Chit-Chat Tea Caf

Presented by Group 1

Group 1 Members
Deepti Anand Kanad Kale Rajesh Karia Vinayak Chauhan Gurtej Oshan Saurabh Dubey (066) (101) (102) (111) (116) (120)

Idea
Nationwide Tea Caf Retail Outlets Tea Culture in India

Tea + Chatting

Opportunity Evaluation
Market opportunity: Large size of customers Feasible solution: Technically feasible to open chain of Tea Caf and the proposed plan also suggests the same

Basis for sustainable competitive advantage: 3 Qs of services is advantage for us and varieties of tastes is POD

Opportunity Evaluation
Commercialization plan execution team: Technical, Managerial and People handling skills are required also recruitment process is very important

Mullins 7 Domain Model

Market Analysis
Macro Level
Overall Market Size : Almost every person has tea at least once in a day (85 crores) Market S Curve goes increasing and becomes saturated
Demographic, Socio-cultural & Economic aspects of Market

Market Analysis (Contd)

Micro Level
Benefits and Attractiveness to customers: Offers, Loyalty cards Growing Segments for the product: Population is growing , hence our targets will also grow automatically
Value provision : Ambiance, Value for cost & Psychological thinking

Industry Analysis : Porters 5 Forces

Threat of new entrants Is high because There are no entry barriers

Bargaining Power of Customers is High because of Various competitors

Competitive Rivalry is High due to Other brands and Local players

Bargaining Power of Suppliers is low because the suppliers Are rural milk producers

Threat of substitutes is high because of availability of Coffee & cold drinks

Industry Domain
Macro Level
Standard Industry Classification: Retail Outlet Big Industry Width for Tea Market
All Industry specifications covered in Executive summary

Industry Domain (Contd)

Micro Level
Attractive Industry : Not seasonal nor Cyclical New Industry structure if Tea Caf is opened
Less barriers : Economic, Technological Sustainable

Team Domain Aspirations

Motivation Propensity of Risk taking

Team Domain Execution Capability

Execution: Better, cheaper & Faster Critical success factors: Targets, Promotions, Cost structure for customers & Value for money

Team Domain Networks

Suppliers Customers

Distributors
Franchises Human Resource

Business Model Canvas

Key Resources
Real Estate Furniture

Engineering & Maintenance

Human Resource

Key Activities
Ownership of Real Estate

Following Government Regulations

Franchises Declaration if needed

Customer Management
Distribution Management Revenue Analysis Continuous Improvement

Key Suppliers
Raw Material: Various flavored Tea, Sugar, Milk & Milk Products Furniture Real Estate

Value Proposition
Taste Quality

Quantity
Quickness of Service Value for Money

Customer Relationship
Attractive Offers for new customers Retaining new customers: Loyalty cards Future Plans declaration and feedback system

Customer Segments
High class Customers : Tier 1 City Middle class Customers : Tier 2 City & Towns

Channels
Direct channel : Marketing Channel which moves goods directly from a producer to ultimate user Word of Mouth Direct Selling : Direct sales contract between producer and final user Partner Channels in our case

Cost Structure
Start Up Expense
4500000 4000000 3500000 3000000 2500000 2000000 1500000 1000000 500000 0 Cost of Raw Manpower Licenses Purchasing material & investment fees & shop other muncipal resources NOC

Expected Revenue
Expected Revenue
7000000 6000000 5000000 4000000 3000000 2000000 1000000

0
1st 2nd 3rd

Revenue Streams
Sales Franchises deposits : Optional, since not all outlets are franchises run Brokerage Long term Investments

Marketing Plan
Publish Ads in News Papers Marketing in local Bus stops & Railway Stations Online promotion through social networking sites Free discount coupons

Group discount offers

Stalls in trade fairs

Target Market
Students Office Goers

Business meetings
Formal and Informal Parties

Competitors
Caf Coffee Day McDonalds

Restaurants

Promotion
Advertisements : Video, FM Radio, News paper Promotion with help of pamphlets Public Relations : Word of Mouth, Social Networking sites Sponsoring Events Social Initiatives for various causes

SWOT Analysis
Strengths:
Target Population Persuasion is easy Quality

Weaknesses:
Competition Customers thought process for constant changes

Opportunities:
New market tapping New Product strategy Whole market is capture able

Threats:
New Entrants Employee drain

Organizational Structure
CEO

Marketing Head

Operations Head

Finance Head

Middle Level Managers

Workers and helpers

Time Frame

Human Resource Planning

Attractive packages Performance based promotions and incentives

Training & Personality Development

Job Description
Company Name Chit-Chat Tea Caf Profile - Marketing Head Responsibilities: Regular Market Research Feedback from customers Promotional Tactics Branding Customer Relations

Recruitment & Selection for Manpower

Manager Level Interns & PPO Campus Interviews Direct Recruitment Worker Level Hotel Management Interns Personal Contacts

Recruitment & Selection for Manpower

Developing selection criteria Advertising Short listing Application forms Interviewing Making out the decision

THANK YOU