PRESENTED BY: Amity Business School GROUP 507 EESHA TAYAL E-42 AKANKSHA BAKSHI F-16 SONAL TANEJA

F-17 SANYUKTA MOHAN SINGH F-18 AVINASH MISHRA F-44 CHANDERMEV VP F-54

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Question 1

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Do STP for Caf Mocha. Does the size of the customer segment justify the economic viability of the concept in other cities?

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Segmentation is simply the process of dividing a particular market into sections, which display similar characteristics or behaviour. There are a number of segmentation variables that allow an organisation to divide their market into homogenous groups. Geographical Segmentation Caf Mocha only focuses on the consumers living in urban areas.

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Behavioral Segmentation
High quality coffee and food Large variety of coffee (18 different coffee beans), blends, desserts, light shakes and desserts for calorie conscious customers and featured products like chai and bhajjiyas in monsoons First ones to bring the concept of hookah in the country to provide 30 min vacation to customers Quick service

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Psychological Segmentation Outdoor seating, bright lighting, comfortable seating for cheerful 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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Demographic segmentation Middle and high income groups Students and working class people looking for spending quality time with friends and colleagues

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Targeting is defining the target market. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy.

Caf Mocha targets

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Working professionals and business executives 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 its product, 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 and enjoy their meal along with facility of library Associated to various communities such as Backpackers Club, MBA- Mocha Bike Association and Mocha Film Club

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In highly urbanized cities and metros there is high economic viability of the concept of the place. Whereas in smaller cities such a concept might as well fail due less industrialization, low modernization and lesser crowd attraction. Thus, in such cities the size of the segment will not be big enough to drive the growth of the caf.

Various locations of Caf Mocha

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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, Vasant Kunj (Mocha ArtHouse), Gurgaon, Saket, Civil Lines Kolkata: AJC Bose Road Jaipur: Malviya Nagar

Question 2
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Do they need to change the offering and the entire experience for smaller cities?

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Caf Mocha has never followed same interior designs in any of their outlets like the conventional coffee bars- each outlet like the other. Every outlet follows a continuity of design instead of replication. In every new outlet, a change in Menu, Dcor and Ambience is made thus, providing the same experience in new style.

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BENGALURU

PUNE

DELHI

MUMBAI

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Expanding In different cities

Product Caf Mocha should not make any changes in their core product offerings i.e. coffee, hookah, food and low calorie products. They should start with their highest selling products and then after observing the trends of customer response introduce other 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 of the 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 most of the customers are young students and professionals they wouldnt mind spending money for a fun-filled, relaxing experience Promotion Caf Mocha should follow their notion of creating a buzz in the opinion leading cities, they did in Mumbai before launching their outlets in Pune and it was a success

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Thus, Caf Mocha should not make much changes in their core products. They should, however, make minor changes suiting the culture and lifestyle of the particular cities. High risk prevails in terms of acceptance by locals in some cities, in such places concept of Mocha Expess could be used initially to attract the attention of customers

Question 3
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Justify the Positioning of Caf Mocha through Evidence of Service described in the case.

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Evidence of services is the environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance and communication of service. Positioning means the process by which marketers try to create an image or identity in the minds of their target market for its product, 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 can buy furniture of their choice and take a part of mocha home Ethnic cutlery and crockery Hookahs to give a royal touch User-friendly and attractive website 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 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 and enjoy their meal along with facility of library Associated to various communities such as Backpackers Club, MBA- Mocha Bike Association and Mocha Film Club

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Question 3
Discuss the Role of Servicescape of Caf Mocha on all the four attributes of Servicescape.

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SERVICE SCAPE

The environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate

 Amity Business School Differentfromother Of cafchainsinIndia Use t ran Lowfloorseating,Book vib s lor shelf,Individualchairs, Co

Relatestothepersonality

creative,individualistic, Explorer,intellectual.

Withtheuseofuseofcolors

itidentifiesitselfwiththe youth.

Displaysenergyandinduces

positivity.

PACKAGING

T o e n h a n c e e f

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FACILITATOR

e n

l o w

C o m p l e t T e
y p e o f b e h a

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SOCIALIZER

F r e e d o m

F r e e D d i o f m f e t r o e n b t u i y a t a e n s y t f h r

DIFFERE NTIATOR

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