PRESENTED BY-

ABHISHEK SINGH
AKHIL MISHRA
AMIT RANJAN JHA
ANJANA KUMARI DWIVEDI
ANKUR SHRIVASTAVA
The term marketing mix was
coined in an article written by Neil
Borden called The Concept of the
Marketing Mix.

The marketer, E. Jerome McCarthy,
proposed a four Ps classification in
1960

Robert F. Lauterborn proposed a
four Cs classification in 1993


History
Marketing Mix
-Four Ps
Product- Customer /Consumer

Price- Customer cost

Place- Convenience

Promotion- Communication
Extended- Marketing Mix

The 7 Ps The 7 Cs
Organisation
Facing
Customer Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation
C850 : First known discovery of
coffee berries
1600 : Coffee enters to Europe
through the port of Venice
1654 : The first coffee house opens in
Italy
1750 : One of Europes first Coffee
house
1822 : Prototype of 1st espresso
machine is created in France
1908 : Invention of the worlds 1st
drip coffee maker
Feb, 2000: First Barista Lavazza at
Basant Lok, New Delhi
Coffee-story
Previously only a South-
Indian drink
Confined to the Rich Brahmin
class
Places for lawyers and
educated class to hold
discussions
The drink has now become
more of a concept
Caf bars have flocked
like CCD, Barista,
Mocha, Qwikys etc
Became famous and
even 5 star hotels started
cashing on it.
Coffee houses started
emerging at various
places
in the country
Marketing Scenario
Barista Corporate Profile
Has opened 100 outlets
countrywide over last
2 yrs
Marked its presence in Sri Lanka
and Dubai
too
Now targeting 22 international
outlets
including Bangladesh, Bahrain,
Qatar,
Oman and Kuwait
Marketing Mix
Pricing
10% higher than Competitors
Prices are lowest they have ever
been
High COGS because of Import duties
Process
Self Service

Positioning
Where the world meets
People
Well trained employees to be
polite pleasant and
positive
Consistent service at every outlet
Average age 22yrs
Ensure to have quiet, uninterrupted
visit
Uniforms are in sober shades of
brown and orange
Promotion
Sales Promotion
Physical Evidence
Logo, colors and images
Dcor and architecture
Literature

Place
Outlets located in strategic
locations
Generally located at High
Street/Family
entertainment centers', in and
around malls and
cinemas and offices
I may be young, But
please take me
Seriously

Youth between 15-35 yrs
Students form a majority of customer base
Likes to be in group
Likes to sit, talk and relax
Drinks a cup of Gourmet coffee with
added
flavors
Prefers snacks rather than meals
Advertising Situation
Caf Citizen Card
Association with movies
Contests with brands like levis,
Airtel Friends, Pep
Scooty, etc
Event Ticket sales like Enrique,
Bran Adams, Elton
John
Creative Strategy