Daily Brew THE COFFEE SHOP:

The Coffee Café industry is currently one of the biggest and fastest growing sectors in business.
The industry consists of a mix of individual cafés, hotel cafés and retail café chains.

Individual Cafés:
The main bulk of revenue is earned by small, individual cafés, run mostly by families and
friends. It is a relatively unorganized sector. There are millions of such cafés around the world,
and they provide customers with a homely, casual experience.

The bulk of these cafés are mainly in Europe, where every little town or village has local cafés,
where people gather together for a conversation over coffee, or just to be alone with their
thoughts.

Hotel Cafés:
Ever since the popularization of coffee, hotels all over the world started opening 24-hour coffee
shops where visitors to the hotel could walk in for a cup of coffee and some food at any time.

These coffeehouses are extremely important, because they provide international visitors to the
hotel with a universal drink- coffee. Any customer can walk into any major hotel in the world,
and enter the coffeehouse, and know what to expect. These cafés are not really major players in
the coffee café industry, but rather provide supplementary services to the hotel industry.

Retail Café Chains:

The last, and the most organized sector in the coffee café industry, is the retail café chain. Off
late, these chains have become extremely popular and are growing at an ever-increasing pace.
These retail chains have work with an organized structure of man, material and money. The work
on developing a recognized brand consistent to all their outlets, which customers can easily
relate to, wherever they go. They provide customers with a standardized level of service and
quality at each of their outlets.
Cafe culture is the latest trend to take the nation by storm. It joined the race simultaneous with
the satellite culture. Although not as big, the culture has nonetheless caught on the consumer
fancy and has spawned quite a few coffee chains.

Daily Brew the Coffee Shop is a comfortable place to spend time with friends, family, strangers,
the girl next door, her neighbour's aunt, well, just about anyone. And even if you drop by alone,
we have some of the finest beverages to keep you company.

To begin with, there's the Daily Brew House Blend - our signature blend of coffee and select
international coffees from some of the most noted coffee growing regions of the world. Followed
by an extensive list of steaming hot espressos, cappuccinos and lattes made from the finest
Arabica beans.

To cool things down, we have fruit smoothies and chilled granitas in tropical flavours. And
finally, a refreshing range of cold and frozen coffees that will make anyone who tries them return
for more.

Introducing a coffee culture in a country like India which is largely dominated by tea drinkers is
not exactly everyone's cup of tea. But Daily Brew the Coffee Shop Company’s ambitious plan
is to do just that - to make the coffee experience as ubiquitous as the daily cup of chai.

Proliferating the Indian café market, Daily Brew Company Limited's aim is to open a new 9
outlet across the city and spreading a coffee culture reminiscent of old Italian coffee houses.

It would be simplistic to dismiss the café experience today with that of the days of yore; crumbly
biscuits and cutting chai replaced by a wide array of biscottis and paninis with aromatic coffee.
For Daily Brew, luring coffee drinkers with exotic blends and an option of something to munch
on outside the trappings of a five star and within the confines of a warm, informal ambience
worked like magic.
Brand Image:

Daily Brew is positioning itself as a brand for anyone who loves coffee. The products, services
and outlets would be more like the traditional European cafés, where people would meet for the
love of coffee, and for an intellectual appealing time. We position our self as outlets as a place
“where the world meets”, both male and female, who are waited on by friendly and informed
staff, and are offered the best made coffee, hot or cold, beverages and food in an invigorating
ambience. It is urban youngsters favorite “hangout”. Its customers are mostly young college
students and young professionals. It is for those who are young or young at heart.

Marketing Strategy:

In the morning the Coffee Shop will offer coffee, cappuccino, and breakfast muffins and an
assortment of pastries to the people in the morning, 65% who are professional. After 9:30 A.M.
the coffee house will strive to become a meeting place for various community groups,
organizations, associations, and a place for college students to meet after classes. The coffee
shop will have a part time program director who will work with the various groups to help
facilitate community meetings and set up interesting forums and discussion groups, and to
provide other entertainment for the college students.

The key to the coffee shop is the merchandising and taste of its specialty drinks, which involves
having the right coffeemaker and coffee, and people who understand the art of making good
coffee.

We have suggested that the coffee shop should purchased a high-end cappuccino coffeemaker
that has a shiny copper and bronze exterior that can be set out in a separate station to attract
interest to specialty coffees. Two employees along with the manager were trained in the proper
technique of making specialty coffee drinks.

We can work with the part time program and sales director with finding groups and creating
groups that will hold meetings in the coffee shop. A discount was offered to any group or
individual who would bring in groups. We will be creating a web site explaining what the coffee
shop has to offer, and what meetings are taking place and how they can attend these meetings.
The coffee shop will send out coupons to groups offering a 25-percent-off discount.

We can bring a list from a list broker of organizations, associations, and local community groups
in the area. We can write solicitation letters to them explaining what services the coffee shop had
to offer. We will be creating online discussion groups that would involve potential clients for the
coffee shop. Articles can be written for on line publication for the organizations, associations,
and local community groups that held meetings at the coffee shop. These articles contained links
to the web site for the coffee shop that would list the upcoming events and discussions that
would be held at the coffee shop. Print ads were also taken out in a small local publication that
the targeted market reads.
Creative Brief:

Products:
Daily Brew’s product mix constitutes a wide range of products that appeal primarily to
traditional coffee lovers. The products themselves are traditional products with traditional names.
Food items like croissant, pastas, and sandwiches are complimentary to their coffee, and project
a very classic image of Daily Brew. The merchandising also consists of primarily coffee related
products like coffee beans, coffee machines, etc.

Prices:
Considering that Daily Brew 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 Daily Brew’s current consumer profile
is quite young, their prices are mostly inexpensive, and low as par with their competitors.

People:
The people at Daily Brew would be 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.
Target Audience:

A typical Cafe Coffee Day consumer, demographically, would be male or female between 15-50
years of age, belonging to middle or upper middle class. About 40 per cent or more are female.

But according to us, the typical consumers at our cafe is young or young at heart. Any body who
is youthful, be it in terms of age or outlook, would like to hangout at a Daily Brew because of
kind of ambiance that we offer. We are about juke boxes, good and affordable coffee and food
and an informal atmosphere. The brand fit is with youth or young at heart.

Advertising Objective

The advertising has to create the perception in the consumer’s mind that Daily Brew, as a
company is a maker of quality Coffee at Lower price that ensure an enjoyable experience. At
present, Daily Brew is going to be a new entry in the Market. The advertising is more of towards
younger generation, college students, office executives, professionals, etc. As of now the media
vehicles will be non-electronic, like magazines, hoardings, print, posters, banners, etc.

Daily Brew , we aspire for quality, character and excellence in all we do.

Product ~ We aim to serve the best quality and most interesting varieties of coffees, teas,
espresso drinks and accompaniments at all times to everyone.

Service ~ We strive to treat our customers respectfully as our guests; we intend to offer all who
walk through our doors service that is prompt yet efficient, friendly, and relaxed.

Atmosphere ~ We endeavor to provide a pleasant, welcoming environment; we will maintain a

clean and attractive coffee house at all times.

Work Environment ~ We want Daily Brew to be a great place to work. We aim to create a
positive, respectful workplace and to empower our staff to be themselves and to achieve their
fullest potential.
Survey Report:

A survey was conducted, consisting of a sample of randomly selected people, in the age
group of 18-35. This survey aims to find out how to Market a new Coffee shop as per target
audience, their needs & preferences.

As per our Research it 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 tobe “seen at” vis a vis other cafes.
On an average people like to spent around 150 rupees in a day in the Coffee shops. Most of the
people don’t want changes in their old coffee, but there are the people who wants to experiment
and are willing to see the new flavours in their coffee. As per the survey there are lot of people
who consume coffee but don’t go to coffee shop, but if they will get a place which have good
ambience, excellent service and really quality coffee with affordable rates so they would love to
check it out.
Churchgate
Andheri
Bombay
Kemps
Bandra
Juhu
Mindspce
Mulund
Vashi
Centre
Corner
Speciality:

Cold Coffee:

Simply put, Daily Brew Coffee House makes the best iced coffee in the world. We cold-brew a
special varietal coffee to create a drink that is rich, sweet and full-bodied, without the bitterness
that comes from traditional hot brewing methods. The process is time-consuming and uses twice
as much coffee as regular brewed coffee; the result is a beverage that is meant to be enjoyed
cold. Our cold-brewed coffee is also used as the base for our Mocha Slide, a delicious, frozen
blend of coffee, chocolate, milk and cream made to order.

Tea:

We offer over 25 varieties of fine loose leaf teas from around the world. Our black teas, greens,
oolongs and many herbals are specially selected for quality and freshness from the most notable
tea purveyors. Enjoy a pot here or purchase any of our loose leaf teas to try at home.

Special Drinks:
Daily Brew has more than just coffees and teas. No matter what the season, we have just the
thing to satisfy your thirst. Our Chai is homemade using Assam tea, ginger, spices and honey
then made to order with your choice of milk or soy. Cranberry Cooler is a refreshing blend of
cranberry juice and iced tea. Our hot chocolate is made with fine Dutch cocoa, sugar and milk.
And in the summer we have a variety of iced teas made here. Our selection changes seasonally;
please come in and check our current offerings.

ESPRESSO

Daily Brew Coffee House is committed to making the finest espresso, cappuccino and latte
beverages possible. Our staff is trained according to Specialty Coffee Association of India, and
we constantly monitor our espresso equipment to ensure quality. Daily Brew training includes
Coffee Classes. We use a unique blend of coffee roasted just enough to bring out the natural
richness of the espresso without tasting burnt. Finally, we pay attention to every drink to make
sure you get the best espresso