Indian coffee house

1. Business, Marketing &
IMC
Indian Coffee House

2. Indian Coffee House
Presented by:
Vishakha Pithwal

3. Product Category
Coffee shop with a speciality in
south Indian Coffee

4. Indian Coffee House stands for
Authenticity and Aromatic South
Indian filter coffee

5. Indian Coffee house
•It is chain of South Indian Coffee Restaurant which is famous for its filter coffee

•Indian Coffee House is the biggest coffee cum restaurant chain in Kerala

•The society now has a chain with over 51 outlets and associate canteens
operating in all major towns from Thrissur to Thiruvananthapuram

•And now they are spreading their franchises all over India

•The Indian coffee house is completely owned and managed by its employees. The
society is governed by an eleven member managing committee elected from the
employees.

•The society also sells pure coffee powder known for its rich aroma and strong
flavour at reasonable prices to the public

•Indian Coffee House is famous for its simplicity and authenticity, and its famous
white cups in which they serve their aromatic delicious south indian filter coffee.

6. Segmentation
•India has always been a chai or tea drinking nation. Coffee was popular only in a few
states of South India. Initially it was the rich Brahman families who consumed coffee.
However with the growing Indian economy and the middle class ready to spend more
and adopt global lifestyle and culture, coffee shops have become more and more
popular.

•As ICH was established in 1958 it has a set up of that era and appealed more to the age
group of 40-60. But the recent trend shows that the ICH is being filled with college
going students and recent studies have shown that roughly 50% of the Indian
population are 25 or younger and is expected to increase to 55% by 2015

•The main reason for this explosive growth is the growing youth segment of India.

•For the youth coffee shops are social hubs to enjoy some quality time with friends or
simply go for a cup of coffee.

•Its franchises are all over India, currently there are around 54 outlets in India.

7. Targeting
•ICH targets varied segments from college going teenager to the retired grandfather who
once visited ICH as a teenager

•People who fall under this category:
Students
Journalist bureaucrats
Advertisers
Doctors
Lawyers
Senior Officials

•It has a very cost effective menu which attracts more of student groups.

•It is targeted towards people who love the taste of Filter Coffee and love to be rooted to
the culture of it.

8. Positioning
•It is positioned as a place with a traditional ambience
•Affordable place for food and coffee
•Place to get authentic south indian filter coffee
•Very courteous service
•Healthy food
•A place to meet your friends, have a reunion (people
aged 45-50 come here to have their school reunions)
(Text in orange is the new change in the STP model of ICH)

9. Promotion for ICH
Promotion helps in reaching your target
consumer effectively by reminding them
about your product or service with a certain
message in order to achieve specific
organizational objectives

10. Current state of ICH

•They don’t have any promotion strategy as such
•The only communication they work on currently is Word of
Mouth

Proposed promotion strategy for ICH

•As they are not into advertising their brand , we need to have a
proper strategy to make the brand known but at the same time
maintain its authenticity and rootedness.

•Mainstream advertising and promotion strategy would help the
brand get more known but will eventually make it a commercial
place like any other, so the suggested promotion strategy would be
to focus on events (for fund raisers), PR activities, Blogs, and work
more on the WOM.

11. Target Group
•As mentioned earlier their TG is a mix of people.
•Its for the following TG for the mentioned reasons:
~ Students: ICH being cheap when it comes to the rates
~ Artists: As it gives them a place to find varied culture under
one roof
~ Advertisers: For observation and to get some alone time
(evidence available)
~ Senior officials: To relive their old days
~ Young Crowd: for get together and reunions
~ Wage earners: Because of the cheap prices

12. Role of Marketing
Communications

13. •The strategy of The Indian Coffee House till
now has been solely dependent on word-of-
mouth. It has been hugely successful because
its patrons either blog about it and spread the
word or suggest it to their friends. There are a
number of blogs relating to it and hordes of
college students visiting it based on
recommendations.

•The role of marketing communications in this
case would be to thus remind the consumer of
the rich heritage of TICH by extending their
word-of mouth strategy through tools such as
PR, social media and goodwill of the patrons.

14. How does Marketing
Communications work?
How marketing communications works does not
have a strictly defined model and depends on the
business objectives of the brand.
The components of marketing communication are
Sales
Advertising
Promotions
Public Relations
Customer Service

15. Marketing communications will work for TICH
the overall goal of the business by developing
strategic campaigns and
•helping TICH to increase sales
• retain existing customers with their quality
service
•help the brand gain credibility solely through
word-of-mouth
•Maintain the traditional heritage of the
brand through promotions

16. Major steps in developing
effective communications

17. •Tieing up with the famous artists, photographers,
displaying local artists work. This will help promote
TICH on the artists’ blogs, create an aspirational
value for the youth to visit it, and lend TICH a
traditional yet cool feel.

•Having context based in-film placements. This will
further strengthen the stories behind TICH and help
the customer visualize the ambience.

•Engaging the patrons on social media: Facebook,
Twitter, Foursquare, Zomato, Burrp. This will use
digital media in spreading the word and posts related
to TICH will be put up building a story about the
brand.

18. •It is an employee-run co-operative society ,
there is high loyalty among them and the
best customer service. However, the prices
in the menu are quite low. Instead of
increasing the prices, there will be
promotions which will double up as fund-
raisers.

• PR articles in lifestyle magazines and
newspapers and publishing artists’
recommendations. This will help build the
already existing word-of-mouth.

19. •Not promoting through advertisements in
print, TV or digital because it decreases the
credibility of TICH and its authenticity.

•Providing the customers with different post-
cards of the history of TICH on purchase of
grounded coffee.

•Including coasters in the merchandise.

•Video testimonials on Youtube.

20. Communications Mix

21. Events and
Experiences

22. Advertising: Will be used only for in-film placements. No direct
advertisements on TV, print or digital

Sales Promotions: Employee fund-raisers, selling coasters, post-
cards with grounded coffee

Public Relations: Artists’ and photographers blogs, displaying
local artists’ work, articles in lifestyle magazines, video
testimonials on Youtube.

Personal Selling & Direct Marketing: Not applicable

Events & Experiences: Engaging the customers on social media
through Facebook, twitter, and foursquare. Encouraging
customers to post about their stories and experiences with TICH.
Great customer service and friendly waiters.

23. Key message of the campaign
Authenticity with a touch
of friendliness

24. Places of Promotion
Outlets of The Indian Coffee House

Traditional and digital media like lifestyle magazines,
newspapers, social media, blogs.

Events will be held at different large outlets with entry fees

Can use the artists’ collaboration for branding at their
exhibitions

25. Some pictures of Indian Coffee house
Bangalore