CAF MOCHA

CASE STUDY
GROUP NO: 409 RAMNEEK KAUR PARHAR E09 NITIKA AGGARWAL E22 ANEESH BAJAJ D52 NISHIMA CHORDIA D64 ANANT VIJAY GOEL D33 VAIBHAV SRIVASTAV D59

STP for
CAF MOCHA

SEGMENTATION

Amity Business School

Through segmentation companies divide large heterogeneous markets into smaller segments that can be reached more effectively and efficiently Demographic segmentation: Caf mocha has adopted demographic segmentation in such a manner that most of its customers are young people between the age group 20-35. it has also segmented people solo eaters like executives or students who stop by during their breaks. Behavioral segmentation: in the sense that they also segmented on the basis of people who are looking for the twenty minute vacation n who come for a leisure time.

Amity Business School

TARGETING
A target market would be a set of buyers sharing common needs or characteristics that a company decides to serve It has targeted customers who are not only coffee drinkers but also look for an cheerful atmosphere that makes them feel good. As the trend of hookahs caught on rapidly in India, Caf Mocha targeted hookah lovers who just love the novelty factor and charm associated with it.

Amity Business School

POSITIONING
Positioning is the place the product occupies in the consumers minds It is a place where one can enjoy coffee, multi coloured hookahs, the cheerful ambience and have a whole new experience. Caf Mocha is not just about coffee its about a 20 minute cheerful vacation

Does the size of the customer segment justify the economic viability of the concept in other cities?

Amity Business School

Yes, the size of its customer segment justifies the economic viability of the concept in other cities because : It not only offers coffee but a great experience. It is a very good place to hang out for hookah lovers due to the variety of flavors it offers in various hookahs of different and attractive colors Also it specializes in dishes like paninis, poutines, shakes and various desserts The ambience provides an all together new experience With all the above features Caf Mocha is very popular amongst the consumers and will definitely increase its customer segment in other cities as well

Do they need to change the offering and the entire experience for smaller cities?

Amity Business School

Mocha is an organization which caters with uniqueness in its services. The value it offers is the comfortable seating arrangement in all its outlets. Mocha offers various types of flavored coffee and shakes and hookah to attract the youth which is its main target segment. No, I dont think that Mocha needs to change its way of offering and the entire experience for smaller cities because the whole idea of attracting youth to a hang out joint would dilute. Therefore, Mocha should maintain its unique selling preposition and continue to deliver the same way.

Justify the Positioning of Caf Mocha through Evidence of Service described in the case.

Amity Business School

Mocha offers various delights like Panini, freshly roasted Coffees served with fruit flavoured Sheeshas or Hookahs, coupled with high end gourmet desserts and shakes form the core USP. It fully justifies its tag line of "coffees and conversations" providing its customers a totatly memorable experience for 20 minutes. Mocha has positioned itself effectively in the highly competitive market where competitors like Hypnos, Shisha and other local coffee joints are present as it had the first mover advantage of serving hooka in the country.

Amity Business School

EVIDENCE OF SERVICES
People: Solo eaters those who need their privacy and personal space visit Mocha. The interior of Churchgate branch of Mocha like that where two tables are meant only for one person, those who went to spend their time relaxing and enjoying their coffee alone. They are basically executives who stop by between meetings or students who drop in to read a book or study.

Amity Business School

Physical evidence: The coffee bar at Mocha consist of both inside and outdoor sitting where multicolored hookahs and low set wooden benches which add to the coffee experience of the customers as they can enjoy the outside weather as well. Bright coloured walls in yellow and pink and ceiling in a bright blue colour with flaming red beanbags, leopard striped chairs, airplane seats, velvet covered couches adds more life to the cafe. Mocha has a cheerful and casual ambience. Another unique quality of Mocha is that all the articles there are meant for sale if the customer likes any of the furniture item he/she can buy it

Amity Business School

Riyaz Amlani the Chief Executive Officer of Mocha said that Mocha is the perfect place to chill out and hang out with friends as it provides a relaxed casual atmosphere accentuated with superb coffees and the individual pieces of furniture chosen for the intrinsic beauty rather than set theme furniture.

Amity Business School

Price: Mocha has kept its prices very decent to suit the pocket of every person, beginning coffee at Rs.30 and dessert for Rs.75 which further goes up to Rs 125. Mocha offers both single pipe hooka and double pipe hooka between the price range of Rs 150-Rs 200 which last for 30-45 minutes. Mocha also offers a wide variety of flavours to their customers like mint, apple, strawberry, cherry, banana, mixed fruit, pineapple, pomegranate, plum, licoris, lemon, sweet melon, rose, mango, orange, red wine grape and white wine peach with different base of energy drink and wine. Keeping the hygienic necessity of its customers Mocha offers a new mouthpiece for hookah to every guest.

Amity Business School

Process : The service in Cafe Mocha is informal, casual, and even laid back. They encourage their patrons to linger. The people(staff) don't treat guests a customer but like an old friend who has come home, to whom they are playing host, the ambience is inspired by different parts of the world, like a flea market, with world music setting the mood. Staff at more serve their customer more than just a coffee , for them their comfort level of their customer is very essential. Mocha offers both personalized and customized service to its customers. Mocha is inspired by the Quahveh Khannehs of Morocco and Turkey.

Amity Business School

Its a place to meet and suspend reality for a few moments and people can talk about their day to day life. Apart from Food & Beverages they try to make Mocha a feel good experience at affordable prices.

Role of servicescape of caf mocha on all the four attributes of servicescape.

FOUR ATTRIBUTES OF SERVICESCAPE :

Package Facilitator Socializer Differentiator

Package

Amity Business School

The coffee bar, which is spread over 3,000 square feet, consists of an outer seating area, where multi-colored hookahs and low set wooden benches add to your coffee experience. Prices at Mocha begin at Rs.30 for a mug of coffee and Rs.75 for dessert and go up to Rs.125. For hygiene reasons Mocha gives a new mouthpiece for hookah to every guest Mocha offers a choice between a single pipe hookah and a double pipe hookah . wider variety of flavors to choose from here, such as mint, apple, strawberry, cherry, banana, mixed fruit, pineapple, pomegranate, plum, licoris, lemon, sweet melon, rose, mango, orange, red wine grape and white wine peach Available are champagne hookahs with strawberry flavors and plans are on to add more flavors such as coconut.

Facilitator

Amity Business School

Riot of colors, Split into two levels with walls in yellow and pink and a bright blue ceiling, flaming red beanbags, leopard striped chairs, airplane seats, velvet covered couches and curtains decoratively tucked, the cheerful ambience receives a touch of serenity downstairs with book lined shelves and Japanese-style floor setting. Multi-colored hookahs and low set wooden benches add to your coffee experience. Relaxed casual atmosphere accentuated with superb coffees and the individual pieces of furniture chosen for the intrinsic beauty

Socializer

Amity Business School

Backpacking club: Mocha Backpackers Club promotes the concept of independent travel. It is a platform where people from different backgrounds can come together to meet, share and exchange information like best places to stay, best deals on airfare, where to get the best camping gear, etc. Mocha gets a lot of solo eaters. They are basically executives who stop by between meetings or students who drop in to read a book or study.

Differentiator

Amity Business School

Mocha, has more than a dozen, including double apple, banana, cherry, cappuccino, green apple, grape, lemon, mango, mint, mixed fruit, orange, peach, strawberry, sweet melon, vanilla. Only ones who serve champagne shisha, red wine shisha, and white wine shisha. Feature combos such as chai and bhajjiyas (tea and spiced fritters) during the Monsoon. Also introduced wine on its menu in August 2004 and sales have gone up from 15 to 30 bottles a day

Amity Business School