You are on page 1of 23

Case Study Caf Mocha

MOS Group 2 Team 5 Submitted by: Swati Pahuja (C - 03) Nitika Choudhary (C - 10) R. Keerthika (C - 14) Jeevika Janmejya (C - 22) Puja Jha (C - 23) Shashank Khanduri (C - 26) Paurush Gaur (C - 42) Rajan Grover (C 48)

About caf mocha

Mocha draws its inspiration from the Quahveh Khanneh or Coffee

House of Morocco and Turkey, where people used to gather over


hot coffee, Hookahs and just talk, and enjoy each other's company.

Currently the total no. of units is 20; of which 12 are franchised

Investment required: Between INR 65 - 85 lacs


Business Established: 2001 Franchising commenced: 2002 Qualifications Required: Just the PASSION to excel in the service industry

Q.1 STP analysis of Caf Mocha

UNDERSTANDING STP

SEGMENTATION Dividing the market into smaller groups with distinct needs and characteristics.

TARGETING Evaluating each market segments attractiveness and selecting one or more segments to enter.

POSITIONING Arranging a product to clearly occupy a clear distinctive & desirable place relative to competing products in the minds of the target customers.

SEGMENTATION
ON THE BASIS OF AGE GROUP 47% of its customers are in age group of 18-25 years. 28% of its customers are in age group of 26-30 years. ON THE BASIS OF PROFESSION 52% are students who find caf as a good place to hang out with friends. 23% are working professionals. ON THE BASIS OF FREQUENCY Approx 18% visits caf daily. 40% weekly. ON THE BASIS OF GEOGRAPHICAL AREA Mainly urban population visits to cafs and that is why Caf Mochas outlets are in urban areas and metro cities.

TARGETING

People who not only like coffee but also who are hookah lovers. Students who want a place to spend leisure time with their friends. Solo-eaters (introducing table for one) For executives who stop by between meetings For students who drop in to read a book or study For calorie conscious people by introducing light shakes like blueberry & seasonal fruit pines with zero calorie ice cream. Eggless desserts for veggies.

POSITIONING

Not only a coffee shop but a place where you can spend time with your friends. Different from competitors ( Shisha) as Caf Mocha offers a vast variety of hookah flavors including wine in their menu. Truly Twenty Minute Vacation

Yes the size of the customer segment justify the economic viability in other cities as Caf Mocha offers a good option not only for coffee and hookah lovers but also it has dishes like Panini (traditional Italian flat breads toasted with individual stuffing) Poutines (French fries smothered in cheese or curry sauce) Shakes, cakes, desserts etc. And that too with a nominal price range Couches, beanbags, decoratively tucked curtains etc add-on's to its cheerful ambience.

Q.2 The need to change the offering & the entire experience for smaller cities

Pricing needs reconsideration based on value offered to customer

So many varieties in food and beverages may not be required and can be reduced to increase profitability But tier-2 cities may not be so open to the idea of young adults going to smoke hookah with friends so maybe only launch very few outlets in posh areas with few flavors for young adults of upper classtill adoption increases

Q.3 Discuss the Positioning of Caf Mocha through Evidence of Service described in the case.

People

The waiters have a uniform which is inspired by Arabic styling.

Services offered are casual and not so formal. There is no as such qualification needed to get a job at caf mocha but its the Attitude which

matters.

Physical Evidence

The Coffee bar is spread over 3000 square feet having of an outer seating area. The use of multi-colored hookahs positioned the caf mocha on the typical Indian Tradition The Low wooden benches gives comfort to the customers The use of different colors on the walls and ceiling makes the eyes feel better and a feeling of happiness generated through these colors.

Cont

The Leopard striped chairs and airplane seats gives the feeling of royalty and importance given to the customer. A relaxed casual atmosphere accentuated with superb coffees makes the caf mocha perfect to chill out and hang out with friends. The uniqueness of the caf mocha is that all the articles are meant for sale which gives a feeling to the customer that everything in caf mocha is meant for customers only and customer is given the utmost importance in caf mocha.

Q.4 Role of Servicescape

Package

Consists of an outer seating area, where multi-colored hookahs and low set wooden benches add to your coffee

experience

Give a Sindbadian experience Arabia with a scent of Morocco and flavors from Turkey.

Mocha started a hookah trend with coffee - time for gossiping Imbibing a very med coffee bar culture

Coffee served in large, colorful cups, Turkish jeweled hookahs


or Sheeshas in assorted flavors, desserts and snacks

Inside is a riot of colors, Split into two levels with walls in yellow and pink and a bright blue ceiling,
flaming red beanbags leopard striped chairs airplane seats velvet covered couches curtains decoratively tucked a warm and relaxed atmosphere

The cheerful ambience receives a touch of serenity downstairs with book lined shelves and Japanese-style floor setting. -place to meet and suspend reality for a few moments

The individual pieces of furniture chosen for the intrinsic beauty rather than set theme furniture --Its about feeling good and surrounding yourself with everything that feels good

Facilitator

Coffee and Conversations tag line and their concept which is to provide guests a total memorable experience and a 20-minute vacation. It is the perfect place to chill out and hang out with friends As it provides a relaxed casual atmosphere accentuated with superb coffees and aesthetic setting

Wi-fi connection an extra facility


Every piece of furniture at mocha is for sale lets caf mocha customers take with them a part of their experience and make it a part of their home

They also plan to host poetry readings and art exhibitions in an effort to promote upcoming and offbeat art in the city.
Experimental Menu During Monsoon Chai and Bhajiyas

Socializing

Mocha has come up with new initiatives like backpacking club The Mocha Backpackers Club meets on the last Sunday of every month at 12 pm to give backpackers gyan about how to go about organizing a trip. Exotic experience ambience + offerings

All the articles here are meant for sale. Such qualities make this place unique conveys that the environment in caf mocha is relaxed but dynamic
Mocha gets a lot of solo eaters. They are basically executives who stop by between meetings Students who drop in to read a book or study. But they are mostly people who need their space and privacy. At the Churchgate Mocha two tables are meant only for one, in case people want to spend time by themselves and enjoy their coffee.

Differentiator

Sindbadian experience Medieval theme Turkey, Arabia, Morocco Hookah since inception, first in the country

Exotic food Signature dishes - Panini, Poutines, Lava Lava, Jamaican Blue
Mountain Coffee Cake

World Flavors: Choices


1.

Coffee: Ethiopian Yirgacheffe Sidamo, Costarica Tarrazu, Guatemala Antigua Brazil Bourbon
Santos, Hawaiian Kona, Java Estates Blends: Mocha-Java De-caff: Columbian Supremo

2. 3. 4.

Old Favorites: Oreo cookie shake, Snicker Bar shake, Toblerone shake in addition to classic
tastes like cappuccino, espresso, flavored latte etc Calorie Conscious: Light shakes (blueberry, strawberry), fruit pies zero calorie ice cream topping Eggless desserts

5.

6.

Awards and Recognition: Differentiation acknowledged by other bodies


- Times Food Award for the Best Coffee Bar in 2004, 2005 2006 & 2007, consecutively for 4 years. - Nominated for New Format of the Year for the year 2002 2003, by Images Retail. - Voted as one of the Top 12 Coolest Companies in India by Business Today magazine

Experimental Menu During Monsoon Chai and Bhajiyas Furniture - Chosen for beauty, no fixed theme All for sale Pricing Very reasonable compared to competitors offering similar ambience Variety offered not only in food and beverages but also in hookah flavors

1. 2.

Initiatives: Backpackers Club and Table For One


Distinct Ambience: eclectic and elegant
Walls- yellow and pink Bright blue ceiling Flaming red beanbags Leopard striped chairs Airplane seats Velvet covered curtains and couches Book lined shelf Japanese style floor setting

3.
4. 5. 6. 7. 8.

Experimental Menu During Monsoon Chai and Bhajiyas Furniture - Chosen for beauty, no fixed theme All for sale Pricing Very reasonable compared to competitors offering similar ambience Variety offered not only in food and beverages but also in hookah flavors Initiatives: Backpackers Club and Table For One Wine on the menu Coffee and Conversation 20 minute vacation, memorable experience Imports beans etc + Fully backward integrated Mocha Life Shop Literary Movement Lonely Planet

Highly Differentiated No Direct Competitor Their Unique Value Proposition is through disseminating a Holistic Value Proposition offered by an overall approach to serve their target customers in all ways possible

Thank You

You might also like