The document outlines a marketing plan for a healthy coffee brand made from roasted wheat grains, highlighting its advantages over traditional coffee made from beans. It details the market analysis, growth opportunities, target audience, and competitive landscape, emphasizing the aim to become a leading healthy coffee chain in India. Key strategies include branding, advertising, and expansion into cafes and kiosks, with a focus on health-conscious consumers and young professionals.

1. MARKETING PLAN
FOR
Presented by:-
Group 8
14MBA1099 M. BHARATHRAM
14MBA1105 BHALA PRASANNA S
14MBA1107 VINAYAK BANAKAR
14MBA1110 SAI KEERTHI KETHINENI
14MBA1113 SANTHI KRISHNA
14MBA1115 AKILAN R
14MBA1116 NANDITA K

2. Why Healthy Coffee
Healthy Coffee is made of roasted wheat grains and
tastes like normal coffee
Coffee made of coffee beans has below disadvantages
• It contains drug caffeine and hence is addictive
• Creates gastric problems if consumed more than
limit
• Creates sleeplessness
• Cannot be consumed by certain people due to
medical reasons

3. Executive Summary
• Healthy coffee manufacturing
unit would be set up in less
developed state in eastern India
where there is ample wheat
production
• Provide coffee powder to hotels
and restaurants
• Boon to people who would not
have dreamed of having more
coffee due to medical reasons
• Create café chain that provide a
unique forum for communication
and entertainment through the
medium of the Internet.

4. Market Summary : Market Needs
• Convenience :The area of coffee shop is convenient for targeted
customer because it is near to college and Corporate locations
• Customer services :Servicing the customer with superior attention
• Competitive pricing :The price of coffee is bit more than a
traditional competitor like Nescafe. But far less than coffee culture
and café coffee day.
• Selection: A creative choice of food and drink and a well-
constructed entertainment environment.
• Accessibility: The patron will gain access to the Healthy Coffee shop
with minimal waits and long business hours.

5. Market Trends
• Health conscious consumer
• Food quality: Preference for higher-quality
ingredients
• Quality conversation: Intellectual
conversations can be had in coffee shop
settings

6. Market Growth
• Coffee – a sunrise industry
• Growing young population and
promotion of coffee culture
• Coffee Segmentation:
Robusta and Arabica Beans
Different growth culture
Pure and blended coffee
Cheaper products like chicory, vanilla, mocha
Filter coffee and instant coffee
43% share of filter coffee

7. Branded Coffee Network
of 1450 cafes across India
185 cafes
64 cafes
172 cafes
191 cafes

8. STRENGTHS
•Healthy product made with wheat and no
preservatives are added.
•Ethical and environmental practices.
•Cost of production will be less.
•It can be used by people belonging to all ages.
•Comparatively lower cost of coffee.
•Increasing health consciousness.
•Unlike coffee from cocoa beans healthy coffee is not a
drug and people will not get addicted to it.
WEAKNESS
• Brand visibility of healthy coffee is less.
• People are not much aware of this product.
OPPORTUNITY
• Fastest growing industries in Asia
• Tie ups with other companies for promotion
• India is a huge and potential market.
• Young population.
• Growing middle class and increasing
purchasing power of people
THREAT
• India has a tea based culture.
• Visiting a cafe frequently is not an Indian
habit.
• Other coffee brand companies attracting
customers with their advertisement.
• Presence of other Hangout locations
• Unorganized market
SWOT

9. Competitor Analysis
CCD
54%
Barista
26%
costa coffee
14%
Local brands
6%
Market Share
CCD
68%
Starbucks
12%
Gloria
Jeans
3%
Barista
17%
Share of mind
Sample size – 150+

10. Product Offering

12. Critical Issues:-
Threat of new entrants - Medium
• Presence of several established brands/hangout places/fast food joints
• High Investments for Expansion.
• Government policies promoting FDI .
Buyer’s Po er - High
• Low switching cost
• Variety of products
• Variety of services
Profitability - High
• Increase Market Size and Brand Awareness by Vending Machines and Kiosks
in public places.
• To Increase the use of Technology Portfolio.

13. Marketing Strategy: Mission
To e the est healthy
coffee chain by offering a
world class coffee experience
at afforda le pri es.

14. Objectives
Marketing Objectives
• Develop brand awareness through a steady, month on month increase of new
customers.
• Develop an increase in sales while achieving a status quo state or decrease in
marketing expenses. Grow total sales by 10% annually.
• Diversify the service offering to insulate the business against fluctuations in any
one component of the revenue stream.
• Build customer loyalty through educational programs.
• Build the Healthy Coffee brand to the point where it becomes a household word in
the area.
Financial Objectives
• A double digit growth rate for each future year.
• Reduce the variable costs through efficiency gains.
• Reach profitability within the first year.

15. • Major chunk of customers falls within the age
group of 16 to 30 which accounts for 78% of the
overall percentage.
• The group comprises of mainly college going
students and young working professionals
Target
Audience

16. Target
Audience
• There is a definite skew towards singles: 66%
singles, 27% married & 7% others.
27%
66%
7%
Married Single others

17. •Students and working professionals
•Health conscious customers
•Customers who cannot drink coffee
containing caffeine due to medical
reasons
•2000 outlets in 200 cities
•Cafe in locations where business
can be generated.
•Tie ups with Educational
institutions and Corporate.
• Third Place" away from the home and
college or workplace for the young and
the young at heart.
•Fun Place for people to interact.
•Good quality coffee that would not spoil
health
Main consumer base in the age
group of 16-30 years.
TARGETING
POSITIONING DIFFERENTIATION
SEGMENTATION
S-T-P-D

18. DISTRIBUTION STARATEGY
60%
30%
10%
Growth Target
Tier I Tier II Tier III
• Network strength of over 2000 cafes in 200 cities
and towns with average footfalls of 200 per café per
day
• Distribution Strategy:
• Single unit at eastern India with capacity of
70,000 tones per annum
• Packaging industry:
• Serving hot coffee 210ml and cold coffee 350ml
• Regional Distribution:
• Targeting expansion in smaller towns
• New café formats in metros –
• Lounge
• Square
300
150
50

19. Action
Programs:-
Advertising
• Branding based on projecting coffee
as a health drink which can be
consumed across age groups.
• Social media advertisement
• Word of mouth
• Subtle advertising in movies and TV
serials
• Print and social media
• Sponsoring college events and giving
out discount coupons
• Tie up with different corporates
• Presence of outlets in all areas

20. Alter ate Ad ertisi g Mediu s…
Media Partner Advertising Medium
Teli Brahma
Café Chronicle
DSN screens
Radiocity
405
721
168
334
Wi-Fi / Bluetooth Downloads
Café Newspaper
Television Screens
Café Radio
Budget allocation

21. Social media campaign focusing on health aspect
Sponsoring events and contests
TV screens to advertize content at Cafes
Bra d a paig Coffee Re olutio
Cup Branding
Vouchers / Scratch Cards / Discount Coupons
Branding options

22. Product
•Wide range
•Frappe – Summer
•Cappuccino – Winter
•Merchandizing
Price
•Range from Rs20 to
R50
•Over the years only
minor changes in
pricing policy
Place
•Coffee powder
distribution in all
hotels and restaurants
•Strategically located
outlets
•Coffee machines in
college and corporate
canteens
•Kiosks in offices
Promotion
•Channel [V] s Get
Gorgeous Contest
•Tie up with youth
brands
•Sales Promotion
•Social media web
pages and ads
Marketing Strategy: Marketing Mix

23. Income and Expenses Forecast (in million)
Description 2015 2016 2017 2018
1.0 Income 16 22 30 45
2.0 Operating Expenses
2.1 Salary and Wages 5 5.3 5.6 6
2.2 Kiosks and other facilities 2 3.7 6 10
2.3 Transportation and utility 2 2.5 4 5
2.4 Marketing Expenses 3 4 5 8
Total Expenses 12 15.5 20.6 28
Operating Profit 4 6.5 9.6 17

24. Financials Break even analysis

25. CONTROLS
• The purpose of expression marketing plan is
to serve as guide for the business. The
following area will be monitoring to gauge
performance:
 Revenue: monthly and annual
 Expenses : monthly and annual
 Customer satisfaction

26. References
http://www.casestudyinc.com/coffee-day-
brand-strategy-india
http://www.pr-inside.com/india-food-and-
drink-report-q-r2164244.htm
http://en.wikipedia.org/wiki/Marketing
http://www.cafecoffeeday.com/
http://www.barista.co.in/users/index.aspx