emmanuel project pm

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CONTENTS

• Introduction

• MARKETING MIX

• : MARKETSEGMENTATION

• SWOT

•MY FINDINGS

• : RECOMMENDATIONS

• CONCLUSIONS

• Questionnaire

• bibliography



CHAPTER1 INTRODUCTION

Mocha an introduction



When Mocha opened its doors at Church gate (Mumbai) in December 2001 it was a small

and homely coffee shop. Right outside Berry’s restaurant, the first Mocha boasted an

eclectic Indo-Tibetan theme and fresh worldly coffee. Time went by and the people came

and coffee brewed. When the tables fell short but the coffee didn’t we take it as a sign? It

was time to grow. By August 2002 Mocha had extended to the entire premises of Berry’s

restaurant and by December of the same year, Mocha Bandra was christened.

Soon Mumbai’s biggest Mocha opened at juhu with a flamboyant Polynesian and

Mediterranean look. Our small and homely coffee shop had already come a long way. By

now it was time to introduce Delhi to the Mocha experience. And so we cut the ribbon at

GK-1 in May 2004 and Delhi had its own cozy Mocha with its unique Neo Middle Eastern

Lounge theme.

If things were moving fast, they just got a lot faster. Word about our coffee shop spreadfrom lip to lip and city to city. The next flavor of Mocha surfaced in Powai, stunning itscustomers with its rich influences from Africa and its mesmerizing Japanese lanterns.

Some things just didn’t make sense at Mocha but to us that was the idea. The thing aboutMocha was the coffee shop itself. It was never designed to be a cut-and-paste format where

every outlet would look the same. Go to two Mochas and you’ll find them absolutelydifferent. That’s what brought people to our tables. That every coffee shop was vibrant,different and full of surprises!

Powai was followed by Ahmadabad in 2005 with its Thai bungalow design and tapestry.The Mulund Mocha revealed how a French café theme with a hint of baroque could sweep people off their feet. If all this wasn’t stunning enough Mocha’s Chennai outlet hit thespotlight. The largest Mocha in India with 10000 sq. feet and an entirely different look andfeel from other Mochas made other coffee shops feel like vending machines.



Next it was Hyderabad’s turn to smile at Mocha’s new creation. With a sprawling 8000 sq.feet in Banjara hills the new Mocha was styled out of the home of a former nawab. It’severy room dazzled with a different theme and was subtly punctuated by its antiquecolonial furniture.

Jaipur got its own Mocha in March 2006 with rich Rajput motifs and royal tapestries.Finally the student town of Pune got a touch of Mocha cool in August 2006 with its veryown and fresh Moroccan feel, followed by Mocha Lokhandwala and Mocha Chandigarh inFebruary in 2007. Later in the year, Lavelle Road in Bangalore and Defence Colony inDelhi followed suit.

2009 saw a different side of Mocha with the launches of Mocha Mojo (Bandra, Mumbai) – a hippie departure from the conventional Mocha format, Mocha Mojo (Chennai) – anenergetic and vibrant space consisting of electric blues, mystic reds and olive greens,Mocha ArtHouse (Delhi) – a multi-level experience fusing contemporary art, eclecticculture and wholesome food and Mocha Bakery (NSCI, Mumbai) – a little bakery where

Mocha signatures are served in an environment which has a simple touch of a boulangerie.In early 2010, Mocha brewed a new cafe in Greater Kailash (Delhi) with a unique menuand a Mediterranean look to it. After gathering a legion of loyal patrons across India,Mocha then opened its gates in Kolkata in July 2010 with a 4000 sq. ft. café filled withdrama, mayhem and comfort all in one place.

With 19 operational outlets across the country and our own central kitchen, Mocha standsfor the coolest coffee shop in the country with its own sense of style. It has proven that acoffee shop chain doesn’t need to look like the cubicles in an office. Every shop can haveits own wild and intense flavour. Everything from a wall to a cup can have its own sense of expression and identity. That diversity and variety in every outlet enriches rather thanconfuses. And makes it a coffee shop people love to visit once more.

It is also said Mocha, named after the Yemenese port famous for its coffee, boasts of signature dishes likePanini (traditional Italian flat breads toasted with individual stuffing),Poutines (French fries smothered in cheese or curry sauce), along with a variety of coffeeslike Ethiopian Yirgacheffe Sidamo, Costarica Tarrazu, Guatemala Antigua Brazil BourbonSantos, Hawaiian Kona, Java Estates and blends like Mocha-Java and de-caffs likeColumbian Supremo, besides cappuccino, espresso, flavored latte and others. Old favoriteslike the Oreo cookie shakeand the Snicker Bar shake are now joined by Loindt ChocolateShake and the TobleroneShake, to name a few. New desserts include mouth-wateringdelicacies like the Lava

Lava, a hot molten chocolate cake, and the Jamaican Blue Mountain Coffee cake, arichblend of coffee and Swiss chocolate

The concept



At Mocha we try and serve you more than just coffee. We’d like to serve you the world.Subtle and heady from around the globe garnished with a warm and relaxed atmosphere.We bring you a selection of the best coffees from all over the world.

Mocha is inspired by the Quahveh Khannehs of Morocco and Turkey. These warm andhomely coffee shops are the perfect place for people to come over, order a coffee and talk

about their day. About politics, family or just the weather if they so please. It’s a place tomeet and suspend reality for a few moments. That’s what Mocha was designed to be.

A visit to Mocha is more of an experience. It’s beyond just sipping coffee and delectable bites. It’s about taking time to savour the finer things in life. That’s why we’ve taken thetime to select the fin est coffees from all over the world for you. Not just a single type or blend. You can choose your flavour of freshly roasted and ground American, African or Indian coffee. Enjoy our fruit-flavoured sheeshas from Egypt. Savour our gourmet dessertsor take a sip of our absolutely divine shakes.

It’s about feeling good and surrounding yourself with everything that feels good. And if you like it, why not take it home? You can buy almost everything you see in Mocha and bring home the Mocha lifestyle. So if it’s a coffee, a sheesha or even a chair that strikes

your fancy, tell us. We’ll wrap it right up for you.

That’s the planet of Mocha. A coffee shop for the soul. A journey of experiences. Awarm corner of flavors and aromas that fills everyone who leaves with a single parting gift.ELEVATION.

Expansion

Mocha has always been cash-flow positive, and all its expansions are funded throughinternal accruals- one loan of Rs 25 lakhs from a nationalized bank has been all the externalfinancial assistance this start-up has availed. And even as they plan a research and

warehousing unit, a central kitchen, and a roasting unit, Amlani and Salaskar have not lostsight of the numbers. Desserts contribute the most revenues (coffee does only 8 per cent)and each outlet enjoys gross margins of around 22 per cent. "It is not really about coffee,"confesses Amlani. Mocha also introduces the Mocha Life Shop, which offers international brands of coffee, coffee cups and mugs, coffee grinders and French presses, hookahs andmusic CDs. They also plan to host poetry readings and art exhibitions in an effort to promote upcoming and offbeat art in the city. Mocha— primarily a coffee bar— alsodoubles up as a hookah bar with three outlets in Mumbai, at Churchgate, Bandra and Juhu.Keen to tap deeper into the lucrative trend the duo plans to expand Mocha to 65 outletsacross the country over the next two years. The duo knows that their venture is an instanthit in metro’s like Mumbai but the expansion plans they have of opening 65 outlets across

the country require some questions to be answered.



The style of leadership adopted. The USP of Mocha is Coffees imported from all overtheworld, freshly roasted and ground. Some things just didn’t make sense at Mocha but to usthat was the idea. The thing about Mocha was the coffee shop itself. It was never designedto be a cut and paste format where every outlet would look the same. That’s the planet of Mocha . A coffee shop for the soul.A journey of experiences. A warm corner of flavors and

aromas that fills everyone who leaveswith a single parting giftThe actual skills and competencies of the employees working for the company. Anextensive 45days training for all personnel is promoted in order to inculcate the brand ethosand culture of Mocha. The central pool of managers recruit, train and develop personnelfor each new and existing outlet

CHAPTER2MARKETING MIX OF MOCHA

The 7 p ok marketing mix are practiced really good because all 7 p are found to bethe success factor for mocha which as made it the best coffee shop in banglore bythe times food awards which clearly indicate of a great marketing strategy and proper use ok marketing mix

Marketing mix here are the 7 p of marketing

Product : the products given here are vibrant and prices range from 75 to 200 RS

Bakery Products

Cheese Sandwiches

Egg Sandwiches and Platters

Fruit and Juice



Pancakes and French Toast

Panini

Salad Entrees

Wrap

Deserts

Smoothies

Beverages

COFFEES ‡DESERTS

TEA

THE GREAT SHAKES

Price : The products at Café Mocha are moderately priced. Mocha has kept its prices verylow beginning at Rs.30 for a mug of coffee and Rs.75 for dessert and go up toRs.125. Keeping the hygienic necessity of its customers Mocha offers a newmouthpiece for hookah to every guest priced at Rs 150 for a singlehookah which lasts around 30-45 minutes and a double hookah costs is for Rs 200.Mocha offers a choice between a single pipe hookah which costs Rs 168 to smokeand a double pipe hookah which costs Rs 224 along with offering a wide variety of flavours to the customers as they can choose from mint, apple, strawberry, cherry, banana, mixed fruit, pineapple, pomegranate, plum, licoris, lemon, sweet melon,

rose, mango, orange, red wine grape and white wine peach.

Process : No self service, only personalized service offers both personalized and customizedservice to its customers. At Mocha the staff try and serve the customer more than just coffee. They would like to serve the world to their customers. Mocha is inspired by the Quahveh Khannehs of Morocco and Turkey. These warm and homely coffeeshops are the perfect place for people to come over, order a coffee and talk abouttheir day. About politics, family or just the weather if they so please. It’s a place to

meet and suspend reality for a few moments. That’s what Mocha was designed to be



At Mocha staff hope to provide the best of what the world that has to offer ataffordable prices, and the simple pleasure of life is our primary driving force-Coffees, Conversations and a warm smile. The service is informal, casual, and evenlaid back. They encourage their patrons to linger. The people(staff) don't treatguests a customer but like an old friend who has come home, to whom they are

playing host, the ambience is inspired by different parts of the world, like a fleamarket, with world music setting the mood. They hope to make Mocha more about afeel good experience, than just Food & Beverages

People:

The people here are dressed in a very hip hop style.They wear a very traditionalmorocco , Turkish , arabic colourful outfit giving a feel so that customers feel theyactually are in an Arabic coffee house. The service is informal, casual, and even laid back

Mocha gets a lot of solo eaters. They are basically executives who stop by betweenmeetings or students who drop in to read a book or study. The customers of Mochaare mostly people who need their space and privacy. Let it be Lavelle road branch or the new one at koramangala branch of Mocha two tables are meant only for one person, those who went to spend their time relaxing and enjoying their coffee alone

Physical evidence:

A visit to Mocha is more of an ’Experience’

The service is informal, casual, and even laid back .



Target market is Artsy/hipster crowd.The place to be spotted for the young and in-crowd, so much so that you will always see crowds milling outside waiting for their chance at "coffee and conversation’’. The coffee bar at Mocha, is spread over 3,000 square feet, consisting of an outer seating area, where multi-colored hookahsand low set wooden benches which add to the coffee experience of the customers.

RiyazAmlani the Chief Executive Officer of Mocha said that Mocha is the perfect

place to chill out and 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 than set theme furniture. Mocha has a cheerful

ambience which receives a touch of serenity downstairs with book lined shelves and

Japanese-style floor setting. Walls are coloured yellow and pink and ceiling in a

bright blue colour with flaming red beanbags, leopard striped chairs, airplane seats,

velvet covered couches. All the articles at Mocha are meant for sale if the customer

likes any of the furniture item present there ,he/she can buy that which further helps

Mocha to change its ambience. Such qualities make the place unique

Place :

It had very few and selected locations.There are hardly 12-

15 outlets all over india. And specifically banglore has two branches one at Lavelleroad and one at koramangala catering to the needs of both areas to the young and theworking class societyinside is a riot of colors, Split into two levels with walls in yellow and pink and a bright blue ceiling, flaming red beanbags, leopard striped chairs, airplane seats,velvet covered couches and curtains decoratively tucked, the cheerful ambiencereceives a touch of serenity downstairs with book lined shelves and Japanese-stylefloor setting. In the words of Riyaz Amlani, Chief Executive Officer, Mocha, "It isthe perfect place to chill out and hang out with friends as it provides a relaxed casualatmosphere accentuated with superb coffees and the individual pieces of furniturechosen for the intrinsic beauty rather than set theme furniture. All the articles here

are meant for sale. Such qualities make this place unique". Every piece of furnitureat mocha is for sale, "If you like the chair you are sitting on, you can buy it. And thiswill in turn help us in change the look of Mocha."



SALESPromotion :

MTV Splitsvilla - There is a tie-up under which customers will get postcards from the show with every bill.

Word of mouth

To build a loyal set of customer’s mocha has come up with new initiatives like

backpacking club and table for one. Backpacking club Mocha Backpackers Club is a

club, which brings all the information about how to backpack. The Mocha

Backpackers

Club meets on the last Sunday of every month at 12 pm to give backpackers gyanabout how to go about organising a trip. They pick out various locations and informyou about everything from travel arrangements to buying the right gear to limited budgets to almost everything. The Mocha Backpackers Club promotes the conceptof independent travel. It is a platform where people from different backgrounds cancome together to meet, share and exchange information like best places to stay, bestdeals on airfare, where to get the best camping gear, etc. Mocha Backpackers Clubwill have guest speakers, a celebrity or otherwise, who has traveled extensively andindependently and can thus educate others about the realities of backpacking. One-time membership fee to become a member of the club is Rs 500.The Club has alsotied up with Lonely Planet, wherein the members are offered a 25 per cent discounton all Lonely Planet books. The Club also offers members discounts on travelequipment like sleeping bags along with special offers on air tickets and other travelarrangements. Mocha gets a lot of solo eaters. They are basically executives whostop by between meetings or students who drop in to read a book or study. But theyare mostly people who need their space and privacy. At the Lavelle road Mocha twotables are meant only for one, in case people want to spend time by themselves andenjoy their coffee.



Economic Viability

Market Size:

1. In terms of revenue: Over Rs 8 billion annually, as the market for chains like

café mocha is growing tremendously.

2. In terms of retail outlets: Potential space for nearly 3000 coffee retail outlets,

though players insist even 5000 stores).

3. It doesn’t entirely depend on a single class of customers like students, which

helps in avoiding the peaks and valleys in business and generate a turnover of

around 9.6 Crore.

4. Also, the lifestyle of people today is highly welcoming for new outlets of Café

Mocha. Young ones are fast picking up Café idea, and they usually meet at

Cafés rather than at friends’ room or street corners.

5. Aso the sales range from between 50 lakhs to 1crore over a monthly basis

6. And annually to 9 to 10 crores thought india



CHAPTER3MARKET SEGMENTATION

Age: CaféMocha Offers Various Coffees, Shakes, Desserts, All Day Breakfast And Hookahs For Young And

Middle Aged People. Major customers lies in the bracket of 19-35 years.

Income:Average Income Group Mocha Attracts Customers From Upper Middle Class And Upper Class

Customers.

Occupation:

Youth, Business Class, Executives. For Students & Executives (but local residents also form alarge percentage of customer base)

�Geographic Segmentation Location Wise : Delhi, Mumbai, Bengaluru, Chennai, Kolkata, Jaipur.� Developed cities having busy and fast moving life style

Psychographic – On the basis of Consumer Lifestyle and Preferences.interests : Café Mocha offers a variety of coffees like Ethiopian ,Yirgacheffe Sidamo, CostaricaTarrazu, Supremo, besides cappuccino, espresso, flavored latte and chocolate shakes, desserts,cakes etc. in order to cater customers as per their interestsAttitudes: It also focuses on different attitudes of customers .It offers light shakes in fresh flavorslike blueberry and strawberry and seasonal fruit pies topped with zero calorie ice cream for Calorieconscious And egg less desserts for vegetarians etc.

Activities: Offers special zone for hookahs, best place for young generation to hang out. It alsooffers table for solo eaters

Demographic: -They basically provide products for people of all the ages and class. -But the atmosphere they are

providing is informal which is basically for youth and for people who want top chill out and needcasual atmosphere where they can relax and spend comfortable time.



THE main target market for mocha in Bangalore is

Youth the college and school studentsArtistry and Hipster CrowdBusiness class Executives

Mocha stands for the coolest coffee shop in the country with its own sense of style.It has proven that a coffee shop chain doesn’t need to look like the cubicles in an office.Every shop can have its own wild and intense flavor.Everything from a wall to a cup can have its own sense of expression and identity.That diversity and variety in every outlet enriches rather than confuses.This makes it a coffee shop people love to visit once more

Good ambience. Shop looks like elements which makes every customer feels like they are

king. Targets high end customers and specially youngsters. Customers who are fond of having other than coffee can enjoy. Makes customers feel like they are in pub or loungerather than in a small coffee shop. Famous for HOOKAHS in a coffee shopIts a place to meet and suspend reality for a few moments.Its about taking time to savor the finer things in lifeµ,-vision statement. It clearly suggeststhat the café is not just about coffee but a place to spend time and enjoy.The product differentiation reflects in all their activities. Even the way their cafes are laidout reflects their virtue to deliver something different and more than just a mere coffee.Mocha follows a premium pricing strategy for is range of products. Almost all of its products are priced almost 15-20% extra as compared to other coffee retailMocha is a no-pressure zone, where one can drop in anytime to watch a game, catch a newlive band or banter with friends and colleagues while listening to some great Rock n· Roll.It targets Youngsters and Business class & Executives·, who want to unwind after a tiringday·s work. Mocha attracts youth segment of the customers both male and female.

The market position

Mocha was the first in the country to serve sheesha/hookah. They are not just an another coffee shop, with a same monotonous ambience, They have came in the market as a perfect place for an Arabian vacation. Special attention is given to solo eaters. Café Mocha has

targeted all the segment of the society like - Non Vegetarians & Vegetarians, Students,Executives, Age group of 19-35.



It also stresses on important points such as

Reliability – Café Mocha provides a trust to its customers of enjoying a vacation of 30 min in a totally

different Arabian style ambience.

Responsiveness-Café Mocha takes responsibility of serving all kinds of customer ² like students or executives, veg. and non veg. people, group and solo eaters , coming with aim of chattingor studying etc.

Assurance-Café Mocha provide an assurance of being different every where and from all other Café present .They have a different interiors everywhere that provide a same feel of Arabianambience Mocha is the only café serving coffees from different countries.

Empathy-café Mocha understand the need and desires of every customer and provide them their preferred arrangements then be it the menu or sitting arrangements

Tangibles-In order to provide a different experience Mocha has differentiated itself in everything present inside- like colorful crockery , bright colored walls , curtains, furniture etc and themost differentiating factor is everything inside the café is on sale

Package ,Mocha provides a Sindbadian experience to its customers. A little bit of Arabia, a scent of

Morocco, flavors from Turkey and a Jamaican Blue Mountain coffee served in large,colorful cups, Turkish jeweled hookahs in assorted flavors, desserts and snacksthis attribute Fairly , depicted in café mocha, as they have emphasized more on the interiors3000 Sq ft.Outer sitting area Japanese style wooden flooring Various varieties of hookas

Facilitators,The service provided by mocha is informal and casual. It encourages its patrons to linger.Mocha people don't treat guests as customers but like old friends who have come home,and to whom they are playing host. - Its ambience is inspired by different parts of theworld, like a flea market, with world music setting the mood. Mocha is more about a feelgood experience, than just F&B



as this attribute suggests that service should be a pleasure from customer and employee point of view both, however café mocha mainly aims to make experience pleasurable for customers rather than employees

socializing

They provide atmosphere where people can come and interact with each other freely. - Clubs are being made where people from different classes can meet and discuss about different topics liketrips , outings etc

as café mocha is promoted as a place to hang out, this particular has been taken cared of,furnishings are kept low, and an ambience of serenity has been created so as give customers an platform to socialize and hangout

Differentiator,this is the main attribute they have focused upon:all article are open for sale, they don·t have any theme based furniture unlike other café·s and,prices of coffee are so which can be easily afforded by young urban crowd.hey provide dozens of flavors of hookahs.All the furniture and everything there in the café is for sale. -There is no set pattern of café or theme

, all the cafes are totally different . - They also started providing variety of wine which other coffee

shops are not. - They are providing special space where individuals who like to spend their timealone can enjoy their privacy with coffee



SWOT ANALYSIS ON MOCHA

Strengths:

Targets high end customer and youngsters.Have wide varieties in coffee.Have various options other than coffee. No Mocha shop is similar.

Good ambience and good service.

Weakness:

Not grown widely over the years.Have hardly 3-4 shops in a state.Low end customers cant turn up for mochas, because of high price

opportunity:

Planning to expand their existence in INDIA

Threats:

New age coffee shops like elements and hypnosWhich is also like mocha serving hookah



MY FINDINGS

Preference of coffee shops

The Graph – 1 shows which coffee shop the respondents usually preferred to visit.Although this is not a true indicator of market share, it gives us some idea or the

closeness in which both companies operate. They both received an equal preference inthe survey, with 50% of the respondents choosing mocha a 25% choosingchoosing Café Coffee Day, 10% choosing barista and lastly 15% choosing othersindicating that most of customers prefer mocha than the others outlets.This can be analyzed in relation to the comparative rating respondents give both outlets,to help us identify which areas both the chains are doing well in, where they need toimprove and where the opportunity for growth exists

Frequency of visit:

The Graph -2 indicates how often the respondents visited a coffee shop. Considering the



age- group for the sample, it’s quite evident that they have enough free time to visit cafésregularly. Out of those surveyed, 25% said they visited a coffee shop 2-3 times a week,and 30% visited a coffee shop 2-3 times a month. And another 25% visit daily and 20 %visit often .This is great opportunity for mocha to expand and to attract regulars withloyalty programs and freebies

Spending Habits:

The values of Graph - 3 illustrate how much money the respondents usually spend atCoffee shops. While the majority of respondents spent between Rs. 75 and RS .100 onA single visit to an outlet, a high percentage also spent between Rs. 150& Rs. 200 . AnImportant point to note here however is that a majority of the people who visit the placeregularly spend more than the RS. 200bracket which go on to 500 and even 1000



people. This would indicate that they are usually accompanied with common friends,

who have similar tastes, and buying patterns. The remaining 40% either went with only

1 person, or in a group of more than 5 people.

Deciding Factor:

When asked about the most important factor that contributed to their choice of coffee

café, an equal number (40%) of respondents selected the taste of coffee/ food and the

ambience/ experience. Only 20% of them choose value for money as their most important

factor. This would indicate a clear shift of consumer focus from price factors to service

factors. Also people

Are looking more into value for money products so that they think they have got what

they have paid for

Rating of Taste & Quality of Products



OTHER DRINKS:

Though most customers visit, other drinks like Granitas, , smoothies and ice teas are very

popular. Cafés need to focus on providing the right kind of drinks in the right taste and with a

certain level of quality.

Ratings for the taste and quality of Other Drinks indicate a marginal advantage with ratings

of 4/5 and 3.5/5 respectively. Mocha should look at different ideas for improving in this

area.

A significant number of respondents also specifically expressed their preference for

Smoothies and coolers

Eatables

Café customers usually have a light snack or side order along with what they are drinking.

This provides an opportunity for cafés to offer these eatables at marginally higher prices, and

increase their revenue. Increase in revenue though, would be useless if they offered

substandard eatables, which can often be caused by inefficiencies in storage and distribution,

which leads to eatables becoming stale. That’s why it is important for cafés to provide high

quality food, which allows them to charge a premium.

Respondents rated the eatables available at Cafés equally, this in spite of the fact

that their national caterers, while has in each city. a positive rating with respect to the

variety of their eatables although the quality was often inconsistent. The rating was

3.5/ 5

Desserts



Desserts are another valuable source of revenue for a café. The better the taste and the quality

of the desserts, the higher the premium a café can charge. Desserts, like eatables, have a

tendency to spoil quickly if not stored or distributed properly, so taste and quality is of

paramount importance.

The Desserts category shows a huge change in one entire rating point- and this is where

choice of a single, high quality national caterer plays to their advantage.

Respondents gave mocha a (4.5/ 5) because of their excellent standards and quality of desserts

, where their best desserts being the cheesecake which is a hot favorites among people

Prices

Customer’s perception of prices plays a very important role in a service sector industry.

Because of the intangible nature of a service, prices are often regarded an approximate

indicators of quality. Pricing policy affects the cafés revenue directly. The higher the price,

the larger the profit margins, but the lower the price, the higher the market share. In a retail

café chain though, volumes are what count- that’s why the more competitive the price is, the

better for the firm.

The survey asked respondents to rate the prices of both the café chains on a scale of 1-5,

1 being most expensive, and 5 being the cheapest. This would directly illustrate whether the

customer perceives price to be inexpensive, affordable or expensive

Pricing coffee



Respondents rated mocha , with a rating of 4/ 5, while others got an average affordability of

3/ 5.

This is strange though, considering the prices of coffee at Barista and Café Coffee Day are

within 8% of each other, and in a lot of the cases,

Other Drinks Pricing

The ratings for the prices of Other Drinks followed an almost identical pattern to the

ratings for Coffee. And in this case, all of mocha Other Drinks were less expensive than

the other coffee shops

Respondents may not be aware of this, because they gave mocha an excellent

4/ 5, and only an average rating of 3/ 5 to others

Eatables Pricing

Although the eatables provided at both cafés are mostly different, the prices for the

common eatables are approximately the same in most of the cafés.

Mocha got a rating of 3.5/ 5. Again, if the actual prices are used, there is less than a 10%

difference in the average prices of eatables at different café chains

Desserts Pricing: 3.5/ 5

In the Desserts category, although most of the products are priced , there isn’t as big a



difference as is shown in the ratings of the 2 cafés.

Respondents somehow seem to still perceive prices as higher than the other

Delivery of Product

The delivery of the product plays a vital role in improving customer service. Factors like

the time taken to place/ deliver an order, and the process of placing and delivering an

order contribute to the customer’s overall experience. The sample was asked to rate Order

Time and Delivery Time on a scale of 1-5 (1 being the slowest and 5 being the quickest), to

help us discover how much time is usually taken to complete delivery cycle.Respondents were

also asked to rate the Order Process and Delivery Process, on a scale of 1-5 (1 being the most

inconvenient, and 5 being the most convenient), so that we can understand how much value is

really added to the service, in terms of convenience

Order Time

Order Time is the time taken from when the customer wants to place an order, till when theorder process is completed. The order process largely affects the order time.

the rating for the same given by respondents are 4to 3.5/ 5.

Some respondents attributed faster order time to the fact that they had more staff on hand

Delivery Time

Delivery Time is the time taken from the point when the customer gives the order, to when it is

delivered to the customer. It largely depends on the preparation time/ process and the delivery



This would help give us an insight on how customers feel about their interactions with the

staff of a café, and how this affects their overall experience.

Staff Behavior

The behavior of the staff directly contributes to the customer’s overall experience. Their

actions, reactions and conduct while interacting with the customers will directly affect the level

of customer satisfaction. mocha received an excellent rating of 4.5/ 5, which reflects on their

training and development program. Respondents also especially highlighted the staff’s non-

intrusive as a great quality which really made their experience more enjoyable.

Manners

Perhaps the most important aspect of interacting with customers is the way an employee

speaks to them. His mannerism and etiquette should be polite and courteous and scored

very highly with their Employees manners, and respondents were overall extremely happy

with the politeness and courtesy of staff received an above- average rating of 4/ 5 again,

which indicates that although their training and development programs might not be bad.

Helpfulness

The staff should be able to assist and help customers with their queries and needs. A little help

or assistance goes a long way in improving the customer’s view of the organization quite well,

earning ratings of 4/5 respectively



Service

A customer’s visit to a coffeehouse doesn’t end with his purchase of coffee. He goes

there for the service the organization provides, and this service is provided directly by the staff

performance was exceptionally well, with another excellent 4.5/ 5 rating.

Ambience

One of the main characteristics of a service in intangibility. A major effect of intangibility is

that since the service cannot be seen or touched, it is very difficult communicating its qualities

or advantages to the customers. This also poses a problem in creating a brand image for the

organization.

Service organizations use physical evidence to overcome these hurdles. Physical evidence is

basically any sort of tangible that can be attached to the service, like the building, the colors,

the furniture, etc. This is especially true in the hospitality industry, where ambience plays a

huge role in building the service organization’s brand- and adding value to its core product.

For this reason, respondents were asked to rate Ambience & Décor, Colors and Lighting,

Comfort & Feel and Other Entertainment Also, considering that 40% of the sample stated

Ambience/ Experience as the deciding factor in their choice of a coffeehouse, a lot of

emphasis needs to be placed on this aspect

Furniture & Décor

The Furniture and Décor of a cafe consists of everything from the chairs and tables, to the

posters and paintings on the wall. It is probably the art influential factor to affect customer

perception of the brand. The kind of furniture and décor reflects on the kind of café it is.

Mocha scored an unbelievable rating of a perfect 4.5/ 5 for their furniture and décor. Light



wooden finish chairs and tables, artistic photographs on the walls depicting the love for coffee,

wide sofas and high stools all contributed to its success. advertisements and promotional

posters over almost everything in the café.

Comfort & Feel

The Comfort & Feel of a café play an important functional role in improving customer service.

Taking into account, that 60% of the sample visits a coffeehouse for more than 1 hour,

comfort forms an essential part of the customer experience. Mocha performed brilliantly with

a 4.5/ 5 rating.

Other Entertainment

Customers come to a café because they want to have a good time with friends or family. Other

forms of entertainment at cafés are very useful for enriching customer experiences and

increasing customer retention. Music, T.V., games; books, etc are peripheral services that a

café offers to its customers. These services add to the overall ambience of the café. has again

done brilliantly in this area, receiving a superb rating of 4.5/ 5. Mocha has been able to

successfully achieve this because they provide various facilities.

Availability

The availability of products is essential to ensure customer order fulfillment. If a

customer desires a product, it should be made available to him when and where he desires

it. People visit cafés primarily because they serve coffee and eatables. These are their basic

products, without which the café itself would cease to exist. That’s why it is essential for cafés

to make sure the food and drinks they have on their menu are available to customers when they

place their order



Coffee of Choice

Making the coffee of choice available to the customer poses a different sort of problem to

cafés. While a plain black coffee or milk- based coffee is always available, the flavored

coffees, which are not ordered very often, may be unavailable due to insufficient supply caused

by varied demand. Considering coffee is their core product, both cafés performed exceptionally

well with 3.9/ 5 respectively

Drinks Of choice

The other drinks available at cafés like cool drinks, cold coffees and ice teas; depend a lot on

various artificial and fruit based flavors/ syrups. These might not be available to the café due to

seasonal factors or supply factors. The availability of the café to overcome these factors would

directly reflect on the ratings of 4/ 5 each. This shows that most of customers are happy with it

Eatables of Choice

Eatables at cafés provide a much more obvious problem. They cannot be stored for very long,

and because of that, supply must be short and frequent, often causing demand- supply gaps.

The eatables they offer are almost always available, or sometimes unavailable and

they earned an excellent rating of 3.2/5.Desserts Of Choice

The desserts pose the same problem to a café as the eatables, but the demand for them is

usually higher. The desserts are also a large source of revenue, because they’re usually

accompanied by a high profit margin. Mocha performed at par, earning an excellent 4/ 5

rating because of certain expellant desserts being served

Value for Money

Customers always take into consideration 2 factors while purchasing a product. The price of



the product, and the quality/ quantity value of the product. Having a low- priced, low value

product or a high- priced, high- value product is often difficult to market or sell. What

customers ultimately look for is value for money.

Value for money-Coffee The value for money for coffee is probably the most important

factor, since customers visit cafés primarily to drink coffee. Mocha received an average 3.5/ 5,

which is probably a result of the lower ratings they received in the Taste & Quality and Prices

of Coffee.

Value for money – Eatables

While rating the Value for Money of Eatables, respondents gave mocha a 3.5/ 5. This marginal

advantage is either due to their serving size, or their price, because while rating the Taste &

Quality of other coffee shops are having more value for Eatables

Value for money – Desserts

Customers generally demand that Desserts provide high value form money. This is because

they’re willing to pay a high price and they expect excellent taste, quality and quantity.

Presentation also plays a key psychological role here. The Desserts category is the only one

where a coffee shop excels itself with rating of 3.5/ 5 when it came to the taste& quality.

CONCLUSION

Areas of excellence

1. Brand Image

2. Excellent Human Resource

3. Highly rated Taste & Quality of products

4. Value for money proposition

5. Strong youth orientation



Areas Needing Improvement

1. Perceived as an expensive brand

2. Inconvenient delivery process

3. Inefficient human resources

4. Ambience & Décor

RECOMMENDATION & SUGGE S TIONS

1 extremely strong brand image, but they need to work hard on improving their customer

perception of being and expensive brand. Barista and Café Coffee Day have almost identical

pricing, but mocha is still perceived as the more expensive brand.

2. to carry out a promotion campaign to ensure that their target market is well aware of

their current low prices. This would help change customer perception and turn mocha into

an affordable brand.



3. delivery process should change, so that a café attendant delivers the coffee to the table.

This may seem insignificant, but it can go a long way in improving customer satisfaction.

4 look at its current recruitment, selection and most importantly, its current training

policies.

ACKNOWLEDGEMENT

I HEARBY THANK OUR GUIDE Mr rejoice FOR HER CONSISTENT SUPPORT AND

MENTORING IN COMPLETING MY SALES AND MARKETING PROJECT ON CAFÉ MOCHA

OUR HOD IN GUIDING US AND TO STAFF AND MANGERS AT MOCHA INHELPING ME IN GETTING ALL THE NECESSARY INFORMATION AND LAST OF ALL

THANK MY PARENTS FRIENDS WHO SUPPORTED ME

THANK YOU



DECLARATION

I Emmanuel Joseph studying in 8h bhm hotel management Christ university declare

that

The project in sales and marketing on café mocha in is done by me for fulfillment of

my project management project for the 8 TH semester



RESEARCH METHODOLOGY

Name: Emmanuel Joseph

Regno: 07d2268



Title: marketing feasibility study on mocha and sales strategies

Objective: to find out marketing structure of mocha and also marketing strategies used by them

And also sales and promotional strategy used by them also the areas of excellence

And areas of improvement

Limitation: short time period

Limited sample size

Collection of data:

Primary source: from questionnaire and field work

Secondary source: from internet and books

Bibliography

Goole.com

Mocha.in

Scribd.com

Sales and marketing

emmanuel project pm

Documents