PRESENTED BY-

ABHISHEK SINGH
AKHIL MISHRA
AMIT RANJAN JHA
ANJANA KUMARI DWIVEDI
ANKUR SHRIVASTAVA
 History
•The term marketing mix was coined
in an article written by Neil Borden
called “The Concept of the
Marketing Mix.”

•The marketer, E. Jerome

McCarthy, proposed a four Ps
classification in 1960

•Robert F. Lauterborn proposed a

four Cs classification in 1993
Marketing Mix
-Four P’s
 4P’s & 4C’s

•Product- Customer /Consumer

•Price- Customer cost

•Place- Convenience

•Promotion- Communication
Extended- Marketing Mix
 7Ps & 7Cs
The 7 Ps The 7 Cs
Organisation Customer Facing
Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation
•C850 : First known discovery of
coffee berries
•1600 : Coffee enters to Europe
through the port of Venice
•1654 : The first coffee house opens
in Italy
•1750 : One of Europe’s first Coffee
house
•1822 : Prototype of 1st espresso
machine is created in France
•1908 : Invention of the world’s 1st
drip coffee maker
•Feb, 2000: First Barista Lavazza at
Basant Lok, New Delhi
Coffee-story
• Previously only a South-Indian
drink
• Confined to the Rich Brahmin
class
• Places for lawyers and
educated class to hold
discussions
• The drink has now become
more of a concept
Café bars have flocked
like CCD, Barista,
Mocha, Qwiky’s etc
• Became famous and
even 5 star hotels started
cashing on it.
• Coffee houses started
emerging at various
places
in the country
Marketing Scenario
Barista – Corporate Profile
•Has opened 100 outlets
countrywide over last
2 yrs
• Marked its presence in Sri Lanka
and Dubai
too
• Now targeting 22 international
outlets
including
Bangladesh, Bahrain, Qatar,
Oman and Kuwait
Marketing Mix
• Pricing

– 10% higher than Competitors

– Prices are lowest they have ever been
– High COGS because of Import duties
• Process
– Self Service

• Positioning
– Where the world meets
• People
– Well trained employees – to be
polite pleasant and
positive
– Consistent service at every outlet
–Average age – 22yrs
– Ensure to have quiet, uninterrupted
visit
– Uniforms are in sober shades of
brown and orange
• Promotion
– Sales Promotion
Physical Evidence
– Logo, colors and images
– Décor and architecture
– Literature

• Place
– Outlets located in strategic
locations
– Generally located at High
Street/Family
entertainment centers', in and around
malls and
cinemas and offices
I may be young, But
“

please take me
Seriously”

• Youth – between 15-35 yrs

• Students form a majority of customer base
• Likes to be in group
• Likes to sit, talk and relax
• Drinks a cup of Gourmet coffee with
added
flavors
• Prefers snacks rather than meals
Advertising Situation
– Café Citizen Card
– Association with movies
– Contests with brands like
levis, Airtel Friends, Pep
Scooty, etc
– Event Ticket sales like
Enrique, Bran Adams, Elton
John
Creative Strategy