MARKETING MANAGEMENT

It means management of all the activities related to marketing or in

other words we can say. it refers to planning, organising, directing and
controlling the activities which result in exchange of goods and services.
MAIN ACTIVITIES OF MARKETING MANAGEMENT-
1. Choosing target market
2. Growing customers in target market
3. Creating superior value

MY PRODUCT—COFFEE

WHY I HAVE CHOOSEN THIS PRODUCT

Now days the new generation are more conscious toward their health.
Coffee is more healthier than tea or some other beverage and the
youth are selecting and preferring coffee more a beverage. there are
more and more compititors of coffee in india than ever. The population
of youth is also increasing day by day. So it would be profitable idea to
select coffee as a project.

THE 4 MAJOUR COMPITITORS

1. NESCAFE
Nescafé is a brand of coffee made by Nestlé. It comes in many
different forms. The name is a portmanteau of the words "Nestlé"
and "café".] Nestlé first introduced their flagship coffee brand
in Switzerland on 1 April 1938. Nestlé began developing a coffee
brand in 1930, at the initiative of the Brazilian government, to help
to preserve the substantial surplus of the annual Brazilian coffee
harvest. Max Morgenthaler led the development project. Nestlé
introduced the new product under the brand name "Nescafé" on 1
April 1938.[1] Nescafé is a soluble powdered coffee that became
an American staple during World War II.[2]
In 1965, Nestlé introduced a freeze-dried coffee brand called
"Nescafé Gold" in Europe.
In 1966, Nestlé developed a freeze-dried coffee brand under the
name Taster's Choice.
The Company continuously focuses its efforts to better
understand the changing lifestyles of India and anticipate
consumer needs in order to provide Taste, Nutrition, Health and
Wellness through its product offerings. The culture of innovation
and renovation within the Company and access to the NESTLÉ
Group's proprietary technology/Brands expertise and the
extensive centralized Research and Development facilities gives it
a distinct advantage in these efforts. It helps the Company to
create value that can be sustained over the long term by offering
consumers a wide variety of high quality, safe food products at
affordable prices.

Nescafe

Parent
Nestle
Company

Category Beverages
 Sector Food & Beverages

Tagline/
One Nescafe many coffees ;Good Food Good Life
Slogan

USP 100% pure instant coffee

Nescafe STP

Segment People looking to make coffee instantly

Target
All people in the upper and middle class
Group

Positioning 100% pure coffee made from finest coffee beans

Nescafe SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Nescafe.
Strengths are:
1. Strong Nestle brand name
Strengths
2.Excellent advertising and visibility
3.Good product distribution and availability
4.Lots of flavors and varieties available

Here are the weaknesses in the Nescafe SWOT Analysis:

1.Health conscious people avoid coffee as it Contains caffeine
Weaknesses

Following are the Opportunities in Nescafe SWOT Analysis:

Opportunities 1. Tie-ups with corporates
2.Cheaper packets for rural areas

The threats in the SWOT Analysis of Nescafe are as mentioned:

Threats
1.Health conscious people avoiding coffee
2.BARISTA
Barista is an Indian chain of espresso bars that operates in South Asia.
Established in February 2000 under the name Barista, it was taken over
by Lavazza in 2007[3] and sold to Carnation Hospitality Pvt. Ltd. (a
subsidiary of Rollatainers, part of the Amtek Group) in 2014
Headquartered in New Delhi,] Barista currently has espresso bars across
India,[1] Sri Lanka,] and Maldives[1]
It was established in February 2000 by the Barista Coffee Company
Limited.
A 34.3% equity stake was sold to Tata Coffee in 2001[6] and C
Sivasankaran bought the remaining 65 per cent in Barista from the Amit
Judge-controlled Turner Morrison in 2004, and his Sterling Group also
bought out Tata Coffee's stake later.In 2007, the Sterling Group sold
Barista to Lavazza. The coffee is supplied by the Indian roaster Fresh and
Honest, headquartered in Chennai, which is also owned by Lavazza
As of 2009, the chain has 200 stores in India, with an estimated annual
revenue of ₹2 billion .In 2014, Lavazza sold the coffee shop chain to
Carnation Hospitality Pvt. Ltd. for an undisclosed sum.

Barista Lavazza

Parent
Lavazza
Company

Category Coffee joints

Sector Food & Beverages

Tagline/
Experience it
Slogan

USP Finest Italian and Arabica coffees and cuisine at great value prices
 Barista Lavazza SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Barista
Lavazza. Strengths are:
1.Excellent brand name and brand visibility
2.Huge young crowd as target group
Strengths
3. Excellent Human Resource – Ambience and décor.
4. Strong brand recall and popularity amongst urban youth
5. Has over 200 stores across India
6. Loyalty programs to offer discounts and attract customers

Here are the weaknesses in the Barista Lavazza SWOT Analysis:

1.Perceived as Expensive brand
Weaknesses 2.Competition from other coffee outlets, restaurants and fast food joints means tough segment

Following are the Opportunities in Barista Lavazza SWOT Analysis:

1.Introduce cheaper & unique versions of coffee
Opportunities
2.Tap the smaller towns/cities
3. Can diversify in tea beverage segment

The threats in the SWOT Analysis of Barista Lavazza are as mentioned:

1.Threat from existing coffee chains and fast food outlets
Threats
2.Dependent on Govt commodity rates
3.Overall macro environment to support high disposable income.

TATA COFFEE
Tata Coffee is coffee company owned by the Tata Global Beverages, a
subsidiary of Tata Group. The company owns 19 coffee estates in southern
India.[3] The estates are spread across the districts of Coorg, Chikmagalur,
and Hassan in Karnataka and Valparai district in Tamil Nadu. Tata Coffee
is the largest integrated coffee plantation company in the world.[4]
Tata Coffee entered into a coffee sourcing and roasting agreement
with Starbucks Coffee Company to supply coffee beans to its coffee chains
in India In 2012, the two companies launched the equal joint venture Tata
Starbucks (formerly Tata Starbucks limited). According to the reports, Tata
Coffee established a $50 million greenfield instant coffee facility in Vietnam.
 Tata Coffee Brand Analysis

Parent
Tata Group
Company

Category Food Processing

Sector Food & Beverages

Tagline/
Discover the refreshing world of Tata Coffee
Slogan

USP Refreshing taste of coffee

Tata Coffee SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Tata Coffee
. Strengths are:
1. Strong brand name and one of the largest integrated coffee plantation in the world
2.Has brought about continuous improvement in harvesting and processing techniques by working
Strengths with Starbucks
3. Has diversified into timber business as well under brand name “Conswood”
4. Strong backing by parent company
5. Good distribution and availability
6. Good visibility through print ads

Weaknesses Here are the weaknesses in the Tata Coffee SWOT Analysis:
1.Intense competition means limited market share
2.Health conscious people avoid coffee as it Contains caffeine

Opportunities Following are the Opportunities in Tata Coffee SWOT Analysis:

 1.Also, domestic consumption being very small, there lies a huge opportunity to
expand the market with the help of intensive coffee promotion
2.Opportunity in terms of diversification into other businesses

The threats in the SWOT Analysis of Tata Coffee are as mentioned:

1.Cheap labour is one of the most critical cost factors in coffee production.
Substantial increase in labour cost can erode competitiveness of Indian coffee in
Threats the international markets
2.Coffee is one of the few agricultural crops in India which is subject to taxes
3.Russia, the largest importer of coffee from India, is undergoing an economic
crisis. As a result, it has suspended coffee imports

3.BRU
BRU coffee is a part of Hindustan Lever and it is India’s largest
and favorite coffee brand that offers a range of Indian and
international coffee products. Since 1968, BRU has repetitively
strived to bring varied types of authentic coffee with premium
tastes to Indian consumers. After directing numerous coee trials
with coffee samples, they personally select the best coffee beans
and freshly roast them to serve consumer a great cup of rich
aromatic coffee, whether it’s coffee at home or at BRU World
Café.

Bru coffee Brand Analysis

Parent
HUL
Company

Category Coffee

Sector Food & Beverages

Tagline/ Bru se hoti hain khushiyaan shuru

 Slogan

USP India’s largest coffee brand

Bru coffee SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Bru coffee.
Strengths are:
1. Strong brand name
Strengths
2.Excellent advertising and visibility
3.Good product distribution and availability
4.Lots of flavors and varieties available

Here are the weaknesses in the Bru coffee SWOT Analysis:

Weaknesses 1. Coffee as a category still nascent in many countries like India

Following are the Opportunities in Bru coffee SWOT Analysis:

Opportunities 1. Tie-ups with corporates
2.Cheaper packets for rural areas

The threats in the SWOT Analysis of Bru coffee are as mentioned:

Threats
1.Health conscious people avoiding coffee

Bru coffee Competition

4.STARBUCKS
Starbucks Corporation is an American coffee company and coffeehouse
chain. Starbucks was founded in Seattle, Washington in 1971. As of early
2019, the company operates over 30,000] locations worldwide.
Starbucks has been described as the main representative of "second wave
coffee," a retrospectively termed movement that popularized artisanal
coffee, particularly darkly roasted coffee. Since the 2000s, third wave
coffee makers have targeted quality-minded coffee drinkers with hand-
made coffee based on lighter roasts, while Starbucks nowadays uses
automated espresso machines for efficiency and safety reasons.
 MARKETING MIX
The marketing mix refers to the ingredients or the tools or the
variable which the marketeer mixes in order to Interact with a
particular market.

According to Philip Kotler, “Marketing mix are the set of marketing

tools that firm uses to pursue Its marketing objectives in the target
market.”

4P’s
1. Product
2. Place
3. Price
4. Promotion

+. permission and licensing for food products(coffee)

The Indian food processing industry is regulated by several laws which govern the
aspects of sanitation, licensing and other necessary permits that are required to start up
and run a food business. The legislation that dealt with food safety in India was the
Prevention of Food Adulteration Act, 1954 (hereinafter referred to as "PFA"). The PFA
had been in place for over five decades and there was a need for change due to varied
reasons which include the changing requirements of our food industry.

The act brought into force in place of the PFA is the Food Safety and Standards Act,
2006 (hereinafter referred to as "FSSA") that overrides all other food related laws. It
specifically repealed eight laws which were in operation prior to the enforcement of
FSSA:

 The Prevention of Food Adulteration Act, 1954

 The Fruit Products Order, 1955
 The Meat Food Products Order, 1973
 The Vegetable Oil Products (Control) Order, 1947
 The Edible Oils Packaging (Regulation) Order, 1998
 The Solvent Extracted Oil, De oiled Meal, and Edible Flour (Control) Order,
1967
 The Milk and Milk Products Order, 1992
 Essential Commodities Act, 1955 (in relation to food)

BRANDING

my product- coffee

name- “clashed coffee”

logo=
SWOT –