Coffee shop (santosian cafe)
- 1. SANTOSIAN CAFE ‘From our plantation to your cup’
- 2. GROUP MEMBERS LEENA AGARWAL – 003 PRANAY AGARWALA – 007 ABHILASH AGRAWAL – 008 SIDDHARTH BENGANI – 018 DIPYESH GOYAL – 034 KAVISH JAIN - 044 MEENAKSHI JAIN - 046
- 3. INTRODUCTION Coffee is one of the world’s most popular beverages. Some claim it is the most widely consumed liquid in the world aside from water. Coffee is more than a beverage, however, it is a memory, an anticipation, a lifetime of consoling moments of the modest pleasure woven into our lives. In India, the coffee consumption is around 22% in compare to other beverages and our vision is to become the leading beverage service provider in India by delivering total customer satisfaction.
- 4. VISION AND MISSION VISION:- Our vision is to be the leading food and beverages service provider in India by delivering total customer satisfaction through :- • Quality • Cleanliness • Friendly Staff MISSION STATEMENT:- • Commitment to the continuous development of our staff. • Good corporate citizenship and supporting development of the society.
- 5. MARKETING PLAN FOR SANTOSIAN CAFE Marketing Plan Situation Analysis Problems Objectives Strategy Tactics
- 7. MARKET ANALYSIS Size 12 Bn Beverage Market. Growth Coffee retail business to grow at 35% pa. Potential Incremental growth potential of 7% per year. Geographical Spread In and around Mumbai. Seasonality All seasons.
- 8. SWOT ANALYSIS STRENGTH Quality Product Friendly Environment Convenient Area WEAKNESS Existing Competitors Less Capital OPPORTUNITIES Developing new products and services. Automatic coffee makers introduced in market. THREATS Govt. rules & regulations. COMPETENCY ANALYSIS
- 9. COMPETITOR ANALYSIS MARKET SHARE Café Coffee Day – 77.9 % Coffee Bean – 1.3 % Barista – 13.2 % Starbucks – 1.3% Costa Coffee – 5.6% Gloria Jeans – 0.46 % Approximate Figures STRATEGIES CCD and Barista operates at all the locations. Starbucks,Costa Coffee and Gloria Jeans operate at all prime locations.
- 10. CONSUMER ANALYSIS CONSUMPTION PATTERN -Leisure Time - Youth Hangout -To chill out CONSUMER INSIGHTS -Occasions -Different Flavours CONSUMER PREFERENCES -Hot coffee -Cold Coffee -Light Snacks with Coffee
- 11. PROBLEMS Major Market Players Direct Imports of Coffee Beans Building Brand Image Fewer Outlets
- 12. OBJECTIVE To improve occupancy rate by 40% in next 1 year.
- 13. Touch Point Analysis Brand Association:- Ambience Menu Music Fast Service Point of Parity Food. Music. Seating Arrangement. Point of Differentiation Wi-Fi Aqua Zone No Silent Zone Point of Emotion Place to chill out.
- 14. STRATEGY
- 15. DIFFERENTIATION USP Aqua Zone No Silent Zone Give me a Hi-Fi,we have a free Wi-Fi.
- 16. SEGMENTATION PSYCHOGRAPHICS BENEFITS Price Ambience Status Age 16-24 25-35 <36 Incom e Sec A Sec B Sec C LEVELS
- 18. POSITIONING SANTOSIAN CAFE offers something which our competitors doesn’t offer. Such as AQUA ZONE and NO SILENT ZONE.
- 19. TACTICS PRICE PENETRATION PLACE PRODUCT COFFEE,SANDWICHES,BURGERS,COOKIES PASTRIES AND OTHER BEVERAGES. IN AND AROUND MUMBAI(COLLEGE AREAS). PHYSICAL ENVIRONMENT NO SUCH SPECIFIC ENVIRONMENT
- 20. TACTICS Promotio n IMC ABOVE THE LINE BELOW THE LINE Social Networking Sites PR Word Of Mouth Hoardings Live Events People Targeting people from an age between 16-35.
- 21. BRAND VALUE PYRAMID Features and Attributes. Functional Benefits Emotional Benefits Self Expressiv e Place to chill out. Ambience. Aqua Zone.
- 22. FOOTE CONE BELDING GRID HIGH INVOLVEMENT LOW INVOLVEMENT RATIONAL EMOTIONAL SANTOSIAN CAFE
- 23. SUSTAINABLE COMPETITIVE ADVANTAGE We will keep introducing new flavors at regular intervals and will have a flavor of the month which will attract more customers. We will import huge amount of coffee beans from Brazil which will lead to reduction of cost. As our tag line already says that our coffee beans are directly imported from BRAZIL so the flavor of our coffee would be different from others competitors. We will organize events to promote our café. We will advertise through Newspapers, Events, PR and Word of Mouth.
- 24. HIERARCHY OF DIFFUSION As our main target audience is students and youths therefore they are the major contributors to the innovators and early adaptors. These are Sec A and Sec B people who are ready to experiment new things in the market.
- 25. BUDGET COST, TURNOVER & BREAKEVEN Initial Capital: Rs. 3 crores Advertising: Rs 5-10 lacs Annual Turnover: Daily 200 people * Average Price (500-600) Annual Turnover = 200*600*30*12 = Rs. 4,32,00,000 Breakeven within 1 year
- 26. THANK YOU! We have prepared this presentation just after one lecture by Prof. Aughi Dalton. Kindly bear with us.