Coffee Shop
Coffee Shop
GROUP MEMBERS
> NIKITA GARG 030
>DEEPAK CHANCHAN 021
> ADITYA KANKARIA - 001
> VIVEK JAIN048
>AKSHAT GALA-029
>RITESH GUPTA-039
>PIYUSH CHURIWALA-024
VISION
Our Vision Is To Bring Out People
With Diverse Interest &
Backgrounds Together
MISSIO
Our mission is aN
simple one. To be
the best Cafe chain by offering a
world class coffee experience at
CORPORATE
OBJECTIVE
Aim to capture atleast
10% of market share for
the year 2014-2015.
MARKETING PLAN
FOR COFFEE SQUARE
SITUATION
SITUATION
ANALYSIS
ANALYSIS
TACTIC
S
STRATEGY
STRATEGY
MARKETING
STRATEGY
FOR
COFFEE
SHOP
PROBLE
M
OBJECTIVES
OBJECTIVES
SITUATION ANALYSIS
COMPETITOR
MACROSOCIO
ANALYSIS
COMPETENCY
MARKETING
CONSUMER
MARKETING ANALYSIS
GROWTH
Coffee retail
business to
grow at 40%
p.a
SIZE
Estimated
market of over
1100 cr
POTENTIAL
Incremental
growth
potential of
2250 cr
Marketin
g
Analysis
SEASONALITY
All seasons
GEOGRAPHICAL
SPREAD
All Metros
TOUCH POINT
ANALYSIS
POINTS
POINTS OF
OF
PARITY
PARITY
POINTS
POINTS OF
OF
DIFFERENCES
DIFFERENCES
PRICE
TASTE
DIFFERENT FLAVOUS
AMBIENCE
CUSTOMIZED MUGS
POINTS
POINTS OF
OF
EMOTION
EMOTION
CONSUMER ANALYSIS
Consumpti
on pattern
Hangout
Business
meeting
Consumer
insights
Festival
parties
Status
symbol
Consumer
prefernces
Various
kinds of
coffee
Teas &
shakes
Snacks
desserts
COMPETITOR ANALYSIS
Direct
competit
or
CCD
Costa coffee
barista
Coffee beans
Indirect
competit
or
Restaurants
Strategie
s
CCD has low price
and maintain quality
Tactics
Promotions by
providing
discount
coupons
Online media
Gift voucher
COMPETENCY ANALYSIS
STRENGTH :-
WEAKNESS :-
Specialist in
coffee with
our own
signature
blend
Situated in
prime location
of city
Pricing
We dont have
a brand image
like our
competitors
No outlets
Financial
constraint
OPPORTUNITY
: Eye market
share
Increasing
coffee culture
in India
Increased in
socialisation
amongst the
youth
Provide some
new variety
TAXES
1)Service charge is
levied between 5-10%
2)Value added tax
average rate 12.5%
3)Service tax 4.80%
to 4.95% on the total
value of the meal plus
service charge
4)Small business with
sales upto 50 lakh can
pay VAT@5% .
SOCIETY TRENDS
1)Growing Urbanisation
MARKETING PROBLEMS
Consumer changing tastes is a unique risk
STRATEGY
Value
proposition
DSTP
VALUE
PROPOSITION:Functional
Benefits
1 ) Great Taste
2) Variety of
Coffees
Emotional
Benefits
1)Provides a
family
enviorment
Economica
l benefits
1) Affordable
for all the age
groups
DIFFERENTIATION:
-
Price:Coffee starts
at Rs. 50
People:People from
all the age
group from
teenagers to
youths and
even adults
SEGMENTATION
CATAGORY
STUDENTS
BUSINESSMAN
PROFESSIONAL
S
AGE
GROUP
15 TO 35
YEARS
36 TO 55
YEARS
55+ YEARS
INCOME
Lower Middle
Class
Middle Class
Upper Middle
Class
POSITIONING
A relaxing point to
hangout
TACTICS
PRODUCTS
PRICE
Rs 50 onwards
PLACE
PEOPLE
1)Colleges
2)It parks
3)Stations
1Teenagers
2)Youth
3)business
man
ATL
Banners
Hoarding
Radio
Television
PROMOTIONS
BTL
Internet
Online marketing
Mobile marketing
Events
Gift coupons
Word of mouth
Word of mouse
IMC CAMPAIGN
FCB GRID
HIGH INVOLMENT
THINK
FEEL
EMOTIONAL
RATIONAL
DO
REACT
LOW INVOLVMENT
PRODUCT LIFECYCLE
2Matur4%
4Growt
6%
h
Introductio
n
68%
ity
Decli
ne
68%
IMC MODEL
Value
Value
proposition
proposition
strategy
strategy
creative
creative
Integrated
Integrated
marketing
marketing
communication
communication
objectives
objectives
budget
budget
Target
Target audience
audience
profile
profile
Tone
Tone of
of voice
voice
Media
Media
User
User imagery
imagery
and
and usage
usage
imagery
imagery
Atl
Atl activities
activities
Tactics
Tactics
Process,place
Process,place
promotion,packaging
promotion,packaging
and
and people
people
BTL
BTL activities
activities
COST,TURNOVER,BREAKEVEN
INITIAL CAPITAL
3 CRORES
ADVERTISING
5-10 LACS
ANNUAL TURNOVER
Daily 150 people*Avg
price (500-600)
Annual turnover =
150*600*30*12=3245
000
Break even =within
1yr
DO COME
SOON !