CIA 3
MARKETING MANAGEMENT
TITLE : STAGE 2 (STRATEGY IDENTIFICATION)
2424249 PUNIT CHORDIA 2BBA SBA
2424210 ANSHUL CHAUDHARY 2BBASBA
24242214 CHAITANYAA YADAV 2BBASBA
2424223 HARSHIT KEDIA 2BBASBA
2424264 SHASHANK SINGH 2BBASBA
Submitted to
ASST. PROF. DR. RAGHAVENDRA PRASANNA KUMAR
BACHELOR OF BUSINESS ADMINISTRATION
SCHOOL OF BUSINESS AND MANAGEMENT
Bengaluru, India
DATE OF SUBMISSION : 07/03/2025
STRATEGY IDENTIFICATION REPORT
FOR DAILY DELIGHT CAFE
INTRODUCTION
Daily Delight is a cafe situated near Christ University, Yeshwantpur, and
offers a variety of food and beverages, with a unique focus on catering to
both vegetarian and Jain dietary needs. Given its strategic location close to a
university, the cafe aims to become a popular spot for students. In this report,
we identify key strategies that can enhance the café’s operations, customer
reach, and profitability. These strategies are developed based on interviews
with the co-founder
STRENGTHENING ONLINE PRESENCE THROUGH SOCIAL MEDIA
One of the key strategies identified for Daily Delight is to improve its visibility
through social media platforms. Given the proximity to Christ University and the
student population, social media can be a powerful tool to spread awareness
and attract new customers. The cafe's co-founder has emphasized that social
media is the best way to reach the maximum number of students nearby.
Therefore, a more focused and structured approach to social media marketing is
essential.
Actions:
● Targeted Social Media Campaigns: Create engaging posts, offers, and
discounts that specifically target the student community at Christ
University. Utilize platforms such as Instagram, Facebook, and Snapchat.
● Student Influencer Partnerships: Collaborate with student influencers
and food bloggers from the university to create buzz around the cafe and
its offerings.
● Promotions & Events: Announce seasonal or campus-specific
promotions (e.g., discounts during exam time, anniversary offers) to
attract regular footfall.
LOYALTY PROGRAMS AND CUSTOMER RETENTION
Daily Delight has already implemented a loyalty program by offering discounts to
regular customers, which is a great starting point for customer retention.
However, this can be further improved and formalized into a more structured
loyalty program.
Proposed Actions:
● Loyalty Program Expansion: Implement a digital loyalty card that
rewards points based on customer purchases. Customers can redeem
these points for free food, beverages, or discounts.
● Referral Programs: Encourage loyal customers to refer friends and
family in exchange for additional discounts or perks.
● Exclusive Member Offers: Introduce a premium loyalty tier with
exclusive offers or early access to new menu items or promotions
DIVERSIFICATION OF MENU WITH HEALTH-CONSCIOUS OPTIONS
The cafe’s approach to adding "guilt-free food" and expanding its menu is in line
with current food trends. As part of the strategy, the cafe should continue to
diversify its menu by incorporating more health-conscious and innovative food
options that appeal to both health-conscious students and those looking for a
wider variety.
Actions:
● Introduction of Healthy Options: Include more vegetarian, vegan, and
gluten-free options that align with current dietary preferences. This could
include smoothies, salads, and protein-rich snacks.
● Introducing New Chart Variations: As the co-founder mentioned, new
variations of chart-based snacks could be a great addition to the menu,
catering to the tastes of students while offering a fresh twist on traditional
items.
● Seasonal Specials: Offer seasonal or region-specific food items that
reflect changing trends, such as new drink options or festive treats during
key holidays.
.
EXPANSION INTO DELIVERY SERVICES
Although Daily Delight is currently not providing delivery services, there is a
future plan to introduce this. Expanding into delivery services would increase the
cafe’s reach beyond its physical location and tap into the growing demand for
food delivery, especially among students who prefer eating from their pgs or
hostels.
Proposed Action:
● Partnerships with Delivery Platforms: Partner with popular food
delivery platforms like Zomato, Swiggy, or Uber Eats to ensure the café
can reach a larger audience.
● Exclusive Delivery Menu: Develop a menu tailored for delivery that takes
into account packaging, quality, and transportation. This could include
items that travel well and maintain their quality during delivery.
● Promotions for Delivery Services: Launch a promotional campaign for
the first few weeks to encourage customers to try the delivery service
(e.g., free delivery or discounts on the first order).
STREAMLINING OPERATIONS AND COST EFFICIENCY
The cafe already follows a cost-efficient production process, including the use of
disposable plates to reduce washing time and improve hygiene. This approach
can be built upon to further streamline operations and increase profitability.
Proposed Action:
● Operational Efficiency Review: Conduct periodic audits of the supply
chain to minimize wastage and optimize ingredient procurement.
● Digital Ordering System: Implement a self-ordering system or online
ordering option for customers, which could improve order accuracy and
speed.
● Sustainability Focus: As part of cost-saving measures, explore
environmentally friendly alternatives to disposable plates (e.g.,
biodegradable packaging), which could appeal to eco-conscious
customers.
CAPITALIZING ON NICHE MARKET - JAIN AND PURE
VEGETARIAN FOOD
Daily Delight has established itself as one of the only places near Christ
University that provides Jain food, which differentiates it from its competitors.
This niche positioning could be further capitalized on by emphasizing the café's
unique offerings and catering specifically to this demographic.
Proposed Action:
● Branding and Marketing as the "Jain-Friendly" Cafe: Highlight this
unique selling point in the cafe's branding and social media campaigns.
Ensure that students and local communities are aware of the cafe’s
dedication to serving Jain food.
● Collaborations with Jain Student Associations: Partner with Jain
student groups at Christ University to promote special events, discounts,
and food offerings.
CONCLUSION
The strategies identified for Daily Delight are aimed at improving customer
acquisition, enhancing customer retention, and streamlining operations to
increase profitability. By focusing on social media marketing, expanding the
menu with healthy options, providing a seamless delivery service, and
improving operational efficiencies, the cafe is well-positioned for growth
and success in the competitive food and beverage market near Christ
University. Additionally, emphasizing the cafe’s unique offerings, such as
Jain and vegetarian food, will help strengthen its presence in the market.
FUTURE STEPS :
● Develop a timeline for implementing each of the proposed strategies.
● Assign roles and responsibilities for the execution of the strategies.
● Set measurable targets for success and periodically review progress.
This comprehensive approach will help Daily Delight solidify its place as a
leading cafe in the area while fostering long-term customer loyalty and business
growth.
SOCIAL MEDIA PLATFORM :
5
