By –

Manish Sharma

Sahila Ansari

Company History• 1600 : Coffee enters to Europe through the port of Venice• 1654 : The first coffee house opens in Italy• 1750 : One of Europe’s first Coffee house• 1822 : Prototype of 1st espresso machine is created in

France• 1908 : Invention of the world’s 1st drip coffee maker• Feb, 2000: First Barista Lavazza at Basant Lok, New

Delhi

Introduction

• Barista coffee was establishes in 2000 in India .• Barista exists in over 22 cities, and operates over

140 outlets nationally. • In the last 2 years, Barista has opened over 100

outlets in the country.

MENU

COFFEE:

Coffee with Milk • Cappuccino• Caffe Mocha• Caffe Latte

Black Coffee • Espresso Italiano• EsperanoTM• Americano

Dessert Coffees • Latte Bianco• Caffe Borgia

Cold Coffees • BrrristaTM• Brrrista FrappeTM• Brrrista BlastTM• Iced Caffe Mocha

Coffee Add-ons • Various Flavours• Chocolate Fudge• Whipped Cream• Espresso Shot• Ice Cream Scoop

Marketing Mix

Product

• Barista’s product mix constitutes a wide range of products.

• Food items like croissant, pastas, and sandwiches are complimentary to their coffee, and project a very classic image of Barista.

Pricing

• 10% higher than Competitors

• Prices are lowest they have ever been

• High COGS because of Import duties

Place

• Outlets located in strategic locations

• Generally located at High Street/Family entertainment centers', in and around malls and cinemas and offices

Promotion

• Sales Promotion• Barista carries out

promotion campaigns in the form of promotions in the Press, TV and Radio Medias.

SWOT Analysis

Strength

• Strong Brand Image• Excellent Human Resource• Ambience and décor• Strong base for expansion

and growth

Weakness

• Average Taste and Quality of Products

• Perceived as an expensive brand

• Inconvenient delivery process

Opportunities

• Strong brand recall• Presence of huge number of

outlets• Pricing

Threats

• Coffee substitute• Rise in the cost of coffee

and dairy products• Competition from national

and international players

Creative Strategies