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Barista case notes. Baristas product mix constitutes a wide range of products that appeal primarily to traditional coffee lovers. Their products themselves are traditional products with traditional names. Food items like croissant, pastas, and sandwich

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Introduction

ePGP/ eMEP Marketing Management I Barista coffee was establishes in 1999 with the aim of identifying growth opportunities in the coffee business. Increasing disposable incomes and global trends in coffee indicate immense growth potential in one particular segment. More significantly, they believe they have been quick to spot a latent need waiting to be trapped: Coffee lovers seek a complete experience. One that combines intelligent positioning with the right product mix and carefully designed caf�s. In other words, customers seek an "experiential lifestyle brand". 1. What is Barista's market offering and how is it positioned? a. Market Offering: Barista's product mix constitutes a wide range of products that appeal primarily to traditional coffee lovers. Their products themselves are traditional products with traditional names. Food items like croissant, pastas, and sandwiches are complimentary to their coffee, and project a very classic image of Barista. b. Current Positioning; further compare the positioning with caf� coffee day Barista shop is characteristically provides Pleasant, Polite and Positive ambience to its customers of Upper middle and Upper class. Its targets Family, professionals, working couples, a meeting place and social interation venue. ...read more.

Middle

Implications: In India, we see increasing trend that people consume high volume of fruits and juices outside. This will increase high Recommendation: Though Veg and Non-Veg eatables are there in the shop, Pure-veg lovers will get confident only if its displayed seperately and served seperately. In India, we see increasing trend that people consume high volume of fruits and juices outside. This can be addition and also serving wine in the shop can also be considered. Pricing: Alternatives: Barista need to implement 'Skim Pricing Policy'. They began with a higher price, and skimmed the cream for the market. They can competitively match their prices against Caf� Coffee Day's prices. The prices are constantly changing though, mostly reductions in prices. Implications: This gradual price reduction meant that Barista could maintain its profit- maximization policy until it could earn large cost savings because of the benefits of high volume. The main factors that affect their pricing are their cost of goods sold. The costs are quite high because imports a majority of its products and product- sources. ...read more.

Conclusion

This means the investments is less and product mix is less, so ultimately affordable pricing to cover the middle class market. Implications: Since the franchise model increases the strong foot print in this food and beverage shop, the sales volume surely be expected to very high. Recommendation: Carefully selected location to issue Franchise in urban areas and small towns. Continous monitoring is required to ensure that quality is maintanied at regular intervals. 3. Recommend a growth strategy and formulate 2006-2007 marketing plan for Barista Coffee Company Ltd. Barista and Caf� Coffee Day were chosen because of their identical pattern of functioning and growth. They are the only two major players in the national coffee caf� industry, and their customers consider both as interchangeable brands. This is why it is important to study how these brands differentiate themselves from each other, and attempt to improve brand loyalty amongst their customers. To differenciate the Pure Veg items, it can have a zone inside the shop for Vegitarian eaters. They could start merchandising also consists of primarily coffee related products like coffee beans, coffee machines, etc. Including Fruits Juice mix and Wine to attract more crowd. ...read more.

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