Cafes play a very critical role in any society and coffee bars have now come to be regarded as instruments of social change; be it a place for discussion of politics, a place to relax or a meeting point, it emerges as a kind of focal point in society. The popular cafe outlets are Barista, Cafe Coffee Day, Costa, Mocha etc.
Among these, the Barista Lavazza chain of espresso bars delivers a truly Italian coffee experience in a warm, friendly and relaxed environment.
Established in February 2000, Barista Lavazza has been noted as a pioneer of the Indian cafe culture. Barista Lavazza's main consumers consist of young adults, who are exposed to global lifestyles and appreciate the authentic flavors and tastes of coffee. Besides the Indian sub-continent, Barista Lavazza also has cafes in locations across Sri Lanka, Oman and the UAE. Barista is owned by Lavazza, Italy's largest coffee company. Lavazza, the sixth largest coffee roaster in the world, has a 46.5% share in the Italian retail market (value, source: Nielsen) and operates in over 80 countries in the Home and Away-from-Home sectors (Foodservice, Vending and Cafes).
Barista was established with the aim of identifying growth opportunities in the coffee business. Increasing disposable incomes and global trends in coffee indicate immense growth potential in this particular segment. Barista started with its first outlet at New Delhi in 2000. Tata buys stake in Barista in 2001.sterling InfoTech take over in 2004. Lavazza take over in 2007.Barista currently focuses on young professionals, working couples and families by offering then the experience and quality.
[...] The choice of communication mix elements again should be made keeping the target group in mind. Also, care would be taken that all elements of brand building exercise are appearing in the correct sequence with awareness and knowledge building efforts followed by liking and preference generation, followed by convincing the consumer and driving him to avail the service. TOUCH POINTS OF COMMUNICATION AS PART AND THEIR SYNERGY Key touch points to differentiate the brand experience. These include store ambience, product range & innovation and guest service. [...]
[...] As Barista Lavazza is more a service than a product it must focus on the 3 Ps of Services marketing in its communication strategy. The target audience for Barista is the college going youth, the urban working population and retired people, which can be segmented on the basis of geographies. The characteristics of the audience directly affect the communication strategy for any brand. The characteristics hence for Baristas target market is 1. The target audience could be 20- 60 yrs of age SEC A1 A2, B1 B Gender- male , female Having identified the target market and on the basis of the characteristics we can hone down to the following aspects that must be considered while determining the communication objective for Barista: 1. [...]
[...] The objective of Public Relations and Publicity as a marketing communication mix for Barista as a brand is to establish good-will in the minds of the consumers. These activities will help to develop credibility in the minds of consumer and draw consumers to Barista stores. Barista can use various public relations and publicity campaigns for brand building such as events and experiences, sponsorships. Through these campaigns we can increase the sales and achieve brand awareness among the consumers. The three main advantages of events and experiences are relevance, involving customers and implicit selling - Word of Mouth Marketing Word of mouth referrals are a powerful and inexpensive marketing tool for every business. [...]
[...] Barista can also have free coupons in the news papers when any promotional offer is going on. - Prize contests: Barista can have rewards for analytical or creative thinking about the products in the form of slogan writing, sentence completion, problem solving quiz, etc. It helps to create consumers' interest in the products, provide new ideas for advertising and may reveal buying motives. Barista can have lucky draws on occasions where they are asked to pick coffee beans from the box and if they find a number written on it then they the customer will be rewarded with some gift. [...]
[...] while coffee aroma per se is not our sole appeal, we do use this strong marketing tool to our advantage.” Staff- The staffs at Barista are very polite. At Barista Lavazza, we do all we can to make every guest feel comfortable and welcome. We have friendly and efficient brew masters who believe in service with a smile. Following are few more touch points: Cups at the store Shopping mall Pamphlets Menu card Napkins Book shops Advertisements Posters in the store Website Polythene bags Hoardings News papers Tent Cards Book stores Loyalty cards Airports The partners in this communication plan and maintain the synergy of all actions in the IMC The overall brand building exercise will involve a series of partners such as: Tie ups with the book stores such as landmark. [...]
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