Professional Documents
Culture Documents
MOS Group 2 Team 5 Submitted by: Swati Pahuja (C - 03) Nitika Choudhary (C - 10) R. Keerthika (C - 14) Jeevika Janmejya (C - 22) Puja Jha (C - 23) Shashank Khanduri (C - 26) Paurush Gaur (C - 42) Rajan Grover (C 48)
UNDERSTANDING STP
SEGMENTATION Dividing the market into smaller groups with distinct needs and characteristics.
TARGETING Evaluating each market segments attractiveness and selecting one or more segments to enter.
POSITIONING Arranging a product to clearly occupy a clear distinctive & desirable place relative to competing products in the minds of the target customers.
SEGMENTATION
ON THE BASIS OF AGE GROUP 47% of its customers are in age group of 18-25 years. 28% of its customers are in age group of 26-30 years. ON THE BASIS OF PROFESSION 52% are students who find caf as a good place to hang out with friends. 23% are working professionals. ON THE BASIS OF FREQUENCY Approx 18% visits caf daily. 40% weekly. ON THE BASIS OF GEOGRAPHICAL AREA Mainly urban population visits to cafs and that is why Caf Mochas outlets are in urban areas and metro cities.
TARGETING
People who not only like coffee but also who are hookah lovers. Students who want a place to spend leisure time with their friends. Solo-eaters (introducing table for one) For executives who stop by between meetings For students who drop in to read a book or study For calorie conscious people by introducing light shakes like blueberry & seasonal fruit pines with zero calorie ice cream. Eggless desserts for veggies.
POSITIONING
Not only a coffee shop but a place where you can spend time with your friends. Different from competitors ( Shisha) as Caf Mocha offers a vast variety of hookah flavors including wine in their menu. Truly Twenty Minute Vacation
Yes the size of the customer segment justify the economic viability in other cities as Caf Mocha offers a good option not only for coffee and hookah lovers but also it has dishes like Panini (traditional Italian flat breads toasted with individual stuffing) Poutines (French fries smothered in cheese or curry sauce) Shakes, cakes, desserts etc. And that too with a nominal price range Couches, beanbags, decoratively tucked curtains etc add-on's to its cheerful ambience.
Q.2 The need to change the offering & the entire experience for smaller cities
So many varieties in food and beverages may not be required and can be reduced to increase profitability But tier-2 cities may not be so open to the idea of young adults going to smoke hookah with friends so maybe only launch very few outlets in posh areas with few flavors for young adults of upper classtill adoption increases
Q.3 Discuss the Positioning of Caf Mocha through Evidence of Service described in the case.
People
Services offered are casual and not so formal. There is no as such qualification needed to get a job at caf mocha but its the Attitude which
matters.
Physical Evidence
The Coffee bar is spread over 3000 square feet having of an outer seating area. The use of multi-colored hookahs positioned the caf mocha on the typical Indian Tradition The Low wooden benches gives comfort to the customers The use of different colors on the walls and ceiling makes the eyes feel better and a feeling of happiness generated through these colors.
Cont
The Leopard striped chairs and airplane seats gives the feeling of royalty and importance given to the customer. A relaxed casual atmosphere accentuated with superb coffees makes the caf mocha perfect to chill out and hang out with friends. The uniqueness of the caf mocha is that all the articles are meant for sale which gives a feeling to the customer that everything in caf mocha is meant for customers only and customer is given the utmost importance in caf mocha.
Package
Consists of an outer seating area, where multi-colored hookahs and low set wooden benches add to your coffee
experience
Give a Sindbadian experience Arabia with a scent of Morocco and flavors from Turkey.
Mocha started a hookah trend with coffee - time for gossiping Imbibing a very med coffee bar culture
Inside is a riot of colors, Split into two levels with walls in yellow and pink and a bright blue ceiling,
flaming red beanbags leopard striped chairs airplane seats velvet covered couches curtains decoratively tucked a warm and relaxed atmosphere
The cheerful ambience receives a touch of serenity downstairs with book lined shelves and Japanese-style floor setting. -place to meet and suspend reality for a few moments
The individual pieces of furniture chosen for the intrinsic beauty rather than set theme furniture --Its about feeling good and surrounding yourself with everything that feels good
Facilitator
Coffee and Conversations tag line and their concept which is to provide guests a total memorable experience and a 20-minute vacation. It is the perfect place to chill out and hang out with friends As it provides a relaxed casual atmosphere accentuated with superb coffees and aesthetic setting
They also plan to host poetry readings and art exhibitions in an effort to promote upcoming and offbeat art in the city.
Experimental Menu During Monsoon Chai and Bhajiyas
Socializing
Mocha has come up with new initiatives like backpacking club The Mocha Backpackers Club meets on the last Sunday of every month at 12 pm to give backpackers gyan about how to go about organizing a trip. Exotic experience ambience + offerings
All the articles here are meant for sale. Such qualities make this place unique conveys that the environment in caf mocha is relaxed but dynamic
Mocha gets a lot of solo eaters. They are basically executives who stop by between meetings Students who drop in to read a book or study. But they are mostly people who need their space and privacy. At the Churchgate Mocha two tables are meant only for one, in case people want to spend time by themselves and enjoy their coffee.
Differentiator
Sindbadian experience Medieval theme Turkey, Arabia, Morocco Hookah since inception, first in the country
Exotic food Signature dishes - Panini, Poutines, Lava Lava, Jamaican Blue
Mountain Coffee Cake
Coffee: Ethiopian Yirgacheffe Sidamo, Costarica Tarrazu, Guatemala Antigua Brazil Bourbon
Santos, Hawaiian Kona, Java Estates Blends: Mocha-Java De-caff: Columbian Supremo
2. 3. 4.
Old Favorites: Oreo cookie shake, Snicker Bar shake, Toblerone shake in addition to classic
tastes like cappuccino, espresso, flavored latte etc Calorie Conscious: Light shakes (blueberry, strawberry), fruit pies zero calorie ice cream topping Eggless desserts
5.
6.
Experimental Menu During Monsoon Chai and Bhajiyas Furniture - Chosen for beauty, no fixed theme All for sale Pricing Very reasonable compared to competitors offering similar ambience Variety offered not only in food and beverages but also in hookah flavors
1. 2.
3.
4. 5. 6. 7. 8.
Experimental Menu During Monsoon Chai and Bhajiyas Furniture - Chosen for beauty, no fixed theme All for sale Pricing Very reasonable compared to competitors offering similar ambience Variety offered not only in food and beverages but also in hookah flavors Initiatives: Backpackers Club and Table For One Wine on the menu Coffee and Conversation 20 minute vacation, memorable experience Imports beans etc + Fully backward integrated Mocha Life Shop Literary Movement Lonely Planet
Highly Differentiated No Direct Competitor Their Unique Value Proposition is through disseminating a Holistic Value Proposition offered by an overall approach to serve their target customers in all ways possible
Thank You