A New Coffee Cafe Strategy Formulation
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A REPORT ON
“CRAFTING A MARKETING STRATEGY FOR LAUNCHING A NEW COFFEE BAR”
Submited to: Prof. Vipul Patel
Submited By: Aarohi Trivedi Ankita Patel Bhargav Patel Toshnidhi Prajapati
INTRODUCTION THE COFFEE CAFÉ INDUSTRY Evolution of a Coffee Café The beginning: It all began around 1000 A.D. when Arab traders began to cultivate coffee beans in large plantations. They began to boil the beans creating a drink they called ‘qahwa’ which translates to ‘that which prevents sleep’. The drink became widely popular, and the need for coffee beans grew. The brief timeline for the growth of coffee, cafés and everything related is given below:
First known discovery of coffee berries. Legend of goat herder Kaldi of Ethiopia, who notices goats are friskier after eating red barriers of a local shrub. Experiments with the berries himself and begins to feel happier.
850 The first coffee trees are cultivated on the Arabian Peninsula. Coffee is first roasted and boiled by Arabs making ‘qahwa’. 1100 The world’s first coffee shop opens in Constantinople. 1554 Coffee enters Europe through the port of Venice. The first coffee house opens in Italy in 1654. 1475 The first establishment in Constantinople soon becomes widely popular, and two more cafés are opened.
1600s The first coffee house opens in England. Coffee houses were called ‘penny universities’ 1652 The first Persian coffee house opens.
1683 Edward Lloyd’s coffee house opens. It eventually becomes Lloyd’s of London, the world’s best-known insurance company. 1695 The Dutch becomes the first to transport and cultivate coffee commercially. Coffee is smuggled out of the Arab port of Mocha and transported to Sri Lanka and India for cultivation.
1672 The first coffee house opens in Vienna. 1688 The first sign of the French Revolution had its roots in Parisian cafés where the people’s movement started gathering steam. 1700 The first coffee house opens in Berlin. One of Europe’s first coffee houses,Café Greco opens in Rome. By 1763,Venice has over 2,000 coffee shops. 1721 (a penny is charged for admission and a cup of coffee) because a person could visit a café to discuss current affairs and social issues. 1822 A process of using natural gas and hot air becomes the most popular method of roasting coffee. 1905 The invention of the world’s first drip coffeemaker. Melitta Bentz makes a filter using blotting paper. 1933 Achilles Gaggia perfects the espresso machine with a piston that creates a highpressure extraction to produce a thick layer of cream. 1750 The prototype of the first espresso machine is created in France. 1885 The first commercial espresso machine is manufactured in Italy. 1908 Dr. Ernest Illy develops the first automatic espresso machine. There is enormous interest from cafés all around Europe. 1945 Coffee is now the world’s most popular 1980 With the growth of the Internet, cyber cafés are born, providing Internet access and coffee to users. 1990 With an increased penetration of PCs in homes, cyber café chains close, and re-immerge as retail coffee café chains. 2000s beverage, which leads to a boom in retail and hotel cafés. The American retail café Starbucks in born.
Interesting facts about Coffee & Cafés: Coffee was first known in Europe as Arabian Wine. Coffee is presently the second most traded commodity in the world. It is second only to oil.Nescafe was invented by Nestle because it had to assist the Brazilian government to solve its coffee surplus problem.
Marketing Mix PRODUCT MIX:Refreshing Alternatives
Eatables
Smoothies Guava Mango Grape Strawberry
Sandwiches Paneer Tikka Cheese & Tomato
Black Coffee Espresso Italiano Americano
Granitas Blue Berries Lime Ice Mixed Fruit Tango Guava Crush
Rolls Kadhai Paneer Roll
Cold Coffees Sweet Tulsi Sweet Mint Tropical Ice Berg Iced Caffe Mocha
Milk Based Strawberry Freeze Mocha Freeze Icepresso
Coffee Add-ons Various Flavours Chocolate Fudge Whipped Cream Espresso Shot Ice Cream Scoop
Iced Tea Lemon Peach
Desserts Walnut Brownie Mocha Excess Chocolate Chip Muffin Almond Raisin Muffin Apple Cake Chocolate Excess Dark Temptation Chocolate
Teas Assam English Breakfast Darjeeling Earl Grey
Other Drinks Ginger Fizz Kinley Water
Coffees & Teas Coffee with Milk Cappuccino Caffe Mocha Caffe Latte
Serving Size: The serving size of a product is a measure, not only of quantity, but also of value for money. The average serving size for Barista’s main product categories is detailed in Table given below: First Cup Serving Size Product
Serving Size
Hot Coffee (2 kinds)
240 ml/ 300 ml
Cold Coffee
340 ml
Smoothies
300 ml
Granitas
340 ml
PRICING STRATEGY:First Cup will follow Comparative Pricing Strategy. We will keep our prices low as compared to our competitor. This will allow us to gain a larger segment of consumer. We will provide the MEMBERSHIP CARDS on minimal annual fees.
PROMOTION:BRANDING: The branding is one of the essential factors considered to attract the consumers. First Cup’s branding strategy will include: LOGO: The logo is based on the basis of the consumer perception and their expectation. To be refreshed they first demand a cup coffee. They want relaxation with the refreshment so they think firstly a cup of coffee. Thus considering this the brand name and the logo is designed.
ADVERTISEMENT: The advertisement media used will be as follows: Print Media: News papers, Banners (3 Static banners, 1 active banners, 2 rolling banners) Location of banners: Static Banners – University, City Gold Ashram road, Kankaria Lake Active Banners – Shyamal cross roads Rolling Banners – Airport, Himalaya mall Drive in. SPONSORING: College events, Navaratri, Cultural activities. PHYSICAL EVIDENCE: Interiors of the Café: First Cup will have colors in its café interiors, logos and images; to project a “warm, earth glow, synonymous with coffee”. Shades of yellow lights, with white tables and brown chairs will be projected. This will give consumers a soothing, private atmosphere to have coffee. This will give them a reason to have a refreshing first cup of coffee (depicted by consumer perception), as the brand name suggests. Facilities: we provide our consumers with a reading area with a small library, WIFI Internet zone. Extra Add-ons: Light Music, television, Juke Box.
PLACE:Near Family Entertainment Center, Airport, Malls, Colleges, Offices, Gardens, Clubs would be our preferences. At the initial stage we will open only 3 Outlets. 1. Near Fun Republic Cinema, S.G Highway. 2. Near Super Mall, C.G Road. 3. Near Big Bazar, Kankaria Maninagar. This all above location as having a specific reason, as our 1st location near Fun Republic on S.G Road is among the most happening place in Ahmedabad. As there are Big Shopping Mall Big Bazaar, Reliance Mall and Star Bazaar, the two multiplexes Fun Republic and Wide Angle. Also the nearby area is a nice Shopping Center Area. The MNC offices are over there. C.G Road, the whole area is full of the posh and enthusiastic crowd. There is Super Mall near Muncipal Market which is considered a best hangout place among the youths. There are Shopping Centers, offices (corporate, government), Law garden (family & youths place), colleges (HL, SMP, SLIMS, St. Xavier’s, etc.). Kankaria Lake is a best hangout place for family and the youths. Thus the target segment would be capture. REASONS FOR VISITING COFFEE BARS:- FIRST CUP •
24hours service will be provided by us.
•
A place for gathering.
•
People are seen sitting and enjoying cool summer nights prior to enjoying the cities other nightlife offerings.
•
Business people are talking about their business
•
Enjoy meeting there before and after business meetings.
•
Trendy places to eat.
•
A place for refreshment.
•
A dating place.
“CRAFTING A MARKETING STRATEGY FOR LAUNCHING A NEW COFFEE BAR”
Submited to: Prof. Vipul Patel
Submited By: Aarohi Trivedi Ankita Patel Bhargav Patel Toshnidhi Prajapati
INTRODUCTION THE COFFEE CAFÉ INDUSTRY Evolution of a Coffee Café The beginning: It all began around 1000 A.D. when Arab traders began to cultivate coffee beans in large plantations. They began to boil the beans creating a drink they called ‘qahwa’ which translates to ‘that which prevents sleep’. The drink became widely popular, and the need for coffee beans grew. The brief timeline for the growth of coffee, cafés and everything related is given below:
First known discovery of coffee berries. Legend of goat herder Kaldi of Ethiopia, who notices goats are friskier after eating red barriers of a local shrub. Experiments with the berries himself and begins to feel happier.
850 The first coffee trees are cultivated on the Arabian Peninsula. Coffee is first roasted and boiled by Arabs making ‘qahwa’. 1100 The world’s first coffee shop opens in Constantinople. 1554 Coffee enters Europe through the port of Venice. The first coffee house opens in Italy in 1654. 1475 The first establishment in Constantinople soon becomes widely popular, and two more cafés are opened.
1600s The first coffee house opens in England. Coffee houses were called ‘penny universities’ 1652 The first Persian coffee house opens.
1683 Edward Lloyd’s coffee house opens. It eventually becomes Lloyd’s of London, the world’s best-known insurance company. 1695 The Dutch becomes the first to transport and cultivate coffee commercially. Coffee is smuggled out of the Arab port of Mocha and transported to Sri Lanka and India for cultivation.
1672 The first coffee house opens in Vienna. 1688 The first sign of the French Revolution had its roots in Parisian cafés where the people’s movement started gathering steam. 1700 The first coffee house opens in Berlin. One of Europe’s first coffee houses,Café Greco opens in Rome. By 1763,Venice has over 2,000 coffee shops. 1721 (a penny is charged for admission and a cup of coffee) because a person could visit a café to discuss current affairs and social issues. 1822 A process of using natural gas and hot air becomes the most popular method of roasting coffee. 1905 The invention of the world’s first drip coffeemaker. Melitta Bentz makes a filter using blotting paper. 1933 Achilles Gaggia perfects the espresso machine with a piston that creates a highpressure extraction to produce a thick layer of cream. 1750 The prototype of the first espresso machine is created in France. 1885 The first commercial espresso machine is manufactured in Italy. 1908 Dr. Ernest Illy develops the first automatic espresso machine. There is enormous interest from cafés all around Europe. 1945 Coffee is now the world’s most popular 1980 With the growth of the Internet, cyber cafés are born, providing Internet access and coffee to users. 1990 With an increased penetration of PCs in homes, cyber café chains close, and re-immerge as retail coffee café chains. 2000s beverage, which leads to a boom in retail and hotel cafés. The American retail café Starbucks in born.
Interesting facts about Coffee & Cafés: Coffee was first known in Europe as Arabian Wine. Coffee is presently the second most traded commodity in the world. It is second only to oil.Nescafe was invented by Nestle because it had to assist the Brazilian government to solve its coffee surplus problem.
Marketing Mix PRODUCT MIX:Refreshing Alternatives
Eatables
Smoothies Guava Mango Grape Strawberry
Sandwiches Paneer Tikka Cheese & Tomato
Black Coffee Espresso Italiano Americano
Granitas Blue Berries Lime Ice Mixed Fruit Tango Guava Crush
Rolls Kadhai Paneer Roll
Cold Coffees Sweet Tulsi Sweet Mint Tropical Ice Berg Iced Caffe Mocha
Milk Based Strawberry Freeze Mocha Freeze Icepresso
Coffee Add-ons Various Flavours Chocolate Fudge Whipped Cream Espresso Shot Ice Cream Scoop
Iced Tea Lemon Peach
Desserts Walnut Brownie Mocha Excess Chocolate Chip Muffin Almond Raisin Muffin Apple Cake Chocolate Excess Dark Temptation Chocolate
Teas Assam English Breakfast Darjeeling Earl Grey
Other Drinks Ginger Fizz Kinley Water
Coffees & Teas Coffee with Milk Cappuccino Caffe Mocha Caffe Latte
Serving Size: The serving size of a product is a measure, not only of quantity, but also of value for money. The average serving size for Barista’s main product categories is detailed in Table given below: First Cup Serving Size Product
Serving Size
Hot Coffee (2 kinds)
240 ml/ 300 ml
Cold Coffee
340 ml
Smoothies
300 ml
Granitas
340 ml
PRICING STRATEGY:First Cup will follow Comparative Pricing Strategy. We will keep our prices low as compared to our competitor. This will allow us to gain a larger segment of consumer. We will provide the MEMBERSHIP CARDS on minimal annual fees.
PROMOTION:BRANDING: The branding is one of the essential factors considered to attract the consumers. First Cup’s branding strategy will include: LOGO: The logo is based on the basis of the consumer perception and their expectation. To be refreshed they first demand a cup coffee. They want relaxation with the refreshment so they think firstly a cup of coffee. Thus considering this the brand name and the logo is designed.
ADVERTISEMENT: The advertisement media used will be as follows: Print Media: News papers, Banners (3 Static banners, 1 active banners, 2 rolling banners) Location of banners: Static Banners – University, City Gold Ashram road, Kankaria Lake Active Banners – Shyamal cross roads Rolling Banners – Airport, Himalaya mall Drive in. SPONSORING: College events, Navaratri, Cultural activities. PHYSICAL EVIDENCE: Interiors of the Café: First Cup will have colors in its café interiors, logos and images; to project a “warm, earth glow, synonymous with coffee”. Shades of yellow lights, with white tables and brown chairs will be projected. This will give consumers a soothing, private atmosphere to have coffee. This will give them a reason to have a refreshing first cup of coffee (depicted by consumer perception), as the brand name suggests. Facilities: we provide our consumers with a reading area with a small library, WIFI Internet zone. Extra Add-ons: Light Music, television, Juke Box.
PLACE:Near Family Entertainment Center, Airport, Malls, Colleges, Offices, Gardens, Clubs would be our preferences. At the initial stage we will open only 3 Outlets. 1. Near Fun Republic Cinema, S.G Highway. 2. Near Super Mall, C.G Road. 3. Near Big Bazar, Kankaria Maninagar. This all above location as having a specific reason, as our 1st location near Fun Republic on S.G Road is among the most happening place in Ahmedabad. As there are Big Shopping Mall Big Bazaar, Reliance Mall and Star Bazaar, the two multiplexes Fun Republic and Wide Angle. Also the nearby area is a nice Shopping Center Area. The MNC offices are over there. C.G Road, the whole area is full of the posh and enthusiastic crowd. There is Super Mall near Muncipal Market which is considered a best hangout place among the youths. There are Shopping Centers, offices (corporate, government), Law garden (family & youths place), colleges (HL, SMP, SLIMS, St. Xavier’s, etc.). Kankaria Lake is a best hangout place for family and the youths. Thus the target segment would be capture. REASONS FOR VISITING COFFEE BARS:- FIRST CUP •
24hours service will be provided by us.
•
A place for gathering.
•
People are seen sitting and enjoying cool summer nights prior to enjoying the cities other nightlife offerings.
•
Business people are talking about their business
•
Enjoy meeting there before and after business meetings.
•
Trendy places to eat.
•
A place for refreshment.
•
A dating place.
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