Project Report Submitted to
Dr Sagar S Lalka
Assistant Professor - Faculty of Management Studies
Company Name: Talk House Caffe
Subject: Marketing Management | Code: 04MB1203 | MBA II Semester
Submitted by
Name of the Student Aman Rajeshbhai kava
Enrollment No 92301423299
Div E
Semester II
Date of Submission 30/04/2024
Academic Year - 2023 – 24
Talk House Caffe
➢ Introduction :
The Talk house caffe is a local cafe situated in Ayodhya Chowk, Rajkot, India. It provides a cozy and
inviting atmosphere for customers to relax, socialize, and enjoy a variety of food and beverages. Now, let’s
analyse the cafe using marketing concepts and frameworks.
Outside the café
Inside the cafe
History of talk house café :
Created – Talk house Café
7 October 2022
➢ Analysis of 7 P's of Marketing
1. Product Analysis
Product Features, Attributes, and Benefits
• Core Product: Beyond just serving coffee and snacks, the core product of Talk house caffe is the
experience it offers. Customers come here for a comfortable ambiance, friendly interactions, and a
break from their daily routines.
• Actual Product: The physical items include coffee, tea, sandwiches, pastries, and other menu
offerings.
• Augmented Product: In addition to food and drinks, Talk house caffe provides free Wi-Fi, charging
points, and a relaxing environment where people can work or chat.
2. Price Analysis
• Pricing Strategy: Talk house caffe follows a competitive pricing strategy. Their prices are aligned
with similar cafes in the area.
• Pricing Objectives: The cafe aims for profitability while ensuring affordability for its target audience.
• Pricing Methods: They use cost-plus pricing, considering production costs and adding a reasonable
margin.
• Pricing Tactics: Seasonal discounts during festivals or special events attract more customers.
3. Place (Distribution) Analysis
• Distribution Channels: Talk house caffe primarily relies on its physical location. It’s strategically
placed near Ayodhya Chowk, making it accessible to walk-in customers.
• Effectiveness: The current distribution strategy works well due to its central location and visibility.
4. Promotion Analysis
• Promotional Strategies:
o Advertising: The cafe promotes itself through social media platforms (Facebook, Instagram),
local newspapers, and flyers.
o Sales Promotions: Special discounts during festivals or themed events.
o Public Relations: Engaging with local influencers and bloggers to create buzz.
o Personal Selling: Friendly staff interacting with customers, recommending popular items.
• Effectiveness: Regular promotions have increased footfall and customer engagement.
5. People Analysis
• Personnel Involved: Talk house caffe staff includes baristas, servers, and managers.
• Skills and Knowledge: Staff members are trained in customer service, hygiene, and coffee-making
skills.
• Customer Service Orientation: Their friendly and attentive service enhances the overall customer
experience.
6. Process Analysis
• Production to After-Sales Service: Efficient processes ensure timely food preparation, cleanliness,
and prompt service.
• Areas for Improvement: Streamlining order processing during peak hours and enhancing after-sales
follow-up.
7. Physical Evidence Analysis
• Packaging: Attractive takeaway cups and food packaging reinforce the brand.
• Branding: Consistent branding across menus, signage, and social media platforms.
• Store Ambiance: Cozy decor, comfortable seating, and soothing music contribute to a positive
customer perception.
➢ STP of talk house café :
• Segmentation: Talk house caffe caters to various segments, including students, professionals, and
families.
• Targeting: The cafe appeals to these segments by providing a welcoming environment, free Wi-Fi,
and a diverse menu.
• Positioning: Talk house caffe positions itself as a cozy hangout spot where people can unwind,
work, or catch up with friends.
➢ Product Life Cycle Analysis:
Current stage: Talk house caffe is likely in the introduction stage. It’s a relatively new cafe, and its
core product (the experience) is still gaining awareness among customers.
1. Introduction: Talk house caffe was initially introduced to the market, with low sales and high
advertising costs.
2. Growth: The cafe is expanding quickly, gaining popularity, and increasing sales.
3. Maturity: Currently, Talk house caffe is well-known, widely distributed, and competitively priced.
4. Decline: While not in decline now, monitoring trends and adapting to consumer preferences is crucial
for long-term success.
➢ Marketing Implications for Each Stage
Marketing Strategy: Focus on creating awareness and attracting early adopters. Emphasize the
unique features (ambiance, friendly staff, free Wi-Fi) to differentiate from competitors.
Tactics: Aggressive advertising, social media campaigns, and special launch events.
Introduction:
Strategy: Create awareness, educate customers, and build a loyal base.
Tactics: Advertising, PR, personal selling, and limited distribution.
Growth:
Strategy: Maximize market share, expand distribution, and enhance the product.
Tactics: Aggressive promotions, expanding to new locations, and improving service quality.
Maturity:
Strategy: Maintain market share, defend against competitors, and optimize profitability.
Tactics: Loyalty programs, diversifying the menu, and cost-effective promotions.
Decline:
Strategy: Extend the product life or manage its decline gracefully.
Tactics:
Extension Strategies:
Product Diversification: Introduce new menu items or themed events.
Geographical Expansion: Open new branches in different areas.
Target New Segments: Attract different customer groups (e.g., families, students).
Decline Management:
Cost Reduction: Streamline operations to reduce expenses.
Harvesting: Gradually reduce investment and focus on profitable aspects.
Exit Strategy: If necessary, consider closing or rebranding.
• Potential Strategies for Extending the Product’s Life Cycle:
• Innovation: Continuously introduce new menu items, seasonal specials, or unique experiences.
• Collaborations: Partner with local artists, musicians, or influencers for events.
• Community Engagement: Host workshops, book clubs, or cultural evenings.
• Loyalty Programs: Reward repeat customers to encourage retention.
• Online Presence: Enhance social media engagement and online ordering.
➢ Recommendation
• More Food Choices: Consider adding new items to the menu, like pastries or sandwiches.
This can attract more customers.
• Reward Loyal Customers: Create a loyalty program. Regulars get discounts or freebies. It
keeps them coming back.
• Be Social: Use social media to share cafe stories and engage with customers. It's like free
advertising.
• Team Up: Partner with local businesses or influencers. Joint events can boost your cafe's
popularity.
• Pricing Matters: Review your prices. Maybe offer special deals during busy hours.
• Great Service: Train staff to be friendly and efficient. Happy customers spread the word.
• Local Search: Make sure your online info is accurate. People should find you easily.
• Rationale and Justification for each Recommendation
• More Food Choices:
- Rationale: Offering a variety of menu options attracts more customers with different tastes.
- Justification: By providing diverse food choices, the cafe can please a wider range of customers and
increase sales.
• Reward Loyal Customers:
- Rationale: Giving perks to repeat customers makes them feel valued and encourages them to come:
- Justification: By rewarding loyalty, the cafe can keep customers coming back and build strong
relationships with them.
• Be Social:
- Rationale: Being active on social media helps the cafe connect with customers and showcase its
personality.
- Justification: Engaging with customers online boosts brand awareness and attracts more visitors to
the cafe.
• team Up:
- Rationale: Partnering with other businesses or influencers can expand the cafe's reach and attract
new customers.
- Justification: Collaborating with others helps the cafe tap into new networks and gain exposure to
potential customers.
• Pricing Matters:
- Rationale: Setting the right prices ensures the cafe remains competitive and profitable.
- Justification: Strategic pricing helps the cafe attract customers while maintaining profitability.
• Great Service:
- Rationale: Providing excellent service keeps customers happy and coming back for more.
- Justification: Investing in service quality creates positive experiences and builds customer loyalty.
• Local Search:
- Rationale: Improving online visibility in local searches helps the cafe attract nearby customers.
- Justification: Optimizing online listings ensures the cafe is easily found by people looking for dining
options in the area.
➢ Conclusion
• Key Insights:
Talk house caffe’s core product is the overall experience, emphasizing ambiance and friendly
interactions.
Competitive pricing, central location, and regular promotions contribute to its success.
Staff training and efficient processes enhance customer satisfaction.
The cafe targets various segments and positions itself as a cozy hangout spot.
• Challenges and Limitations:
Competition: The cafe operates in a competitive market. Sustaining differentiation is crucial.
Market Trends: Keeping up with evolving customer preferences and industry trends.
Operational Efficiency: Managing peak hours and maintaining consistent service quality.
Customer Retention: Ensuring repeat visits and building loyalty.
• Areas for Future Research:
Customer Behaviour: Conduct surveys or focus groups to understand customer preferences,
motivations, and pain points.
Market Segmentation: Explore untapped segments (e.g., tourists, remote workers).
Sustainability: Investigate eco-friendly practices (e.g., reusable cups, waste reduction).
➢ Food categories and prices
Name Prices Name Prices
Tea 40 - 60 Burger 130 - 180
Coffee/Cappuccino 60 - 180 Maggi 70 - 160
Green Tea 70 - 100 Toast 150 - 200
Hot Beverages 100 -140 Pasta 180 - 230
Cold Coffee 12 -180 Wrap 200 - 260
Milkshake / Thickshake 170 - 300 Pizza 130 - 230
Mocktails 100 - 60 Baked Item 360 - 400
Bites 70 - 220
➢ References
Facebook
https://www.facebook.com/talkhousecaffe/
Instagram
https://www.instagram.com/talkhouseindia?igsh=ODM1YnV2eG8zcjZ4
Google map
https://g.co/kgs/Apy3ivB
