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Post on 06-Aug-2015
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Voila World in a cup !
Group Members
VAIBHAV AGARWAL
SNEHA AGRAWAL
RAHUL CHHAWCHHARIA
SAMARTH MATHUR
VENUGOPAL DAWADA
DEEPAM BAID
VISION AND MISSION
Vision !"To position ourselves as a premier coffee shop with
global presence." !Mission !"To provide an authentic and traditional coffee experience
and quality beverages in a world class ambience.
SERVICES
• Authentic and traditional coffee !• From around the world !• Well trained and informed working personnel’s !
• Cigar bar !• Free wifi !• World class ambience !
• Business journals !
MARKETING OBJECTIVE
• 60% occupancy in 1 year !
• Open 5 outlets in 3 years !
• Positive Word of Mouth !
• Customer loyalty
• To become a one point stop for a luxurious experience
• To achieve 5% market share in 2 years.
MARKETING PLAN
S P
O S T
Situational analysis
Problem
Objective
Strategy
Tactics
SITUATIONAL ANALYSIS
MARKET ANALYSIS
• Size - 1 million !
• Growth - 40% p.a. !• Seasonality - all seasons !
• Potential - 7% p.a.
CONSUMER ANALYSISConsumer perception • CCD - cheap, hangout, youthful • Barista - relax, privacy time • Starbucks - international brand appeal • Voilá - premium, luxury, rich ambiance !Consumer insights • Quality beans and service • Status symbol !Consumer preference • privacy • rejuvenation !
COMPETENCY ANALYSIS
STRENGTHS WEAKNESS Variety Premium Pricing
Authentic & traditional Expensive Raw Material
Knowledgeable staff Limited Reach
World class ambience Price Fluctuation
OPPORTUNITIES
Niche Market
Untapped Market
THREATS Competition from well established
Indian Mentality
COMPETITOR ANALYSIS!!!!1.Market share CCD: 55% Gloria Jeans: 20% Star bucks: 5% Barista: 3% Costa coffee:15% others:2% !!
!2.Strategies- !single brand touch
points
!4.Promotion-Business
magazines , in-flight
magazines
3.Marketing mix-Premium pricing and one location
distribution
Market Share
2%8%7%
Barista 13%
Costa 15%
CCD 55%
CCD Costa Barista Starbucks Gloria Jeans September
TOUCH POINTS ANALYSIS
Point Of Parity
Price
Service
Menu
Point Of Difference
Coffee beans from different parts of world
Menu card in form of tablets
Designer crockery
Interior theme based on seven
wonders
Point Of Emotion
Ultimate luxurious
association
Place for rich professionals and
corporates
STRATEGIES
Positioning
Differentiation
Segmentation
Targeting
SEGMENTATION
Occupation
Student Businessmen Professionals
Celebrities Retired
DEMOGRAPHICS
Age
10-30 30-50 Above 50
Income
< 10 lacs < 20 lacs 10-20 lacs
POSITIONING
Low
High Low
High
• X axis-price • y axis-Diversification
in menu
POSITIONING !Launching first cafe who serves coffee of across
the world
7 P’S!
• Product !!• Place !!• Price!!
• Promotion !!• People!!• Physical evidence!!
Product mix consists of coffee and snacks from different parts of world
PRODUCT
PRICE
coffee primarily ranges from Rs 550 to Rs 750
we have designed our price range keeping in mind knowledge of our prospective costumers and to attract those costumers who want luxurious coffee experience
PLACE
voila cafes will be located at places such as expensive & premium malls and near corporate offices to attract rich professionals and costumers
PROMOTION
Discount On Costumer Check-Ins On their FB profile
Special Privilege To loyal Costumers
Free Viola Key Chain On Every Bill
Online Promotion Through Social Networking Sights
Advertisement In Business Journals And In Flight Magazines
PROCESS
Following The Established Conventional Trend Of Ordering And Delivering On Table
Providing High Class Treatment To The Costumers
PEOPLE
Aiming To Develop Strong Relations With Employees
Clear Focus On Costumer Loyalty
PHYSICAL EVIDENCE
Interior Theme Based On The Seven Wonders Of The World
Hand Carved Wooden Furniture
Waiters Dresscode Depicting Culture Of Different Countries In The World
IMC
Above The Line
Business magazines
In-flight magazines
Business journals
BELOW THE LINE
Celebrity Visit
Positive Word Of Mouth
Online Viral Marketing
!
High Involvement
Low Involvement
Rat
iona
lEm
otionalFCB GRID
Exotic coffees
Aromatic and Rejuvenating
Luxurious Experience
Status Symbol
BRAND VALUE
PYRAMID
Initial capital - 2.5 crores!Advertising - 5-10 lacs!Anual Turnover !• Daily 150 people * Avg. Price (500-600)!• Annual turnover = 150*600*30*12 = 3,24,00,000!!
• Break even - within 1 year!!
COST, TURNOVER, BREAK EVEN (BUDGET)
‘Bon appétit’
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