Cafe Vesta Soft Copy

8/2/2019 Cafe Vesta Soft Copy

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The

Slam Dunk

The launch

of

Caf Vesta

MarketedBy

A d i t y a S h a n k a r

R u b e n D a y a l

A n t o n y D a v i s


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Contents

Introduction

Vision

Services

The 7 Ps of service marketing

SWOT Analysis

Market Analysis

Promotional strategies

STP analysis

McKinsesys 7 S framework

The present competition faced by cafs.

Financial details

Break even point analysis

Geographical Locations

Sample study / Questionnaire analysis

Acknowledgement


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Introduction

Vesta is the Roman name for the Greek goddess of the hearth (a fireplace at the center ofthe home). Vesta originally started out as a household spirit. She was the most gentle of

the gods. She was later personified and given the stature of her Greek equivalent, Vesta.

And does not play a role in many myths. Vesta was the sister of Zeus and the oldest of theOlympians. Fire is among her symbols. April 21 was the feast day for goddess Vesta which

incidently is the opening

From Bean To caf Vesta.

Want to know what goes on in the time between sowing a coffee bean and finally drinkingit at Vesta Espresso Bars? We've got two versions of the story. The first is instant. Here

goesthe coffee beans are grown. Carefully sorted, graded, roasted, blended and packaged

immediately. After which, they are imported to a Vesta Espresso Bar and freshly brewedfor you. The end.

As you can see, the instant option doesn't really provide much satisfaction. To really

appreciate coffee, you need some amount of brewing time. Spare a few minutes to learn

about the process in five easy steps. Or four hundred and eighty two words to be precise.

Green - The wonderful colour of coffee.

Selecting the bean: Sourcing the best green or unroasted coffee beans is the first step, and

an important one, in the search for good coffee. Green beans come in two varieties - Lime

and Lemon. Well, not really. It's actually Arabica and Robusta. At Vesta Coffee, we useonly high-grade Arabica beans, as they are superior and far more flavorful than Robusta

beans.

The average elevation to produce these top grade Arabicas ranges from 3,500 to 7,000 feet.

The cooler temperatures here allow the beans to mature gradually, intensifying their flavourin the process. We source the finest beans from around the world and also grow coffee on

our estates in the regions of Coorg, Chickmagalur and Hassan. So what you get are only the

best quality beans.


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Our Vision

Establish Vesta as the premier caf and restaurant chain in India while maintaining our

uncompromising principles while we expand.

The following six guiding principles will help us measure the appropriateness of our

decisions:

Provide great ambience to our highly valued customers.

Apply the highest standards of excellence to the purchasing, roasting andpreparations of our coffee beans, as well as excellence in service.

Develop enthusiastically satisfied customers every time.

Contribute positively to our communities and our environment.

Recognize that profits and satisfied customers are essential to our future success.

Environmental mission statement

Vesta is committed to a role of environmental leadership in all facets of our business.

We fulfill this mission by a commitment to:

Understanding environmental issues and sharing information with our partners.

Developing innovative and flexible solutions to bring about change.

Striving to buy, sell and use environmentally friendly products.

Instilling environmental responsibility as a corporate value.

Measuring and monitoring our progress for each project.

Encouraging all partners to share in our mission.


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What are we?

We are a Caf that portrays a cool ambiance and a delicious variety of food and beverages.

We offer an innovative style of service and various other value added services. Details on

our U.S.P. and Features has been given below:

U.S.P.

We provide special calling buttons on the table for the customers to call for the stewards

for taking an order or to provide any other help at their own convenience. This way we

eliminate the inconvenience caused by the stewards to the customers. By this innovative

method of calling for service when required, the nuisance of the stewards irritating ortroubling the customers is eliminated. This call for service equipment also is present on the

second floor section and the top floor or the Terrace Garden section. For the Recreational

section customers we provide the call for service buttons on high standing table placedclose to the Pool table, a similar one near the Table football section, one in the Library

section and the rest on the tables in the same recreational section. As for the Terrace

Garden section the regular call for service button on the table is available. This way thecustomer is not disturbed until he/she wants any assistance or service. This creates a sense

of peace relaxation in the minds of the customers.

To counteract the several ways of customers duping the Caf by occupying the

seats without placing any order nor calling for any service for more than 10 minutes in the

peak hours/15 minutes in the odd hours and try to waste their and our time, we have

designed an automatic timing system to time the customers on each table from the point of

they occupying the seats onwards. If there is no order placed or any call for service madeby the customers within the programmed period of time theres a reminder sent to the

customer in a signal form by making the service button on the customers table flash a redlight for five seconds followed by a brake of five seconds and repeat this continuously for

half a minute (30 seconds). If the customer still fails to call for service even after five more

minutes then the steward approaches the customer and asks for any assistance. This isapplicable to the Terrace garden section as well. As incase of the Recreational section the

customers need not call for service if they do not want to. This way we totally eliminate

any inconvenience caused to the customers in the form of the stewards irritating them for

placing an order. The most important point here is the Customer Satisfactionand at CafVesta we emphasize most on the satisfaction of the customer than on other aspects as in

todays business the Customer is the God.


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Our Other Features:

1. Extra Comfortable Furniture - Bean Bags, Leather Sofas, Comfy Chairs, Easy

Chairs and Stools is the final sequence of the furniture got from the Data Analysisof the Sample study done at our college that will be followed up and laid out at

Caf Vesta.

2. Attractive Women as Stewardess This is one of our few main M.S.P.s (Multi

Selling Prepositions). As a universal truth Pretty Women can sell almost any thing

to a wise man, which a man cannot. Also a majority of the sample study agrees to

this feature being a major point of our Marketing strategy. Though some critics say

that this is a brilliant way of attracting a majority of male customers, but whathappens to the other gender i.e. Females? Our answer to this is simple, if a majority

of the customers are males then naturally the flow of female customers would beprovoked to come tour caf to look out for smart men or for other specific reasons

of theirs.

3. Emphasis on Visual Entertainment As Tele-Vision is a very attractive media of

entertainment we plan to have large T.V sets for displaying in demand Sporting

events such Prime Cricket Matches, Premiere league Football Matches and other

important matches, Formula 1 Races, Prime Basketball Matches, etc.

4. Music As Music proved as one of the most important features of a Caf restaurantwe play all types Music Genres at different time slots to satisfy customers varioustastes of music. To create the best musical effects we have ideal acoustics and to

magnify the musical effects we useBose System Accessories.

5. Weekly Band Shows As Music plays a vital role in entertainment, we have Live

Bands (Local/Regional) playing weekly once on Friday nights as it happens to be

the end of the work time for a week. As this is a option preferred by a majority inthe sample study.

6. Smoking and Non-Smoking Zones - As smoking is an important factor today for

individuals of the younger generation, we provide separate Zones for smoking, asthe Sit outs and the open air Terrace Garden. This way we eliminate any

possibilities of cause of inconvenience to our customers.

7. Air-conditioned Caf As air-conditioning is a very important factor for the

comfort of the customers, our Cafs are completely air-conditioned to cater for this

need in the Non-Smoking Zone. As for the Smoking Zones that are the Sit Outs andopen air Terrace Gardens we provide ventilators to drive out polluted air out of the


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sit outs and the Terrace Garden and also provide rotating fans and blowers to

minimize the heat factor for the Smoking Zone Customers.

8. Packed Meals As another aspect of our innovative service, we also provide

Packed Meals. This is a special service mainly targeting the working individuals

who go to work or come back at odd/irregular hours of the day. This service islimited to avoid wastage of the packed meals.

9. Cater on Order - We also undertake orders for catering for corporate companies andalso for various private Parties. These orders cover only our regular eats and variety

of Coffee and Packed Meals.

10. Stylish and Attractive Cutlery We provide some of the most attractive and stylish

set of cutlery to add more value to the pleasure of enjoying food and beverages at

our caf. In this segment we provide big cups attractively coloured plates and

glasses. This in a feature adopted after carrying out a market research Cafrestaurants abroad.

11. Take Away Facilities We also provide take away facilities for the customers who

are interested in just grabbing a coffee in shooting off or may be in hurry, etc. Inthis segment of ours, the most important aspect is that since we emphasize on us

being an eco-friendly company we provide paper glasses and biodegradable plastic

straws for packaging Beverages, Paper boxes and Paper bags to carry.

12. Privacy Cabin Another important information that we got from the Sample Study

was that a majority of the people prefers having privacy, so we provide privatecabins on the customers request. Celebrities would also prefer this when they visit

our Caf. This option is available for every customer when they ask for it.

13. Internet Browsing We provide Internet facilities for our customers on the best-

branded computers and DSL cable Internet for fastest browsing speed. The systems

though limited in numbers but would be very useful.

14. Innovative Lighting Our Lighting is a little different in comparison with our

competitors. We provideBright lights on the ground floor section, as it is also themost preferred option in the Sample Study.Murky/Hazy lights that give a real cool

look to the place, where people can relax will be lights on the second floor

(Recreational section). For the Terrace Garden we provide Candlelights after thesunset on every table to create a Romantic Ambiance.


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15. Mirrors We have mirrors covering the whole of the ground floor section. This has

been found out in a survey conducted during the market analysis. This also adopted

by our competitors Caf Coffee Day, Barista and Java City in different outlets allaround the 5 cities.

16. Recreational Section On the second floor of our Caf we have a Pool table, Table

football, sitting area and a Library for our customers to relax and enjoy the

ambiance with their friends or others. We have trained staff for assisting or lookingafter the customers who are interested to play the games or use the Library.

17. Revolving Tables We have revolving tables to make it more comfortable for our

customers to pass on the eats on the tables to each other. This is also a time testedand valued feature as found in the Market analysis.

18. Mobile Charging Points We also provide mobile charging points on every tablefor our customers to use it when necessary. It is positioned on the central leg of the

table itself, hence saving the space for the making them feel comfortable sit whilecharging their mobiles.

19. Stuffed Toys and Roses We have a corner reserved for displaying Stuffed toys

and Roses for sale. As also found in the market survey that both these items are

favorite preferences of women. This also adds up a pleasant feeling to the

ambiance.

20. Merchandising We display Caf Vestas branded collection of cool T-shirts,Caps, Bags and mach more. This is a good method of promoting our Caf. The

Messages on these merchandised products is tempting and will erg them to buy the

products.

21. Free Rewards We provide free Rewards on our services to our customers during

our promotional campaign. When we distribute our brochures to the public duringthe Promotional campaign there is a special award number printed inside the

brochure, when the customers visit our Caf they can verify that number with our

daily lucky poll numbers and if find a match they win free food, Beverages or otherbenefits. The daily lucky number would be valid for one whole week. This way the

customers are attracted to our Caf because we offer more than just service.

22. Innovative Table Mats We provide Paper Table Mats as a fun reading material for

the customers. The theme will Did You know for all the questions. This keeps the

customers occupied when they are idol.


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23. Complementary Gifts on the House We provide Complementary Birthday cakesand a Caf Vesta Goodie for our customers when we notice casual Birthday

celebration amongst the customers.


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7Ps of Service Marketing

PRODUCT

We are launching a new caf restaurant by the name of Vesta that offers state-of-the-art

facilities, quality services and not to mention the ever-refreshing drinks and mouth-

watering dishes.

PLACE

The caf will be launched in the following cities:

DELHI

MUMBAI

KOLKATA

CHENNAI

BANGALORE

The exact geographical locations are further elucidated later on.

We chose the following cities because a large amount of our target customers reside there,and as they are all metropolitan cities they possess the urban crowd.

PRICE

All our beverages and eatables are placed competitively in comparison to the other cafes

around like Barista and Caf Coffee Day. We do ensure that nothing is overpriced and that

the customers always get the value for what they pay in terms of both what they ordered aswell as the service provided to them. We have placed are price list such that our menu is

costlier than Caf Coffee Day but cheaper than Barista and Java city.

PROMOTION

We are entering this foray with a relatively medium level of advertising by using:

1. Print Advertisements

2. Radio Advertisements3. Road Shows


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Nonetheless the manner in which we will use these forms of promotion is quite diverse andunique so as to invoke curiosity and awareness about us in the customers. We believe that

by far these methods of promotional activities will be enough to generate a large pool of

initial customer influx and from that point onwards it will be up to our services to ensurethat they come back again.

Our promotional strategies are elucidated in depth later on.

People

An essential ingredient to any service provision is the use of appropriate staff and people.

Recruiting the right staff and training them appropriately in the delivery of their service is

essential if the organisation wantsujj] to obtain a form of competitive advantage.

Consumers make judgments and deliver perceptions of the service based on the employeesthey interact with. Staff should have the appropriate interpersonal skills, aptititude, and

service knowledge to provide the service that consumers are paying for. Many Britishorganisations aim to apply for the Investors In People accreditation, which tells consumers

that staff are taken care off by the company and they are trained to certain standards.

Similar to the European method we have also decided to let the customers know when ouremployees do well and the standards they have.

Process

Refers to the systems used to assist the organisation in delivering the service. Imagine you

walk into Burger King and you order a Whopper Meal and you get it delivered within 2minutes. What was the process that allowed you to obtain an efficient service delivery?Banks that send out Credit Cards automatically when their customers old one has expired

again require an efficient process to identify expiry dates and renewal. An efficient service

that replaces old credit cards will foster consumer loyalty and confidence in the company.Our process is shown through our immediate service and customer friendly environment.

Physical Evidence

Where is the service being delivered? Physical Evidence is the element of the service mix which

allows the consumer again to make judgements on the organisation. If you walk into a restaurant

your expectations are of a clean, friendly environment. On an aircraft if you travel first class youexpect enough room to be able to lay down!

Physical evidence is an essential ingredient of the service mix, consumers will make perceptions

based on their sight of the service provision which will have an impact on the organizations

perceptual plan of the service. We have created this by making our caf environment such that all

sorts of people are satisfied. We have created an ambience that appeals to all.


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S.W.O.T. ANALYSIS

Strengths:

High quality and more variety of delicacies.

State-of-the-art facilities available for the customers benefits

Popular entertainment facilities available

Fast and innovative style of service.

Ideal positioning of the caf restaurant at a high potential locality.

Weakness:

Delayed entry into the market.

Opportunity:

Better scope for expansion.

Huge amount of potential customers.

Urbanization and faster growth of the nation.

Threats:

Well-established competitors.


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MARKET ANALYSIS

Through our Survey Conducted in our college as a part of the sample study we have

found a lot of important aspects on the perceptions of the customers and details on theirtastes and preferences. This is shown in our data analysis segment of the report. The pie

charts give an in depth detail on the various perceptions and tastes of people. We have used

these aspects to the fullest at our Caf to satisfy every need and desires of the customers.

These surveys were also inspired with a few aspects derived from the Cafrestaurants abroad. These details were got from the data analysis of the questionnaire

prepared by us. All the data has been carefully been analysed and displayed in the Data

analysis segment of the report. We have also provided a Sample of the Questionnaire withthe inputs of the data analysis and plotted in pie charts further on to explain the data in a

more understandable.

These aspects hold great importance in the functioning of the Caf. To survive in

the present days competitive market we need to provide much more than just service to ourcustomers to make them come back again and again and achieve customer loyalty. As

every service providers aim is to out beat the services of his competitor in as many aspects

as possible. These ideas of innovative services are what will thrive us in the market andfinally achieve us our goal.

Problems faced by Caf Restaurants


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In the ever growing competitive market of today it is very important for the present

Caf restaurants to keep on updating their marketing techniques and to keep changing theirstrategies in order to fight and over come competition. Nowadays the competition is in

various forms, some of which are: Services, Ambience, Hospitality, Cost effectiveness, etc.

Every Caf restaurant is trying to make their service more and more innovative just

to attract an increasing number of customers. This is the prime reason why one can see a

continuous change in the style of service, interior design, addition of various facilities otherthan the regular Caf facilities. The present standards call for it, and without which a Caf

would not survive.

Now the definition about a Caf restaurant is not only a place to sip some coffeeand a snack to go with it, but to provide such a world where one can go at any preferred

time of the day with their own different motives. They may go there to relax, to hang out

with their friends, to kill time, etc. The definition is approximately a complete mixture of

all these factors.

Other Related Problems faced by Caf Restaurants:

Devaluation of coffee due to the existence of small-scale coffee shops: - With a

constant increase in the business of small-scale coffee shops/bakeries who areproviding eats and beverages at a very cheap price, Caf restaurants are facing a

threat. The existence of such shops misleads people into thinking that coffee is only

of one variant and not of much value.

Unavailability of qualified and reliable labour Due to an insufficient number of

educated and smart full/part-time employees who are ready to work as stewards orwaiters, it is becoming more difficult to trust applicants. To get sincere workers isbecoming difficult. The sincerity should not only be present in their work but also

in their punctuality and regularity in their jobs.

Government limitations on a 24/7 operating schedule of any Shop Since the

government does not allow Caf restaurants to operate round the clock, this limits

the working hours. If we are allowed to work round the clock there is a lot of scopeof getting customers who work late or in the odd hours of the day. e.g. call-center

employees, night-shift employees, etc.

Lack of customer awareness The lack of customer awareness about variousservices provided by the Caf restaurants is a barrier. This lack of awareness is

creating a problem for the Caf restaurants. People do not want to spend more on to

Caf restaurants because they perceive it to be an unnecessary wastage of money.Their lack of awareness about the various services provided at highest levels of

hygiene by the Caf restaurants is absent in the services provided by the others.


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Other Competitors in the form of regular departmental stores Other departmental

stores who offer services like eats and beverages at cheaper prices are creatingproblems for a smooth operation of the Caf restaurants. E.g. Food World,

Supermarkets, etc

Irate customers - Customers who create problems for the Caf restaurants as

complaints or any other reason or create inconvenience for the Caf restaurant as

well as for the customers.

Service Tax - The Govt. charges Caf restaurants for the service tax that gets

included into the customers bill. This is a loss for the Caf restaurants and alsoincreases the bill value so the customer gets disturbed with the extra service tax

added.

S.T.P ANALYSIS


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SEGMENTATION:

1) On the basis of Sex:

a) Male.

b) Female.

2) On the basis of Age:

a) 14 18.

b) 18 22.

c) 22 26.

d) 26 35.e) 35 45.

f) 45 and above.

3) On the basis of Occupation:

a) Corporate.b) Working Individuals.

c) Students.

d) Others.

4) On the basis of Earnings:

a) Celebrity Class.b) Upper Class.

c) Upper Middle Class.

d) Middle Class.e) Lower Middle Class.

5) On the basis of Education:

a) Highly Educated.

b) Educated.c) Literate.

TARGETING:


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We are targeting all the corporate folks, Working Individuals and College and School

going teenagers.

POSITIONING:

The product will be positioned in the minds of the customers with the effective promotional

strategies.

The initial teaser campaign will make the customers curious and later the final stage

campaign will position the product into the mind of the customers in a drastic manner.

Caf is sure that it will be successfully positioning the product not only within thesegmented customer but also into every other segment.


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Mc Kinseys 7 S Frame Work

Strategy implies strategic or transformational CHANGES IN THE ORGANISATION.These changes are not just the changes in the organizational structure but much more than

that. It is true that that the strategy and the structure have a very intimate and complex

relationship and the organizational change is a far more involved process. This complexprocess results from the inter twining of the following seven aspects of the enterprise as

shown in the diagram below.

Strategy

The organization stands for integrity and develop enthusiastically satisfied customers as

well as employees all of the time. Measuring and monitoring our progress for each project.

Recognize that profitability is essential to our future success.

Structure The most important resource of an organization is its people; how they are

organized is crucial to its functioning and accomplishing successful implementation of itsstrategy. The structure provides the framework for relationships among different parts of

the organization. The structure sets out the formal reporting relationships, mode of

communication among members, their respective roles and rules and regulations for

carrying out different tasks, etc.

In order to motivate and as a part of our employee appraisal program we have asystem in which every month one employee from our 5 outlets would be chosen

and given a cash bonus of Rs. 5000 and also his photo will be present at the store

for that month as he is the employee of the month. He will also be given acertificate from the manager of his outlet.


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The highest rank on the organizational chart is the General manager for the 5

outlets under him comes the manger for the store of the particular outlet. The outletmanager has the responsibility to carry out the promotional stratergies, which the

GM has asked him to put fort this decision is taken after the discussions between

the GM and the outlet manager. The manager has also independent powers to put in

some new promotional strategies. It is the duty of the outlet manager to check expenses and to increase profitability of

his outlet.

The outlet manager has to also look into the conflicts that are taking place in thecaf entrusted to him. He has to make sure the customer grievance and issues are

sorted out and there is satisfaction with the customer service.

SHAPE \* MERGEFORMAT

System

System in is this framework stands for the rules and regulations, procedures and practices

that must be followed to carry out tasks in the organization. These include both the formaland informal systems that complement an organizational structure.

The rules and regulations are set froth by the top-level management and the rules helpkeeping a check on the lower levels of the employees. We keep the employees in check by

the incentives offered to them depending on their work.

In order to motivate and as a part of our employee appraisal program we have a system in

which every month one employee from our 5 outlets would be chosen and given a cash

bonus of Rs. 5000 and also his photo will be present at the store for that month as he is theemployee of the month. He will also be given a certificate from the manager of his outlet.

Staff

Staffing has been described as the selection, placement, training and devolopment of

appropriately qualifies employees. It refers to the way youg recruits are introduced into the

organization and the way they manage their career as they devolop into future managers.

We have CEO

4 Cooks

BRANCH MGR

BANGALORE

BRANCH MGR

CHENNAI

BRANCH MGR

MUMBAI

BRANCH MGR

DELHI

BRANCH MGR

KOLKATA

8 Lady Stewards 2 Assistance


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Skills

Skills are one of the crucial capabilities required in our organization. We want to employthose people who would love to serve people and get a satisfaction in seeing someone

happy. We want those people who can put a smile on another persons face. A high level of

enthusiasm and the ability to keep cool with irate customers.

Style

At caf vesta we understand that subordinates over a period of time do not do what you ask

them to do but what they see the senior management doing. Thus, the aspects of

management given importance by the senior management tend to be given moreimportance therefore we at caf vesta take the utmost care to make sure all is under check.


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Geographical Conditions

New Delhi

Don't let your first impressions of Delhi stick like a sacred cow in a traffic jam: get behind

the madcap facade and discover the inner peace of a city rich with culture, architecture and

human diversity, deep with history and totally addictive to epicureans.

Both Old and New Delhi exert a beguiling charm on visitors. Lose yourself unwinding thesecrets of the city's Mughal past in the labyrinthine streets of Old Delhi before emerging in

the wide open spaces of imperial New Delhi, with its ordered governmental vistas and

generous leafy avenues.

It's an excellent base for visiting Agra and the Taj Mahal, and the Rajasthani colour of

Jaipur is less than five hours away. If you're heading north to the Himalaya or east to the

ghats of Varanasi, you'll probably pass through Delhi.

Area: 1,483 sq km

Population: 13.8 million

Country: India

Time Zone: GMT/UTC +5.5 (Standard)

Telephone Area Code: 11

Delhi stands at the western end of the Gangetic Plain, bordered on the eastern side by thestate of Uttar Pradesh and on the other three sides by the state of Haryana. Travellers to

Delhi get two cities for the price of one. 'Old' Delhi, the capital of Muslim India betweenthe mid-17th and late 19th centuries, is full of formidable mosques, monuments and forts.

It's a lively area of colourful bazaars, narrow streets and barely controlled chaos. Incontrast, New Delhi, the imperial city created by the British Raj, is composed of spacious,

tree-lined avenues and imposing government buildings, and has a sense of order absent

from other parts of the city.The city is expansive but easy to navigate. The hub of New Delhi is Connaught Place,

where you'll find most of the airline offices, travel agents and banks. 'Old' Delhi is a couple

of kilometres north, and its main thoroughfare is Chandni Chowk. The two main centres foraccommodation are Paharganj, near New Delhi Railway Station (budget), and Janpath, on

the southern side of Connaught Place (budget and mid-range). There are a number of

cinemas and performing arts centres around Connaught Place, but Delhi's strict licensinglaws effectively curtail nightlife.The main bus station, the Interstate Bus Terminal, is at Kashmiri Gate, north of the 'Old'

Delhi Railway Station.

Place


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We will be opening up our Delhi outlet at Connaught Place as it is one of themost popular commercial areas and people from all segments of society visit it. Itis also centrally located and easily accessible area from all places in Delhi.

Kolkata

It may have changed its name, but for many Kolkata (formerly Calcutta and, more rarely,

Kolcutta) still conjures up images of squalor, poverty and urban disaster. Too few bother to

VESTA


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discover its enchanting colonial beauty, the energy and humour of its people and the charm of the

city's distinctly Bengali soul.

While the teeming humanity, chaotic streets and crumbling colonial heritage are all too real,

Kolkata is also acknowledged as the cultural capital of India and its friendliest metropolis. It is

also home to India's heaviest concentration of political activists, poets and artists.

The city undoubtedly has its share of problems - chronic labour unrest, population overload,

political ineptitude, environmental degradation and traffic snarls that bite. Yet time and again

entranced visitors tell of its beauty and the dignity and altruism of its people.

Area: 187 sq km

Population: 14 million

Country: India

Time Zone: GMT/UTC +5.5


Kolkata is located just above the Bay of Bengal, where India and Bangladesh meet at the

many mouths of the holy Ganges on India's east coast.

The city sprawls along the eastern bank of the Hooghly River, a tributary of the Ganges,which divides it from Howrah on the western bank. For travellers, the most relevant parts

of Kolkata are south of the Howrah Bridge in the areas around BBD Bagh and

Chowringhee. BBD Bagh, formerly Dalhousie Square, is the hub of the central businessdistrict (CBD). South of BBD Bagh is the open expanse of the Maidan, and east from here

is the area known as Chowringhee. Here you'll find most of the bargain hotels, as well as

many of the restaurants, banks and airline offices. Sudder St runs off Chowringhee Rd and

is the core of the city's travellers (especially budget) scene. Farther south downChowringhee Rd, which runs along the eastern edge of the Maidan, is Park St, with

upmarket restaurants and shops.

PLACE

We are placing the Calcutta outlet at Dum Dum as it is an important residential and

industrial suburb of Kolkata. The NSC Bose International Airport is located in Dum Dum.

Dum Dum is in the northern terminus of the Metro Railway, which links all themetropolitan areas.


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VESTA


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Mumbai

Mumbai (AKA Bombay) is the glamour of Bollywood cinema, cricket on the maidanson

weekends, bhelpurion the beach at Chowpatty and red double-decker buses. It is also the

infamous cages of the red-light district, Asia's largest slums, communalist politics and powerful

mafia dons.

This pungent drama is played out against a Victorian townscape more reminiscent of a

prosperous 19th-century English industrial city than anything you'd expect to find on the edge of

the Arabian Sea. Mumbai has vital streetlife, India's best nightlife, and more bazaars than you

could ever explore.

An island connected by bridges to the mainland, Mumbai is the industrial hub of everything from

textiles to petrochemicals, and responsible for half of India's foreign trade. But while it aspires to

be another Singapore, it's also a magnet for the rural poor. It's these new migrants who are

continually re-shaping the city, making sure Mumbai keeps one foot in its hinterland while theother kicks ass in the global marketplace.

Area: 440 sq km

Population: 18 million

Country: India

Time Zone: GMT/UTC +5.5 (Standard Time)


Mumbai is located on India's central-western coast along the Arabian Sea. The city developed for

150 years in isolation from its hinterland and still seems to belong in a different world to the huge,

predominantly Hindu state of Maharashtra, which encompasses a 500km (310mi) coastal strip, a

portion of the Western Ghats and a significant part of the Deccan plateau.

Mumbai itself is an island connected by bridges to the mainland. The principal part of the city is

concentrated at the southern claw-shaped end of the island. The southernmost peninsula is

known as Colaba and this is where most travellers gravitate, since it has a decent range of hotels

and restaurants and two of the city's best landmarks, the Gateway of India and the Taj Mahal

Hotel. Directly north of Colaba is the area known as the Fort, since this is where the old British

fort once stood. Further west is Marine Drive, which sweeps around Back Bay, connecting the

high-rise modern business centre with Chowpatty Beach. To the north are the suburbs of Greater

Mumbai. Here you'll find the two airports, Sahar International and the domestic Santa Cruz.

PLACE

At Mumbai we have decided to place our outlet at Santa Cruz as it is near Bandra andAndheri both of which are residential areas with upper class crowds. Also Mumbai

University is also nearby which is brimming with potential customers in the form of


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students. Also the place is adjacent to the airport and to and fro from there are potential

customers as they may stop to rest at our outlet.


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VESTA


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CHENNAI

Chennai, (formerly Madras) the first city of Tamil Nadu, is a comparatively new city. The

erstwhile villages of Mylapore, Triplicane, Ezhambur (Egmore) etc. all now a part of

Chennai, have a recorded historical past centuries older than Chennai. Chennai, the present

gateway to the South of India, is itself, however, only about 350 years old..

Madrassis are zealous guardians of Tamil culture, which they regard as inherently superior

to the hybridized cultures further north. They have, for instance, been among the most

vociferous opponents of Hindi being made the national language, and Chennai is the film

center of Tamil Nadu - even the State Chief Minister, Jayalalitha, is an ex-movie star.

PLACE

We will be opening our outlet in Chennai inside Spencer Plaza, which is one of the if not

the biggest malls in India and would be ideally sited for our purpose. In Chennai (Madras)

Spencer plaza is situated in Anna Salai, the nerve center of the best business neighborhoodof Chennai. Close to several 5 star hotels leading banks and major tourist offices, it is the

best business you could get.


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VEST

A


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BANGALORE

Bangaloreis draped over the Deccan Plateau at an altitude of 949 meters (3113 ft.) abovesea level, which gives it possibly the best climate among all the cities in India. Legend has

it that Bangalore got its name for the words "Benda Kaallu (Boiled beans in the local

language Kannada). King Veera Ballala of the Vijayanagara kingdom was once lost in aforest and happened to stumble upon a lonely cottage. An old woman that lived there could

offer the starving king only boiled beans - 'Benda kaallu' and the place came to be known

as Benda Kaallu Ooru (Ooru in Kannada means city). Bendakaaluru later came to beknown as Bengaluru in Kannada and Bangalore in English.

Bangalore, with a wonderful climate is already a Pensioner's Paradise. With well developed

residential areas, broad roads with well grown trees on both sides, good shopping malls, nowonder people prefer to move here permanently.

PLACE

In Bangalore we have decided to situate the outlet on Airport Road, next to the Sykes

building. This area is very viable as the road acts as a link between three major commercial

areas that is MG road, Koramangala, and Indira Nagar. Also as it is right next to a callcenter there will an ample number of young employees with flowing cash coming there

throughout the day as shifts continuously change.


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VES

TA


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PROMOTIONAL STRATEGIES

The promotion will be done in a very strategic manner. It will comprise of various

innovative marketing techniques that will increase the publicity of the caf and increase the

customer input and in turn even fight competition. These strategies are classified into twodifferent sections, i.e. 1) The Pre-launch Phase and 2) Launch Phase.

Pre-launch Phase:

a) News Paper Ads:

In the pre-launch phase of the promotional campaign, we will print a full page teaser ad atthe back of every news paper for ten days consequently; the teaser ad will be in the form of

a count-down. Starting with 9, 8, 7, 6, 5, 4, 3, 2, 1 and the tenth day we will place our

regular print ads defining all our services. The count-down numbers will cover the whole

page length wise and towards the right bottom corner of the page will be our Punch LineTaste Life. This will create immense amount of curiosity in the customers mind as to

what does the countdown exactly mean, this will make them try to know more about whatscoming.

Launch Phase:

a) Road Shows:

We would distribute brochures of our Caf to people not in the conventional way as theattitude of the general public is to straight away throw away any such information rather

than reading it, so instead weve decided to catch the attention of the public in a humorous

way. Here we dress up a trained horse and its rider in Knights attire and they distribute ourcafs brochures. This will astonish the public and attract the crowd to know what it is all

about. This way the information about the caf will be publicized well amongst the public.

b) Hoardings & Bill Boards:

Various Bill Boards and hoardings will be placed at Prime locations in the five Cities. This

would increase awareness amongst the customers and would create a significant brandimage in the customers mind. By increasing the awareness the customers will definitely

want to visit the caf.

c) News Papers:

From the tenth day onwards we will start placing our regular print ads defining all ourservices. This will also increase the awareness and publicize the caf.


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e) Merchandise:

Labeled TShirts, Bags, Caps distributed at various departmental stores, Gas Stations tomerchandise. This will promote the caf and instill a brand image.

f) Innovative Brochures:

All the brochures would be eye catchy as they will have all the details of the services

provided by the caf and will contain a coffee bean to catch the attention of the readers.Also present in the brochure would be a special award number in the brochure, which can

be used by the customers at the time of their visit to win gifts. If their number matches our

daily luck number system they win free gifts and other goodies. This adds a fresh and new

face to the definition of a brochures.

g) Radio:

Our Radio Jingle will be aired on three leading Radio channels of the five cities NewDelhi, Mumbai, Chennai, Kolkata and Bangalore. The prominent channels that will air the

ads will be Radio City, Radio Mirchi, and Red FM.


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Questionnaire

Have you ever visited a caf restaurant?

113 Yes 2 No

How do you find Caf Coffee Day?

6 Outstanding 82 Good 15 Average 2 Bad 12 Ive neverbeen there

How do you find Barista?

12Outstanding 74 Good 17Average 3Bad 13Ive neverbeen there

How do you find Java City?

6Outstanding 20 Good 27Average 11 Bad 50 Ive neverbeen there

How often do you visit one in a month?

28Less than 5 48 5-10 10 10-15 6 More than 15

Do you prefer going to any specific caf? If so which one? 67 Caf Coffee Day 37Barista 8 Java City

Others 5(specify)____________________________________________

What is your primary motive for going to a caf?

56 Hangout 22 Drink/Eat 14 Entertainment

22 Relaxation 6 Ambiance Others (specify)

__________________

Which part of the service do you like at that particular Caf that you usually visit?

20 Food 50 Beverages 12Service 17 Ambiance 13

Music 24 Location

What are your dislikes/discomforts that you have faced at a cafe?o 9 Food/Beverages 34 Service 59Time wastage 0Ambiance

0 Others (specify)

_______________________________________________

What do you find lacking in the present Cafs, i.e. what additional features would

like to have?

How much would you ideally spend in your preferred caf?

o 152 Rs. 0-50 41 Rs. 50-100 41 Rs.100-150

o 10 Rs.150-200 11 Above Rs. 200

Whom do you usually go to a caf with?

o 2 Alone 76Friends 8Family

19Girlfriend/Boyfriend

2Colleagues 2others (specify)

_________________________________


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What do you think about the present standards of the eats provided at the cafs?

7Excelent 48Good 48Ok 9Room for

Improvement

2 Bad

If the eats arent upto the mark, then what do you think should be done?

__________-______________________________________________________

Do you think music is necessary in a Caf? If yes then what type?

110Yes

Type__________________________________________________

___________

5 No

Do you think Television is necessary in a Caf? If yes then what do you prefer to

watch?

o 71 Yes

Preference____________________________________________________

____

o 23 No

Do you think Lighting is important in a Caf? If yes then what type of Lightingwould you like?

o Yes 36 Bright 17 Hazy 24 Dull 7 Coloured 0 Others

(specify) _____________________

o 6 No

Do you want the Steward to come to you only when you want him to or when ever

it is convenient for him?o 95 Your Convenience 14 Stewards convenience

How will you rate the following games & media of entertainment at a Caf?

3 Pool 5 Table Football 2 Internet 1 Jukebox 1Music 4 T.V

What kind of furniture would you like to have at a Caf? How would you rate the

following furniture?

Your choice of

furniture__________________________________________________________

Your rating for: 2 Sofas 1 Bean Bags 1 Easy Chairs

5 Stools 4 Comfy Chairs

How do like the idea of a live band playing every weekend in the Caf?o 84 Amazing idea 20 Nothing too great 10 Bad idea


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QUESTIONAIRE ANALYSIS

The sample survey that we conducted yielded a number of interesting results which in turnhelped us determine the facilities and types of services that we should provide the

customers. The following is an In-depth analysis of our results

1.

REASONS FOR VISIT

42%

17%

11%

5%

24%

1%

Hangout

Drink/Eat

Entertainment

Ambience

Relaxation

Others

Here we understand that maximum percentage of people that come here do

so for the purpose of just hanging out that is passing away time. So we have


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designed our place with maximum possible facilities with which one can

wile away time.

2.

DISCOMFORTS/DISLIKES

9%

33%58%

0%

Food/Beverages

Services

Time Wastage

Ambience

As we can see from the above the charts a majority of the people had

problems with the amount of time wasted while they are at the caf and for

this purpose only we have developed our buzzer system which will allow for

prompt service as and when the customers require it. To further lament this

the results of the question whether the customers wanted the waiters to come

at their convenience or the waiters convenience are enough, which is as

follows.


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Conveniance Chart

87%

13%

Customers

Conveniance

Stewards Conveniance

4

.

Customer Expenses

10%

35%

36%

9%10%

Rs.0-50

Rs.50-100

Rs.100-150

Rs.150-200

Rs.200+

From this chart we see that on an average a normal person spends around Rs.

100 when they go to a caf shop. This helps us understand the purchasing

power of the average man when he enters a caf.5


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Customer Likes

15%

36%

9%13%

10%

17% Food

Beverages

Services

Ambience

Music

Location

This was a particularly interesting result as it conveys to us that the customers like mainly

the food and beverages of their preferred cafes and the convenience of traveling to it due toits location. This implies that the customers are not either fully satisfied with what all

additional services they get or the services, music, ambeinace etc.. is hardly noticeable and

therefore of little significance

Acknowledgement

Our marketing team sincerely thanks our principal Rev. Fr. Josekutty, Mr. SurendranathReddy our very supportive H.O.D. for management at Kristu Jayanti College, our BBM

student coordinator Arun K.K., who initially put forth the idea of having a band play every

week at our cafe.

This report is result of the wonderful people who spent their valuable time in filling up ourquestionnaires and answered our questions courteously. Their initiative and constant

motivation will never be forgotten. We received great inspiration and constant

encouragement from our seniors and is highly acknowledged. Special mention is made ofAdarsh, Nishanth, Kevin and Stanley who gave us valuable help.

The of this report could not have been possible but for the ungrudging efforts put in by

Subish Jose who without any resistance kept his internet caf(Easylink) open for several

nights in order to get valuable information.


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We would like to say that without the hard work and effort of Chikku M.R., Princy

Thomas, Annie and Archana the data analysis of the questionnaire would not have been

possible.

Last but not the least we would like to extend our heart filled thanks to the management of

M.S. Ramaiah College for inviting us to their prestigious business management fest.

Aditya ShankarRuben Dayal

Antony Davis

Documents

Cafe Vesta Soft Copy