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Marketing Essay

2455 words - 10 pages

Marketing Plan for Melto-Point Cafe
Coffee Industry
Coffee Market in India
Coffee is one of the most popular beverages in the world. The beverage industry in India has gained importance in the last few years. The beverage retail has become a fashionable concept today. A significant change in this industry in particular has been the growth of coffee industry. India had been traditionally tea drinking country for ages. Recently, a new mode of distribution for coffee has emerged in form of coffee chains. The coffee consumption by Indians has increased in the last 4 to 5 years. The coffee demand was 169 MT in 1990-91 has increased to 306 MT in 2003-04 and had increased to 405 MT in 2010. ...view middle of the document...

Some consumers may prefer tea over coffee and vegetarian food over non-vegetarian food. Some may prefer to have coffee as a means to socialize among friends and relatives whereas some may not have leisure to have coffee at the physical stores
All these customer needs and requirements have to be satisfied by the company.
Technological:
Technological developments in the industry have focused on the fresh coffee segment ignoring the soluble coffee segment. However, fresh coffee developments have failed to address significant issues in both milk-based and filter varieties.
Milk-based Coffee Equipment/machines must be cleaned regularly to maintain the output quality and standard which otherwise may lead to significant amount of substandard coffee being sold at a premium.
Filter-based Coffee Equipment Filter coffee must be discarded approximately every 30 minutes which otherwise will lead to inefficiencies if not done properly. In busy restaurant environments, this policy is often forgotten which leads to substantial substandard coffee being served to customers.Also technology can be used to improve the operational efficiencies of the stores.
Market analysis
Key Players
CCD: Taking pride in 130 years of coffee growing heritage, CCD is the first chain to enter retail by incorporating Amalgamated Bean Coffee Trading Company Ltd (ABCTCL) in the year 1994. Pioneering the café concept in India in 1996 by opening its first café at Brigade Road in Bengaluru, ABCTCL today is one of Asia’s top 500 companies and aims to be among the top three coffee retailing companies in the world.

Barista: Barista traces its roots back to the old coffee houses in Italy – the hotbeds of poetry, love, music, writing, revolution and of course, fine coffee. Offering alternative options and pleasures of coffee to millions, the chain is also revolutionising the coffee drinking experience in most Indian cities. Barista owns more than 200 stores currently in India and has cafes in other countries as well.
Costa Coffee: As part of its overseas expansion, British coffee retail chain Costa Coffee launched its outlet in New Delhi, becoming the first international coffee chain to start operations in India in September 2005. It has also been expanding its business through exclusive franchisee partnership with Devyani International and expanding aggressively to tap this potential market.
Coffee World: Coffee World is a premium specialty coffee house that offers a comprehensive range of hot, iced and ice blended beverages. The brand is known for its premium quality products and its signature ‘Frappes’ – ice blended coffees. 

CBTL: The Coffee Bean & Tea Leaf is a California-based coffee chain, owned and operated by International Coffee & Tea, LLC and has opened its first store in India in the last quarter of 2007 opening stores in Rajiv Gandhi International Airport, Hyderabad .
Besides, retail players like Reliance Retail and Shoppers Stop are also retailing coffee...

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