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Cuddle the Kulhad

CSF

Challenges

Critical Success Factors for Chai Sutta Bar are -

  • Quality of products and services
  • Strong presence in e-commerce
  • Better ambience
  • Social responsibility
  • Customer loyalty programs
  • Better brand recognition

  • No resource in the CSB’s list is SHaRP. This makes the business model imitable.
  • The company isn’t digitalised across the value chain.
  • The company doesn’t have any customer loyalty programs

Viability & Potential for Growth

  • Room for domestic growth
  • Growing customer base of college students.
  • First mover advantage in new locations.
  • Customer loyalty program.
  • Setup the franchises in commute stations.

Chai Sutta Bar

The Tea Industry

  • Consumption in India - 90% of the 1.3 billion kgs of production
  • Produced in 48 countries, employing thirteen million people
  • Revenue of 54 billion dollar in 2020 and is projected to grow to 68 billion dollars at a CAGR of 6.6% between 2021 and 2028
  • Players in the Indian market - Teavana, Chaayos, Chai Point, Infinitein India

SWOT

Weakness

Strengths

  • Target audience limited to 18-35 age group.
  • No presence in B2B.
  • Cost disadvantage

SWOT

  • Quality service at affordable prices
  • Great ambiance
  • Eco friendly
  • Employment of staff from EWS.
  • Completely bootstrapped

Opportunities

Threats

  • Bigger players like Chai Point/Chaayos.
  • Price Sensitive Market
  • Rising price of supplies
  • CSB Kiosks
  • Use special heat cartons to keep the chai hot for longer.
  • Selling B2B
  • Becoming tech-friendly
  • Organize live events

Resources

Resources

  • Kulhads
  • Tea variety
  • Food items
  • EWS employees
  • Ambience
  • Strategic Location

SHaRP Resources

SHaRP Resources

Transactions

Transaction

  • Company-employee interaction
  • Suppliers of milk, tea, and other raw materials.
  • Franchisee owners
  • Customers
  • Social Media Marketers

Values

Value

  • Premium product & service.
  • Experiential Knowledge.
  • Customer retention
  • Consumer surplus

Value Proposition

The idea was to serve tea and coffee in the traditional way, but on a bar table – giving the original tea concept a twist but still preserving the social and cultural style that prevailed in India since ages.

GROUP A3

Group A3

Pooja Saripalli

Avani Gupta

Ankita Naik

Srikar CV

Ranojoy Das

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