GROUP MEMBERS

Lubna Saeed
Amna Kausar
Nargis Bibi
Farhat Salma

COMPANY NAME:

VISION STATEMENT
To be the world's most revolutionary and
inspirational caf.

MISSION STATEMENT
To provide enriching experiences through
chocolate, cocktails, food and passionate
service that will make people happy.

VALUES
Being the Revolutionary (Making a
Difference)
Hospitality
Quality and Excellence
Creativity and Innovation
Passion and Fun

OUR PHILOSOPHY
The Cocoa Cafe philosophy is 'Be the Revolution
We believe in transforming the world around us, opening our
eyes to doing things differently and bringing out the best in
all of us.
Being the revolution is about transforming your world. As a
business, we will do this every day. We will always seek
better ways to deliver our product, improve our service,
grow our business and continually looking for the highest
quality.
As part of Cocoa Cafes commitment to Be the Revolution,
we will support our staff and our suppliers to help them be
the best they can be.

STAKEHOLDER ANALYSIS

4 Ps OF MARKETING

PRODUCT
Chocolate
Cafe

PRICE
Providing products at reasonable
prices

PLACE
Cocoa Caf will
be located in F8
markaz,
Islamabad.

PROMOTION
Billboards and distribution of pamphlets outside
malls, nearby colleges & offices
Magazines & Newspaper
Radio
Ads on online Sites such as Facebook & Google
Tie up with SnapDeal(for inaugural offers)
Make Pages on social networking sites to keep
customers up-to-date.

CREATIVE THEME FOR ADVERTISING

COCOA
CAFE

COCOA CAFE

COCOA CAFE

 Low customer loyalty

Newness in the
market
Very small market
share
Price competition with
competitors

Our product uniqueness

Use economies of scale
to reduce the cost
Located in good
commercial area
Best food quality
Efficient productivity

Product line expansion

Increase market share
Reduce production cost
Innovate new products
according to the taste of
the customer

STRENGTH

WEAKNESS

OPPORTUNIT
IES

THREATH

Competitors
Customer do not
accept the taste of
product

Insights
Innovative idea
Knowing business environment
Excellence is key
Chocolates as gift

Perceptual Map
High Quality

High Price

Low Price

Low Quality

Environmental Mission Statement

Cocoa Cafe is committed to an

environmental role in all aspects of our
operations
This mission will be fulfilled by
accomplishing these steps:
Guarantee a clean and healthy environment at the
workplace following the highest level of hygiene.
Use environmental friendly products.
Encourage participation in environmental activities.
Maintain good social and environmental responsibility.

CONSUMER FEELINGS

When comparing brand feelings, Cocoa caf will lie in

the categories of happiness, social approval, self
confidence, indulgence, sentiment and
overcoming sadness.

Respondents felt sufficiently happier and more indulged after hearing

about Cocoa caf. The company will capture the mind of the consumer,
and also will capture their hearts

BRAND IMAGERY
User Profiles:

Survey respondents identified Cocoa cafe consumers as youthful,

family-oriented, holiday-oriented, conservative, frugal, happy, fun
and average.

Purchase and Usage Situations:

Hersheys is unique in that it has the largest variety of uses. I t can

be used at times of happiness and even at times of sorrow.

Personality and Values:

In a list of personality attributes (sophisticated, old-fashioned, conservative, youthful,

cheerful, feminine, outdated, popular), Cocoa will be ranked far ahead of its competitors
in the following categories: youthful, Cheerful, Popular and taking into account cultural
values by having separate sections for families, students and males.

BRAND PERFORMANCE
Primary Characteristics and Supplementary Features:

taste and quality will be our two top considerations when

visiting our cafe.
On the other hand, we will be the clear winner in the categories
of convenience, variety of product line and transferability across
cultures.

Product:

Cocoa caf will be heavily favored over competitors in future and that will be due to
our quality services.

Style and Design:

Our style of services and interior dcor will make our customers happy and they
will have positive feelings about caf.

Price:

When compared to competitors, Cocoa cafe was listed as the least expensive or
most affordable by a large margin of difference. Respondents cited affordability as
one of the best aspects of Cocoa cafe.

POINTS OF PARITY AND

POINTS OF DIFFERENCE
Target Market:

All middle and upper class

Nature of Competition/Category:
Class:
Services
Category: Cafe
Type:
Chocolate
Points of Parity:
-- Quality services
-- Sweet and indulgent
-- Consistent quality
-- Associated with occasions
(ie: Valentines Day, Eids and
Birthdays)
-- Enjoyed by people of all
ages
-- Variety of types

Points of Difference:
-- Interior dcor
-- Provide items according to
your mood
-- Low price enables daily
consumption
-- First time in Islamabad
- Free home delivery 24 hours

The AIDA Concept

Action
Attract the attention
of the customer.

Desire
Interest
Attention

Raise customer interest

by focusing on benefits
Convince customers
that they want and
desire the product
Lead customers
towards taking
action

PEST
ANALYSIS

company follow the all labor laws e.g. minimum salaries.

Hiring and promotion is followed by laws for the betterment of the
organization.
Taxes are also impose on produtcs e.g. sales tax

We had to make adjustments for variations in demand fluctuations

and price sensitivities in Pakistan.

Inflation rate in Pkaistan is almost 6.75% (March:2013). So if

inflation rate increase then cafe product prices will also increase.

Today people are more health conscious so cafe produces quality

products by using healthy ingrediants.
We consider quality life changes and teke advantage so that
customers can convinced and retained. Customers adopt the
trends of changing environment because of modern facility and
globalization.

We are focusing on product innovation by introducing new flavours of

chocolate
cafe will produced variety of products through new and creative ideas
for that purpose cafe has R&D department
All the modren and traditional ways of communication are being
adopted by cafe including Own email, letters, faxes and monthly visits
for better communication between Suppliers, distributers and
customers.

Future Outlook
HOW TO BECOME EFFECTIVE MARKET
LEADER???
Creative process
We should also make sure that our customers needs and
requirements are fulfilled
Accelerates expansion and diversification
New marketing tools
Stability of tenure
Optimum utilization of resources
Objective oriented

Thank You