nmims e-mba 12-14 brand management group3 final ppt

7/27/2019 Nmims E-MBA 12-14 Brand Management Group3 Final Ppt

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Market Share


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Opportunity Matrix

3.24.2267

4.2733

5.2334

4.18673.7467

4.44

3.8733

3.6201 4.2199

Opportunity matrix I+(I-S)

Offers

Customer Service

Price

Quality

Fragrance

Variety

Ambience

Availability

Overall Service

Location


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5

GE Title or job number3/13/2014

Opportunity Matrix5: Highest

1: Lowest


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6

GE Title or job number3/13/2014

Interpretation of Opportunity

Matrix

Less than 3% market share

Di Bella scores highest in :

PresentationFlavors

Temperature

Size

Taste


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Competition Analysis


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Interpretation of Competition Analysis

2 types of competitors:

Corporate houses Existing players in same category

Capabilities (areas of competitorsstrengths and weaknesses)

Product Dealer/distribution

Operations

R & D

Financial strength Organization & managerial

ability

Personnel turnover


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Competency SWOT Analysis Strengths High end coffee with rich

ambience

Personalized attention

Reading library

Board Games

Weakness High prices

Mature age group is target

segment

Opportunities Up-scale societies

International airport Social Clubs

Expansion in extended

suburbs

Tie-up with corporatearks

Threats Existing coffee shops

Starbucks, Dunkin Donuts Caf shops at 5-star hotels


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Interpretation of SWOT Analysis

Ideal place for a coffeewhile reading

New concept

Use of strengths to take

forward the brand

Cash on opportunities


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Porters 5 Forces


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Interpretation of Porters 5 Forces

Multiple options availableover coffee

If not coffee then fast-food

Market established difficult for new entries

Relaxed import rules for

coffee


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Gap Analysis

Customers want something more

than just coffee

Value addition through : Niche collection of books

Board Games


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1. Highest

quality greenbean sourceddirectly fromfarmers.

2. Beansblended &

roasted at ownwarehouses.

ADVANTAGE :

Ultimate Coffee

experience

Coffee Service BonneLecture

Value Chain Analysis

1. Training &Education toStaff

2. Core Values deliver passion,accountability,consistency,

inspiration &integrity.

ADVANTAGE :

HighlyPersonalized

Services

Acquire &

maintain a richlibrary ofbooks

ADVANTAGE :

A Coffee Shopwith nichecollection of

books


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Differentiation

Relax with books over a cuppa

of coffee


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Segmentation & Targeting


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Positioning

Read & play with coffee


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Deliver quality consistent coffee with

personalised service at value prices

Value Proposition


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First Coffee chain in India with:

A coffee house with books

A full digital interactive

platform throughout all

stores

Sustainable Competitive Advantage


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d ll


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Brand Di Bella

Identity: Emphasis on luxury andcomfort with style, for coffee and

the book lovers . Aesthetic

ambience.

Image:Coffee with books &

games

Perception:Rich & Authentic

d i


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Brand Promotion

Have a brand ambassador to

promote coffee literarygiants like Anil Dharker,Sudha Murty, Chetan Bhagat

Sponsors of Literary Fests presence of kiosks

Sponsors of book launches ofknown writers

B d A i i T h P i


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Brand Association Touch Points

Sight: Clear and visible store signage

Faade outside shop

Smell: Natural coffee aroma

U d U I


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User and Usage Imagery

User Imagery :

Sec A coffee lover

Usage Imagery :

Leisure Meetings with Family and friend

over book and Coffee

B d V l P id


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Brand Value Pyramid

Value forMoney

Rewarding

Experience

Stress Reliever

Premium Coffee &

Books

B d Di B ll E i t


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Brand Di Bella Environment


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Marketing Mix


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Marketing Mix People

Personalized service black shades of

dress. Guidance for the choice ofcoffee.

Physical Evidence

Ambience will be plush & luxurious.Expectation is to spend quality time

with our delicious coffee & niche

collection of books

Pricing

Pricier than others

High COGS because of Import duties

Marketing Mix


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Process

The person serving the customer will be

equipped with iPad and have interactive menu

customize your own coffee

Intellisense

Place

Outlets located in strategic locations

Located at High Street/Family

Marketing Mix

Marketing Mix


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Promotion

Di Bella Reward program

Make-your-own-coffee system

Crockery & Accessories

Product

New flavors & tastes implausibleexperience of coffee

Marketing Mix

3 Layers of a Product


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3 Layers of a Product

FCB Grid


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FCB GridHigh Involvement

Low Involvement

Rational

E

motional


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Project At A Glance


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Project At A Glance Shop name : Di Bella

Product : Coffee

Location : Kandivili

Capacity : 4800 cups/month

Raw material : Coffee bean, Milk,Sugar, Cream, Ice-cream

Land : 1000 sq.ft

Labor : 15

Cost of Project : Approx 35 lakhs


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G N 3


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Group No 3

Ramakrishnan V - 80118120007

Imtiyazul Haque - 80118120014

Diven Bhatia - 80118120080

Manan Kothari - 80118120083

Dharnik Shah - 80118120088

Amit Singh - 80118120093

nmims e-mba 12-14 brand management group3 final ppt

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