cafe peter donuts - marketing strategy - a case study by nirav khandhedia

A Case Study Objective

To analyze a given business on Key Marketing tenets (4 P’s Product, Price, Place and Promotion )

and understand how really a business’s success is related to them.

Nirav Khandhedia

Shakti Dutta

Neha Patnayak

Rajabala Gnanasamy

Neha Chauhan

Akhil Mohammad

CAFÉ PETER DONUTSAundh, Pune, India

KOREA AT AUNDH

Korea at AundhCafé Peter Donuts, the brain child of Chanseok Jung, the founder of CPD chain, a Korean Brain, has maintained a Korean flavor in this unique Cafe at Aundh.

Donuts and coffee prepared with Korean style of cooking, of course, by Korean Chefs surely attracts all the Koreans visiting India!

Mainly targets Love birds and youth and they have kept ambience which can surely induce some love music in your heart!

WHO IS THE BEST FRIEND OF COFFEE?

Who is the best friend of Coffee?Yes, it’s Donuts!

More than 100+ different and unique verities of donuts only at CPD!

And, of course, 100 different types of Coffee at any time!

Coffee is made of fine ground coffee beans imported specially from Brazil!

And, Hot Sizzling Brownies, Cakes and Pastries! Yummy Desserts!

Tat’s Café Peter Donuts’ big wide Product range!

LOCATION AND SURROUNDINGS

Location and SurroundingsAundh, the ever choice of youth, has got pride to accommodate the Lover’s choice and Most Happening Café, the Cafe Peter Donuts.

In very close periphery of Giant IT MNCs SunGard, NVIDIA, Symantec, etc. hence attracts IT youth as biggest customer base.

Surrounded with very big Hotels like Seasons and Restaurants like Taareef.. People don’t miss a chance to grab some desserts at CPD!

AMENITIES AND AMBIENCE

Amenities and AmbienceHigh Speed Wi-Fi Connectivity tempts visitors to spend more time on FB and Social Networking sites, makes some one’s life really Live!

Chill Lovely Air Conditioner blows romantic cool breeze with Nice coffee smell all around the Café, real catalyst for Love!

Dark Black Chittah patterned Sofa, beans, wooden racks displaying cute lovely pictures and quotations.

Amenities and AmbienceRelax atmosphere, Green Indoor trees, Effective lighting with soothing effects, sweet soft music, Comfortable seating, racks of magazines and news papers, and what not?!

WHAT PEOPLE OPINE ABOUT CAFÉ PD?

Public Opinion: Quiet Bite or Long ChatFirst on List: We were able to have a loud yet private conversation.The Second: This is a self-service outlet with the happiest staff I have seen in a café and because they look happy, they serve you better. The Third: They have a unique menuThe Fourth:The Green Tea Frappe the picture of which you can see foodie tryingsteinThe Fifth:Ramen : Quick-cooking noodlesThe Sixth:The Sushi item, OnigiriThe Seventh:The Donuts.

A Wonderful Place to ‘Chill’There aren't too many places you can go to escape loud noises and big crowds. Fortunately, Peter Donuts is one place that is an exception to this rule.

This cafe is very different from the Baristas and Cafe Coffee Days and Costa Coffees that we now find around every corner. The cafe has a wonderful feel to it - it has a community feel to it yet makes you feel perfectly comfortable if you are alone.

The USP of this place is their delicious donuts!

They have excellent drinks too!

ABOUT OWNER'S PERSPECTIVE OF CAFÉ PETER DONUTS

About OwnerWho Runs it ?Chan Seok Jung and his wife Nohyi , the Korean couple runs Café Peter Donuts, Aundh.Vigilant watch: Duo keeps a attentive watch on the hustle and bustle. Nothing misses the duo’s sight.Dedication towards the business: It has kept the quality of their products consistent, two years down the line.Taste Sustained : Maintained taste of Doughnuts quality and taste.

HOW WORLD KNOWS CAFÉ PETER DONUTS?

How world knows Cafe Peter Donuts?Quality Service and Customer Satisfaction are the only Promotion tools for CPD. No giant signboards, no media advertisement!CPD earns just based on the mouth to mouth publicity.

CPD is having its presence on biggest Indian Food Information Portals like Zomato and also on Facebook.

Yes, they do need to get their presence listed on SnapDeal and TimesDeals.

WHAT IS CAFÉ PETER DONUTS?

What is Café Peter Donuts?A Coffee Shop chain, sorry, Coffee-Donut Shop with branches at Camp and Koreagon Park in Pune itself!

Imports coffee beans from world vide brokers, and also has direct contracts with Coffee Suppliers, generally with Long term price agreements.

Own distribution system to ensure smooth functioning.

What is Café Peter Donuts?A bit higher price than market, but that bit is no big amount when it plays beats of Love guitar!

Mainly targets Korean and other foreign customers, young couples, love birds and of course IT Brains.

CPD is the pioneer in introducing Coffee –Donut combo at any Coffee shop.

CPD understands the cultural sensitivity of Indians, Vegetarians. It prepares Pure Veg – Eggless Donuts to serve their biggest Indian customer base.

STRATEGY

StrategyAttract foreign, Korean customers and increase target customer base.Attract young couples and love birds.No Special advertisement and promotion activities, but best quality and service increases mouth-to-mouth publicity.Attractive coffee and donut combos.Coffee and Donuts Menu also includes seasonal varieties.

StrategyKnowledgeable and Unique Korean chefs.Specials Occasional trainings and Continuous trainings to chefs.Focus on turn over figures.Quarterly targets on increase of sale.High level of customer service, e-feedback system.Re-structuring the menu as and when needed, based on feedback.

StrategySpecialized offers and menus for time periods when there is less footfall.

Fine Dining services significantly increase their revenues during weekends.

Specialized menus around Korean Recipes such as Davaang Tea and Green Tea.

HOW IS CAFÉ PETER DONUTS?

How is Cafe Peter Donuts?Lovely ambience with best quality food!

Special attraction of Korean varieties.

Hospitable Staff with good communication skills, listening the customers’ concerns and response to satisfaction.

Neat and clean surroundings.

Yes, no disturbances from Café Staff as well, it’s Self

Service!

So, Fallen in Love?!

KOREA AT HOME?

Korea at Home?Don’t’ be Surprised.. It’s reality.. Yes, at Home only!

Cafe Peter Donuts also makes you available with wide varieties of imported Coffee Beans, in various quantity packs. Just buy it and enjoy romantic coffee sips at home!

Yes, you can also get mugs, jars, filters, all with CPD logo and Love quotes!

ConclusionCafé Peter Donuts does quite well in terms of

keeping itself market aligned and stay a profit earning chain.

While reviewing its strategy, it’s also understood that a bit of price reduction and more advertisements with

still wider expanded chain can also make it synonym of Star Bucks for countries like India.

Any Questions?

Thank For being patient listeners

And, For No Questions

of course!