This document presents a business plan for Café Bean, a global coffee brand launching in India, Sri Lanka, and UAE. It outlines Café Bean's objectives to become a global brand and gain market share. A market analysis finds strengths in quality products but weaknesses in high prices. The strategy targets young adults and proposes competitive pricing and customized coffee. Goals include opening 50 outlets in 2 years and increasing brand awareness through social media promotions. The conclusion reiterates Café Bean's plan to differentiate itself through customized coffee experiences.

1. Submitted By:
Archit Garg
Anubhav Agarwal
Rachit Pahuja
Rahul Vij

2. OBJECTIVES
• Café Bean as Global brand.
• Café Bean Market Analysis.
• Identify its customers.
• Present the Market Message for Customers.
• Café Bean Market Strategy.
• Café Bean Action Plan and Conclusion.

3. MARKETING MESSAGE
•DISCOVER MORE,
EXPLORE MORE,
CREATE MORE WITH
JUST A SIP.

4. CAFÉ BEAN AS GLOBAL ENTERPRISE
• Café Bean is launched in competition to
brands like Costa coffee and Starbucks.
• The brand is launching itself in 2016 in the
following places: India, Sri Lanka and UAE.We
will expand the business in the coming years.
• It is a brand of specialty coffee in the world.
• It serves brewed coffee, espresso-based hot
drinks, snacks, mugs and coffee beans.

5. MARKETING ANALYSIS OF BRANDS
COMPETITOR QUALITY PRICE SERVICES AWARENESS
STARBUCKS Excellent High Very Good Poor
BARISTA Good High Very Good Very Good
COCO VERANDA Good High Average Average
COFFEE BEAN
AND TEA LEAF
Good High Average Very Good
MC DONALDS Average Low Average Average
CHOCO LUV Average Average Poor Average
THE COMMONS
COFFEE HOUSE
Average High Average Poor
BREAD TALK Good High Very Good Average

6. CAFÉ BEAN MARKET ANALYSIS
SWOT ANALYSIS
STRENGTHS
Global research
Quality products
Profitable organization
Strong financial foundation
Visionary leader
WEAKNESS
High price
Importing roasted coffee
Known only for coffee
OPPORTUNITIES
Launching new products
Skilled Labour market
More tourist attraction
Use of social media network
THREATS
Cultural & Political issues
Real State cost and laws in Sri Lanka
Economic down turns
Health cautious customers

7. OBJECTIVES & GOALS
 Open 50 outlets in 2 years
 Gain 75% of market share in 4 years
 Increase market revenue by 5% each year
 Increase brand awareness
 1000 - 3000 number of new customers within first month
 Capturing 5,000 + Facebook likes within first two months
 Number of returning customers 30% in 1 year
 Become a super brand in 5 – 7 years

8. CAFÉ BEAN MARKETING
STRATEGY
• Target Market
• Age group: 18 – 40
• Lifecycle: Young and adults.
• Gender: Male and female.
• Occupation: College students, persons in managerial, executive, and
professional positions.
• Income: Middle and higher income earners.
• Location: India, Sri Lanka and UAE

9. CAFÉ BEAN MARKETING STRATEGY
• Positioning Price High
Price low
High perceived qualityLow Perceived
Quality

10. CAFE BEAN MARKETING
STRATEGY
• PRODUCT
• Customized coffee (However you want).
• PHYSICAL
• Modern furniture, uniform, sign boards, non smoking, kids play area, music, free wifi.
• PROCESS
• Quick service, customized cups with name, collect suggestions and feedback from
customers.
• PRICE
• Higher than others (Rs.200 for tall, Rs.275 for grand Rs.320 for super).
• STAFF
• Active, skilled staff.
• PROMOTION
• Social media, Free samples, Credit card discounts.
• LOCATION
• Accessibility, availability.

11. FUTURE PROSPECTIVE
 Café Bean as a Global Chain.
 Better Brand Positioning.
 Reputed Brand Image.
 Providing job opportunities to people of different
age groups.

12. ADVERTISING
• “WE PROVIDE THE BEST.” is the quote that you’ll
find on the cup of café bean.
• Our promotional campaign introduces the
different types of coffee available at CAFÉ BEAN
only which are as follows: Toffee Latte, classic
frappe, bean crush cappuccino and so on.
• Moreover, CAFÉ BEAN provides an option of
Customizing your cup of coffee by adding the
flavor of your choice to the respective cappuccino
and frappe.

13. CONCLUSION
This business plan introduced Café Bean to the
markets of Sri Lanka, India and UAE . We
presented information about the marketing
message, market analysis, market strategy,
objective and presented the action plan.

14. CAFÉ BEAN
A SIP MAKES A DIFFERENCE.
THANK YOU!