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Marketing Strategies of Barista

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Introduction: Barista came to India over 4 years ago, with the vision of ushering in a `coffee drinking revolution' in the country and redefining `pub hopping'. In just a little over four years, Barista has created a space in not only the specialty coffee segment, but in the lives of millions of satisfied customers across the country.
At present, Barista coffee has 130 Espresso Bars and Espresso Corners, making it one of the largest retailers of specialty and gourmet coffees in Asia. In 2001, the TATA group had purchased 34.3% of share in Barista. Early in 2005, TATA Coffee Ltd sold its stake in Barista. Barista has since been acquired by the Sterling Infotech Group.
The association with TATA helped them in distributing and providing channels to alternative channels in airlines, hospitality business etc. Today, Barista’s market share is around 41% of the whole coffee bar market. Barista currently lies in the growth stage of the Product Life Cycle. With the Coffee Houses’ market rapidly expanding, (its main competition in the market being Café Coffee Day, Indian Coffee House, Café Mocha and Nescafe Café) there is intense pressure on Barista. Despite the neck-to-neck competition, Barista holds a large part of consumer base.
Barista is one brand that has been quick to spot a latent need waiting to be tapped: Coffee lovers seeking a complete experience. Hence it initiated a new concept that is an ideal combination of premium coffee at affordable prices coupled with an added advantage of casual ambience and excellent service. The objective behind all the marketing strategies of Barista is to continuously tap the customer’s indulgence for exclusive original coffees and convert the indulgence into habit.

Number of Pages of Project Report: 56
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
Executive summary
1. Introduction to Coffee Industry
2. Company Profile
- Barista in India
- Company Performance
- Awards and Recognition
- Barita's market shares
- Segmentation, Targeting and Positioning
- Environment Analysis

-- Porter's 5 Force Model

3. SWOT Analysis of Barista
4. Competitive strategy
- Ansoff Strategy

5. Marketing Mix
- Product Offering
-- Product in three levels
-- Barista Core Product
-- Barista Actual Product
-- Barista's new range
-- Product Life Cycle
-- PLC of Barista
- Pricing Strategy
- Promotional Campaigns & Techniques
- Barista Experience
- People & Employees
- Physical Evidence
- Place & Presence
- Process

6. Future Plans
7. Conclusions
8. Recommendations
9. Bibliography
10. Annexure & Appendices
- Key Players
- Barista Price List
- Cafe Coffee Day Price List
- Qwiky's Price List
- Ambience
- Interview with Head Marketing of Barista
- The Dole Mental Map of Consumer Perception for Barista


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