MARKETING MIX OF CAFÉ

COFFEE DAY,
BARISTA AND
CAFÉ MOCHA

GROUP NO: 6
GROUP MEMBERS
Tanvi Pedanekar 08-543
Divya subramanian 08-556
Haveesha Ryali 08-549
Pooja Mazoomdar 08-531
Sudha Sampath 08-527
Neha Bhirud 08-508
 AGENDA

Identify 3 companies in the Fast food

segment. How do these companies
differ in their promotional strategy ,
marketing mix variables, positioning,
key communication objective, target
audience, message execution style
and format.
 CAFÉ COFFEE DAY -
Corporate Profile
• A division of amalgamated bean coffee trading
company ltd. (abctcl)
• First outlet was opened in Bangalore
• India’s leading coffee exporters
• Main competitors include Barista & Cafe Mocha
•
•
 Product mix
Coffees & Teas Refreshing Alternatives Eatables
Hot Coffee Granitas Melting Moments

Espresso Blood Orange Banana n’ Walnut Cake

Cappuchino Cool Blue Banana Chocolate
International Coffee Smoothies Ice Creams
Colombian Juan Valdez Mango Colada Vanilla
Ethiopian Qahwah Strawberry Colada Chocolate

Cold Coffee Cremosas Quick Bites

Sweet Mint Litchi Samosa

Cold Sparkle Ginger Spice Puff

Coffee Add-ons Cool Refreshers Teas

Honey Fruit Juices, Mineral Water
Flavoured Syrups Red Eye
Price mix
The price for a cup of coffee ranges
from Rs.17 to Rs.95
Taxes charged over and above

 Process Mix
self-service & Table service
Flexible Delivery Process
 PEOPLE MIX
• People at Café Coffee Day believe that “People are
hired for what they know but fired for how they
behave”. Motivation and personal skill are laid
emphasize upon.

 • POSITIONING MIX
•

Logo, Colors, Images Décor & Architecture

The Café Coffee Day Logo

Literature Locations
 Target Market
Major Customer lies in the bracket of 15- 29 ,
mainly very youth in nature

 PLACE MIX
•
•
Distribution of •
outlets/Location
733 outlets in 110 countries
Presence in India , Pakistan,
Dubai, Austria , Germany
All outlets company owned/
Franchisee
 PROMOTION MIX
CAFÉ COFFEE DAY DOES NOT BELIEVE IN MASS MEDIA
PROMOTIONS. BUT THEY ARE INVOLVED IN ALL THE
AREAS OF SERIOUS CONSUMER PASSION
THROUGH
•

TELEVISION
• Friends
• [V]'s Get Gorgeous
contest.
• For History Channel,
•
Ticket sales
• For events, like
Enrique ,WWE, Elton
John, and Bryan
Adams shows.
• There is not a better
publicity mechanism
then the person who is
serving you telling you
about the same.
•

• .
•
TIE - UPS
Association With
Movies
• Bas Yun Hi
• Khakee
• Main Hoon Na
• Kyun Ho Gaya Na
• Mujhse Shaadi Karoge
• Lucky
• Socha Na Tha
• And a lot of Telegu &
Tamil movies
 SALES
PROMOTION
• Gifts
• Coupons
• Café Citizen card
• Sugar free campaign
• Discounts
•
as
Owned by Impresario Entertainment & Hospitality Pvt. Ltd
Mocha is inspired by the Quahveh Khannehs of Morocco
and Turkey
Coffees imported from all over the world, freshly roasted and
ground, form the core of our USP, Fruit flavoured Sheeshas
or Hookahs, coupled with high end gourmet desserts and
shakes.
PRODUCT
MIX
PRICE MIX
 PROCESS MIX
PERSONALISED
•

AND
CUSTOMIZED
SERVICE
Place mix
 PEOPLE MIX
The service is informal, casual, and even laid back

•

• POSITIONING
MIX
AMBIENCE
• TARGET MARKET
• Artsy/hipster crowd
•

•
A place to have
conversation
 PROMOTION
MIX
SPONSORSHIPS & TIE-UP’S :
•

• MTV Splitsvilla
• Musical talent hunt initiative by Fever FM in Delhi

Founded by Mr.Amit Judge
Started in 2000 by Java Coffee Company Ltd.
First outlet opened in delhi
Tata buys stake in Barista in 2001
Sterling Infotech Take over in 2004
Lavazza Take over in 2007
PRODUCT MIX
Coffees & Teas Refreshing Eatables
Coffee with Milk Alternatives
Smoothies Sandwiches
Cappuccino Guava Paneer Tikka
Caffe
Black Mocha
Coffee Mango
Granitas Cheese
Rolls & Tomato
Caffe Latte
Espresso Italiano Grape
Blue Curacao Chicken Tikka Roll
Kadhai Paneer
EsperanoTM Lime Based
Ice Smoked
Chicken Chicken
Masala Roll
Dessert Coffees Milk Pastas
Americano
Latte Bianco Mixed FruitFreeze
Strawberry Tango Tangy Tomato Pasta
Caffe Borgia Guava
Mocha Crush
Freeze Creamy Chicken Pasts
Icepresso
Cold Coffees Iced Tea Other Food
BaristaTM Lemon BBQChicken Croissant
Barista FrappeTM Peach
Barista BlastTM
Iced Caffe Mocha

Coffee Add-ons Other Drinks Desserts

Various Flavours Ginger Fizz Walnut Brownie
Chocolate Fudge Kinley Water Mocha Excess
Whipped Cream Chocolate Excess
Espresso Shot Dark Temptation
Ice Cream Scoop Chocolate Mousse
Chocolate Chip Muffin
Teas Almond Raisin Muffin
Apple Cake
Assam
English Breakfast
Darjeeling
Earl Grey
 PRICE MIX
• - Barista has a ‘Skimming Pricing Policy’
• -10% higher than competitors
 PROCESS MIX
Purely Self Service
 PEOPLE MIX
• - Trained , Pleasant, Polite
and Positive
• - Ensure you have a quiet,
uninterrupted visit and provide an
escape from the daily pressures of
life
 POSITIONING MIX
Pre-acquisition
Need based positioning
•

Post acquisition
variety based positioning
•

• positions itself as a brand for

• “anyone who loves coffee”
•Logo, Colors, Images:
•“warm, earth glow, synonymous with

coffee”
•

“ Uses shades of Orange & Brown to

•

good effect to promote its “laid- back”

atmosphere ”
Décor and
•

Architecture
•

qExpresses the simplicity you

would normally
•associate with traditional cafés

qWalls are shades of orange,

with various photographs of
the love for coffee spread
around each outlet
• Literature
q Menus, posters, pamphlets are all traditionally
•designed, with a classic and simple look

q Magazine encourages customers write, draw, make

etc anything creative; and this is then published in
the magazine
•

q Not only provides an avenue for advertising, but also

an opportunity for Barista to express its brand image.
 TARGET MARKET
PRE- ACQUISITION
-Young professionals, working
•

couples and families

- Upper income group and upper
middle-income group
- Ages of 20-32 years
• POST- ACQUISITION
•

§ Covering the entire spectrum of market through

sub-brands and different offerings
§
§ Cafés would primarily target the youth, families,
couples and executives from upper income
group by offering them the experience and
quality of service
PLACE MIX
q Over 160 outlets
qStrategically located outlets in
and around Malls, Cinemas,
Colleges, and Offices
q Has opened 100 outlets country
wide in last 2 year
q Marked its Presence in Sri
Lanka and Dubai Too
•
PROMOTIONS MIX
•

Uses Mix of Personal and Non-

Personal Communication
Channel
•

Acts through posters, tent cards

and ambient graphics within
their stores
•

Runs in-store promotions, both

independently and with other
companies

• In house Magazine-
Brew Print
•

• On sponsorships and
strategic alliances with
other corporations
•
SPONSORSHIPS
Sponsors various events and festivals, which
provides them valuable promotion directed at
strategic markets

Mainly in kind, although major events are
sponsored in cash also

Co-sponsored a program on CNBC TV 18 - All
About Ads

COLLABORATIONS
Entered into a deal with Leo Mattel toys to
provide the popular board game Scrabble
Entered into partnerships with various movies,
for promotions through Barista
Eg: Star World for its “Absolutely Everybody”
campaign
 Barista Coffee Card
•

Entitles you to one complimentary hot

beverage when you are done sipping seven
TIE-UPS
•

Entered into an agreement with the Taj group

of hotels to start Barista Espresso coffee
cafes at Taj’s hotels
BANK CAFÉ
OTHER TIE UPS
has alliances with the British Council, Rock
Street Journal etc for book reading sessions,
music and film festivals
WALL POSTERS
TENT CARD
PRINT AD
Thank you