Storm in a coffee cup -The Barista story

Aishwarya 10UTA03
Dhruv 10UTA16
Kailasapathy 10UTA26
Karthik.C 10UTA27
Praveen.D 10UTA44
Introduction
It addresses a number of marketing and
strategic issues like branding, brand extension,
international expansion, distribution,
franchising, pricing and positioning
The industry structure and market dynamics
changes.
In an effort to increase the volumes, they
dilute and/or tamper their positioning resulting
in serious problems.
Stake holders
History
Kaldi
Baba Budan
Employees of the industry
Coffee Cess Committee
Coffee Board of India
Tata Coffee
Tha Barista History
Java Coffee Co
Turner Morricon Group

Not just another coffee pub

Staff
Ravi Deol (Former CEO Barista)
Customers @ Barista
Professionals
Working Couples
Families of upper and upper middle class

Competitors

Café Coffee Day

Qwicky’s Coffee Bar
Mr.Bean Coffee Junction
Coffee World
Stormin the coffee cup
Starbucks
Taj Mahal Hotel
Bharath Petroleum
Planet M
Cross Words
Art today
Acrus
Ebony Star World
Sony
Spic Macay
Oberoi
Nilgiris
Monginis
Dutch Bank
ABN Amro
Barista Coffee International (BCI)
 Amit Judge (Chairman of Turner Morrison)
R K Krishna Kumar (Chairman TATA
coffee)
Homi Khusrokhan (MD TATA tea)
Tariq Ansari and Mohit Gujral
(Director)
Sandeep Vyas (Global Business Head)
Yogesh Samat (COO later CEO)
Brotin Banerjee (Head of Marketing and
Strategy)
Venkataraman (Head of Finance)
Changing faces of Barista
Microsoft
Emirates
Kotak
Citibank
TATA Indicom
Close up
Lee
Archies
Lavazza
Sterling Infotech Group
Fresh and Honest Café Ltd
Whither Coffee…… coffee industry?
United Nations Food and Agricultural
Organization
Sunalini Menon (Chief Executive of Coffee
Lab)
Problems

Consumers perceive it to be a urban

gateway rather than a hangout.
Not able to increase its client base among
the tea consuming regions.
High cost.
Rapid Expansion.
The average bill size has not increased.
Closing down of outlets.
Solution
To change the brand positioning of
Barista from “indulgence” to a “hangout”
by cutting down on price thus increasing
volumes.
To introduce specialty teas in order to
increase consumer base.
Reduce costs and deliver profits
Adopt the franchise route to increase the
number of outlets more rapidly while
reducing its capital investment in new
stores especially the real estate.

Make consumers spend more and make

them upgrade to more expensive blends.

Promotion activities should be boosted.