ABOUT MOCHA

Owned by Impresario Entertainment and Hospitality Private Ltd (IEHPL) Inspired by Quahveh Khannehs of Morocco and Turkey Not just any coffee bar-Its all about the experience Meeting Ground for people of similar interests

HISTORY OF MOCHA
The first Mocha outlet opened at Churchgate - December 2001. Mocha Bandra, Juhu, Powai, Mulund and Lokhandwala Mocha Delhi-May 2004, followed by Ahmedabad in 2005. The largest Mocha in India is in Chennai Mocha Hyderabad, Jaipur, Pune, Chandigarh and Bangalore With 15 operational outlets across the country

FINANCIAL DETAILS
Monthly turnover of Rs 14-28 lakh per Mocha outlet. Average annual turnover of a Mocha outlet is Rs 2,40,00,000.

WHY MOCHA?
Social Coffee Drinking is an universal custom Speciality Coffees new trend worldwide USP of Mocha ambience Wide selection of coffees, hookah flavours and world cuisine Seen success in India

Internal Factors
Supply of Raw Materials & Resources Employees & Workforce

Funds for Expansion

Product Variety, New Recipes, Innovation

External Factors
Legal Factors Social & Cultural Factors

Political Climate
Approval of Authorities Economical Climate

Why Germany?
Germany: One of the highest Coffee consumer in the world Frankfurt: Financial Hub of Germany

Margins are higher in Specialty coffee market

No. of Coffee Outlets & Espresso Bars: Currently: 215 Potential: 1000-1500

Why Germany?
Coffee: Most popular beverage Consumers ready to experiment with Espresso, Cappuccino, Ice-coffee Market research studies reveals new trend in outdoor consumption: more young people regard coffee drinking as trendy and not old fashioned High growth rate especially due to young consumers

Why Austria?
Vienna: Financial Capital of Austria Vienna is considered the Coffee Capital of the World

Large no. of Universities & young population in Vienna

Resounding success of Starbucks Coffee 1 Coffeehouse for every 530 people Need to satisfy High Demand

Why Austria?
Integration with Culture: -Austrians drink 1,000 cups of coffee a year outside homes and offices - Cafs considered traditional meeting place -Culture of eating desserts with coffee -The trend of relaxing and smoking signifies a demand for Hookah

Vienna: Important Tourist & Cultural Destination of Austria

SWOT ANALYSIS

Strength
High quality Coffee bean. Professional coffee making technology. Speciality coffee which is not available in other coffeehouses Comfortable atmosphere World Cuisine and gourmet desserts available along with sheeshas

WEAKNESSES
The price of coffee may be higher than in other cafes since the coffee beans have to be imported. Takeaways are not a part of Mochas culture Non-smokers may be averse to going to Mocha due to hookah

GERMAN MARKET

OPPORTUNITIES
Sixth largest coffee demand in the world Fifth largest economy in the world and high consumer purchasing power Can cash in on large tourist crowd Experts believe that there is a potential of around 1000-1500 of these coffee places.

THREATS
Government policies can adversely affect the business High level of competition- Lavazza and Segafredo Loyal established clientele of existing coffeehouses Established competitors are familiar enough with the market to put up a strong fight with Mocha Market research and planning needs to be undertaken in order to source the raw materials from the host country

AUSTRIA MARKET

OPPORTUNITIES
Coffee houses are part of the Austrian culture Densest coffee market in the world Culture of eating desserts with coffee leading to high demand for pastries Relaxed lifestyle and large number of smokers (68% of total population) leading to high potential demand for hookah

THREATS
High level of existing competition- local coffeeshops & Starbucks Loyal regular clientele of current wellestablished coffee houses Market research and planning needs to be undertaken efficiently in order to source raw materials and other components from the host country.

S - Segmentation T - Targeting
P - Positioning

Segmentation
Income ( Low, middle, High )

Age Group (16-25, 26-55, 55+ )

Geography

Targeting
Age

Income

Positioning
Mocha will be a brand that will target many people and will set a different Image with different people in the minds of office goers it will be a place of refreshment where they will get a break from their hectic routine to sip on hot as well as warm coffee. In the minds of people who are college goers it will be an exotic Arabic destination with some happening music and never to forget the evergreen hookah. For foodies it will be a delightful place where all types of cuisines will be served where they can enjoy the everlasting tastes of many countries at just one spot. The first outlet of mocha will be set up at a place both near the deutch bank and the shopping hub for many of the college goers the place that we have chosen has a bank near it and also college so..

4 Ps: Product
WHATS ON THE MENU? Coffee- Regular, Specialty Tea Shakes & Juices Hookahs Eatables- Panini, Sandwiches, Wraps Desserts Coffee Mugs Coffee Powder Theme based outlet furniture

4 Ps: Product
Branding: Strategy of global branding Retain Mocha as Brand name New tagline- Kaffee & Konversationen (In German)

Packaging: Shape of Cups depend on Coffee type Glasses & Mugs for Ice-Coffees Bowls for Desserts

4 Ps: Product
Quality: Quality target: International Standards Stringent Control on sourcing of Diary Products, Veggies, Meat Import of Coffee Beans from all over the world Service: Special training to staff Serving staff & waiters to be able to serve both Foreign as well as Indian Customers

4 Ps: Product
USP: Exclusive Ambience of Mocha Different Themes of Outlets- Arabian, Jamaican, African, Indian, Thai, etc

4 Ps: Price
Pricing Strategy: Competitive Pricing Strategy Pricing Policy: Marketing Price Policy

Factors affecting the pricing of our Products: i. Price of Coffee beans ii. Variable price of logistics involved in Import of Coffee Beans iii. Competitors price iv. Taxation Structure in the overseas market v. Inflation Rate in the overseas market

4 Ps: Place (Distribution)

Channels of Distribution: Franchising Selling of products directly by Mocha outlets only Sourcing: Sourcing of Diary Products, Veggies, Meat from local markets Import of Coffee beans from all over the world Transportation: Road Transport for local supplies Ship or Air Transport for Coffee Beans Import

Warehousing: Raw materials are perishable Storage in Refrigerators & Cold storages

Market Entry Strategy

Franchising- Overall management and control will remain with the franchisor i.e. Mocha Risk of failure is minimized due to low investment Marketing strategy, Quality Assurance and Training of Employees are the responsibilities of the franchisor If a person wants to setup an outlet with mocha through franchising, it needs to fill the franchising form which is available on the mocha site. After filling the form it needs to be mailed on the mocha site. Profit Sharing on Percentage basis

4Ps: PROMOTION
Public Relations

Press Junket
Create excitement amongst the food & coffee lovers & the media Communicate to potential media through our franchisees A trip of the Mocha outlet thus briefing about its interiors various products including coffees, hookahs & desserts

4Ps: PROMOTION
ADVERTISEMENT Mocha advertisements in & around College areas & prominent areas of youngsters presence Advertisements in known fashion magazines for women

SALES PROMOTION Mocha van around prominent target areas giving free samples of coffee & hookah puffs to target customers In Austria pastries and newspaper complementary with the roasted coffees

4Ps: PROMOTION
Direct Marketing Web site, with details & Mocha style of the coffee shop. An email mailing list will be developed to send out details of upcoming events and specials, to the regular customers High profile bands to play at the venue during special events which shall attract large number of customers at our new venue.

Language barrier: Promotion of advertisements in both the countries in German language.