COFFEE SQUARE

GROUP MEMBERS
> NIKITA GARG –030

>DEEPAK CHANCHAN –021

> ADITYA KANKARIA - 001

> VIVEK JAIN–048

>AKSHAT GALA-029

>RITESH GUPTA-039

>PIYUSH CHURIWALA-024
 Our Vision Is To Bring Out People
With Diverse Interest & Backgrounds
Together

Our mission is a simple one. To be the

best Cafe chain by offering a world
class coffee experience at affordable
CORPORATE OBJECTIVE

Aim to capture atleast 10% of

market share for the year
2014-2015.
 SITUATION
ANALYSIS

TACTIC PROBLE
S MARKETING M
STRATEGY
FOR
COFFEE
SHOP

OBJECTIVES
STRATEGY
COMPETITOR MACROSOCIO MARKETING
ANALYSIS

COMPETENCY CONSUMER
 TOUCH POINT ANALYSIS
• PRICE
• TASTE
POINTS OF • DIFFERENT FLAVOUS
PARITY • AMBIENCE

• LIQUOR FLAVOURED COFFEE

• LESS PRICE
POINTS OF • COFFEE SERVED IN 10 MIN
DIFFERENCES

• CUSTOMIZED MUGS
POINTS OF
EMOTION
 CONSUMER ANALYSIS

Consumption Consumer Consumer

pattern insights prefernces
• Hangout • Festival • Various
• Business parties kinds of
meeting • Status coffee
symbol • Teas &
shakes
• Snacks
• desserts
 Direct Indirect
Strategies Tactics
competitor competitor
Promotions by
CCD has low price and providing
CCD Restaurants maintain quality discount
coupons

Costa coffee Online media

CCD has outlets almost
every part of the
country

barista Gift voucher

Coffee beans
 STRENGTH :- WEAKNESS :- OPPORTUNITY:- THREATS:-

• Specialist in • We don’t have a • Eye market • Coffee market is

coffee with our brand image like share a perfectly
own signature our competitors • Increasing competitive
blend coffee culture in market
• Situated in • No outlets India
prime location • Increased in
of city • Financial socialisation
• Pricing constraint amongst the
youth
• Provide some
new variety
 GOVERNAMENT
TAXES REGULATION
1)Service charge is Licence and Permits for
levied between 5-10% Employers identification
2)Value added tax no.
average rate 12.5% Set up tax information
3)Service tax 4.80% to Food establishment
4.95% on the total licence
value of the meal plus
Construction/fire/health/
service charge
sanitation/electrical/plu
4)Small business with SOCIETY TRENDS mbing and waste
sales upto 50 lakh can 1)Growing Urbanisation permit.
pay VAT@5%.
2) Changing Taste & Wine and beer licence
Preferneces
3) Greater standard of
living
4)Emplyoee and
customers loyalty
Consumer changing tastes is a unique risk that the
restaurant business carries.
Competition in the market poses a threat to the
coffee shop.
Condition of the economy can greatly affect the
profits in the coffee shop.
There should be proper finances to run the coffee
shop
Choosing the correct location is very important
else it can prove to be a big constraint and can
greatly affect the sales.
 STRATEGY

Value
proposition DSTP
 VALUE
PROPOSITION:-

Functional Emotional Economical

Benefits Benefits benefits
1 ) Great Taste 1)Provides a 1) Affordable
2) Variety of family for all the age
Coffees enviorment groups
 DIFFERENTIATION:-

Products- Price:- People:-

People from all
Coffee starts at the age group
Coffee, Tea & from teenagers
Snacks Rs. 50
to youths and
even adults
 STUDENTS BUSINESSMAN PROFESSIONAL
CATAGORY
S

AGE
15 TO 35 YEARS 36 TO 55 YEARS 55+ YEARS
GROUP

Lower Middle Upper Middle

INCOME Middle Class
Class Class
POSITIONING
A relaxing point to
hangout
PRODUCTS PRICE PLACE PEOPLE

Rs 50 onwards 1)Colleges 1Teenagers

2)It parks 2)Youth
3)Stations 3)businessma
n
 Banners
Hoarding
Radio
ATL Television

PROMOTIONS
Internet
Online marketing
Mobile marketing
BTL Events
Gift coupons
Word of mouth
Word of mouse
IMC CAMPAIGN
 FCB GRID
HIGH INVOLMENT

THINK FEEL

RATIONAL EMOTIONAL

DO REACT

LOW INVOLVMENT
 PRODUCT LIFECYCLE
2-4%
Maturit
y
4-
Growth
6% Declin
e
6-8%
Introduction
6-8%
 IMC MODEL
Value
proposition

strategy

Target audience
creative profile

objectives
Integrated Tone of voice
marketing
communication

User imagery
Media and usage
budget
imagery

Atl activities
Tactics
Process,place
promotion,packaging
and people
BTL activities
 COST,TURNOVER,BREAKEVEN

INITIAL CAPITAL ADVERTISING ANNUAL TURNOVER

• 3 CRORES • 5-10 LACS • Daily 150 people*Avg

price (500-600)
• Annual turnover =
150*600*30*12=3245000
• Break even =within 1yr