Bayars coffee:

Started in 1971, Bayar coffee today runs about 19 outlets in and around Bangalore. Its unique
competitive advantage is its taste which is a result of intense experimentation with coffee
blends and roasting techniques. The company currently produces around 12 different variety
of roasted coffee ranging from home blends to institutional blends to international blends.
The companys main target is to increase the number of outlets while also increasing its
foothold in the institutional business. With adoption of new technologies the company
succeeded to win the Best roasters award third time in a row in 2014.
Success and failure of Bayars coffee due to branding reasons:
Factors
Awareness

Explanation
Awareness is high in areas in and around
Bangalore due to large number of outlets
present
Bayars has tried to position itself through its
Positioning
unique Bayars taste which has evolved over
consistency
the years but has maintained its aroma.
Differentiation Its roasting capabilities gives it a huge
differentiating factor and hence it has
differentiated itself as a company which value
innovation in coffee making
Unique taste, settled
Associations

Result
Regional High
National - Low
High

High

Positive

Communication from Bayars coffee:

Mainly dependent on word of mouth campaigning as it is very much a local brand.
Bayars filter coffee: Rs. 80/200 g