the world café
DESCRIPTION
Marketing Plan for a Coffee Shop in MumbaiTRANSCRIPT
THE WORLD CAFÉ
GROUP MEMBERS
• Amit Goel - A031
• Anjali Daga - A025
• Shekhar Agarwal - A005
• Rishi Agarwal - A004
• Aniruddh Bhayani - A020
VISION AND MISSION STATEMENT
VISION
• Our vision is to become one of the most exotic and premium brands in the organised coffee market
MISSION STATEMENT
• Commitment to the continuous development and training of our staff
• Commitment to our Vision
CORPORATE MISSION
• To capture 10% market share in 1 year
POTENTIAL25% growth
85gm per capita as compared to 4.6 capita on average in France,
Germany, UK
SEASONALITYAll seasons
GROWTH25% growth of organised Cafe
GEOGRAPHICAL SPREAD
All metros and 2 tier locations
MARKET ANALYSIS
SIZERs.1100 Crore Organised Cafe
Market
CONSUMER ANALYSIS
GROWTH• Youngsters growth from 50% in 2011 to 55% in 2015• Per capita consumption of coffee 85 gms in india4.6kg France 6kg US
PERCEPTION• Starbucks is considered to be a world class brand• CCD is perceived to be more available
PREFERENCES• Good Ambience• Privacy• Good Seating• Fast service
COMPETITOR ANALYSIS
DIRECT
• CCD market share - 50%
Has over 1500 Outlets in over 350 locations.
• Starbucks - 15%
Limited outlets as comparatively new.
World renowned fame
Status symbol
• Barista - 5%
Exclusive Overpriced coffee.
INDIRECT
• Mad Over Donuts
• Dunkin Donuts
COMPETENCY ANALYSIS
STRENGTHSWorldwide coffee
varietyTwo minute service
WEAKNESSESNew entrant in coffee
segmentPremium prices
THREATSEasy availability of
alternatives
OPPORTUNITIESAdding more varietiesHuge market potential
MARKETING PROBLEM
• Brand Establishment
• Existing Competition
• Hidden Costs
• Unpredictable Audience
OBJECTIVES
Short term:
• To have 60% occupancy within 6 months
Long term:
• To establish a brand & open multiple chains in metros
TOUCH POINT ANALYSIS
POP Good service Music Good Food
POD Ipad MenuThemed interior
Worldwide coffee
POEGood
ambienceA place to
relaxStatus symbol
VALUE PROPOSITION
BRAND ASSOCIATIONS
Worldwide CoffeeGood Ambience Ipad Menu
Worldwide Coffee
STRATEGY
WORLDWIDE COFFEE
making a world of a difference
DIFFERENTIATION
SEGMENTATION
Need Based Price Status Ambience Service
Age 15-25 25-50 50+
Income 3-5 lacs 5-10 lacs 10-50 lacs 50 lacs +
TARGETING
ATTAINABILITYBreak even
expected in two years
CAPITAL COST1 Crore
(incl. marketing cost)
GROWTH15 - 20% per
annum
REACHABILITYUrbanTourist
PROFITABILITY50% per annum as per objective
BRAND VALUE PYRAMID
Statussymbol
A place to relax
Refreshing
Worldwide Coffee
TACTICS
• Place - Breach Candy
• Area - 1000 sq. ft.
• Seating capacity - 60 people
• Exclusive board games - Chess, scrabble, monopoly
• Timing: 8 AM to 12:30 AM
• Free Wi-Fi
PRODUCTS
• Brazil
• Vietnam
• Columbia
• Indonesia
• Ethiopia
• India
• Mexico
• Guatemala
• Honduras
• Uganda
• Costa Rica
• El Salvador
• Kenya
• Cameroon
• Cuba
Coffee from all over the world
BUYER READINESS STAGE
Awareness
Knowledge
Liking
Preference
Conviction
IMC OBJECTIVE
FEEL THINK DO
IMC
Logo
Tagline - Worldwide Coffee. Making a world of a difference
Projected sales for the first year - 30 lacsIMC budget - 10 % - 3 Lacs
Target audience - Innovators & Early adopters
Above The Line
• Radio
• Local Newspaper
• Magazines
Below The Line
• Internet advertising - *Near me
• Viral Marketing - Video ads
PROMOTIONS (IMC)
BELOW THE LINE
• Word of Mouth
• Word of Mouse
• Online - Burrp, Zomato, Justdial.
• Consumer Promotion
• Discounts, Corporate Tie - ups,
• Loyalty Plans
THANK YOUTHE WORLD CAFÉ