Service Marketing Study

Topics: Coffee, Espresso, Coffeehouse Pages: 43 (10612 words) Published: February 10, 2013





1. History of the coffee industry

2. Objectives

3. Methodology

4. Introduction to Barista
• Marketing mix
• Quality sources
• Merchandising
• Pricing, process, positioning
• Brand image- products, prices, people, physical evidence, place, promotion, distribution

5. Introduction to Café Coffee Day
• Marketing mix
• Quality sources
• Merchandising
• Pricing, process, positioning
• Brand image- products, prices, people, physical evidence, place, promotion, distribution

6. Comparison between Barista and Café Coffee Day
• Taste and quality of products
• Food offering
• Pricing
• Order process and time
• Delivery process and time
• Human resources- staff
• Ambience and décor
• Availability of products
• Value for money
• Merchandising and rental space
• Competition
• Loyalty programmes
• Promotions

7. Conclusion

8. Bibliography

Interesting facts:

• Coffee was first known in Europe as Arabian Wine.

• Coffee is presently the second most traded commodity in the world. It is second only to oil.

• Nescafe was invented by Nestle because it had to assist the Brazilian government to solve its coffee surplus problem.

• Coffee is now the world’s most popular beverage, which leads to a boom in retail and hotel cafés. The American retail café Starbucks in born.

The Coffee Café Industry:

The Coffee Café industry is currently one of the biggest and fastest growing sectors in business. The industry consists of a mix of individual cafés, hotel cafés and retail café chains.

Individual Cafés:

The main bulk of revenue is earned by small, individual cafés, run mostly by families and friends. It is a relatively unorganized sector. There are millions of such cafés around the world, and they provide customers with a homely, casual experience. The bulk of these cafés are mainly in Europe, where every little town or village has local cafés, where people gather together for a conversation over coffee, or just to be alone with their thoughts. These cafés have been the birthplace and sanctuary for various creative minds, revolutionaries and thinkers of our time. These cafés set themselves apart from retail chain cafés and hotel cafés because they provide customers with a homely, classic appeal, which cannot be emulated.

Transition of Cafes:

Coffee remains in the outer periphery of interest in the minds of consumers. Other aggressive beverages like tea and the colas of every hue have a substantially higher degree of interest and of course advertising backing them. Coffee consumption is down in the last four years. From a level of 55,000 tpa, the numbers are down at 52,000 tpa today. Per capita consumption hover around 52 gms. This signifies a measly 10 cups of coffee per Indian per year!

Branded coffee consumption is a small percentage of the total. Only 19 per cent are branded and the rest is in loose forms. However, a significant increase in consumption in the branded segment anticipated. This is going to be spurred by the...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing: Customer Service Essay
  • Service Marketing Essay
  • Essay about Service Marketing Mix
  • 8 Ps of Service Marketing Essay
  • The Difference Between Marketing Services and Marketing Products Essay
  • Effectiveness of Services Marketing at IRCTC – with reference to Lucknow Region Essay
  • Service Failure and Service Revovery Essay
  • Gaps in Service Delivery Essay

Become a StudyMode Member

Sign Up - It's Free