1. CA A
Coffee Bar
“The Arabian Coffee
Experience”
Group 6B
Ajay Panandikar
Amit Singh
Kanchan Chainani
Vishal Kedia
Vivek Vyas
2. “Cava Coffee Bar” – The Idea
“Cava Coffee Bar” is a unique concept
providing a traditional Arabian cafe experience
coupled with an exotic cuisine and an authentic
Moroccan ambience
Will offer a lavish spread of beverages and
gourmet garnished with a warm and relaxed
atmosphere
Will have an exclusive section offering
traditional “sheesha” in a wide range of flavors
3. Objective
CA A
“Cava Coffee Bar” aims to surpass from
just sipping coffee to savoring the finer
things in life, with a “feel good”
environment, providing a selection of the
finest coffees from all over the world at
an affordable price making it the perfect
“Cava Experience”
4. Situational Analysis
The country has a population of 4.5 million
with a growing population of the youth and
children that exert a strong influence in food
consumption habits
It is estimated that Singaporeans drink more
than 10,000 gourmet cups a day
Market for hot drinks in Singapore increased at
the annual rate of 3.7% between 2001-2006
Forecast growth is anticipated to increase to a
39% share of outlets and a 43.6% share of sales
value by 2010
8. Marketing Strategies
PRICE
The pricing would be as follows:
Minimum Price Maximum Price
Tea 2.5 5.5
Coffee 2 6
Coolers 3 4
Desserts 6 7
Sheesha 5 10
Breakfast 1.5 5.5
Figures in SGD
9. Marketing Strategies
PLACE
We would open outlets in the following strategic
locations:
Orchard Road
East Coast Park (ECP)
VIVO
Clarke Quay
Marina Bay
10.
11. Marketing Strategies
PROMOTION
We would adopt the following promotion strategies:
Print advertisements:
• University campus
• Outside MRT Stations
• Television advertisements in local cabs and buses
• Local FM radio advertisements
• Discount coupons on frequent visits
14. Positioning Strategies
Q
High
U
A
L
I
T High Low
Y
Low
PRICE
“Would be positioned as a brand
providing high quality products at a
reasonable price”
