 1200 750 900 1050 1350 1500 Timeline
- 43. CurrentTrends:Retail Trend - Hungry Graphics Cause - As predicted, people have more disposable income. So the graphics need to generate hunger and desire for the products they serve. Trend 4.
- 44. CoffeeTrends Hungry Graphics Fad Dominating idea 1996 1998 2000 2002 2004 2006 2008 2010 2012 0 150 300 450 600 1200 750 900 1050 1350 1500 Timeline
- 45. OtherTrends Earlier, coffee shops sold internet and coffee was a facility with it. Now coffee shops sell coffee and internet facility with it. The age group of people hanging out in coffee is growing both sides, kids and elders are both enjoying coffee shops. The coffee shops do serve a large variety of chocolate items too, along with baked products. But their core identity talks solely about coffee. Only special campaigns talk about other beverage types.
- 47. FutureCompetition Starbucks was once a small coffee shop opened by Gerald Baldwin, Gordon Bowker, and Ziev Siegl in 1971, it has grown into the number one specialty coffee retailer. It is renowned to be the top coffee shop brand of the world. Over 10,000 coffee shops in more than 30 countries. The company’s main objective is to establish Starbucks as the “most recognized and respected brand in the world,”.
- 48. Comparative Table Vertical integration, eatables customised for the Indian market Top down approach Affordable Pricing Strategy Product Place Price Coffee beverages All around the world Average to above average, Affordable to expensive Variety of coffee combined with add-on ea-tables Top down approach Affordable Pricing Strategy Third home, collaborations, covert Promotion PR, Advertising, All media channels Focus on positioning itself as a brand for anyone who loves coffee.
- 49. Comparative Table Logo, orange Young, Sophisticated Physique Personality Logo, coffee mug, green Responsible, confident Logo, purple and red, inverted commas Young at heart, Casual Providers of good coffee experience Friendly, Non-intrusive Upward class Relationship Culture Socially responsible, dedicated Active, conscious, social Allows people to interact and be intimate Friendly, Comfortable
- 50. Comparative Table Leaders in Indian coffee market Delicious international coffee makers Self Image Reflection Exclusive coffee makers Remarkable coffee experience Masters in coffee making The Third Place
- 51. Thank You Enjoy your coffee