2. History
•The term marketing mix was coined
in an article written by Neil Borden
called “The Concept of the
Marketing Mix.”
•The marketer, E. Jerome
McCarthy, proposed a four Ps
classification in 1960
•Robert F. Lauterborn proposed a
four Cs classification in 1993
6. 7Ps & 7Cs
The 7 Ps The 7 Cs
Organisation Customer Facing
Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation
7.
8. •C850 : First known discovery of
coffee berries
•1600 : Coffee enters to Europe
through the port of Venice
•1654 : The first coffee house opens
in Italy
•1750 : One of Europe’s first Coffee
house
•1822 : Prototype of 1st espresso
machine is created in France
•1908 : Invention of the world’s 1st
drip coffee maker
•Feb, 2000: First Barista Lavazza at
Basant Lok, New Delhi
9. Coffee-story
• 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
10. 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
12. 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
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. • 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. Physical Evidence
– Logo, colors 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
flavors
• Prefers snacks rather than meals
17. Advertising Situation
– 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
