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  • 8/7/2019 Daily Brew THE COFFEE SHOP03


    Daily Brew THE COFFEE SHOP:

    The Coffee Caf industry is currently one of the biggest and fastest growing sectors in business.

    The industry consists of a mix of individual cafs, hotel cafs and retail caf chains.

    Individual Cafs:

    The main bulk of revenue is earned by small, individual cafs, run mostly by families and

    friends. It is a relatively unorganized sector. There are millions of such cafs around the world,

    and they provide customers with a homely, casual experience.

    The bulk of these cafs are mainly in Europe, where every little town or village has local cafs,

    where people gather together for a conversation over coffee, or just to be alone with their


    Hotel Cafs:

    Ever since the popularization of coffee, hotels all over the world started opening 24-hour coffee

    shops where visitors to the hotel could walk in for a cup of coffee and some food at any time.

    These coffeehouses are extremely important, because they provide international visitors to thehotel with a universal drink- coffee. Any customer can walk into any major hotel in the world,

    and enter the coffeehouse, and know what to expect. These cafs are not really major players in

    the coffee caf industry, but rather provide supplementary services to the hotel industry.

    Retail Caf Chains:

    The last, and the most organized sector in the coffee caf industry, is the retail caf chain. Off

    late, these chains have become extremely popular and are growing at an ever-increasing pace.

    These retail chains have work with an organized structure of man, material and money. The work

    on developing a recognized brand consistent to all their outlets, which customers can easily

    relate to, wherever they go. They provide customers with a standardized level of service and

    quality at each of their outlets.

  • 8/7/2019 Daily Brew THE COFFEE SHOP03


    Cafe culture is the latest trend to take the nation by storm. It joined the race simultaneous with

    the satellite culture. Although not as big, the culture has nonetheless caught on the consumer

    fancy and has spawned quite a few coffee chains.

    Daily Brew the Coffee Shop is a comfortable place to spend time with friends, family, strangers,

    the girl next door, her neighbour's aunt, well, just about anyone. And even if you drop by alone,

    we have some of the finest beverages to keep you company.

    To begin with, there's the Daily Brew House Blend - our signature blend of coffee and select

    international coffees from some of the most noted coffee growing regions of the world. Followed

    by an extensive list of steaming hot espressos, cappuccinos and lattes made from the finest

    Arabica beans.

    To cool things down, we have fruit smoothies and chilled granitas in tropical flavours. And

    finally, a refreshing range of cold and frozen coffees that will make anyone who tries them return

    for more.

    Introducing a coffee culture in a country like India which is largely dominated by tea drinkers is

    not exactly everyone's cup of tea. But Daily Brew the Coffee Shop Companys ambitious plan

    is to do just that - to make the coffee experience as ubiquitous as the daily cup of chai.

    Proliferating the Indian caf market, Daily Brew Company Limited's aim is to open a new 9

    outlet across the city and spreading a coffee culture reminiscent of old Italian coffee houses.

    It would be simplistic to dismiss the caf experience today with that of the days of yore; crumbly

    biscuits and cutting chai replaced by a wide array of biscottis and paninis with aromatic coffee.

    For Daily Brew, luring coffee drinkers with exotic blends and an option of something to munch

    on outside the trappings of a five star and within the confines of a warm, informal ambience

    worked like magic.

  • 8/7/2019 Daily Brew THE COFFEE SHOP03


  • 8/7/2019 Daily Brew THE COFFEE SHOP03


    shop has to offer, and what meetings are taking place and how they can attend these meetings.

    The coffee shop will send out coupons to groups offering a 25-percent-off discount.

    We can bring a list from a list broker of organizations, associations, and local community groups

    in the area. We can write solicitation letters to them explaining what services the coffee shop had

    to offer. We will be creating online discussion groups that would involve potential clients for the

    coffee shop. Articles can be written for on line publication for the organizations, associations,

    and local community groups that held meetings at the coffee shop. These articles contained links

    to the web site for the coffee shop that would list the upcoming events and discussions that

    would be held at the coffee shop. Print ads were also taken out in a small local publication that

    the targeted market reads.

  • 8/7/2019 Daily Brew THE COFFEE SHOP03


    Creative Brief:


    Daily Brews product mix constitutes a wide range of products that appeal primarily to

    traditional coffee lovers. The products themselves are traditional products with traditional names.

    Food items like croissant, pastas, and sandwiches are complimentary to their coffee, and project

    a very classic image of Daily Brew. The merchandising also consists of primarily coffee related

    products like coffee beans, coffee machines, etc.


    Considering that Daily Brew is trying to target a market whose age range is between 18 and 60

    years, a pricing policy appealing to this segment is difficult. Extremely low prices act as a

    deterrent to some customers who might regard it as an indicator or quality, while very high

    prices cannot be afforded by most of the youth. But since Daily Brews current consumer profile

    is quite young, their prices are mostly inexpensive, and low as par with their competitors.


    The people at Daily Brew would be characteristically trained to be Pleasant, Polite and Positive.

    They ensure you have a quiet, uninterrupted visit and provide an escape from the daily pressures

    of life. Their uniforms are in sober shades of brown and orange, and contribute to the overall

    laid-back feeling of the caf.

  • 8/7/2019 Daily Brew THE COFFEE SHOP03


    Target Audience:

    A typical Cafe Coffee Day consumer, demographically, would be male or female between 15-50

    years of age, belonging to middle or upper middle class. About 40 per cent or more are female.

    But according to us, the typical consumers at our cafe is young or young at heart. Any body who

    is youthful, be it in terms of age or outlook, would like to hangout at a Daily Brew because of

    kind of ambiance that we offer. We are about juke boxes, good and affordable coffee and food

    and an informal atmosphere. The brand fit is with youth or young at heart.

    Advertising Objective

    The advertising has to create the perception in the consumers mind that Daily Brew, as a

    company is a maker of quality Coffee at Lower price that ensure an enjoyable experience. At

    present, Daily Brew is going to be a new entry in the Market. The advertising is more of towards

    younger generation, college students, office executives, professionals, etc. As of now the media

    vehicles will be non-electronic, like magazines, hoardings, print, posters, banners, etc.

    Daily Brew , we aspire for quality, character and excellence in all we do.

    Product ~We aim to serve the best quality and most interesting varieties of coffees, teas,

    espresso drinks and accompaniments at all times to everyone.

    Service ~We strive to treat our customers respectfully as our guests; we intend to offer all who

    walk through our doors service that is prompt yet efficient, friendly, and relaxed.

    Atmosphere ~We endeavor to provide a pleasant, welcoming environment; we will maintain a

    clean and attractive coffee house at all times.

    Work Environment ~We want Daily Brew to be a great place to work. We aim to create a

    positive, respectful workplace and to empower our staff to be themselves and to achieve their

    fullest potential.

  • 8/7/2019 Daily Brew THE COFFEE SHOP03


    Survey Report:

    A survey was conducted, consisting of a sample of randomly selected people, in the age

    group of 18-35. This survey aims to find out how to Market a new Coffee shop as per target

    audience, their needs & preferences.

    As per our Research it shows that 37% of the customers are between 20 and 24years. 27% of the

    customers are between the age group of 25-29 years. 60% of the customers who visit the caf are

    male and 40% are female. 52% of customers who visit the cafes are students. 18% of the

    customers visit the cafes daily while another 44% visit weekly. Each caf, depending upon its

    size attracts between 500 and 800 customers daily, mainly between 4pm and 7 pm. Customers

    describe Caf Coffee Day as the place they frequent most after home and workplace/college. It

    is a place where they meet friends and colleagues, in groups of 3 or more. The prices here are

    perceived to be reasonable and it is a place where customers come to rejuvenate themselves and

    be themselves rather than a place tobe seen at vis a vis other cafes.

    On an average people like to spent around 150 rupees in a day in the Coffee shops. Most of the

    people dont want changes in their old coffee, but there are the people who wants to experiment

    and are willing to see the new flavours in their coffee. As