Coffee shop (santosian cafe)

SANTOSIAN CAFE‘From our plantation to your cup’

GROUP MEMBERS

LEENA AGARWAL – 003

PRANAY AGARWALA – 007

ABHILASH AGRAWAL – 008

SIDDHARTH BENGANI – 018

DIPYESH GOYAL – 034

KAVISH JAIN - 044

MEENAKSHI JAIN - 046

INTRODUCTION

Coffee is one of the world’s most popular beverages. Some claim it is the most widely consumed liquid in the world aside from water.

Coffee is more than a beverage, however, it is a memory, an anticipation, a lifetime of consoling moments of the modest pleasure woven into our lives.

In India, the coffee consumption is around 22% in compare to other beverages and our vision is to become the leading beverage service provider in India by delivering total customer satisfaction.

VISION AND MISSION

VISION:-

Our vision is to be the leading food and beverages service provider in India by delivering total customer satisfaction through :-• Quality• Cleanliness• Friendly Staff

MISSION STATEMENT:-

• Commitment to the continuous development of our staff.• Good corporate citizenship and supporting development of

the society.

MARKETING PLAN FOR SANTOSIAN CAFE

Marketing Plan

Situation Analysis

Problems

Objectives

Strategy

Tactics

SITUATIONAL ANALYSIS

MARKET ANALYSIS

Size12 Bn Beverage Market.

GrowthCoffee retail business to grow at

35% pa.

PotentialIncremental growth potential

of 7% per year.

Geographical SpreadIn and around Mumbai.

SeasonalityAll seasons.

SWOT ANALYSIS

STRENGTH

Quality ProductFriendly EnvironmentConvenient Area

WEAKNESS

Existing CompetitorsLess Capital

OPPORTUNITIES

Developing new products and services.Automatic coffee makers introduced in market.

THREATS

Govt. rules & regulations.

COMPETENCY ANALYSIS

COMPETITOR ANALYSIS

MARKET SHARE

Café Coffee Day – 77.9 % Coffee Bean – 1.3 %Barista – 13.2 % Starbucks – 1.3%Costa Coffee – 5.6% Gloria Jeans – 0.46 % Approximate Figures

STRATEGIES

CCD and Barista operates at all the locations.Starbucks,Costa Coffee and Gloria Jeans operate at all prime locations.

CONSUMER ANALYSIS

CONSUMPTION PATTERN

-Leisure Time - Youth Hangout -To chill out

CONSUMER INSIGHTS

-Occasions -Different Flavours

CONSUMER PREFERENCES

-Hot coffee -Cold Coffee -Light Snacks with Coffee

PROBLEMS

Major Market Players

Direct Imports of Coffee Beans

Building Brand Image

Fewer Outlets

OBJECTIVE

To improve occupancy rate by 40% in next 1 year.

Touch Point Analysis

Brand Association:-

Ambience

Menu

Music

Fast Service

Point of Parity Food. Music. Seating Arrangement.

Point of Differentiation Wi-Fi Aqua Zone No Silent Zone Point of Emotion Place to chill out.

STRATEGY

DIFFERENTIATION

USP

Aqua Zone

No Silent Zone

Give me a Hi-Fi,we have a free Wi-Fi.

SEGMENTATIONPSYCHOGRAPHICS

BENEFITS Price Ambience Status

Age 16-24 25-35 <36

Income

Sec A Sec B Sec C

LEV

ELS

TARGETING

Students

Youngsters

Middle/High Class

POSITIONING

SANTOSIAN CAFE offers something which our competitors doesn’t offer. Such as AQUA ZONE

and NO SILENT ZONE.

TACTICSPRICE

PENETRATION

PLACE

PRODUCT

COFFEE,SANDWICHES,BURGERS,COOKIESPASTRIES AND OTHER BEVERAGES.

IN AND AROUND MUMBAI(COLLEGE AREAS).

PHYSICAL ENVIRONMENT NO SUCH SPECIFIC ENVIRONMENT

TACTICS

Promotion IMC

ABOVE THE LINE BELOW THE LINESocial Networking

SitesPR

Word Of Mouth

Hoardings

Live Events

People

Targeting people from an age between 16-35.

BRAND VALUE PYRAMID

Features and Attributes.

Functional Benefits

Emotional Benefits

SelfExpressiv

e

Place to chill out.

Ambience.Aqua Zone.

FOOTE CONE BELDING GRID

HIGH INVOLVEMENT

LOW INVOLVEMENT

RATIONAL EMOTIONAL

SANTOSIAN CAFE

SUSTAINABLE COMPETITIVE ADVANTAGE

We will keep introducing new flavors at regular intervals and will have a flavor of the month which will attract more customers.

We will import huge amount of coffee beans from Brazil which will lead to reduction of cost.

As our tag line already says that our coffee beans are directly imported from BRAZIL so the flavor of our coffee would be different from others competitors.

We will organize events to promote our café.

We will advertise through Newspapers, Events, PR and Word of Mouth.

HIERARCHY OF DIFFUSION

As our main target audience is students and youths therefore they are the major contributors to the innovators and early adaptors.

These are Sec A and Sec B people who are ready to experiment new things in the market.

BUDGETCOST, TURNOVER & BREAKEVEN

Initial Capital: Rs. 3 crores

Advertising: Rs 5-10 lacs

Annual Turnover: Daily 200 people * Average Price (500-600) Annual Turnover = 200*600*30*12 = Rs.

4,32,00,000 Breakeven within 1 year

THANK YOU!

We have prepared this presentation just after one lecture by Prof. Aughi Dalton. Kindly

bear with us.