cafe mocha presentation - group 409

8/3/2019 Cafe Mocha Presentation - Group 409

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CAF MOCHACASE STUDY

GROUP NO: 409

RAMNEEK KAUR PARHAR E09

NITIKA AGGARWAL E22

ANEESH BAJAJ D52

NISHIMA CHORDIA D64

ANANT VIJAY GOEL D33

VAIBHAV SRIVASTAV D59


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STP

for

CAF MOCHA


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Amity Business School

SEGMENTATION Through segmentation companies divide largeheterogeneous markets into smaller segments thatcan be reached more effectively and efficiently

Demographic segmentation: Caf mocha has adopteddemographic segmentation in such a manner that mostof its customers are young people between the agegroup 20-35. it has also segmented people solo eaterslike executives or students who stop by during theirbreaks.

Behavioral segmentation: in the sense that they alsosegmented on the basis of people who are looking forthe twenty minute vacation n who come for a leisure

time.


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TARGETING

A target market would be a set of buyers sharingcommon needs or characteristics that a companydecides to serve

It has targeted customers who are not only coffee

drinkers but also look for an cheerful atmospherethat makes them feel good.

As the trend of hookahs caught on rapidly in India,Caf Mocha targeted hookah lovers who just love thenovelty factor and charm associated with it.


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POSITIONING Positioning is the place the product occupies in the

consumers minds

It is a place where one can enjoy coffee, multicoloured hookahs, the cheerful ambience and have awhole new experience.

Caf Mocha is not just about coffee its about a 20

minute cheerful vacation


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Does the size of the customer

segment justify the economicviability of the concept

in other cities?


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Yes, the size of its customer segment justifies theeconomic viability of the concept in other citiesbecause :

It not only offers coffee but a great experience.

It is a very good place to hang out for hookah loversdue to the variety of flavors it offers in varioushookahs of different and attractive colors

Also it specializes in dishes like paninis, poutines,shakes and various desserts

The ambience provides an all together new experience

With all the above features Caf Mocha is verypopular amongst the consumers and will definitelyincrease its customer segment in other cities as well


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Do they need to change theoffering and the entire

experience for smaller cities?


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Mocha is an organization which caters with uniquenessin its services. The value it offers is the comfortableseating arrangement in all its outlets. Mocha offersvarious types of flavored coffee and shakes and

hookah to attract the youth which is its main targetsegment.

No, I dont think that Mocha needs to change its way

of offering and the entire experience for smallercities because the whole idea of attracting youth to ahang out joint would dilute. Therefore, Mocha shouldmaintain its unique selling preposition and continue to

deliver the same way.


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Justify the Positioning ofCaf Mocha through

Evidence of Servicedescribed in the case.


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Mocha offers various delights like Panini, freshlyroasted Coffees served with fruit flavouredSheeshas or Hookahs, coupled with high end gourmet

desserts and shakes form the core USP. It fullyjustifies its tag line of "coffees and conversations"providing its customers a totatly memorableexperience for 20 minutes. Mocha has positioneditself effectively in the highly competitive marketwhere competitors like Hypnos, Shisha and otherlocal coffee joints are present as it had the firstmover advantage of serving hooka in the country.


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EVIDENCE OF SERVICES People: Solo eaters those who need their privacy

and personal space visit Mocha. The interior of

Churchgate branch of Mocha like that where twotables are meant only for one person, those who wentto spend their time relaxing and enjoying their coffeealone. They are basically executives who stop by

between meetings or students who drop in to read abook or study.


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Physical evidence: The coffee bar at Mocha consistof both inside and outdoor sitting where multi-colored hookahs and low set wooden benches whichadd to the coffee experience of the customers asthey can enjoy the outside weather as well.

Bright coloured walls in yellow and pink and ceiling ina bright blue colour with flaming red beanbags,leopard striped chairs, airplane seats, velvet coveredcouches adds more life to the cafe. Mocha has a

cheerful and casual ambience. Another unique qualityof Mocha is that all the articles there are meant forsale if the customer likes any of the furniture itemhe/she can buy it


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Riyaz Amlani the Chief Executive Officer of Mochasaid that Mocha is the perfect place to chill out andhang out with friends as it provides a relaxed casualatmosphere accentuated with superb coffees and theindividual pieces of furniture chosen for the intrinsicbeauty rather than set theme furniture.


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Price: Mocha has kept its prices very decent to suitthe pocket of every person, beginning coffee at Rs.30and dessert for Rs.75 which further goes up to Rs125. Mocha offers both single pipe hooka and doublepipe hooka between the price range of Rs 150-Rs 200

which last for 30-45 minutes. Mocha also offers a wide variety of flavours to their

customers like mint, apple, strawberry, cherry,banana, mixed fruit, pineapple, pomegranate, plum,

licoris, lemon, sweet melon, rose, mango, orange, redwine grape and white wine peach with different baseof energy drink and wine. Keeping the hygienicnecessity of its customers Mocha offers a new

mouthpiece for hookah to every guest.


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Process : The service in Cafe Mocha is informal,

casual, and even laid back. They encourage theirpatrons to linger. The people(staff) don't treatguests a customer but like an old friend who has comehome, to whom they are playing host, the ambience is

inspired by different parts of the world, like a fleamarket, with world music setting the mood.

Staff at more serve their customer more than just acoffee , for them their comfort level of theircustomer is very essential. Mocha offers bothpersonalized and customized service to its customers.Mocha is inspired by the Quahveh Khannehs ofMorocco and Turkey.


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Its a place to meet and suspend reality for a fewmoments and people can talk about their day to daylife. Apart from Food & Beverages they try to makeMocha a feel good experience at affordable prices.


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Role of servicescape ofcaf mocha on all the

four attributes ofservicescape.


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FOUR ATTRIBUTES OFSERVICESCAPE :

Package Facilitator

Socializer

Differentiator


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Amity Business Schoolackage The coffee bar, which is spread over 3,000 square feet,consists of an outer seating area, where multi-colored hookahs

and low set wooden benches add to your coffee experience.

Prices at Mocha begin at Rs.30 for a mug of coffee and Rs.75for dessert and go up to Rs.125.

For hygiene reasons Mocha gives a new mouthpiece forhookah to every guest

Mocha offers a choice between a single pipe hookah and adouble pipe hookah . wider variety of flavors to choose fromhere, such as mint, apple, strawberry, cherry, banana, mixed

fruit, pineapple, pomegranate, plum, licoris, lemon, sweet melon,rose, mango, orange, red wine grape and white wine peach

Available are champagne hookahs with strawberry flavors andplans are on to add more flavors such as coconut.


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Amity Business Schoolacilitator Riot of colors, Split into two levels with walls in

yellow and pink and a bright blue ceiling, flamingred beanbags, leopard striped chairs, airplaneseats, velvet covered couches and curtains

decoratively tucked, the cheerful ambiencereceives a touch of serenity downstairs with booklined shelves and Japanese-style floor setting.

Multi-colored hookahs and low set wooden

benches add to your coffee experience. Relaxed casual atmosphere accentuated with

superb coffees and the individual pieces offurniture chosen for the intrinsic beauty


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Amity Business SchoolocializerBackpacking club:Mocha Backpackers Club

promotes the concept of independent travel.It is a platform where people from differentbackgrounds can come together to meet,

share and exchange information like bestplaces to stay, best deals on airfare, where toget the best camping gear, etc.

Mocha gets a lot of solo eaters. They arebasically executives who stop by betweenmeetings or students who drop in to read abook or study.


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Amity Business Schoolifferentiator Mocha, has more than a dozen, including double apple,

banana, cherry, cappuccino, green apple, grape, lemon,mango, mint, mixed fruit, orange, peach, strawberry,

sweet melon, vanilla. Only ones who serve champagne shisha, red wine

shisha, and white wine shisha.

Feature combos such as chai and bhajjiyas (tea and

spiced fritters) during the Monsoon. Also introduced wine on its menu in August 2004 and

sales have gone up from 15 to 30 bottles a day


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cafe mocha presentation - group 409

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