BES TEA

“ B E S T E A” m i d p r e m i u m Te a shop
OUR BIG IDEA
Your Shop’s mission is to become the
recognized leader in its target market for
providing an outstanding selection of premium
bagged Tea drinks.
AGENDA

1 What is Bes TEA

2 Environmental Analysis

3 Segmentation & Targeting

4 Positioning

5 Vision & Mission

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BES
TEA
Budding Tea Store which aims to be Best in the country

Menu ranges from signature hot, cold teas to several exotic international tea, food,
desserts and pastries, exciting merchandise such as tea powders, coffee powders,
cookies, mugs, etc. is available at the outlet

Variety of Tea, Ice cream tea, Chocolates

Strives to provide the best experience to their guests

KEY TARGET AUDIENCE
Students Professionals Others

7%

27%
9%
24% 13%
52% 48%
21%
34%

66%
Male Female Above 30 Above 19 16-19 20-24 25-30

 Major chunk of customers falls within the age group of 20 to 30 which accounts for
57% of the overall percentage.

 The group comprises of mainly young working professionals

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ENVIRONMENTAL ANALYSIS
Environmental Analysis

Demographic
environment

Economic Socio-Cultural
environment environment

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SEGMENTATION

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KEY TARGET AUDIENCE

Target Audience
Whom to Sell

Student Professional Retired/Home maker

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WHICH SEGMENT LEVEL TO CHOOSE ?
Mass Marketing Same products to all customers
No Segmentation

Segment Marketing Different products to different

segments
Some Segmentation Chosen Segment Level

Niche Marketing Different products to different sub

groups in each segment
More Segmentation

Local Marketing Targeting local customer groups

Complete Segmentation

Individual Marketing Targeting individual customers

Ultimate Segmentation

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STEPS FOR SEGMENTATION

1. Determine Market boundary

2. Which Segmentation variable to use
3. Effective Segmentation criteria
4. Develop a profile for each segment
5. Target the segment to be served.

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DETERMINE MARKET BOUNDARIES

Only Tea Sold Variety of choices

• Wi-fi
• Music
• Separate cabins
• Ambience
• Mini Library
• Available at door step

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SEGMENTATION VARIABLES
Demographic Segmentation
Age Occupation Income

Psychographic Segmentation

Lifestyle

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EFFECTIVE SEGMENTATION CRITERIA

Measurable Accessible Substantial Differentiable Actionable

Tea lovers
& their Being A wide Flavor A well
craving. available for spread of innovation designed
Our wide a “lazy varieties. with an rewards
range of Shopper” authentic program
Tea Proximity to touch
IT hubs.

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DEVELOP A PROFILE OF EACH SEGMENT

middle

values
Value for

Indian

class
professionals
Healthy-ish

Educated, white

money
collar
professionals

customer

Profile- High lifestyle

Product- Wide
spread of herbal tea,
spiced tea, Tea
shakes

rvative
Conse
Lover

Taste
early adapters
Technology
class Lover
Best-of- tication
Authen

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FACTOR ANALYSIS
No Attributes
Attributes
1 Proximity from IT hub & Colleges
2 Surprise gifts
3 Bistro kind of menu
4 Courtesy of Sales staff
5 Combo offers
6 Better parking facility
7 Good ambience
8 Free wi-fi
9 Greeters/engaging Children
10 Unique and innovative menu
11 Discounted sales
12 Attractive sales staff
13 User friendly billing & not time consuming
14 Range of price points
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FACTOR ANALYSIS
No Attributes
• Proximity from IT
hub & Colleges
• Courtesy of Sales
1 Proximity from IT hub & Colleges • Better parking Staff
facility
• Good ambience
2 Surprise gifts • Free wi-fi
• Greeters/engaging
children
3 Bistro kind of menu • Attractive sales staff
• User friendly billing
4 Courtesy of Sales staff
5 Combo offers
6 Better parking facility
• Bistro kind of
7 Good ambience
menu
• Surprise gifts • Unique &
8 Free wi-fi • Combo offers innovative menu
• Discounted sales • Range of price Menu
Complete
9 Greeters/engaging Children points
10 Unique and innovative menu
Complete
11 Discounted sales Menu

12 Attractive sales staff

13 User friendly billing & not time
consuming
FACTOR ANALYSIS
14 Range of price points Attributes Few Factors
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CLUSTER ANALYSIS
CLUSTER ANALYSIS

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PERCEPTION MAPPING

Quality of service (High Involvement)

High Price Low Price

Quality of service (Low Involvement)

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POSTIONING FOR BES TEA

logo to a Dialogue Box - with the words Tea symbolizes a

perfect place to relax

Tagline : “Good things can happen after tea”

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POSITIONING STRATEGY
POSITIONING STRATEGY

BES“Tea” BES “Tea” BES “Tea”

Lounge In malls
Outlet
• Young people
• PremiumTea • Exclusive for soft
• Tea lovers
drinks lover
• A place for
hang out

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EAT OUT / HANG OUT / CHILL OUT MARKET
Formal

Classy
Normal restaurants
Restaurants
A2B

Budget Premium

Star
hotels
Local
Shops

Normal 21
SWOT ANALYSIS

STRENGTHS WEAKNESS
• Youth and Fitness oriented
• Inexperienced Staff
 Self-Produced tea • New to the market
 Large outlets in IT hubs
 Unique Services : Amazon Pick up &
dedicated mugs for privileged customers
 Large varieties of tea
 Pricing

SWOT
OPPORTUNITY THREAT
• There is a large youth % of tea • Local Tea vendors and nearby
preferring community In the IT zone CCDs
• A fast growing market segment • High maintenance charges
• Using actors to promote the store (Vijay
• Availability of premises for store
Deverkonda)
• Lack of similar competitors

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COMPETITOR ANALYSIS

Market Share of
Share Costa Cofee; 14% mind
Star bucks; 12%

Gloria Jeans; 3% Barista; 17%

Others; 6%
Barista; 26%

CCD; 54% CCD; 68%

Costa Cofee Others CCD Barista Barista CCD Gloria Jeans Star bucks

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COMPETITORS

Direct Competitors:
 Barista
0.08
 Café Coffee Day
 Beyond Coffee 0.08
0.32
 Gloria Jeans
 Minerva Coffee Shop
Indirect Competitors:
 McDonald
0.04
 Dunkin Donuts
0.48
Global Competitors:
 Star Bucks
Barista Minerva Coffee Shop Cafe coffee Day
Gloria Jeans Beyond Cofee

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COMPETITORS

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4P’S OF SERVICE MARKETING

PRODUC PRIC PLAC PROMOTIO

T E E N

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PRODUCT

Core Product
 Experience

Supplementary Services
 Wide range
 Merchandising
 Ambience

Delivery
Pantohose Tea  Hospitality
 Price of the product
 Home Delivery

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PRODUCT
PRODUCT
Product Mix
Food and Beverage Width Non Food Items B2B
Food Beverage
Variety Tea Bulk/ Corporate
Deserts Herbal Tea Powder Orders
Tea Machine Catering
Snacks Spiced Tea Services
Product
Cups & Vending
Line
Cakes Tea Mugs Machines
Length
Shakes Chocolate
and
Sundaes cookies
Heavy FoodsFrappe Fruit Shakes
Apparel &
(in &
Accessorie
Lounges) Lemonades
s
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PRICE
PRICE

PRODUC PRIC PLAC PROMOTIO

T E E N

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PRICE
PRICE
 IMAGININARYPRICING
– Pricing the product as Rs 60, 70, 80 etc. rather
than in the multiples of ten to give a feel that
the product less priced

 LOCATION PRICING: On the basis of outlets, prices

have been positioned
• Normal Café
• Lounge and Bars

 COMBO PRICING
• Clubbing up two or more products on
special occasions
• Special offers on Combo packs
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PRICE

 PREMIUMS PRICING
– Adding things like cream, chocolate
sauce and positioning as a premium ice
teas

 VALUE BASED PRICING

– Providing different variants in terms of
prices by altering the quantity to give a
sense of affordability

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PLACE
PLACE

PRODUC PRIC PLAC PROMOTIO

T E E N

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PLACE
PLACE
 Strategically looking for outlets locating near CCD
 Near IT parks
 Kiosks in offices
 Coffee machines in college canteens

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PROMOTION
PROMOTION

PRODUC PRIC PLAC PROMOTIO

T E E N

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PROMOTION
PROMOTION

 Opening outlet by Celebrities

 Co Branding in TV Serials and movies
 Sales Promotion Activities
– Member ship cards
– Redeemable coupons
– Combo Deal
– Privilege cards
 Through Interactive Media
 Held Contest around a Very Popular Programme
 Tie up lot of youth brands

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WITH THE FOOD: SIDE MENU CARD

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CONTESTS @ OUR SHOP

 Contests have been activated through leaflets/contest

forms given out with the menu-card /bill folders
 Drop boxes, which also add to prominent visibility, are used
to collect all entries to the contest

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ON THE WALL

The most imposing branding option within a cafe for visual

communication
with minimal amount of text

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THANK YOU!

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