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Microsoft Power Point   Barista [Compatibility Mode]
Coffee-story
Coffee-
• Previously only a South-Indian drink

• Confined to the Rich Brahmin class

• Places for lawyers and educated class to hold
  discussions

• The drink has now become more of a concept
Coffee-story
Coffee-
• Café bars have flocked like CCD, Barista,
  Mocha, Qwiky’s etc

• Became famous and even 5 star hotels started
  cashing on it.

• Coffee houses started emerging at various places
  in the country
Coffee Café Industry
   • Individual Café

   • Hotel Café

   • Retail Café Chains
Global Coffee Giants Eye
          India
 • Market expansion on a faster rate

 • Urbanization is expanding

 • Coffee drinking – fashion

 • Growth in the disposable income
Marketing Scenario
Marketing Situation
  • 6% annual growth rate in the past 6 years in the
    coffee industry
     *Source: Coffee Board of India

  • India ranks 5th largest coffee producers

  • 3 % of the world coffee production

  • Export 80 % of the total produce.
Marketing Situation
  • niche coffee retail format is growing at 10 to 12
    per cent a year.

  • Organized coffee retail business – Rs 2.5 bn

  • coffee consumption in India has increased from
    55,000 tonnes to 75,000 tonnes in the last three
    years
Barista – Corporate
                Profile
 • Established in 1999

• Spotted immense potential growth in café palours

• Exists in 22 cities and operates over 140 outlets
  nationally
Barista – Corporate Profile
  • Has opened 100 outlets countrywide over last
    2 yrs
  • Marked its presence in Sri Lanka and Dubai
    too
  • Now targeting 22 international outlets
    including Bangladesh, Bahrain, Qatar,
    Oman and Kuwait
Product Life Cycle
                                   Maturity
                                                  Sales Decline
Product,
                          Growth
Sales, Profit




                  Intro
                                                                  Growth




                               Break Even Point
                LOSS                                  Time
Marketing 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
Marketing 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
Marketing Mix
• People
   – Well trained employees – to be polite pleasant and
     positive
   – 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
Marketing Mix
• Physical Evidence
   – Logo, colours and images
   – Décor and architecture
   – Literature


• Place
   – Outlets located in strategic locations
   – Generally located at High Street/Family
     entertainment centers', in and around malls and
     cinemas and offices
“I may be young, But
   please take me
     Seriously”
   Youth – between 15-35 yrs
 •
   Students form a majority of customer base
 •
   Likes to be in group
 •
   Likes to sit, talk and relax
 •
   Drinks a cup of Gourmet coffee with added
 •
   flavours
 • Prefers snacks rather than meals
SWOT
• Strength
   – Strong Brand Image
   – Excellent Human Resource
   – Ambience and décor
   – Strong base for expansion and growth


• Weakness
   – Average Taste and Quality of Products
   – Perceived as an expensive brand
   – Inconvenient delivery process
SWOT
• Opportunities
   – Strong brand recall
   – Presence of huge number of outlets
   – Pricing


• Threats
   – Coffee substitute
   – Rise in the cost of coffee and dairy products
   – Competition from national and international players
Problem
• Clutter – difficult to differentiate between different
  brands
• Lack of loyalty among customers
    – “I go to CCD when I want to have decent savouries & enjoy
      cold frappes and chill out with friends”
                                             - Dhiral Parmar

    – “ I go to Barista when I want to enjoy the rich flavoured
      coffee and the tempting desserts”
                                           - Ankesh Bansal

    – “CCD and Mocha are more cozy while Barista has this
      formal atmosphere”
                                            - Mitali Patel
Objective
• 1 year strategy

  –Increase the footfalls by 30%
Strategy
• Repositioning
   – Position Barista as a niche coffee bar for the
     professionals


• Promotions
  – Events adelicious
   – Co-sponsor a program on CNBC TV 18 like All
     About Ads
   – Experiential Marketing
Adelicious
    Marketing Strategy
coffee with your bread n butter!!
Adverti
  sing
Situation
 Problem
Objective
 Strategy
Situation                                  FCB Model

                               High Involvement




                            Café Mocha




                                 Barista

Rational                                          Emotional


                                           CCD




           Georgia Coffee
                                Qwiky’s

                               Low Involvement
Perceptual Mapping
                                       High Price




                    Café Mocha




  Casual Ambience                                             Formal Ambience


                                                    Barista




                                 CCD




                                       Low Price
Perceptual Mapping            High Price




                                           Café Mocha




   Rich Quality                                         Poor Quality


                        Barista




                  CCD




                              Low Price
Brand 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
BRAND IDENTITY PRISM: THE JNK MODEL
                                            SENDER




        Italian , Vibrant,                                      Young ,
                                                                Sophisticated,
                                                                casual
                                               Personality
                                  Physique



EXTERNALISATION
                                                                        INTERNALISATION
                             Relationship            Culture
  Music lovers
                                                                          non-
                                                                Friendly, non-intrusive
           Guitar-
  hangout, Guitar-                      BARISTA
  the symbol of
  Music

                                 Reflection    Self-Image

          Sophisticated,                                       For the upward class,
          calm                                                 wanting to have casual
          environment,                                         environment to chat

                                       RECEIVER
Advertising Situation
  • Current Promotions
     – Press, TV and radio

     – Rely more on sponsorships and strategic alliances
       (Major events with colleges)

     – Collaborations – Leo Mattel toys (Scrabble)

     – Strategic tie-ups – Star Group, Elle 18
Advertising Situation
   • Competitors Promotions
      – Café Citizen Card
      – Association with movies
      – Contests with brands like levis, Airtel Friends, Pep
        Scooty, etc
      – Event Ticket sales like Enrique, Bran Adams, Elton
        John
• Advertising Problems
   – Limited Budget
   – Clutter


• Objectives
   – Change the confused current image of Youth
     appealing Cafes to Corporate Cafes
Strategy
• 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
Creative Strategy
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Microsoft Power Point   Barista [Compatibility Mode]
Hope you Enjoyed!!

  Black as devil,
    Hot as hell,
 Pure as the angel
   Sweet as Love,
… that’s how I like my
       coffee!!

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Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 

Microsoft Power Point Barista [Compatibility Mode]

  • 2. Coffee-story Coffee- • Previously only a South-Indian drink • Confined to the Rich Brahmin class • Places for lawyers and educated class to hold discussions • The drink has now become more of a concept
  • 3. Coffee-story Coffee- • Café bars have flocked like CCD, Barista, Mocha, Qwiky’s etc • Became famous and even 5 star hotels started cashing on it. • Coffee houses started emerging at various places in the country
  • 4. Coffee Café Industry • Individual Café • Hotel Café • Retail Café Chains
  • 5. Global Coffee Giants Eye India • Market expansion on a faster rate • Urbanization is expanding • Coffee drinking – fashion • Growth in the disposable income
  • 7. Marketing Situation • 6% annual growth rate in the past 6 years in the coffee industry *Source: Coffee Board of India • India ranks 5th largest coffee producers • 3 % of the world coffee production • Export 80 % of the total produce.
  • 8. Marketing Situation • niche coffee retail format is growing at 10 to 12 per cent a year. • Organized coffee retail business – Rs 2.5 bn • coffee consumption in India has increased from 55,000 tonnes to 75,000 tonnes in the last three years
  • 9. Barista – Corporate Profile • Established in 1999 • Spotted immense potential growth in café palours • Exists in 22 cities and operates over 140 outlets nationally
  • 10. Barista – Corporate Profile • Has opened 100 outlets countrywide over last 2 yrs • Marked its presence in Sri Lanka and Dubai too • Now targeting 22 international outlets including Bangladesh, Bahrain, Qatar, Oman and Kuwait
  • 11. Product Life Cycle Maturity Sales Decline Product, Growth Sales, Profit Intro Growth Break Even Point LOSS Time
  • 12. Marketing 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
  • 13. Marketing 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
  • 14. Marketing Mix • People – Well trained employees – to be polite pleasant and positive – 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
  • 15. Marketing Mix • Physical Evidence – Logo, colours and images – Décor and architecture – Literature • Place – Outlets located in strategic locations – Generally located at High Street/Family entertainment centers', in and around malls and cinemas and offices
  • 16. “I may be young, But please take me Seriously” Youth – between 15-35 yrs • Students form a majority of customer base • Likes to be in group • Likes to sit, talk and relax • Drinks a cup of Gourmet coffee with added • flavours • Prefers snacks rather than meals
  • 17. SWOT • Strength – Strong Brand Image – Excellent Human Resource – Ambience and décor – Strong base for expansion and growth • Weakness – Average Taste and Quality of Products – Perceived as an expensive brand – Inconvenient delivery process
  • 18. SWOT • Opportunities – Strong brand recall – Presence of huge number of outlets – Pricing • Threats – Coffee substitute – Rise in the cost of coffee and dairy products – Competition from national and international players
  • 19. Problem • Clutter – difficult to differentiate between different brands • Lack of loyalty among customers – “I go to CCD when I want to have decent savouries & enjoy cold frappes and chill out with friends” - Dhiral Parmar – “ I go to Barista when I want to enjoy the rich flavoured coffee and the tempting desserts” - Ankesh Bansal – “CCD and Mocha are more cozy while Barista has this formal atmosphere” - Mitali Patel
  • 20. Objective • 1 year strategy –Increase the footfalls by 30%
  • 21. Strategy • Repositioning – Position Barista as a niche coffee bar for the professionals • Promotions – Events adelicious – Co-sponsor a program on CNBC TV 18 like All About Ads – Experiential Marketing
  • 22. Adelicious Marketing Strategy coffee with your bread n butter!!
  • 23. Adverti sing Situation Problem Objective Strategy
  • 24. Situation FCB Model High Involvement Café Mocha Barista Rational Emotional CCD Georgia Coffee Qwiky’s Low Involvement
  • 25. Perceptual Mapping High Price Café Mocha Casual Ambience Formal Ambience Barista CCD Low Price
  • 26. Perceptual Mapping High Price Café Mocha Rich Quality Poor Quality Barista CCD Low Price
  • 27. Brand 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
  • 28. BRAND IDENTITY PRISM: THE JNK MODEL SENDER Italian , Vibrant, Young , Sophisticated, casual Personality Physique EXTERNALISATION INTERNALISATION Relationship Culture Music lovers non- Friendly, non-intrusive Guitar- hangout, Guitar- BARISTA the symbol of Music Reflection Self-Image Sophisticated, For the upward class, calm wanting to have casual environment, environment to chat RECEIVER
  • 29. Advertising Situation • Current Promotions – Press, TV and radio – Rely more on sponsorships and strategic alliances (Major events with colleges) – Collaborations – Leo Mattel toys (Scrabble) – Strategic tie-ups – Star Group, Elle 18
  • 30. Advertising Situation • Competitors Promotions – Café Citizen Card – Association with movies – Contests with brands like levis, Airtel Friends, Pep Scooty, etc – Event Ticket sales like Enrique, Bran Adams, Elton John
  • 31. • Advertising Problems – Limited Budget – Clutter • Objectives – Change the confused current image of Youth appealing Cafes to Corporate Cafes
  • 32. Strategy • 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
  • 48. Hope you Enjoyed!! Black as devil, Hot as hell, Pure as the angel Sweet as Love, … that’s how I like my coffee!!