Final RK 2

BBA PROGRAMME SHIVAJI UNIVERSITY, KOLHAPUR
CHAPTER - 1
INTRODUCTION TO THE STUDY
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1.1 Introduction
Marketing is a critical aspect of any business that aims to create brand awareness and
generate revenue. A marketing strategy is a plan that outlines the tactics and methods a
business will use to promote its products or services to its target audience. A general
marketing strategy is an approach that can be applied across different industries and
businesses to achieve similar objectives.
A successful marketing strategy requires careful planning and execution. It involves

conducting market research, analyzing data, and monitoring the performance of marketing
campaigns. This information is then used to make data-driven decisions that help businesses
optimize their marketing efforts and maximize their return on investment.
The purpose of this project is to explore the fundamentals of a general marketing strategy
and provide insights into how businesses can develop effective marketing plans. It will cover
various topics such as market segmentation, target audience identification, marketing
channels, and content creation. By the end of this project, readers will have a comprehensive
understanding of the principles of general marketing strategy and how they can be applied to
businesses of different sizes and industries.
One of the most important aspects of a marketing strategy is market segmentation, which
involves dividing the market into smaller groups based on specific characteristics such as age,
gender, income, or interests. By segmenting the market, businesses can create targeted
marketing campaigns that resonate with their audience and drive engagement.
A marketing strategy is a long-term plan for achieving a company's goals by

understanding the needs of customers and creating a distinct and sustainable competitive
advantage. It encompasses everything from determining who your customers are to deciding
what channels you use to reach those customers.
The researcher has studied marketing strategies of Caffa Coffood House, Sangli which
has been presented in the report.
1.2 Objectives
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 To analyse what role social media marketing plays with reference to Caffa
Coffood House.
 To strengthen general marketing strategies of Caffa Coffood House.
 To design a social media as well as general marketing strategy to manage the
online consumers and offline consumers of Caffa Coffood House.
 To give suggestions if any to improve in digital marketing efforts towards the
consumers of the organisation.
1.3 Scope and Importance
Scope of study:
 The scope of study is to understand the social media as well as general marketing.
 The scope of study is to know the marketing strategies effectiveness.
 To discover how digital and general marketing performs the function in Caffa
Coffood House.
 To improve the online and offline presence of the organisation.
Importance of Study:
General marketing strategies play a critical role in promoting a business and its products
or services. One key aspect of marketing is social media, which has become a powerful tool
for businesses to reach their target audience. Social media platforms like Facebook,
Instagram, Swiggy and Web sites offer businesses a cost-effective way to engage with
potential customers, increase brand awareness, and drive traffic to their website.
Offline marketing strategies, on the other hand, involve using traditional marketing
channels to promote a business. These channels include print ads, Hoardings and TV
commercials, and direct mail. While digital marketing has become increasingly popular,
offline marketing still plays an important role in reaching certain audiences.
By combining both online and offline marketing strategies, businesses can create a
comprehensive marketing plan that reaches a wide range of potential customers.
1.4 Research Methodology
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The methodology adapted to access the customer satisfaction was to obtain the customer.
This was done through survey. Primary data and secondary data were collected by the
researcher.
1. Primary data: It is the data collected by the researcher for the specific study.
 By personal observation of the activities done in the Caffa house.
 By interview with the respective company’s owner
2. Secondary data: This method refers to collection of second-hand data: secondary

data available in magazine annual reports, textbook and amp; newspaper,
website/internet, reports and publications etc. is known as secondary data.
Here the required data was collected in the following manner:

Secondary data for this has been collected with the help of company’s website
and Company’s social media accounts.
Internet: http://www.caffaindia.com/
Social Media Accounts: caffa sangli – Instagram
Caffa sangli – Facebook
1.5 Limitation
General marketing strategy has some limitations that can affect the overall
effectiveness of marketing efforts. One limitation is that a general marketing strategy may not
be specific enough to target the needs and preferences of individual customers. This can
result in a lower conversion rate and a lower return on investment. Additionally, a general
marketing strategy may not be able to effectively target different market segments with
different needs and preferences. This can result in a lack of customer engagement and loyalty.
Finally, a general marketing strategy may not be adaptable enough to changing market
conditions, which can lead to missed opportunities and decreased revenue. Therefore, it is
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important for businesses to consider these limitations and tailor their marketing strategies to
address them.
CHAPTER - 2
COMPANY PROFILE
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2.1 History
Caffa Coffood House™ is inspired by the popular coffee house culture of Arabians & Italian,
where people meet and share over hot coffee and hookahs.
Caffa Coffood House is the famous coffee shop in Sangli, and it is the first branch of Caffa.
The owner Mr. Sudarshan Todkar created his first Caffa coffee shop in 2009. And then after
8 years, Mr. Todkar upgraded his company and created his 2nd branch in Baner, Pune. And
after 2 years, Mr. Todkar created his 3rd branch in Kolhapur.
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2.2 Profile: address/people
Sangli Outlet:
Address: Caffa Coffood House, Near Walchand Engineering Collage, Sangli-Miraj Road,
Vishrambag, Sangli 416415.
Pune Outlet:
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Address: 9 & 10, Laxman Park, Opposite Hotel Bhairvee, Baner Road, Baner, Pune.
Kolhapur Outlet:
Address: Plot No.241, General Thorat Marg, Near Maharani Lawns, Behind Mohite House,
Kolhapur, Maharashtra 416003.
2.3 Products and Services
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Coffee and Tea
Hot –
1. Espresso
2. Americano
3. Double Shot
4. Cappuccino
5. Latte
6. Flavoured latte
7. Café mocha
8. Hot Chocolate
Exclusively hot –
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1. Caramel Truffle Latte

2. Irish Layered Coffee
3. Chocolate Caramel Bliss
4. Caramint Choconey Coffee
Cold –
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1. Café Frappe
2. Choco Frappe
3. Mocha Frappe
4. Oreo Shake
5. CAD–B
6. Irish Frappe
7. Honey Frappe
Exclusively Cold –
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1. Choco-mint Milkshake
2. Cool Caramel
3. Choco Hazelnut Shake
4. Affogato
Tea –
1. Black Tea
2. Chai Tea
3. Green Tea
4. Iced Tea
Fizzer –
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1. Strawberry
2. Green-apple
3. Orange
4. Pineapple
5. Litchi
6. Kiwi
Side Order Menu –
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1. Grilled Sandwich
2. Burger
3. Garlic Role
4. Fried Items
5. Salad
6. Sea Food
7. Pasta
8. Pizza
9. Maggi
10. Wraps
11. Rice Bowl
2.4 Manufacturing Process
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Caffa Coffood House make their products in their stores and sell it. The raw materials that
they need is they buy from the local retailers. In their stores, they have the specialised cooks
for making the products. Their products can be made by pure milk, fresh breads, and fresh
fruits.
Manufacturing
process
Raw Material from Manufacturing

To the Customers
Retailers/ Suppliers process Caffa
2.5 Growth of the Company:
Caffa, a coffee company, has been implementing various marketing strategies to drive its
growth. Relationship marketing through WhatsApp and email helps the company build a
strong connection with its customers, leading to loyalty and repeat business. Word of mouth
through references further enhances the company's reputation, as satisfied customers share
their positive experiences with others. Internet marketing through social media platforms
such as Instagram, Facebook, and Swiggy, as well as the company's website, increases
Caffa's visibility and accessibility to potential customers. Transactional marketing through
discount coupons encourages customers to make a purchase, while diversity marketing
through birthday parties and open mic shows attracts a diverse range of customers to the
company. Overall, the combination of these marketing strategies has helped Caffa achieve
consistent growth in its customer base and revenue.
2.6 Organisation Structure
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Owner
Chef
Host / Cook / Wait Staff

Cashier Dishwasher Bussers
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CHAPTER – 3
THEORETICAL BACKGROUND
3.1 Basic Concepts : Meaning and Definition
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Meaning:
A clear marketing strategy should revolve around the company’s value

proposition, which communicates to consumers what the company stands for,
how it operates, and why it deserves their business.
This provides marketing teams with a template that should inform their
initiatives across all the company’s products and services. For example,
Walmart (WMT) is widely known as a discount retailer with “everyday low
prices,” whose business operations and marketing efforts are rooted in that idea.
Definition:
A marketing strategy refers to a business's overall game plan for reaching

prospective consumers and turning them into customers of their products or
services. A marketing strategy contains the company's value proposition, key
brand messaging, data on target customer demographics, and other high-level
elements.
3.2 Characteristics of General Marketing Strategy:
A successful marketing strategy is built on a foundation of several key

characteristics that are essential for achieving business objectives. Firstly, it
should be customer-focused, meaning that it should be tailored to meet the
needs and preferences of the target audience. Additionally, a marketing strategy
should be data-driven, which means that it should be based on accurate and
relevant information about the market, customers, and competitors. The strategy
should also be flexible and adaptable, allowing the business to adjust its tactics
based on changing market conditions and customer behavior. A well-defined
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brand positioning and messaging are also critical components of a marketing

strategy, helping to differentiate the business from its competitors and establish
a clear value proposition. Finally, an effective marketing strategy should be
integrated across multiple channels, including online and offline channels, to
ensure that the business can reach its target audience wherever they are.
3.3 Scope
Scope of General Marketing Strategy :
The scope of a general marketing strategy is vast and encompasses several

critical components that define how a business interacts with its customers and
markets its products or services. The scope of a marketing strategy includes
market research and analysis, which helps businesses understand their target
audience, their preferences, and the competitive landscape. It also involves
defining the company's unique value proposition, creating a brand identity, and
developing a messaging strategy that resonates with the target audience.
Additionally, the scope of a marketing strategy involves identifying the most
effective channels for reaching the target audience, including digital and
traditional media, and creating a comprehensive plan for executing marketing
campaigns across these channels. Finally, the scope of a marketing strategy
includes monitoring and measuring the effectiveness of marketing efforts and
making necessary adjustments to improve performance. A well-crafted
marketing strategy can help businesses achieve their goals and gain a
competitive advantage in their industry.
3.4 Types
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Types of General Marketing Strategy:
1. Paid advertising
This includes multiple approaches for marketing. It includes traditional

approaches like TVCs and print media advertising. Also, one of the most well-
known marketing approach is internet marketing. It includes various methods
like PPC (Pay per click) and paid advertising.
2. Cause marketing
Cause marketing links the services and products of a company to a social cause
or issue. It is also well known as cause related marketing.
3. Relationship marketing
This type of marketing is basically focused on customer building. Enhancing

existing relationships with customers and improving customer loyalty.
4. Undercover marketing
This type of marketing strategy focuses on marketing the product while

customers remain unaware of the marketing strategy. It is also known as stealth
marketing.
5. Word of mouth
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It totally relies on what impression you leave on people. It is traditionally the

most important type of marketing strategy. Being heard is important in business
world. When you give quality services to customers, it is likely that they’d
promote you.
6. Internet marketing
It is also known as cloud marketing. It usually happens over the internet. All the
marketing items are shared on the internet and promoted on various platforms
via multiple approaches.
7. Transactional marketing
Sales is particularly the most challenging work. Even for the largest retailers,
selling is always tough especially when there are high volume targets. However,
with the new marketing strategies, selling isn’t as difficult as it was. In
transactional marketing the retailers encourage customers to buy with shopping
coupons, discounts and huge events. It enhances the chances of sales and
motivates the target audience to buy the promoted products.
8. Diversity marketing
It caters diverse audience by customizing and integrating different marketing

strategies. It covers different aspects like cultural, beliefs, attitudes, views and
other specific needs.
3.5 Advantages and Disadvantages
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ADVANTAGES:
1. Keep you focused
It is common knowledge that a clear plan helps us to be focused on solving our challenges. In
its turn, go-to-market strategy helps to focus on the new market entry. This allows
concentrating on every element that influences your overall strategy.
2. Help to discover USP (Unique Selling Proposition)
Do not imagine that you are selling just your product, you may be in a bad position from a
promoting point of view. People search for answers for issues they have, that is why they
look for products that give those advantages. You become superior to your competitors when
you have a unique selling proposition. It can separate you by showing to clients how your
new product will take care of an issue in a way your competitors will not. At the core of your
brand marketing strategy has to be your unique selling proposition.
3. Meet the needs and wants of the target audience
You have to know exactly what needs your potential customers because you can fail to try to
encourage customers to buy products, no matter how good they are.
You should also know that customers often have a list of requirements. And we help our
clients to define these requirements to choose the best marketing strategy and increase your
future sales. Marketers can also try several hypotheses about your target audience and find
their needs and wants.
4. Promote your business to the potential customers
The study found that more than 75% of business owners consider social media ads and
Google Ads as the top sources for promotion. The social network allows you to find your
target audience, interact with them, share relevant content, and drive traffic to your site. For
most brands, we recommend starting with Facebook and YouTube. Those social networks
have many active users, that is why they are the most powerful ad platforms. Depending on
the target audience, we can also set up ads on LinkedIn, Instagram, and Twitter.
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5. Determine the demand for the product or service
Demand is just another word for “requests from customers.” If you know online demand, you
can plan your next steps and simply feel more confident and secure about the future of your
company. Obviously, it has no sense to be presented on the market where is no need for your
products or services. We use online tools that allow us to find out today’s search trends and
which are only gaining popularity. Our team can also explore how to use Google data to
create quality content on your website, keep up with the latest trending searches, see what
was popular on Google by year.
6. Build brand awareness
Branding is the recognition of your product or service by its name. I think you want to be
remarkable for the clients. So, our team can help to develop a solid brand strategy. It will help
to promote your product or service on the new market. Branding allows you to compete with
more experienced and recognizable companies. You should anticipate building a noticeable
brand that can draw the attention of your potential clients. You should concentrate on
authenticity so your business can dominate but only with a careful brand strategy.
DISADVANTAGES:
1. Long to create the go-to-market strategy
I partly agree with this disadvantage. But if you hire us, you can continue doing your business
while we are developing your go-to-market strategy. Our team understands that you want to
see the results as soon as possible, but in any case, we should do it effectively. The creation
of the go-to-market strategy takes no less than seven weeks, but no more than three months.
Usually, we need three months to show you our findings. I am sure that you have other
important challenges to solve at this time.
2. Difficult to develop the robust go-to-market strategy
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I agree that it can be difficult to create a strong go-to-market strategy for the business owners
but not for the professionals. Digital market entry is the sweet spot of our firm. My
colleagues create a market entry strategy based only on solid and verified data. We are
responsible for what we do. The digital market entry strategy is the best one if you run or if
you want to run a successful online business. We can help you to test the new market without
big investments. It can save your budget at the initial stage and put it, for example, into
promotion.
3. Go-to-market strategy is expensive
I partly agree with these statements. But are you sure that it is better to enter a new market
blind? In this way, you will not be able to save your business investments when your brand
fails. Your cash losses can be huge, and you can even lose the business. No one wants to have
such problems. It is more reasonable to spend a small part of the budget on doing go-to-
market strategy. Thus, you will be sure that business investments are safe.
4. Tough to target all potential customers
I completely disagree with this statement. Digital go-to-market strategy can target all groups
of the customers, find their pain points and needs, set effective social media ads. We collect
only relevant and useful information about the target audience and recommend how to use it
in practice. As a result, we target all potential customers on the new market.
5. Difficult to determine demand
I agree that it is hard to investigate the demand on the market because it changes all the time.
We determine the demand on the market during market research. The results of market
research provide insight into the target market, help to identify opportunities, recognize
market shifts, monitor the competition, and mitigate risk in business decision-making.
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6. Difficult to adjust the strategy to the culture of the new market
It is hard to present your product or service to the new cultural groups of customers. But we
can give you all the necessary information about them and use it to adjust the strategy to the
culture of the new market. I can see only benefits in the new market culture. When a
company is presented in many markets, you interact with different cultures every day. It can
give you good lessons. It makes your business stronger by selling the products or services to
more people.
3.6 Functions
Functions of General Marketing Strategy:
1. Promotion
Promotion fosters brand awareness while educating target audiences on a brand's products or
services. It emphasizes introducing potential consumers to your brand. This function of
marketing varies in form, and marketing professionals tailor each form to relate to a
particular product, brand or target audience. Promotion may include any of the following
strategies:
 Email marketing
 Social media advertisements
 Public relations
 Digital or print advertising
 Content marketing
 Brand partnerships
 Influencer marketing
 Events
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Each of these methods attempts to generate conversation and excitement about a product or
service. However, the promotion itself often requires the support of other marketing functions
to be successful.
2. Selling
Selling is a function of marketing that comprises communicating with potential customers

and pursuing sales leads. It's important for marketing professionals to pursue sales leads with
subtlety, which helps them build relationships with potential customers. As communication
with a potential customer progress, successful marketers may introduce their product and
answer questions customers may have. Effective selling techniques can help you distinguish
your brand from competitors. Marketers and salespeople may collaborate to determine how to
best position their product within their market and sell it to potential customers.
3. Product management
Product management includes the development, design and improvement of products or

services. The role of a marketer in product management is to ensure that a finished product
meets customer needs. This includes examining the overall visual of the product, its
usefulness and how it's delivered. Some product management strategies include:
 Analysing competitors: Researching and analysing your competitors equips you with
information to develop a product that rivals or surpasses theirs.
 Communicating with customers: This strategy provides helpful insight into ways to
improve your products before they reach the market.
 Implementing feedback: It's important for marketing professionals to gather feedback
from several areas—both inside and outside their organization—to improve their
production processes.
 Conducting market research: Researching similar products helps a marketing team
determine what customers want and how to satisfy them.
 Coordinating with other departments: Collaborating with other teams in your
organization prepares your entire company to release a product, generate ideas for
distribution and deliver products seamlessly.
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4. Pricing
Establishing a price for a product incorporates several factors of cost and value. Ideally,
marketers find a price between customers' perceptions of a product's value and the actual cost
of producing it. Other factors include the price your competitors set and the amount
customers might pay for your product. Marketing professionals consider these elements when
deciding how to price a particular product or service.
It can be challenging to determine a price for your product, but using in-depth market
research can help you make an informed decision. Whatever price you choose for your
product, it's important for your promotions and branding to match its price. For example, if
you sell a handbag for $1,000, you might market it as a luxury item. This emphasizes your
product's value, which could convince customers to purchase your item.
5. Marketing information management
You can optimize your marketing strategies when you focus on data and information. It's
important to collect and store data, such as customer preferences and demographics. Often,
this data directly relates to your target audience for your products and services. This also can
inform effective business decisions for the entire company, so consider sharing your data and
findings with other departments, as well.
You can gather relevant information from various marketing tools, such as:
 Surveys
 Online reviews
 Social media engagements
 Market research reports
Each marketing tool provides unique data and feedback, so choosing the right one depends on
your specific needs. For example, if your team wants to measure the effectiveness of your last
social media campaign, you could research the number of followers that your brand's
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accounts gained during the campaign. This can help you determine whether your efforts
succeeded in increasing social media engagement.
6. Financing
Financing is a marketing function that involves securing funding—either internally or

externally—to create marketing campaigns. It's important for marketing teams to secure
enough availability in their annual budget to improve previous marketing campaigns and
remain updated with industry trends.
A marketing team can demonstrate its added value to its company if revenue continues to
increase due to high-quality marketing campaigns. This upward trajectory might also allow
that team to secure future funding, as they can demonstrate a quantifiable positive return on
their investment.
7. Distribution
Distribution is the process of transporting your company's products or services to your

customers. There are several physical and digital methods of distribution, including:
 Online stores
 Catalogues or magazines
 Sales calls
 Retail stores
 Wholesalers
Marketers often choose the channel of distribution that best fits a particular product, brand or
target audience. It's important to choose a location to sell your product that your target
audience often visits. Distribution is a function of marketing that requires collaboration
across departments to ensure that each product reaches your consumers in its intended
fashion.
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3.7 Importance of Basic Concepts :
The world connects through the internet, and social media networks are present
in the lives of millions around the world. Social media is becoming one of the
most important aspects of digital marketing which provides incredible benefits
by reaching millions of customers worldwide. They help you to connect with
the customers, increase your brand awareness, and boost your leads and sales.
Here are the five reasons of importance of social media marketing in business:
• Cost-Effective
As anyone can do social media marketing even with investing huge cost, it is
possibly the most cost-effective way for an advertising strategy. You can create
an account and sign up for free on almost all social networking platforms. Being
cost-effective is crucial as it helps you accomplish a greater return on
investment and helps you to hold a larger budget for other marketing and
business payments.
• Engaging Customers
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One of the best reasons for your business to be marketing through social media
is that your customers are already spending time on these platforms. It is a good
way to engage and interact with customers on a personal level. By performing
simple market research can help you determine which social networks your
target audience uses the most. Additionally, by communicating and engaging
with your customers, you can win their attention and convey your brand
message. That way you can reach more audience in real time and established
yourself in the market.
• Improves Brand Loyalty
Having a social media presence makes it easier for your customers to find you
and connect with you. This will help in improving customer retention and
customer loyalty. Since developing a loyal customer base is one of the main
goals of any business, social media should be in your strategy. Usually, brand
loyalty and customer satisfaction go hand in hand. Social media is not limited to
just introduce your product; it can also be used for promotional campaigns. A
customer considers these to be as service channels where they can directly
communicate with the business.
• Increases Traffic
One of the major benefits of social media is that it helps to increase your
website traffic. By sharing your content on social media, you are providing
users to click through your website and visit it for more information. The more
quality content you share on your social account, the more inbound traffic you
will generate while making conversion opportunities.
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• Enhances SEO Rankings
In calculating rankings, presence in social media is becoming an essential

factor. The algorithm that secures a successful ranking keeps evolving.
Nowadays, it is no longer enough to simply optimize your website and update
your blog regularly. Successful brands tend to have a healthy social media
presence. This presence act as a signal to the search engines that your brand is
valuable, credible and trustworthy.
Today, it is almost impossible for any business to thrive without a social media
presence. It is a low-cost method of connecting with customers and creating
brand awareness. Regular updates of the right social media marketing strategy
will lead to an increase in traffic, a better SEO, improvisation in brand loyalty
and much more. So take the first step and create a profile, the earlier you start,
the faster you will see growth in your business.
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CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
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Marketing strategies followed by Caffa:
 Relationship Marketing: Through Whatsapp and E-mail
 Word of Mouth: Through References.
 Internet Marketing: Through Instagram, Facebook, Swiggy and Website of Caffa
 Transactional Marketing: Through Discount Coupons
 Diversity Marketing: Through Birthday Parties, Open-Mic show
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General Marketing Strategies of Caffa through social media platforms:
 Instagram:
This is the screenshot of Caffa’s offer that they give customers a discount coupon. And with
the help of this coupon customer can get benefit and get discount on coffee as well as food.
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These are screenshots of Caffa's Instagram page and its posts. The majority of the customers
come to Caffa and benefit from the offers by visiting these social media pages.
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 Facebook:
Above screenshots are of the Caffa’s Facebook’s page. And this is their second-best social
media page after Instagram and many number of people visit their Facebook’s page and get
attracted to it.
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 Swiggy:
Here is the screenshot of Caffa’s Swiggy page. And here we can see the discount offers and
schemes for home delivery.
Website of Caffa:
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Answers No. of Respondents Percentage

Male 90 97.80%
Female 2 2.80%
Total 92 100%
Q. 1
Gender
Gender
2.80%
97.80%
Male Female
Interpretation:
Most of the customers who visits Caffa are male customers than female customers as
per our survey. Above analysis is based on the responses that collected from some
customers.
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Occupation No. of Respondents Percentage

Student 77 83.7%
Businessmen 5 5.4%
Employee 10 10.9%
Total 92 100%
Q. 2 Occupation of respondents
Occupation of Respondents
10.90%
5.40%
83.70%
Student Businessmen Employee
Interpretation:
Majority of the respondents are students as they are the major customers of caffa, very
few employees and businessmen visit Caffa regularly.
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Age No. of Respondents Percentage

19 – 21 42 45.7%
22 – 24 40 43.5%
Above 25 9 11%
Total 92 100%
Q.3 Age of the respondents:
Age of the Respondents

50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
19 - 21 22 - 24 Above 25
Age of the Respondents
Interpretation:
Many of the respondents are the teenagers which have age between 19-21 who visits
Caffa, and then people who have age between 22-24 are the respondents who visits
Caffa regularly, and there are very less respondents who have age of above 25.
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Area/Address No. of Respondents Percentage

100ft Road 9 9.84%
Gaonbhag 15 16.30%
Haripur 20 21.73%
Hirabhag corner 10 10.86%
Vakharbhag 8 8.69%
Kolhapur road 10 10.86%
Q.4
Sangli City 10 10.86%
Vishrambhag 10 10.86%
Address/Area of the respondents:
Address/Area of the respondents

Vishrambhag 100ft Road
11% 10% 100ft Road
Sangli city Gaonbhag
11% Gaonbhag Haripur
16%
Hirabhag corner
Vakharbhag
Kolhapur road
Kolhapur road Sangli city
11% Vishrambhag
Vakharbhag Haripur
9% 22%
Hirabhag corner
11%
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CIMDR, Sangli
Interpretation:
Large number of respondents are from Haripur, Gaonbhag, Hirabhag Corner,

Kolhapur Road, Sangli city and Vishrambhag who visits Caffa. There are very less
respondents who are from Vakharbhag and 100ft road who visits Caffa.
Q. 5 Where have you seen advertisement of Caffa?
Seen Advertisement No. of Respondents Percentage

Instagram 63 68.5%
Facebook 12 13%
Website of Caffa 2 2.2%
Swiggy 4 4.3%
Hoardings 3 3.3%
All of the above 8 8.7%
Total 92 =100%
Seen Advertisement
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Instagram Facebook Website of Swiggy Hoardings All of the
Caffa above
Percentage
Interpretation:
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CIMDR, Sangli
Majority of the respondents who have seen the advertisement of Caffa are from
Instagram, Facebook is their second best social media page and few of the
respondents have seen the advertisement of Caffa at their Facebook page. There are
very less respondents who have seen Caffa’s advertisement on Hoardings, Swiggy
and Website of Caffa.
Q.6 Have you seen frequently any offers/schemes of Caffa on any of the social media
platforms?
Offers/Schemes No. of Respondents Percentage

Yes 51 55.4%
No 41 44.6%
Total 92 100%
Offers/Schemes of Caffa seen on their Social Media Platforms
44.60%
55.40%
Yes No
Interpretation:
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CIMDR, Sangli
There are large number of respondents who have seen the offers/schemes of Caffa on
their social media platforms. And also, there are many respondents who haven’t seen
any offers/schemes of Caffa.
Q.7 Have you availed the benefits from social media accounts?
Availed Benefits from Social Media No. of Respondents Percentage

Accounts
Instagram 46 50%
Facebook 26 28.3%
Website of Caffa 7 7.6%
Swiggy 13 14.1%
Total 92 100%
Availed Benefits from Social Media Accounts
Swiggy
Website of Caffa
Facebook
Instagram
0% 10% 20% 30% 40% 50% 60%
Availed Benefits from Social Media Accounts
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CIMDR, Sangli
Interpretation:
Majority of respondents have availed the benefits from Instagram page of Caffa and
also there are some respondents who have availed the benefits from Facebook and
Swiggy. And there are very less number of respondents who have availed the benefits
from Website of the Caffa.
Q.8 Which platform gives more tempting offers?
Tempting offers on Social Media Platforms No. of Percentage

Respondents
Instagram 33 35.9%
Facebook 37 40.2%
Website of Caffa 11 12%
Swiggy 12 12%
Total 92 100%
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CIMDR, Sangli
Tempting offers on Social Media Platforms

45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Instagram Facebook Website of Caffa Swiggy
Tempting offers on Social Media Platforms
Interpretation:
Large number of respondents have addressed that Caffa’s Instagram page and
Facebook page gives more tempting offers. And Caffa’s website and their Swiggy
handle have less tempting offers than Instagram and Facebook.
Q.9 How many times you have availed the benefits?
Times that availed benefits No. of Respondents Percentage

Once 14 15.2%
Twice 33 35.9%
Thrice 29 31.5%
More than 3 times 16 17.4%
Total 92 100%
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CIMDR, Sangli
Times that availed benefits
17.40% 15.20%
31.50% 35.90%
Once Twice Thrice More than 3 times
Interpretation:
Many respondents have availed the benefits from Caffa are twice to thrice times and
there are less number of respondents who have availed the benefits for at least once
and more than 3 times.
Q.10 How many times you have visited Caffa?
Times that visited Caffa No. of Respondents Percentage

Daily 9 9.8%
Weekly 24 26.1%
Fortnightly 32 34.8%
Monthly 18 19.6%
Never 9 9.8%
Total 92 100%
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CIMDR, Sangli
Times that visited Caffa
Never
Monthly
Fortnighly
Weekly
Daily
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Times that you have visited Caffa
Interpretation:
Most of the respondents visits Caffa fortnightly and Weekly. There are some few
respondents who visits Caffa monthly. And very less number of respondents visits
Caffa daily and also there are some respondents who didn’t visited Caffa.
Q.11 Purpose of visiting Caffa?
Purpose of Visiting Caffa No. of Respondents Percentage

Birthday Celebration 20 21.7%
Party 12 13%
Get together 27 29.3%
Casually 10 10.9%
Dating 17 18.5%
Business meeting 6 6.5%
Total 92 100%
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CIMDR, Sangli
Purpose of Visiting Caffa

35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Birthday Celebration Party Get together Casually Dating Business Meeting
Purpose of Visiting Caffa
Interpretation:
Many of the respondents visits Caffa for get together and birthday celebration. Also,
there are some respondents who visits Caffa for partying, dating. And some of
respondents visits Caffa casually and for business meeting.
Q.12 How much time do you spend in Caffa?
Time Spend in Caffa No. of Respondents Percentage

Min. half an hour 13 14.1%
1 – 2 hour 36 39.1%
2 – 3 hour 30 32.6%
More than 3 hours 13 14.1%
Total 92 100
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CIMDR, Sangli
Time Spend in Caffa
14.10% 14.10%
32.60%
39.10%
Min. half an hour 1 - 2 hour 2 - 3 hour More than 3 hours
Interpretation:
Majority of the respondents spends 1-2 hour and 2-3 hours in Caffa whereas there are
small number of respondents who spends minimum half an hour and more than 3
hours in Caffa.
Q.13 What do you prefer in Caffa?
Most preferred in Caffa No. of Respondents Percentage

Coffee and Cookies 11 12%
Food and Coffee 51 55.4%
Only Coffee 14 15.2%
Only Food 16 17.4%
Total 92 100%
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CIMDR, Sangli
Most preferred in Caffa
Only Food
Only Coffee
Food and Coffee
Coffee and Cookies
0% 10% 20% 30% 40% 50% 60%
Most preferred in Caffa
Interpretation:
Most of the respondents prefer food and coffee in Caffa. There are some respondents
who prefer Only food and Only coffee in Caffa. And there are very less number of
respondents prefer coffee and cookies in Caffa.
Q. 14 How did you hear about the Caffa?
Hear about the Caffa No. of Respondents Percentage

Reference 21 22.8%
Social Media 69 75%
Word Mouth 29 31.5%
Hoarding 12 13%
News 9 9.8%
Total 92 100
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CIMDR, Sangli
Hear about the Caffa

80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Reference Social Media Word Mouth Hoarding News
Hear about the Caffa
Interpretation:
Majority of the respondents hear about Caffa through social media. Also, there are
some respondents who hear about Caffa through some people’s reference and from
word of mouth. And there are very few respondents who hear about Caffa through
hoarding and news.
Q. 15 Please rate your experience for the following:
Experience rating 1 2 3 4 5 Total

Taste of Food items 0 4 6 128 280 418
Taste of coffee Items 0 2 6 168 235 411
Variety of Food Items 0 4 3 84 340 431
Variety of Coffee items 0 2 9 172 225 408
Service 1 2 12 80 330 425
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CIMDR, Sangli
Price 0 2 9 164 235 410

Ambience 0 2 6 104 315 427
Staff Behavior 0 8 39 184 145 376
Health Benefits 0 2 3 88 340 433
Experience Rating
440
430
420
410
400
390
380
370
360
350
340
Taste of Taste of Variety of Variety of Service Price Ambience Staff Health
food items coffee food items coffee Behavior Benefits
items items
Experience Rating
Interpretation:
Researcher has identified 9 parameters on which the opinion of respondents is

recorded on the scale of 1 to 5. The above calculations are based on weighted score
and ranking. The Respondents have given high score to these 4 parameters which are
health benefits, variety of food items, ambience, service. On the other side parameter
taste of food items, taste of coffee items, price, variety of coffee items, and staff
behavior has got minimum score which shows they need to improve these 5
parameters to increase the customer’s ratings.
Q. 16 Please rate the following facilities:
Facility ratings 1 2 3 4 5 Total

Wi-fi 0 1 24 124 260 409
Parking 0 4 9 196 190 399
Customised Coffee 0 2 6 128 285 421
Conference room 0 2 15 144 250 411
Study room 0 2 15 120 280 417
Library 0 6 3 144 260 413
53
CIMDR, Sangli
Smoking Zone 0 2 12 104 305 423
Facility Ratings
Smoking Zone
Library
Study Room
Conference Room
Customised Coffee
Parking
WI-FI
385 390 395 400 405 410 415 420 425
Facility Ratings
Interpretation:
The Respondents have given high score to these 3 parameters which are smoking
zone, customized coffee, study room in above bar diagram. Whereas on the other side
parameters in given bar diagram library, conference room, wi-fi, and parking has got
minimum score which shows they need to improve these 4 parameters to increase the
ratings of their facilities.
54
CIMDR, Sangli
CHAPTER – 5
FINDINGS AND OBSERVATIONS
5.1 Findings and Observations:
 Caffa employs Relationship Marketing tactics by utilizing Whatsapp and E-mail to

maintain a connection with their customers.
 Word of Mouth is a crucial part of Caffa's marketing strategy, as they rely on
customer referrals to attract new business.
 Internet Marketing is a significant component of Caffa's marketing approach, using
social media platforms such as Instagram and Facebook, as well as online food
55
CIMDR, Sangli
delivery services like Swiggy to reach their target audience. They also have a website
to promote their brand.
 Transactional Marketing techniques, such as Discount Coupons, are employed by
Caffa to encourage customers to make purchases and remain loyal.
 Caffa also uses Diversity Marketing tactics, such as hosting birthday parties and open
mic shows, to appeal to a broad range of customers and create a memorable
experience.
 With the help of this analysis, we got to know that so many male people come there
only because they provide a smoking zone.
 Majority of the respondents are students as they are the major customers of caffa.
 Majority of the customers have the age between 19-21 and 22-24.
 Most of the customers come from Haripur, Gaonbhag, Vishrambhag, and Kolhapur
Road area.
 Large number of people have seen the advertisement on Instagram and Facebook.
 Many of the customers have seen the offers/schemes of Caffa on their social media
platforms.
 Instagram, Facebook and Swiggy are the three social media platforms of Caffa that
the customers have availed the benefits.
 Customers have availed the benefits twice and thrice times.
 Instagram and Facebook give more tempting offers to customers.
 Customers visit Caffa fortnightly and weekly.
 Many customers visit the Caffa for get together, birthday celebrations and dating.
 The average time that customers spend in Caffa is about 1-2 hours and 2-3 hours.
 Food and Coffee is the most preferred option by customers in Caffa.
 Many customers found Caffa through social media, word of mouth, and from
references.
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CIMDR, Sangli
CHAPTER - 6
SUGGESTIONS AND CONCLUSION
6.1 Suggestions
 With the help of our collected analysis, we got to know that there’s a less number of
female customers and that’s the thing that Caffa should need to work on this and
should attract more female customers.
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CIMDR, Sangli
 Caffa should improve the conference room and some related facilities to attract the
customers like businessmen and employees. With the help of this collected data, there
are very small number of respondents are businessmen and employees.
 There are very few respondents of having age above 25 and who visits Caffa
regularly. Caffa should take the reviews of these customers and should improve the
things that these customers wanted.
 They should maintain their website up to date for getting more customers through
website of Caffa.
 Caffa should improve Wi-Fi, Parking, Conference room, Library these facilities to get
more customer retentions.
 From this collected analysis, we got to know that respondents are not happy with the
staff behaviour and price. Caffa should improve the organizational behaviour and give
customers good service.
6.2 Conclusion
Caffa has implemented a well-rounded marketing strategy that incorporates various

tactics to attract and retain customers. The use of Relationship Marketing techniques such as
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CIMDR, Sangli
Whatsapp and E-mail, Transactional Marketing methods like Discount Coupons, and
Diversity Marketing strategies such as hosting events have helped Caffa appeal to a broad
range of customers. The reliance on Word of Mouth has also proven to be an effective way to
generate new business. The analysis shows that social media platforms like Instagram and
Facebook have been a significant driver of customer engagement for Caffa, with Swiggy also
playing a role in reaching the target audience. Additionally, the study reveals that customers
come to Caffa for social gatherings, and food and coffee are the most preferred options.
The findings suggest that Caffa's marketing efforts have resonated well with the target
audience. However, the company can further enhance its marketing strategy by focusing on
attracting customers from areas beyond Haripur, Gaonbhag, Vishrambhag, and Kolhapur
Road. Additionally, they can leverage the popularity of Instagram and Facebook to offer
more enticing offers and promotions to attract customers. The data also indicates that Caffa
has a loyal customer base, with many customers availing of the benefits twice or thrice.
Therefore, the company should focus on building long-term relationships with customers and
continue to provide memorable experiences that keep them coming back.
Based on the analysis and interpretation the findings and suggestions given for
the firm as per calculations.
Finally project really helps in knowing the practical things of the business.
BIBLIOGRAPHY
Books:
 Chaffey, D. & Ellis-Chadwick, F., 2012. Digital Marketing: Strategy, Implementation

and Practice. 5 ed. Harlow: Pearson Education.
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CIMDR, Sangli
Website:
 https://sites.google.com/view/managementdelve
 https://www.investopedia.com
APPENDICES
Questionnaire:
1. Gender:
a. Male
b. Female
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CIMDR, Sangli
2. Occupation of the respondents:

a. Student
b. Businessmen
c. Employee
3. Age of the respondents:

a. 19 – 21
b. 22 – 24
c. Above 25
4. Address/Area of the respondents:

a. 100ft road
b. Gaonbhag
c. Haripur
d. Hirabhag Corner
e. Vakharbhag
f. Kolhapur road
g. Sangli city
h. Vishrambhag
5. Where have you seen the advertisement of Caffa?

a. Instagram
b. Facebook
c. Website of Caffa
d. Swiggy
e. Hoardings
f. All of the above
6. Have you seen any offers/schemes of Caffa on any of the social media platforms?
a. Yes
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CIMDR, Sangli
b. No
7. Have you availed the benefits from social media accounts?

a. Instagrams
b. Facebook
c. Website of Caffa
d. Swiggy
8. Which platform gives more tempting offers?

a. Instagram
b. Facebook
c. Website of Caffa
d. Swiggy
9. How many times you have availed the benefits?

a. Once
b. Twice
c. Thrice
d. More than 3 times
10. How many times you have visited the Caffa?

a. Daily
b. Weekly
c. Fortnightly
d. Monthly
e. Never
11. Purpose of visiting Caffa?
a. Birthday Celebration
b. Party
c. Get together
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CIMDR, Sangli
d. Casually
e. Dating
f. Business meeting
12. How much time do you spend in Caffa

a. Min. half an hour
b. 1 – 2 hour
c. 2 – 3 hour
d. More than 3 hours
13. What do you prefer in Caffa?

a. Coffee and Cookies
b. Food and Coffee
c. Only Coffee
d. Only Food
14. How did you hear about the Caffa?

a. Reference
b. Social Media
c. Word Mouth
d. Hoarding
e. News
15. Please rate the following experience:
Experience rating 1 2 3 4 5
Taste of food items
Taste of Coffee items
Variety of food items
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CIMDR, Sangli
Variety of Coffee items

Service
Price
Ambience
Staff Behaviour
Health Benefits
16. Please rate the following facilities:
Facility rating 1 2 3 4 5
Wi-Fi
Parking
Customised Coffee
Conference Room
Study Room
Library
Smoking Zone
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CIMDR, Sangli

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BBA PROGRAMME SHIVAJI UNIVERSITY, KOLHAPUR

INTRODUCTION TO THE STUDY

A successful marketing strategy requires careful planning and execution. It involves

A marketing strategy is a long-term plan for achieving a company's goals by

1.3 Scope and Importance

1.4 Research Methodology

2. Secondary data: This method refers to collection of second-hand data: secondary

Here the required data was collected in the following manner:

Social Media Accounts: caffa sangli – Instagram

Caffa sangli – Facebook

2.2 Profile: address/people

2.3 Products and Services

Coffee and Tea

1. Caramel Truffle Latte

Side Order Menu –

2.4 Manufacturing Process

Raw Material from Manufacturing

2.5 Growth of the Company:

2.6 Organisation Structure

Host / Cook / Wait Staff

3.1 Basic Concepts : Meaning and Definition

A clear marketing strategy should revolve around the company’s value

A marketing strategy refers to a business's overall game plan for reaching

3.2 Characteristics of General Marketing Strategy:

A successful marketing strategy is built on a foundation of several key

brand positioning and messaging are also critical components of a marketing

Scope of General Marketing Strategy :

The scope of a general marketing strategy is vast and encompasses several

Types of General Marketing Strategy:

This includes multiple approaches for marketing. It includes traditional

This type of marketing is basically focused on customer building. Enhancing

This type of marketing strategy focuses on marketing the product while

It totally relies on what impression you leave on people. It is traditionally the

It caters diverse audience by customizing and integrating different marketing

3.5 Advantages and Disadvantages

1. Keep you focused

2. Help to discover USP (Unique Selling Proposition)

3. Meet the needs and wants of the target audience

4. Promote your business to the potential customers

5. Determine the demand for the product or service

6. Build brand awareness

1. Long to create the go-to-market strategy

2. Difficult to develop the robust go-to-market strategy

3. Go-to-market strategy is expensive

4. Tough to target all potential customers

5. Difficult to determine demand

6. Difficult to adjust the strategy to the culture of the new market

Functions of General Marketing Strategy:

Selling is a function of marketing that comprises communicating with potential customers

Product management includes the development, design and improvement of products or

5. Marketing information management

Financing is a marketing function that involves securing funding—either internally or

Distribution is the process of transporting your company's products or services to your

3.7 Importance of Basic Concepts :

• Improves Brand Loyalty

• Enhances SEO Rankings

In calculating rankings, presence in social media is becoming an essential

DATA ANALYSIS AND INTERPRETATION