This presentation is being made upon the marketing strategy of a new coffee shop named " COFFEE SQUARE"

1. COFFEE SQUARE

2. GROUP MEMBERS
> NIKITA GARG –030
>DEEPAK CHANCHAN –021
> ADITYA KANKARIA - 001
> VIVEK JAIN–048
>AKSHAT GALA-029
>RITESH GUPTA-039
>PIYUSH CHURIWALA-024

3. Our Vision Is To Bring Out People
With Diverse Interest & Backgrounds
Together
Our mission is a simple one. To be the
best Cafe chain by offering a world
class coffee experience at affordable

4. CORPORATE OBJECTIVE
Aim to capture atleast 10% of
market share for the year
2014-2015.

5. MARKETING
STRATEGY
FOR
COFFEE
SHOP
SITUATION
ANALYSIS
PROBLE
M
OBJECTIVES
STRATEGY
TACTIC
S

6. COMPETITOR MACROSOCIO
ANALYSIS
MARKETING
COMPETENCY CONSUMER

8. TOUCH POINT ANALYSIS
POINTS OF
PARITY
• PRICE
• TASTE
• DIFFERENT FLAVOUS
• AMBIENCE
POINTS OF
DIFFERENCES
• LIQUOR FLAVOURED COFFEE
• LESS PRICE
• COFFEE SERVED IN 10 MIN
POINTS OF
EMOTION
• CUSTOMIZED MUGS

9. CONSUMER ANALYSIS
Consumption
pattern
• Hangout
• Business
meeting
Consumer
insights
• Festival
parties
• Status
symbol
Consumer
prefernces
• Various
kinds of
coffee
• Teas &
shakes
• Snacks
• desserts

10. Direct
competitor
CCD
Costa coffee
barista
Coffee beans
Indirect
competitor
Restaurants
Strategies
CCD has low price and
maintain quality
CCD has outlets almost
every part of the
country
Tactics
Promotions by
providing
discount
coupons
Online media
Gift voucher

11. STRENGTH :-
• Specialist in
coffee with our
own signature
blend
• Situated in
prime location
of city
• Pricing
WEAKNESS :-
• We don’t have a
brand image like
our competitors
• No outlets
• Financial
constraint
OPPORTUNITY:-
• Eye market
share
• Increasing
coffee culture in
India
• Increased in
socialisation
amongst the
youth
• Provide some
new variety
THREATS:-
• Coffee market is
a perfectly
competitive
market

12. TAXES
1)Service charge is
levied between 5-10%
2)Value added tax
average rate 12.5%
3)Service tax 4.80% to
4.95% on the total
value of the meal plus
service charge
4)Small business with
sales upto 50 lakh can
pay VAT@5%.
SOCIETY TRENDS
1)Growing Urbanisation
2) Changing Taste &
Preferneces
3) Greater standard of
living
4)Emplyoee and
customers loyalty
GOVERNAMENT
REGULATION
Licence and Permits for
Employers identification
no.
Set up tax information
Food establishment
licence
Construction/fire/health/
sanitation/electrical/plu
mbing and waste
permit.
Wine and beer licence

13. Consumer changing tastes is a unique risk that the
restaurant business carries.
Competition in the market poses a threat to the
coffee shop.
Condition of the economy can greatly affect the
profits in the coffee shop.
There should be proper finances to run the coffee
shop
Choosing the correct location is very important
else it can prove to be a big constraint and can
greatly affect the sales.

14. STRATEGY
Value
proposition DSTP

15. VALUE
PROPOSITION:-
Functional
Benefits
1 ) Great Taste
2) Variety of
Coffees
Emotional
Benefits
1)Provides a
family
enviorment
Economical
benefits
1) Affordable
for all the age
groups

16. DIFFERENTIATION:-
Products-
Coffee, Tea &
Snacks
Price:-
Coffee starts at
Rs. 50
People:-
People from all
the age group
from teenagers
to youths and
even adults

17. Upper Middle
Class
PROFESSIONAL
S
Lower Middle
Class
36 TO 55 YEARS 55+ YEARS
Middle Class
15 TO 35 YEARS
BUSINESSMANCATAGORY STUDENTS
INCOME
AGE
GROUP

18. POSITIONING
A relaxing point to
hangout

19. PRODUCTS PEOPLE
1Teenagers
2)Youth
3)businessma
n
1)Colleges
2)It parks
3)Stations
Rs 50 onwards
PRICE PLACE

20. ATL
BTL
PROMOTIONS
Banners
Hoarding
Radio
Television
Internet
Online marketing
Mobile marketing
Events
Gift coupons
Word of mouth
Word of mouse

21. IMC CAMPAIGN

22. FCB GRID
HIGH INVOLMENT
RATIONAL EMOTIONAL
LOW INVOLVMENT
THINK FEEL
REACTDO

23. PRODUCT LIFECYCLE
Introduction
Growth Declin
e
Maturit
y
6-8%
6-8%
2-4%
4-
6%

24. Integrated
marketing
communication
budget
creative
Value
proposition
Target audience
profile
Tone of voice
User imagery
and usage
imagery
Media
BTL activities
Atl activities
objectives
strategy
Tactics
Process,place
promotion,packaging
and people
IMC MODEL

25. COST,TURNOVER,BREAKEVEN
INITIAL CAPITAL
• 3 CRORES
ADVERTISING
• 5-10 LACS
ANNUAL TURNOVER
• Daily 150 people*Avg
price (500-600)
• Annual turnover =
150*600*30*12=3245000
• Break even =within 1yr