As part of its marketing strategy, Barista Coffee Company Ltd is planning to launch a host of consumer promotions at its outlets in 2003. For the purpose, the company is currently in talks with many entertainment, consumer goods and music companies, which include, the US-based Bose Corporation, Swatch and International Travel House among others.
The objective behind the move is to leverage co-marketing opportunities and alliances to offer greater value to its consumers. Currently, Barista is running a consumer promotion at our existing outlets whereby on the purchase of a Barista coffee worth Rs 150, consumers can avail of a Lacoste gift voucher worth Rs 500 and a Lacoste calender.
In order to upgrade the liquid coffee category from indulgence to habit, Barista is in the process of revamping its entire range of coffee beans- related merchandise at its stores across the country.
According to company sources, it has also recently lowered the prices of its flagship beverages. All the new initiatives will lead to a 20 per cent month-on-month growth of same-store sales in the next quarter.