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Caffe Mocha Mango Cheese & Tomato

Caffe Latte Grape Chicken Tikka

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According to research, over 65% of Barista͛s customers are in the 15- 30 age-
group. The majority of these are students and young urban professionals.
Barista positions itself as a brand for anyone who loves coffee. Their products,
services and outlets are more like the traditional European cafés, where
people would meet for the love of coffee, and for an intellectual appealing
time. They position their outlets as a place ͞where the world meets͟, and they
look to appeal to anyone in the 14- 60 age group that loves good coffee and
looks for a nice quiet time.
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This is a prime factor in determining the success of a retail chain. However,

Barista Coffee has adopted a top down approach, wherein they first identify the
cities and then decide on precise locations within its limits .While Selecting a city
Barista has devoted substantial management time and effort in zeroing in on the
cities where they are now situated. The selection of the cities was based on the
following criteria.

"c Sizeable population of executives, students and families in SEC A & Barista
category.
"c High disposable income with people looking for new vistas in leisure and
lifestyle oriented concepts.
"c High level or organized retail activity.
"c Rapid socio- economic development.
"c Level of commercial importance (Industrial cities, state capitals etc.)
"c {umber of educational establishments and opportunities available for
employment.

On the basis of the above criteria, they had initially targeted cities like Delhi,

Mumbai, Bangalore, Chennai and Hyderabad. Chandigarh and Ludhiana were


later added due to tie- ups with ͚Planet M͛ and ͚Ebony͛ to set up store-in- stores
at their outlets. They are also pursuing an equally aggressive international
business expansion strategy. They have over 50 overseas locations presently
under their consideration .They have already done their groundwork in terms of
getting brand and name registrations in over 30 of these locations. To facilitate
their global expansion, they plan to work with strategic partners, who share the
same vision of expanding and promoting the brand worldwide. Currently they
have opened new outlets in Sri Lanka and Dubai as a part of their international
strategy.

c
{ame:

Age: Sex:

Occupation:

Which coffee shop do you prefer the most?

1.c Barista
2.c Café Coffee Day
3.c Gloria Jeans Coffee
4.c Costa Rica Café

How often do you visit a coffee shop?

1.c 2 ʹ 3 times a week


2.c Once a week
3.c Once a month
4.c Everyday

Why do you go to a coffee shop?

1.c Only to have coffee


2.c To hangout with friends or colleagues
3.c For group activities
4.c To spend some time alone

What is your favorite drink in Barista?

Do you have any suggestions you would like to share to improve Barista?

I like Barista because͙