markettingmixppt-120718135225-phpapp01

8/10/2019 markettingmixppt-120718135225-phpapp01

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PRESENTED BY-

ABHISHEK SINGH

AKHIL MISHRA

AMIT RANJAN JHA

ANJANA KUMARI DWIVEDIANKUR SHRIVASTAVA


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The term marketing mix was

coined in an article written by NeilBorden called The Concept of the

Marketing Mix.

The marketer, E. Jerome McCarthy,

proposed a four Ps classification in

1960

Robert F. Lauterborn proposed a

four Cs classification in 1993

History


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Marketing Mix

-Four Ps


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4Ps 4Cs

Product- Customer /Consumer

Price- Customer cost

Place- Convenience

Promotion- Communication


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Extended- Marketing Mix


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7Ps 7Cs

The 7 Ps The 7 CsOrganisation

Facing

Customer Facing

Product = Customer/ Consumer

Price = Cost

Place = Convenience

Promotion = Communication

People = Caring

Processes = Co-ordinated

Physical Evidence = Confirmation


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C850: First known discovery ofcoffee berries1600: Coffee enters to Europe

through the port of Venice1654: The first coffee house opens inItaly

1750: One of Europes first Coffeehouse1822: Prototype of 1st espressomachine is created in France1908 : Invention of the worlds 1stdrip coffee makerFeb, 2000: First Barista Lavazza at

Basant Lok, New Delhi


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Coffee-story 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


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Caf bars have flocked

like CCD, Barista,

Mocha, Qwikysetc

Became famous and

even 5 star hotels started

cashing on it.

Coffee houses started

emerging at various

places

in the country


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Marketing Scenario


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Barista Corporate Profile Has opened 100 outlets

countrywide over last2 yrs

Marked its presence in Sri Lanka

and Dubaitoo

Now targeting 22 international

outlets

including Bangladesh, Bahrain,

Qatar,

Oman and Kuwait


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Marketing MixPricing

10% higher than CompetitorsPrices are lowest they have ever

been

High COGS because of Import duties Process

Self Service

Positioning

Where the world meets


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People

Well trained employeesto be

polite pleasant andpositive

Consistent service at every outlet

Average age22yrsEnsure to have quiet, uninterrupted

visit

Uniforms are in sober shades of

brown and orange

Promotion

Sales Promotion


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Physical Evidence

Logo, colors and images

Dcor and architectureLiterature

PlaceOutlets located in strategic

locations

Generally located at High

Street/Family

entertainment centers', in and

around malls and

cinemas and offices


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I may be young, But

please take meSeriously

Youthbetween 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

flavors

Prefers snacks rather than meals


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Advertising Situation

Caf Citizen CardAssociation with movies

Contests with brands like levis,

Airtel Friends, PepScooty, etc

Event Ticket sales like Enrique,

Bran Adams, EltonJohn


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Creative Strategy


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Documents

markettingmixppt-120718135225-phpapp01