A COFFEE SHOP A COFFEE SHOP PROJECTPROJECT

Submitted By:ABDUL WAHAB

ABDULLAH TOHEEDMUHAMMAD

TAYYAB ABDUL BASIT Cloud - 3

A bundle of need satisfying tangible and intangible attributes offered to a buyer by a seller.

or

Something produced by human or mechanical effort or by a natural process.

Product

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New product

Products which are “NEW” in one or other of two, new to a company or new to a market. They include existing products which have been improved or revised, brand extensions, additions to existing line, repositioned products targeted at to new markets, and new to the world products..

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New-Product Development Process

Idea Generation

Idea Screening

Concept Development And Testing

Market Strategy & Development

Product Development

Market testing

Business Analysis

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Commercialization

Idea Generation C

loud

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Idea Screening

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Idea Screening Because winter coffee/ tea seems good

Then we focused on small café/ Shop

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Introduction: The Concept

Coffee a very popular beverage among Dist. Rahim Yar Khan.

Presence and success of Cafés specializing in coffee. Example: Café D’bono, Coffee Mart

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Introduction: The Concept

Success of coffee and cafés in tea drinking Cities, ex: Lahore, Rawalpindi, Bhawalpur, Multan etc.

Therefore test the feasibility of Coffee and Coffee house in coffee drinking country Pakistan, specifically in the Punjab area.

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We are doing a….

For Coffee Shop…

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Purpose of Survey Peoples likes Coffee? Which time they take Coffee? How much time they take Coffee in a daily/ weekly/

monthly routine? Favorite aspects about going out to a Coffee shop? Which type of Coffee shop Peoples like? How much price people spend on average for Coffee? When people were going to a Coffee shop they go & not

buy coffee, what is people alternative? Is there need for a new Coffee shop in this city? Should there be free home delivery?

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Peoples Remarks About Survey Mostly peoples say’s “Yes”…. In Evening & Night…. They take Coffee in Weekly basis…. Different Peoples have Different Aspects about going out

Coffee Shop…. They like independent Coffee shops…. Peoples average spend Rs.80-100…. Peoples were buy Shakes/ Juices/ Tea/ Cold drink…. Peoples say’s “Yes” …. Mostly Peoples says “Yes”….

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Development & Testing

Samples :100 mugs Location: Dist. Rahim Yar Khan. Collected at work places and colleges

(Superior College And Offices And Marriage Halls.(Bar B.Q Tonight/ Hotel Faran/ Levish Hotel/

Sajawal Marriage Hall ))

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SurveyDemographic info of respondents

GENDER

Female

39%

male

61%

AGE

18-30

53%

31-40

26%

41-55

20%

55-above

1%

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Target Market Analysis: Age

Decision to visit a Coffee Shop is independent of the age of a person?

Decision to visit Coffee Shop depends on the age of a person.

Conclusion: People in the age group of 18 to 30 will necessarily visit a Coffee Shop in Weekly.

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Impact of Age on Visit to Coffee Shop

0 10

47

7480

99

53

2620

0

20

40

60

80

100

120

Under 18 18 - 30 31 - 40 41 - 55 Over 55

Age

Per

cent

age

Will not Visit

Will Visit

Note : Number of respondents under age of 18 = 0 & over age of Over 55 = 1

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Target Market Analysis: Gender

Decision to visit a Coffee Shop is dependent on the gender of a person?

Decision to visit a Coffee Shop is independent of the gender of the person.

Conclusion: No indication that a particular gender group would be more inclined to visit a Coffee Shop, than another group.

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Impact of Gender on Visit to Coffee Shop

39

61

61

39

0

20

40

60

80

100

120

Female Male

Gender

Per

cent

age

Will Not Visit

Will Visit

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SurveyDemographic info of respondents

OCCUPATION

Student

40%

Working Professional57%

Others

3%

YEARLY INCOME

Rs.400k-450k

40%

Rs,350k-400k8%

Rs.250K-350k20%

Rs.150k-.175k

Rs.72k-150k17%

Rs.500k-above1%

14%

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Target Market Analysis: Income

Decision to visit a Coffee Shop is independent of the income of a person

Decision to visit a Coffee Shop is dependent on the person’s income

Conclusion: Persons with a high disposable income of over Rs.500,000 p.a. will not necessarily visit a tea house

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Impact of Income on Visit to Coffee Shop

17 1420

8

40

1

83 8680

92

60

99

0

20

40

60

80

100

120

Rs.72k-150k

Rs.150k-250k

Rs.250k-350k

Rs.350k-400k

Rs.400k-450k

500kOr

Above

Per

cent

age

Will not Visit

Will Visit

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SurveyDemographic info of respondents

Dist. Rahim Yar Khan

Khan Pur19%

Sadiq Abad25%

R.Y.k51%

Liaqat pur4%

Other1%

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Target Market Analysis: Occupation

Decision to visit a Coffee Shop is independent of the occupation of a person?

Decision to visit a Coffee Shop is dependent on the occupation of a person.

Conclusion: It is not necessary that only student will be interested in visiting the Coffee Shop.

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Impact of Occupation on Visit to Coffee Shop

4057

0 3

6043

0

97

0

20

40

60

80

100

120

Studen

t

Wor

king P

rofe

ssion

al

Retire

d

Oth

ers

Occupation

Per

cent

age

Will Not Visit

Will Visit

Note : Number of retired respondents = 0

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Pricing

Assumption: Majority of visitor would pay

Rs.80 ~ Rs.120 for a cup of Coffee. Result of Frequency test: very supportive

– Under Rs.80: 12%

– Rs.80 ~ Rs.100: 72%– Rs.100 ~ Rs.120: 14%– Rs120 ~ Above: 2%

* Majority of People who willing to visit Coffee Shop answered they pay for a Coffee Rs. 80 to Rs. 100 per cup in Café.

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Future Opportunities

First Step – Green Signal– overall acceptance among variety of age groups,

income segments and occupations.

Further research and analysis can be done on – specific location– frequency of visit to a Coffee Shop– snacks to be served along with Coffee– ambience people would be expecting in the Coffee

shop,

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Summary Primary Research on ‘Feasibility of a

Coffee Shop’ in the Dist. Rahim Yar Khan. Survey by using Questionnaire.

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Conclusion

An executable idea – ‘Coffee Shop’.

Accepted by the market.

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Bistro 13 Lounge

Marketing Strategy

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Understand Customer

Market Analysis

Market size (current and future) Market trends Market growth rate Market profitability Industry cost structure Distribution channels Key success factors Key success Details

Analyze Competition

Who are your competitors? What products or services do they sell? What is each competitor's market share? What are their past strategies? What are their current strategies? What type of media are used to market their products or services? How many hours per week do they purchase to advertise through the media used in this market? What are each competitor's strengths and weaknesses? What potential threats do your competitors pose? What potential opportunities do they make available for you?

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Product

4 espressoCappuccinoBlackFlavored

Pricing

Assumption: Majority of visitor would pay

Rs.80 ~ Rs.120 for a cup of Coffee. Result of Frequency test: very supportive

– Under Rs.80: 12%

– Rs.80 ~ Rs.100: 72%– Rs.100 ~ Rs.120: 14%– Rs120 ~ Above: 2%

* Majority of People who willing to visit Coffee Shop answered they pay for a Coffee Rs. 80 to Rs. 100 per cup in Café.

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Place

It is placed at City center near hotel white palace

It’s the main palace of cityEvery body who enters into the city

definitely passes through city centerThe main public park of city is also

some yards ahead

promotion

Financial analysis

Review & Revise

Product Development This coffee is made of the Italian

espresso, by getting the worldwide Richard-and reward and design. The steel sheet.the body to have complex, known as the most the durability of the coffee.

Fashionable and new design is "Bhutan" the characteristic. Combined with a complete set of coffee pot, sugar pot, milk pot use, material is used together with the highest

steel super.

Once can brew two cup of cappuccino steam espresso device. Because cappuccino tube the mouth the steam can simply make milk blister,

therefore in the home can also enjoy cappuccino coffee.

Coffee cup

Yorkshire roseWhite rose is a symbol of Yorkshire, England, "" war of the family for york symbols, by a royal dole put forward in this period, at historical background as the theme and design coffee cup, elegant style.

Old press the etaAfter dinner drink milk coffee is used when the oval cup. The first one cup of this form is made of 1830, the cup BaEr is baroque architecture art style with the flowers of the model relief.

Italy fruitThis is the representative of the Gordon style. In 1760, more than a noble in the card that's villa use coffee cup dish modelling. The cup modelling and spiral cup BaEr make it unique.

Maria. Dary better18 th century Australia queen Mary. Dary beautiful imperial power, his name to coffee cup dish. In 1814, Germany's defeat Allen states, founded eph owe Roy tower factory, in the edge with 24 K gold hand MiaoJin line as decorations.

Becky. The government's press the towerBegin from 1735, card, especially to the art gallery many landmark wares, the manual description of the collection cup, is one of the exhibits, it is to use the same techniques with then copy. Such fine decorative pattern unless the skilled technology special is made it.

For this. William This is according to the ideal of the ancient Roman neoclassicism style of production for XieYi bellow at the cup. From the nineteenth century to the 20 th hobby mocha coffee of people use glass.

Product Development

Coffee machine (khi)

Coffee mugs (styro foam Glasses & fancy mugs)

Branding

A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish

their product from others in the market.

Why brand

Differentiate Build up relationship Motivate

Our objectives

No chance for complaint We serve you humbleGiven you a extra valueGet end user loyalty

Market testing

We had organized a free coffee event for 2 days in order to determine the feed back of people to wards to our coffee. We please that people had a greater response for our coffee.

Commercialization

At this stage we focus that:

We launch our product in this season

First we lunch in RYK than expand to national & international levelCloud - 3

Now If you have any

Questions, I’m here for

Answering…

Thank You!!!For Listening Us…..

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