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营销essay论文:印度茶叶消费者及咖啡产业的崛起

时间:2016-01-06 10:22来源:www.ukassignment.org 作者:留学生作业网 点击:
Marketing Essays - Indian Consumers Tea
印度茶叶消费者及咖啡产业崛起


1)概要
 
印度消费者是一个非常有趣的实体而且如同他的国家一样成分混杂。城市消费者与印度农村和印度南部的消费者对比。在大都市的消费者不同于他的习惯模式。因此印度消费者很难理解和预测。
 茶和咖啡是印度最喜欢的饮品之一,虽然茶更有优势。然而近年来,虽然茶是一种最受人喜爱的饮品,但大多数的印度家庭开始丢掉他们对茶的热爱转而去享受咖啡了。一场五硝烟咖啡革命席卷了印度城市,咖啡厅的激增为印度开辟了一个新的市场。
 印度是世界上最大的茶叶出口国之一,也是全球最大的消费国之一。然而,喝咖啡已经越来越成为年轻人和印度人的一种观念。此外,咖啡厅,一个闻所未闻的概念,直到几年前突然成 为巨大的商业。咖啡慢慢地毫无质疑地替代了茶。

1) Executive Summary 概要
 
Indian consumers are a very interesting entity and are heterogeneous as the country itself. The urban consumer contrasts with rural and south Indian consumer with North Indian. Further still, the consumer in the metros militates with his usage and habit patterns. The Indian consumers are therefore very difficult to understand and very to predict.
 
Tea and Coffee are one of the favorite drinks in India though tea having edge. Though teas’ being favorite brew for a majority of Indians households is now losing its share to coffee in recent years. A quiet cafe revolution is sweeping urban India with the explosion of coffee lounges which has created a whole new market for coffee in Indian market.
 
India is one of the world's largest exporters of tea and one of its biggest consumers. However, it is coffee drinking which is increasingly becoming a statement of young and upwardly Indians. Moreover, coffee lounges, an unheard of concept until a couple of years ago, are suddenly big business. Coffee slowly but surely is substituting tea. There is been significant rise in the consumption of coffee. The specialty coffee movement has gained much of its momentum through the efforts mostly by traditional Coffee Houses and in recent chains by Barista and Café Coffee Day.
 
In India CAFÉ COFFEE DAY and BARISTA are the most popular brands and well-known cafés. The college crowd rates them as one of the coolest hangouts. These companies sell similar product but their positioning and target audience are very different from each other. These players not only sell coffee and new blend of tea (Ice tea) but also food and other merchandise items.
 
Despite of serving to different audience, these players compete with themselves for its own share of market. They try to differentiate themselves by the way of product or price or promotion. However, they are also facing the competition from the foreign players like Georgia, Starbucks, etc. It would be interesting to see how the companies differentiate and maintain their share in the market in future.
 
A) Origin—起源
 
A traditional family owned a few acres of coffee estates, which yielded the rich coffee beans in the soil of Chikmagalur, However they soon amalgamated with Bean Coffee Trading Company Limited, now popularly known as Coffee Day. The coffee growing tradition was since 1875, but the opportunity after the deregulation of the coffee board in the early nineties. Coffee Day began exporting coffee to the connoisseurs across USA, Europe & Japan. In the calendar year 2000, Coffee Day exported more than 27000 tonnes of coffee valued at US$ 60 m to these countries and, for the second time in its short career of 7 years retained the position as the largest coffee exporter of India.
 
B) About Coffee Day—关于咖啡的日子
 
Coffee Day has a wide and professional network in the major coffee growing areas of the country comprising over 50 agents and 50 collecting depots. Coffee Day's two curing works at Chikmagalur and Hassan cure over 70,000 tonnes of coffee per annum, the largest in the country. Coffee Day has a well-equipped roasting unit catering to the specific requirement of the consumers. The process is carried out under the control of experienced personnel to meet highest quality standards. The most modern technology available is used to maintain consistency and roast the coffee beans to the demanding specifications of the discerning coffee consumers.
 
Coffee Day Comprises of the following Sub Brands :
 
Coffee Day - Fresh & Ground
Café Coffee Day
Coffee Day – Vending
Coffee Day – Xpress
Coffee Day – Exports
Coffee Day – Perfect

C) Introduction—介绍
 
Café Coffee Day currently owns and operates 169 cafes in all major cities in India. It is a part of India's largest coffee company named Coffee Day, ISO 9002 certified company. Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes. Cafe Coffee Day's vending machines have a special niche in the market compared to competitors because Cafe Coffee Day machines offer filter coffee unlike the instant coffee offered by competitors' brands. Growing from a coffee exporter to a coffee parlour, café coffee day has certainly come a long way in this segment.
 
D) Marketing Mix—销售组合
 
Every company goes through different phases in the business. The phase is very similar to that of the product lifecycle. In order to sustain in the market and to maintain its market share it is essential for the company to have a right marketing mix. The company has to have a mix of proper product that is relevant to the target audience, proper price, proper reach i.e. the place and relevant promotion that keeps the target audience interested in the company.
 
I) Product—产品
 
Café Coffee Day’s menu ranges from hot and cold coffees to several other items. However, the core product is the coffee. The management believes that trend is changing towards coffee. So taking this opportunity, the company also sells coffee powder. Café Coffee Day also believes in selling other merchandised products.
 
Core Product:--核心产品
 
Exotic international coffees e.g. Capachinos
Food items e.g. Sandwich, Samosas
Desserts and pastries
Supportive Products:
 
Funky Caps @ Rs 60 onwards
Cool T-Shirts @ Rs 175 onwards
Bags @ Rs 160 onwards
Mugs @ Rs 60 onwards
Coffee Filters @ Rs 95
 
Coffee Powders:
 
Arabica @ Rs 43
Perfect @ Rs 35
Charge @ Rs 28
Dark Forest 200gm @ Rs 80
New Introductions:
 
Reglon Sleeves T-Shirts @ Rs 249
Marquis pens @ Rs 315 Onwards.
Shoulder Bags @ Rs 209
Coffee Mints @ Rs 40

II) Price—价格
 
Café Coffee Day has positioned as “Value for Money”. The major target customers are the youngsters. Pricing is a very sensitive issue for the Indian consumers.
 
Café Coffee Day believes in mass marketing.
 
The average spent by the customer is 100-125. Their coffee starts from as long as 15 Rs. However there are some outlets where the students are given special discounts. CCD even set up their outlets in the college campus. For e.g. Café Coffee Day has opened an outlet at the NMIMS campus where they are providing additional 10% discount to the students.
 
CCD is looking for expansion to more interior places. Here prices become more complex as the consumer are very conservative in spending. A cup of coffee at Rs. 35 is accepted in metro cities but not in small towns. The decor, ambience and the experience will play a major role in pulling the crowds in small cities.
 
The price of the product has to be kept uniform in order to maintain the uniformity in all the outlets.
 
CCD target audience is youngsters. Majority of them are dependent on their family for their expense. This is one of the most important reasons for low pricing compared to other cafes. They believe it in making their product at an affordable price. Pricing is one of the important weapons for them to fight against their competitor.
 
III) Place—地区
 
Café Coffee Day outlets are spread across India. However, there are more number of outlets in the metros and towns. For e.g. In Mumbai CCD have 37 outlets. In the past 12 months, Café Coffee Day has also been on an aggressive drive to expand the number of cafés in the smaller towns across the country based on research and invitations received from these places to open more such cafes there. The company expects to cross the figure of 200 cafés in 60 cities by December 2004. There will be an increased focus in cities having populations from as low as Five Lakh upwards. However, the focus has not been on just opening more cafés wherever there has been an opportunity. Café Coffee Day is already the largest and most wide spread retail chain of cafes in India with a current count of 169 cafés in 43 cites.
 
CCD plans to reach cities like Kolhapur and Nagpur in the west, Hubli, Belguam and Vizag in the South, Allahabad, Varanasi, Ambala and Patiala, in the North, Jodhpur and Mount Abu in Rajasthan and Bhubuneshwar, Ranchi, Cuttack, Darjeeling, Guwahati and Jamshedupr in the East.


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