COFFEE SQUARE

GROUP MEMBERS
> NIKITA GARG 030
>DEEPAK CHANCHAN 021
> ADITYA KANKARIA - 001
> VIVEK JAIN048
>AKSHAT GALA-029
>RITESH GUPTA-039
>PIYUSH CHURIWALA-024

VISION
Our Vision Is To Bring Out People
With Diverse Interest &
Backgrounds Together

MISSIO
Our mission is aN
simple one. To be
the best Cafe chain by offering a
world class coffee experience at

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

MARKETING PLAN
FOR COFFEE SQUARE
SITUATION
SITUATION
ANALYSIS
ANALYSIS

TACTIC
S

STRATEGY
STRATEGY

MARKETING
STRATEGY
FOR
COFFEE
SHOP

PROBLE
M

OBJECTIVES
OBJECTIVES

SITUATION ANALYSIS

COMPETITOR

MACROSOCIO
ANALYSIS

COMPETENCY

MARKETING

CONSUMER

MARKETING ANALYSIS
GROWTH
Coffee retail
business to
grow at 40%
p.a

SIZE
Estimated
market of over
1100 cr

POTENTIAL
Incremental
growth
potential of
2250 cr

Marketin
g
Analysis

SEASONALITY
All seasons

GEOGRAPHICAL
SPREAD
All Metros

TOUCH POINT
ANALYSIS
POINTS
POINTS OF
OF
PARITY
PARITY

POINTS
POINTS OF
OF
DIFFERENCES
DIFFERENCES

PRICE
TASTE
DIFFERENT FLAVOUS
AMBIENCE

LIQUOR FLAVOURED COFFEE

LESS PRICE
COFFEE SERVED IN 10 MIN

CUSTOMIZED MUGS
POINTS
POINTS OF
OF
EMOTION
EMOTION

CONSUMER ANALYSIS
Consumpti
on pattern
Hangout
Business
meeting

Consumer
insights
Festival
parties
Status
symbol

Consumer
prefernces
Various
kinds of
coffee
Teas &
shakes
Snacks
desserts

COMPETITOR ANALYSIS
Direct
competit
or
CCD

Costa coffee

barista

Coffee beans

Indirect
competit
or
Restaurants

Strategie
s
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

COMPETENCY ANALYSIS

STRENGTH :-

WEAKNESS :-

Specialist in
coffee with
our own
signature
blend
Situated in
prime location
of city
Pricing

We dont 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

MACRO SOCIO ANALYSIS

GOVERNAMENT
REGULATION

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

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

MARKETING PROBLEMS
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.

STRATEGY

Value
proposition

DSTP

VALUE
PROPOSITION:Functional
Benefits
1 ) Great Taste
2) Variety of
Coffees

Emotional
Benefits
1)Provides a
family
enviorment

Economica
l benefits
1) Affordable
for all the age
groups

DIFFERENTIATION:
-

ProductsCoffee, Tea &

Snacks

Price:Coffee starts
at Rs. 50

People:People from
all the age
group from
teenagers to
youths and
even adults

SEGMENTATION
CATAGORY

STUDENTS

BUSINESSMAN

PROFESSIONAL
S

AGE
GROUP

15 TO 35
YEARS

36 TO 55
YEARS

55+ YEARS

INCOME

Lower Middle
Class

Middle Class

Upper Middle
Class

POSITIONING

A relaxing point to
hangout

TACTICS

PRODUCTS

PRICE
Rs 50 onwards

PLACE

PEOPLE

1)Colleges
2)It parks
3)Stations

1Teenagers
2)Youth
3)business
man

ATL

Banners
Hoarding
Radio
Television

PROMOTIONS

BTL

Internet
Online marketing
Mobile marketing
Events
Gift coupons
Word of mouth
Word of mouse

IMC CAMPAIGN

FCB GRID
HIGH INVOLMENT
THINK

FEEL

EMOTIONAL

RATIONAL

DO

REACT

LOW INVOLVMENT

PRODUCT LIFECYCLE
2Matur4%
4Growt
6%
h
Introductio
n

68%

ity

Decli
ne

68%

IMC MODEL
Value
Value
proposition
proposition
strategy
strategy
creative
creative

Integrated
Integrated
marketing
marketing
communication
communication

objectives
objectives

budget
budget

Target
Target audience
audience
profile
profile

Tone
Tone of
of voice
voice

Media
Media

User
User imagery
imagery
and
and usage
usage
imagery
imagery

Atl
Atl activities
activities
Tactics
Tactics

Process,place
Process,place
promotion,packaging
promotion,packaging
and
and people
people

BTL
BTL activities
activities

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=3245
000
Break even =within
1yr

DO COME
SOON !