Vistas 2013 Group 36 Screen Burn Production

Table of Content
SI Number Content Introduction Industry Profile Company Profile Concept description USP Innovation Feasiblity Segmentation Targeting Positioning Marketing Mix 1 3 4 4 5 5 6-7 8-14 Pg. No.

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Vistas 2013 Group 36 Screen Burn Production Introduction Have you ever wondered what it would be like to be inside a nest? To be surrounded by the comforting feel of a place that has been built solely for your comfort? You can experience it all at our new caf, the Birds View caf. Ideology of the company is to take people out of their busy and hectic human life to a carefree birds life and there we present to you our Birds View first caf. The caf itself is shaped like a nest, and rests atop a tree. One can reach it by climbing up the spiral stairs that have been built around the trunk of the tree. The floor of the caf is circular, and the chairs and tables are placed strategically around the area. The seating is on chairs that are shaped like broken eggs, but slightly flattened at the bottom so that they do not roll over. The tables are designed to look like the spilled inside of an egg, including both the yolk and the albumen. The really amazing thing about the Birds View caf is that it fulfills the promise of its name. Situated atop a tall tree, this caf literally offers you a birds view. You can look down at the people and animals as they go about their daily tasks just as if you were a bird. You can experience nature in its true form instead of sitting in traffic and worrying about spilling coffee on your new pants, you can be seated in a nest and sip your coffee peacefully without a care in the world.

Industry profile: The caf industry in Bangalore, as well as in the country, has been advancing extremely quickly. There are numerous franchises opening up and you will definitely find a caf within a five-mile radius of any point in urban Bangalore. The influx of students and workers from other cities, states, and even countries, has only boosted this industry further. However, urban Bangalore is nowhere near as green as it used to be. So many of the trees and bushes have been cut down to make way for roads and high-rise buildings, wouldnt it be nice if you could experience that natural greenery once again?

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Company profile: Birds View Caf Limited

Birds View. The name says it all. Our company is now releasing our first product a caf. Mind you, this is no ordinary caf. It is located at the top of a tree, from where you have a clear view of the surrounding area. If you want to get away from the fast-paced life that you undoubtedly lead, our new caf is the place for you. Mission statement: Our mission is to take people out of their busy and hectic human life to a carefree birds life. Vision statement: Our vision is to bring back, to the minds of the people, the peaceful moment of sipping a coffee amidst nature Logo - Our company logo consists of a bird whose neck looks like C and the feathers looks like an eye. It is mainly designed to highlight the ideology of the company to take people out of their busy and hectic human life to a carefree birds life. Tagline Arent you bird watching?

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Vistas 2013 Group 36 Screen Burn Production Caf Description: The Birds View caf is designed as a tree-house, placed atop a tall tree. Wooden stairs have been built spiraling around the trunk of this tree. One merely has to climb these stairs to reach our caf. The caf itself is shaped in the form of a nest, complete with a circular floor and twigs that seem to be sticking out of the walls. The whole place exudes a homely feeling and a sense of comfort. The seats are designed as broken egg shells, appropriately shaped so that they do not roll over, and the tables are yellow and white, constructed to look like the inside of an egg. Placed all around the caf are models of different birds to enhance the feeling of being with nature. The ceiling is made of glass so that one can look out of the caf and see the wonderful sights that are so often missed by those who are in an enormous hurry to get from one place to another. The staff of our caf is also dressed according to the theme. Feathers and beaks make for entertaining waiters and waitresses. The background tracks consist entirely of nature sounds they are subtle, but they set the mood. Paper is a thing of the past menus are displayed on tablet screens. Our aim is to make one feel just as comfortable with nature as one seems to be, these days, without it. Unique Selling Proposition Lose yourself in the nature, and eat like a bird

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Vistas 2013 Group 36 Screen Burn Production

Innovation: Our caf is different and more innovative because, unlike most other cafs, it is not located on the ground. The entire structure of our caf resembles that of a nest even allowing people to look out of the caf the way birds would out of a nest. A glass roof that lets you view both the surroundings and the sky is present. The music that will be played in the background is that of soothing nature sounds. The waiters and waitresses will be decked up in feathers and beaks to give the customer an altogether more enjoyable experience. Feasibility Feasibility: Bangalore, which was once the garden city, has lost some of its shine, but it is still home to a plethora of trees, some of which are even a century old. One of these trees in Lalbagh would provide a perfect platform for our caf. Gnarled old trees can be immensely strong, and this will ensure that the caf does not simply collapse in bad weather or the like. We arent cutting down trees in Lalbagh to build it. We are taking the support of the huge and massive branches and trunk to build our structure which would be supported from down by a structure designed by our manufacturing company. Since we are not cutting down any trees we are just taking some support from these massive trees getting permission to continue with this project should not be a problem. Building a caf on trees is possible because of the technological advancement of housing and development companies and when we give tenures for this, we insure that the structure is supported from bottom by a strong support so that it is strong to withstand any calamity. Additionally, in Lalbagh , there is a huge need for a caf as it is one of the major attractive garden of Bangalore and has large number of visitors and there are hardly any cafes inside Lalbagh . Thus launching a caf in Lalbagh would be feasible.

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Vistas 2013 Group 36 Screen Burn Production Segmentation-Targeting-Positioning Segmentation 1. Demographic segmentation: These include factors like age, social esteem, and income levels which purely relate to population related characteristics the masses possess. The market scope for caf industry is huge in India because it is constantly gaining importance. The market for this Cafe is segmented on the basis of Age - Youngsters and adults Income - Middle class and high income groups

2. Psychographic Segmentation: These include lifestyle and personality of individuals. Many of them are influenced by the image the company holds which in our case is true value for money concept which is a general thinking of almost every customer in todays world. We would segment our service based on the People who love to spend on new variety of food People who are looking for a chance to come out of their hectic lives and appreciate nature as an integral part of their life and love experiencing nature at its best People who are open minded to accept new food experiences and look forward to it and loves to come out of their routine experiences.

3. Geographical segmentation: This takes into consideration the region to which the customer belongs to or prospects to visit. The prevalent atmosphere and lifestyle of the location will determine the success of the service to a large extent. We would market our service Cities where people are extremely annoyed with traffic and pollution and want to come out and relax themselves Cities with famous garden areas where massive and strong trees are available but tree houses arent existing in large scale Cities with maximum youngsters and where people love to spend on new food services Cities where fast growing food industry Cities where people are open minded to accept new experiences and look forward to it

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4. Behavioural Segmentation: It is based on the benefits sought in the service, usage rate of the service and the social status enjoyed by the population. The benefits that the customer derives from the service as well as the prospects preferences determine the acceptance and complete incorporation of the product. Again as we see, that we can only cater People who go for regular walks in morning and evening People who enjoys nature as a part of their daily routine People who loves to eat outside

Targeting Age - Youngsters who lives away from hometown and loves to eat outside Location - Garden city of India In Bangalore our focus would be on very well developed Income middle income groups onwards Behaviour - People who loves to eat outside, loves to try out new experiences in food

Elders who wants to experience real nature involvement while enjoying their food

gardens like Lalbagh , Cubbon Park where people enjoy nature at its best.

services. Positioning We have positioned ourselves as a company that takes you away from your hectic lives at a very genuine cost

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Vistas 2013 Group 36 Screen Burn Production Marketing Mix

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Vistas 2013 Group 36 Screen Burn Production Product 1. Physical attributes There is incredibly comfortable seating in the form of chairs that are designed as cracked eggs and tables that are designed as the inside of eggs. Since the entire caf resembles a nest, it also includes the appearance of twigs sticking out from here and there, making the experience as realistic as possible. We believe that to truly experience being a bird, you must have a clear view of your surroundings and of the sky. In lieu of this, we have provided a glass roof for our caf the elements of nature like rain and wind will be kept out, but the view will not be hampered in any way. Right in the middle of the caf, we have a three dimensional model of a broken egg with our logo on it. There is a baby bird hatching out of the egg, and the tagline of our company is popping out of its beak. Leaving feedback about the caf is no complicated thing: you can just scribble your message on the walls. The floor is carpeted thickly, resembling the soft interior of the bottom of a nest. 2. Quality

The quality of our service is incredibly high. We do not cater only to those who wish to linger. If anybody is looking for a quick snack, they will most definitely be able to find it here. There are also notification boxes placed strategically around the caf. If a customer has any complaint, a message will be sent to the management immediately and the problem will be handled. 3. Accessorising

Every table has a tablecloth and napkin designed in a similar, attractive way. The washrooms are comfortable and maintained at a high level of cleanliness. After all, we dont want to be like birds in all aspects!

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4.

Packaging

Every service that we provide be it the music that is played in the background or the way the food is arranged on the plates is related to our theme of showing the public a little bit of what it feels like to be a bird. Home delivery is, of course, an option, but so is the box that it is served in! You can have your food in an egg shaped box, a bird shaped box or another box that pertains to the theme of our caf. 5. Warranty

If a customer hosts a birthday party in our caf and the number of guests is more than twenty, we offer food for five people extra. Customers who are in their initial stages of getting acquainted with our caf can come back within one weeks time and will receive free coupons upto a specified order limit. 6. Product line Our caf specializes in cold coffees and ice creams and all sort of cold

beverages. We have a special variety of coffees that are imported from different part of the country. We even have various side dishes such sandwich, wraps and rolls of every kind. We have almost 100 different varieties of roles.

Place The outlet location is Lalbagh Road, Wilson Garden, Bangalore- 560027, Karnataka. We chose our placement as Lalbagh garden because of the following reasons:. - Almost every transportation route in Bangalore passes through lalbagh - There are many residential areas connected to lalbagh like Shanti nagar, Wilson garden, Basvangudi thus making it easier for people to reach out to us. - The garden has four gates thus giving scope for large audience and also it is well known to every banglorean and is easily accessible by everyone - There are massive and strong Gnarled old trees available in lalbagh to build tree caf. - One of these trees in Lalbagh would provide a perfect platform for our caf .

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Vistas 2013 Group 36 Screen Burn Production - Additionally, in Lalbagh , there is a huge need for a caf as it is one of the major attractive garden of Bangalore and has large number of visitors and there are hardly any cafes inside Lalbagh - People usually come here to relax and enjoy nature which relates to our theme thus inviting people who are looking for a chance to come out of their hectic lives and appreciate nature as an integral part of their life and love experiencing nature at its best Price Our pricing strategy is to initially penetrate into the market and so we adopted to keep the prices of our product competitively low for the initial 2 months and once our caf starts gaining recognition, slowly we increase the prices in our menu. There will be a flexibility in prices as per the requirements of the customers. We give an opportunity to our cutomer to decide how much quantity of food that they require because we prevent any sort of wastage and so based on the quantity required by them, we charge them. The price levels differ for different products ranging from 30 INR for a tea to 450 INR for a special beverage of the day.

Promotion: Conventional Strategies: 1. Newspaper Advertisements 2. Magazines 3. Pamphlets 4. Banners and Standees 5. YouTube Videos: 6. Flash Mob

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Vistas 2013 Group 36 Screen Burn Production Unconventional: - Our Marketing Strategies 1. Broken Egg Model - Near commercial places like Forum Mall and Garuda Mall we are going to display three dimensional models of broken eggs. These displays will be hung from the trees nearby in order to catch the attention of the people. Since the logo of our company is a bird popping out of an egg with a message in its beak, we are planning to show the same in these locations. Sometimes the message emerging from the beak of the bird is, Calm down Bro. This message of ours is telling people that every once in a while, they have to relax. They need to stop, take a deep breath, calm themselves, and then continue with their work. In todays fast-paced world, there arent enough people who stop to smell the roses. On a lighter note, some of the other birds will have the message, Arent you birdwatching? 2. Calm down Bro campaign - As a part of our Calm down Bro campaign, we have decided to get different crowds of people to relieve their stress by using the best medicine known to mankind laughter. In public places such as buses or the lobbies of shopping malls, a certain group of people will make a sudden entrance, wearing shirts depicting the logo of our company, and begin laughing uproariously. For a while, passersby will stare and wonder at what has got into them, but laughter rather like yawning is contagious. A little while later, the passersby will begin to join in the laughter. The more people there are laughing, the more people will be attracted to the crowd, and the crowd will continue to swell. Once people are clutching their sides, they will begin to disperse, tears in their eyes. Their tears will be of happiness though, not sadness, and the next time they fell like laughing their heads off, one of the first things that will pop into their heads in the logo of our company. 3. Weekend Carnival - Teamworks is an event management and advertising company that our company will have a tie-up with. Teamworks organizes weekend carnivals at which they display around five brands every weekend in major localities in Bangalore. Our contract with Teamworks will be a two month contract, with our products being displayed at eight of the carnivals. Everybody knows that there is no such thing as a free lunch, but this is exactly what we are going to provide the public with. Free samples that can fill your stomach are what we are offering them. 4. Pigeon Messenger spread of word - Back in the day before people had cellphones and computers, they used to communicate via pigeon. They would take time out to sit down and write letters to each other, conveying their heartfelt feelings and emotions. Nowadays,

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Vistas 2013 Group 36 Screen Burn Production however, all of that magic is lost. We are in such a hurry to do things, that we do not bother to stop and actually, truly communicate with the people we love. We think that a simple wall post is enough to express our innermost sentiments. It is absolutely imperative that we do not forget the little things in life. We cannot afford to lose contact with those who we care for and those who care for us. Our company is trying to spread this message by placing plastic pigeons at strategic locations, with our contact details given nearby. Hopefully, people who see this will want to have a nice, quiet time, which can always be found at our caf. 5. Faster Notification - Inside our caf, we have strategically placed faster notification board. If you ever have a complaint or problem about any of our services, you are more than welcome to give your feedback on one of the boards. These boards are monitored constantly, and your message will be delivered to the managers instantly. Whatever problem it is that you had, will be solved extremely quickly. We also assure you that if you have had a bad experience at our caf, it will never happen again. 6. Campaign merchandise - Our caf does not offer you only food and a good time. It also gives you the option to buy merchandise. We have a line of shirts with our logo on them and the line, Arent you bird watching? We also have a line of caps that have the bird from our logo saying, Calm down Bro. Of course, if you buy food for a certain amount of money, you have a chance on getting a t-shirt or a cap free. The caps are also a part of our Calm down Bro campaign, in which we do our level best to tell the public how important it is to take a deep breath of fresh air every now and again. We can only hope that this inspires you, the customer.

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Vistas 2013 Group 36 Screen Burn Production 7. Auto drivers being our agents to spread the word - In Bangalore, a lot of people decide to take autos from one place to another rather than use their own vehicles. The auto-rickshaw drivers are constantly ferrying people from one place to another, but they get hardly any time of their own. This is why we are going to distribute flyers to the auto-rickshaw drivers. The drivers can hand the flyers over to those customers of theirs who are visiting Lal Bagh. If the customer decides to experience our caf, we will make sure that we know which driver led them to it. There will be an incentive for the drivers to do so, of course. What more could you want than an evening spent up in a cozy nest?

Physical evidence Theme based Customized uniforms of our staff The nest inside the caf made out of huge sticks that resembles twigs The egg shaped chairs and tables Customized plates, napkin and table cloth The broken egg 3-D model and the plastic pigeon messenger placed in public areas Our Calm Down Bro merchandise

People We believe in internal branding and so we try to train our employees and ensure whole hearted support from them. We have 2 structure of performance appraisal to ensure that we motivate our employees to be more effective and efficient. We follow international standards of hygiene, cleanliness and personal grooming.

Process We have a simple model of activities which flows from greeting our customers as soon as they enter, taking orders from them without making them wait for longer, providing that order at the reception, then we provide our customer with their required dish and beverages and finally collecting the bill amount from them. We have a faster notification system to ensure that we have no complaints about our service unsolved.

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Vistas 2013 Group 36 Screen Burn Production

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