Coffee kings

COFFEE KINGS

PRESENTED BY :-

B005 NIRAJ JOISARB006 PRAVEEN JOSHIB009 NAVNEET KHEMKAB015 MADHAV LASHKERYB024 RAHUL ORDIA

MISSION

Marketing plan

Strategy

Problems

Situation

analysisTactics

Objectives

SIT

UATIO

N

AN

ALY

SIS

Market Analysis

Consumer Analysis

Competitor Analysis

Competency analysis

Macro-socio economic analysis

Market

analysis

Size$300Mn

Potential

Unlimited

Growth15-20%

p.a

SeasonalityAll

seasons

Geographical

spread-Mumbai

COMPETITOR ANALYSIS

• MARKET SHARE

68%

12%

14%6%

Sales

CCDSTARBUCKS COSTA COFFEEOTHERS

STRATEGIES

• CCD operates in all locations• Starbucks operates in prime locations• Large number of brand touch points of

existing brands

PROMOTIONS

• Newspapers• T.V. ads• Social websites

CONSUMER ANALYSIS

PREFERENCESHot coffeeCold coffeeRefreshmentsSnacks

PERCEPTIONCCD café for allCOSTA café in mallsSTARBUCKS café for the elites

INSIGHTSSexual gratification

Stress relief

SOCIAL

• STATUS SYMBOL• GROWTH IN SPENDING POWER

TECHNICAL

• ADVANCE EQUIPMENTS

LEGAL

• TAXATION• GOVERNMENT RULES AND REFORMS• FOOD AND BEVERAGE LICENCES

MACRO-SOCIO ECONOMIC

Strength

Best in class coffee

Weakness

New entry

OpportunitiesGrowing market

Threats

Market dominated by

big brands

COMPETENCY ANALYSIS

MARKETING OBJECTIVES

.To achieve 10% of market share by the end of 2015

MARKETING PROBLEMS

Existing coffee shops such as CCD, STARBUCKS have a huge market share.

A completely new entity.

Market specific blends and brands .

Competing beverages .

POINTS OF PARITY

PRICE

TASTE

AMBIENCE

SERVICE

POINTS OF DIFFERENCE

OPPOSITE SEX WAITER

COFFEE SERVED IN 5 MINUTES

MAKE YOUR OWN FLAVOURED COFFEE

24*7 SERVICE AVAILABLE

TOUCH POINT ANALYSIS

POINTS OF EMOTION

A place for corporates

Peace

PLC ANALYSIS

Since our product is in launching stage we will spend 10% of our turnover on marketing.

HIERARCHY OF DIFFUSION

As we are a completely new brand we would focus our marketing strategy on innovators and early adaptors.

TONE OF VOICE

Since we are targeting professionals our staff will be well equipped to handle large number of professionals with humility and sophistication.

BRS ANALYSIS

We are a new brand in the market therefore we want to bring our brand from non awareness to awareness by 2015.

TFD ANALYSIS

Our’s is a FTD format therefore we will employ more of emotional input.

MARKETING TACTICS Promotion and themed evenings. Customer involvement and feedback. On premises advertising. Advertising on social websites. Customer privilege cards. Develop an smartphone app for online bookings. Deals such as offering 10% off any purchase over Rs.

500 to create buzz.

MARKETING STRATEGIES

strategies

differentiation

positioning

segmentation

targeting

DIFFERENTIATION

• Indoor and outdoor siting with smoking zone

• 24/7 service available

NEED BASED MEETINGSGET

TOGETHERCOFFEE

ENTHUSIASTS

AGE 10-20 20-35 35-50

INCOME SEC A SEC B SEC C

SEGMENTATION

TARGETTING• We are targeting professionals.

POSITIONING•We want to position ourselves as a café wherein the customer can find a nice environment for formal as well as semi formal meetings.

VALUE PROPOSITION

FUNCTIONAL

Best in class coffee

EMOTIONALProfessional atmosphere

ECONOMICAL

Perfect for your wallet

Integrated Marketing Communications

Budget

• Keeping competitive parity we have decided our budget to be 3cr.

Objective

• To bring our Brand from non awareness to awareness by 2015

Strategy

• DSTP• Value

Proposition

Tactics

• 7’PS

COST, TURNOVER & BREAKEVEN

INITIAL CAPITAL : 3 CRORESADVERTISING : 7-10 LACS

ANNUAL TURNOVER :• DAILY 400 PEOPLE AVERAGE PRICE 80-150• ANNUAL TURNOVER : 400*120*30*12=17280000• BREAK EVEN : within 1.5 years

High involvement

Low involvement

rational emotional

FCB GRID

7p’s

Product

Price

Place

PeoplePromotion

Physical Evidenc

e

Process

PRODUCT

Our product mix primarily consist of wide range of products that appeal to the Indian coffee and snack lovers. Products that have decided Indian taste to it and appeal directly to the Indian taste buds.

Our notable products include :-

COFFEE & ESPRESSO • AMERICANO• CAPPUCCINO• LATTE• MOCHA• DAILY BREW

OTHER DRINKS• HOT

CHOCLATE• HOT TEA • JUICES

ADD-ONS• CROISSANTS• BROWNIES• COOKIES• SANDWICHES• PUFFS

PRODUCTS

PRICE

We have designed our price range keeping in mind our knowledge of our prospective customers and the pricing policies adopted by our established competitors.

The coffee primarily ranges from 80 to 150.

PLACE

The strategy Coffee King has adopted is to place our café in locations such as ANDHERI that it attracts significant footfall which helps us in generating good business and establishing a good brand name.

Preferably near colleges, malls, corporate offices and popular marketplaces.

PROMOTION

Online Advertising – cost saving promotions using Facebook and google and other social networking sites.

Tie-ups- For deals with Groupon and MyDealsMyDay

Customer check-ins.

Sales Promotion- Customer Loyalty Cards to reward the loyal customers and attract new ones.

Happy Hours- during non-peak hours to attract increased sales.

PROCESS

Following the established trends conventional ordering and delivering process of self-service has been implemented in our store.

Also, we have a flexible delivery process, where we wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on his/her table. 

PEOPLE

The focus is laid on two of our main stakeholders i.e employees and consumers.

o Employees- Our principle is “don’t work for us ,work with us “.It promotes self-belongingness and employee retention.

o Customers- We believe in “Building Relationships“ with our customers. It promotes brand loyalty and brand promotion.

PHYSICAL EVIDENCE

When customers enter our café they see clean, friendly environment, cozy chairs, sofas, tables, book shelves, bright and “tasty” show case with those alluring pastries and sandwiches , menu with tempting coffee pictures.

They see our smiling welcoming staff and hear light nice music which makes it’s atmosphere of the “place to be”.

THANK YOU

P.S- HOPE TO SEE YOU AT COFFEE KINGS