hot shots - coffee shop
DESCRIPTION
Coming up with a new coffee shop eh? click to view how you will go about it(Strategy), Tactics, Plan, how will you communicate and convey the message to your audience (Integrated Marketing Communication) Value Proposition etc.TRANSCRIPT
What is your favourite Hang-out Place?
A Bar?
A Coffee Shop?
I would rather take COFFEE
than COMPLIMENTS right now
Adventure in life is good, consistency in COFFEE is even better
There is always peace
in a strong SHOT of COFFEE
HOT SHOTS, first schemes laterEX
PRES
SO yo
urself
My blood type is ALCOHOLIC COFFEE
Good COFFEE is a
pleasure,
good FRIENDS are
treasure.
A day without an
EXOTIC COFFEE
is like SOMETHING
without SOMETHING
HOT SHOTS
To DRINK is HUMAN, To drink COFFEE is DIVINE
MissionTo provide the best and the most satisfying coffee
experience to our customers and to bring the exotic flavours from in and around the world
VisionTo position ourselves as a premier coffee shop chain
with a global presence.
Corporate Objective
To capture 10 % of the market share
Market AnalysisSize - Vast Market
Growth - 20% Growth/ Annum
Potential - Coffee Lover
Geographical Spread - Andheri
Seasonality - All Season
Costa Coffee - Ambience
Starbucks - Status Oriented
Sexual Gratification
Consumer AnalysisInsights Preferences Perception
CCD - Leisure TimeExotic Drinks
Artistic Ambience
• Exotic Coffee
• Ambience
• Always Happy Hours
S W O TStrengths Weakness Opportunity Threat
• Lack Of Brand
Awareness
• Increasing Demand of hang-out spots for
Youngsters
• A new venture- uncertain
about results
Competency Analysis
Macro-Socio Economic AnalysisVAT Tax / Service Tax
Increase in purchasing power
Modern dating
Increase in regular social outing
Competitive Analysis
Prithvi Cafe
Direct Competitors
InDirect Competitors
Pubs
Coffee Shops
Strategy Tactics
Promoting Home Grown Talent
Promoting through BTL Activities
Point of Parity - Pricing, Menu Flexibility, Trained Employees, Quality Service, Coffee & Tea
Point of difference - Coffee + Alcohol & Flavours
Point of Emotion - Feel young again
Touch Point Analysis
Value PropositionEmotional Benefit - A Coffee for pure coffee lovers
Functional Benefit - Instant Coffee in 2 minutes
Economical Benefit - Budget exotic coffee
Marketing StrategyDifferentiation
Coffee + Alcohol
Segmentation
Career Oriented People Traditional Party Animals
18-25 Years 26 - 35 Years 36 and more
Sec A Sec B Sec C
Targeting
Positioning
Hang out place for all
Problems!
Non Awareness of the Brand
Acceptability in the Market(Indian Market)
59,$59%$19,$19%$
12,$12%$
5,$5%$
5,$5%$ Café Coffee Day Costa Coffee
Starbucks
Barista
Others
Target Market Share
Integrated Marketing Communication
Budget Objectives Strategy Tactics
Marketing Budget
Percentage of
Sale MethodIntroduction
Growth
Maturity
Decline
6-8%
4-6%
2-4%
6-8%
% denotes advertising expenditure
Marketing Objective
Our objective is to generate a turnover of Rs 60 Lakhs for the financial year 2014 - 2015
Promotional Activities
BTL Activities
ATL Activities
• Internet and Social Media Advertisement
• Word of Mouth
• Referral schemes
• None (Budget Constraints)
Product Liquor Coffee(Don’t find customers for the product,find product for your customers)
Price Moderate
Promotion Media Platforms / Local Art
Place Mumbai / Andheri Lokhandwala
PeopleYouth(18-30yrs) What helps people,helps
business.
Packaging Delicate Artistic Cans and Mugs
Physical Ambience Mixture of Calm and Commotion
Marketing Tactics
Thank You
Group MembersPriyal Jalan B-002
Nidhi Shah B-039
Pallav Sethi B-032
Shyam Mohan B-022
Kerin Kapur B-008
Tatwesh Kothari B-014
Harshit Shah B-037