Professional Documents
Culture Documents
Project On Coffee
Project On Coffee
Coffee is one of the world's most popular beverages. Some claim it is the most
widely consumed liquid in the world aside from water.
Coffee is more than a beverage, however. It is a memory, an anticipation, a
lifetime of consoling moments of modest pleasure woven into our lives.
Coffee's success as a beverage undoubtedly owes both to the caffeine it harbors
and to its sensory pleasure. Coffee lovers come to associate the energizing lift of
the caffeine with the richness and aroma of the beverage that delivers it.
Coffee is produced from the seeds of a small red fruit that grows on plants
halfway in size between shrub and tree. The process that turns these seeds into
beverage is a long and complex process, perhaps the most complex process
associated with any major beverage.
Indian Overview
India has a landmass of 3.3 million square kilometers and incorporates a number
of quite distinct climatic zones. Of the 1 billion people about 70 percent live in
rural areas.
Coffee cultivation is largely confined to the hilly regions of the three southern
States. Karnataka accounts for 53 percent of the planted area (59 percent planted
to Arabica, 41 percent to Robusta). Robusta is dominant in Kerala and Arabica in
Tamil Nadu. Most coffee holdings are small. Small holders farm about two-thirds
of the area whereas large holders, farm 35 percent of land and account for
40 percent of output.
Arabica coffee is grown at comparatively higher altitudes (1,000-1,500 meters)
than Robusta (500-1,000 meters). Soils cropped to coffee are generally well
drained and slightly acidic in nature. Arabica areas obtain greater annual rainfall
(1,600-2,500mm) than Robusta areas (1,000-2,000mm). Rains which occur
normally between March and May, known as blossom and backing showers, are
critical for flowering and fruit-setting in coffee.
Coffee was introduced in the year 1600 A.D. but commercial plantations were set
up during the 1820s following British investment. Most of the coffee planted in
early years was Arabica apparently introduced by a Muslim pilgrim, Baba Budan.
Robusta was introduced at the end of the nineteenth century for planting in estates
at lower altitude.
Following serious economic problem in the earlier years, representatives of the
coffee industry sought measures for amelioration. The first Coffee Control
Conference in September 1940, arranged by the Government, recommended that
the private marketing of coffee in India should be prohibited and replaced by
marketing by an authority - The Coffee Board. Producers were then obliged to
surrender their produce to the Board, which in turn sold the coffee through
domestic and export auctions. The growers received their remuneration based on
the average sales realization. Besides marketing, the other functions of the Board
were promoting the sales and consumption of coffee in India and elsewhere;
WORLD OVERVIEW
The coffee industry worldwide is still being haunted by uncertainties. The coffee
price crisis could not be defused. It's a long drawn process. As such no legal and
political basis are inexistence for direct market intervention. According to the
International Coffee Organization (ICO) market report for May 2004, world
exports by exporting countries stood at 85.70 million bags during the 12-month
period (June 2003 to May, 2004) signifying 3.81 percent decline compared with
89.10 mn bags. Exports in the first 8 months of coffee year 2003/04 (October,2003
to May 2004) were down 3.17 percent to total at 57.33 mn bags compared with
59.21 mn bags in the previous year. Exports during calendar year 2003 stood at
85.22 mn bags signifying a decline of 2.67 percent compared with the same period
in last coffee year which recorded exports of 87.56 mn bags.
Project Overview
The coffee culture has caught up in Indian cities today. The hip and happening, the
young and old alike, students, professionals throng the coffee parlors that have
become a rage. The outlets of Barista, Caf Coffee Day in the various metros have
added a new dimension to coffee. Many may even advocate the fact that chai is
out,
and
kapi
is
in
today!
Coffee so long was the prerogative of the South Indian homes. Having a steaming
cup of filter coffee along with the morning newspaper was a regular feature for an
archetypal South Indian be it a Tamilian, a Keralite, an Andhraite or even a
Kanandiga. Coffee was not a regularly favored beverage in a majority of Indian
homes, till a few years back. Coffee was kept for the most privileged guests! Also
the intellectual had a strong relationship with coffee, with the Coffee Houses
being
seat
for
intellectual
exchanges,
debates,
literary
forums.
Thanks to the coffee chains, today coffee has occupied a place in the common
mans menu. Coffee is hip and for the hep!
abolished. As a consequence, the Coffee Board is actively devising new roles for
the changed free market situation.
Most small growers prefer to sell coffee in the form of dry cherry and parchment.
Many private buyers who are active in the coffee-growing zones buy coffee
directly from growers. Larger growers and estates sell coffee in green and graded
form either directly to exporters or by private auction. The coffee is processed to
the quality specification of the Board before it is exported or auctioned. Domestic
distribution of coffee takes place through wholesale and retail roasters.
With the market size of about Rs.1600 crore, the domestic coffee market is very
important and has a potential for growth in the beverage market. A stable and
growing domestic market assumes a great importance to the Indian Coffee
growers, distributors and coffee processing companies. Promotional campaigns to
increase the demand must be through generic marketing and advertising. In this
context it becomes essential to understand the nature of demand function for
coffee in the domestic market. If the price sensitivity of coffee demand is low then
it justifies the use of non-price factors such as advertising and generic marketing
campaigns to promote coffee demand.
The two main reasons for the slow increase in demand for coffee in India can
stated as follows:
1. Coffee is considered as a gourmet drink confined to middle class literate
segment. It has still not penetrated the low-income groups as tea did.
2. Coffee is an acquired taste and habit formation is an influencing factor in
consumption. Coffee is considered as more expensive than tea, and needs
more sugar and milk for preparation than tea.
While any diner can offer someone a cup of coffee or tea, people are getting tired of
the ordinary. They are willing to pay much more for gourmet coffee or teas. It is an
inexpensive way for them to pamper themselves. Coffee and tea put a smile on
peoples faces.
People are creatures of habit. If they find an environment and a good cup of coffee
they will keep coming back for more.
10
11
international products which are even offered in Barista. The Indian variety they offer
are Assam Tea, Masala Chai, chicken biryani, veg samosa etc which give an ethnic
feel. But offering such a large variety of products makes Caf Coffee Day nonetheless
a canteen.
Caf Coffee Day provides customers with the kind of products, which typically suit
the Indian tongue whereas in Barista, the blend of coffee is more westernized.
Both the coffee shops have an in house production and offer best quality products
accordingly. Barista has introduced 'smoothies' recently, which was earlier available
in Caf Coffee Day. Caf Coffee Day is planning to introduce filter coffee( Dark
Forest
Premium Coffee), which is a most liked beverage in South India, from where it
originates.
12
Apart from offering a variety of products Barista and Caf Coffee Day provide many
ways to entertain their customers. Barista offers a game of scrabble, battleship or
chess to while away with the free time, a guitar, to pluck some chords for music
lovers, a message board on which you can stick a wacky message which the others
can read. Apart from that a television set is also present showing channels like MTV,
Channel V, TEN Sports, STAR Sports, ESPN etc or any other channel of your choice.
Caf Coffee Day offers a different kind of entertainment. They have a jukebox which
plays the songs of your own choice ranging from old melodies to latest hits in Hindi
and as well as English by buying a coupon of Rs.5. The coffee shop also has its
official publication 'The Beat' which updates the customers of the latest happenings in
Caf Coffee Day. A large variety of young and trendy merchandise which is just a
brand extension is also present for sale, with which the youth identify themselves, like
funky mugs, T-shirts, caps and coffee powder, which have the logo of Caf Coffee
Day present on it. This helps in the promotion of Caf Coffee Day.
1. Registered Name
Costa- Rican Coffee Pvt. Ltd. (Est. 2004)
2. Organizational Mission
13
We established Costa-Rican Coffee Pvt. Ltd. because we love coffee. Coffee is not
just about a simple cup of hot or cold liquid, it is to do with the aromas, the taste and
the whole experience of enjoying coffee. Costa-Rican Coffee Pvt. Ltd is
committed to enrich peoples lives. Our customers will be guaranteed consistent,
high quality specialty coffees, teas and associated products; supported by highly
efficient, friendly and professional service. Our employees will be provided a
secure, fulfilling and prosperous work environment.
3. Vision Statement
Through our professional skills and clarity of purpose and values, we aim to become
the Number One Coffee Chain in India.
4. Organizational Values
The business units key objective for the period is to penetrate the markets in
Maharashtra at a faster rate than our competitors which can be achieved only
through quicker opening of our outlets.
2.
3.
Research and establish six-ten other innovative products by the sixth month,
ready to market by the eighth month.
4.
14
The business units key objective for this period is to increase the rate of return
on investment (ROI) to 10% within two years, which can be accomplished by
increasing the profit level and reducing the level of investment.
2.
Nation wide launching of our coffee chain and also making our presence felt
globally.
3.
Own a coffee plantation company by the fourth year, which would supply us
with best quality coffee beans at reasonable rate.
4.
To be cash positive by the third year, and earn minimum profits of 2 crores by
the fourth year and to sustain profitability.
FINANCIAL PLAN
1. Underlying Assumptions
To advertise in the areas, through bus stand hoardings and other hoardings
around the launching locations in Mumbai two weeks before the official
15
launch in that area. Total estimated cost Rs.30-40 lakhs. (For the period of six
months).
The launching of 10-12 outlets in Mumbai, at prime locations whose outlets
stations, bus depots, tourist spots and other such areas where it is economically
viable.
3.Breakeven Point
Assumed to be arrived at the end of second year (best case scenario).
4. Advertisement Revenues
16
Its become a trend for the Indian youth to sip steaming mugs of latte, cappuccino
or mocha after college. Professionals crowd in the afternoon to grab a quick bite
of a sandwich and wash it down with a cup of coffee in the hectic lunch hours.
Many even conduct their client meetings over a cup of coffee. There are die-hard
coffee fanatics for whom these coffee parlors have become the getaway from the
daily grind, where they can sit back, relax and surrender to the simple pleasures of
coffee. Well, its the coffee culture that speaks no discrimination of color except
for
the
color
of
coffee.
These coffee hangouts have an interesting array of the brew varieties to choose
from ranging from the ubiquitous Expresso to Italiano, Romano, Cappuccino,
Mocha or Latte. Some of these parlors keep the country-specific varieties viz.,
Columbian, Kenyan, Ethiopian. The master Baristas create the blend from the top
grade beans, of course using the Expresso method to extract the aromatic oils of
each
bean.
Had it not been the innovative Luigi Bezzera in 1903, there would have been no
sound of steam from those Expresso machines. And beans definitely meant
business. A multi-million dollar business virtually grew from small seed like fruit
called beans. But this much-hyped beans which was once an object of
smuggling was not to stay confined to homes or restaurants, coffee was already a
product strong enough to bring it to an exclusive limelight. Thus, the emergence
of
Coffee
parlors.
A laid back ambience to drive away the daily pressures of life is what the coffee
parlor
aim
at
doing.
17
MARKET SEGMENTATION
We have segmented the market on the basis of demographics like age, income,
occupation. Also psychographics like lifestyles and also on the basis of region
TARGET MARKET
We have targeted youngsters and business class. Thats because the maximum
consumption in any coffee chain is by the youngsters. These youngsters like to spend
most of the time outside their house where they can sit comfortably without anybody
disturbing them at least for an hour and a half because of this reason we are targeting
youngsters. For business class usually they conduct meeting which is very important
and urgent in restaurants where they can enjoy the food as well as they can discuss the
matters what they wanted to discuss, so we have separate table for this type of
meetings where they wont be disturbed and they would like to have a cup of coffee
rather than having lunch because of which we are targeting them as well.
POSITIONING
Positioning is nothing but creating an image in the minds of the customer about our
product. We aim to position our caf COSTA-RICAN as a place to experience the joy
of having coffee in a unique ambience, style and taste.
PRODUCT DIFFERENTIATION
18
Our caption is NOT JUST COFFEE which means that our caf is not only rich in
its taste of coffee but also backed by efficient and demanding service to our customers
MARKETING STRATEGIES
4 PS OF MARKETING
Product
Costa-Ricans menu includes Hot Coffee, Ice Blended Coffee, Milk Shakes, Quick
Bites, Costa-Rican Combos, Melting Moments and Ice Creams and Ice Tea. CostaRican exclusive items include the special tea drinks like Malibu and bubble tea etc.
Price
Costa-Ricans are using psychological pricing. Besides coffee items all other majority
items are being priced by using psychological pricing as it is considered best suitable
for our product. For the pricing of our product we see to it that we get our basic amt of
the product and then we add all our other expenses keeping in mind that the price is
not too high but reasonable compared to my competitors.
19
Promotion
OFFER
Discount of 10% on the net bill amount
Place
We have chosen Mumbai as a launching pad since Mumbai is India's one of the
biggest metropolitan city and it has a potential for the growth of any kind of retail
industry. The places where COSTA-RICAN intends to launch an outlet includes:
Bandra,linking road
Mithibai and N.M. college, Parle
Church gate
Hira Panna
Hira Nandani and many more
20
MARKETING STRATEGIES
Set up the coffee shop with a grand opening at one of the prime location and a brand
ambassadors with celebrities coming in.
Advertise the opening of the caf shop through different medias like television, print
media and so on.
Promote the product between kids by using cartoon characters to generate an appeal
for the product say like Popeye drinking Caf Life Products instead of Spinach.
Also put up offers which would make the kids attracted towards the product.
Powerful strategy that we are going to use in the long run are as follows.
1. Tie up with family restaurants giants like Mcdonalds or Pizza Huts in
order to base our product in their outlet also providing our outlet to sell
their product which would not only make caf life not a coffee shop
but also a family restaurant.
2. I would like to introduce a new scheme in order to promote my product
in the corporate world like call centers where we have an outlet and the
scheme would work this way.
a. Tie up with the company is required in order to avail the
scheme to the employee.
b. After an employee becomes permanent he would be entitled for
the scheme.
c. As per the scheme the employee could avail a credit buying
system in which he would buy any beverages or product at our
outlets after he offers a statement that shows that he has worked
for 15 days for the month and based on the salary value of
15days he could avail any product upto that credit limit and by
the end of the month his salary would be deducted which will
automatically be transferred to our account.
d. He would be provided with a caf card which he needs to swap
and the amount of the product will be automatically entered into
his account .
3. As we are investing a lot on research on new range of products these products will
be entered into the market along with fast and high selling products which the
competitors sell, which would capture their small portions of their market.
21
ADDITIONAL FEATURES
COFFEE FROM THE KETTLE
.
INTRODUCTION OF THE BEVERAGE COFFEE
COSTA-RICAN DEVELOPS A FOOD FETISH
INTRODUCTION OF COFFEE-COMBOS
MARKETING
STRATEGIES
FOR
A COFFEE
BAR
IN
THE
CORPORATE WORLD
22
To establish COSTA-RICAN in the corporate area the following are the marketing
strategies
1.The channels showed on the screen within the bar will be news channels for
informative channels like NGC and Discovery.
2. The magazines that revolve within the bar shall be related to business and would
also include different corporate newspapers and magazines of particular companies.
3. There shall be a coffee named after a particular corporate name.
4.Coffee bars established in call centers and MNCs that work all around
the clock, the bar too will be at their service for 24 hours.
5.Having a corporate meeting corner within the bar.
Collaborating with a particular corporate name and setting up a coffee corner within
their office premises.
7.Collaborating with a particular corporate name and setting up a coffee
corner
8. To have a display board in the bar that will enable them to put forth various new
products and other related information.
9. Offering them with various schemes like discounts incase the firm has a tie up with
COSTA-RICAN
23
SWOT ANALYSIS
Strengths
Quality products
Successfully test marketed in Pune
Skilled and committed team
Good tie up strategy.
High investment in research which thereby create new products in the market.
Capitalize on Strengths
Weaknesses
Management team is new to the market.
Board not yet finalized
24
Address Weaknesses
Committed to expansion
Positions to be offered to venture partners
Professional sales team recruited with assistance of venture partners who will have
affinity with, and experience in the food/beverage industry.
THREATS
With the entry of new competition in the market the existing caf shops will become
more alert, due to which they will become more aggressive in their approach by
giving more discounts and some other techniques of marketing by which they can get
more customers.
BENEFITS OF LAUNCHING COFFEE CORNERS
1)Investment is low ( as compared to coffee bars)
2)By launching coffee corners at variety of places we can easily
penetrate the market
3)Customer awareness is done at a faster rate.
4)Costa-Rican can advertise its products at a wide range.
25
26
To stay steady in competition with one another, Costa-Rican coffee bar should keep in
pace with the help of the following three Cs:
Clarity
Strong brands are clear about what they are and what they are not. They understand
their unique promise of value. And this promise of value sets them apart from their
competitors.
It differentiates brands and allows them to attract and build loyalty among a desirable
set of consumers. Volvo, for example, is clear about their commitment to safety and
security. They are not about speedy sports cars, or about small economy cars, or about
luxury cars.
They build cars for families. Cars that are safe. And they clearly focus their
communication activities on this differentiation.
Nordstroms clarity is around unmatched customer service. And it is clear from the
moment you step into the store. Nordstrom has been able to separate itself from other
retailers through this unwavering commitment to customer service and satisfaction.
There are several retailers who will sell you a black Armani suit; but only Nordstrom
will turn it into an experience you will talk about with friends and colleagues.
This clarity guides Nordstrom as they build on their current business. When they
developed their on-line store, they did so in a way to ensure that customers would
experience the same level of service they have come to expect from the Nordstrom
brand.
27
Consistency
In addition to being clear about who they are, strong brands are also consistent. They
are always what they say they are.
For Volvo, they are always about safety. They dont change their focus from model to
model. When new editions come out each year, they are safe too. And Volvo
consistently communicates that.
Or look at Madonna. Madonna is the chameleon brand of entertainment. She reinvents
herself with each CD that she produces. She didnt change for her first five CDs and
then stay the same for the next two. She consistently changes.
And the one thing we can be sure of with regard to her upcoming CD is that it will be
nothing like any of the others she has done before. Madonnas ability to change
consistently throughout her career separates her from other entertainers, thereby
strengthening her brand.
Constancy
It is not enough to be clear and consistent if you are not always visible to your target
audience. Strong brands are constant; they are always there for their customers and
prospects. They dont go into hiding.
For Coke, the world is the target market. That is why you cant make it through a day
without being exposed to their bright red color or familiar script logo. Vending
machines, people carrying a coke as they walk down the street, restaurant menus,
product placement in TV shows and movies, billboards and print and TV
advertisements all scream COKE. Coke is a constant in our lives. And Coke is the
worlds strongest brand.
Chances are, your brands target market is a lot smaller than Cokes. And that is good
news, making it easier (and a lot less expensive) for you to remain constantly
connected to your target audience
28
29
Cappuccino
Rs.20.00
Rs.30.00
Rs.25.00
Rs.15.00
Rs.15.00
(A shot of Espresso stretched with hot water- served Black or with milk)
Chococinno
Rs.20.00
Almond Frappe
Rs.49
Rs.29
Iceberg
Rs.29
Rs.49
Cinnamon Flavour
Rs.10
30
Flavored Syrups
Rs.15
Rs.15
Rs.10
Rs.10
Chocolate sauce
Rs.10
ICE TEA
Assam
Tea
Rs.19
Ice
Tea
Rs.19
(Chill out )
Malibu
Rs.29
Bubble tea
Rs.29
Fruit juices
Rs.19
31
Consumer friendly
Employment
Growth of television channels gives exposure
Abroad ambience
COMPETITIORS ANALYSIS
MARKETING STRATEGY
BARISTA
Promoted by the New Delhi-based Java Coffee Company, Barista is the fastest
growing coffee retailing chain in the country. The brand takes its name from the
Italian term for a coffee brew master. Since beginning Barista has tried to position
itself as a fine caf and not as a coffee pub that Qwiky's and Caf Coffee Day are.
4PS
1) PRODUCT :- The product of Barista includes a variety of coffees, special teas,
food and beverages, ice-creams and pastries.
32
(2) PLACE :- The first Barista outlet was started in March 2000 in New Delhi, where
tea is much more of a universal drink than coffee. Currently, the company operates
around 140 outlets across the country. In Mumbai, barista has 34 outlets at places
like Bandra, Bandstand, Chowpatty, Ghatkopar, Linking road and many more
3) PRICE :- Barista brews a cut price strategy . Barista has recently cut prices of
nearly all items in its menu card by 20-25 per cent. The new pricing strategy is a
result of the recent change in the brand positioning of Barista-from indulgence to a
hangout. Barista has also introduced new low-priced beverages which shows that it
follows penetration strategy.
(4) PROMOTION :- Barista is offering consumer promotions at their existing outlets
whereby on the purchase of a Barista coffee worth Rs 150, consumers can avail of a
Lacoste gift voucher worth Rs 500 and a Lacoste calendar. Barista has plans to make
a foray into branded merchandise such as caps, T-shirts, coffee mugs and other
promotional ways
STPD
Segmentation : Barista
business areas, near college campus, shopping malls and other such areas where
the concentration of high end consumers are high.
Targeting : Its target segment includes professionals, working couples and families in the SECA and SEC-B categories.
34
SWOT ANALYSIS
STRENGTHS : Barista provides a strong platform in the coffee retail segment. This combined with
the inherent strengths of Tata Coffee, gives the company a unique competitive
advantage. In Barista, the staff are brew masters, professionals in the art of making
coffee. One factor that attracts the younger crowd to this cafe is the unassuming
attitude of the staff at these outlets.
WEAKNESS: The main weakness of barista are :(1)Their Investment is high
(2)The price of products are comparatively high.
(3)It attracts only the premium segment
OPPURTUNITY : Barista is exploring the opportunities of serving even in overseas markets like Sri
Lanka and Dubai. Through Tatas brand image it can get a better access to the
European
markets.
THREATS:
35
One of the major threats of Barista are the new entrants in the market like Star bucks ,
Java green , Quickys and Cafe Coffee Day.
STARBUCKS
A cup of coffee never seemed so tasty to real estate developers. As the global coffeechain Starbucks prepares to enter the Indian market
Starbucks, which has become as well-known as that quintessential American product
Coca-Cola, is likely to open its green-and-white cafes in India in early 2003 Starbucks
SWOT ANALYSIS
Strength:
1.Well established position toward up scale consumers
2.Loyal customer base
3.High quality product
4.Well known brand name
Weakness:
1.Their prices are higher than their competitors. So It is difficult for Starbucks to
penetrate mass market with prices above market averages.
36
Opportunity:
1.The rapidly growth of the specialty coffee market put Starbucks in the lead for
expansion. It is already the largest coffee chain retailer in the world.
2.For even more rapid growth they could franchise their name & product to potential
"Starbucks lovers.
Threats:
1.Since the price if high the customers may shift to the nearest competitor.
2.Concern for Caffeine; more people are aware of the risk in the consumption of
caffeine. But consumption of caffeine had not decrease for the past years.
4 Ps
Product:
All Starbucks stores offer a choice of regular or decaffeinated coffee, changing
"coffee of the day," and a broad selection of Italian-style espresso beverages, as
well as distinct packages. The product mix in each store varies and depend on the
size of the store and its location. Larger stores include approximately 30 of the
company's more than 50 varieties of whole bean coffees and a range of coffeerelated products.
Place:
The US market is the strongest. Starbucks is trying to open stores in Japan the
second largest coffee drinkers in the world.
Price:
37
Starbucks comparatively have higher prices for their products. They intend to
maintain this price range for retail stores, specialty coffee sales and direct mail.
Promotion:
Starbucks advertisers through television, print media, and also through In-store
promotions. In markets with a less established specialty coffee presence, the
company's advertising emphasizes fundamental distinction between Starbuck's coffee
and lesser-quality ground and whole bean coffees.
SEGMENTATION
Starbucks have divided the market in 3 segments.
The first one is at retail levels which represent 87% of the total sales of the
company .
The second market is the specialty sales (companies such as USAir) that
accounted for 9 % of the sales.
Finally, direct mail order accounted for 3% of the company's net sales.
TARGETING
Starbucks target primarily customers that fit their niche market:
Educated people and college students (25 to 44 years).
Customer's income is about $50,000 (mean).
Starbucks coffee drinkers are primarily white but other races are loyal customers as
well.
POSITIONING
38
SWOT ANALYSIS
Of
CAF COFFEE DAY
STRENGTHS
Pioneers of the caf concept in India.
Have successfully targeted the middle
class segment with their affordable
pricing.
OPPORTUNITIES1.Caf coffee day is putting all its effort into expanding and penetrating inside India.
The are opening in places where other competitors have yet not entered.
2.
2.They are going into franchising.
Threats
39
One of the major threats of CAF COFFEE DAY are the new entrants in the market
like Star bucks , Java green , Quickys and Barista.
MARKETING STRATEGIES
OF
CAF COFFEE DAY
41
50
40
30
20
10
0
42
Very often
Sometimes
Rarely
Never
43%
57%
Barista
Caf Coffee Day
50%
50%
Barista
Caf Coffee Day
43
5. Which coffee shop can be called as being ideal for the family or relative
gatherings?
44