BOOK WORM CAFE

Where hunger meets hobby

 Can reading be a hobby?
• Reading is an incredibly inexpensive hobby that provides so
many benefits.
• A single good-sized book will provide you with many hours of
entertainment
• A single good-sized book can be acquired for practically
nothing at your local library or used bookstore or even from e-
store
• A book can be read in small pieces when you have a five
minute gap or in large chunks and even with sandwich and
coffee in hand
 Can there be a new market for this
hobby
We generally find book stores , libraries and e-store from where we
can buy and or issue Books.
But generally this stores lack something

Culture Social
Literacy Gathering

Dining or
Cafe
 What is the answer
The answer to previous Question is :
Book Café
The Book Café provides a great chill-out
place for people who want to relax in casual
and cosy atmosphere
The indoor dining area resembled a large
living room with big inviting sofas, soft lights
and book shelves to complement its intimate interior
that allows guests to dine-in with comfort
 Some data to support our claim
We conducted a survey which substantiated our claim
Favourability of product in terms of different attributes

Book Reading
Sl No. Attributes Store Café E-book store

1 Mode of Reading

1a Hard Copy   

1b E-book   

2 Accessibility   

3 Rental option   

4 Affordability of book reading  

5 Accompaniment of Food/ Beverages   

6 Facility of Reading   

7 Family Event   

8 Supporting Environment   
 Percent Preference of Important Attributes
Product Offering

Preference Reading E-book

Sl no. Attributes % Book Store Café store

1 Hard Copy Reading 49%   

2 E-Book Reading 7%   

3 Book on Rental Basis 34%   

4 Buying 66%   

5 Requirement of Environment for reading 59%   

6 Accompaniment of Food/ Beverages 60%   

7 Family Event 71%   

8 Free Wi-Fi 19%   

 SWOT analysis
Strength Weakness Opportunity Threat
Establishing Reading as
a habit
Reasonable price High Initial Investment Partner with other Growing competition.
One Stop solution for business
every age group

Favourable solution for High Inventory Stock Expansion in India Difficult to manage avid
family outing readers in case of high
footfall
No direct competition Growing E-commerce Environmental issue and
increasing awareness
for E-books.

Growing a loyal
customer base
 Segmentation
Category-wise Readership Effect of Reading on Life

Category % Readership Effect Favourable Response %

Fiction 41%
Better Managed 46%
Children Magazine/ Novel 25%

Business Related 41% Help in socializing 41%

Informative 65%
Knowledge enhancement 89%

Biographies 34%

No Change 1%
Others 29%
 Segmentation Approaches
Market Segmentation Approaches

Geographical Demographic Psychographic Behavioural

Urban Any Age Group Modern Lifestyle Loyalty will be high

Semi-Urban Any Gender Reading as a habit is very important Weekends/ Holidays are most
favourable time

Income Group Above 40k average Benefits will be high for all round
monthly income development

Buyer is up for book collection

Buyers looking for higher benefits

like one stop option for family outing
 Targeting
• The great potential lies under the segment for the income group
of monthly income more than 40k living in tier 1 & 2 cities and are
looking to go out.
• They can come, read and dine together with the family to add
value in their lives.
• A great way for social interaction in fast paced urban life

Target Market Strategy: We are trying to reach the market with

differentiated market strategy for urban, semi urban and rural
areas
Positioning
Points of Parity here is that we provide reading material to the
consumers.

Points of Differentiation here is that we are providing a whole new

experience of reading with the dining facility

Traditional Book Store E-Book Store

Points of Parity Points of Difference Points of Parity Points of Difference

Availability of Soft Copy Availability of Har copy

Availability of Hard copy Availability of Snacks & Beverages

Point of Sale Borrowing Facility

Borrowing Facility Reading Experience
Reading Experience
E-book Availability Family Event Possibility
Family Event Possibility

Point of Sale Availability of Snacks & Beverages

 Perceptual Maps
Affordability of Reading

Reading Café

Reading Experience

E-book Store

Book-Store

Customer Value Proposition: As our product category is still new

and growing so here we have the lack of competitors (e.g. Normal
Book Store, E-book Store, Cha Bar and Readers Café) but still our
product is differentiated on the basis of Experience & Borrowing
option available in our product
 Conclusion
After analysing the marketing plan developed for the reading café
is a highly beneficial plan as India has a growing economy and
has a growing literacy rate the future of reading books in India is
quite good in the market
Considering all the pros and cons discussed about the launch of a
reading book café and analysing the facts and figures obtained
from primary as well as secondary data we have arrived at a final
conclusion that this will be a big hit in the market and very soon we
will be making plans for the expansion of the same by introducing
a franchisee concept.
Group Renaissance
Abhishek Pathak – Roll No: 4
Amrit Mohanty – Roll No: 9
Ankit Bhadauria – Roll No: 12
Rajdeep Arora – Roll No: 40
Subrata Baral – Roll No: 48
Tarun Seth – Roll No: 53

Thanks