Presented byReema Samui

WHAT IS BARISTA??

A branded liquid coffee retail chain promoted by the New Delhi-based Java Coffee Company. The brand takes its name from the Italian term for a coffee brewmaster. Barista claims to serve Indians with the best espresso available in the domestic market.

Currently BARISTA is owned by ‘LAVAZZA’, Italy’s largest coffee company.

CONSUMER PROFILE: According to research, over 65% of Barista’s customers are in the 15- 30 age- group. The majority of these are students and young urban professionals.

TARGET CUSTOMER:

Women constitute 56% of the consumer base.

A large number of teenage segment saying “I may be young, but please take me seriously.”

The consumer segment is focusing on a GLOBAL INDIAN

The brightly lit cafe in rich orange hues topped with Italian furniture has a feel good factor & looks stylish too.

BARISTA’S USP:

BARISTA’S PRODUCTS:

Croissant, pastas, and sandwiches are complimentary to their coffee, and project a very classic image of Barista.

Their merchandising also consists of primarily coffee related products like coffee beans, coffee machines, etc.

PRICES:

Prices have been lowered to attract more customers & gain competitive advantage over other coffee shops viz., Café Coffee Day etc,.

COMBO MEALS

SEASONAL GIFT HAMPERS

PLACES WHERE BARISTA OUTLETS ARE FOUND:

At high street/family entertainment centers.

Considering its generic appeal, outlets are also found in and around Malls, Cinemas, Colleges, Offices etc., catering to coffee lovers of all ages.

PROMOTIONAL CAMPAIGNS:

Barista currently carries out mass promotion campaigns. This is mainly in the form of promotions in the Press, TV and Radio Medias.

PROMOTION:

Has strategic tie-ups with the Star Group.

Now also doing business with Elle 18:

Elle 18 is launching a collection of coffee colored lipsticks & naming after Barista’s beverages.

The objective is to associate with the brand & have their young consumers coming to Barista.

The cafe chain's joint promotions with Planet M and Crosswords reiterates the bond between coffee aficionados and book or music lovers. Today, Planet M and Crosswords have incorporated small Barista bars in their stores.

COMPETITION:

Starbucks, a large American coffee company is planning to enter the Indian market.

Per capita consumption of coffee is 83 grams as compared to around 6 kilos in the US.

Coffee consumption before Barista came in was quite negligible.

So with the entry of any large brand, the market will do

better and will grow much faster.

Thank you