THE ITALIAN COFFEE MASTERS

TABLE OF CONTENTS
Letter Of Transmital. 3 Executive Summary.. 5 The C sta St ry. ! The "erfect Cu#. $ %issi n & 'isi n.. & Business " rtf li .. & %ar(etin) O*+ectives.,Tar)et %ar(et.,, %ar(et Se)mentati n...,, %ar(et Tar)etin)..,. %ar(et /efiniti n.,. Economic Profile,. Age Demographics.,. %ar(et " siti nin).,0 %ar(et %ix..,0 "r 1uct,0 "rice.,$ L cale...,$ "r m ti n,& %ar(et /eman12O## rtunity %easurement.,& 3r 4th Share %atrix23E A##r ach...,& %ar(et Attractiveness,5 Business Stren)ths..,5 "r +ecte1 Sales in "a(istan...Bu1)et F recasts..... Strate)ic "lannin)..3 Future "r m ti n an1 Ex#ansi n "lans.0 Analysis....5 6ec mmen1ati ns...!

EXECUTIVE SUMMARY
This re# rt strives t utline the strate)ic an1 mar(etin) a##r ach t *e un1erta(en f r COFFEE8 a chain9 #art Family. f a :;9 *ase1

the current year *y the 7 %ultinati nal c n)l merate

"LC is The :;<s lea1in) = s#itality C m#any 4ith franchises all ver the 4 rl1. Their *usiness enc m#asses = tels> 6estaurants ?= useh l1 names li(e T3@ Fri1ayA> =ealth an1 Fitness #lus Other Businesses. The c ntents f this re# rt inclu1e mar(et se)mentati n> # siti nin) an1 tar)etin) al n) 4ith the )r 4th ## rtunities. %ar(etin) an1 #r m ti n strate)ies an1 the Sales an1 Bu1)et F recasts f r the next Five years #lus the "r fit an1 L ss estimati n f r this #eri 1 are als inclu1e1.

Marketing Report

The

Story

Brun B Ser)i C sta set u# their fam us c ffee r astery in Lam*eth> L n1 n in ,5$,> su##lyin) l cal caterers an1 @talian c ffee sh #s 4ith an excitin) c ffee> sl 49r aste1 the @talian 4ay. "e #le c ul1n<t )et en u)h f it an1 *y ,5$& the first C sta es#ress *ar #ene1 in 'auxhall Bri1)e 6 a1 in L n1 n. T this 1ay 4e still use the same meth 1 f sl 49r astin) ur c ffee *eans> servin) the *r thers< authentic *len1 f ! Ara*ica *eans t , 6 *usta in 5-- c ffee sh #s all ver the 4 rl1. T serve the *est c ffee in the true @talian style> 4e f cus n Cuality c ntr l at every sta)e f the c ffee ma(in) #r cess fr m *ean t cu#. :nli(e any ther c ffee c m#any in the :;> 4e have ur 4n r astery t ensure ur uniCue *len1 is #erfect every time.

Marketing Report

The Perfect Cup

S me #e #le 4 ul1 call ur #ursuit f the #erfect cu# f c ffee an *sessi n. De 1 n<t care9 *ecause n thin) less 4ill 1 . Our @talian %asters s#en1 their lives selectin) the finest *eans B r astin) them t #erfecti n. T #re#are ur c ffee 4ith any less care B attenti n t 1etail 4 ul1 *e sacrile)e. Our *aristas are traine1 Eeven in1 ctrinate1F in the F ur %s.

%iscela
BlendG C sta has a uniCue *len1 4e call the % cha @talia

%acinatura:
Grind: Every cu# f C sta is ma1e fr m freshly )r un1
*eansH )r un1 t the exact c nsistency t ensurin) #erfect extracti n f flav rs B ar ma. De use the Ferrari f )rin1ers9the %aIIerJt ensure the 7Perfect Cup8

%acchinaG
Machine: C sta sh #s use s#ecially 1esi)ne1 @talian
es#ress machines. They have *een tune1 B #erfecte1 ver the last t4enty years t achieve hi)h v lumes f #erfect es#ress ?the heart f every c ffee 1rin(A

%annaG
Hand: the s(ill f the Barista influences the 7"erfect Cu#8
S they un1er) extensive B intensive trainin) at C ffee Aca1emy t reach the excellence that<s C sta ur

Marketing Report

VISI !:
Our visi n is t *e the *est h s#itality c m#any that there is 9 a family f relate1 h tel> restaurant an1 leisure clu* *ran1s rec )niIe1 *y ur #e #le> )uests an1 invest rs as lea1ers in each mar(et in 4hich 4e #erate.

MISSI !:
"T# $er%e the &e$t c#ffee in the true Italian $t'le()

BUSI!ESS P RT* +I :
C sta C ffee is a #art f the Dhit*rea1> family f *ran1s> 4hich is in the *usiness f #r vi1in) h s#itality in ne sha#e r f rm. They #erate the num*er ne *ran1 in the :; an1 ar un1 the 4 rl1. Together, they welcome with a smile more than 10 million customers a month. C sta C ffee is the lea1in) f rce in the 4 rl1 c ffee mar(et. The *ran1 is re#ute1 ren 4ne1 an1 #referre1. @n the year .--0 C sta nette1 a turn ver f K ,>-03.$ milli n

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Marketing Report

MAR,ETI!G

B-ECTIVES:

3r 4in) the #r fita*ility> scale an1 mar(et share in the "a(istani mar(etH /evel #in) ne4 #r 1ucts that have the # tential t reach si)nificant scaleH %ana)in) activitiesH ur *usiness s that shareh l1er value is a11e1 *y each f ur

Ensurin) that *ran1 is a lea1er in its fiel1 f r cust mer serviceH D r(in) t meet ur res# nsi*ilities t the 4i1er sta(eh l1ers in ur *usiness> inclu1in) c mmercial #artners an1 the c mmunities in 4hich ur *ran1s #erate.

Marketing Report

TARGET MAR,ET
C ffee strives t a##eal t all a)es. L un) an1 %ature> all c nsumers are * un1 t *e satisfie1 *y their array f ch ices. The menu is 1esi)ne1 s#ecifically t cater t 1ifferent #references an1 the Cuality f their c ffee satisfies the m st 1iscernin) f tastes. C ffee c ntinues t satisfy c nsumers all ver the 4 rl1.

%ar(et Se)mentati nG
F r the #ur# se f 1efinin) the tar)et mar(et> the f ll 4in) mar(et se)ments 4ere esta*lishe1 after researchin) the restaurant an1 cafe9) in) c nsumers an1 the clientele f alrea1y esta*lishe1 c m#etit rs. Ec n mic "r fileG %i11le Class :##er %i11le Class "rivile)e1 Class Teena)ers L un) A1ults A1ults %ature ,! 9 ,5 years ,& 9 .5 years .5 J 5- years 5- an1 a* ve

A)e 3r u#sG

"r fessi nal Classificati nG Stu1ents L un) "r fessi nals %ature "r fessi nals 6etire1 %arital an1 Familial StatusG Sin)le Sin)le 4ith /e#en1ants %arrie1 %arrie1 4ith Chil1ren %arrie1 4ith /e#en1ants Ethnic an12 r 6eli)i us Classificati nG Christen> %uslim> =in1u Other Asian> Caucasian> African American> Latin9 American> Eur #ean

Marketing Report

%ar(et Tar)etin)G
Dhile evaluatin) their c nsumer mar(et the c nclusi n 4as that the i1eal c nsumer<s ec n mic #r file 4ill *e :##er %i11le Class "rivile)e1 Class

Dhile the a)e 1em )ra#hics 4ill *eG Stu1ents an1 L un)sters "r fessi nals Families %ature C nsumers

3en1er an1 Ethnic26eli)i us Bac()r un1 4as researche1 t have minimal r n effect n the ch ices c ncernin) c ffee ma1e *y c nsumers an1 their #atr na)e f c ffee h uses.

%ar(et /efiniti n:
Ec n mic "r fileG
T achieve the visi n f "T# $er%e the &e$t c#ffee in the true Italian $t'le() they 4ill c ntinue usin) the same meth 1 f sl 49r astin) c ffee *eans that is uniCue t t this 1ay. The f cus 4ill *e n Cuality c ntr l at every sta)e f the c ffee ma(in) #r cess fr m *ean t cu#. :nli(e any ther c ffee c m#any in the :;> has its 4n r astery t ensure their uniCue *len1 is #erfect every time. They say> 4hen y u r1er a cu# f c ffee t 1ay> it is still ma1e s(illfully *y han1 rather than *y the aut mate1 c ffee machines use1 *y ma+ r c m#etit rs.

A)e /em )ra#hicsG

Student$ and Y#un.$ter$ i.e. y un) men an1 4 men in the a)e *rac(et f ,!9.0

years are estimate1 t f rm 3-M f the tar)et mar(et. This )r u# 4ill #atr niIe f r the am*iance an1 the #resti)e as 4ell as the 1elici us menu. /ue t

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Marketing Report the *ur)e nin) 7C ffee Culture8 in "a(istan> the y uth is fl c(in) t 4ar1s c ffee h uses an1 cafes as their latest NDaterin) = les<. The internati nal #resence> re#utati n f luxury an1 the ima)e f class ass ciate1 4ith is * un1 t attract this )r u# an1 ma(e them a si)nificant fracti n f s # tential clients.

Pr#fe$$i#nal$ *el n)in) t all careers an1 in the a)e *rac(et f .0 J 05 years are
antici#ate1 t f rm 05M f the future clientele. These 4ill *e u# an1 c min)> 1ynamic #ers ns 4h 4ill a##reciate the m uth94aterin) menu> ex#e1iti us service an1 seri us atm s#here. is the i1eal envir nment f r efficient lunches an1 meetin)s fr m casual t semi f rmal t f rmal.

*a0ilie$:

<s menu caters t a variety f tastes an1 aims t satisfy all (in1s f cust mers. Th u)h a lesser #ercenta)e than Stu1ents an1 "r fessi nals> 4e h #e that c nsumers 4ith families 4ill ma(e u# ,-M f the # tential #atr ns. s 4i1e array f scrum#ti us ch ices is 1esi)ne1 t 1ra4 c nsumers f all a)esG the melt9in9y ur9m uth> lusci us 1esserts 4ill 4ith ut 1 u*t ma(e chil1ren l ve them 4hile their #arents can als en+ y the uniCue> 1elici us c ffeeH %a(in) a c m#lete family ex#erience.

Mature C#n$u0er$: Their missi n is t #r vi1e excellent @talian c ffee t

c nsumers 4 rl14i1eH their tra1e mar( is the exce#ti nal Cuality an1 first class flav r. Dh *etter than a mature1> ex#erience1 veteran 4ith 1iscernin) taste t a##reciate the finer # ints f O The mana)ement h #es that %ature1 C nsumers 4ill c m#rise ,5M f the # tential clientele.

Mar/et Se.0entati#n

Stu1ents an1 L unsters> 3-M

"r fessi nals> 05M

%ature Families> ,-M C nsumers> ,5M 11

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MAR,ET P SITI !I!G:

The # siti nin) strate)y t *e em#l ye1 *y is in (ee#in) 4ith their )l *al # siti nin)9 i.e. they are the @TAL@AN COFFEE %ASTE6S The Cuality f their c ffee is *etter than the c m#etit rs9 it tastes *etterH it is m re hy)ienic an1 t tally uniCue. The ima)e f is that it has the BEST an1 m st :N@P:E c ffee. The sec n1ary r un1erlyin) # siti ns f 9 )l *ally an1 f r the u#c min) mar(et in "a(istan are the Hi.he$t Standard #f +u1ur'2 The Be$t Ser%ice and a Reputati#n *#r E1cellence.

THE ITALIAN COFFEE MASTERS

Their ta) line> as menti ne1 a* ve> c mmunicates their # siti n as the #reeminent in the *usiness t the masses. This certainly ma)netiIes m re an1 m re #e #le t c me ver t .

MAR,ETI!G MIXG "r 1uctG

Bran1 NameG
Their *ran1 name is their si)nature. The name f si)nifies luxury> excellence an1 #erfecti n all ver the 4 rl1. @n t 1ay<s mar(et envir nment> al n) 4ith Cuality> @ma)e an1 Status are als all im# rtant. The Cuality an1 excellence that is has ma1e this *ran1 name a tra1emar( that is rec )niIe1 an1 #ursue1.

@ma)e2ThemeG
Luxury an1 C mf rt
The ima)e f is luxury. The theme has *een 1esi)ne1 s#ecifically 4ith the c nsumers in min1. The em#hasis is n luxury an1 c mf rt9 4ith style. The am*iance 1

Marketing Report #r vi1e1 is tren1y as 4ell as s thin). The s *riety f invites c nsumers t s#en1 a #leasant time 4ith their c m#any 4ith ut the tac(y flash an1 )litter.

C l r Scheme
The theme f > fr m the *ran1 l ) > the c l r scheme f the #remises> t the entire feel f ur *usiness is 4arm t nes B relaxin) c l rs. The 1 minant c l r in the l ) an1 the #remises f is *r 4n 4ith t uches f *lac(> 4hite B )reen. The c l r theme is ch sen f r relaxati n B c mf rt as 4ell as *ein) u#*eat B tren1y.

ServiceG
s re#utati n f r excellence a##lies n t nly f r the exce#ti nal c ffee *ut als the insistence n #erfect service. 6ecruitin) an1 retainin) hi)hly m tivate1 an1 talente1 #e #le is essential an1 )reat em#hasis is #lace1 n im#r vin) the s(ills> ex#ertise an1 #erf rmance f ur #e #le thr u)h a4ar194innin)> in1ustry9lea1in) trainin) an1 1evel #in) #r )rams.

1!

Marketing Report

"r 1uct varietyG

=ereQs ur c re c ffee ran)e> s y u can 4 r( ut 4hat y u fancy.

Single Shot Chocolate

Double Shot Ristretto

Steamed Milk Frothed Milk

Short, strong, sweet and black: just what you need to start the day and perfect after a meal

Espresso

!spresso with hot water: a longer coffee with an espresso taste

Americano

Espresso Doppio
" double shot of espresso: twice the strength for an e#tra kick

!spresso topped with steamed, frothed milk and a sprinkling of chocolate: breakfast coffee you can enjoy all day

Cappuccino

Ristretto
" $ery short espresso: %he ultimate strength shot

!spresso with steamed milk: plenty of milk and lots of fla$our

Caff Latte

Mocha
!spresso with a dash of frothed milk: " smoother fla$our with all the taste

Macchiato

!spresso with chocolate, topped with steamed, frothed milk and a sprinkling of chocolate: spoil yourself with the ultimate coffee indulgence

As 4ell as fferin) the finest c ffee> C sta has a 4i1e ran)e f alternatives inclu1in) h t ch c late> teas an1 infusi ns> ice1 c ffees B frescat . See ur full in st re menu f r m re 1etails.

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Marketing Report

"ricesG
C ffee is internati nally ren 4ne1 f r is uniCue *len1 f @talian C ffee> first9 rate service> =i)hest re)ar1 f r Cuality an1 a 1eterminati n t #r vi1e the *est hand0ade c ffee f r the m st 1iscernin) c nsumers 4 rl14i1e. The c nsumers a##reciate these eff rts an1 are l yal t . They 4ill value s c mmitment t their satisfacti n an1 realiIe that luxury c mes at a c st. A c st that 4ill n t 1eter them fr m #ursuin) the excellence f the c ffee at . The #rices f all the #r 1ucts are c m#aratively hi)her at . But this is ffset *y the utstan1in) Cuality an1 1iscernin) tastes at . One f the reas ns f r ch sin) the #rivile)e1 an1 hi)her mi11le classes in the tar)et mar(et is the #rices.

Our L cale 2 Settin)G

Our first ventures in "a(istan are )reatly antici#ate1 an1 4e inten1 t meet an1 ) beyond these ex#ectati ns.

L cati nG
After th r u)h research> an1 c m#etitive analysis the #erfect l cati ns in terms ex# sure> accessi*ility an1 c m#etitive e1)e have *een acCuire1. f

;arachi> 1ue t its metr # litan 4ay f life an1 culture an1 i1eal mar(et # tential 4as ch sen t *e the launch #a1 f r initiati n int the "a(istani mar(et. A #rime l cati n at main RamIama ha1 *een ren vate1> 1esi)ne1 an1 revam#e1 acc r1in) t the stan1ar1 f franchises 4 rl14i1e. Other selecte1 l cati ns als inclu1e Baha1ra*a1 an1 Sea 'ie4 at ;arachi. #lans t m ve t ther cities f the c untry as 4ell. All future l cati ns f utlets in "a(istan 4ill *e reCuire1 t *e the m st c nveniently l cate1 at the hu* f cultural activity an1 # ssess the *est c m#etitive a1vanta)e. The invent ry an1 easy trans# rt facilities have als *een a #art f the 1eci1in) fact rs 4hile ch sin) the a##r #riate l cale.

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"r m ti n:
The #r m ti nal strate)y f r the Launch f in "a(istan has *een m stly l 4 (ey. Th u)h it is a c ffee h use an1 the c ffee h use culture is *uil1in) u# as an u#c min) tren1 in "a(istan> a l t f a1vertisin) is unnecessary. This is s *ecause <s *ran1 name is en u)h f r them t muster the reCuire1 tar)et mar(et. % st f the a4areness 4ill *e thr u)h the 4 r1 f m uth f #e #le am n)st the masses. =ence the re#utati n is m re that c unts.

MAR,ET 3EMA!3 4

PP RTU!ITY MEASUREME!T

Bef re ex#an1in) int any mar(et> its ## rtunities an1 ris(s have t *e analyIe1. Smart Business is t venture int mar(ets that have ## rtunity f r #r fit maximiIati n. The attractiveness f any mar(et 1e#en1s n the certain fact rs that have t *e 1uly c nsi1ere1 *ef re launchin) any ne4 #r +ect an1 even after launchin) it t c ntinue a *alance1 )r 4th f the mar(et shareG

3r 4th Share %atrix23E A##r ach

The 1ecisi n t ex#an1 t any ne4 mar(ets 1e#en1s lar)ely attractiveness an1 the Business Stren)th. n the mar(et

%ar(et Attractiveness
*act#r$ Overall %ar(et SiIe Annual %ar(et 3r 4th 6ate C m#etitive @ntensity Techn l )ical 6eCuirements @nflati nary 'ulnera*ility Rate 3.5 3.$5 3 ..5 0.5 *act#r$

Business Stren)th
Rate 0.5 5 0.5 3.5 0.5 0 3.5

%ar(et Share 3r 4th "r 1uct Puality Bran1 6e#utati n /istri*uti n Channel "r m ti nal Effectiveness "r 1uctive Efficiency %ana)erial "ers nnel

%ar(et Attractiveness
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Marketing Report As the a* ve ta*le in1icates> the attractiveness f the "a(istani %ar(et f r C ffee is sli)htly a* ve avera)e. The escalatin) C ffee Culture an1 the increase f C ffee 1rin(ers in "a(istan sh 4 a healthy )r 4th rate. The Techn l )ical 6eCuirements f r this #articular venture in "a(istan are n t t *ur1ens me> c nsi1erin) the nature f the enter#rise> the stan1ar1 f the tar)et mar(et an1 the # ssessi n f a1vance1 techn l )y *y c ffee. Alth u)h the @nflati nary #ressure 1 es ten1 t increase an1 is unsta*le> the nature f the tar)ete1 mar(et se)ments remains alm st unaffecte1. C ntracts 4ith the su##liers> trans# rters an1 em#l yees an1 ther 1ama)e9c ntr l measure als #r tect the enter#rise fr m seri us 1an)er. Thus the verall %ar(et Attractiveness is a* ve avera)e an1 suita*le f entry.

Business Stren)th
C ffee is an esta*lishe1> internati nally 4ell9(n 4n an1 successful mem*er f the Dhit*rea1 Family. The Cuality f its #r 1uct is unCuesti na*ly the *est. @n fact> is ren 4ne1 as 7T=E @TAL@AN COFFEE %ASTE6S8 The "r 1uct Puality f s#ea(s f r itself thr u)h internati nal success> rec )niti n B a4ar1s. The )l *al re#utati n B %ar(et Share f its Bran1 Name is increasin) at ra#i1 #ace> 4ith utlets in the :;> Eur #e> %i11le East> @n1ia B n 4 "a(istan> #lus 1eals t launch in " lan1> 6 mania an1 Bul)aria. @n (ee#in) 4ith the re#utati n f r excellence> inten1s t em#l y the *est f the availa*le res urces in "a(istan 4hich inclu1es the *est availa*le "r 1ucti n> "r m ti n an1 /istri*uti n team. The Dhit*rea1 Family> inclu1in) als has a )l *al re#utati n f r em#l yee recruitment> trainin) an1 retenti n 4hich they u#h l1 in "a(istan.

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Marketing Report

Business Stren)th
Hi.h Mediu0 +#5

Hi.h Mediu0

+#5 Thus the Business Stren)th is c nsi1ere1 exce#ti nal an1 the verall # siti n is i1eal f r ex#ansi n int the "a(istani mar(et.

PR -ECTE3 SA+ES I! PA,ISTA!

,--M 5$M &5M

3r 4th ?Sales> %ar(et ShareA

Current %ar(et " siti n

/ec San %ay Se#t .--! .--$ <-$ <-$ /ec N-$

Ti0e +ine 6Year 7889:788;<

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Marketing Report The #r +ecte1 sales f C sta 1urin) its first six m nths are antici#ate1 t rise s4iftly t alm st 5$M. The increasin) tren1 f the mar(et> ccasi ns li(e Christmas> Ne4 Lear an1 the arrival f the 4inter seas n9 al n) 4ith 4inter vacati ns> an1 the n velty f a ne4 internati nal *ran1 f ur re#ute an1 f c urse ur excellent #r 1uct are li(ely t * st sales ra#i1ly. At the #ea(> in a##r ximately %ay> interest is ex#ecte1 t e** 1ue t the en1in) f the 4inter an1 vacati n seas n> familiarity 4ith the *ran1 an1 its #r 1uct. The ne time visit rs are li(ely t cease t visit the utlet an1 the esta*lishe1 clientele is ex#ecte1 t remain. Thus a sli)ht 1i# in sales t alm st &$M is f recaste1. Ar un1 Se#tem*er n4ar1s> a stea1y incline in sales is antici#ate1 as a result f increasin) mar(et siIe an1 mar(et share> #r m ti ns> #r 1uct 1iversificati n etc. These #r +ecte1 sales fi)ures are very attractive an1 #r ve ex#ansi n int the ne4 mar(et t *e i1eal. Al n) 4ith this analysis> the sales f recast 4ith res#ect t the in1ivi1ual tar)et mar(ets are als very #r misin)H

Market 2006 2007 2008 Total Students & Youngsters Rs. 2,000,000 Rs. 2,300,000 Rs. 6,300,000 Rs. 10,600,000 Mature Consumers Rs. 755,000 Rs. 780,000 Rs. 1,280,000 Rs. 2,815,000 Families Rs. 70,000 Rs. 85,000 Rs. 1,720,000 Rs. 3,675,000 !ro"essionals Rs. 1,775,000 Rs. 3,275,000 Rs. ,200,000 Rs. 14,250,000 Totals Rs. 5,500,000 Rs. 7,340,000 Rs. 18,500,000 Rs. 31,340,000

Millions

10 8 6 4 2 Youngsters Mature Consumers Families Professionals

0 t the )ra#h it can *e seen that the mar(et share f the stu1ents an1 Acc r1in) y un)sters an1 the #r fessi nals is ex#ecte1 t rise 4ay m re than the thers. This is s 2006 2007 2008 *ecause the y uth is m re incline1 t 4ar1s the u#c min) ne4 tren1s in t 4n an1 are

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Marketing Report #r ne t a1 #t the chan)es in s ciety. Since the c ffee culture is a ne4 tren1 m untin) in "a(istan> the a1 lescents are a#t t 4ar1s it. As f r the #r fessi nals> the relatively s thin) an1 #eaceful am*ience f the c ffee h use an1 the easily a##r acha*le vicinities ten1 t *e an a1vanta)e f r *usiness meetin)s an1 ther4ise. "r fessi nally> me1ia has als a##r ache1 C sta f r filmin) vari us #r )rams. This has a11e1 t the stan1in) f C sta C ffee an1 has si)nificantly increase1 the res# nsiveness f the civics.

BU3GET * RECASTS:
The f recaste1 *u1)et f r the u#c min) t4 years is as f ll 4sH
TYPE #$$ommodation &raining &rans(ortation Fi)tures Total CURRENT Rs. 2,000,000 Rs. 1,500,000 Rs. 250,000 Rs. 2,000,000 Rs. 5,750,000 2007 % Rs. 500,000 Rs. 350,000 % Rs. 850,000 2008 Rs. 5,000,000 Rs. ',000,000 Rs. 1,000,000 Rs. 7,000,000 Rs. 17,000,000 Total Rs. 7,000,000 Rs. 6,000,000 Rs. 1,600,000 Rs. 9,000,000 Rs. 23,600,000

Millions

8 7 6 5 4 3 2 1 0 Current 2007 2008 Accommodation Training Trans ortation Fi!tures

Marketing Report

STRATEGIC P+A!!I!G
The Current %ar(et " siti n acc r1in) t the 3E %atrix an1 the #r +ecte1 sales fi)ures lea1 t c nclu1e that an @NTENS@'E 36ODT= ST6ATE3L sh ul1 *e em#l ye1. By a##lyin) the situati n t the A!S ** PR 3UCT4 MAR,ET EXPA!SI ! GRI3:

C:66ENT "6O/:CTS C:66ENT %A6;ETS

,. %ar(et "enetrati n Strate)y

NED "6O/:CTS
3. "r 1uct /evel #ment Strate)y

NED %A6;ETS

.. %ar(et /evel #ment Strate)y

0. /iversificati n Strate)y

The c m*inati n f an existin) an1 4ell9esta*lishe1 Business in excellent Stren)th an1 entry int a ne4 Attractive %ar(et> #lus an i1eal )r 4th f recast su))ests the a1 #ti n f a MAR,ET 3EVE+ PME!T STRATEGYH 4here*y> the interest f a #revi usly unex#l re1 envir nment sh ul1 *e ar use1 in . Ex#ansi n int this ne4 mar(et 4ill reCuire a launch f ne4 utlets> *ran1 rec )niti n> esta*lishment f clientele an1 #r 1ucti n an1 1istri*uti n channels. "lus> esta*lishment f l cal mana)ement an1 em#l yees.

Marketing Report

F:T:6E "6O%OT@ON AN/ ET"ANS@ON "LANSG

C sta 4ill *e launchin) m re *ranches all ver "a(istan after 1evel #in) an even firmer h l1 n the l cal ;arachi mar(et. The ex#ansi n has *een #lanne1 f r the next year that is .--&. the next tar)ets 4ill inclu1e Lah re an1 @slama*a1. F r that #ur# se a)ain the launch 4ill n t *e very extrava)ant> *ut the alrea1y esta*lishe1 re#ute in the metr # litan f ;arachi an1 the attachment f T' #r )rams an1 stars 4ill 1 the reCuire1 mar(etin). A1s 4ill *e #u*lishe1 in the lea1in) ne4s#a#ers an1 s me *ill * ar1 a1vertisin) 4ill als *e 1 ne. But ver all it 4ill *e l 4 (ey mar(etin) activity. All cate1 *u1)ets menti ne1 earlier have *een all tte1 (ee#in) the ex#ansi n in min1.

Marketing Report

A!A+YSIS:
The fin1in)s a* ve n tify that C sta has very str n) mar(et intensificati n # tential. De can *serve that C sta has exce#ti nal sales all thr u)h its first year after enterin) the "a(istani mar(et. The rati nale f ll 4in) this is the uniCue taste an1 the hi)hly re#ute1 ima)e f C sta in the Eur #ean mar(ets. The 4 r1 f m uth nly has #laye1 a si)nificant r le in their success. The cash infl 4s are #r +ecte1 t increase much this year an1 in the next year 4ith the 1evel #ment #lans. After ex#ansi n C sta 4ill *e a*le t esta*lish a firm an1 str n) f th l1 in all the ma+ r mar(ets f "a(istan. Since the tar)ete1 mar(et se)ments inclu1e nly the hi)her mi11le an1 elite classes> theref re the venture is even m re successful. The sales f recasts )ive y u an i1ea a* ut the mar(et share f stu1ents an1 y un)sters an1 the #r fessi nals increasin) s#ectacularly ver the s#an f these three years. This is 1ue t the Cuic( a1a#tati n *y ur y uth an1 their f n1ness t 4ar1s the ne4 tren1s. The #r fessi nals n the ther han1> al4ays seem t *e in the hunt f r calmin) an1 serene l cati ns t carry ut un fficial r fficial *usiness meetin)s. C sta has #r ve1 t *e a first9rate s# t f r the #ur# se> as the sales fi)ures su))est. A#art fr m this the #r fessi nal sales 4ith relati n t me1ia 4ill als increase since there is a very str n) sh 4*iI in1ustry in Lah re. Fr m the *e)innin) a num*er f T' channels have alrea1y starte1 airin) their #r )rams art C sta. =ence this 4 ul1 certainly increase the revenue )enerati n. Summin) u#> 4e can say that C sta has entere1 an1 has maintaine1 an excellent mar(etin) strate)y invitin) the cust mers an1 #r vi1in) them services that 4ill create a niche f C sta in the "a(istani mar(et very s n.

Marketing Report

REC MME!3ATI !S:

The sales f recast f C sta are very #r misin) *ut the franchise has n t a1 #te1 any a* ve r *el 4 the line #r m ti nal meth 1s. This sh ul1 *e c nsi1ere1. C sta sh ul1 a1 #t s me l 4 (ey #r m ti nal strate)ies. They can ) f r a1vertisin) thr u)h *ill * ar1s r )ivin) ut *r chures.