marketing final project on coffee shop

A COFFEE SHOPA COFFEE SHOP
PROJECTPROJECT
Submitted By:
ABDUL WAHAB
ABDULLAH TOHEED
MUHAMMAD TAYYAB
ABDUL BASIT
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A bundle of need satisfying tangible and
intangible attributes offered to a buyer by a
seller.
or
Something produced by human or
mechanical effort or by a natural process.
Product
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New product
Products which are “NEW” in one or other
of two, new to a company or new to a
market. They include existing products
which have been improved or revised,
brand extensions, additions to existing line,
repositioned products targeted at to new
markets, and new to the world products..
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New-Product Development
Process
Idea Generation
Idea Screening
Concept Development
And Testing
Market Strategy & Development
Product Development
Market testing
Business Analysis
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Commercialization

Idea Screening
 Because winter coffee/ tea seems good
 Then we focused on small café/ Shop
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Introduction: The Concept
 Coffee a very popular beverage among
Dist. Rahim Yar Khan.
 Presence and success of Cafés specializing
in coffee. Example: Café D’bono, Coffee
Mart
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Introduction: The Concept
 Success of coffee and cafés in tea drinking
Cities, ex: Lahore, Rawalpindi, Bhawalpur,
Multan etc.
 Therefore test the feasibility of Coffee and
Coffee house in coffee drinking country
Pakistan, specifically in the Punjab area.
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We are doing a….
For Coffee Shop…
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Purpose of Survey
 Peoples likes Coffee?
 Which time they take Coffee?
 How much time they take Coffee in a daily/ weekly/
monthly routine?
 Favorite aspects about going out to a Coffee shop?
 Which type of Coffee shop Peoples like?
 How much price people spend on average for Coffee?
 When people were going to a Coffee shop they go & not
buy coffee, what is people alternative?
 Is there need for a new Coffee shop in this city?
 Should there be free home delivery?
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Peoples Remarks About Survey
 Mostly peoples say’s “Yes”….
 In Evening & Night….
 They take Coffee in Weekly basis….
 Different Peoples have Different Aspects about going out
Coffee Shop….
 They like independent Coffee shops….
 Peoples average spend Rs.80-100….
 Peoples were buy Shakes/ Juices/ Tea/ Cold drink….
 Peoples say’s “Yes” ….
 Mostly Peoples says “Yes”….
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Development & Testing
 Samples :100 mugs
 Location: Dist. Rahim Yar Khan.
 Collected at work places and colleges
(Superior College And Offices And
Marriage Halls.(Bar B.Q Tonight/ Hotel Faran/ Levish Hotel/
Sajawal Marriage Hall ))
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Survey
Demographic info of respondents
GENDER
Female
39%
male
61%
AGE
18-30
53%
31-40
26%
41-55
20%
55-above
1%
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Target Market Analysis: Age
 Decision to visit a Coffee Shop is
independent of the age of a person?
 Decision to visit Coffee Shop depends on
the age of a person.
 Conclusion: People in the age group of 18
to 30 will necessarily visit a Coffee Shop
in Weekly.
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Impact of Age on Visit to Coffee Shop
0 10
47
74
80
99
53
26
20
0
20
40
60
80
100
120
Under 18 18 - 30 31 - 40 41 - 55 Over 55
Age
Percentage
Will not Visit
Will Visit
Note : Number of respondents under age of 18 = 0 & over age of Over 55 = 1
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Target Market Analysis: Gender
dependent on the gender of a person?
independent of the gender of the person.
Conclusion: No indication that a particular
gender group would be more inclined to
visit a Coffee Shop, than another group.
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Impact of Gender on Visit to Coffee Shop
39
61
61
39
0
20
40
60
80
100
120
Female Male
Gender
Percentage
Will Not Visit
Will Visit
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Survey
OCCUPATION
Student
40%
Working Professional
57%
Others
3%
YEARLY INCOME
Rs.400k-450k
40%
Rs,350k-400k
8%
Rs.250K-350k
20%
Rs.150k-
.175k
Rs.72k-150k
17%
Rs.500k-above
1%
14%
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Target Market Analysis: Income
independent of the income of a person
dependent on the person’s income
 Conclusion: Persons with a high
disposable income of over Rs.500,000 p.a.
will not necessarily visit a tea house
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Impact of Income on Visit to Coffee Shop
17 14
20
8
40
1
83 86
80
92
60
99
0
20
40
60
80
100
120
Rs.72k-
150k
Rs.150
k-250k
Rs.250
k-350k
Rs.350
k-400k
Rs.400
k-450k
500k
Or
Above
Percentage
Will not Visit
Will Visit
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Survey
Dist. Rahim Yar Khan
Khan Pur
19%
Sadiq Abad
25%
R.Y.k
51%
Liaqat pur
4%
Other
1%
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Target Market Analysis:
Occupation
independent of the occupation of a person?
dependent on the occupation of a person.
 Conclusion: It is not necessary that only
student will be interested in visiting the
Coffee Shop.
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Impact of Occupation on Visit to Coffee Shop
40
57
0 3
60
43
0
97
0
20
40
60
80
100
120
Student
W
orking
Professional
R
etired
O
thers
Occupation
Percentage
Will Not Visit
Will Visit
Note : Number of retired respondents = 0
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Pricing
 Assumption: Majority of visitor would pay
Rs.80 ~ Rs.120 for a cup of Coffee.
 Result of Frequency test: very supportive
– Under Rs.80: 12%
– Rs.80 ~ Rs.100: 72%
– Rs.100 ~ Rs.120: 14%
– Rs120 ~ Above: 2%
* Majority of People who willing to visit Coffee Shop answered
they pay for a Coffee Rs. 80 to Rs. 100 per cup in Café.
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Future Opportunities
 First Step – Green Signal
– overall acceptance among variety of age groups,
income segments and occupations.
 Further research and analysis can be done on
– specific location
– frequency of visit to a Coffee Shop
– snacks to be served along with Coffee
– ambience people would be expecting in the Coffee
shop,
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Summary
 Primary Research on ‘Feasibility of a
Coffee Shop’ in the Dist. Rahim Yar Khan.
 Survey by using Questionnaire.
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Conclusion
 An executable idea – ‘Coffee Shop’.
 Accepted by the market.
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Market Analysis
 Market size (current and future)
 Market trends
 Market growth rate
 Market profitability
 Industry cost structure
 Distribution channels
 Key success factors
 Key success Details

Analyze Competition
 Who are your competitors?
 What products or services do they sell?
 What is each competitor's market share?
 What are their past strategies?
 What are their current strategies?
 What type of media are used to market
their products or services?
 How many hours per week do they
purchase to advertise through the media used in this market?
 What are each competitor's strengths and weaknesses?
 What potential threats do your competitors pose?
 What potential opportunities do they make available for you?
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Product
4 espresso
Cappuccino
Black
Flavored

Place
It is placed at City center near hotel
white palace
It’s the main palace of city
Every body who enters into the city
definitely passes through city center
The main public park of city is also
some yards ahead

Product Development
This coffee is made of the Italian
espresso, by getting the worldwide
Richard-and reward and design. The
steel sheet.the body to have complex,
known as the most the durability of
the coffee.
Fashionable and new design is "Bhutan" the characteristic.
Combined with a complete set of coffee pot, sugar pot,
milk pot use, material is used together with the highest
steel super.
Once can brew two cup of cappuccino steam
espresso device. Because cappuccino tube the
mouth the steam can simply make milk blister,
therefore in the home can also enjoy
cappuccino coffee.

Coffee cup
Yorkshire rose
White rose is a symbol
of Yorkshire, England,
"" war of the family for
york symbols, by a
royal dole put forward
in this period, at
historical background
as the theme and
design coffee cup,
elegant style.
Old press the eta
After dinner drink milk
coffee is used when the
oval cup. The first one
cup of this form is made
of 1830, the cup BaEr is
baroque architecture art
style with the flowers of
the model relief.
Italy fruit
This is the representative of the Gordon style.
In 1760, more than a noble in the card that's
villa use coffee cup dish modelling. The cup
modelling and spiral cup BaEr make it unique.
Maria. Dary better
18 th century Australia queen Mary. Dary
beautiful imperial power, his name to coffee
cup dish. In 1814, Germany's defeat Allen
states, founded eph owe Roy tower factory, in
the edge with 24 K gold hand MiaoJin line as
decorations.
Becky. The government's press the tower
Begin from 1735, card, especially to the art gallery
many landmark wares, the manual description of the
collection cup, is one of the exhibits, it is to use the
same techniques with then copy. Such fine
decorative pattern unless the skilled technology
special is made it.
For this. William
This is according to
the ideal of the ancient
Roman neoclassicism
style of production for
XieYi bellow at the
cup. From the
nineteenth century to
the 20 th hobby
mocha coffee of
people use glass.

Product Development
Coffee machine (khi)
Coffee mugs (styro foam Glasses
& fancy mugs)

Branding
A distinguishing symbol, mark, logo, name,
word, sentence or a combination of these
items that companies use to distinguish
their product from others in the market.

Why brand
 Differentiate
 Build up relationship
 Motivate

Our objectives
No chance for complaint
We serve you humble
Given you a extra value
Get end user loyalty

Market testing
We had organized a free coffee event for 2
days in order to determine the feed back of
people to wards to our coffee. We please
that people had a greater response for our
coffee.

Commercialization
At this stage we focus that:
 We launch our product in this season
 First we lunch in RYK than expand to
national & international level
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Now If you
have any
Questions, I’m
here for
Answering…

Thank You!!!
For Listening Us…..
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marketing final project on coffee shop

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