Beyond Coffee is the maiden attempt by Hyderabad-based entrepreneurs who have created a boutique facility that blends the best of coffee seed brews and art in a tastefully done-up setting in the upmarket Jubilee Hills.
Its catchment area is the bustling IT hub of Hyderabad - the Hitec City and the neighbourhood. (Please click title to read more on this).
So what do you want? Premium pricing- or volume market share. I am really happy to see a new player segmenting the coffee drinking market and creating an outlet that caters to clearly a 'high end consumer'. Bravo.
Cafe Coffee Day/ Costa Coffee/ Barista- all started selling coffee in India on the Starbucks model- and now are all at each others throats- serving horrible coffee in joints that see no face-lifts for months on end....No wonder same outlets sales at these joints show little or no growth at all.
On a side note, we visited Caffe Pascucci in Bangalore and found the coffee truly exceptional ( well to our CCD and Barista destroyed taste buds!)
Its a critical but very basic step in marketing. STP- Segment the market, identify your target and position your brand. The brand that wants to be everything to everyone, ends up being nothing to anyone!
Labels
- marketing
- concept
- brand
- Indian economy
- celebrity marketing
- pricing
- short story
- politics
- advertising
- business
- retail
- analytics
- consumer segmentation
- logo discussion
- mobile phones
- organisational behavior
- short story for children
- CRM
- Telecom
- coffee market
- general
- inflation
- manufacturing
- prescriptive
- sales force management
Friday, 18 June 2010
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment