CHILL COFFEE SHOP

GROUP 6

MARKETING PLAN
SITUATIONAL ANALYSIS
PROBLEM
OBJECTIVE
STRATEGY
TACTICS

COFFEE INDUSTRY

Indian View
Growth rate 40% over last 5 years
Caf market in India $150 million (INR 678 crore)
Coffee retailers cover 170 out of 3000 in India(2014
reports)
The instant coffee segment share 74.7%(2014)-led the
market
Caf industry is currently one of the biggest and
fastest growing
Organized Market INR 600 crore (20% of total
domestic coffee consumption-INR 3000 crores)

Market trends
Expected growth in coffee consumption,
predominantly in the instant coffee segment
Urban markets and semi urban markets
-drive consumption

COMPETITION
Market Experience

Major competitor :

Customer/Supplier loyalty
Strong Positioning

ESTABLISHING
ADVANTAGE
Identify itself with customers societal endeavors
Positioning strategy: Work , Chill and Relax
Target Customers-Young age group 16 to 38

CONSUMER ANALYSIS COFFEE

CONSUMPTION
14
12
10
8

12
10

8.7

8.4

8.2

7.9

6
Kilograms Title

6.8

6
4.5

4
2

4.6

4.4
0.09

Country

COFFEE CONSUMPTION
Per capita consumption of coffee is just 85 grams in compare to
other countries.
In the annual output of 300,000 tons, domestic consumption is only
a third(100,000 tons)
India is predominantly a tea drinking nation.
Coffee is a staple only in the southern part of the country

Customer preferences
Market expansion on a faster rate
Urbanization is expanding
Coffee drinking Fashion
Growth in the disposable income

MARKETING SITUATION
Niche coffee retail formal is growing at 10 to 12 percent a year
Organized coffee retail business-Rs 25 bn
Coffee consumption in India has increased from 55,000 tones to
75,000 tones in the last three years
3 % of the world coffee production
Export 80 % of the total produce.

COMPETENCY ANALYSIS
Strengths

Weakness

One stop Solution

Catering to multiple
groups
Strategic location
Moderate pricing

Image of luxury coffee outlets

Industry clutter
Consumer attitude on tapri
culture
Limited budget
Shift in preferences

interest

Opportunities
India is a huge and potential
market , so is Pune
Young population
English speaking population
Growing middle class and
increasing spending power of
population
College going population

Threats
India-Tea based culture
Increasing health consciousness
Local tea coffe vendor
Ease of entry
Budding entrepreunial ability
amongst youth

MACRO SOCIO ECONOMIC ANALYSIS

GOVERNMENT REGULATIONS

Shop closure at 12:30 pm sharp.

No loud music after 10 pm.

Extension of music through PPA license to certain

decible.

No alcohol strictly.

PROBLEMS
NO UNIQUE OFFERING IN TERMS
OF TASTE
NO BRAND LOYALTY
ME- TOO SITUATION

OBJECTIVES
40% FOOTFALLS IN NEXT SIX MONTHS.

R
EA
BRAND VALUE PYRAMIDRNI
NG
S
FEATURES
TO
FUNCTIONAL BENEFITS
ED
EMOTIONAL
UC
SELF EXPRESSIVE
SPEAK
ATIYOUR
SOCIALLY EXPRESSIVE
HEART
ONOUT
OF
PO
OR
COFFEE AND HUNGER NEEDS

DIFFERENTIATION

LOV
E IN
THE
AIR
ZO
NE

STU
DY
ZO
NES

PL
AY
ST
AT
IO TH
N EM
S
E
ZO
NE
THE
S
RAP
Y
ZO
NE

Target groups
DEMOGRAPHIC
SEGMENTATION

AGE 20yrs to
30yrs

INCOME
MIDDLE AND
HIGH
INCOME
GROUPS

Lifestyle
Student &
corporates

Geographic Urban

Behavioral Sec C
and Sec D

Behavioral- Usage
frequency
moderate to high
users

POSITIONING
WORK CHILL AND RELAX
OUR COFFEE SHOP PROVIDES YOU ONE STOP SOLUTION
FOR YOUR REFRESHMENT AND REJUVENATION NEEDS IN
THE VICINITY OF YOUR CAMPUS.

TACTICS
PRICE
PROMOTION
PLACE
PRODUCT

PRODUCTS & PRICE

MULTI VARIANTS OF COFFEE WITH BASE PRICE @RS
80/ VARIOUS SNACKS LIKE BURGERS, PIZZAS, FRENCH FRY,
SAMOSAS ETC
PRICED BELOW RS 100/ FRESHLY BAKED COOKIES ETC
MILKSHAKES
PLACE- IN PUNE CITY, AROUND SYMBIOSIS CAMPUS
AREA
PEOPLE TEENAGER , YOTUTH , WORKING
PROFFESSIONAL

INTEGRATED MARKETING
COMMUNICATION OBJECTIVES

ATL
BTL

COLLEGE RADIOS
PAMPHLETS
BANNERS IN COLLEGE WALLS
POSTERS

DIGITAL MARKETING ON FB,

TWITTER
SALES PROMOTION CLUBBED
OFFERS, WEEKLY WINNERS OF
FREE COFFEES,PLAYSTATION
HOUR WINNERS

SUSTAINABLE COMPETITIVE
ADVANTAGE
Intensive infrastructure with facilities targetting
different audiences for different segments.
Skilled labour employees hired from coffee shops in
Dubai , extremely effluent in coffee variteties and juice
shops.

VISION-:
To be a market leader in the organised coffee outlet
chain and to convert to value retail chain 5 years down
the line.
MISSION -:
To achieve an average revenue of 12-14 crores.
CORPORATE OBJECTIVE -:
Achieve 7% market share in the Pune city.

TOUCH POINTS
Points of Parity -:
Coffee shop
Wi f

Points of differentiation
Environment suitable for book readers
Environment suitable for music lovers

Points of Emotion
Ideal place to study and move ahead
Ideal place for couples

Costumer Touch points

SHAKES VARIETY
MUSIC
STUDY ATMOSPHERE TROOM
AMBIENCE
DIFFERENTIAL PRODUCTS

BRAND ASSOCIATION
Sight In the college campus entrance located in a
vicinity.
Smell coffee and various snaks and shakes
Touch Feel the coffee and shakes design and
customized packaging.
Taste Various kinds of coffee, shakes , cookies and
snacks.