Case Study: Strategies That Barista, Cafe Coffee Day and Qwikys Have Adopted in Indian Market

Strategies adopted by Barista:

Barista established in 2000 in New Delhi was the largest and fastest growing coffee chain in India. Barista positioned itself as a lifestyle brand with Italian neighborhood. Barista was the leader in espresso coffees. Barista was made with top grand Arabica beans and brew masters from Italy were invited to create blends. Alliance with Tata coffee would supply food items like baguettes, croissants, cookies, sandwiches, pastries and desserts. Every month it introduced and focused on a particular type of coffee. The idea was to change customer’s occasional indulgence and make it a habit and educate them about the original coffees. It also developed store-in-store concept by focusing on themes that compliment coffee, such as music, books and art. Barista entered into marketing tie-ups with planet M, crossword and Ebony to set up it Espresso’s at the corner. It also wanted to enter into co-branded marketing tie-ups with several banks for credit cards. The company also entered branded merchandising with caps, coasters, co’s and cups. Barista entered home brew segment with freshly grounded coffee. The company extended its product portfolio from roasted coffee range to single origin coffee. Barista’s single origin coffee powder has a status symbol. It was planning to enter the international market. Barista planned to tie-up with ABN amro for opening “Banlafes”. This concept helps to ‘bank at leisure” enabling customers to visit the bank after banking hours on any day in an informal and friendly environment. It even tied up with BPCL to open coffee kiosks. Barista’s adopted a strategy on which it segmented itself to the elite class. This class has high potential because these people associate with anything that is of status symbol. They spend very high. So Barista choose this segment contains people with big designations like MD’s, Doctors, CEO’s and people belonging to elite class. They like to be in a place which is classy and luxurious like Barista. This segment has high potential.

Strategies adopted by Cafe Coffee Day:

Cafe Coffee Day offered an informal ambience with bright and eye-catching interiors. Visitors could sip coffee, browse the internet, conduct business meetings or just while away time with friends. Cafe Coffee Day was well looked as a cool-hangout for college crowed and teenagers. This promoted young artists and displayed their paintings on their walls. In 2001, a new logo was chosen leaving the old one which was bit old fashioned. The interior were redesigned and new menu was also introduced along with the new crockery. The baseline also changed to “A lot can happen over coffee”. Musical events were organized to attract youth. “Cafe jockey” was introduced which selected children above 15yrs and gave them 1 week training. In addition to the commercial and residential clusters in metros, Cafe Coffee Day’s also targeted other locations like corporate houses, airport, hospitals and shopping malls. Cafe Coffee Day priced its products 20% lower than its competitors. Cafe Coffee Day positioned itself as a mass market brand, mini-metros were also added to its list. It targeted the middle class, upper middle class, house wives and students. The prices are less compared to the other two. This segment has high potential and great buying power and has great market share.

Strategies adopted by Qwiky’s:

Qwiky’s strategy was that to make their customers make them feel comfortable and have fun. The staff at Qwiky’s was trained to understand body language. They were very frankly with the customers. Qwiky’s objective was to target the “young at heart” that were looking for fun and relaxatation. They offered different varieties of coffee. Customers were given a choice of drinks that were not common in India. It had a separate vending area for chocolate products. Qwiky’s coffee pubs were located at strategic points which were frequented by youth. Qwiky’s pubs were located at intersection of roads in a corner were two side of cafe were made of glasses and faced the road. It even had coffee making machines for sale and also a trainer to teach how to make perfect espresso. It also planned to launch ready to drink coffee sachets. Their prices were based on the real-estate prices in that particular area. Qwiky’s positioned itself as a place were people can come for fun and relaxation it targeted people who having fun and young at heart. People who were quite interactive and friendly were appointed as staff to make their customers feel comfortable and while away their time. It was a place to hangout.


The strategy adopted by Barista would suit the Indian market. Barista came up with uniqueness in its interior with Indian neighborhood. It also offered several services along with serving coffee. Several international varieties of coffees are served in Barista. The ambience was great. The perfect Italian varieties of coffees were served with brew masters from Italy. They came up with single origin coffees and attracted with the niche set of consumers. Many varieties of coffees are served in Barista people feel very comfortable. It also serves food items like pastries, sandwiches. People started thinking that Barista has become a status symbol. So they wanted to associate themselves with Barista. It’s planning to go international into many countries. It’s even planning to co brand with several banks for credit cards. People of India always wanted something new and different. So Barista’s strategy perfectly suits the Indian market.

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