detailed report on Barista's current position & how it can be positioned differently to get back the lOst market share.

2. Coffee-story
Coffee-
• Previously only a South-Indian drink
• Confined to the Rich Brahmin class
• Places for lawyers and educated class to hold
discussions
• The drink has now become more of a concept

3. Coffee-story
Coffee-
• Café bars have flocked like CCD, Barista,
Mocha, Qwiky’s etc
• Became famous and even 5 star hotels started
cashing on it.
• Coffee houses started emerging at various places
in the country

4. Coffee Café Industry
• Individual Café
• Hotel Café
• Retail Café Chains

5. Global Coffee Giants Eye
India
• Market expansion on a faster rate
• Urbanization is expanding
• Coffee drinking – fashion
• Growth in the disposable income

6. Marketing Scenario

7. Marketing Situation
• 6% annual growth rate in the past 6 years in the
coffee industry
*Source: Coffee Board of India
• India ranks 5th largest coffee producers
• 3 % of the world coffee production
• Export 80 % of the total produce.

8. Marketing Situation
• niche coffee retail format is growing at 10 to 12
per cent a year.
• Organized coffee retail business – Rs 2.5 bn
• coffee consumption in India has increased from
55,000 tonnes to 75,000 tonnes in the last three
years

9. Barista – Corporate
Profile
• Established in 1999
• Spotted immense potential growth in café palours
• Exists in 22 cities and operates over 140 outlets
nationally

10. Barista – Corporate Profile
• Has opened 100 outlets countrywide over last
2 yrs
• Marked its presence in Sri Lanka and Dubai
too
• Now targeting 22 international outlets
including Bangladesh, Bahrain, Qatar,
Oman and Kuwait

11. Product Life Cycle
Maturity
Sales Decline
Product,
Growth
Sales, Profit
Intro
Growth
Break Even Point
LOSS Time

12. Marketing Mix
• Product
Coffee & Tea (Flavours)
–
Smoothies
–
Sandwiches
–
Desserts
–
Croissants
–
• Quality Check
– Every 14 days
– Incorporates TQM at its headquarters
• Merchandise
• Primarily, appeals to traditional coffee lovers

13. Marketing Mix
• Pricing
– 10% higher than Competitors
– Prices are lowest they have ever been
– High COGS because of Import duties
• Process
– Self Service
• Positioning
– Where the world meets

14. Marketing Mix
• People
– Well trained employees – to be polite pleasant and
positive
– Consistent service at every outlet
– Average age – 22yrs
– Ensure to have quiet, uninterrupted visit
– Uniforms are in sober shades of brown and orange
• Promotion
– Sales Promotion

15. Marketing Mix
• Physical Evidence
– Logo, colours and images
– Décor and architecture
– Literature
• Place
– Outlets located in strategic locations
– Generally located at High Street/Family
entertainment centers', in and around malls and
cinemas and offices

16. “I may be young, But
please take me
Seriously”
Youth – between 15-35 yrs
•
Students form a majority of customer base
•
Likes to be in group
•
Likes to sit, talk and relax
•
Drinks a cup of Gourmet coffee with added
•
flavours
• Prefers snacks rather than meals

17. SWOT
• Strength
– Strong Brand Image
– Excellent Human Resource
– Ambience and décor
– Strong base for expansion and growth
• Weakness
– Average Taste and Quality of Products
– Perceived as an expensive brand
– Inconvenient delivery process

18. SWOT
• Opportunities
– Strong brand recall
– Presence of huge number of outlets
– Pricing
• Threats
– Coffee substitute
– Rise in the cost of coffee and dairy products
– Competition from national and international players

19. Problem
• Clutter – difficult to differentiate between different
brands
• Lack of loyalty among customers
– “I go to CCD when I want to have decent savouries & enjoy
cold frappes and chill out with friends”
- Dhiral Parmar
– “ I go to Barista when I want to enjoy the rich flavoured
coffee and the tempting desserts”
- Ankesh Bansal
– “CCD and Mocha are more cozy while Barista has this
formal atmosphere”
- Mitali Patel

20. Objective
• 1 year strategy
–Increase the footfalls by 30%

21. Strategy
• Repositioning
– Position Barista as a niche coffee bar for the
professionals
• Promotions
– Events adelicious
– Co-sponsor a program on CNBC TV 18 like All
About Ads
– Experiential Marketing

22. Adelicious
Marketing Strategy
coffee with your bread n butter!!

23. Adverti
sing
Situation
Problem
Objective
Strategy

24. Situation FCB Model
High Involvement
Café Mocha
Barista
Rational Emotional
CCD
Georgia Coffee
Qwiky’s
Low Involvement

25. Perceptual Mapping
High Price
Café Mocha
Casual Ambience Formal Ambience
Barista
CCD
Low Price

26. Perceptual Mapping High Price
Café Mocha
Rich Quality Poor Quality
Barista
CCD
Low Price

27. Brand Image
• Brand for anyone who loves coffee
• Where the World meets
• Appeal to anyone in the 14-60 age group that
loves good coffee and looks for a nice quiet time

28. BRAND IDENTITY PRISM: THE JNK MODEL
SENDER
Italian , Vibrant, Young ,
Sophisticated,
casual
Personality
Physique
EXTERNALISATION
INTERNALISATION
Relationship Culture
Music lovers
non-
Friendly, non-intrusive
Guitar-
hangout, Guitar- BARISTA
the symbol of
Music
Reflection Self-Image
Sophisticated, For the upward class,
calm wanting to have casual
environment, environment to chat
RECEIVER

29. Advertising Situation
• Current Promotions
– Press, TV and radio
– Rely more on sponsorships and strategic alliances
(Major events with colleges)
– Collaborations – Leo Mattel toys (Scrabble)
– Strategic tie-ups – Star Group, Elle 18

30. Advertising Situation
• Competitors Promotions
– Café Citizen Card
– Association with movies
– Contests with brands like levis, Airtel Friends, Pep
Scooty, etc
– Event Ticket sales like Enrique, Bran Adams, Elton
John

31. • Advertising Problems
– Limited Budget
– Clutter
• Objectives
– Change the confused current image of Youth
appealing Cafes to Corporate Cafes

32. Strategy
• Media – 1 year
– Print – All India Newspapers and Magazines –
2 cr
– Outdoors – 1 cr
– Tent cards, danglers and posters within the outlets –
5 lacs
– Internet – Barista Community & Barista Blog

33. Creative Strategy

48. Hope you Enjoyed!!
Black as devil,
Hot as hell,
Pure as the angel
Sweet as Love,
… that’s how I like my
coffee!!