MARKETING STRATEGY OF CAFÉ BEAN

Submitted By: Archit Garg Anubhav Agarwal Rachit Pahuja Rahul Vij

OBJECTIVES

• Café Bean as Global brand.• Café Bean Market Analysis.• Identify its customers.• Present the Market Message for Customers.• Café Bean Market Strategy.• Café Bean Action Plan and Conclusion.

MARKETING MESSAGE

•DISCOVER MORE, EXPLORE MORE, CREATE MORE WITH JUST A SIP.

CAFÉ BEAN AS GLOBAL ENTERPRISE

• Café Bean is launched in competition to brands like Costa coffee and Starbucks.

• The brand is launching itself in 2016 in the following places: India, Sri Lanka and UAE.We will expand the business in the coming years.

• It is a brand of specialty coffee in the world.• It serves brewed coffee, espresso-based hot

drinks, snacks, mugs and coffee beans.

MARKETING ANALYSIS OF BRANDSCOMPETITOR QUALITY PRICE SERVICES AWARENESS

STARBUCKS Excellent High Very Good Poor

BARISTA Good High Very Good Very Good

COCO VERANDA Good High Average Average

COFFEE BEAN AND TEA LEAF

Good High Average Very Good

MC DONALDS Average Low Average Average

CHOCO LUV Average Average Poor Average

THE COMMONS COFFEE HOUSE

Average High Average Poor

BREAD TALK Good High Very Good Average

CAFÉ BEAN MARKET ANALYSIS

SWOT ANALYSISSTRENGTHSGlobal researchQuality productsProfitable organizationStrong financial foundationVisionary leader

WEAKNESSHigh price

Importing roasted coffeeKnown only for coffee

OPPORTUNITIESLaunching new productsSkilled Labour marketMore tourist attractionUse of social media network

THREATSCultural & Political issues

Real State cost and laws in Sri LankaEconomic down turns

Health cautious customers

OBJECTIVES & GOALS Open 50 outlets in 2 years

Gain 75% of market share in 4 years

Increase market revenue by 5% each year

Increase brand awareness

1000 - 3000 number of new customers within first month

Capturing 5,000 + Facebook likes within first two months

Number of returning customers 30% in 1 year

Become a super brand in 5 – 7 years

CAFÉ BEAN MARKETING STRATEGY

• Target Market

• Age group: 18 – 40

• Lifecycle: Young and adults.

• Gender: Male and female.

• Occupation: College students, persons in managerial, executive, and professional positions.

• Income: Middle and higher income earners.

• Location: India, Sri Lanka and UAE

CAFÉ BEAN MARKETING STRATEGY

• Positioning Price High

Price low

High perceived qualityLow Perceived Quality

CAFE BEAN MARKETING STRATEGY

• PRODUCT • Customized coffee (However you want).• PHYSICAL• Modern furniture, uniform, sign boards, non smoking, kids play area, music, free wifi.• PROCESS• Quick service, customized cups with name, collect suggestions and feedback from

customers.• PRICE• Higher than others (Rs.200 for tall, Rs.275 for grand Rs.320 for super).• STAFF• Active, skilled staff.• PROMOTION• Social media, Free samples, Credit card discounts.• LOCATION• Accessibility, availability.

FUTURE PROSPECTIVE

Café Bean as a Global Chain.

Better Brand Positioning.

Reputed Brand Image.

Providing job opportunities to people of different age groups.

ADVERTISING

• “WE PROVIDE THE BEST.” is the quote that you’ll find on the cup of café bean.

• Our promotional campaign introduces the different types of coffee available at CAFÉ BEAN only which are as follows: Toffee Latte, classic frappe, bean crush cappuccino and so on.

• Moreover, CAFÉ BEAN provides an option of Customizing your cup of coffee by adding the flavor of your choice to the respective cappuccino and frappe.

CONCLUSION

This business plan introduced Café Bean to the

markets of Sri Lanka, India and UAE . We

presented information about the marketing

message, market analysis, market strategy,

objective and presented the action plan.

CAFÉ BEAN A SIP MAKES A DIFFERENCE.

THANK YOU!