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Crust beansBykumari swati
SuddiptaSwati singh
Neha
Divya kumari
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History of coffee
Previously only a South-Indian drink
Confined to the Rich Brahmin class
Places for lawyers and educated class to hold
discussions
The drink has now become more of a concept
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Continued.
Caf bars have flocked like CCD, Barista,Mocha, Qwikys etc
Became famous and even 5 star hotels started
cashing on it. Coffee houses started emerging at various places
in the country
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Organization and product
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Mission Statement
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Goals and Objectives
Crust beans aims to surpass from just sipping coffee to
savoring the finer things in life,with a feel good
environment,providing a selection of finest coffees at an
affordable price making it the perfect crust beansexperience.
To gain maximum market share over the first 5yrs.
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Competitive Advantage
New Brand Image
Excellent Human ResourceAmbience and dcor
Strong base for expansion and growth
Offeres conveniences and an
atmosphere customers can enjoy.
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SWOT
Strength
Excellent Human Resource
Ambience and dcor- Essentially a youth oriented brand with majority of its
customers falling in the 15-29 year age bracket
Strong base for expansion and growth
Weakness
New brand
-A limited marketing budget to develop brand awareness
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SWOT
Opportunities
Pricing
Threats Coffee substitute
Competition from CCD
- A slump in the economy which will decreasediscretionary spending.
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Competitor Analysis
Caf Citizen Card
Association with movies
Contests with brands like levis, Airtel
Friends, Pep Scooty, etc
Event Ticket sales like Enrique, Bran
Adams, Elton John
Strong financial condition
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Customer analysis
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Environment analysis
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Market-product Focus
Marketing and product objectives
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Points of Difference
Offer 10% lower price than others
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Market segmentation
patliputra
Demographic
College students ,young professionals
College goers looking for economical plac
Es to hang out.
Young professionals looking for an
informal Place to unwind.
Geographic
Psychographic
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I may be young, But
please take me
Seriously
Youth between 15-35 yrs Students form a majority of customer base
Likes to be in group
Likes to sit, talk and relax Drinks a cup of Gourmet coffee with added
flavours
Prefers snacks rather than meals
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Target market
Shoppers
Youngprofessionals
Collegestudents
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Positioning strategies
quality
Price
Would be positioned as a brand providing high quality
Products at a resonable price.
High
High
low low
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Marketing Program Strategy andTactics
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Marketing Mix
Product:
We would offer the following products:
Coffee
Tea
Coolers
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Marketing Mix
PricingThe pricing would be as follows:
Product
NOTE: 10% lower than Competitors
Product Minimum price Maximum price
Coffee
Tea
Coolers
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Marketing Mix
People
Well trained employees to be polite pleasant and positive
Consistent service at our outlet
Average age 22yrs Ensure to have quiet, uninterrupted visit
Uniforms are in sober shades of brown and orange
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Marketing Mix
Place
Outlet located in strategic locations
located at High Street/Familyentertainment centers', in and around malls and
cinemas and offices
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Promotion:
Local FM radio advertisements
Discount coupons on frequent visitsCollege,school campus
Marketing Mix
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Financial Data and Projections
Expense Distribution:(lakhs)Initial Expenses:Rs.27,50,000
Construction :Rs 20
Land: Rent Rs.50,000(not in lakhs)
Equipment :Rs.6
Fees: Rs.1
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Initial expenses distribution
Expenses
Construction
Equipment
Fees
Land
lakhs
22%
4% 2%
72%
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Operating Expenses
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Gross Profit per Unit Sold
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Expected Market Share
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Expected Net Revenue
Rs. 20,000 per day
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Implementation Plan
Gantt chart
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Promotion Schedule
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Evaluation and Control
Quality Control
Through employees checking
Risk Analysis
Employ 24 hrs security system
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Evaluation AnalysisMeeting sales & market share expectations
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Promotional strategy
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A delicious
coffee with bread,butter & more
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logo ko milane ki jgah
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Black as devil,
Hot as hell,Pure as the angel
Hope you Enjoyed!!
Sweet as Love, thats how I like my
coffee!!
Hope you Enjoyed!!
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BIBLIOGRAPHY
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