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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…………………………………………………...!

<s lea1in) = s#itality C m#any 4ith franchises all ver the 4 rl1.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 :. 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.9 *ase1 the current year *y the 7 %ultinati nal c n)l merate "LC is The :. %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. Their *usiness enc m#asses = tels> 6estaurants ?= useh l1 names li(e T3@ Fri1ayA> =ealth an1 Fitness #lus Other Businesses.

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

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

They #erate the num*er ne *ran1 in the :.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. an1 ar un1 the 4 rl1. they welcome with a smile more than 10 million customers a month.--0 C sta nette1 a turn ver f K .>-03. C sta C ffee is the lea1in) f rce in the 4 rl1 c ffee mar(et. MISSI !: "T# $er%e the &e$t c#ffee in the true Italian $t'le() BUSI!ESS P RT* +I : C sta C ffee is a #art f the Dhit*rea1> family f *ran1s> 4hich is in the *usiness f #r vi1in) h s#itality in ne sha#e r f rm.$ milli n 6 . Together. The *ran1 is re#ute1 ren 4ne1 an1 #referre1. @n the year .

Marketing Report 7 .

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. 8 .Marketing Report MAR.

%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.& 9 .ET C ffee strives t a##eal t all a)es.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 9 .5 years .Marketing Report TARGET MAR. C ffee c ntinues t satisfy c nsumers all ver the 4 rl1. Ec n mic "r fileG %i11le Class :##er %i11le Class "rivile)e1 Class Teena)ers L un) A1ults A1ults %ature .! 9 . 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.5 years .

%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 $t'le() they 4ill c ntinue usin) the same meth 1 f sl 49r astin) c ffee *eans that is uniCue t t this 1ay. The f cus 4ill *e n Cuality c ntr l at every sta)e f the c ffee ma(in) #r cess fr m *ean t cu#.e. :nli(e any ther c ffee c m#any in the :.0 years are estimate1 t f rm 3-M f the tar)et mar(et. /ue t 10 . A)e /em )ra#hicsG • Student$ and Y#un. This )r u# 4ill #atr niIe f r the am*iance an1 the #resti)e as 4ell as the 1elici us menu.$ter$ i.> has its 4n r astery t ensure their uniCue *len1 is #erfect every time. y un) men an1 4 men in the a)e *rac(et f . 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.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.!9.

Mar/et Se. • 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.-M f the # tential #atr ns.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<. is the i1eal envir nment f r efficient lunches an1 meetin)s fr m casual t semi f rmal t f rmal. 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.5M f the # tential clientele.0 J 05 years are antici#ate1 t f rm 05M f the future clientele.5M 11 . • Pr#fe$$i#nal$ *el n)in) t all careers an1 in the a)e *rac(et f . 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# .0entati#n Stu1ents an1 L unsters> 3-M "r fessi nals> 05M %ature Families> . • *a0ilie$: <s menu caters t a variety f tastes an1 aims t satisfy all (in1s f cust mers.-M C nsumers> . 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. 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 . 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.

MAR. The name f si)nifies luxury> excellence an1 #erfecti n all ver the 4 rl1.ETI!G MIXG "r 1uctG Bran1 NameG Their *ran1 name is their si)nature. 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.Marketing Report MAR. @ma)e2ThemeG Luxury an1 C mf rt The ima)e f is luxury.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.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. The em#hasis is n luxury an1 c mf rt9 4ith style. 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 . The ima)e f is that it has the BEST an1 m st :N@P:E c ffee. @n t 1ay<s mar(et envir nment> al n) 4ith Cuality> @ma)e an1 Status are als all im# rtant. The theme has *een 1esi)ne1 s#ecifically 4ith the c nsumers in min1. The Cuality an1 excellence that is has ma1e this *ran1 name a tra1emar( that is rec )niIe1 an1 #ursue1.he$t Standard #f +u1ur'2 The Be$t Ser%ice and a Reputati#n *#r E1cellence. The am*iance 1 .

1! . 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. The c l r theme is ch sen f r relaxati n B c mf rt as 4ell as *ein) u#*eat B tren1y. 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 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.Marketing Report #r vi1e1 is tren1y as 4ell as s thin). 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. 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.

Single Shot Chocolate Double Shot Ristretto Steamed Milk Frothed Milk Short. 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. See ur full in st re menu f r m re 1etails. 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 Caffè Latte Mocha !spresso with a dash of frothed milk: " smoother fla$our with all the taste Macchiato !spresso with chocolate. strong. topped with steamed. 14 .Marketing Report "r 1uct varietyG =ereQs ur c re c ffee ran)e> s y u can 4 r( ut 4hat y u fancy. 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 .

#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. 15 . They 4ill value s c mmitment t their satisfacti n an1 realiIe that luxury c mes at a c st. f . 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. The #rices f all the #r 1ucts are c m#aratively hi)her at . 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. 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.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.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. The c nsumers a##reciate these eff rts an1 are l yal t .arachi. But this is ffset *y the utstan1in) Cuality an1 1iscernin) tastes at . A c st that 4ill n t 1eter them fr m #ursuin) the excellence f the c ffee at . Other selecte1 l cati ns als inclu1e Baha1ra*a1 an1 Sea 'ie4 at . 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.

5 5 0..5 3. MAR.5 0.5 3.5 *act#r$ Business Stren)th Rate 0. 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.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 16 .$5 3 .Marketing Report "r m ti n: The #r m ti nal strate)y f r the Launch f in "a(istan has *een m stly l 4 (ey.5 0 3. =ence the re#utati n is m re that c unts. Th u)h it is a c ffee h use an1 the c ffee h use culture is *uil1in) u# as an u#c min) tren1 in "a(istan> a l t f a1vertisin) is unnecessary. % st f the a4areness 4ill *e thr u)h the 4 r1 f m uth f #e #le am n)st the masses. This is s *ecause <s *ran1 name is en u)h f r them t muster the reCuire1 tar)et mar(et.5 0. n the mar(et %ar(et Attractiveness *act#r$ Overall %ar(et SiIe Annual %ar(et 3r 4th 6ate C m#etitive @ntensity Techn l )ical 6eCuirements @nflati nary 'ulnera*ility Rate 3. Smart Business is t venture int mar(ets that have ## rtunity f r #r fit maximiIati n.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.

Thus the verall %ar(et Attractiveness is a* ve avera)e an1 suita*le f entry. 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.> Eur #e> %i11le East> @n1ia B n 4 "a(istan> #lus 1eals t launch in " lan1> 6 mania an1 Bul)aria. The )l *al re#utati n B %ar(et Share f its Bran1 Name is increasin) at ra#i1 #ace> 4ith utlets in the :. The escalatin) C ffee Culture an1 the increase f C ffee 1rin(ers in "a(istan sh 4 a healthy )r 4th rate. @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. 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. 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. Business Stren)th C ffee is an esta*lishe1> internati nally 4ell9(n 4n an1 successful mem*er f the Dhit*rea1 Family. 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.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 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. 17 .

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.< 18 .--$ <-$ <-$ /ec N-$ Ti0e +ine 6Year 7889:788.Marketing Report Business Stren)th Hi.h Mediu0 +#5 Hi. 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 .

500.000 Rs.000 Rs. The ne time visit rs are li(ely t cease t visit the utlet an1 the esta*lishe1 clientele is ex#ecte1 t remain. 1.000 Rs. 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. 10.300.280.675.000 Families Rs. 780. 18.250.000 Rs. 3. 1. 6.000 Totals Rs.000 Rs.000 Rs. 2.500.720. 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 19 .000. 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.600. 5. 31.000 Rs.000 Rs. .000 Rs. 70.000 !ro"essionals Rs. These #r +ecte1 sales fi)ures are very attractive an1 #r ve ex#ansi n int the ne4 mar(et t *e i1eal.000 Rs.000 Rs.000 Rs.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.000 Rs.775. 2. 1. 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. 7.000 Mature Consumers Rs.275. 3. 755. 2.000 Rs.300. 85.200.000 Rs. 14.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$M. Al n) 4ith this analysis> the sales f recast 4ith res#ect t the in1ivi1ual tar)et mar(ets are als very #r misin)H Market 2006 2007 2008 Total Students & Youngsters Rs.815.340. Thus a sli)ht 1i# in sales t alm st &$M is f recaste1.

000.000. 6.000 Millions 8 7 6 5 4 3 2 1 0 Current 2007 2008 Accommodation Training Trans ortation Fi!tures 0 .000.000 Rs. 250.000 Rs. 500. 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. 5.000 Rs. 7.000 % Rs.000.000.000 2008 Rs. 5. 2. 850.600. 2.000 Rs. 17.000 Rs.000. '.000 Rs.500.000 Total Rs. 1.000. 1.600. Since the c ffee culture is a ne4 tren1 m untin) in "a(istan> the a1 lescents are a#t t 4ar1s it. 350.000 Rs. "r fessi nally> me1ia has als a##r ache1 C sta f r filmin) vari us #r )rams.Marketing Report #r ne t a1 #t the chan)es in s ciety.000 Rs.000 2007 % Rs. This has a11e1 t the stan1in) f C sta C ffee an1 has si)nificantly increase1 the res# nsiveness f the civics.000 Rs.000 Rs. 7.000 Rs.000. 9. 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.000. 1. 23.000 Rs.000.000 Rs.750.

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.ETS .ETS .ET 3EVE+ PME!T STRATEGYH 4here*y> the interest f a #revi usly unex#l re1 envir nment sh ul1 *e ar use1 in .ET EXPA!SI ! GRI3: C:66ENT "6O/:CTS C:66ENT %A6..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. %ar(et /evel #ment Strate)y 0. %ar(et "enetrati n Strate)y NED "6O/:CTS 3. "r 1uct /evel #ment Strate)y NED %A6. "lus> esta*lishment f l cal mana)ement an1 em#l yees. /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. By a##lyin) the situati n t the A!S ** PR 3UCT4 MAR. 1 ..

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 . The ex#ansi n has *een #lanne1 f r the next year that is .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 . All cate1 *u1)ets menti ne1 earlier have *een all tte1 (ee#in) the ex#ansi n in min1. But ver all it 4ill *e l 4 (ey mar(etin) activity. A1s 4ill *e #u*lishe1 in the lea1in) ne4s#a#ers an1 s me *ill * ar1 a1vertisin) 4ill als *e 1 ne.arachi mar(et. the next tar)ets 4ill inclu1e Lah re an1 @slama*a1. .arachi an1 the attachment f T' #r )rams an1 stars 4ill 1 the reCuire1 mar(etin).--&.

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. This is 1ue t the Cuic( a1a#tati n *y ur y uth an1 their f n1ness t 4ar1s the ne4 tren1s. The cash infl 4s are #r +ecte1 t increase much this year an1 in the next year 4ith the 1evel #ment #lans. Fr m the *e)innin) a num*er f T' channels have alrea1y starte1 airin) their #r )rams art C sta. 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.Marketing Report A!A+YSIS: The fin1in)s a* ve n tify that C sta has very str n) mar(et intensificati n # tential. ! . C sta has #r ve1 t *e a first9rate s# t f r the #ur# se> as the sales fi)ures su))est. The 4 r1 f m uth nly has #laye1 a si)nificant r le in their success. 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. 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. 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. 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. 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. 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. =ence this 4 ul1 certainly increase the revenue )enerati n.

This sh ul1 *e c nsi1ere1.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. They can ) f r a1vertisin) thr u)h *ill * ar1s r )ivin) ut *r chures. 4 . C sta sh ul1 a1 #t s me l 4 (ey #r m ti nal strate)ies.