3. MISSION
Provide customers the finest quality beverage in the most
efficient time
Provide community support through customer
involvement.
Operate and grow at a net profitable through sound
decisions.
VISION
To position ourselves as a premier coffee shop chain in
Mumbai
within a year and to grow our brand outside Mumbai.
We want to be a social coffee shop of 21st century, the
8. STRATEGIES
• CCD operates in all locations
• Starbucks operates in prime locations
• Large number of brand touch points of existing
brands
PROMOTIONS
• Newspapers
• T.V. ads
• Social websites
9. CONSUMER ANALYSIS
PREFERENCES
Hot coffee
Cold coffee
Refreshments
Snacks
PERCEPTION
CCD café for all
COSTA café in
malls
STARBUCKS
café for the
elites
INSIGHTS
Sexual
gratification
Stress relief
10. SOCIAL
• STATUS SYMBOL
• GROWTH IN SPENDING POWER
TECHNICAL
• ADVANCE EQUIPMENTS
LEGAL
• TAXATION
• GOVERNMENT RULES AND REFORMS
• FOOD AND BEVERAGE LICENCES
MACRO-SOCIO ECONOMIC
13. MARKETING PROBLEMS
Existing coffee shops such as CCD,
STARBUCKS have a huge market share.
A completely new entity.
Market specific blends and brands .
Competing beverages .
14. POINTS OF PARITY
PRICE
TASTE
AMBIENCE
SERVICE
POINTS OF DIFFERENCE
OPPOSITE SEX
WAITER
COFFEE SERVED IN 5
MINUTES
MAKE YOUR OWN
FLAVOURED COFFEE
24*7 SERVICE AVAILABLE
TOUCH POINT ANALYSIS
POINTS OF EMOTION
A place for
corporates
Peace
15. PLC ANALYSIS
Since our product is in launching stage we will
spend 10% of our turnover on marketing.
16. HIERARCHY OF
DIFFUSION
As we are a completely new brand we would
focus our marketing strategy on innovators and
early adaptors.
17. TONE OF VOICE
Since we are targeting professionals our staff will
be well equipped to handle large number of
professionals with humility and sophistication.
18. BRS ANALYSIS
We are a new brand in the market therefore we
want to bring our brand from non awareness to
awareness by 2015.
19. TFD ANALYSIS
Our’s is a FTD format therefore we will employ
more of emotional input.
20. MARKETING TACTICS
Promotion and themed evenings.
Customer involvement and feedback.
On premises advertising.
Advertising on social websites.
Customer privilege cards.
Develop an smartphone app for online bookings.
Deals such as offering 10% off any purchase over Rs. 500 to
create buzz.
24. TARGETTING
• We are targeting professionals.
POSITIONING
•We want to position ourselves as a café wherein the
customer can find a nice environment for formal as well as
semi formal meetings.
30. PRODUCT
Our product mix primarily consist of wide range of
products that appeal to the Indian coffee and
snack lovers. Products that have decided Indian
taste to it and appeal directly to the Indian taste
buds.
Our notable products include :-
31. COFFEE &
ESPRESSO
• AMERICANO
• CAPPUCCINO
• LATTE
• MOCHA
• DAILY BREW
OTHER DRINKS
• HOT CHOCLATE
• HOT TEA
• JUICES
ADD-ONS
• CROISSANTS
• BROWNIES
• COOKIES
• SANDWICHES
• PUFFS
PRODUCTS
32. PRICE
We have designed our price range keeping in
mind our knowledge of our prospective
customers and the pricing policies adopted by
our established competitors.
The coffee primarily ranges from 80 to 150.
33. PLACE
The strategy Coffee King has adopted is to place
our café in locations such as ANDHERI that it
attracts significant footfall which helps us in
generating good business and establishing a
good brand name.
Preferably near colleges, malls, corporate offices
and popular marketplaces.
34. PROMOTION
Online Advertising – cost saving promotions
using Facebook and google and other social
networking sites.
Tie-ups- For deals with Groupon and
MyDealsMyDay
Customer check-ins.
Sales Promotion- Customer Loyalty Cards to
reward the loyal customers and attract new ones.
Happy Hours- during non-peak hours to attract
increased sales.
35. PROCESS
Following the established trends conventional
ordering and delivering process of self-service
has been implemented in our store.
Also, we have a flexible delivery process, where
we wait for some time for the customer to pick
up the order but if the customer takes too long
then the order is delivered on his/her table.
36. PEOPLE
The focus is laid on two of our main stakeholders i.e
employees and consumers.
o Employees- Our principle is “don’t work for us
,work with us “.It promotes self-belongingness
and employee retention.
o Customers- We believe in “Building
Relationships“ with our customers. It promotes
brand loyalty and brand promotion.
37. PHYSICAL EVIDENCE
When customers enter our café they see clean,
friendly environment, cozy chairs, sofas, tables,
book shelves, bright and “tasty” show case with
those alluring pastries and sandwiches , menu
with tempting coffee pictures.
They see our smiling welcoming staff and hear
light nice music which makes it’s atmosphere of
the “place to be”.
