COFFEE KINGS
COFFEE KINGS
PRESENTED BY :-
B005 NIRAJ JOISARB006 PRAVEEN JOSHIB009 NAVNEET KHEMKAB015 MADHAV LASHKERYB024 RAHUL ORDIA
MISSION
Marketing plan
Strategy
Problems
Situation
analysisTactics
Objectives
SIT
UATIO
N
AN
ALY
SIS
Market Analysis
Consumer Analysis
Competitor Analysis
Competency analysis
Macro-socio economic analysis
Market
analysis
Size$300Mn
Potential
Unlimited
Growth15-20%
p.a
SeasonalityAll
seasons
Geographical
spread-Mumbai
COMPETITOR ANALYSIS
• MARKET SHARE
68%
12%
14%6%
Sales
CCDSTARBUCKS COSTA COFFEEOTHERS
STRATEGIES
• CCD operates in all locations• Starbucks operates in prime locations• Large number of brand touch points of
existing brands
PROMOTIONS
• Newspapers• T.V. ads• Social websites
CONSUMER ANALYSIS
PREFERENCESHot coffeeCold coffeeRefreshmentsSnacks
PERCEPTIONCCD café for allCOSTA café in mallsSTARBUCKS café for the elites
INSIGHTSSexual gratification
Stress relief
SOCIAL
• STATUS SYMBOL• GROWTH IN SPENDING POWER
TECHNICAL
• ADVANCE EQUIPMENTS
LEGAL
• TAXATION• GOVERNMENT RULES AND REFORMS• FOOD AND BEVERAGE LICENCES
MACRO-SOCIO ECONOMIC
Strength
Best in class coffee
Weakness
New entry
OpportunitiesGrowing market
Threats
Market dominated by
big brands
COMPETENCY ANALYSIS
MARKETING OBJECTIVES
.To achieve 10% of market share by the end of 2015
MARKETING PROBLEMS
Existing coffee shops such as CCD, STARBUCKS have a huge market share.
A completely new entity.
Market specific blends and brands .
Competing beverages .
POINTS OF PARITY
PRICE
TASTE
AMBIENCE
SERVICE
POINTS OF DIFFERENCE
OPPOSITE SEX WAITER
COFFEE SERVED IN 5 MINUTES
MAKE YOUR OWN FLAVOURED COFFEE
24*7 SERVICE AVAILABLE
TOUCH POINT ANALYSIS
POINTS OF EMOTION
A place for corporates
Peace
PLC ANALYSIS
Since our product is in launching stage we will spend 10% of our turnover on marketing.
HIERARCHY OF DIFFUSION
As we are a completely new brand we would focus our marketing strategy on innovators and early adaptors.
TONE OF VOICE
Since we are targeting professionals our staff will be well equipped to handle large number of professionals with humility and sophistication.
BRS ANALYSIS
We are a new brand in the market therefore we want to bring our brand from non awareness to awareness by 2015.
TFD ANALYSIS
Our’s is a FTD format therefore we will employ more of emotional input.
MARKETING TACTICS Promotion and themed evenings. Customer involvement and feedback. On premises advertising. Advertising on social websites. Customer privilege cards. Develop an smartphone app for online bookings. Deals such as offering 10% off any purchase over Rs.
500 to create buzz.
MARKETING STRATEGIES
strategies
differentiation
positioning
segmentation
targeting
DIFFERENTIATION
• Indoor and outdoor siting with smoking zone
• 24/7 service available
NEED BASED MEETINGSGET
TOGETHERCOFFEE
ENTHUSIASTS
AGE 10-20 20-35 35-50
INCOME SEC A SEC B SEC C
SEGMENTATION
TARGETTING• We are targeting professionals.
POSITIONING•We want to position ourselves as a café wherein the customer can find a nice environment for formal as well as semi formal meetings.
VALUE PROPOSITION
FUNCTIONAL
Best in class coffee
EMOTIONALProfessional atmosphere
ECONOMICAL
Perfect for your wallet
Integrated Marketing Communications
Budget
• Keeping competitive parity we have decided our budget to be 3cr.
Objective
• To bring our Brand from non awareness to awareness by 2015
Strategy
• DSTP• Value
Proposition
Tactics
• 7’PS
COST, TURNOVER & BREAKEVEN
INITIAL CAPITAL : 3 CRORESADVERTISING : 7-10 LACS
ANNUAL TURNOVER :• DAILY 400 PEOPLE AVERAGE PRICE 80-150• ANNUAL TURNOVER : 400*120*30*12=17280000• BREAK EVEN : within 1.5 years
High involvement
Low involvement
rational emotional
FCB GRID
7p’s
Product
Price
Place
PeoplePromotion
Physical Evidenc
e
Process
PRODUCT
Our product mix primarily consist of wide range of products that appeal to the Indian coffee and snack lovers. Products that have decided Indian taste to it and appeal directly to the Indian taste buds.
Our notable products include :-
COFFEE & ESPRESSO • AMERICANO• CAPPUCCINO• LATTE• MOCHA• DAILY BREW
OTHER DRINKS• HOT
CHOCLATE• HOT TEA • JUICES
ADD-ONS• CROISSANTS• BROWNIES• COOKIES• SANDWICHES• PUFFS
PRODUCTS
PRICE
We have designed our price range keeping in mind our knowledge of our prospective customers and the pricing policies adopted by our established competitors.
The coffee primarily ranges from 80 to 150.
PLACE
The strategy Coffee King has adopted is to place our café in locations such as ANDHERI that it attracts significant footfall which helps us in generating good business and establishing a good brand name.
Preferably near colleges, malls, corporate offices and popular marketplaces.
PROMOTION
Online Advertising – cost saving promotions using Facebook and google and other social networking sites.
Tie-ups- For deals with Groupon and MyDealsMyDay
Customer check-ins.
Sales Promotion- Customer Loyalty Cards to reward the loyal customers and attract new ones.
Happy Hours- during non-peak hours to attract increased sales.
PROCESS
Following the established trends conventional ordering and delivering process of self-service has been implemented in our store.
Also, we have a flexible delivery process, where we wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on his/her table.
PEOPLE
The focus is laid on two of our main stakeholders i.e employees and consumers.
o Employees- Our principle is “don’t work for us ,work with us “.It promotes self-belongingness and employee retention.
o Customers- We believe in “Building Relationships“ with our customers. It promotes brand loyalty and brand promotion.
PHYSICAL EVIDENCE
When customers enter our café they see clean, friendly environment, cozy chairs, sofas, tables, book shelves, bright and “tasty” show case with those alluring pastries and sandwiches , menu with tempting coffee pictures.
They see our smiling welcoming staff and hear light nice music which makes it’s atmosphere of the “place to be”.
THANK YOU
P.S- HOPE TO SEE YOU AT COFFEE KINGS