CASE STUDY ON

CAFÉ MOCHA

Nikita Aggarwal C-04

Banipreet Kaur C-09
Gaurav Sharma C-28
Vinit Kumar Pandey C-31
Avishek Samal C-32
Sumit Kumar Pandey C-53
Neha Behl C-62
Chanchal Dubey D-25
1. Do STP for Café Mocha. Does the size of the customer segment justify the
economic viability of the concept in other cities?

STP means segmenting targeting and positioning of the product or service. Café
Mocha is a coffee shop itself. It is not designed ever to be a cut and paste format
where every outlet would look the same. Each outlet has a flavour and look of its own
and would look completely look different from its other member outlets. At Mocha
they try and serve you more than just coffee. They bring a selection of the best
coffees from all over the world. Mocha stands for the coolest coffee shop in the
country with its own sense of style. It has proven that a coffee shop chain doesn’t
need to look like the cubicles in an office. Every shop can have its own wild and
intense flavour. Everything from a wall to a cup can have its own sense of expression
and identity. That diversity and variety in every outlet enriches rather than confuses.
And makes it a coffee shop people love to visit once more. Thus we can say that café
mocha caters to the segment of coffee lovers. Its target customers within the coffee
segment are the frequent coffee drinkers who not only drink the finest coffee but also
want an atmosphere it’s about feeling good and surrounding oneself with everything
that feels good.
However café mocha has positioned itself as a place to meet and spend reality for a
few moments. It clearly suggests that café is not just about coffee but a place to spend
time and enjoy. It has been regarded as a 20 minutes vacation.

2. Do they need to change the offering and the entire experience for smaller cities?
No, I don’t think so café mocha needs to change their offering and entire experience
for smaller cities this is simply because the usp(unique selling proposition) of café
mocha is its different interiors for each and every outlet. It wide variety of coffee
offered which includes the various flavour and the cool environment with fragrance
and experience of hookah. If café mocha changes this then it will not only loose its
customer but will deviate from its very vision and culture of providing “These warm
 and homely coffee shops are the perfect place for people to come over, order a coffee
and talk about their day”

3. Discuss the Positioning of Café Mocha through ‘Evidence of Service’ described in the
case.
Mocha has positioned itself effectively in the market in comparison to its competitors
such as Hypnos, Shisha and other local coffee joints. It fully justifies its tag line of
"coffees and conversations" providing its customers a totatly memorable experience for
20 minutes. Coffees imported from all over the world, freshly roasted and ground, form
the core of their USP, Fruit flavoured Sheeshas or Hookahs, coupled with high end
gourmet desserts and shakes complete their repertoire.

Evidence of services
People: Mocha gets a lot of solo eaters. They are basically executives who stop by
between meetings or students who drop in to read a book or study. The customers of
Mocha are mostly people who need their space and privacy. At the Churchgate branch
of Mocha two tables are meant only for one person, those who went to spend their time
relaxing and enjoying their coffee alone.

Physical evidence: The coffee bar at Mocha, is spread over 3,000 square feet, consisting
of an outer seating area, where multi-colored hookahs and low set wooden benches which
add to the coffee experience of the customers. Riyaz Amlani the Chief Executive Officer
of Mocha said that Mocha is the perfect place to chill out and hang out with friends as it
provides a relaxed casual atmosphere accentuated with superb coffees and the individual
pieces of furniture chosen for the intrinsic beauty rather than set theme furniture. Mocha
has a cheerful ambience which receives a touch of serenity downstairs with book lined
shelves and Japanese-style floor setting. Walls are coloured yellow and pink and ceiling
in a bright blue colour with flaming red beanbags, leopard striped chairs, airplane seats,
velvet covered couches.
All the articles at Mocha are meant for sale if the customer likes any of the furniture item
present there ,he/she can buy that which further helps Mocha to change its ambience.
Such qualities make the place unique.
Price: Mocha has kept its prices very low beginning at Rs.30 for a mug of coffee and
Rs.75 for dessert and go up to Rs.125. Keeping the hygienic necessity of its customers
Mocha offers a new mouthpiece for hookah to every guest priced at Rs 150 for a single
hookah which lasts around 30-45 minutes and a double hookah costs is for Rs 200.
Mocha offers a choice between a single pipe hookah which costs Rs 168 to smoke and a
double pipe hookah which costs Rs 224 along with offering a wide variety of flavours to
the customers as they can choose from mint, apple, strawberry, cherry, banana, mixed
fruit, pineapple, pomegranate, plum, licoris, lemon, sweet melon, rose, mango, orange,
red wine grape and white wine peach.

Process
Mocha offers both personalized and customized service to its customers. At Mocha the
staff try and serve the customer more than just coffee. They would like to serve the
world to their customers.

Mocha is inspired by the Quahveh Khannehs of Morocco and Turkey. These warm and
homely coffee shops are the perfect place for people to come over, order a coffee and talk
about their day. About politics, family or just the weather if they so please. It’s a place to
meet and suspend reality for a few moments. That’s what Mocha was designed to be.
At Mocha staff hope to provide the best of what the world that has to offer at affordable
prices, and the simple pleasure of life is our primary driving force- Coffees,
Conversations and a warm smile.

The service is informal, casual, and even laid back. They encourage their patrons to
linger. The people(staff) don't treat guests a customer but like an old friend who has
come home, to whom they are playing host, the ambience is inspired by different parts of
the world, like a flea market, with world music setting the mood. They hope to make
Mocha more about a feel good experience, than just Food&Bevarges.

4. Discuss the ‘Role of Servicescape’ of Café Mocha on all the four attributes.

PACKAGE
In Café mocha a wide variety of flavors for both coffee as well as hookas are there, A
3000 sq feet with outer sitting area and low wooden seat benches, different wines ,and all
these things are available in good reasonable prices which sets the stage for a germane
experience that augments the efficacy of the offerings. Backpackers offer and an
excellent interiors moderate customer expectation and reinforces his experience and
reminiscences.

FACILITATOR
Service employee at café mocha should be trained in the manner that they know at their
best to how to interact with the customers softly .They need to be ready to assist hooka
lovers by refueling or mouth piece etc. Customer when enter in the café should feel
privilege despite of paying lower prices in comparison to other competitors .also ,along
with making all the thing of menu available billing system should be accurate.

SOCIALISER
Approach customers with conviviability. The air conditioned waiting lounge with
comfortable seats and a cold water dispenser as you pass through a spotlessly clean glass
door, makes customers feel welcome . Employees must convey their expected roles,
behavior and work for making relationship with customers.

DIFFERENTIATOR
Candle lit tables with smooth classical music and tables with clothes, pre-laid cutlery, and
more customized menu can be offered. Also the range of rich chocolate flavors in coffee
and of hookahs .backpacker club offers .reasonable pricing is differentiating. Cafe mocha
is for every age group the concept of single table is also good in context. Similarly the
positioning should be strong enough which match the type of ambience and services
offered to the customers.