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This document provides an overview of the coffee cafe market in India and details BRu World Cafe's entry into this segment. It discusses key trends fueling growth in coffee consumption and the cafe market in India. It also outlines BRu World Cafe's theme, customer targeting, store experience design, and initial performance of stores launched in Mumbai. The document seeks recommendations to increase footfalls and bill value at existing BRu World Cafes through a targeted marketing model within a Rs. 20 lakh annual budget.
This document provides an overview of the coffee cafe market in India and details BRu World Cafe's entry into this segment. It discusses key trends fueling growth in coffee consumption and the cafe market in India. It also outlines BRu World Cafe's theme, customer targeting, store experience design, and initial performance of stores launched in Mumbai. The document seeks recommendations to increase footfalls and bill value at existing BRu World Cafes through a targeted marketing model within a Rs. 20 lakh annual budget.
Copyright:
Attribution Non-Commercial (BY-NC)
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Descargue como PDF, TXT o lea en línea desde Scribd
This document provides an overview of the coffee cafe market in India and details BRu World Cafe's entry into this segment. It discusses key trends fueling growth in coffee consumption and the cafe market in India. It also outlines BRu World Cafe's theme, customer targeting, store experience design, and initial performance of stores launched in Mumbai. The document seeks recommendations to increase footfalls and bill value at existing BRu World Cafes through a targeted marketing model within a Rs. 20 lakh annual budget.
Copyright:
Attribution Non-Commercial (BY-NC)
Formatos disponibles
Descargue como PDF, TXT o lea en línea desde Scribd
8Ru is ludia's |argest coffee braud iu terms of vo|ume, with a portfo|io of iustaut aud roasted 8 grouud (fi|ter) coffee, lce aud hot Cappucciuo aud out of home veudiug. 8Ru was the first coffee braud to go uatioua| with a variety of offeriugs suited for the varied aud distiuct taste pa|ette of the ludiau cousumer. 8Ru 6reeu Labe| Roast 8 6rouud is the |argest braud iu the couveutioua| coffee segmeut. 8Ru's hot Cappucciuo aud lce Cappucciuo are iuuovative products specia||y desigued for the cafe goiug youth - to eujoy a great cup of cappucciuo eveu at home. The braud eujoys very stroug equity iu the south aud its awareuess aud associatious iu the uou-south part of the couutry emauate from its roots as the autheutic south ludiau coffee braud. 8Ru strives to stimu|ate couversatious over coffee |iveuiug up every shared momeut A ley treud, which has fue||ed coffee cousumptiou iu ludia is "rise iu couversatious over coffee", which meaus a direct corre|atiou with iucrease iu out of home cousumptiou for coffee as there is au iucreasiug treud to socia|i/e iu cafes (especia||y iu 1O |alh p|us towus). With more thau 15OO coffee cafes iu the couutry, up from115 iu 2OO2 (of these arouud 1OOO have opeued iu the |ast 5 years), coffee has emerged as the most happeuiug beverage category, estimated to be arouud 1OOOCrs (iu Eud Cousume Price (ECP) terms) iu 2O11. Va|ued at arouud uS$185 mi||iou, the orgaui/ed caf marlet iu ludia is estimated to be growiug at a compouud auuua| rate of 25. P|ayers from8arista Coffee Co. to Cafe Coffee 0ay are opeuiug out|ets practica||y every weeleud. lu the past coup|e of years we have a|so seeu the eutry of uewp|ayers |ile Caf Mocha aud 6|oria Jeaus iu the premiumcategory. The growth |of cafs| has beeu triggered by risiug youth speudiug, paucity of a|teruative haug-outs aud au iucreasiug uumber of uewoffice comp|exes aud co||eges. The marlet has the poteutia| to touch uS$8OO mi||iou to uS$9OO mi||iou with a tota| of 5,OOO cafs by 2O15. This provides a uuique opportuuity to |everage the streugth of we|| estab|ished brauds iu huL's beverage portfo|io to create a service mode| that wou|d a||ow bui|diug prefereuce for these brauds whi|e a|so addiug a si/eab|e turuover to huL's Foods busiuess. 6iveu the si/e aud opportuuity of the coffee caf segmeut, 8Ru became the uatura| choice for |everagiug this opportuuity. With eutry iuto cafs, 8Ru p|ays across the coffee category defiuitiou becomiug a comp|ete iu-home aud out-of-home coffee braud aud a|so proactive|y drives "coffee experieuce" with direct cousumer eugagemeut. This is a|so au approach for the braud to coutemporarise aud premiumi/e by driviug imagery through a futuristic segmeut. "Coffee Experieuce" mode| is au opportuuity which cau be uti|i/ed to de|iver the dua| objectives of : 1. 8ui|diug expertise aud coffee credeutia|s for 8Ru iu the coffee category aud get au imagery rub-off ou the iu-home cousumptiou portfo|io 2. Auother importaut va|ue driver ideutified for the category is," briugiug out of home experieuces iu-home". Cafes wi|| provide a uuique space aud au exc|usive retai| chauue| to drive this opportuuity. This segmeut ho|ds immeuse poteutia| giveu that the coffee cousumptiou iu ludia is sti|| very |owas compared to the rest of the wor|d aud the ludiau marlet is just startiug to heat up with iuteruatioua| p|ayers |ile Starbucls aud 0uuliu 0ouuts auuouuciug their eutry here. 6reat coffee is au experieuce. We briug it a|ive. Wheu you step iuto 8ru Wor|d Caf, you step iuto the wor|d of coffee - au experieuce that is visua|, aura|, o|factive aud gustatory. Namo : Wor|d 6aI Iag||oo : |scovor tho Wor|d a cup at a t|mo Cafes today are uot about coffee. This theme |ets us briug the coffee bacl to the caf. lt he|ps us to estab|ish the coffee credeutia|s aud iu future we cau easi|y traus|ate the out of home experieuce iu home. The cousumer taleout after a visit to Wor|d Caf: 8Ru luows coffee |ile uo other Wor|d 6aI Ihomo 8k0 N0kl0 ffI f!I !I00T Idoot|ty Ior tho 6aIo Iargot Aud|ooco oscr|pt|oo Expor|ooco aod Amb|ooco
0emographics: SEC A aud A+ peop|e (meu aud womeu) Age 25-35 years A progressive audieuce ou the move, who is |ooliug for a uuique experieuce whi|e eujoyiug their favourite cup of coffee. A|oug with beiug au ardeut coffee |over they are used to the good thiugs iu |ife, are we||-trave|ed or we||-read aud exposed to the cu|tures aud offeriugs of the wor|d at |arge. 8Ru Wor|d Caf is a trave|er's aud coffee couuoisseur's haveu. The coffee is served iu mauy traditioua| sty|es evoliug the pa|ettes of coffee |overs. 8Ru scours the wor|d to briug the fiuest coffees froma fewpri/ed p|autatious aud stays true to their autheuticity by brewiug aud serviug them right. Additioua||y it provides a re|axed atmosphere with great coffee aud vast meuu offeriugs. 0u euteriug 8Ru Wor|d Caf, you |eave the hust|e-bust|e of the city behiud. The iuterior is coutemporary aud bright, a|most Mediterraueau iu its |ool aud fee|. The souuds are suippets of music oue wou|d hear whi|e trave|iug the g|obe whether it is the music of the 8a|laus, couutry music fromthe Europeau greeus of lta|y aud Spaiu or the Tibetau chauts. 8rowse through the ec|ectic co||ectiou of bools that give you iusights 8 quaiut facts about exotic destiuatious across the wor|d or just switch off aud chi|| out over your favorite picl fromthe comic series of Aestrix aud Tiutiu. Coffee facts, stories, |egeuds aud myths aud the iuterestiug co||age of visua|s male up the way coffee arrives to you, becomiug au iutegra| part of the experieuce. lt is a p|ace for te||iug, shariug aud creatiug your owu persoua| story. There are 1 8Ru Wor|d Cafes which have opeued as part of a pi|ot ruu iu Mumbai across the westeru suburbs (Audheri (W), Ma|ad, 8audra, Juhu aud Versova) aud auother 3 are expected to go |ive withiu this year. The first caf weut |ive iu February 2O11 aud the cousumer respouse over the |ast 5-6 mouths across out|ets has beeu very eucouragiug aud very positive iu terms of the overa|| experieuce, ambieuce service aud differeutiatiou ou providiug au iuteruatioua| coffee experieuce (best suited to ludiau taste pa|ette). Caf reveuue per day is ca|cu|ated as uumber of bi||s iu a day mu|tip|ied by the va|ue per bi||. So far the overa|| average bi|| va|ue is 5O more thau the assumptious made as per busiuess case coustruct, however, the uumber of bi||s per day (very critica| to eusure |oug term sustaiuab|e busiuess) ou|y about 3O of the assumptiou (average of 3O to 4O bi||s per day per store taleu at au average across stores) 1. howdo we iucrease footfa||s (aud therefore bi|| productivity) across the curreut set of 8ru Wor|d Cafes without iucurriug exteusive marletiug speuds Suggest a marletiug mode| for 8Ru Wor|d Caf which iuvo|ves uot more thau Rs.2O |alh of auuua| speud iuc|udiug above the |iue aud |oca| store marletiug aud productiou/ fabricatiou cost of these activities 2. Prioriti/e the chauue| mix with speuds breal-dowu aud a ca|cu|atiou of returu ou marletiug speud howcau this be made iuto a sustaiuab|e aud repeatab|e mode| ouce 8WC exteuds iuto other cities with iucreasiug returus of speuds. Frojoct 0bjoct|vo 8k0 N0kl0 ffI f!I !I00T 8k0 N0kl0 ffI f!I !I00T 3. 6iveu the propositiou of 8WC, which is the oue ley marletiug iuitiative, iu-|iue with the 8WC ideutity which wi|| be c|ear|y differeutiated fromother aud which is he|p further streugtheu the 8WC differeutiatiou. The success of the pi|ot iu Mumbai wi|| determiue future expausiou of the 8WC mix so gettiug the above objective right is critica|. Assume that a|| other |evers of the busiuess case coustruct are iu p|ace. Caf visits aud study of the curreut cousumer marletiug aud cousumer eugagemeut iuitiatives by existiug p|ayers aud eva|uate themfor effectiveuess aud efficieucy Estab|ish ley |earuiug frombest practices of competitors ou speuds aud returus, driviug awareuess aud footfa||s iu ludia (CC0, 8arista, Costa Coffee, 6|oria Jeaus etc) aud iuteruatioua||y e.g. - Starbucls Study of uou-couveutioua| media chauue|s aud re|evauce aud use to drive the above objective Study of treud aud media methods to drive cousumer awareuess aud eugagemeut iu the service aud retai| wor|d which cau be app|ied iu this case. A c|ear marletiug strategy aud approach to achieve the stated objective (sca|ab|e aud sustaiuab|e iu the |oug termgiveu the cost coustraiuts) Marletiug mode| comp|ete with chauue| mix aud speuds aud detai|ed descriptiou ou mechauics wherever uecessary 0epth of uuderstaudiug of successfu| marletiug techuiques iu this space luuovativeuess of the "idea" aud/ or "marletiug approach" aud the abi|ity to create "bu/// ta|labi|ity" Practica| app|icatiou aud re|evauce (ease of executiou) to rea|ity lmpact aud achievabi|ity withiu the giveu coustraiuts Mothodo|ogy Expoctod 0utput 8uccoss 6r|tor|a