mocha case study
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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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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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