A

PROJECT REPORT
ON
MARKETING SPECIALIZATION
TOPIC: BRANDING OF CAFÉ MOCHA

SUBMITTED TO
UNIVERSITY OF PUNE

IN PARTIAL FULLFILLMENT OF THE DEGREE OF BACHELOR OF

BUSINESS ADMINISTRATION

BY:
NAME: VISHAL R. JAIN
ROLL NO: 39
SEM: VI
UNDER THE GUIDANCE OF
PROF.PINKY AGARWAL (COORDINATOR)
&
PROF.YAMINI MATHUR
NESS WADIA COLLEGE OF COMMERCE
PUNE 411001
2010-2011

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 Modern Education Society’s
NESS WADIA COLLEGE OF COMMERCE
19, Prin. V.K. Joag Path, Pune- 411001
Tel: 26167024

Certificate of project completion

This is to certify that the project-work titled

BRANDING OF CAFÉ MOCHA

Has been completed satisfactorily in partial fulfillment of

B.B.A (SEM VI) course of the University of Pune for the
academic year 2010-2011 by the following student of “Ness
Wadia College of Commerce”, Pune.

Mr. /Miss. : ________________________

Place : Pune
Date : _____________

Principal Project Guide Coordinator External

Dr. M.M. Andar Prof. Yamini.Mathur Prof. Pinky Agarwal examiner

ACKNOWLEDGEMENT

I owe a great many thanks to great many people who

helped and supported me during writing of this book. My
deepest thank to lecturer, Mrs.Yamini Mathur, the
guide of the project for guiding and correcting various
documents of mine with attention and care. She has taken
pain to go through the project and make necessary
correction as and when needed. I express my sincere
thanks to the principal, Dr. M.M. Andar for extending
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his support. I would also thank my institution and my
faculty members without whom this project would have
been a distant reality. I also extend my heartfelt thanks to
my family and well wishers. And special thanks to our
coordinator, Prof. Pinky. Agarwal.

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 TABLE OF CONTENTS
SR.NO. TOPIC PAGE NO.

1. Introduction to Branding 5

2. Aims & Objectives 10

3. Introduction to Hospitality 12
Sector in India
4. About Café Mocha 15

5. Market Analysis 29

6. Marketing Strategy of Café 33

Mocha
7. Branding of Mocha 44

8. Advertising & Media 48

9. Awards & Achievements 51

10 Future Plans 53

11 Conclusion 55

12 Bibliography 58

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 CHAPTER 1

INTRODUCTION TO BRANDING

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 WHAT IS BRANDING?

The American Marketing Association (AMA) defines

a brand as a "name, term, sign, symbol or design, or a
combination of them intended to identify the goods and
services of one seller or group of sellers and to
differentiate them from those of other sellers”.

Choosing a brand name for a product is

important from a promotional perspective because
brand names communicate attributes and meaning.
Marketers search for brand names that can communicate
product concepts and help position the product in
customers’ minds. Names such as Safeguard (soap), I
6
Can’t Believe It’s Not Butter! (Margarine), Easy-Off
(oven cleaner), Arrid (antiperspirant), and Spic and Span
(floor Cleaner) all clearly communicate the benefits of
using these products and at the same time create images
extending beyond the names themselves. One important
role of advertising in respect to branding strategies is
creating and maintaining brand equity, which can be
thought of as an intangible asset of added value or
goodwill that results from the favorable image,
impressions of differentiation, and/or the strength of
consumer attachment to a company name, brand name,
or trademark. Brand equity allows a brand to earn greater
sales volume and/or higher margins than it could without
the name, providing the company with a competitive
advantage. The strong equity position a company and/or
its brand enjoys, is often reinforced through advertising.
For example, Rado watches command a premium price
because of their high quality as well as the strong brand
equity they have developed through advertising.

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 COMPONENTS OF BRANDING
The six vital components of branding are as follows:
1) Brand identity
Brand identity is how brand strategists want the brand to
be perceived. It is a set of unique brand associations that
represent what the brand stands for. These associations
imply a promise to customers from organization
members. Brand identity should help establish a
relationship between the brand and the customer by
generating a value proposition involving functional,
emotional or self expressive benefits.
2) Brand image
Brand image is a key component in the formation of a
clear and recognizable brand identity in the market.
Brand image is related to how the brand is currently
perceived by consumers. In other words what is the
reputation of the brand in the market place.
3) Brand character
Brand character is related to its internal constitution, how
it is perceived in terms of integrity, trustworthiness and
honesty. This is also related with the promise of the
brand to deliver the experience associated with its name.
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4) Brand culture
Brand culture is about the system of values that surround
a brand much like the cultural aspects of a people or a
country.
5) Brand personality
Brand personality is the set of human characteristics that
are associated with the brand. It includes such
characteristics as gender, age, socioeconomic class, as
well as human personality traits such as warmth and
sentimentality.
6) Brand essence (brand soul)
Brand essence represents the emotional elements and
values of the brand. Essence should be part of a long
term positioning that does not change with every
communication.

Chapter 2
Aims & Objectives

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Primary Aims & Objectives:

The main aim of this project is to study how Café Mocha

has emerged as one of the leading cafes in India & how
is it different from its competitors.

Secondary Aims & Objectives:

• To understand the Indian Hospitality sector.
• To know the history of Café Mocha.
• To know the competitors of Café Mocha.
• To know the Market Analysis of Café Mocha.

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 • To know the advertising & media plan of Café
Mocha.
• To know the Marketing Strategy of Café Mocha.
• To know how Branding of Café Mocha is done.

CHAPTER 3
Introduction to Hospitality Sector in India

The hospitality sector includes all businesses that provide

food, beverages, and/or accommodation services. This

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includes: restaurants; pubs, bars and clubs; hotels;
contract catering; hospitality services.
Food culture in India is as complex as the tapestry of its
heritage. The diverse culinary rituals, wide range of
cuisines and the varied cooking techniques make for
layer upon layer of an overwhelming yet enriching
experience. No holiday is complete without good food
and India makes sure it offers a wide selection.
Growth of restaurants in the country has put on the table
not only diverse local flavours but a huge variety of
international cuisines. Indian food choices are a
gastronomical delight with each region offering its
signature cuisine. "Eating out today is considered an
experience; it has always been a way of life for Indians.
It is a way of socialising in the community where people
meet new people in a preordained ambience, while
savouring decadent delicacies.
In the current times, restaurants have taken over the task
for social gatherings, offering novelty and convenience at
the same time. Independent outlets therefore continue to
dominate the industry in India. There are a total of 1.5
million eating outlets in India and the number is expected
to grow very rapidly in the near future," says Samir
Kuckreja, president, National Restaurant Association of
India (NRAI)and CEO and managing director, Nirula's.
The growth of the tourism industry has also been a
positive factor behind the growth of restaurants in India.
An increasing number of foreign tourists prefer going
stand alone restaurants. This was reiterated by M.D.
Kapoor, secretary general, Federation of Hotel and
Restaurant Associations of India (FHRAI), who says, "It
is evident from statistics released by the Ministry of
Tourism that there is an increase of foreign tourist

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arrivals which was 6.06 lakh in November 2010 as
opposed to 5.28 lakh in November 2009 and 5.32 lakh in
November 2008. A 14.7 per cent increase has been noted
between November 2010 and same period a year before.
Foreigners enjoy the local and authentic traditional food
and as a result they can be credited to the tremendous
increase in the number of eating joints, restaurants and
fast food centres at prime locations throughout the
country." If this impetus continues to be, more
restaurants are expected to mushroom across the country,
even in the small towns.

Chapter 4
About Café Mocha

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History of Café Mocha:
When Mocha opened its doors at Churchgate (Mumbai)
in December 2001 it was a small and homely coffee
shop. Right outside Berry’s restaurant, the first Mocha
boasted an eclectic Indo-Tibetan theme and fresh worldly
coffee. Time went by and the people came and coffee
brewed. When the tables fell short but the coffee didn’t
we took it as a sign. It was time to grow. By August 2002
Mocha had extended to the entire premises of Berry’s
restaurant and by December of the same year, Mocha
Bandra was christened.
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Soon Mumbai’s biggest Mocha opened at Juhu with a
flamboyant Polynesian and Mediterranean look. Our
small and homely coffee shop had already come a long
way. By now it was time to introduce Delhi to the Mocha
experience. And so we cut the ribbon at GK-1 in May
2004 and Delhi had its own cozy Mocha with its unique
Neo Middle Eastern Lounge theme.
If things were moving fast, they just got a lot faster.
Word about our coffee shop spread from lip to lip and
city to city. The next flavour of Mocha surfaced in
Powai, stunning its customers with its rich influences
from Africa and its mesmerizing Japanese lanterns.
Some things just didn’t make sense at Mocha but to us
that was the idea. The thing about Mocha was the coffee
shop itself. It was never designed to be a cut-and-paste
format where every outlet would look the same. Go to
two Mochas and you’ll find them absolutely different.
That’s what brought people to our tables. That every
coffee shop was vibrant, different and full of surprises!
Powai was followed by Ahmedabad in 2005 with its Thai
bungalow design and tapestry. The Mulund Mocha
revealed how a French café theme with a hint of baroque
could sweep people off their feet. If all this wasn’t
stunning enough Mocha’s Chennai outlet hit the
spotlight. The largest Mocha in India with 10000 sq. feet
and an entirely different look and feel from other Mochas
made other coffee shops feel like vending machines.
Next it was Hyderabad’s turn to smile at Mocha’s new
creation. With a sprawling 8000 sq. feet in Banjara hills
the new Mocha was styled out of the home of a former

15
nawab. It’s every room dazzled with a different theme
and was subtly punctuated by its antique colonial
furniture.
Jaipur got its own Mocha in March 2006 with rich Rajput
motifs and royal tapestries. Finally the student town of
Pune got a touch of Mocha cool in August 2006 with its
very own and fresh Moroccan feel, followed by Mocha
Lokhandwala and Mocha Chandigarh in February in
2007. Later in the year, Lavelle Road in Bangalore and
Defence Colony in Delhi followed suit.
2009 saw a different side of Mocha with the launches of
Mocha Mojo (Bandra, Mumbai) – a hippie departure
from the conventional Mocha format, Mocha Mojo
(Chennai) – an energetic and vibrant space consisting of
electric blues, mystic reds and olive greens, Mocha
ArtHouse (Delhi) – a multi-level experience fusing
contemporary art, eclectic culture and wholesome food
and Mocha Bakery (NSCI, Mumbai) – a little bakery
where Mocha signatures are served in an environment
which has a simple touch of a boulangerie.
In early 2010, Mocha brewed a new cafe in Greater
Kailash (Delhi) with a unique menu and a Mediterranean
look to it. After gathering a legion of loyal patrons across
India, Mocha then opened its gates in Kolkata in July
2010 with a 4000 sq. ft. café filled with drama, mayhem
and comfort all in one place.

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With 19 operational outlets across the country and our
own central kitchen, Mocha stands for the coolest coffee
shop in the country with its own sense of style. It has
proven that a coffee shop chain doesn’t need to look like
the cubicles in an office. Every shop can have its own
wild and intense flavour. Everything from a wall to a cup
can have its own sense of expression and identity. That
diversity and variety in every outlet enriches rather than
confuses. And makes it a coffee shop people love to visit
once more.

Mission, Vision & Values :

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Mission:

To be the best café chain in the country by offering a

world class experience of “Coffees & Conversations.”

Vision:

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The future has big plans for our small coffee shop. We’d
like to take the Mocha experience to the world. As the
clouds in our dreams part we see a ‘Mocha’ in
Singapore, one in Dubai and even a couple in New York
and Chicago. But we don’t see it as a ravenous chain of
coffee shops but rather as selective getaways. In places
which have their own magic where Mocha will bring its
own.
We really believe that Mocha is a journey. It is an
exciting journey that’s just begun. And a long way before
we ride off into the sunset with ‘The End’ painted on the
canvas.

Values:

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 ➢ Leadership – The courage to shape a better future.
➢ Quality – What we do, we do well!
➢ Passion – Committed in heart & mind.

Branches of Mocha :

MUMBAI:

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 1) Churchgate
2) Juhu
3) Powai
4) Mulund
5) Lokhandwala
6) Bandra (Mocha Mojo)
7) NSCI (Mocha Bakery)

Hyderabad

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 8) Banjara Hills

Chennai

9) Adyar (Mocha Mojo)

Pune

10)Mocha – Law College Road

11) Mocha – Koregaon Park

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Bengaluru

12) Mocha – Kormangala

13) Mocha – Lavelle Road

Delhi (NCR)

14) Defence Colony

15) Greater Kailash 1

16) Vasant Kunj (Mocha ArtHouse)

17)Gurgaon

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Kolkata

18)AJC Bose Road

Jaipur

19) Malviya Nagar

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Target Audience:
Café Mocha is to be spotted for the young and in-crowd,
so much so that you will always see crowds milling
outside waiting for their chance at "coffee and
conversation’’. Mocha, usually targets in attracting the
young, energetic crowd that may include young
professionals, college students, others, etc. Mocha simply
tries to induce the audience with their home made quality
of coffees, a better environment (usually Casual or
informal), alongside having a quotation :
“ Its time for a 30 Minutes Vacation”
“ Life can wait “

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 Chapter 5
Market Analysis

• Competitors Analysis:
Mocha, being into this field, has a lot of
competitors. The Market Share of various
brands are as following:
1) Mocha – 19 Outlets
2) Café Coffee Day – 620 Outlets
3) Barista – 200 Outlets
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4) Java Green – 75 Outlets

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SWOT Analysis:

Strengths –
• Strong Brand Image
• Excellent Human Resource

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 • Ambience & Décor
• A base of expansion & growth

Weaknesses –
• Average Taste & Quality of Products
• Perceived as an expensive brand
• Inconvenient delivery Process

Opportunities –
• Strong Brand recall
• Pricing
• Presence of outlets in prime locations.

Threats –
• Coffee Substitute
• Rise in the cost of coffees & dairy products
• Competition from national players

Chapter 6
Marketing Strategy of Mocha

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Product:
Café mocha has been selective for its cuisines & so, it
has a unique menu. Mocha, offers various different

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Multi Cuisine dishes selected from all over the world.
Their menu card comprises of the following:

• Coffees:

Mocha provides a wide range of Coffees such as

Irish Coffee, Egyptian Coffee, Café Latte,
Cappuccino, etc. The best coffee out here is “The
Mocha Mug”. Café Mocha on its own has a
distinctive taste for its coffees. As said, Mocha does
not only focus on coffees, but on Coffees &
Conversations.

Café Mocha has always been famous for their

unbelieveably delicious coffees as well as the
‘Lounge’ music played, all over.

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• Shakes:

At Mocha, they provide a huge variety of Thick

Shakes, some of which are, Kit-Kat Shake, Brownie
Shake, Oreo-cookie Shake, Cold Coffee, After 8
Shake, etc.
The Thick Shakes at Café Mocha does not allow
you to forget the taste & makes sure that for each
customer it is a beautiful experience to try their
Shakes.

• Coolers:

Coolers at Mocha are very selective too. Some of

their Coolers are, Berry Blast, Kiwi Blast, Country

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 Lemonade, Long Island Iced Tea, Pink Lemonade,
Peach/Lemon Iced Tea, etc.

• Teas:

Teas at Mocha, are called in the Indian style, “Chai”

There are various different kinds of the so called
‘Chai’ such as Irish Tea, Cutting Chai, Masala Chai,
Herbal Chai, Irani Chai, Black Tea, etc.
The tea in various diferent tastes makes it an un-
resistable experience for the visitor.

• All Day Breakfast & Food:

Breakfast at Mocha, is quite unique in its own. It

has a huge variety with a huge variation in taste.

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 Some of their special dishes are, Bun Maska chai,
African Omelette, Spanish Omelette, Hash-Brown
Omlette, etc. It is available all day though being in
the breakfast menu.

Food, here at mocha is amazingly delecious, again, with

a huge variety, like The Tapas, The Crepes, The Panini`s,
The Fondues, The Crustini`s, etc. with various different
dishes in the same.

• Sheesha`s:

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Mocha serves their customers with various mixes of
their flavours for Sheesha`s (Hookah). This is
another reason for the customers to forget their
worries & chill out for a while.

Price:

35
 Here at Mocha, there is a huge range of food &
beverages where the cost also has a distinctive
range. The pricing for the products are
comparatively higher & expensive. For example, the
coffees here start from a range of Rs 80 – Rs 240,
the breakfast menu ranges from Rs 110 – Rs 290,
the food menu that ranges from Rs 180 – Rs 550 &
Sheesha Prices range from Rs 350 – Rs 475.

Place:

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The Location, always plays an important role for a
Business & here at Mocha, this is always kept in mind.
Mocha, is not just a café, but is a place to be. Hence,
Mocha is a place, which is mostly located in the most
happening locations of the city. As said, Mocha mainly
targets on the young/college crowd, it is much obvious
that this café is placed in a locality, very close to the
institutes, etc.

Promotion:

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They do their promotion immediately. The make use of
the system of Combo Meals, Discount Offers to loyal
customers, Memberships to the customers who are loyal,
Offer of the day, Complimentary Beverage on Sheesha,
live Telecast of certain events such as Cricket Matches or
Fifa Matches, etc.
Café Mocha performs on the spot promotion by keeping
certain pamhplets on the table itself for the visitors to
view the specific offers or certain offers to try out the
new products.

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Also, to promote themselves, Café Mocha offers their
customers to purchase the lavish elements of the
ambience which includes the Sofa`s, the Chairs, the
Couches, the Lamps, etc. all with a price tag on it. People
can hence purchase the things with their own likes.
Café Mocha has its own Biker`s Club at Delhi where the
members do meet once in every 2 weeks & also the plan
for special roadtrips. Hence, Café Mocha is a lot more
than just an experience.

Chapter 7
Branding of Mocha

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Cafés all over India sell a huge variety of fast food &
coffee, etc. but these are generally sold under a variety of
Brands. For example, Café Coffee Day, Barista, Coffee
Jar, etc. but it is Café Mocha that outstands other cafes in
the country. The journey of Mocha started in December
2001, & now, it is one of the best Cafes in India. The
quality provided makes this café special as it challenges
the taste buds of the consumer & nobody can resist its
taste. And now Mocha has been doing this since 10 years
& there is no one to question its quality challenge.
Because of this they expanded their business in the form
of branches, all over the country mainly in the Metro &
Cosmopolitan cities. Since then, their popularity
increased, not only for the quality, but also for the kind
of service one gains, being a customer for Mocha.

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Branding Prism:
PHYSICAL PERSONALITY
ATTRIBUTES

Great Ambience It attracts Indian as well as

&infrastructure Foreign Customers.
RELATION CULTURAL VALUE

Quality Product & Indian as well as Foreign

Expensive
PROJECT IMAGE SELF IMAGE

To Serve good quality of Great Quality Image

products with reliability &
trust.

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42
 Chapter 8
Advertising & Media

Café Mocha advertises only in the following three

mediums: Print Media, Internet & Outdoors. Café Mocha
does not believe in hardcore advertising which includes
Television Advertisements or Newspaper
advertisements, etc. Café Mocha, in the name itself is a
brand.

Advertising strategies:
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Following are the advertising & media strategies:
• Print Media – Cafe Mocha advertises in magazines

(like the Lifestyle magazines). They also advertise

in the form of Mood Cards which are exclusively
available at Café Mocha, which are printed with
smiley`s which can be gifted.
• Internet – Café Mocha does advertise on the

Internet on various websites. For instance, they do

advertise on the social networking sites such as
Facebook or Orkut. Also, Indian version of the
Music channel, MTV, contain the advertisement by
Café Mocha on their website. Café Mocha is
certified by the website “burrp.com” where many
people visit so often & so the brand is advertised.
Also, various other websites which offer
information about the most popular restaurants in
the particular city, view the advertisement placed by
Café Mocha.

• Outdoors: Café Mocha does advertise in a way by

catering at various international events &
happenings. For example, Café mocha catered at the
event in Pune where the International Artist, Flo-
Rida had performed. In outdoors, Café Mocha
provides with its very own menu which may include
selective items from the menu, with a touch of the
Sheesha`s or Hookah`s.

44
 Chapter 9
Awards & Achievements

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Cafe Mocha is not just a place where people visit only
for special happenings. In fact, Café Mocha is at a stage
where you see people being regular visitors. They induce
the customers themselves & thus serves them in such a
manner that they have to come again & again.
Café Mocha is registered with the website “burrp.com”
which provides information to its viewers of the most
popular restaurants, hotels, cinema theatres, etc. of a
particular selected city. This site provides the
information of the level of a particular Restaurant in the
form of Stars (Café Mocha on burrp.com is rated 4.5
Stars).

46
Café Mocha is awarded as ‘The Best Restaurant’ in Pune
city by The Times Awards conducted by The Times of
India. The Times Awards provides certificates to the
respective restaurants, of which, The Best Restaurant
Award is mounted on the wall of the café.

Chapter 10
Future Plans

47
Cafe Mocha has received a remarkable response from the
people & hence has encouraged this brand to not only
expand, but also go global.
Café Mocha plans to open their outlets in prominent
areas of Singapore, Dubai, New York & Chicago.
Café Mocha also plans to expand its roots in India in
upcoming cities like Kanpur, Lucknow, Noida,
Coimbatore, etc.

48
Chapter 11

49
 Conclusion

CONCLUSION

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Café Mocha is a fast growing company, It believes in
purity & quality of their products that they serve it to the
customer, but they are lacking in one thing from their
competitor, which is advertisement. They should work
on their advertisement strategies. On the other hand, the
competitors are doing great advertisement.

Café Mocha is a brand about luxurious ambience &

quality in food & beverages. People do have a
conception that Café Mocha is for only the high class
people, but Mocha has its own menu in all range. Café
Mocha should get closer to the customer so that they can
know their quality standards as well as the best of their
ambience. Café Mocha has a huge variety of products,
but they are mainly focused on their coffees. The
Branches of Café Mocha are few in numbers (19 cafes all
over India) but still their quality being uniform all over,
they have developed a very strong brand image. Café
Mocha has developed this image in a short span of less
than 10 years. Also, this has encouraged this restaurant to
grow & expand their branches in almost all the
Metropolitan & Cosmopolitan cities in India as well as
beyond the Indian boundaries. Café Mocha just needs to
consider their advertisement strategies, by which they
can increase their current market strength.

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 Chapter 12
Bibliography

52
 • www.google.com

• www.12manage.com

• www.mocha.co.in

• www.wikipedia.com

• www.scribd.com

• www.mtvindia.com

These are some of the websites, which were

refered so as for all the above information &
content.

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