mocha case study

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    Amity Business School

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    PRESENTED BY:GROUP 507

    EESHA TAYAL E-42

    AKANKSHA BAKSHI F-16SONAL TANEJA F-17

    SANYUKTA MOHAN SINGH F-18AVINASH MISHRA F-44CHANDERMEV VP F-54

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    Amity Business SchoolQuestion 1

    Do STP for Caf Mocha. Does the size ofthe customer segment justify the economic

    viability of the concept in other cities?

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    Segmentation is simply the process ofdividing a particular market into sections, whichdisplay similar characteristics or behaviour.There are a number of segmentation variables

    that allow an organisation to divide their marketinto homogenous groups. Geographical Segmentation

    Caf Mocha only focuses on the consumersliving in urban areas.

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    Behavioral Segmentation High quality coffee and food

    Large variety of coffee (18 differentcoffee beans), blends, desserts, light

    shakes and desserts for calorieconscious customers and featuredproducts like chai and bhajjiyas inmonsoons

    First ones to bring the concept of

    hookah in the country to provide 30min vacation to customers

    Quick service

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    Psychological Segmentation

    Outdoor seating, bright lighting, comfortable seating forcheerful ambience

    Separate drinks for calorie conscious people

    Casual hang-out providing privacy and personal space

    Mocha plays music that gives customers feel good

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    Demographicsegmentation Middle and high

    income groups Students and

    working classpeople looking for

    spending qualitytime with friendsand colleagues

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    Targeting is defining the target market.A target market is a group of customersthat the business has decided to aim

    its marketing efforts and ultimatelyits merchandise. A well-defined targetmarket is the first element to a marketing

    strategy.

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    Amity Business SchoolCaf Mocha targets

    Working professionals and businessexecutives

    College going students Hookah lovers Coffee connoisseurs Artsy crowd who believe in maintaining

    social image and status Calorie conscious consumers

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    Positioning means the process by which

    marketers try to create an image or identity in

    the minds of their target market for itsproduct, brand, or organization.

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    Caf Mocha positions itself as : Place to hang-out with friends and indulge in a 30 min

    vacation , have fun and relax A place to discuss ideas and passions with ones own space

    and privacy A place which provides various varieties of coffee and food

    under one roof An ideal place for hookah lovers with multiple flavors of

    hookah available

    A place where not only friends but solo eaters can relax andenjoy their meal along with facility of library

    Associated to various communities such as BackpackersClub, MBA- Mocha Bike Association and Mocha Film Club

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    Amity Business School

    In highly urbanized cities and metros thereis high economic viability of the concept ofthe place. Whereas in smaller cities such a

    concept might as well fail due lessindustrialization, low modernization andlesser crowd attraction. Thus, in such citiesthe size of the segment will not be big

    enough to drive the growth of the caf.

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    Amity Business SchoolVarious locations of Caf Mocha

    Mumbai: Churchgate, Juhu, Powai, Mulund,Lokhandwala, Bandra (Mocha Mojo)

    Chennai: Adyar (Mocha Mojo)

    Hyderabad: Banjara Hills

    Pune: Law College, Koregaon Park

    Bengaluru: Koramangala, Lavelle Road

    Delhi(NCR): Defence Colony, Greater Kailash I, VasantKunj (Mocha ArtHouse), Gurgaon, Saket, Civil

    Lines

    Kolkata: AJC Bose Road

    Jaipur: Malviya Nagar

    t

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    uest on

    Do they need to change theoffering and the entireexperience for smaller cities?

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    Caf Mocha has never followed sameinterior designs in any of their outlets likethe conventional coffee bars- each outletlike the other.

    Every outlet follows a continuity of designinstead of replication.

    In every new outlet, a change in Menu,

    Dcor and Ambience is made thus,providing the same experience in newstyle.

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    BENGALURU

    MUMBAI

    PUNE

    DELHI

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    Expanding In different citiesProduct Caf Mocha should not make any changes in their core

    product offerings i.e. coffee, hookah, food and low calorieproducts.

    They should start with their highest selling products and thenafter observing the trends of customer response introduceother options.

    Dcor

    Mocha has no particular theme or ambience It should continue with its concept of multiple interior designs

    for its outlets and design outlets so as to suit the personality ofthe crowd in the particular city

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    Price Due to low competition, Caf Mocha can continue with

    their pricing strategy Its concept differs from CCD and Barista thus they are not

    in direct competition with Caf Mocha Since mostof the customers are young students and

    professionals they wouldnt mind spending money for afun-filled, relaxing experience

    Promotion

    Caf Mocha should follow their notion of creating a buzzin the opinion leading cities, they did in Mumbai beforelaunching their outlets in Pune and it was a success

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    Thus, Caf Mocha should not make muchchanges in their core products. They should,however, make minor changes suiting the cultureand lifestyle of the particular cities.

    High risk prevails in terms of acceptance bylocals in some cities, in such places concept ofMocha Expess could be used initially to attract theattention of customers

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    Justify the Positioning of CafMocha through Evidence ofService described in the case.

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    Evidence of services is the environmentin which the service is delivered and wherethe firm and customer interact, and anytangible components that facilitate

    performance and communication of service. Positioning means the process by whichmarketers try to create an image or identityin the minds of their target market for itsproduct, brand, or organization.

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    Evidence of Services at Caf Mocha

    People Arabic style uniforms for waiters Friendly staff Quick service

    Process Flow of activities is simple and not complex

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    Physical Evidence Furniture: low-lying comfortable

    seating, also customers canbuy furniture of their choiceand take a part of mochahome

    Ethnic cutlery and crockery Hookahs to give a royal touch

    User-friendly and attractivewebsite

    Menu card Library

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    Positioning Place to hang-out with friends and indulge in a 30 min

    vacation , have fun and relax A place to discuss ideas and passions with ones own

    space and privacy

    A place which provides various varieties of coffee andfood under one roof

    An ideal place for hookah lovers with multiple flavors ofhookah available

    A place where not only friends but solo eaters can relaxand enjoy their meal along with facility of library

    Associated to various communities such as BackpackersClub, MBA- Mocha Bike Association and Mocha Film Club

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    Discuss the Role of Servicescapeof Caf Mocha on all the fourattributes of Servicescape.

    Question 3

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    SERVICE SCAPE The environment

    in which the

    service isassembled and inwhich the seller

    and customerinteract, combinedwith tangiblecommodities that

    facilitate

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    UseOf

    vibrant

    Color

    s

    Different from othercaf chains in India

    Low floor seating, Book

    shelf, Individual chairs,

    Relates to the personality-

    creative, individualistic,Explorer, intellectual.

    With the use of use of colors

    it identifies itself with the

    youth.Displays energy and induces

    positivity.

    PACKAGING

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    FACILITATOR

    l

    C

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    SOCIALIZER

    T

    y

    p

    e

    o

    f

    b

    e

    h

    a

    Complet

    eFr

    eedo

    m

    F

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    D

    iffer

    entia

    tesfr

    Freedomt

    obuy

    anyth

    DIFFERE NTIATOR

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