cafe mocha (1)

8/8/2019 Cafe Mocha (1)

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8/8/2019 Cafe Mocha (1)


SEGMENTATION:

Psychographic Segmentation

Behaviouralistic Segmentation

Demographic Segmentation

Geographical Segmentation

8/8/2019 Cafe Mocha (1)


1. Psychographic Segmentation:- Interests : Café Mocha offers a variety of coffees like

Ethiopian ,Yirgacheffe Sidamo, Costarica Tarrazu,Supremo, besides cappuccino, espresso, flavored latteand chocolate shakes, desserts, cakes etc. in order tocater customers as per their interests.

- Attitudes: It also focuses on different attitudes of customers .It offers light shakes in fresh flavors likeblueberry and strawberry and seasonal fruit pies toppedwith zero calorie ice cream for Calorie conscious

And egg less desserts for vegetarians etc.

Activities: Offers special zone for hookahs, best place for young generation to hang out. It also offers table for solo eaters

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2. Behaviouralistic Segmentation :

` Benefit sought: - Economy : At café mochavarious options are available for customers keepingin mind their economic conditions like Hookahs areavailable

from lower to max range. A double hookah costs

for Rs200 though 250 seems to be the average ratearound the country. Also coffee range starts fromRs.30 and go up to Rs.125.

` Usage rate: - Heavy user / moderate user / light

user of a product: Mocha provides services as per the usage rates of the customers like it hasschemes for those who are heavy users of Hookahs.

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3. Demographic:- They basically provide products for people of all the

ages and class.- But the atmosphere they are providing is informal

which is basically for youth and for people who wanttop chill out and need casual atmosphere wherethey can relax and spend comfortable time.

4. Geographical :Mocha also doubles up as a hookah bar with three

outlets in Mumbai (Churchgate, Bandra and Juhu).So they are concentrating more on the metropolitanareas

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TARGETING

` Café Mocha targets on the young generation i.e. between 16-35

years of age.

` Focuses on business travelers, executives through their Backpackers Club.

` Solo eaters-Executives stop by between meetings or students who

drop in to read a book or study.

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At this point of time café mocha was still perceived as the coffee joint similar to the Coffee House

1. a place where intellectuals meet and spend their time discussingissues.

2. Café Mocha saw a dormant market in youngsters, who wereincreasingly looking for a place to hang out with friends and havefun.

3. It created an image in the mind of customers not only as a coffeehouse where people spend their time, by having a coffee but alsoas a place where they can enjoy their 20 min. to the fullest.

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Q2. DO THEY NEED TO CHANGE THEOFFERING AND THE ENTIRE EXPERIENCE

FOR SMALLER CITIES?

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For metropolitan cities they can go with same offerings

and experiences but if they want to set up their cafesin small cities , they essentially require to changetheir offerings but making sure that the experience isunique and welcoming.

- They can reduce their menu size to limited variants inhookahs and other food items which can also lead toreduction in cost for them.

- They need to reduce prices of the items to take careof the purchasing power and disposable income of the buyers.

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- They need to change the atmosphere there, tosuit the demand of local people of the city. Theymay not be interested in the internationalsettings.

- They can incorporate some local flavors of

coffee and tea to match the demand of localpeople.

Basically they need to take care that the localpeople of the town are getting what they need at

an affordable price.

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Positioning of Café Mochathrough

µEvidence of Service¶

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` A perfect place to chill out and hang out with friends as itprovides a relaxed casual atmosphere accentuated withsuperb coffees and the individual pieces of furniture chosenfor the intrinsic beauty rather than set theme furniture.

` Mocha isn't a coffee bar of the kind that has mushroomed

across the country. They went into the genesis of the coffeeshop.

` It is an appropriate destination to enjoy silence as it makesspecial arrangements for people who need their privacy and

space.

` Film, travel, and dog clubs are just some of the things thatare meant to give patrons a 20-min fix.

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ROLE OF SERVICESCAPE OF

CAFÉ MOCHA

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In the case of mocha the servicescape provides facility to bothemployees and customers because mocha is providinginterpersonal services and the services provided are complicated

hence require lots of equipments.

Here servicescape can be classified into two:

1. Interpersonal service: The space where customer and theemployees meet and the customers are being served. That¶s theactual coffee shop area. That requires different furniture for thecomfort of the customer( chairs, tables , lights, etc).

2. Remote services: The area where the food os prepared , that¶sthe area which is being used by the employees of the café only.That includes different equipments for the preparation of dishes

like coffee grinder, mixer, microwave etc.

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ROLE OF SERVICESCAPE

Package:

- Mocha provides a Sindbadian experience to its customers. Alittle bit of Arabia, a scent of Morocco, flavors from Turkey anda Jamaican Blue Mountain coffee served in large, colorfulcups, Turkish jeweled hookahs in assorted flavors, dessertsand snacks.

Facilitator:- The service provided by mocha is informal and casual. It

encourages its patrons to linger. Mocha people don't treatguests as customers but like old friends who have comehome, and to whom they are playing host.

- Its ambience is inspired by different parts of the world, like a fleamarket, with world music setting the mood. Mocha is moreabout a feel good experience, than just F&B.

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Socialising:- They provide atmosphere where people can

come and interact with each other freely.- Clubs are being made where people from

different classes can meet and discuss aboutdifferent topics like trips , outings etc.

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Differentiator:

- They provide dozens of flavors of hookahs.- All the furniture and everything there in the

café is for sale.

- There is no set pattern of café or theme , allthe cafes are totally different .- They also started providing variety of wine

which other coffee shops are not.- They are providing special space where

individuals who like to spend their time alonecan enjoy their privacy with coffee.

cafe mocha (1)

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