Market Share

Opportunity Matrix
Opportunity matrix I+(I-S)

Offers 3.6201 3.8733 4.44 3.7467 4.1867 4.2199 3.2 4.2267 4.2733 5.2334 Customer Service Price Quality Fragrance Variety Ambience Availability

Overall Service
Location

Opportunity Matrix
5: Highest 1: Lowest

5 GE Title or job number 3/13/2014

 Less than 3% market share

Di Bella scores highest in : Presentation Flavors Temperature Size Taste

Interpretation of Opportunity Matrix

6 GE Title or job number 3/13/2014

Competition Analysis

Interpretation of Competition Analysis

2 types of competitors:
Corporate houses Existing players in same category

Capabilities (areas of competitors strengths and weaknesses) Product Dealer/distribution Operations R&D Financial strength Organization & managerial ability Personnel turnover

Competency SWOT Analysis

Strengths
High end coffee with rich ambience Personalized attention Reading library Board Games

Weakness
High prices Mature age group is target segment

Opportunities
Up-scale societies International airport Social Clubs Expansion in extended suburbs Tie-up with corporate parks

Threats
Existing coffee shops Starbucks, Dunkin Donuts Caf shops at 5-star hotels

Interpretation of SWOT Analysis

Ideal place for a coffee while reading New concept Use of strengths to take forward the brand Cash on opportunities

Porters 5 Forces

Interpretation of Porters 5 Forces

Multiple options available over coffee If not coffee then fast-food Market established difficult for new entries Relaxed import rules for coffee

Gap Analysis
Customers want something more than just coffee Value addition through :
Niche collection of books Board Games

Value Chain Analysis

Coffee
1. Highest quality green bean sourced directly from farmers. 2. Beans blended & roasted at own warehouses. ADVANTAGE : Ultimate Coffee experience

Service
1. Training & Education to Staff 2. Core Values deliver passion, accountability, consistency, inspiration & integrity. ADVANTAGE : Highly Personalized Services

Bonne Lecture
Acquire & maintain a rich library of books

ADVANTAGE : A Coffee Shop with niche collection of books

Differentiation
Relax with books over a cuppa of coffee

Segmentation & Targeting

Positioning
Read & play with coffee

Value Proposition
Deliver quality consistent coffee with personalised service at value prices

Sustainable Competitive Advantage

First Coffee chain in India with: A coffee house with books A full digital interactive platform throughout all stores

Brand Di Bella

Be a Kaffeine Reader!

Brand Di Bella
Identity: Emphasis on luxury and comfort with style, for coffee and the book lovers . Aesthetic ambience.
Image: Coffee with books & games

Perception: Rich & Authentic

Brand Promotion
Have a brand ambassador to promote coffee literary giants like Anil Dharker, Sudha Murty, Chetan Bhagat
Sponsors of Literary Fests presence of kiosks Sponsors of book launches of known writers

Brand Association Touch Points

Sight:
Clear and visible store signage Faade outside shop

Smell:
Natural coffee aroma

User and Usage Imagery

User Imagery :
Sec A coffee lover

Usage Imagery :
Leisure Meetings with Family and friend over book and Coffee

Brand Value Pyramid

Value for Money
Rewarding Experience

Stress Reliever
Premium Coffee & Books

Brand Di Bella Environment

 People

Marketing Mix

Personalized service black shades of dress. Guidance for the choice of coffee.

Physical Evidence
Ambience will be plush & luxurious. Expectation is to spend quality time with our delicious coffee & niche collection of books

Pricing
Pricier than

others High COGS because of Import duties

Marketing Mix
Process
The person serving the customer will be equipped with iPad and have interactive menu customize your own coffee Intellisense

Place
Outlets located in strategic locations Located at High Street/Family

Marketing Mix
Promotion
Di Bella Reward program Make-your-own-coffee system Crockery & Accessories

Product
New flavors & tastes implausible

experience of coffee

3 Layers of a Product

High Involvement

FCB Grid

Emotional

Rational

Low Involvement

Way Forward
Increase geographical spread Corporate tieups Premium housing societies Increase in Sales

Take over of local coffee farms

Inorganic Growth

Project At A Glance
Shop name Product Location Capacity : Di Bella : Coffee : Kandivili : 4800 cups/month

Raw material : Coffee bean, Milk, Sugar, Cream, Ice-cream

Land Labor Cost of Project : 1000 sq.ft : 15 : Approx 35 lakhs

Group No 3
Ramakrishnan V - 80118120007 Imtiyazul Haque - 80118120014 Diven Bhatia - 80118120080 Manan Kothari - 80118120083 Dharnik Shah - 80118120088 Amit Singh - 80118120093