marketing report - birds eye view

8/13/2019 Marketing Report - Birds Eye View

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Vistas 2013 Group 36 Screen Burn Production

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Table of Content

SI Number Content Pg. No.

Introduction

Industry Profile 1 Company Profile 3 Concept description 4 USP 4 Innovation 5

Feasiblity 5

Segmentation Targeting Positioning 6-7

Marketing Mix 8-14

o Print AD15


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Introduction

Have you ever wondered what it would be like to be inside a nest? To be surrounded by the

comforting feel of a place that has been built solely for your comfort? You can experience it all

at our new caf, the BirdsView caf.

Ideology of the company is to take people out of their busy and hectic human life to a carefree

birds life and there we present to you our Birds View first caf. The caf itself is shaped like a

nest, and rests atop a tree. One can reach it by climbing up the spiral stairs that have been built

around the trunk of the tree. The floor of the caf is circular, and the chairs and tables are placed

strategically around the area. The seating is on chairs that are shaped like broken eggs, but

slightly flattened at the bottom so that they do not roll over. The tables are designed to look like

the spilled inside of an egg, including both the yolk and the albumen.

The really amazing thing about the BirdsView caf is that it fulfills the promise of its name.

Situated atop a tall tree, this caf literally offers you a birds view. You can look down at the

people and animals as they go about their daily tasks just as if you were a bird. You can

experience nature in its true forminstead of sitting in traffic and worrying about spilling coffee

on your new pants, you can be seated in a nest and sip your coffee peacefully without a care in

the world.

Industry profile:

The caf industry in Bangalore, as well as in the country, has been advancing extremely quickly.

There are numerous franchises opening up and you will definitely find a caf within a five-mile

radius of any point in urban Bangalore. The influx of students and workers from other cities,

states, and even countries, has only boosted this industry further. However, urban Bangalore is

nowhere near as green as it used to be. So many of the trees and bushes have been cut down tomake way for roads and high-rise buildings, wouldnt it be nice if you could experience that

natural greenery once again?


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Company profile: Birds View Caf Limited

BirdsView. The name says it all. Our company is now releasing our first product a caf. Mind

you, this is no ordinary caf. It is located at the top of a tree, from where you have a clear view

of the surrounding area. If you want to get away from the fast-paced life that you undoubtedly

lead, our new caf is the place for you.

Mission statement: Our mission is to take people out of their busy and hectic human life to a

carefree birds life.

Vision statement: Our vision is to bring back, to the minds of the people, the peaceful moment

of sipping a coffee amidst nature

Logo - Our company logo consists of a bird whose neck looks like C and the feathers looks like

an eye. It is mainly designed to highlight the ideology of the company to take people out of their

busy and hectic human life to a carefree birds life.

TaglineArent you bird watching?


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Caf Description:

The BirdsView caf is designed as a tree-house, placed atop a tall tree. Wooden stairs have

been built spiraling around the trunk of this tree. One merely has to climb these stairs to reach

our caf. The caf itself is shaped in the form of a nest, complete with a circular floor and twigs

that seem to be sticking out of the

walls. The whole place exudes a

homely feeling and a sense of

comfort.

The seats are designed as broken

egg shells, appropriately shaped

so that they do not roll over, and

the tables are yellow and white,

constructed to look like the inside

of an egg. Placed all around the

caf are models of different birds

to enhance the feeling of being with nature. The ceiling is made of glass so that one can look out

of the caf and see the wonderful sights that are so often missed by those who are in an

enormous hurry to get from one place to another.

The staff of our caf is also dressed according to the theme. Feathers and beaks make for

entertaining waiters and waitresses. The background tracks consist entirely of nature sounds

they are subtle, but they set the mood. Paper is a thing of the past menus are displayed on tablet

screens. Our aim is to make one feel just as comfortable with nature as one seems to be, these

days, without it.

Unique Selling Proposition

Lose yourself in the nature, and eat like a bird


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Innovation:

Our caf is different and more innovative because, unlike most other cafs, it is not located on

the ground. The entire structure of our caf resembles that of a nest even allowing people to

look out of the caf the way birds would out of a nest. A glass roof that lets you view both the

surroundings and the sky is present. The music that will be played in the background is that of

soothing nature sounds. The waiters and waitresses will be decked up in feathers and beaks to

give the customer an altogether more enjoyable experience.

Feasibility

Feasibility: Bangalore, which was once the garden city,

has lost some of its shine, but it is still home to a plethora

of trees, some of which are even a century old. One of

these trees in Lalbagh would provide a perfect platform

for our caf. Gnarled old trees can be immensely strong,

and this will ensure that the caf does not simply collapse

in bad weather or the like. We arent cutting down trees in

Lalbagh to build it. We are taking the support of the huge and massive branches and trunk to

build our structure which would be supported from down by a structure designed by our

manufacturing company. Since we are not cutting down any trees we are just taking some

support from these massive treesgetting permission to continue with this project should not be

a problem. Building a caf on trees is possible because of the technological advancement of

housing and development companies and when we give tenures for this, we insure that the

structure is supported from bottom by a strong support so that it is strong to withstand any

calamity. Additionally, in Lalbagh , there is a huge need for a caf as it is one of the major

attractive garden of Bangalore and has large number of visitors and there are hardly any cafes

inside Lalbagh . Thus launching a caf in Lalbagh would be feasible.


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Segmentation-Targeting-Positioning

Segmentation

1. Demographic segmentation: These include factors like age, social esteem, and income

levels which purely relate to population related characteristics the masses possess. The market

scope for caf industry is huge in India because it is constantly gaining importance. The market

for this Cafe is segmented on the basis of

Age - Youngsters and adults

Income - Middle class and high income groups

2. Psychographic Segmentation:These include lifestyle and personality of individuals. Many

of them are influenced by the image the company holds which in our case is true value for

money concept which is a general thinking of almost every customer in todays world.

We would segment our service based on the

People who love to spend on new variety of food

People who are looking for a chance to come out of their hectic lives and appreciate nature as an

integral part of their life and love experiencing nature at its best

People who are open minded to accept new food experiences and look forward to it and loves to

come out of their routine experiences.

3. Geographical segmentation:This takes into consideration the region to which the customer

belongs to or prospects to visit. The prevalent atmosphere and lifestyle of the location will

determine the success of the service to a large extent. We would market our service

Cities where people are extremely annoyed with traffic and pollution and want to come out and

relax themselves

Cities with famous garden areas where massive and strong trees are available but tree houses

arent existing in large scale

Cities with maximum youngsters and where people love to spend on new food services

Cities where fast growing food industry

Cities where people are open minded to accept new experiences and look forward to it


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4. Behavioural Segmentation:It is based on the benefits sought in the service, usage rate of the

service and the social status enjoyed by the population. The benefits that the customer derives

from the service as well as the prospects preferences determine the acceptance and complete

incorporation of the product. Again as we see, that we can only cater

People who go for regular walks in morning and evening People who enjoys nature as a part of their daily routine People who loves to eat outsideTargeting

Age - Youngsters who lives away from hometown and loves to eat outside- Elders who wants to experience real nature involvement while enjoying their food

Location - Garden city of IndiaIn Bangalore our focus would be on very well developedgardens like Lalbagh , Cubbon Park where people enjoy nature at its best.

Incomemiddle income groups onwards Behaviour - People who loves to eat outside, loves to try out new experiences in foodservices.

Positioning

We have positioned ourselves as a company that takes you away from your hectic lives at a very

genuine cost


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Marketing Mix


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Product

1. Physical attributes There is incredibly comfortable seating in the

form of chairs that are designed as cracked eggs

and tables that are designed as the inside of

eggs.

Since the entire caf resembles a nest, it also

includes the appearance of twigs sticking out

from here and there, making the experience as

realistic as possible.

We believe that to truly experience being abird, you must have a clear view of your

surroundings and of the sky. In lieu of this, we have provided a glass roof for our caf

the elements of nature like rain and wind will be kept out, but the view will not be

hampered in any way.

Right in the middle of the caf, we have a three dimensional model of a broken egg with

our logo on it. There is a baby bird hatching out of the egg, and the tagline of our

company is popping out of its beak.

Leaving feedback about the caf is no complicated thing: you can just scribble your

message on the walls.

The floor is carpeted thickly, resembling the soft interior of the bottom of a nest.

2. Quality The quality of our service isincredibly high. We do not cater only to those who wish to linger.

If anybody is looking for a quick snack, they will most definitely be able to find it here.

There are also notification boxes placed strategically around the caf. If a customer has any

complaint, a message will be sent to the management immediately and the problem will be

handled.

3. Accessorising Every table has a tablecloth and napkin designed in a similar, attractive way.

The washrooms are comfortable and maintained at a high level of cleanliness. After all, we

dont want to be like birds in all aspects!


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4. Packaging Every service that we provide be it the music that is played in the background or the way the

food is arranged on the platesis related to our theme of showing the public a little bit of what it

feels like to be a bird.

Home delivery is, of course, an option, but so is the box that it is served in! You can have your

food in an egg shaped box, a bird shaped box or another box that pertains to the theme of our

caf.

5. Warranty If a customer hosts a birthday party in our caf and the number of guests is more than twenty,

we offer food for five people extra.

Customers who are in their initial stages of getting acquainted with our caf can come back

within one weekstime and will receive free coupons upto a specified order limit.

6. Product line Our caf specializes in cold coffees and ice creams and all sort of coldbeverages. We have a special variety of coffees that are imported from different part of the

country. We even have various side dishes such sandwich, wraps and rolls of every kind. Wehave almost 100 different varieties of roles.

Place

The outlet location is Lalbagh Road, Wilson Garden, Bangalore- 560027, Karnataka. We chose

our placement as Lalbagh garden because of the following reasons:.

-

Almost every transportation route in Bangalore passes through lalbagh

- There are many residential areas connected to lalbagh like Shanti nagar, Wilson garden,Basvangudi thus making it easier for people to reach out to us.

- The garden has four gates thus giving scope for large audience and also it is well known toevery banglorean and is easily accessible by everyone

- There are massive and strong Gnarled old trees available in lalbagh to build tree caf.- One of these trees in Lalbagh would provide a perfect platform for our caf .


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- Additionally, in Lalbagh , there is a huge need for a caf as it is one of the major attractivegarden of Bangalore and has large number of visitors and there are hardly any cafes inside

Lalbagh

- People usually come here to relax and enjoy nature which relates to our theme thus invitingpeople who are looking for a chance to come out of their hectic lives and appreciate nature

as an integral part of their life and love experiencing nature at its best

Price

Our pricing strategy is to initially penetrate into the market and so we adopted to keep the prices

of our product competitively low for the initial 2 months and once our caf starts gaining

recognition, slowly we increase the prices in our menu.

There will be a flexibility in prices as per the requirements of the customers. We give an

opportunity to our cutomer to decide how much quantity of food that they require because we

prevent any sort of wastage and so based on the quantity required by them, we charge them.

The price levels differ for different products ranging from 30 INR for a tea to 450 INR for a

special beverage of the day.

Promotion:

Conventional Strategies:

1.Newspaper Advertisements2. Magazines3. Pamphlets4. Banners and Standees5. YouTube Videos:6. Flash Mob


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Unconventional: - Our Marketing Strategies

1. Broken Egg Model - Near commercial places like Forum Mall and Garuda Mall we aregoing to display three dimensional models of broken eggs. These displays will be hung from

the trees nearby in order to catch the attention of the people. Since the logo of our company

is a bird popping out of an egg with a message in its beak, we are planning to show the same

in these locations. Sometimes the message emerging from the beak of the bird is, Calm

down Bro. This message of ours is telling people that every once in a while, they have to

relax. They need to stop, take a deep breath, calm themselves, and then continue with their

work. In todays fast-paced world, there arent enough people who stop to smell the roses.

On a lighter note, some of the other birds will have the message, Arent you birdwatching?

2. Calm down Bro campaign - As a part of our Calm down Bro campaign, we havedecided to get different crowds of people to relieve their stress by using the best medicine

known to mankind laughter. In public places such as buses or the lobbies of shopping

malls, a certain group of people will make a sudden entrance, wearing shirts depicting the

logo of our company, and begin laughing uproariously. For a while, passersby will stare and

wonder at what has got into them, but laughter rather like yawningis contagious. A little

while later, the passersby will begin to join in the laughter. The more people there are

laughing, the more people will be attracted to the crowd, and the crowd will continue toswell. Once people are clutching their sides, they will begin to disperse, tears in their eyes.

Their tears will be of happiness though, not sadness, and the next time they fell like laughing

their heads off, one of the first things that will pop into their heads in the logo of our

company.

3. Weekend Carnival- Teamworks is an event management and advertising company that ourcompany will have a tie-up with. Teamworks organizes weekend carnivals at which they

display around five brands every weekend in major localities in Bangalore. Our contract with

Teamworks will be a two month contract, with our products being displayed at eight of the

carnivals. Everybody knows that there is no such thing as a free lunch, but this is exactly

what we are going to provide the public with. Free samples that can fill your stomach are

what we are offering them.

4. Pigeon Messenger spread of word - Back in the day before people had cellphones andcomputers, they used to communicate via pigeon. They would take time out to sit down and

write letters to each other, conveying their heartfelt feelings and emotions. Nowadays,


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however, all of that magic is lost. We are in such a hurry to do things, that we do not bother

to stop and actually, truly communicate with the people we love. We think that a simple wall

post is enough to express our innermost sentiments. It is absolutely imperative that we do not

forget the little things in life. We cannot afford to lose contact with those who we care for

and those who care for us. Our company is trying to spread this message by placing plastic

pigeons at strategic locations, with our contact details given nearby. Hopefully, people who

see this will want to have a nice, quiet time, which can always be found at our caf.

5. Faster Notification - Inside our caf, wehave strategically placed faster notification

board. If you ever have a complaint or

problem about any of our services, you aremore than welcome to give your feedback on

one of the boards. These boards are

monitored constantly, and your message will

be delivered to the managers instantly.

Whatever problem it is that you had, will be

solved extremely quickly. We also assure

you that if you have had a bad experience at

our caf, it will never happen again.

6. Campaign merchandise -Our caf does notoffer you only food and a good time. It also

gives you the option to buy merchandise. We

have a line of shirts with our logo on them and the line, Arent youbird watching? We also

have a line of caps that have the bird from our logo saying, Calm down Bro. Of course, if

you buy food for a certain amount of money, you have a chance on getting a t-shirt or a cap

free. The caps are also a part of our Calm down Bro campaign, in which we do our level best

to tell the public how important it is to take a deep breath of fresh air every now and again.

We can only hope that this inspires you, the customer.


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7. Auto drivers being our agents to spread the word -In Bangalore, a lot of people decide totake autos from one place to another rather than use their own vehicles. The auto-rickshaw

drivers are constantly ferrying people from one place to another, but they get hardly any time

of their own. This is why we are going to distribute flyers to the auto-rickshaw drivers. The

drivers can hand the flyers over to those customers of theirs who are visiting Lal Bagh. If the

customer decides to experience our caf, we will make sure that we know which driver led

them to it. There will be an incentive for the drivers to do so, of course. What more could

you want than an evening spent up in a cozy nest?

Physical evidence

Theme based Customized uniforms of our staff The nest inside the caf made out of huge sticks that resembles twigs The egg shaped chairs and tables Customized plates, napkin and table cloth The broken egg 3-D model and the plastic pigeon messenger placed in public areas Our Calm Down Bro merchandise

People

We believe in internal branding and so we try to train our employees and ensure whole heartedsupport from them. We have 2 structure of performance appraisal to ensure that we motivate our

employees to be more effective and efficient. We follow international standards of hygiene,

cleanliness and personal grooming.

ProcessWe have a simple model of activities which flows from greeting our customers as soon as they

enter, taking orders from them without making them wait for longer, providing that order at the

reception, then we provide our customer with their required dish and beverages and finally

collecting the bill amount from them. We have a faster notification system to ensure that we have

no complaints about our service unsolved.


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