Segmenting the coffee market

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!