Microsoft power point internet history and growth [compatibility mode]
Microsoft Power Point Barista Compatibility Mode2476
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CoffeeCoffeeCoffeeCoffee----storystorystorystory Previously only a South-Indian drink
Confined to the Rich Brahmin class
aces or awyers an e uca e c ass o odiscussions
The drink has now become more of a concept
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CoffeeCoffeeCoffeeCoffee----storystorystorystory Caf bars have flocked like CCD, Barista,
Mocha, Qwikys etc
Became famous and even 5 star hotels started
cashing on it.
Coffee houses started emerging at various placesin the country
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Coffee Caf IndustryCoffee Caf IndustryCoffee Caf IndustryCoffee Caf Industry
Individual Caf
Hotel Ca
Retail Caf Chains
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Global Coffee Giants EyGlobal Coffee Giants EyGlobal Coffee Giants EyGlobal Coffee Giants Ey
IndiaIndiaIndiaIndia
Market expansionexpansionexpansionexpansion on a faster rate
UrbanizationUrbanizationUrbanizationUrbanization is e andin
Coffee drinking fashionfashionfashionfashion
Growth in the disposable incomedisposable incomedisposable incomedisposable income
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Marketing ScenarioMarketing ScenarioMarketing ScenarioMarketing Scenario
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Marketing SituationMarketing SituationMarketing SituationMarketing Situation
6%6%6%6% annual growth rate in the past 6 years in the
coffee industry*Source: Coffee Board of India
India ranks 5th largest coffee producersproducersproducersproducers
3 %3 %3 %3 % of the world coffee production
Export 80 %80 %80 %80 % of the total produce.
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niche coffee retail format is growing at 10 to 1210 to 1210 to 1210 to 12
per centper centper centper cent a year.
Marketing SituationMarketing SituationMarketing SituationMarketing Situation
.... coffee consumptionconsumptionconsumptionconsumptionin India has increased from
55,000 tonnes to 75,000 tonnes in the last threeyears
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BaristaBaristaBaristaBarista CorporateCorporateCorporateCorporate
ProfileProfileProfileProfile Established in 1999199919991999
Spotted immense potential growthgrowthgrowthgrowth in caf palours
E ists in citiescitiescitiescities and o erates over 1 0 outlets
nationally
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BaristaBaristaBaristaBarista Corporate ProfileCorporate ProfileCorporate ProfileCorporate Profile
Has opened 100 outlets100 outlets100 outlets100 outlets countrywide over last2 yrs
Marked its presencepresencepresencepresence in Sri Lanka and Dubai
too Now targetingtargetingtargetingtargeting22 international outlets
including Bangladesh, Bahrain, Qatar,Oman and Kuwait
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Product Life CycleProduct Life CycleProduct Life CycleProduct Life Cycle
Product,
Sales, Profit
Sales Decline
Maturity
Growth
TimeBreak Even PointLOSS
n roGrowth
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Marketing MixMarketing MixMarketing MixMarketing Mix Product
Coffee & Tea (Flavours) Smoothies Sandwiches Desserts
Croissants Quality Check
Every 14 days Incorporates TQM at its headquarters
Merchandise Primarily, appeals to traditional coffee lovers
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Marketing MixMarketing MixMarketing MixMarketing Mix Pricing
10% higher than Competitors Prices are lowest they have ever been High COGS because of Import duties
Process Self Service
Positioning Where the world meets
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Marketing MixMarketing MixMarketing MixMarketing Mix People
Well trained employees to be polite pleasant andpositive Consistent service at every outlet Average age 22yrs Ensure to have quiet, uninterrupted visit Uniforms are in sober shades of brown and orange
Promotion Sales Promotion
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Marketing MixMarketing MixMarketing MixMarketing Mix Physical Evidence
Logo, colours and images Dcor and architecture
Place Outlets located in strategic locations Generally located at High Street/Family
entertainment centers', in and around malls andcinemas and offices
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may e young, umay e young, umay e young, umay e young, u
please take meplease take meplease take meplease take meSeriouslySeriouslySeriouslySeriously
Youth between 15-35 yrs Students form a majority of customer base
Likes to sit, talk and relax Drinks a cup of Gourmet coffee with added
flavours Prefers snacks rather than meals
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SWOTSWOTSWOTSWOT StrengthStrengthStrengthStrength Strong Brand Image
Excellent Human Resource Ambience and dcor Stron base or e ansion and rowth
WeaknessWeaknessWeaknessWeakness
Average Taste and Quality of Products Perceived as an expensive brand Inconvenient delivery process
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SWOTSWOTSWOTSWOT OpportunitiesOpportunitiesOpportunitiesOpportunities
Strong brand recall Presence of huge number of outlets Pricin
ThreatsThreatsThreatsThreats
Coffee substitute Rise in the cost of coffee and dairy products Competition from national and international players
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ProblemProblemProblemProblem
ClutterClutterClutterClutter difficult to differentiate between differentbrands
Lack of loyaltyloyaltyloyaltyloyalty among customers I go to CCD when I want to have decent savouries & enjoy
cold frappes and chill out with friends-DhiralParmar
I go to Barista when I want to enjoy the rich flavouredcoffee and the tempting desserts
-AnkeshBansal
CCD and Mocha are more cozy while Barista has thisformal atmosphere
-MitaliPatel
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ObjectiveObjectiveObjectiveObjective
1 year strategy1 year strategy1 year strategy1 year strategy
Increase t e oot a s y 30%
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StrategyStrategyStrategyStrategy Repositioning
Position Barista as a niche coffee bar for theprofessionals
Promotions Eventsadeliciousadeliciousadeliciousadelicious
Co-sponsor a program on CNBC TV 18 like AllAbout Ads Experiential Marketing
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Marketing StrategyMarketing StrategyMarketing StrategyMarketing StrategyAdeliciousco f f e e w i th y o ur b r ea d n b ut te r ! !
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AdvertiAdvertiAdvertiAdverti
singsingsingsingSSSSituation
PPPProblem
OOOObjectiveSSSStrategy
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SituationSituationSituationSituationHigh Involvement
Caf Mocha
FCB ModelFCB ModelFCB ModelFCB Model
Low Involvement
EmotionalRational
Barista
CCD
Qwikys
Georgia Coffee
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Perceptual MappingPerceptual MappingPerceptual MappingPerceptual Mapping
Caf Mocha
High Price
Low Price
Formal AmbienceCasual Ambience
Barista
CCD
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Perceptual MappingPerceptual MappingPerceptual MappingPerceptual Mapping
Caf Mocha
High Price
Low Price
Poor QualityRich Quality
Barista
CCD
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Brand ImageBrand ImageBrand ImageBrand Image
Brand for anyone who loves coffee
Where the World meets
Appeal to anyone in the 14-60 age group that
loves good coffee and looks for a nice quiet time
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BRAND IDENTITY PRISM: THE JNK MODEL
Italian , Vibrant,Italian , Vibrant,Italian , Vibrant,Italian , Vibrant, Young ,Young ,Young ,Young ,Sophisticated,Sophisticated,Sophisticated,Sophisticated,casualcasualcasualcasual
SENDER
Physique Personality
For the upward class,For the upward class,For the upward class,For the upward class,wanting to have casualwanting to have casualwanting to have casualwanting to have casualenvironment to chatenvironment to chatenvironment to chatenvironment to chat
Sophisticated,Sophisticated,Sophisticated,Sophisticated,calmcalmcalmcalmenvironment,environment,environment,environment,
Music loversMusic loversMusic loversMusic lovershangout, Guitarhangout, Guitarhangout, Guitarhangout, Guitar----the symbol ofthe symbol ofthe symbol ofthe symbol ofMusicMusicMusicMusic
Relationship Culture
BARISTABARISTA
Reflection Self-Image
RECEIVER
EXTERNALISATIONINTERNALISATION
Friendly, nonFriendly, nonFriendly, nonFriendly, non----intrusiveintrusiveintrusiveintrusive
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Advertising SituationAdvertising SituationAdvertising SituationAdvertising Situation Current PromotionsCurrent PromotionsCurrent PromotionsCurrent Promotions
Press, TV and radio
Rel more on s onsorshi s and strate ic alliances
(Major events with colleges)
Collaborations Leo Mattel toys (Scrabble)
Strategic tie-ups Star Group, Elle 18
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Advertising SituationAdvertising SituationAdvertising SituationAdvertising Situation Competitors Promotions
Caf Citizen Card
Association with movies
Contests with brands like levis, Airtel Friends, Pep
Scooty, etc
Event Ticket sales like Enrique, Bran Adams, EltonJohn
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Advertising ProblemsAdvertising ProblemsAdvertising ProblemsAdvertising Problems Limited Budget Clutter
ObjectivesObjectivesObjectivesObjectives Change the confused current image of Youth
appealing Cafes to Corporate Cafes
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StrategyStrategyStrategyStrategy Media 1 year
Print All India Newspapers and Magazines 2 cr
Outdoors 1 cr
Tent cards, danglers and posters within the outlets
5 lacs
Internet Barista Community & Barista Blog
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rea ve ra egyrea ve ra egyrea ve ra egyrea ve ra egy
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BlackBlackBlackBlack as devil,
HotHotHotHot as hell,
Hope you Enjoyed!!
SweetSweetSweetSweet as Love,
thats how I like mymymymycoffee!!coffee!!coffee!!coffee!!