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A COFFEE SHOP A COFFEE SHOP PROJECTPROJECT
Submitted By:ABDUL WAHAB
ABDULLAH TOHEEDMUHAMMAD
TAYYAB ABDUL BASIT Cloud - 3
A bundle of need satisfying tangible and intangible attributes offered to a buyer by a seller.
or
Something produced by human or mechanical effort or by a natural process.
Product
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New product
Products which are “NEW” in one or other of two, new to a company or new to a market. They include existing products which have been improved or revised, brand extensions, additions to existing line, repositioned products targeted at to new markets, and new to the world products..
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New-Product Development Process
Idea Generation
Idea Screening
Concept Development And Testing
Market Strategy & Development
Product Development
Market testing
Business Analysis
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Commercialization
Idea Generation C
loud
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Idea Screening
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Idea Screening Because winter coffee/ tea seems good
Then we focused on small café/ Shop
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Introduction: The Concept
Coffee a very popular beverage among Dist. Rahim Yar Khan.
Presence and success of Cafés specializing in coffee. Example: Café D’bono, Coffee Mart
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Introduction: The Concept
Success of coffee and cafés in tea drinking Cities, ex: Lahore, Rawalpindi, Bhawalpur, Multan etc.
Therefore test the feasibility of Coffee and Coffee house in coffee drinking country Pakistan, specifically in the Punjab area.
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We are doing a….
For Coffee Shop…
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Purpose of Survey Peoples likes Coffee? Which time they take Coffee? How much time they take Coffee in a daily/ weekly/
monthly routine? Favorite aspects about going out to a Coffee shop? Which type of Coffee shop Peoples like? How much price people spend on average for Coffee? When people were going to a Coffee shop they go & not
buy coffee, what is people alternative? Is there need for a new Coffee shop in this city? Should there be free home delivery?
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Peoples Remarks About Survey Mostly peoples say’s “Yes”…. In Evening & Night…. They take Coffee in Weekly basis…. Different Peoples have Different Aspects about going out
Coffee Shop…. They like independent Coffee shops…. Peoples average spend Rs.80-100…. Peoples were buy Shakes/ Juices/ Tea/ Cold drink…. Peoples say’s “Yes” …. Mostly Peoples says “Yes”….
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Development & Testing
Samples :100 mugs Location: Dist. Rahim Yar Khan. Collected at work places and colleges
(Superior College And Offices And Marriage Halls.(Bar B.Q Tonight/ Hotel Faran/ Levish Hotel/
Sajawal Marriage Hall ))
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SurveyDemographic info of respondents
GENDER
Female
39%
male
61%
AGE
18-30
53%
31-40
26%
41-55
20%
55-above
1%
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Target Market Analysis: Age
Decision to visit a Coffee Shop is independent of the age of a person?
Decision to visit Coffee Shop depends on the age of a person.
Conclusion: People in the age group of 18 to 30 will necessarily visit a Coffee Shop in Weekly.
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Impact of Age on Visit to Coffee Shop
0 10
47
7480
99
53
2620
0
20
40
60
80
100
120
Under 18 18 - 30 31 - 40 41 - 55 Over 55
Age
Per
cent
age
Will not Visit
Will Visit
Note : Number of respondents under age of 18 = 0 & over age of Over 55 = 1
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Target Market Analysis: Gender
Decision to visit a Coffee Shop is dependent on the gender of a person?
Decision to visit a Coffee Shop is independent of the gender of the person.
Conclusion: No indication that a particular gender group would be more inclined to visit a Coffee Shop, than another group.
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Impact of Gender on Visit to Coffee Shop
39
61
61
39
0
20
40
60
80
100
120
Female Male
Gender
Per
cent
age
Will Not Visit
Will Visit
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SurveyDemographic info of respondents
OCCUPATION
Student
40%
Working Professional57%
Others
3%
YEARLY INCOME
Rs.400k-450k
40%
Rs,350k-400k8%
Rs.250K-350k20%
Rs.150k-.175k
Rs.72k-150k17%
Rs.500k-above1%
14%
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Target Market Analysis: Income
Decision to visit a Coffee Shop is independent of the income of a person
Decision to visit a Coffee Shop is dependent on the person’s income
Conclusion: Persons with a high disposable income of over Rs.500,000 p.a. will not necessarily visit a tea house
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Impact of Income on Visit to Coffee Shop
17 1420
8
40
1
83 8680
92
60
99
0
20
40
60
80
100
120
Rs.72k-150k
Rs.150k-250k
Rs.250k-350k
Rs.350k-400k
Rs.400k-450k
500kOr
Above
Per
cent
age
Will not Visit
Will Visit
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SurveyDemographic info of respondents
Dist. Rahim Yar Khan
Khan Pur19%
Sadiq Abad25%
R.Y.k51%
Liaqat pur4%
Other1%
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Target Market Analysis: Occupation
Decision to visit a Coffee Shop is independent of the occupation of a person?
Decision to visit a Coffee Shop is dependent on the occupation of a person.
Conclusion: It is not necessary that only student will be interested in visiting the Coffee Shop.
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Impact of Occupation on Visit to Coffee Shop
4057
0 3
6043
0
97
0
20
40
60
80
100
120
Studen
t
Wor
king P
rofe
ssion
al
Retire
d
Oth
ers
Occupation
Per
cent
age
Will Not Visit
Will Visit
Note : Number of retired respondents = 0
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Pricing
Assumption: Majority of visitor would pay
Rs.80 ~ Rs.120 for a cup of Coffee. Result of Frequency test: very supportive
– Under Rs.80: 12%
– Rs.80 ~ Rs.100: 72%– Rs.100 ~ Rs.120: 14%– Rs120 ~ Above: 2%
* Majority of People who willing to visit Coffee Shop answered they pay for a Coffee Rs. 80 to Rs. 100 per cup in Café.
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Future Opportunities
First Step – Green Signal– overall acceptance among variety of age groups,
income segments and occupations.
Further research and analysis can be done on – specific location– frequency of visit to a Coffee Shop– snacks to be served along with Coffee– ambience people would be expecting in the Coffee
shop,
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Summary Primary Research on ‘Feasibility of a
Coffee Shop’ in the Dist. Rahim Yar Khan. Survey by using Questionnaire.
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Conclusion
An executable idea – ‘Coffee Shop’.
Accepted by the market.
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Bistro 13 Lounge
Marketing Strategy
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Understand Customer
Market Analysis
Market size (current and future) Market trends Market growth rate Market profitability Industry cost structure Distribution channels Key success factors Key success Details
Analyze Competition
Who are your competitors? What products or services do they sell? What is each competitor's market share? What are their past strategies? What are their current strategies? What type of media are used to market their products or services? How many hours per week do they purchase to advertise through the media used in this market? What are each competitor's strengths and weaknesses? What potential threats do your competitors pose? What potential opportunities do they make available for you?
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Product
4 espressoCappuccinoBlackFlavored
Pricing
Assumption: Majority of visitor would pay
Rs.80 ~ Rs.120 for a cup of Coffee. Result of Frequency test: very supportive
– Under Rs.80: 12%
– Rs.80 ~ Rs.100: 72%– Rs.100 ~ Rs.120: 14%– Rs120 ~ Above: 2%
* Majority of People who willing to visit Coffee Shop answered they pay for a Coffee Rs. 80 to Rs. 100 per cup in Café.
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Place
It is placed at City center near hotel white palace
It’s the main palace of cityEvery body who enters into the city
definitely passes through city centerThe main public park of city is also
some yards ahead
promotion
Financial analysis
Review & Revise
Product Development This coffee is made of the Italian
espresso, by getting the worldwide Richard-and reward and design. The steel sheet.the body to have complex, known as the most the durability of the coffee.
Fashionable and new design is "Bhutan" the characteristic. Combined with a complete set of coffee pot, sugar pot, milk pot use, material is used together with the highest
steel super.
Once can brew two cup of cappuccino steam espresso device. Because cappuccino tube the mouth the steam can simply make milk blister,
therefore in the home can also enjoy cappuccino coffee.
Coffee cup
Yorkshire roseWhite rose is a symbol of Yorkshire, England, "" war of the family for york symbols, by a royal dole put forward in this period, at historical background as the theme and design coffee cup, elegant style.
Old press the etaAfter dinner drink milk coffee is used when the oval cup. The first one cup of this form is made of 1830, the cup BaEr is baroque architecture art style with the flowers of the model relief.
Italy fruitThis is the representative of the Gordon style. In 1760, more than a noble in the card that's villa use coffee cup dish modelling. The cup modelling and spiral cup BaEr make it unique.
Maria. Dary better18 th century Australia queen Mary. Dary beautiful imperial power, his name to coffee cup dish. In 1814, Germany's defeat Allen states, founded eph owe Roy tower factory, in the edge with 24 K gold hand MiaoJin line as decorations.
Becky. The government's press the towerBegin from 1735, card, especially to the art gallery many landmark wares, the manual description of the collection cup, is one of the exhibits, it is to use the same techniques with then copy. Such fine decorative pattern unless the skilled technology special is made it.
For this. William This is according to the ideal of the ancient Roman neoclassicism style of production for XieYi bellow at the cup. From the nineteenth century to the 20 th hobby mocha coffee of people use glass.
Product Development
Coffee machine (khi)
Coffee mugs (styro foam Glasses & fancy mugs)
Branding
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish
their product from others in the market.
Why brand
Differentiate Build up relationship Motivate
Our objectives
No chance for complaint We serve you humbleGiven you a extra valueGet end user loyalty
Market testing
We had organized a free coffee event for 2 days in order to determine the feed back of people to wards to our coffee. We please that people had a greater response for our coffee.
Commercialization
At this stage we focus that:
We launch our product in this season
First we lunch in RYK than expand to national & international levelCloud - 3
Now If you have any
Questions, I’m here for
Answering…
Thank You!!!For Listening Us…..
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