Beruflich Dokumente
Kultur Dokumente
Opportunity Matrix
Opportunity matrix I+(I-S)
Offers 3.6201 3.8733 4.44 3.7467 4.1867 4.2199 3.2 4.2267 4.2733 5.2334 Customer Service Price Quality Fragrance Variety Ambience Availability
Overall Service
Location
Opportunity Matrix
5: Highest 1: Lowest
Competition Analysis
Capabilities (areas of competitors strengths and weaknesses) Product Dealer/distribution Operations R&D Financial strength Organization & managerial ability Personnel turnover
Weakness
High prices Mature age group is target segment
Opportunities
Up-scale societies International airport Social Clubs Expansion in extended suburbs Tie-up with corporate parks
Threats
Existing coffee shops Starbucks, Dunkin Donuts Caf shops at 5-star hotels
Porters 5 Forces
Gap Analysis
Customers want something more than just coffee Value addition through :
Niche collection of books Board Games
Service
1. Training & Education to Staff 2. Core Values deliver passion, accountability, consistency, inspiration & integrity. ADVANTAGE : Highly Personalized Services
Bonne Lecture
Acquire & maintain a rich library of books
Differentiation
Relax with books over a cuppa of coffee
Positioning
Read & play with coffee
Value Proposition
Deliver quality consistent coffee with personalised service at value prices
Brand Di Bella
Be a Kaffeine Reader!
Brand Di Bella
Identity: Emphasis on luxury and comfort with style, for coffee and the book lovers . Aesthetic ambience.
Image: Coffee with books & games
Brand Promotion
Have a brand ambassador to promote coffee literary giants like Anil Dharker, Sudha Murty, Chetan Bhagat
Sponsors of Literary Fests presence of kiosks Sponsors of book launches of known writers
Smell:
Natural coffee aroma
Usage Imagery :
Leisure Meetings with Family and friend over book and Coffee
Stress Reliever
Premium Coffee & Books
People
Marketing Mix
Personalized service black shades of dress. Guidance for the choice of coffee.
Physical Evidence
Ambience will be plush & luxurious. Expectation is to spend quality time with our delicious coffee & niche collection of books
Pricing
Pricier than
Marketing Mix
Process
The person serving the customer will be equipped with iPad and have interactive menu customize your own coffee Intellisense
Place
Outlets located in strategic locations Located at High Street/Family
Marketing Mix
Promotion
Di Bella Reward program Make-your-own-coffee system Crockery & Accessories
Product
New flavors & tastes implausible
experience of coffee
3 Layers of a Product
High Involvement
FCB Grid
Emotional
Rational
Low Involvement
Way Forward
Increase geographical spread Corporate tieups Premium housing societies Increase in Sales
Inorganic Growth
Project At A Glance
Shop name Product Location Capacity : Di Bella : Coffee : Kandivili : 4800 cups/month
Group No 3
Ramakrishnan V - 80118120007 Imtiyazul Haque - 80118120014 Diven Bhatia - 80118120080 Manan Kothari - 80118120083 Dharnik Shah - 80118120088 Amit Singh - 80118120093