c



m Barista coffee was establishes in 2000 with the

aim of identifying growth opportunities in the
coffee business.
m Barista exists in over 22 cities, and operates
over 140 outlets nationally.
m In the last 2 years, Barista has opened over
100 outlets in the country and with a new
outlet opening nationally every 14 dates
m Barista is currently experiencing phenomenal
growth.
m With outlets opening in Sri Lanka and Dubai,
Barista is looking at potential growth
m opportunities in Asia, making it highly
competitive international brand.
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m Barista sources its coffee beans from around
the world, but a major supplier is TATA Coffee,
part of the TATA Group that owns a large
stake- holding in Barista.
m These coffee beans are then sent to Venice,
Italy where they are roasted into a blend
exclusively for Barista.
m The food and desserts at Barista is exclusively
catered to by the Taj
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m Barista has a check on the quality of its

products every 14 days.
m Barista also incorporates TQM at its
headquarters in Delhi. Since Delhi is the base
for all its distribution
 ¦

m Barista has a ͚Skim Pricing Policy͛

m With the sudden spurt of growth in number of
outlets, came the benefits of economies of
scale.
m Because of this, they have been able to
gradually lower their prices, and appeal to
different segments of their target market.
 ¦ 
m The order and delivery process at Barista is
based on self- service
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m Consumer Profile
] Over 65% of Barista͛s customers are in the 15- 30
age- group.
] The majority of these are students and young
urban professionals.
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m Barista currently carries out mass promotion
campaigns.
m This is mainly in the form of promotions in the
Press, TV and Radio Medias.
m At present, they do not rely heavily on
advertising, but rely more on sponsorships
and strategic alliances with other
corporations.
m The top management of Barista is under a lot
of pressure from different directions.
m Some of the pulls and pressures are . . .
m Increase volumes by cutting prices by nearly
25%
m Change the brand positioning of Barista from
"indulgence" to a "hangout,͞
m To introduce specialty teas in order to increase
its client base among the tea consuming
regions.
m Adopt the franchise route to increase the
number of outlets more rapidly while reducing
its capital investment in new stores especially
the real estate.
m Reduce costs and deliver profits
m The average bill size has not increased. A lot of
people are coming in to "recharge and
unwind͟
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