coffee shop (santosian cafe)
DESCRIPTION
TRANSCRIPT
SANTOSIAN CAFE‘From our plantation to your cup’
GROUP MEMBERS
LEENA AGARWAL – 003
PRANAY AGARWALA – 007
ABHILASH AGRAWAL – 008
SIDDHARTH BENGANI – 018
DIPYESH GOYAL – 034
KAVISH JAIN - 044
MEENAKSHI JAIN - 046
INTRODUCTION
Coffee is one of the world’s most popular beverages. Some claim it is the most widely consumed liquid in the world aside from water.
Coffee is more than a beverage, however, it is a memory, an anticipation, a lifetime of consoling moments of the modest pleasure woven into our lives.
In India, the coffee consumption is around 22% in compare to other beverages and our vision is to become the leading beverage service provider in India by delivering total customer satisfaction.
VISION AND MISSION
VISION:-
Our vision is to be the leading food and beverages service provider in India by delivering total customer satisfaction through :-• Quality• Cleanliness• Friendly Staff
MISSION STATEMENT:-
• Commitment to the continuous development of our staff.• Good corporate citizenship and supporting development of
the society.
MARKETING PLAN FOR SANTOSIAN CAFE
Marketing Plan
Situation Analysis
Problems
Objectives
Strategy
Tactics
SITUATIONAL ANALYSIS
MARKET ANALYSIS
Size12 Bn Beverage Market.
GrowthCoffee retail business to grow at
35% pa.
PotentialIncremental growth potential
of 7% per year.
Geographical SpreadIn and around Mumbai.
SeasonalityAll seasons.
SWOT ANALYSIS
STRENGTH
Quality ProductFriendly EnvironmentConvenient Area
WEAKNESS
Existing CompetitorsLess Capital
OPPORTUNITIES
Developing new products and services.Automatic coffee makers introduced in market.
THREATS
Govt. rules & regulations.
COMPETENCY ANALYSIS
COMPETITOR ANALYSIS
MARKET SHARE
Café Coffee Day – 77.9 % Coffee Bean – 1.3 %Barista – 13.2 % Starbucks – 1.3%Costa Coffee – 5.6% Gloria Jeans – 0.46 % Approximate Figures
STRATEGIES
CCD and Barista operates at all the locations.Starbucks,Costa Coffee and Gloria Jeans operate at all prime locations.
CONSUMER ANALYSIS
CONSUMPTION PATTERN
-Leisure Time - Youth Hangout -To chill out
CONSUMER INSIGHTS
-Occasions -Different Flavours
CONSUMER PREFERENCES
-Hot coffee -Cold Coffee -Light Snacks with Coffee
PROBLEMS
Major Market Players
Direct Imports of Coffee Beans
Building Brand Image
Fewer Outlets
OBJECTIVE
To improve occupancy rate by 40% in next 1 year.
Touch Point Analysis
Brand Association:-
Ambience
Menu
Music
Fast Service
Point of Parity Food. Music. Seating Arrangement.
Point of Differentiation Wi-Fi Aqua Zone No Silent Zone Point of Emotion Place to chill out.
STRATEGY
DIFFERENTIATION
USP
Aqua Zone
No Silent Zone
Give me a Hi-Fi,we have a free Wi-Fi.
SEGMENTATIONPSYCHOGRAPHICS
BENEFITS Price Ambience Status
Age 16-24 25-35 <36
Income
Sec A Sec B Sec C
LEV
ELS
TARGETING
Students
Youngsters
Middle/High Class
POSITIONING
SANTOSIAN CAFE offers something which our competitors doesn’t offer. Such as AQUA ZONE
and NO SILENT ZONE.
TACTICSPRICE
PENETRATION
PLACE
PRODUCT
COFFEE,SANDWICHES,BURGERS,COOKIESPASTRIES AND OTHER BEVERAGES.
IN AND AROUND MUMBAI(COLLEGE AREAS).
PHYSICAL ENVIRONMENT NO SUCH SPECIFIC ENVIRONMENT
TACTICS
Promotion IMC
ABOVE THE LINE BELOW THE LINESocial Networking
SitesPR
Word Of Mouth
Hoardings
Live Events
People
Targeting people from an age between 16-35.
BRAND VALUE PYRAMID
Features and Attributes.
Functional Benefits
Emotional Benefits
SelfExpressiv
e
Place to chill out.
Ambience.Aqua Zone.
FOOTE CONE BELDING GRID
HIGH INVOLVEMENT
LOW INVOLVEMENT
RATIONAL EMOTIONAL
SANTOSIAN CAFE
SUSTAINABLE COMPETITIVE ADVANTAGE
We will keep introducing new flavors at regular intervals and will have a flavor of the month which will attract more customers.
We will import huge amount of coffee beans from Brazil which will lead to reduction of cost.
As our tag line already says that our coffee beans are directly imported from BRAZIL so the flavor of our coffee would be different from others competitors.
We will organize events to promote our café.
We will advertise through Newspapers, Events, PR and Word of Mouth.
HIERARCHY OF DIFFUSION
As our main target audience is students and youths therefore they are the major contributors to the innovators and early adaptors.
These are Sec A and Sec B people who are ready to experiment new things in the market.
BUDGETCOST, TURNOVER & BREAKEVEN
Initial Capital: Rs. 3 crores
Advertising: Rs 5-10 lacs
Annual Turnover: Daily 200 people * Average Price (500-600) Annual Turnover = 200*600*30*12 = Rs.
4,32,00,000 Breakeven within 1 year
THANK YOU!
We have prepared this presentation just after one lecture by Prof. Aughi Dalton. Kindly
bear with us.