MARKETING MIX

PRESENTED BY-

ABHISHEK SINGHAKHIL MISHRAAMIT RANJAN JHAANJANA KUMARI DWIVEDIANKUR SHRIVASTAVA

•The term marketing mix was coined in an article written by Neil Borden called “The Concept of the Marketing Mix.”

•The marketer, E. Jerome McCarthy, proposed a four Ps classification in 1960

•Robert F. Lauterborn proposed a four Cs classification in 1993

History

Marketing Mix

-Four P’s

4P’s & 4C’s

•Product- Customer /Consumer •Price- Customer cost

•Place- Convenience

•Promotion- Communication

Extended- Marketing Mix

7Ps & 7CsThe 7 Ps The 7 Cs

Organisation Facing

Customer Facing

Product = Customer/ Consumer

Price = Cost

Place = Convenience

Promotion = Communication

People = Caring

Processes = Co-ordinated

Physical Evidence = Confirmation

•C850 : First known discovery of coffee berries •1600 : Coffee enters to Europe through the port of Venice •1654 : The first coffee house opens in Italy •1750 : One of Europe’s first Coffee house •1822 : Prototype of 1st espresso machine is created in France •1908 : Invention of the world’s 1st drip coffee maker •Feb, 2000: First Barista Lavazza at Basant Lok, New Delhi

Coffee-story• Previously only a South-Indian drink• Confined to the Rich Brahmin class• Places for lawyers and educated class to holddiscussions• The drink has now become more of a concept

Café bars have flocked like CCD, Barista,Mocha, Qwiky’s etc• Became famous and even 5 star hotels startedcashing on it.• Coffee houses started emerging at various placesin the country

Marketing Scenario

Barista – Corporate Profile• Has opened 100 outlets countrywide over last2 yrs• Marked its presence in Sri Lanka and Dubaitoo• Now targeting 22 international outletsincluding Bangladesh, Bahrain, Qatar,Oman and Kuwait

Marketing Mix• Pricing– 10% higher than Competitors– Prices are lowest they have ever been– High COGS because of Import duties• Process– Self Service

• Positioning– Where the world meets

• People– Well trained employees – to be polite pleasant andpositive– Consistent service at every outlet–Average age – 22yrs– Ensure to have quiet, uninterrupted visit– Uniforms are in sober shades of brown and orange• Promotion– Sales Promotion

Physical Evidence– Logo, colors and images– Décor and architecture– Literature

• Place– Outlets located in strategic locations– Generally located at High Street/Familyentertainment centers', in and around malls andcinemas and offices

“I may be young, Butplease take meSeriously”

• Youth – between 15-35 yrs• Students form a majority of customer base• Likes to be in group• Likes to sit, talk and relax• Drinks a cup of Gourmet coffee with addedflavors• Prefers snacks rather than meals

Advertising Situation

– Café Citizen Card– Association with movies– Contests with brands like levis, Airtel Friends, PepScooty, etc– Event Ticket sales like Enrique, Bran Adams, EltonJohn

Creative Strategy