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Kafe Pi

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by

Melisa Karakaya

on 16 March 2014

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Transcript of Kafe Pi

Products
and
Services

Process
Pricing
Strategy

Place
&
Physical Evidence

Promotion
Strategy

Cemre Gür
Ezgi Küçüknane
Melisa Karakaya
KAFE Pİ
People
AND SOME RECOMMENDATIONS
WHAT IS KAFE PI ?
Marketing Strategy
Their target market is the people who are in their 20s, especially university students.

They prefer to work with employees who are still studying in the university. Because they think students can understand other student's expectations better.

A place to drink and eat something in daytime/after work.
You even go there just read a book in daytime. At the
same time,you can have fun with your friends at night. (satisfy multiple needs and wants)
Their Motto: "HAYATI Pİ'YE ALIN!"


They set a competition to find their motto. They asked to find a sentence with the word 'pi' and found their motto with their customer’s help: ‘’
HAYATI Pİ’YE ALIN!
’’
This motto makes the customers feel relax, complacent. It encourages the customers not to bother much about life and have fun. So, when customers come to Kafe Pi, they drop their troubles, worries outside.
Another motto : ‘’
Pİ’NEKLEMEK YASAKTIR
’’.
They invite the people to be relax, but not to be lazy. It prompts the people to be active.

Differentiation
Authentic menus

Decoration and the signs:
3.14, XX - XY

The limits :
If they were too extreme on the intelligence subject,
they would have been one of the "nerd" places.

What do they offer ?
They offer a typical service like many of their competitors do but they have a very wide product line.
Ex: They have nearly all beer brands on hand while their competitors usually have only two or three brand options.
Recovery / After Sales
If a recovery is needed for the tangible part of their service it is easy to rearrange and correct it. (changing the dish)
But usually people don't have clear expectations. That's why it's hard to say what they want after sales.
(the jacket example)

Coping with problem customers
Competitors
The Doors Group : The owner of well known and quality brands such as Carlotta, Anjelique, Kitchenette, Vogue etc.

Thales

And every single place near by.
Blueprint
As a customer-based company, they take student budgets into account and form a value-based pricing strategy.
Affordable pricing policy

But they also take the competition into consideration because other company's prices affect their customers too.

If they charge higher prices than most of their competitors, they will lose their 'student friendly' image.
Kafe Pi Spirit
have fun and feel relaxed no matter how hard the working conditions are

image of a big family : those who are a part of it are very happy to share things together.

joyful, good-humoured

desirable place to work.
Personnel hierarchy
Recruitment & Training
<<20% of employess are experienced professionals working as security guard, kitchen staff, accountant etc.>>
4-days training :

company background
foods & drinks in the menu
serving & coping with possible problems
observation
exam

Large pool of applicants. ( working environment, wages )


High turnover rate :
Short term goals ( holiday, interrail )
don't seek for career ; chemical engineering or law student’s career objectives are naturally different from what they can offer.




The company doesn't want to keep employees for years.

To do list:
Find a job
Go to holiday
Quit

Turnover
Flexible shifts for students : 35-40 people are working at a place where 20 is enough




They may develop a concept for older Kafe Pi lovers and re-attract them by creating an elegant environment.

Social media

Printed ads distibuted in university campuses


Their objective:
to catch young people’s lifestyle and changing interests.
use creativity and humour to attract them.


How do they promote?
Theme parties, special days with discounts, small games and competitions are organized in order to attract attention.
Asmalı
Beşiktaş Bistro
Bornova Bistro

BronxPi
Bursa Angel
Beach Club
Kordon
Eskişehir
Curcuna Otel
r
2004
Establishment
Mission
Why Pi?
Curcuna
Küçük Beyoğlu
Sera Pilaj
Full transcript