Marketing Plan for Internet Cafes in India

Marketing Plan for INTERNET CAF?S IN INDIA

Table Of Contents

1 Executive Summary 2

2 Situation Analysis 3

2.1 Market Summary 4

2.1.1 Market Demographics 5

2.1.2 Market Needs 6

2.1.3 Market Trends 7

2.1.4 Market Growth 9

2.2 SWOT Analysis 10

2.3 Competition 14

2.4 Services 14

2.5 Keys to Success 16

2.6 Critical Issues 16

2.7 Macro Environment 17

3.0 Marketing Strategy 17

3.1 Mission 18

3.2 Marketing Objectives 19

3.3 Financial Objectives 20

3.4 Target Marketing 20

3.5 Positioning 22

3.6 Strategy Pyramids 22

3.7 Marketing Mix 24

3.7.1 Services and Service Marketing 24

3.7.2 Pricing 24

3.7.3 Promotion 25

3.7.4 Service 26

3.8 Marketing Research 27

4.0 Financials, Budgets, and Forecasts 27

4.1 Break-even Analysis 28

4.2 Sales Forecast 29

4.3 Expense Forecast 30

4.4 Linking Sales and Expenses to Strategy 32

4.5 Contribution Margin 33

5.0 Controls 34

5.1 Implementation Milestones 35

5.2 Marketing Organization 36

5.3 Contingency Planning 37

Executive Summary

The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in this Internet Cafe business plan a reality in the year 2003 in few states in India. This plan is for Indian Markets only.

Internet Cafe, unlike a typical cafe, provides a unique forum for communication and entertainment through the medium of the Internet. Internet Cafe is the answer to an increasing demand. The public wants: (1) access to the methods of communication and volumes of information now available on the Internet, and (2) a place to socialize and share these experiences with friends and colleagues.

Marketing will play a vital role in the success of Internet Cafe. Internet Cafe must build a brand around the services it offers by heavily promoting itself through local television, radio, and print advertising. Marketing efforts are just beginning by the time a potential customer enters Internet Cafe for the first time. A strong emphasis will be put on keeping customers and building brand loyalty through programs focused on staffing, experience, and customer satisfaction.

Target markets include:

• Students from nearby housing centers.

• Business people from the downtown business centers and professional buildings.

• Seniors from nearby retirement facilities.

• Family members – People who have relatives abroad. This group is very large in few states in India especially states like Kerala where minimum one member from each family living abroad.

Situation Analysis

Internet Cafe opened its doors for business a little over a year ago. Business is good, and customers have been impressed with our offerings, but we need to focus our efforts on implementing the strategies, programs, and tactics outlined in the original business plan.

Differentiating ourselves from other more traditional cafes has given us the ability to effectively compete on the beverage and pastry side of the business with the already entrenched competition. Sales are brisk and in-line with projections.

The Internet services side of the