What is your favourite Hang-out Place?

A Bar?

A Coffee Shop?

I would rather take COFFEE

than COMPLIMENTS right now

Adventure in life is good, consistency in COFFEE is even better

There is always peace

in a strong SHOT of COFFEE

HOT SHOTS, first schemes laterEX

PRES

SO yo

urself

My blood type is ALCOHOLIC COFFEE

Good COFFEE is a

pleasure,

good FRIENDS are

treasure.

A day without an

EXOTIC COFFEE

is like SOMETHING

without SOMETHING

HOT SHOTS

To DRINK is HUMAN, To drink COFFEE is DIVINE

MissionTo provide the best and the most satisfying coffee

experience to our customers and to bring the exotic flavours from in and around the world

VisionTo position ourselves as a premier coffee shop chain

with a global presence.

Corporate Objective

To capture 10 % of the market share

Market AnalysisSize - Vast Market

Growth - 20% Growth/ Annum

Potential - Coffee Lover

Geographical Spread - Andheri

Seasonality - All Season

Costa Coffee - Ambience

Starbucks - Status Oriented

Sexual Gratification

Consumer AnalysisInsights Preferences Perception

CCD - Leisure TimeExotic Drinks

Artistic Ambience

• Exotic Coffee

• Ambience

• Always Happy Hours

S W O TStrengths Weakness Opportunity Threat

• Lack Of Brand

Awareness

• Increasing Demand of hang-out spots for

Youngsters

• A new venture- uncertain

about results

Competency Analysis

Macro-Socio Economic AnalysisVAT Tax / Service Tax

Increase in purchasing power

Modern dating

Increase in regular social outing

Competitive Analysis

Prithvi Cafe

Direct Competitors

InDirect Competitors

Pubs

Coffee Shops

Strategy Tactics

Promoting Home Grown Talent

Promoting through BTL Activities

Point of Parity - Pricing, Menu Flexibility, Trained Employees, Quality Service, Coffee & Tea

Point of difference - Coffee + Alcohol & Flavours

Point of Emotion - Feel young again

Touch Point Analysis

Value PropositionEmotional Benefit - A Coffee for pure coffee lovers

Functional Benefit - Instant Coffee in 2 minutes

Economical Benefit - Budget exotic coffee

Marketing StrategyDifferentiation

Coffee + Alcohol

Segmentation

Career Oriented People Traditional Party Animals

18-25 Years 26 - 35 Years 36 and more

Sec A Sec B Sec C

Targeting

Positioning

Hang out place for all

Problems!

Non Awareness of the Brand

Acceptability in the Market(Indian Market)

59,$59%$19,$19%$

12,$12%$

5,$5%$

5,$5%$ Café Coffee Day Costa Coffee

Starbucks

Barista

Others

Target Market Share

Integrated Marketing Communication

Budget Objectives Strategy Tactics

Marketing Budget

Percentage of

Sale MethodIntroduction

Growth

Maturity

Decline

6-8%

4-6%

2-4%

6-8%

% denotes advertising expenditure

Marketing Objective

Our objective is to generate a turnover of Rs 60 Lakhs for the financial year 2014 - 2015

Promotional Activities

BTL Activities

ATL Activities

• Internet and Social Media Advertisement

• Word of Mouth

• Referral schemes

• None (Budget Constraints)

Product Liquor Coffee(Don’t find customers for the product,find product for your customers)

Price Moderate

Promotion Media Platforms / Local Art

Place Mumbai / Andheri Lokhandwala

PeopleYouth(18-30yrs) What helps people,helps

business.

Packaging Delicate Artistic Cans and Mugs

Physical Ambience Mixture of Calm and Commotion

Marketing Tactics

Thank You

Group MembersPriyal Jalan B-002

Nidhi Shah B-039

Pallav Sethi B-032

Shyam Mohan B-022

Kerin Kapur B-008

Tatwesh Kothari B-014

Harshit Shah B-037