Cafe Mocha MOS Final

8/8/2019 Cafe Mocha MOS Final

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Case Analysis

Project Group No. 9, Marketing of Services - Group 5

Caf Mocha


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I ts time for30 -minute vacations..

Life can wait.


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I ntroduction Mocha is inspired by the Quahveh Khannehs of Morocco and Turkey. These warm and homely coffee shops are the perfect place for people to come over, order a coffee and talk about their day.

A visit to Mocha is more of an experience.I

ts beyond just sipping coffee and delectable bites. I ts about taking time to savour the finer things in life. Thats why weve taken the time to select the finest coffees from all over the world for you.

Some things just didnt make sense at Mocha but to us that was the idea.The thing about Mocha was the coffee shop itself. I t was never designed to

be a cut-and-paste format where every outlet would look the same.

Thats the planet of Mocha . A coffee shop for the soul. A journey of experiences. A warm corner of flavors and aromas that fills everyone who leaves with a single parting gift. ELEVAT IO N.


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B rief HistoryWhen Mocha opened its doors at Churchgate (Mumbai) in December 2001 it

was a small and homely coffee shop. Right outside B errys restaurant, the first Mocha boasted an eclectic I ndo-Tibetan theme and fresh worldly coffee.

I t was time to grow. B y December 2002, Mocha B andra was christened and soon Mumbais biggest Mocha opened at Juhu with a flamboyant Polynesian and Mediterranean look.

Mumbai, Delhi, Ahmedabad, Chennai, Hyderabad, Jaipur, Lokhandwala, Chennai and so on.. I ts been a long journey with diversity and variety in

every outlet and makes it a coffee shop people love to visit more than once.

With 13 operational outlets across the country, Mocha stands for the coolest coffee shop in the country with its own sense of style. I t has proven that a coffee shop chain doesnt need to look like the cubicles in an office. Every shop can have its own wild and intense flavor.


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Segmentation Age: Caf Mocha O ffers Various Coffees, Shakes, Desserts, All DayB reakfast And Hookahs For Young And Middle Aged People. Major

customers lies in the bracket of 19-35 years.

I ncome: Mocha Attracts Customers From Upper Middle Class And

Upper Class Customers.

Psychographic - O n the basis of Consumer Lifestyle and Preferences.

O ccupation - For Students & Executives (but local residents also form a large percentage of customer base).


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Target

Mocha is a no-pressure zone, where one can drop in anytime to watch a game, catch a new live band or banter with friends and colleagues while listening to some great Rock n Roll.

I t targets Yuppies and B usiness Executives, who want to unwind after a tiring days work. Mocha attracts youth segment of the customers both male and female.


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Positioning Mocha has positioned itself as a place to hang out and chill with friends.

and enjoy the simple pleasures of life

I t has also positioned itself as a place for total memorable experience and 20-30 minutes vacation.

Premium Strategy is followed by Caf Mocha wherein they charge high price and provide high quality at the same time.

Caf Mocha is one place stop for variety offering to its target customers, like, food & beverages, activities, clubs etc.


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Economic Viability Market Size:

1. I n terms of revenue: O ver Rs 8 billion annually, as the market for chains like caf mocha is growing tremendously.

2. I n terms of retail outlets: Potential space for nearly 3000 coffee retail outlets, though players insist even 5000 stores).

3. I t doesnt entirely depend on a single class of customers like students, which helps in avoiding the peaks and valleys in business and generate a turnover of around 9.6 Crore.

4. Also, the lifestyle of people today is highly welcoming for new outlets of Caf Mocha. Young ones are fast picking upCaf idea, and they usually meet at Cafs rather than at

friends room or street corners.


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Do they need to change the offering and the entire experience for smaller cities?

Products should be priced considering the level of competition and location of store.

Depending on the level of competition offering list can be

shortened to reduce the operating cost.

Physical evidence of the store should remain to give the same pleasing experience as small cities are also adopting the culture of metros.

Mocha backpacker club can also be introduced in small cities as a source of added attraction .

New products or variants can be offered considering the taste and preferences of small city.


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Positioning of Caf Mocha through Evidence of Service described in the case.

Mocha was the first in the country to serve sheesha/hookah.

They are not just an another coffee shop, with a same monotonous ambience,

They have came in the market as a perfect place for an Arabian vacation.

Special attention is given to solo eaters.

Caf Mocha has targeted all the segment of the society like -Non Vegetarians & Vegetarians, Students, Executives, Age

group of 19-35.


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Service Quality

Reliability - Caf Mocha provides a trust to its customers of enjoying a vacation of 30 min in a totally different Arabian style ambience.

Responsiveness- Caf Mocha takes responsibility of serving all kinds of customer like students or executives, veg. and non veg. people, group and solo eaters , coming with aim of chatting or studying etc.

Assurance- Caf Mocha provide an assurance of being different everywhere and from all other Caf present .They have a different interiors everywhere that provide a same feel of Arabian ambience Mocha is the only caf serving coffees from different countries.

Empathy- caf Mocha understand the need and desires of every customer and provide them their preferred arrangements then be it the menu or

sitting arrangements.

Tangibles- I n order to provide a different experience Mocha has differentiated itself in everything present inside- like colorful crockery , bright colored walls , curtains, furniture etc and the most differentiating

factor is everything inside the caf is on sale.


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Role of Service Scape of Caf Mocha on all the four attributes.

Four Attributes of Service Scape:

Differentiator,

Package, Facilitator and, Socializing


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Service Scape Attributes

Package , this attribute Fairly , depicted in caf mocha, as they have

emphasized more on the interiors3000 Sq ft. O uter sitting areaJapanese style wooden flooring

Various varieties of hookas

Facilitators, as this attribute suggests that service should be a pleasure from customer and employee point of view both, however caf mocha mainly aims to make experience pleasurable for customers rather than employees

Socializing, as caf mocha is promoted as a place to hang out, this particular has been taken cared of, furnishings are kept low, and an ambience of serenity has been created so as give customers an platform to socialize and hangout.

Differentiator, this is the main attribute they have focused upon:

all article are open for sale, they dont have any theme based furniture unlike other cafs and, prices of coffee are so which can be easily afforded by young urban

crowd.


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Thank You.

Cafe Mocha MOS Final

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