VIDYALANKAR

INSTITUTE OF
TECHNOLOGY
VIDYALANKAR MARG, WADALA (E), MUMBAI – 400 037

MARKETING MIX OF BARISTA, CAFE COFFEE DAY

AND CAFE MOCHA

To: Prof. Avila Naik

By Group Members

Tanvi Pedanekar - 08-543

Divya Subramanian - 08-556

Haveesha Ryali - 08-549

Pooja Mazoomdar - 08-531

Sudha Sampath - 08-527

Neha Bhirud - 08-508

Date: 26, October 2009.

MARKETING MIX OF
BARISTA, CAFE
COFFEE DAY AND
CAFE MOCHA

PROJECT REPORT NO:

1
 DATE: 26
OCTOBER,2009

PREFACE
Marketing strategies are methods followed by most successful
and well known companies to improve their scope in any market.
It is a means by which we determine whether one company is
better than the other or not. Food chains are a growing industry in
the modern world with an increase in the number of working
hours of the average working person. Hence, even food chains
need to improve their marketing strategies to appeal to the
middle-class consumer.

The main aim of this book is to make the reader understand the
various strategies followed by food companies to improve their
scope on the consumer and to add appeal to their brand as a
whole by being creative and unique. The various techniques
followed by three different food brands- Café Coffee Day, Barista
and Café Mocha have been listed in this book in an easy and
understandable manner. These discussions, we hope, will enable
the reader to understand these strategies with ease.

The main strength of this book is its audience-centred approach,

which we hope will make for an enjoyable reading. All these
strategies are real life applications by companies and very
practical.

The contents of this book have been divided into three main
parts. The first part focuses on the marketing strategies and
techniques used by Café Coffee Day to make it such a global
brand with universal appeal. The second part focuses on the
techniques used by Barista which make it so appealing to youth
as well as the working class people.

The third and final part looks into the marketing strategies
adopted by Café Mocha which make it such a unique brand so
popular with the youth of today.
We hope that this book, with comprehensive coverage of all
aspects of marketing strategies, will prove to be relevant, useful
and enjoyable to the reader.

ACKNOWLEDGEMENTS
This book is intended for a general audience and authorities have
therefore not been quoted in the text. To do so would have
broken the flow of words and it is a practice suitable only for a
more technical work.

But many brilliantly original papers and books have been referred
to during the assembly of this volume and it would be wrong to
present it without acknowledging their valuable assistance.

At the end of the book we have written a selected bibliography

giving the detailed references.

We would also like to express our debt and gratitude to the many
colleagues and friends who have helped us, directly and
indirectly, in discussions, correspondence and many other ways.
They include, in particular, the following:

• Mr. Anwar Siddique (Manager Cafe Coffee Day)

 • Mr. Rajesh Kamath (Manager Barista)

• Mr. Saurabh Choudary (Trainee Cafe Mocha)

• Mrs. Sushma Dudhade (Manager Cafe Mocha)

CONTENTS
1. Barista
1.1 Introduction
1
1.2 Product Mix and Price Mix
1-2
1.3 Process Mix
3
1.4 People Mix
3
1.5 Promotions Mix
3-5
1.6 Place Mix 5
1.7 Location 6
2. Café Coffee Day

2.1 Introduction
7
2.2 Product Mix and Price Mix
8-9
2.3 Process Mix
9
2.4 People Mix
9
2.5 Positioning Mix
9-12
2.6 Sales Promotion
13

3. Café Mocha
3.1 Introduction
14
3.2 Product Mix and Price Mix
14-15
3.3 Process Mix
15
3.4 People Mix
15
3.5 Positioning Mix
15
3.6 Place Mix 15
3.7 Promotions Mix
16
ABSTRACT

• ANALYSIS OF THE COFFEE BAR INDUSTRY

Coffee has been around in India since the 17th century. However,
coffee drinking has traditionally been largely restricted to
domestic consumption, and mostly in the South Indian states of
Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. Coffee has
been around in India since the 17th century. However, coffee
drinking has traditionally been largely restricted to domestic
consumption, and mostly in the South Indian states of Tamil
Nadu, Karnataka, Kerala and Andhra Pradesh.

• THE 7 P’S OF MARKETING MIX

Product , price , place , promotion , process , people , physical
evidence constitute the 7 p’s .

• ANALYSIS OF CAFÉ COFFEE DAY

CCD pioneered the café concept in India in 1996 with the
inauguration of its first outlet in Bangalore. CCD saw the
potential of the youth market and embarked on a dynamic
journey to become the largest organized retail café chain with a
distinct brand identity of its own. Through the assignment, we
would Study the marketing Mix adopted by café mocha. Their
target audience and market positioning

• ANALYSIS OF BARISTA
Barista is a coffee retailing chain which started operations in
India in February 2000. It was promoted with an initial capital of
Rs. 20 Crores by Java Coffee Company Ltd., a company owned by
the Turner Morrison group of Lacosté fame. Thereafter Barista
has undergone several ownership changes as well as changes at
the helm .Through the assignment, we would Study the
marketing Mix adopted by café mocha. Their target audience and
market positioning

• ANALYSIS OF CAFÉ MOCHA

Started by a Mumbai based entrepreneur Riyaz Amlani, who has
a long experience in the hotels and restaurants business. This
store is strikingly different from others, they love being over-the-
top and thus it’s a place that either you love it too much or find it
ummm.’Over the top’. Studying the marketing Mix adopted by
café mocha. Their target audience and market positioning
 INTRODUCTION

We all know that coffee joints like Café Coffee Day,

Barista and Café Mocha, are some of the most popular
hangouts. These coffee joints are very famous among
youngsters. Coffee is one of the favorite beverages and
has become more appealing because of its variety. Here
we are going to study the marketing strategy of these
popular coffee joints.
Coffee has been around in India since the 17th century. However,
coffee drinking has traditionally been largely restricted to
domestic consumption, and mostly in the South Indian states of
Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. Coffee has
been around in India since the 17th century. However, coffee
drinking has traditionally been largely restricted to domestic
consumption, and mostly in the South Indian states of Tamil
Nadu, Karnataka, Kerala and Andhra Pradesh.
 • Corporate Profile : BARISTA

Barista coffee was establishes in 1999 with the aim of

identifying growth opportunities in the coffee business.
Increasing disposable incomes and global trends in coffee
indicate immense growth potential in one particular
segment.
More significantly, they believe they have been quick to
spot a latent need waiting to be trapped: Coffee lovers
seek a complete experience. One that combines
intelligent positioning with the right product Mix and
carefully designed cafés. In other words, customers seek
an “experiential lifestyle
brand”. As of today, Barista exists in over 22 cities, and
operates over 140 outlets nationally. Inthe last 2 years,
Barista has opened over 100 outlets in the country and
with a new outlet opening nationally every 14 dates,
Barista is currently experiencing phenomenal
growth.With outlets opening in Sri Lanka and Dubai,
Barista is looking at potential growth opportunities in
Asia, making it highly competitive international brand.

• Marketing Mix

Product Mix :
Coffees & Refreshing Eatables
Teas Alternatives

Coffee with Smoothies Sandwiches

Milk
Cappuccino Guava Paneer Tikka
Caffe Mocha Mango Cheese &
Caffe Latte Grape Tomato
Chicken Tikka
Smoked Chicken
Black Granitas Rolls
Coffee
Espresso Blue Curacao Kadhai Paneer
Italiano Lime Ice Roll
EsperanoTM Mixed Fruit Chicken Masala
Americano Tango Roll
Guava Crush
Dessert Milk Based Pastas
Coffees
Latte Bianco Strawberry Tangy Tomato
Caffe Borgia Freeze Pasta
Mocha Freeze Creamy Chicken
Icepresso Pastas

Cold Iced Tea HOT TEA

Coffees
Brrrista Lemon Assam
Brrrista Peach English
Frappe Breakfast
Brrrista Blast Darjeeling
Iced Caffe Earl Grey
Mocha
Coffee Add- Other Drinks Desserts
ons
Various Ginger Fizz Walnut Brownie
Flavours Kinley Water Mocha Excess
Chocolate Chocolate
Fudge Excess
 Whipped Dark Temptation
Cream Chocolate
Espresso Mousse
Shot Chocolate Chip
Ice Cream Muffin
Scoop Almond Raisin
Muffin
Apple Cake

Price Mix:
Barista has a ‘Skim Pricing Policy’. They began with a higher
price, and skimmed the cream for the market. With the sudden
spurt of growth in number of outlets, came the benefits of
economies of scale. Because of this, they have been able to
gradually lower their prices, and appeal to different segments of
their target market. Currently, their prices are the lowest they
have ever been, and they can competitively match their prices
against Café Coffee Day’s prices. The prices are constantly
changing though, and the last 1-year has seen 3 changes (mostly
reductions) in prices. This gradual price reduction meant that
Barista could maintain its profit- maximization policy until it could
earn large cost savings because of the benefits of high volume.
The main factors that affect their pricing are their cost of goods
sold. The costs are quite high because imports a majority of its
products and product. Considering that Barista is trying to target
a market whose age range is between 18 and 60 years, a pricing
policy appealing to this segment is difficult. Extremely low prices
act as a deterrent to some customers who might regard it as an
indicator or quality, while very high prices cannot be afforded by
most of the youth. But since Barista’s current consumer profile is
quite young, their prices are mostly inexpensive, and at par with
their competitors.

Process Mix:
The order and delivery process at Barista is based on self- service,
where a customer goes up to the counter to place his order, and
goes back to the counter to pick his delivery once it is prepared.

People Mix:
The people at Barista are characteristically trained to be Pleasant,
Polite and Positive.They ensure you have a quiet, uninterrupted
visit and provide an escape from the daily pressures of life. Their
uniforms are in sober shades of brown and orange, and contribute
to the overall laid-back feeling of the café.

Promotion Mix:
According to research, over 65% of Barista’s customers are in the
15- 30 age- group. The majority of these are students and young
urban professionals. Barista positions itself as a brand for anyone
who loves coffee. Their products, services
and outlets are more like the traditional European cafés, where
people would meet for the love of coffee, and for an intellectual
appealing time. They position their outlets as a place “where the
world meets”, and they look to appeal to anyone in the 14- 60
age group that loves good coffee and looks for a nice quiet time.

a) Logo, Colors, Images:

Barista, since the beginning has looked to use colors in its café
interiors, logos and images; to project a “warm, earth glow,
synonymous with coffee”. Barista uses shades of Orange & Brown
to good effect to promote its “laid- back” atmosphere. The logo is
a combination of Brown, Orange and Light Yellow; with the word
“Barista” written in an upward curve, and the word “Coffee”
underneath. A simple logo that perfectly expresses Barista’s
brand image: A traditional café for coffee lovers.

b) Décor and Architecture:

Barista’s internal décor and architecture expresses the simplicity

you would normally associate with traditional cafés. The furniture
is made of light shades of wood, and there are comfortable sofas
in bigger cafés. The walls are shades of orange, with various
photographs of the love for coffee spread around each outlet.

c)Literature:

The literature provided by Barista is indicative of its brand image.

The menus,
posters, pamphlets are all traditionally designed, with a classic
and simple look. One aspect of particular note is their magazine,
which is privately circulated in the cafés.The magazine
encourages customers write, draw, make etc anything creative;
and this is then published in the magazine. The magazine not only
provides an avenue for advertising, but also an opportunity for
Barista to express its brand image Barista currently carries out
mass promotion campaigns. This is mainly in the form of
promotions in the Press, TV and Radio Medias. At present, they do
not rely heavily on advertising, but rely more on sponsorships and
strategic alliances with other corporations. Barista also takes part
in various sales promotion activities to help increase sales at their
outlets.

d) Sponsorships:

Barista sponsors various events and festivals, which provides

them valuable
promotion directed at strategic markets. The sponsorships are
mainly in kind,
although major events are sponsored in cash also.

e) Sales Promotion:

Barista uses a special “Barista Coffee Card” for its sales

promotion activities. The Barista Coffee Card entitles you to one
complimentary hot beverage when you are done sipping seven. It
is available to all Barista coffee regulars. No membership fees , no
references required. Fill out the card and you are a member. As a
Coffee Card holder, you earn one stamp on the card every time
you purchase a beverage. Simply present the card to the cashier
when you place your order at any of their outlets. Once you have
collected seven stamps, you can hand over the card to receive
your complimentary hot beverage. Barista hopes this card can
help drive sales growth, and increase customer retention

f) Collaborations:
Barista has entered into special collaborations and alliances with
various partners for co - marketing brands. For example, Barista
entered into a deal with Leo Mattel toys to provide the popular
board game Scrabble at every Barista outlet across the country
.This is an ideal alliance for both the organizations, because it
provides Leo Mattel with an important avenue for promoting their
product, and it provides Barista’s customers an added attraction
for spending more time at Barista outlets .Barista has also
entered into partnerships with various movies, for promotions
through Barista, and recently, they tied up with Star World for its
“Absolutely Everybody” campaign.

Place / Distribution Mix:

Every Barista outlet is owned by the company, and not franchised

out to anyone.
Barista can thus control and make quick changes to its entire
retail chain.Barista currently operates in over 120 outlets all over
the country, and at their current
rate, they are opening a new outlet approximately every 10 days.
They have a market presence in over 20 cities. Mumbai alone has
over 30 outlets, and the number of outlets in the city is increasing
at a phenomenal pace.Barista has a thumb rule for selecting cities
and locations for the distribution of outlets.

Location:

This is a prime factor in determining the success of a retail chain.

However,
Barista Coffee has adopted a top down approach, wherein they
first identify the cities and then decide on precise locations within
its limits .While Selecting a city Barista has devoted substantial
management time and effort in zeroing in on the cities where
they are now situated. The selection of the cities was based on
the following criteria.
 • Sizeable population of executives, students and families in
SEC A & Barista category.
• High disposable income with people looking for new vistas
in leisure and lifestyle oriented concepts.
• High level or organized retail activity.
• Rapid socio- economic development.
• Level of commercial importance (Industrial cities, state
capitals etc.)
• Number of educational establishments and opportunities
available for
employment.

On the basis of the above criteria, they had initially targeted cities
like Delhi,
Mumbai, Bangalore, Chennai and Hyderabad. Chandigarh and
Ludhiana were later added due to tie- ups with ‘Planet M’ and
‘Ebony’ to set up store-in- stores at their outlets.They are also
pursuing an equally aggressive international business expansion
strategy. They have over 50 overseas locations presently under
their consideration .They have already done their groundwork in
terms of getting brand and name registrations in over 30 of these
locations. To facilitate their global expansion, they plan to work
with strategic partners, who share the same vision of expanding
and promoting the brand worldwide. Currently they have opened
new outlets in Sri Lanka and Dubai as a part of their international
strategy.

CAFÉ COFFEE DAY

• Corporate Profile
It was in the golden soil of Chikmagalur that a traditional family
owned a few acres of coffee estates, which yielded rich coffee
beans. Soon Amalgamated Bean Coffee Trading Company
Limited, popularly known as Coffee Day was formed. With a rich
coffee growing tradition since 1875 behind it coupled with the
opportunity that arose with the deregulation of the coffee board
in the early nineties, Coffee Day began exporting coffee to the
connoisseurs across USA, Europe & Japan. In the calendar year
2000, Coffee Day exported more than 27000 tonnes of coffee
valued at US$ 60 m to these countries and, for the second time in
its short career of 7 years retained the position as the largest
coffee exporter of India. Coffee Day has a wide and professional
network in the major coffee growing areas of the country
comprising over 48 agents and 50 collecting depots. Coffee Day's
two curing works at Chikmagalur and Hassan cure over 70,000
tonnes of coffee per annum, the largest in the country.Coffee
Day has a well-equipped roasting unit catering to the specific
requirement of the consumers. The process is carried out under
the control of experienced personnel to meet highest quality
standards. The most modern technology available is used to
maintain consistency and roast the coffee beans to the
demanding specifications of the discerning coffee consumers.

Coffee Day Comprises of the following Sub Brands

Coffee Day - Fresh & Ground

Café Coffee Day
Coffee Day – Vending
Coffee Day - Xpress
Coffee Day – Exports
Coffee Day - Perfect
Café Coffee Day currently owns and operates 213 cafes in all
major cities in India. It is a part of India's largest coffee
conglomerate named Coffee Day, Rs. 200 crore ISO 9002
certified company. Coffee Day's most unique aspect is that it
grows the coffee it serves.Pioneers of the Café Concept in India
with the its first Café at Brigade Road, Bangalore in 1996. This
Café was opened as a Cyber Café (first of its kind) but later, with
the burst of cyber cafes it reverted to its core competency….
Coffee.Essentially a youth oriented brand with majority of its
customers falling in the 15-29 year age bracket .Each café,
depending upon its size attracts between 400 and 800 customers
daily.It is a place where customers come to rejuvenate
themselves and be themselves.

• Marketing Mix

Product Mix

Coffee Day's most unique aspect is that it grows the coffee it

serves in its cafes. Coffee Day has a well-equipped roasting unit
catering to the specific requirement of the consumers. The
process is carried out under the control of experienced personnel
to meet highest quality standards. The most modern technology
available is used to maintain consistency and roast the coffee
beans to the demanding specifications of the discerning coffee
consumers. The coffee beans are supplied to all the cafés from
Chikmagalur. The eatables at Café Coffee Day are catered by
different vendors: example: ice creams are catered by Cream
Bell, Milk by Amul and samosa’s by Patsiers Gallery.Café Coffee
Day also sells merchandise through its stores. 5 per cent of the
revenue comes from sale of merchandise. Café Coffee Day
product Mix constitutes a wide range of products that appeal
primarily to Indian coffee and snack lovers. products have a
decided Indian taste to it - be it food or coffee. Most of the
eatables have been adopted to meet the Indian taste buds like
samosa,biryani, masala sandwich, tikka sandwich etc. Thus they
have been trying to capture the Indian taste along with classic
coffee.The best selling item in summer is frappe, which is coffee
and ice cream blended together. The young people favor it. In
winter it is cappuccino. Their merchandising includes funky stuff
like t-shirts, caps etc.
Price Mix

Considering that Café Coffee Day knows its major customer lies in
the bracket of 15- 29, it has tried to derive a policy whereby it can
satisfy all its customers. The price for a cup of coffee ranges from
Rs.17 to Rs.54. From the time it first started its operations, there
has been only minor changes in the pricing policy of Café Coffee
Day. The changes have been more due to the government taxes
than any thing else.

Process

The order process at Café Coffee Day is based on self-service,

where the customer goes to the counter to place his order.
Whereas they have a flexible delivery process, where they wait
for some time for the customer to pick up the order but if the
customer takes too long then the order is delivered on his table.

People Mix

People at Café Coffee Day believe that “People are hired for what
they know but firedfor how they behave”. Motivation and personal
skill are laid emphasize upon.

Positioning Mix

Research shows that 37% of the customers are between 20 and

24years. 27% of the customers are between the age group of 25-
29 years. 60% of the customers who visit the café are male and
40% are female. 52% of customers who visit the cafes are
students.18% of the customers visit the cafes daily while another
44% visit weekly. Each café,depending upon its size attracts
between 500 and 800 customers daily, mainly between 4pm and
7 pm. Customers describe Café Coffee Day as the place they
frequent most after “home and workplace/college”. It is a place
where they meet friends and colleagues, in groups of 3 or more.
The prices here are perceived to be reasonable and it is a place
where customers come to rejuvenate themselves and be
themselves rather than a place to be “seen at” vis a vis other
cafes.

a) Logo, Colors, Images

Café Coffee Day has used bright red and green colors in its logo.
RED stands for
leadership and vitality. It also stands for passion (… for coffee).
The GREEN stroke harks back to their coffee growing heritage and
the coffee plantations that they own.Café is noticeably larger than
the rest of the text inside the logo box. This denotes that Café
Coffee Day pioneered the café concept in India way back in 1996.
Café Coffee Day would like to own the word “café” in the minds of
its
customers.

b)The Café Coffee Day Logo

When one thinks of a café it’s got to be Café Coffee Day. The font
used for “Café” is called SLURRY. The font looks as though the
letters have congealed out of a liquid. It gives the impression that
the word is still forming itself and evolving into something new
and something better constantly. This is the characteristic of Café
Coffee Day’s customers and this is the characteristic that the
brand too wants to adopt. The upward SWIRL inside the logo box
stands for the invigorating and uplifting nature of coffee and the
ambience at Café Coffee Day.

C)Décor & Architecture

Café Coffee Day had gone in for image change and revamping of
interiors in the last quarter of 2001. Café interiors have been
given a whole, new look. In a change from the largely wood and
granite based interiors, there is more of steel and lots more colour
now. The young colours of today, lime green, yellow, orange, and
purple predominate.
 D)Literature

The literature provided by Café Coffee Day is indicative of its

youthful image. The menus, posters, pamphlets are all designed
to attract young and young at heart. They also have their
magazine called as ‘Café Beat’, which is published monthly at
their Bangalore head office and distributed throughout the
branches.

e)Locations

Café Coffee Day looks to cater to their target market with

strategically located outlets.Their outlets are generally located in
High Street/ Family Entertainment Centers. Considering their
generic appeal, there are Barista outlets located in and around
Malls,Cinemas, Colleges, Offices, etc. This endorses their brand
image of a café that appeals to coffee lovers of all ages.

Café Coffee Day does not believe in mass media

promotions. But they are involved in all the areas
of serious consumer passion.

• Through television

Café Coffee Day held a contest around a very popular programme

on Zee English called Friends. All the six lead characters are
shown often visiting a coffee shop and a lot of youth like watching
the programme. That is why they had a contest running where
customers could win Friends' merchandise. The linkage was that it
is a youth based programme and it had a coffee house.
They have tied up with Channel [V]'s Get Gorgeous contest. The
reason being that a lot of their young consumers are interested in
careers. Modeling is a career that a lot of youngsters are
interested in and this was an excellent platform. They have also
done promotion for History Channel, where they have run
promotion for Hollywood Heroes. They had asked a few question
and a lucky winner won a trip to Hollywood.

• Ticket sales

Café Coffee Day is involved in ticket sales in quite a few events,

Enrique being one of them. They were involved in WWE, Elton
John, and Bryan Adams ticket sales. These acts are very much
appreciated by their consumers. It helps both the organizers as
well as Café Coffee Day. Organizers need to tell people where the
tickets are available and single Café Coffee Day logo says it all.
From CaféCoffee Day’s point of view, they always ask for a certain
amount of tickets around which they have a contest. Couples can
win ticket for free. This in turn raises the awareness level as cafe
staff approaches the consumers to inform them about the
contest. There is not a better publicity mechanism then the
person who is serving you telling you about the same.

• Association with movies

Café coffee day has been associated with a pool of movies to

broadcast it self .Its main intention is to increase the
visibility rate within the crowd who are a part of the
audiences.They have been a part of movies like :

 Bas Yun Hi
 Khakee
 Main Hoon Na
 Kyun Ho Gaya Na
 Mujhse Shaadi Karoge
 Lucky
 Socha Na Tha
 And a lot of Telegu & Tamil movies

• Sales Promotion

Café coffee day has been a very promising initiator than

campared to its competitors for sales promotion like:
 Giving away Gifts during occasions eg valentine day
 Offering Coupons
 Café Citizen card which allows regular members to avail
discounts upto 20% and become a member after a purchase
amount of upto 2000 rs
 Sugar free campaign which was mainly done to spread
awareness of staying healthy and fit by using the sugar free
sachets
 Discounts during festive times to members

CAFÉ MOCHA

• Café Mocha was started by a Mumbai based entrepreneur

Riyaz Amlani, who has a long experience in the hotels and
restaurants business. This store is strikingly different from
 others, they love being over-the-top and thus it’s a place
that either you love it too much or find it ummm.’Over the
top’. Studying the marketing Mix adopted by café mocha.
Owned by Impresario Entertainment & Hospitality Pvt. Ltd.
• Mocha opened its doors at Churchgate (Mumbai) in
December 2001
• 15 operational outlets across the country and its own central
kitchen
• Future plans for Singapore,Dubai and New York and
Chicago.
• To open as selective getaways, in places which have their
own magic.
• Mocha is inspired by the Quahveh Khannehs of Morocco and
Turkey

Product Mix:

• Bakery Products
• Cheese Sandwiches
• Egg Sandwiches and Platters
• Fruit and Juice
• Omelettes
• Pancakes and French Toast
• Panini
• Salad Entrees
• Wrap
• Deserts
• Smoothies
• Beverages

Price Mix:

The products at Café Mocha are moderately priced.

Process Mix:

No self service, only personalized service.

People Mix:

The people here are dressed in a very hip hop style.They

wear a very traditional morocco , Turkish , arabic colourful
outfit giving a feel so that customers feel they actually are
in an Arabic coffee house. The service is informal, casual,
and even laid back

Positioning Mix:

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’’.

Place Mix:

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

15 outlets all over india.

Promotion Mix:

MTV Splitsvilla - There is a tie-up under which customers

will get postcards from the show with every bill.

Musical talent hunt initiative by Fever FM in

Delhi
Flagging off the event at Café Mocha on November 16th was
Dhun, a young band that jammed with Mrigya, who recently
played at the Edinburgh Fringe Festival and the Dubai
International Festival.