cafe mocha mos 1 grp iv

8/8/2019 Cafe Mocha MOS 1 Grp IV

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CAF MOCHAGROUP I


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CONCEPT

Mocha draws its inspiration from the Quahveh Khannehor Coffee Houseof

Moroccoand Turkey,wherepeople used to gather over hot coffee, Hookahs

and just talk,and enjoyeachother'scompany.

It is all about life's simple pleasures. Coffees, conversations and a smile.


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SEGMENTATIONAGEGROUP

37%of thecustomersare between 20 and 24years. 27%of thecustomersare between theage groupof 25-29 years.

GENDER

60%of thecustomersaremale 40%of thecustomersare female.

PROFESSION 52%ofcustomerswhovisit thecafesarestudents.

28%ofcustomerswhovisit thecafesareworking professionals.

GEOGRAPHICALAREA Urban Rural


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TARGETMochaprimarily targets: an Urbanecrowd,comprising of teenagersand young executives.

coffeeand hookahconnoisseurs

Solo-eaters (introducing table for one) For executiveswhostop by between meetings

For studentswho drop in to read a book or study

Travellers and adventurers with its Mocha Backpackers Club.

TheMocha Backpackers Club meetson thelast Sundayofeverymonthat 12 pm to give backpackers knowledgeabout how to goabout organising a trip.

Recently, it hasalsostarted targeting thehealthconscious. (MochaMojo).


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POSITIONING

The new-agecaf ispositioned asapart coffeeshop,part library,part

photo gallery,and,perhapsmost importantly,part communitycentre

Aplacewhereyou one can hang out with friendsover coffeeand hookah.

Different fromcompetitors ( Shisha & Hypnos)as Caf Mochaoffersavast

varietyofhookah flavors including wine in their menu.

30 minutevacation.


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Doessizeofthe customersegmentjustify theeconomic viabilityofthe

concept inothercities?


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Yes, thesizeof thesegment does justify theeconomicviability. This is because:

Theconcept ofacoffeecaf experience is new in Indiaand still remains to be

largely untapped.

Progressive rise in the disposable incomeof Indian population.

Customer loyalty in thisareahad been found to beashighas60%with 18%of

thecustomersvisiting cafes dailyand 44%visiting it weekly.

Furthermore,Mocha itselfhasadopted certain strategies to bemoreeconomically

viable. These include:

Adopting the franchise route to increase the number ofoutletsmore rapidly

while reducing itscapital investment in newstoresespecially the realestate.

Currentlyowns 20outlets in India;ofwhich 13are franchised


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Also beating theFood & Beverageoutsourcing trend,mocha isfully

backward integrated.

Through itscentral kitchen operations it ensuresproduct consistencywhile

leveraging economiesofscale,and maintaining the recipessecret.


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Do theyneed to change theofferingand theentireexperienceforsmallercities?


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Yes,Mocha needs tochange itsproduct offering and experience tocater tosmaller

cities. This isprimarily because:

Concept of Leisurewithcoffeeand hookahshas not evolved somuch in smaller

cities.

Premiumpricing?

o Acupofcoffeepriced over Rs. 100 might beacceptable in metros, but not in

smaller towns.

o Pricing needs to be kept uniform in order tomaintain uniformity in outlets.

The dcor,ambienceand experienceare instrumental in pulling thecrowds.

o Mocha Jaipur flaunts rich Rajput motifsand royal tapestries.

o Student town of Pune got a touchofMochacool in August 2006with itsveryown and

freshMoroccan feel.

o followed byMocha Lokhandwala and Mocha Chandigarh in February in 2007


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Localised Menu toappeal to thelocal tastesaswell.

Cutting Chai & Bun Maska aur Chai- developed for Mocha Mumbai is a

big hit

Customized communityprofile for thesmall townsas thesemay not allhit off.


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Discuss the RoleofServicescapeofCaf Mochaonall thefourattributes.


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Asper Boomsand Bitner,Servicescape refers to the environment in which the service is

assembled and in which the seller and customer interact, combined with tangible

commodities that facilitate performance or communication of the service"

Caf Mochahas been successful in creating a beautifulservicescape in order to attract

and eventually retain thecustomers.

PACKAGE

Coffee Bar:outer seating area,wheremulti-colored hookahsand lowset wooden

benchesadd to thecoffeeexperience.

Riot of colors- Mocha issplit into twolevelswithwalls in yellowand pink and a bright

blueceiling, flaming red beanbags, chairsand couches in different shapesand sizes,and a

Japanesestyle flooring;allofwhichadd asenseofcomfort to theoverallexperience.

Toconstantlychange thelook ofMocha,all the furniture isput for sale.

Wide variety of flavors for bothcoffee & hookahsat reasonableprices.


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A3000 sq. feet withouter sitting areaand lowwooden seat benches, givessenseof

spaceand comfort and sets thestage for a germaneexperience that augments the

efficacyof theofferings.

Backpackersoffer and excellent interiorsmoderatecustomer expectation and

reinforceshisexperienceand reminiscences.

DIFFERENTIATOR

Mochaaims toprovide the best ofwhat theworld that has tooffer at affordableprices,

and thesimplepleasureoflife is itsprimary driving force- Coffees, Conversationsand a

warmsmile

The USP ofMocha- Coffees imported fromallover theworld, freshly roasted and

ground.

Fruit flavored Sheeshasor Hookahs,coupled withhighend gourmet dessertsand

shakescomplete the repertoire. It boastsofmore than a dozen eclectic flavorsof

Sheesha- including whiteand red winesheesha.


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The rangeof richchocolate flavors in coffeeand hookahs. Backpacker club offers,

reasonablepricing is differentiating. Candlelit tableswithsmoothclassicalmusicand tableswithclothes,pre-laid cutlery

,morecustomized menu can beoffered.

Cafemochaattractsa urbaneand eclecticmixofcustomers- adventurous,creative,

hobbyactive.. Etc.

Theconcept ofsingle table isalso good in context.

Theambience is inspired by different partsof theworld,likea fleamarket,withworld

musicsetting themood.

Mocha LifeShop- provides retailspace for uniqueculturalobjectsand other collectibles.

Virgin Recordsand Lonely Planet also retailout ofMochaas do non-Mocha branded

items.

Wi fi now in Mocha.


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FACILITATOR Serviceemployeeat caf mochaare trained in themanner to interact with the

customersleast intrusively.

Alaid back serviceattitude isencouraged,and staff is taught not to intrude upon the

customers unless beckoned by them for ordering and billing purposes.

At thesame time theymust beefficient and competent enough toanticipate the

customers requirement. (assist hookahlovers by refueling or mouthpieceetc.)

Customer when enter in thecaf should feelprivilegeof being at thecaf.

The focusat all times ison thecustomer inside thecaf, rather than theoneoutside. It

isabout experience.

SOCIALIZER Employeesmust convey their expected roles, behavior and work for making a

relationshipwithcustomers. To thiseffect, theymust extend awarmwelcomeand cater

to thecomfort of thesame.

Theair conditioned waiting loungewithcomfortableseatsand acold water dispenser as

when onepasses throughaspotlesslyclean glass door,makescustomers feelwelcome.


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Discuss the PositioningofCaf Mochathrough EvidenceofServicedescribedin the case.


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DCOR AND AMBIENCE

Soaked in theset pieceand servicestyleofmustycoffeehousesacross theArabiclandscapeofyorewallssplashed withamedleyofmellowcolours.

Houses fleamarket steals.

Furnishing thespacewitha randomstock of furniture including cinemachairsandAmbassador car backseats, thus giving the Ghahwas (Arabic for Coffee House),acontemporaryspin which is rougharound theedges.

The traditionalsheesha, to gowith thearomaticcoffee,helps retain theauthenticity.

Each newMochahasa newevolved dcor,menu and ambienceaspart ofa newunique theme.Mocha does not replicate itself but followsacontinuityof designthroughall itsoutlets.

Theaged natureof the building invitescustomers tohavea glancearound and usetheir imagination tovisit another timeperiod.

Offers retail space for unique cultural objects and other collectibles through the

Mocha Life Shop.

Thecustomer isencouraged to take home the part of Mocha he/she likesbest.All thefurniture and crockery at Mocha is for sale through theMochaLifeShop.


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SERVICE Staffhas been trained to followaunique service philosophy which is deliberately laid back

and non intrusive.

Waitersare instructed specifically not topresent themenu immediatelywhen the guest walks inand dittowith the bill unless the guest asks for it.

Aconsciouseffort not to turn around covers,with the result that outletswitnessed thecurioussight ofpeoplewaiting outsidewhile those insidecontinued toloungeand chat,long after payingthecheque.

Focus is on the guest who is inside rather than

outside the restaurant.

Mocha is not just aplacepeoplecome to drink coffee.Theycome to reflect, to talk and tolisten and don't need to

be interrupted.

Encourage patrons to linger.

Mocha is more about a feel good experience,

than just F&B.

Staff uniforms are in sync with restaurant theme eg

Arabian, sindbadian style.

Free Wi fi access in Mocha.


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The problem with conventional coffee shops these days, is that they're all

doing a bit of the same thing and if you happen to miss the signage at thedoor, you may not be able to tell the difference. At Mocha, the experience is

anything but the stereotype.

Oneof theomensofsuccess for me,were the jeers from thesomeof the

industryabout thearbitrary useofcolourson thewalland thepeeling

furniture," revealsAmlani.


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Extensivevarietyofcoffee- Freshly

roasted and ground- on themenu

from just about everycountry in

which it is grown.

First to introduce Hookahs in caf in

India. USP isFruit flavoured Sheeshas or

Hookahs,coupled withhighend

gourmet dessertsand shakes.

First in India to introduce theconcept

of Liqueur coffee in coffeeshops.

Emphasison value rather than price.

Menu ispriced a tad higher but

portions are bigger.


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Mocha Film ClubMocha Film Club,hostsa film festivalon the first Sundayofeverymonth. The fare

comprises five tosix diverse filmswithaMochaShake thrown in, for Rs 100.

Conventionalseating arrangement is doneawaywith tomake room for aprojector

and additional rowsofchairs.After thescreening ofeach film, the floor isopen for

an interaction between the director or amember of thecast and theaudience.

Mocha MusicMocha Music

Virgin Records and Lonely Planetalso retailout ofeachMochaas do non-

Mocha branded items.

Thesales for world music categorythroughmochaoutletsarehigher then all

other conventionalmusic retail formatsput together.

Mocha ArtMocha Art

Initiative taken in collaboration withArt Loft,an art and craftscentre in Bandra.

Aimsat providing opportunities to new talent and closet artists toshowcase

their work in the restaurants. MochaArt Houseletsout their space toartistsand photographers to display

their work for a nominal fee.


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POSITIONING OF MOCHA MOJO

Theme restaurant based on the70's-Retro.

Everything from thesofa decor, to thewallsand

ceilings, to themusicand most importantly, the food is

mirrored right off from the daysof thehippies; the

psychedelia - love,peaceand happiness.

Thespecialitycoffees though,capture the tasteand

blend of beans fromvariouscountrieswhich isquite

an experience to drink.

Theyplayallof the favouritemusic from the60s - 80sincluding Jimi Hendrix, TheDoors, The Beatles, Pink

Floyd, Led Zeppelin etc.

Come upwithaspecialmenu for everyseason and

holiday!

Sheeshas served arequite unique in flavour aswellas

quality.

The energy vibe ingrained in theentireexperience.

Aseparatelounge (withair-purifiers) isprovided for

tablesserving hookah.


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The number ofcalories for each item ismentioned in

themenu card onecan choose fromlowcalorie

food and lowsugar food,skimmed milk or Soyamilk

etc. Has incorporated elementsofmolecular gastronomy

(amodern scientificwayofpreparing and presenting

food that ensures the flavours and texturesofeach

dishare tweaked toperfection) into their dishes by

serving raw food and desserts.

Raw foods ispredominantly uncooked vegetarian

ingredientsmade to resemble real food. Uniqueofferings include

the70-percent Amedei Chuao chocolatepudding topped withan

18k gold-coated truffle.

MochaMojo's juicesand smoothies and raw garden lasagna

(sampleat your own risk) arecompletelyorganic,making this

place trulysixties, not just at facevalue, but in spirit too.

From breakfast tolunchand dinner,you will be

indulged in someof the newvarietiesof food whichyou will never haveexperienced anywhere.

Price ison thehigher sideand it draws theeliteclass

mostly.


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RECOGNITION & AWARDS RECEIVED

TimesFood Award for the Best Coffee Bar in 2004,

2005 2006 & 2007,consecutively for 4 years.

Nominated for NewFormat of the Year for the

year 2002 2003, by Images Retail.

Nominated for Best Retailer food and service

for theyear 2003-2004, by Images Retail.

Voted asoneof the Top 12 Coolest Companies in

India by Business Todaymagazine


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THANK YOUNatasha Kirti B 04Upasna Tyagi B 07Sneha Joshi B 18

Kriti Dogra B 20

Ravneet Singh B 33

Sumit Sinha B 36Prateek Chokra B 49

Priyanka Misra B 60

cafe mocha mos 1 grp iv

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