cafe mocha final

8/4/2019 Cafe Mocha Final

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Amity Business School

Case Study Caf Mocha

Submitted By:

Shrikant Yadav (D-38)

Surbhi (E-03)

Harsh Sadhija (D-53)


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Amity Business SchoolAbout Caf Mocha

Business Established: 2001Franchising commenced: 2002

It is run by two entrepreneurs Riyaz Amlani and Kiran

Salaskar.

It draws its inspiration from the Quahveh Khanneh orCoffee House of Morocco and Turkey, where peopleused to gather over hot coffee, Hookahs and just talk, andenjoy each other's company.

Mocha started serving hookah from the day itopened doors in December 2001.

Their venture now enjoys a hefty turnover of 9.6 crore.


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Prices at Mocha begin at Rs.30 for a mug of

coffee and Rs.75 for dessert and go up to Rs.125.

Tobuild a loyal set of customers mocha hascome up with new initiatives like backpacking

club and table for one.

Competition

Shisha

Hypnos, Bangalore

Desserts contribute the most revenues (coffeedoes only 8 per cent) and each outlet enjoysgross margins of around 22 per cent.


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Q.1 Do STP for Caf Mocha. Does the

size of the consumer segment justify the

economic viability of the concept in othercities?


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Amity Business SchoolSEGMENTATION

ON THE BASIS OF PROFESSION

Out of total 52% are students who find mocha as a good placeto hang out with friends.

23% of the total customers are working professionals.

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 GEOGRAPHICAL AREA

People visits to cafs are mostly from urban areas. This is thereason that why Caf Mochas outlets are in urban areas andmetro cities.


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Amity Business SchoolTARGETING

People who not only like coffee but also are hookahlovers.

Students who want a place to spend leisure time withtheir friends.

Introducing table for one For executives who stop by between meetings For students who drop in to read a book or

study

Cafe introducing light shakes like blueberry & seasonalfruit pines with zero calorie ice cream for those who arecalories conscious.

Lovers of Eggless desserts.


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Amity Business SchoolPOSITIONING

Caf Mocha is notonly a coffee shop but a place whereyou can enjoy with your friends.

Concept is to provide a total memorable experience

and a 20-minute vacation to guests.

It provides an relaxed casual ambience for itscustomers to enjoy.

Caf Mocha is different from competitors ( Shisha nHypnos) as it offers a vast variety of hookah flavorsincluding wine in their menu.


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Yes, the size of the customer segment justify the

economic viability in other cities as Caf Mochaoffers a good option not only for coffee and hookahlovers but also it has dishes like

The Oreo cookie shake and the Snicker Bar shakeare now joined by Loindt Chocolate Shake and theToblerone Shake etc.

New desserts include mouth-watering delicacies likethe Lava Lava, a hot molten chocolate cake, and theJamaican Blue Mountain Coffee cake, a rich blend

of coffee and Swiss chocolate.


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Panini (traditional Italian flat breads toasted withindividual 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 etcadd-on's to its cheerful ambience


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Q.2 Do they need to change the

offering & the entire experience

for smaller cities?


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Varieties in food and beverages may not be required and can

be reduced to increase sales and profitability.

Pricingneeds reconsideration based on value offered to

customer.

Small cities may not be so open to the idea of young adults

going to smoke hookah with friends so may be only launch

very few outlets in posh areas with few flavorsfor young

adults of upper class- till adoption increases.


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Q3 Justify the Positioning of Caf

Mocha through Evidence of

Service described in the case.


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Caf Mocha has positioned itself effectively inthe market in comparison to its competitors suchas Cafe coffee day, Shisha and other local coffeejoints.

It fully justifies its tag line of "coffees andconversations" providing its customers a totallymemorable experience.

Coffees is imported from all over the world,

freshly roasted and ground, form the core of theirUSP, Fruit flavoured Sheeshas or Hookahs,coupled with high end desserts and shakescomplete the experience.


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Amity Business SchoolPeople

Mocha gets a lot of solo eaters. They are basically

executives who stop bybetween meetings or

students who drop in to read a book or study. The

customers of Mocha are mostly people who needtheir space and privacy

The waiters have a Uniform which is inspired by

Arabic styling Services offered are casual and not so formal

Giving the whole experience a personal touch.


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Amity Business SchoolProcess

Mocha offers bothpersonalized and customizedservice to itscustomers. At Mocha the staff try and serve the customermore than just coffee. They would like to serve the world totheir customers.

Mocha is inspired by the Quahveh Khannehs of Morocco andTurkey. These warm and homely coffee shops are the perfectplace for people to come over, order a coffee and talk abouttheir day.

The people(staff) don't treat guests a customer but like an oldfriend who has come home, to whom they are playing host,the ambience is inspired by different parts of the world, like aflea market, with world music setting the mood. They hope tomake Mocha more about a feel good experience, than just

Food & Beverages.


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Amity Business SchoolPhysical evidence: Mocha is the perfect place to chill out and hang out with friends as it

provides a relaxed casual atmosphere accentuated with superbcoffees and the individual pieces of furniture chosen for the intrinsic

beauty rather than set theme furniture.

Mocha has a cheerful ambience which receives a touch of serenitydownstairs with book lined shelves and Japanese-style floor setting

The use of multi--colored hookahs positioned the caf mocha on

thecolored hookahs positioned the caf mocha on thetypical Indian

Traditiontypical Indian Tradition

The use of different colors on the walls and ceiling makes the

eyesfeel better and a feeling of happiness generated through these

colors.feel better and a feeling of happiness generated through thesecolors.


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The uniqueness of the caf mocha is that allthe articles are meant for sale which gives afeeling to the customer that meant for sale

which gives a feeling to the customer thateverything in caf mocha is meant forcustomers only and everything in caf mochais meant for customers only and customer is

given the utmost importance in caf mocha.Customer is given the utmost importance incaf mocha.


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Amity Business SchoolPrice

Mocha has kept its prices nominal beginning at

Rs.95 for a mug of coffee andRs.150 for

dessert and go up to Rs.240.

Mocha offers single hookah at Rs 450 which

lasts around 30-45 minutes. To add to it, it

provides customers with wide variety of

flavours.


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Q4 Discuss the Role of Servicescape

of Caf Mocha on all the four

attributes of Servicescape.


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Amity Business SchoolPackage Consists of an outer seating area, where multicolored

hookahs and low set wooden benches add to yourCoffee Experience

Coffee served in large, colorful cups, Turkish jeweledhookahs or Sheeshas in assorted flavors, desserts and

snacks The individual pieces of furniture chosen for the

intrinsic beauty rather than set theme furniture, Itsabout feeling good and surrounding yourself witheverything that feels good.

Walls are yellow and pink with a bright blue ceiling,flaming red beanbags, leopard striped chairs, airplaneseats, velvet covered couches and curtains decorativelytucked, all these things provide a completely new andrefreshing experience to customers.


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Amity Business SchoolFACILITATOR

Caf Mocha is spread over 3,000 square feet, consists ofan outer seating area, where multi-colored hookahs andlow set wooden benches are present which provides asense of ease to the customers, as they can easily go about

their business.

Mocha has a cheerful ambience which receives a touch ofserenity downstairs with book lined shelves and Japanese-style floor setting.

At the Churchgate Mocha two tables are meant only forone, in case people want to spend time by themselves andenjoy their coffee.


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Amity Business SchoolSOCIALISER

Mocha is the perfect place to hang out with friends as

it provides a relaxed casual atmosphere accentuated

with superb coffees and the individual pieces of

furniture chosen for the intrinsic beauty rather thanset theme furniture.

The use of different colors on the walls and ceiling

makes the eyes feel better and a feeling of happiness

is generated through these colors.

Mocha started a hookah trend with coffee - time for

gossiping imbibing a very different coffee bar

culture.


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Amity Business SchoolDIFFERENTIATOR Exotic food - Signature dishes- Panini, Poutines , Lava Lava,

Jamaican Blue, Mountain Coffee Cake Candle lit tables with smooth classical music and tables with

clothes, pre-laid cutlery, and more customized menu can be

offered.

All the articles at caf Mocha are meant for sale. Suchqualities make this place unique. If someone likes the chair

he/she is sitting on, he/she can buy it. Which in turn helps the

caf to change their look. So it looks a completely new and

refreshing place every time.

Also the range of rich chocolate flavours in coffee and of

hookahs backpacker club offers reasonable pricing is

differentiating. Cafe mocha is for every age. Similarly the

positioning should be strong enough which match the type of

ambience and services offered to the customers.


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Awards and Recognition: Differentiationacknowledged by other bodies

Times Food Award for the Best Coffee Barin 2004, 2005 2006 & 2007, consecutivelyfor 4years.

Nominated for New Format of the Year2002- 2003, by Images Retail.

Voted as one of the Top 12 CoolestCompanies in India by Business Todaymagazine.


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Thank You!

cafe mocha final

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