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Over second and third cups flow matters of high finance, high
state, common gossip and low comedy. It is a social binder, a
warmer of tongues, a soberer of minds, a stimulant of wit, a
foiler of sleep if you want it so. From roadside mugs to the
classic demi-tasse, it is the perfect democrat.
Organized Coffee Retail
Presented by: MARQUEE
We Mean Business….
Anupam Garg 11
Arnav Sharma 12
Atit Garg 13
Avinash 14
Bhushan Phadnis 15
Wana have
a cuppa
Coffee??
Introduction & Rationale
References: www.starbucks.com
Marketing Strategy
References: www.starbucks.com
Indian Perspective
• India has yet to get the taste of Starbucks coffee
References: www.starbucks.com
• Bruno & Sergio Costa set up the first Costa espresso
Italian coffee shops, slow-roasted coffee the Italian
way, in London (1978)
• Costa coffee has over 300 stores in the UK, Germany
and the Middle East.
• Revenue: £1.1 billion with a market share of 16%in
the UK.
References: www.costa.co.uk
Marketing Strategy
References: www.coffeeresearch.org
Marketing Strategy
References: www.coffeeresearch.org
Top Indian Players….
References: www.cafecoffeeday.com
Introduction
• Was started in 1996
• Has over 430 café in India.
• Has presence in Austria and Pakistan.
• In FY06-07, Cafe Coffee Day's turnover was Rs 400
crore.
References: www.cafecoffeeday.com
Marketing Strategy
References: www.cafecoffeeday.com
Recent Developments
References: www.cafecoffeeday.com
Introduction
• Started in 1999
• Tata’s buy a stake of Barista
• Sterling Infotech take over in 2004
• Lavazza take over in 2007
• Over 160 outlets
• Revenue: Rs 45 crore
References: www.barista.co.in
Marketing Strategy
References: www.barista.co.in
The Decline
References: www.barista.co.in
Emergent Patterns
Different cafes
Sociability Different themes
‘Doing coffee’ Different Price Points
Coffee & Conversations
Relaxing & Take
HangingAwayOut
Taking ‘lifestyle’ out
‘Coffee’ Most Important Convenient
Followed by Price
Lifestyle & Cafes
Considerations
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