BY2 Café is a startup standing all day quick Café planning for expansion of a chain in Bengaluru to offer hygienic and authentic regional café & bites for all refreshment seekers at an affordable rate.

1. A Café serving Coffee, Fusion Tea,
Flavored Soda & Finger Food.
Digital Marketing Presentation on BY2 Café for MICA Project

2. HIGHLIGHTS
 Market Overview
 Target Group Identification
 Brand Objective
 Advertising Objective
 Plan of action
 Product Line
 STP (Segmentation, Targeting &
Positioning)
 Primary & Secondary Objectives
 DM Implementation
 Bangalore Statistics
 DM Penetration In India
 Consumer Journey
 Search Marketing
 Social Marketing
 Google Adwords
 Content Marketing
 Whatsapp Marketing
 Costing
 Conclusion

3. BY2 CAFÉ IS A START UP STANDING ALL DAY QUICK CAFÉ PLANNING FOR EXPANSION OF A
CHAIN IN BENGALURU TO OFFER HYGIENIC AND AUTHENTIC REGIONAL CAFÉ & BITES FOR
ALL REFRESHMENT SEEKERS AT A AFFORDABLE RATE .
 The By2Cafe will be a one of a kind coffee house / café located in Bangalore. The café is in the
format of mobile and kiosk.
 This is new to the beverage and food service industry to provide hot and cold beverages in a
convenient and time-efficient way
 The café, aptly named for the aromatic brown liquid that will fill the cup, fills the void of original
cafes in the market area, stands out from its corporate peers with their fast food concepts and fast
services.
 The Café is the alternative to fast food/commercial/coffee shops and offers a much calmer, civilized
gourmet coffee experience.
 This is a on a go beverage concept of a café where the mobile and kiosk are the reminiscent of
times and state the art espresso machines.
The Brief

4. MARKET OVERVIEW
On account of surging income levels and changing eating and drinking habits of consumers, coffee
shops / cafés market in India is anticipated to witness robust growth in the coming years. The country’s
youth population is increasingly visiting coffee shops for socializing, thus creating growth opportunities
for various brands operating in the country, both chained as well as independent coffee shops.
According to “India Coffee Shops / Cafés Market Forecast, Consumer Survey and Opportunities,
2021”, market for Coffee Shops / Cafés in India is projected to grow at a CAGR of over 11% during
2016 - 2021. In addition to India urban centers like New Delhi, Mumbai, Bengaluru, Chennai, Hyderabad
and Kolkata, entry of new chains into tier II and tier III cities is anticipated to emerge as a major factor
driving growth in coffee shops / cafes market in the country over next five years. India coffee shops /
cafes market is highly fragmented, with Café Coffee Day, Costa and Starbucks being few of the leading
chained coffee shops operating in the country. “India Coffee Shops / Cafés Market Forecast,
Consumer Survey and Opportunities, 2021” discusses the following aspects of the India coffee shops
/ cafés market in India:
Please refer for more details https://goo.gl/bSbPd4

5. TARGET GROUP IDENTIFICATION
 The Daily Commuter- someone traveling to/from
work, out shopping, delivering goods or services, or
just out for a drive.
 The Captive Consumer- someone who is in a
restricted environment that does not allow
convenient departure and return while searching for
refreshments, or where refreshments stands are an
integral part of the environment.
 Income level
 The characteristics of our ideal customer
 Population in our target area

6. Brand Objective:
 The Brand is to recall and connect with people, whenever the people tend to think of
quick appetizers and quick coffee.
 The café is a reliable and cost effective, easily available and most importantly hygienic
food brand over the area covered.
Advertising Objectives:
 QUICK Service
 Better Hygiene
 COST effective
 Easily Available

7.  Stalls in & around top 3-4 Junctions near IT Park ,
Colleges, Hostels & Corporate Offices.
 Corporate Kiosk in & around top three Corporate Events
& Corporate Contract Service.
 Mall Kiosk in & around Strategic Malls with high
shoppers footfalls paradise & Airport
 Mobile Stalls in & around Exhibitions, Conferences,
Music & Dance Festivals and Sporting Events as
required.
 Seasonal stalls crowd areas in & around two tourist
spots and relaxation environment places, local or
traditional events etc.
PLAN OF ACTION FOR 5 DIFFERENT FORMATS:

8. PRODUCT LINE:
 Cold Beverages
 Hot Beverages
 Fresh Baked Pastries
 Confections
 Appetizers
Seasonal Product line:
 Summer Beverages and Cold Juices
Click here for full Menu

9. MARKET SEGMENTATION
THE PRIMARY TG : OFFICE GOERS & COLLEGE STUDENTS THEY ARE
MOSTLY REPEAT CUSTOMERS
 Highly internet/App savvy mostly mobile &
make quick decision making via search &
display adv.
 They are also social Media Engagers
 Both this segment prefers fast food , cost
conscious & believes in hygiene .
 They are seen mostly in group & are great
ambassadors & influencers for a brand .

10. OBJECTIVE 2 : WHY BY2 CAFÉ ? ( POSITION STRATEGY )
High End Café :
Expensive Range starts from
Rs100+
Continental Menu
Frozen Stored Bites.
Delivery time is high due to
process
Road Side Vendor :
Hygiene is a problem
Quality is a concern
Majorly Tea stall, Fresh Bites
not available
Bridge the gap between high end coffee shops and roadside
vendors

11. DM IMPLEMENTATION
Digital marketing techniques such as:
 search engine optimization (SEO)
 search engine marketing (SEM)
 content marketing
 influencer marketing
 content automation
 campaign marketing
 data-driven marketing
 e-commerce marketing
 social media marketing
 social media optimization
 e-mail direct marketing
 display advertising
 e–books
 optical disks and games are becoming more
common in our advancing technology.
In fact, digital marketing now extends to non-
Internet channels that provide digital media, such
as mobile phones (SMS and MMS), callback, and
on-hold mobile ring tones.
Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of
products or services using digital technologies, mainly on the Internet, but also including mobile
phones, display advertising, and any other digital medium
Applicable techniques only implemented for By2Cafe

12. BANGALORE STATISTICAL ANALYSIS
This is the most advanced district in Karnataka. It
had a population of 6,537,124 of which 88.11% is
urban as of 2001. As of Census 2011, its population
has increased to 9,588,910, with a sex-ratio of 908
females/males, the lowest in the state and its density
is 4,378 people per square km

13. PENETRATION IN INDIA

14. CONTINUE . . .
This will help us for choosing
right devises, activities and time
spend with media

15. CONSUMER JOURNEY WITH TARGETING TOOLS

16. SEARCH ENGINE OPTIMIZATION (SEO)
Website
On-Page Optimization
Key Word Research
Off-Page Optimization
Forums
Social Bookmarking
Check for full details

17. SOCIAL MEDIA MARKETING & OPTIMIZATION (SMM)
 Social Media Optimization & Marketing
 Youtube marketing
 Facebook Marketing
In-Page Analysis/Analysis
 Google plus
 Twitter Marketing
 Slideshare
 Pinterest
 Instagram
Click here for SMM Stats

18. GOOGLE ADWORDS
 PPC
 Set-Up PPC Campaign
 CTR
 Create Effective Ads Ad Groups
 Mobile Marketing
 Video Marketing
Click here for full details Google Adwords

19. CREATING A BLOG (CONTENT MARKETING)
Info graphic CONTENT MARKETING are
visually compelling communication medium
that done well can communicate complex
data. The info graphic that is linked and
compelling by its nature will drive traffic to
your website and blog as people share &
click. A visual format that is potentially viral.
They take deep data and present it in a
visual shorthand.
Click here for Content Marketing stats

20. WHATSAPP DIGITAL MARKETING
 Whatsapp Marketing for Business
 Communicate better using texts,
images, audio and video
 Increase audience engagement
 Reinforce credibility by providing
immediate customer support
 Build long-term relationships and
create loyal brand advocates
Click here for full details Wgatsapp Marketing

21. COSTING
Search Engine Optimization (SEO)
Social media marketing & optimization (SMM)
Google Adwords
Creating a Blog (Content Marketing)
Email Marketing
Whatsapp Digital Marketing
Total Required Budget is 153600/- pm click here for full details