THE WORLD CAFÉ

GROUP MEMBERS

• Amit Goel - A031

• Anjali Daga - A025

• Shekhar Agarwal - A005

• Rishi Agarwal - A004

• Aniruddh Bhayani - A020

VISION AND MISSION STATEMENT

VISION

• Our vision is to become one of the most exotic and premium brands in the organised coffee market

MISSION STATEMENT

• Commitment to the continuous development and training of our staff

• Commitment to our Vision

CORPORATE MISSION

• To capture 10% market share in 1 year

POTENTIAL25% growth

85gm per capita as compared to 4.6 capita on average in France,

Germany, UK

SEASONALITYAll seasons

GROWTH25% growth of organised Cafe

GEOGRAPHICAL SPREAD

All metros and 2 tier locations

MARKET ANALYSIS

SIZERs.1100 Crore Organised Cafe

Market

CONSUMER ANALYSIS

GROWTH• Youngsters growth from 50% in 2011 to 55% in 2015• Per capita consumption of coffee 85 gms in india4.6kg France 6kg US

PERCEPTION• Starbucks is considered to be a world class brand• CCD is perceived to be more available

PREFERENCES• Good Ambience• Privacy• Good Seating• Fast service

COMPETITOR ANALYSIS

DIRECT

• CCD market share - 50%

Has over 1500 Outlets in over 350 locations.

• Starbucks - 15%

Limited outlets as comparatively new.

World renowned fame

Status symbol

• Barista - 5%

Exclusive Overpriced coffee.

INDIRECT

• Mad Over Donuts

• Dunkin Donuts

COMPETENCY ANALYSIS

STRENGTHSWorldwide coffee

varietyTwo minute service

WEAKNESSESNew entrant in coffee

segmentPremium prices

THREATSEasy availability of

alternatives

OPPORTUNITIESAdding more varietiesHuge market potential

MARKETING PROBLEM

• Brand Establishment

• Existing Competition

• Hidden Costs

• Unpredictable Audience

OBJECTIVES

Short term:

• To have 60% occupancy within 6 months

Long term:

• To establish a brand & open multiple chains in metros

TOUCH POINT ANALYSIS

POP Good service Music Good Food

POD Ipad MenuThemed interior

Worldwide coffee

POEGood

ambienceA place to

relaxStatus symbol

VALUE PROPOSITION

BRAND ASSOCIATIONS

Worldwide CoffeeGood Ambience Ipad Menu

Worldwide Coffee

STRATEGY

WORLDWIDE COFFEE

making a world of a difference

DIFFERENTIATION

SEGMENTATION

Need Based Price Status Ambience Service

Age 15-25 25-50 50+

Income 3-5 lacs 5-10 lacs 10-50 lacs 50 lacs +

TARGETING

ATTAINABILITYBreak even

expected in two years

CAPITAL COST1 Crore

(incl. marketing cost)

GROWTH15 - 20% per

annum

REACHABILITYUrbanTourist

PROFITABILITY50% per annum as per objective

BRAND VALUE PYRAMID

Statussymbol

A place to relax

Refreshing

Worldwide Coffee

TACTICS

• Place - Breach Candy

• Area - 1000 sq. ft.

• Seating capacity - 60 people

• Exclusive board games - Chess, scrabble, monopoly

• Timing: 8 AM to 12:30 AM

• Free Wi-Fi

PRODUCTS

• Brazil

• Vietnam

• Columbia

• Indonesia

• Ethiopia

• India

• Mexico

• Guatemala

• Honduras

• Uganda

• Costa Rica

• El Salvador

• Kenya

• Cameroon

• Cuba

Coffee from all over the world

BUYER READINESS STAGE

Awareness

Knowledge

Liking

Preference

Conviction

IMC OBJECTIVE

FEEL THINK DO

IMC

Logo

Tagline - Worldwide Coffee. Making a world of a difference

Projected sales for the first year - 30 lacsIMC budget - 10 % - 3 Lacs

Target audience - Innovators & Early adopters

Above The Line

• Radio

• Print

• Local Newspaper

• Magazines

Below The Line

• Internet advertising - *Near me

• Facebook

• Google

• Viral Marketing - Video ads

PROMOTIONS (IMC)

BELOW THE LINE

• Word of Mouth

• Word of Mouse

• Online - Burrp, Zomato, Justdial.

• Consumer Promotion

• Discounts, Corporate Tie - ups,

• Loyalty Plans

THANK YOUTHE WORLD CAFÉ