Service Marketing Mix of Barista v/s Caf coffee day

Barista

Barista coffee was establishes in 1999 with the aim of identifying growth opportunities in the coffee business. Their aim is to passionately deliver the highest levels of experiential services and maintain consistency in serving the highest quality products becoming a globally competitive organization one that is driven by an insatiable thirst for excellence.

Lets look at the Servicing Marketing Mix of Barista

Product Price Place Promotion People Process Physical Evidence

Product

Baristas product mix constitutes a wide range of products that appeal primarily to traditional coffee lovers with traditional names. Food items like croissant, pastas, and sandwiches are complimentary to their coffee, and project a very classic image of Barista. Their merchandising also consists of primarily coffee related products like coffee beans, coffee machines, etc.

 Considering that Barista is trying to target a market whose age range is between 18 and 60 years, a pricing policy appealing to this segment is difficult. Extremely low prices act as a deterrent to some customers who might regard it as an indicator or quality, while very high prices cannot be afforded by most of the youth. But since Baristas current consumer profile is quite young, their prices are mostly inexpensive, and at par with their competitors.

Price

Place
Barista looks to cater to their target market with strategically located outlets. Their outlets are generally located at High Street/ Family Entertainment Centers. Considering their generic appeal, there are Barista outlets in and around Malls, Cinemas, Colleges, and Offices etc. this endorses their brand image of a caf that appeals to coffee lovers of all ages

Promotion
Barista currently carries out mass promotion campaigns mainly in the form of Press, T V and Radio Medias. At present, they do not rely heavily on advertising, but rely more on

Sponsorship:
Barista sponsors various events and festivals in cash , which provides them valuable promotion directed at strategic markets

Collaborations:
Barista has entered into special collaborations for comarketing brands. Eg Barista entered into a deal with Leo Mattel toys to provide the popular board game Scrabble at every Barista outlet.

Sales Promotion:
Barista uses a special Barista Coffee Card for its sales promotion activities. The Barista Coffee Card entitles you to one complimentary hot beverage when you are done sipping seven

People:
The people at Barista are characteristically trained to be Pleasant, Polite and Positive. They ensure you have a quiet, uninterrupted visit and provide an escape from the daily pressures of life. Their uniforms are in sober shades of brown and orange, and contribute to the overall laid-back feeling of the caf.

Process:
The order and delivery process at Barista is based on self- service, where a customer goes up to the counter to place his order, and goes back to the counter to pick his delivery once it is prepared.

Physical Evidence:
Logo, color and images: Barista, since the beginning has looked to use colors in its caf interiors, logos and images; to project a warm, earth glow, synonymous with coffee using shades of Orange & Brown Dcor and Architecture: Baristas internal dcor and architecture expresses the simplicity you would normally associate with traditional cafs. The furniture is made of light shades of wood, and there are comfortable sofas in bigger cafs. Literature: The literature provided by Barista is indicative of its brand image. The menus, posters, pamphlets are all traditionally designed, with a classic look. One aspect of particular note is their magazine, which is privately circulated in the cafs.

Caf Coffee Day

Cafe Coffee Day is India's favorite coffee shop, for the young and the young at heart. Pioneers of the Caf Concept in India with the its first Caf at Brigade Road, Bangalore in 1996. This Caf was opened as a Cyber Caf (first of its kind) but later, with the burst of cyber cafes it reverted to its core competency. Coffee.

Lets look at the Servicing Marketing Mix of Caf Coffee Day

Product Price Place Promotion People Process Physical Evidence

Products:
Caf Coffee Day product mix constitutes a wide range of products that appeal primarily to Indian coffee and snack lovers. Products have a decided Indian taste to it - be it food or coffee. Most of the eatables have been adopted to meet the Indian taste buds like samosa, biryani, masala sandwich, tikka sandwich etc .Thus they have been trying to capture the Indian taste along with classic coffee.

Price
Considering that Caf Coffee Day knows its major customer lies in the bracket of 15- 29, it has tried to derive a policy whereby it can satisfy all its customers. The price for a cup of coffee ranges from Rs.17 to Rs.54.

Place
Caf Coffee Day looks to cater to their target market with strategically located outlets.

Their outlets are generally located in High Street/ Family Entertainment Centers.
Considering their generic appeal, there are Caf Coffee Day outlets located in and around Malls, Cinemas, Colleges, Offices, etc. This endorses their brand image of a caf that appeals to coffee lovers of all ages.

People:
People at Caf Coffee Day believe that People are hired for what they know but fired for how they behave. Motivation and personal skill are laid emphasize upon.

Promotion
Caf Coffee Day does not believe in mass media promotions. They are involved in all the areas of serious consumer passion.

Tie-ups:
Caf Coffee Day also tie up lot of the youth brands. They have tied up with Channel [V]'s Get Gorgeous contest, Friends Levis,, Liril, latest one with Airtel,

Association with movies:

Caf Coffee Day also decided to stick with the next big thing i.e. Bollywood The associated with movie like Khakee ,Main Hoon Na Bas Yun Hi ,Kyun Ho Gaya Na etc

Sales Promotion:
Caf Coffee Day uses special Caf Citizen Card for rewarding Caf Coffee Days customers. It is a loyalty program to gain new customers and retain the existing ones.

Process
The order process at Caf Coffee Day is based on self-service, where the customer goes to the counter to place his order. They have a flexible delivery process, where they wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on his table.

Physical Evidence
Logo, Colors, Images:
Caf Coffee Day has used bright red its logo where RED stands for leadership and vitality, it also stands for passion for coffee. Caf Coffee Day would like to own the word caf in the minds of its customers

Dcor & Architecture:

Caf Coffee Day had gone in for image change and revamping of interiors in the last quarter of 2001. They have used young colors of today, lime green, yellow, orange, and purple predominate.

Literature: The literature provided by Caf Coffee Day is indicative of its youthful image. The menus, posters, pamphlets are all designed to attract young and young at heart. They also have their magazine called as Caf Beat, which is published monthly

Peoples Voice
Barista is way to expensive for me

Barista is for older people whereas CCD is for Rockers

CCD is more cozy while Barista has this formal atmosphere

I go to Barista when I want to enjoy the rich flavored coffee and the tempting desserts

CCDs sandwiches sucks!!!

Recommendations and Suggestions

Barista should have promotion campaign to ensure that their target market is well aware of their current low prices Caf Coffee Day would do better to provide promotional space for its partners with the use of clever collaborations, and not print advertisements and posters Customers are not happy with the behavior and service of the staff at Caf Coffee Day so necessary changes should be done

Ankita Singh 02 Ankita Sarmokaddam 03 Bhavana Kanwarjani 04 Pashant Sinha 07 Ronnie Zaiwalla 08 Prashant S. Batch 73