Marketing Mix of Ccd , Barista & Mocha
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MARKETING MIX OF CAFÉ COFFEE DAY, BARISTA AND CAFÉ MOCHA GROUP NO: 6
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Transcript of Marketing Mix of Ccd , Barista & Mocha
MARKETING MIX OF CAFÉ COFFEE DAY,
BARISTA AND CAFÉ MOCHA
GROUP NO: 6
GROUP MEMBERS
Tanvi Pedanekar 08-543Divya subramanian 08-556Haveesha Ryali 08-549Pooja Mazoomdar 08-531Sudha Sampath 08-527Neha Bhirud 08-508
Identify 3 companies in the Fast food segment. How do these companies differ in their promotional strategy , marketing mix variables, positioning, key communication objective, target audience, message execution style and format.
AGENDA
CAFÉ COFFEE DAY- Corporate Profile
•A division of amalgamated bean coffee trading company ltd. (abctcl)•First outlet was opened in Bangalore •India’s leading coffee exporters•Main competitors include Barista & Cafe Mocha
Product mixCoffees & Teas Refreshing Alternatives Eatables
Hot Coffee Granitas Melting Moments
EspressoCappuchino
Blood OrangeCool Blue
Banana n’ Walnut CakeBanana Chocolate
International Coffee Smoothies Ice Creams
Colombian Juan ValdezEthiopian Qahwah
Mango ColadaStrawberry Colada
VanillaChocolate
Cold Coffee Cremosas Quick Bites
Sweet MintCold Sparkle
LitchiGinger Spice
SamosaPuff
Coffee Add-ons Cool Refreshers Teas
HoneyFlavoured Syrups Red Eye
Fruit Juices, Mineral Water
Price mixThe price for a cup of coffee
ranges from Rs.17 to Rs.95Taxes charged over and above
Process Mixself-service & Table serviceFlexible Delivery Process
PEOPLE MIXPeople at Café Coffee Day believe that “People are hired for what they know
but fired for how they behave”. Motivation and personal skill are laid
emphasize upon.
POSITIONING MIX
Logo, Colors, Images
The Café Coffee Day Logo
Décor & Architecture
Literature
Locations
Target Market Major Customer lies in the bracket of
15- 29 , mainly very youth in nature
PLACE MIX
Distribution of outlets/Location
733 outlets in 110 countries
Presence in India , Pakistan, Dubai, Austria , Germany
All outlets company owned/ Franchisee
PROMOTION MIX
CAFÉ COFFEE DAY DOES NOT BELIEVE IN MASS MEDIA PROMOTIONS. BUT THEY ARE INVOLVED IN ALL THE
AREAS OF SERIOUS CONSUMER PASSION
THROUGH TELEVISION•Friends•[V]'s Get Gorgeous contest. •For History Channel,
Ticket sales• For events, like Enrique ,WWE, Elton John, and Bryan Adams shows.• There is not a better publicity mechanism then the person who is serving you telling you about the same. .
TIE - UPS
Association With Movies• Bas Yun Hi •Khakee •Main Hoon Na•Kyun Ho Gaya Na•Mujhse Shaadi Karoge• Lucky • Socha Na Tha•And a lot of Telegu & Tamil movies
SALES PROMOTION
•Gifts•Coupons•Café Citizen card•Sugar free campaign•Discounts
as
Owned by Impresario Entertainment & Hospitality Pvt. Ltd
Mocha is inspired by the Quahveh Khannehs of Morocco and Turkey
Coffees imported from all over the world, freshly roasted and ground, form the core of our USP, Fruit flavoured Sheeshas or Hookahs, coupled with high end gourmet desserts and shakes.
PRODUCT MIX
PRICE MIX
PROCESS MIX
PERSONALISED AND CUSTOMIZED SERVICE
Place mix
PEOPLE MIXThe service is informal, casual, and even
laid back
POSITIONING MIX
AMBIENCE
TARGET MARKET Artsy/hipster crowd
A place to have conversation
PROMOTION MIX
SPONSORSHIPS & TIE-UP’S :• MTV Splitsvilla • Musical talent hunt initiative by Fever FM in
Delhi
Founded by Mr.Amit JudgeStarted in 2000 by Java Coffee Company Ltd.First outlet opened in delhiTata buys stake in Barista in 2001Sterling Infotech Take over in 2004Lavazza Take over in 2007
PRODUCT MIXCoffees & Teas Refreshing
AlternativesEatables
Coffee with Milk Smoothies Sandwiches
CappuccinoCaffe MochaCaffe Latte
GuavaMangoGrape
Paneer TikkaCheese & Tomato
Chicken TikkaSmoked Chicken
Black Coffee Granitas Rolls
Espresso ItalianoEsperanoTMAmericano
Blue CuracaoLime Ice
Mixed Fruit TangoGuava Crush
Kadhai Paneer RollChicken Masala Roll
Dessert Coffees Milk Based Pastas
Latte BiancoCaffe Borgia
Strawberry FreezeMocha Freeze
Icepresso
Tangy Tomato PastaCreamy Chicken Pasts
Cold Coffees Iced Tea Other Food
BaristaTMBarista FrappeTMBarista BlastTM
Iced Caffe Mocha
LemonPeach
BBQChicken Croissant
Coffee Add-ons Other Drinks Desserts
Various FlavoursChocolate FudgeWhipped CreamEspresso Shot
Ice Cream Scoop
Ginger FizzKinley Water
Walnut BrownieMocha Excess
Chocolate ExcessDark Temptation
Chocolate MousseChocolate Chip MuffinAlmond Raisin Muffin
Apple Cake
Teas
AssamEnglish Breakfast
DarjeelingEarl Grey
PRICE MIX
- Barista has a ‘Skimming Pricing Policy’ -10% higher than competitors
Purely Self Service
PROCESS MIX
- Trained , Pleasant, Polite and Positive
- Ensure you have a quiet, uninterrupted visit and provide an escape from the daily pressures of life
PEOPLE MIX
POSITIONING MIXPre-acquisition
Need based positioning
Post acquisitionvariety based positioning
positions itself as a brand for “anyone who loves coffee”
Logo, Colors, Images:“warm, earth glow, synonymous with coffee”
“ Uses shades of Orange & Brown to good effect to promote its “laid- back” atmosphere ”
Décor and Architecture
Expresses the simplicity you would normallyassociate with traditional cafés
Walls are shades of orange, with various photographs of the love for coffee spread around each outlet
Literature Menus, posters, pamphlets are all
traditionallydesigned, with a classic and simple look
Magazine encourages customers write, draw, make etc anything creative; and this is then published in the magazine
Not only provides an avenue for advertising, but also an opportunity for Barista to express its brand image.
TARGET MARKET PRE- ACQUISITION -Young professionals, working
couples and families - Upper income group and upper
middle-income group - Ages of 20-32 years
POST- ACQUISITION
Covering the entire spectrum of market through sub-brands and different offerings
Cafés would primarily target the youth, families, couples and executives from upper income group by offering them the experience and quality of service
Over 160 outletsStrategically located
outlets in and around Malls, Cinemas, Colleges, and Offices
Has opened 100 outlets country wide in last 2 year
Marked its Presence in Sri Lanka and Dubai Too
PLACE MIX
PROMOTIONS MIX
Uses Mix of Personal and Non-Personal Communication Channel
Acts through posters, tent cards and ambient graphics within their stores
Runs in-store promotions, both independently and with other companies
• In house Magazine- Brew Print
• On sponsorships and strategic alliances with other corporations
SPONSORSHIPS
Sponsors various events and festivals, which provides them valuable promotion directed at strategic markets
Mainly in kind, although major events are sponsored in cash also
Co-sponsored a program on CNBC TV 18 - All About Ads
COLLABORATIONS
Entered into a deal with Leo Mattel toys to provide the popular board game Scrabble
Entered into partnerships with various movies, for promotions through Barista
Eg: Star World for its “Absolutely Everybody” campaign
Barista Coffee Card
Entitles you to one complimentary hot beverage when you are done sipping seven
TIE-UPS
Entered into an agreement with the Taj group of hotels to start Barista Espresso coffee cafes at Taj’s hotels
BANK CAFÉ
OTHER TIE UPShas alliances with the British Council, Rock
Street Journal etc for book reading sessions, music and film festivals
WALL POSTERS
TENT CARD
PRINT AD
Thank you
