Coffee Shops

Topics: Coffee, Espresso, Coffeehouse Pages: 14 (3772 words) Published: November 4, 2011
1.Introduction | 2.Coffee shops in comparison with restaurants/hotels/fast food joints | 3.Advantage of branded coffee shops versus local ones |

4.Marketing Mix Concept|
5.Leading Brands|
5.1Café Coffee Day|
6.Other coffee shops which are not leading|
6.1Costa Coffee|
6.2Gloria Jean|
7.SWOT Analysis|
8.Future of the Coffee Shops|

1. Introduction

There are many coffee shops across the city. Wherever we go, we find some or other coffee house. It has become one of the leading place for hang outs, even formal meetings of several event companies and also corporates are found to hold meetings in the coffee shops if both the client and employee are in the young age group.

Coffee shop is an establishment which primarily serves prepared coffee or other hot beverages. It shares some of the characteristics of a bar, and some of the characteristics of a restaurant, but it is different from a cafeteria. As the name suggests, coffeehouses focus on providing coffee and tea as well as light snacks. Some coffee shops offer sheesha , flavored tobacco smoked through a hookah.

Coffee shops basically target the young crowd basically. Some of the coffee shops allow you to sit the whole day if there is no crowd. They have books and newspapers in the lounge which one can sit and read there with no disturbance. The soft music played in the shops soothe the minds.

From a cultural standpoint, coffeehouses largely serve as centers of social interaction: the coffeehouse provides social members with a place to congregate, talk, write, read, entertain one another, or pass the time, whether individually or in small groups of 2 or 3.

The leading coffee shops are Café Coffee Day, Barista and Mocha. Apart from the leading ones, there are many more like Costa Coffee, Gloria Jean and so on which are not spread across the city as compared to the leading ones which have atleast eight to ten outlets in the city. Of late, several coffee shops have been opened in various malls to provide authentic coffees to the people. Also, Café Coffee Day has opened several of its outlets in supermarkets, offices like Passport Office etc to serve refreshments to the tired and stressed public.

2. Coffee shops in comparison with restaurants/hotels/fast food joints

Coffee shops serve several types of coffee and tea. They do not serve any kind of Indian delicacies. Coffee shops serve usually several types of sandwiches, pastries, frappes, shakes. The coffee shops serve edibles usually of the western origin.

Coffee shops usually target the segment group of youngsters in age group of 16 to 30. Usually the coffee shops would be occupied by college students, media professionals and couples. The crowd that usually visits these coffee shops are sophisticated. The dressing sense and etiquettes of these people are quite good. Also the waiters in these outlets are usually the college students who work part time to earn pocket money. Though the pricing of the products are high compared to local stalls, they still attract the customers with their authentic taste, ambience and service.

At times, these coffee shops are visited by foreigners too who would like to drink coffee as per the taste of the west. The clean ambience attracts many to the shops. These malls are kind of individual marketing. The coffee and tea are served customized to the need of the customers. These coffee shops provide separate spaces for the smokers and non- smokers.

Below given are the graphs of:
Age profile of customers
Frequency of visit by customers
Ratio in percentage of male and female customers

3. Advantage of branded coffee shops versus local ones

1. Cleanliness
2. Variety in products
3. Authentic taste
4. Good ambience
5. Facility to sit as long as one wants

4. Marketing Mix Concept...
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