Coffee Wagera – Mission

Mission
Coffee Wagera tends to provide their customers the world's best freshly roasted coffees
with excellent service at a price that is fair to the producers as well as the customers.
Their commitment to best practices towards customer service, our employees, the
environment.
They are working hard to create customer loyalty by providing the best place for friends
to meet up, study or work alone with some best coffee in town and snacks at a very
reasonable price. Their main focus is on product, price and service. They provide the
best customer services. Their employees are provided with best training programs
where they learn how to make the best out of their product and how to serve their
customers right.
The owner of CW Mush Punjwani’s mission is to make the perfect coffee shop in town.
Since our culture focuses more on chai, the coffee trend is increasing with time. Mush
wants to bring this culture by opening the most comfortable and aesthetically pleasing
coffee shop. They offer various discounts and facilities for their customers to feel at
ease.
‘One of the many opportunities in Pakistan to set up a business and expand it across
the country. In Pakistan: there are very few good barista training places; coffee culture
hasn’t yet developed; most coffee shops are actually restaurants. And there aren’t
many low-cost franchising opportunities for young entrepreneurs’
Their focus is not just on being the best coffee shop owner but also to be the best go-to
place for customers to relax and enjoy their time.
Strategic Growth Opportunities
Consumer taste and personal income drive demand. The profitability of individual
companies depends on the ability to secure prime locations, drive store traffic, and
deliver high-quality products. Large companies have advantages in purchasing, finance,
and marketing. Small companies can compete effectively by offering specialized
products, serving a local market, or providing superior customer service.

Market Penetration
It is the process of going to market with a product in an existing market in which current
or similar products already live, and taking market share from the other competing
companies. It attracts the customer from the target market by offering discounts
(complimentary items) through various domains. Social media and word of mouth play a
critical role in market penetration.
Coffee Wagera entered into an already existing market of coffee cafes. The reason it
stands out in this competitive market is that it’s not a coffee restaurant but instead it is a
coffee cafe. There’s no live kitchen, they offer ready made snacks with some freshly
brewed coffee. Most of their marketing is being done through social media, they have a
website which provides all their information about all their retail outlets. They are
working on word of mouth and making loyal customers and so far they are very
successful in this.
1. Penetration Pricing:

When expanding a business into a new market, many retailers try to boost initial
sales by setting prices lower than those of competitors. This pricing strategy
works well in markets where consumers are price sensitive and retailers can
generate high margins by selling large volumes of products. Coffee Wagera
works with the same philosophy. Their lowest price sale is of 200Rs. They have
set their pricing very low and affordable as compared to their competitors.
 2. New Target Segments:

Discovering new audiences within a larger population is an equally effective

example of market penetration. Many times, the saturation of a product or brand
amongst a specific demographic can hinder growth. Finding new niches to
promote products is an excellent way to tap into new markets and evolve your
customer base. Coffee Wagera is targeting a new segment of youth. Their main
target is students who are finding a peaceful environment to sit and chill with their
friends or have some alone time to study or work. Tapping into a new target
market is not easy, but Coffee Wagera is quite successful in attracting their new
customers.
3. Chain or Franchise:

If your business is rising in popularity with customers, it could be a good moment

to open a new location. Retailers can do this in two ways: they can start a chain
and run the business themselves or decide to franchise. Coffee Wagera will
provide low-cost franchise opportunities to young entrepreneurs.

Market Expansion
This market Expansion tactic is one of the most common ways companies try to grow
their businesses. Once a market becomes saturated, most retailers will start to look
elsewhere to set up shop. Moving to a new territory is one of the most straightforward
methods to build a retail empire, but the market conditions must be positive for it to
work. Coffee Wagera was launched in 2018, and so far they have done an excellent job
in expanding themselves in different territories. Their outlets are at DHA Phase 5,
Muskan, 5 Star, Bahadurabad, Clifton and then there’s Coffee Wagera on Wheels which
is recently at Bahadurabad too.
Diversification
They have diversified the concept of Coffee restaurants into Coffee cafes. The concept
of Cafes are not very common in our society. We have many Coffee restaurants like
Gloria Jeans, Espresso, Mocha Coffee, Esquires Coffee. All of these restaurants
provide food along with beverages. But Coffee Wagera has no live kitchen and there’s
no cooking. They offer snacks, ready made food like Croissants, Cakes, Brownies etc.
What makes them different is that they provide free water, free wifi and a lot of
discounts.
Moreover, they have introduced the concept of Food Carts. They have launched Coffee
Wagera on Wheels. Food Cart is said to be a very common business model around the
world, but was not common in our country. They have diversified this market and have
launched a service which has mobility. Mush Panjwani says it's a plus point for them
since their cart is available in two locations on the same day.

Discounts
In order to get a competitive edge and more growth opportunity, a new setup should
focus on low costs, pricing and discounts to make a market for themselves and get loyal
customers. Coffee Wagera is very open to the concept of discounts and promotions.
They provide various discounts to their customers.

● Coffee Wagera provides free drinking water to customers.

● Coffee Wagera provides free wifi, through three different service providers
(StormFiber, Zong and PTCL). You get free coffee if wifi doesn’t work for more
than 30 minutes
●
● Minimum spending to avail the facilities at Coffee Wagera (workbench, power
supply, free water, wifi, clean toilet etc.) is only Rs.200.
 ● Foreigners visiting Pakistan get free coffee with any savory item, by showing
their passport.
● Senior citizens (aged 60 or above) get free coffee with any savory item, by
showing their NIC.
● You get a free coffee with any savory item if it’s your birthday, by showing your
NIC.
● Students get a 20% discount at Coffee Wagera, by showing a valid student ID.
● Coffee Wagera loyalty card gets you a free beverage after every seven paid
beverages (of Rs.200 or above).
● Coffee Wagera accepts all credit cards, BOGO, Vouch365, SavYour and Big
Bang.

Market Factors

Market Size: Coffee Wagera tapped into an already existing market. It has opened
outlets in Karachi’s common and populous locations.

Growth: Coffee Wagera has recently opened its outlet in Clifton showing massive
growth and market demand.

Seasonality: The sales are planned to be consistent throughout the year since they
don't provide any seasonal foods and these can be consumed all year.

Competitive Factors:

Coffee Wagera is a part of this competitive market.

Perfect Ambiance: Coffee Wagera provides an aesthetically pleasing ambiance, with
comfortable seatings, soft music, amazing smell of fresh coffee beans and an
exemplary service for its customers.
Hire Quality Baristas: Coffee Wagera provides 1-2 week training programs which
makes the trainee more employable at other cafes, or work as a part-timer with us.
Coffee Wagera recognizes the performance of the team through monthly dinners,
quarterly activities and 6-monthly awards.

Barriers to entry

Coffee Wagera entered into an already existing competitive market of coffee shops
where there are already various successful brands. But somehow, through their
excellent service and brand credibility they are able to compete in this market
successfully.

Competitive Rivalry

Coffee Wagera already has competitors like Mocca Coffee, Espresso, Gloria Jeans,
Esquires Coffee, For the love of coffee etc. In order to compete in this market they have
focused more on their target group of youth by making this a study cafe for them rather
than just being an ordinary coffee shop. Not just that, they provide fresh snacks and
beverages for their customers with amazing discounts as mentioned in this document.

Competitors

Esquires Coffee

Esquires Coffee, a New Zealand-based franchise, launched its first branch in Karachi in
early 2018. The café at Zamzama boasts an urban-chic decor: shades of white, metallic
grey and blue accentuate its walls, with plants and memorabilia scattered around to add
to its warm ambience. There’s even a separate area with workstations for anyone
looking to study or work. Esquires offers 100 percent organic Fairtrade coffee that has
thus far been a crowd-pleaser. Even the tea-drinking crowds are in for a treat with its
selection of organic blends. People love visiting the coffee shop for breakfast or brunch
thanks to its assortment of bakery items that include freshly made croissants, scones
and artisanal bread.
This could be a big threat for Coffee Wagera since they offer almost the same menu
and have the same target market. Esquires was launched in 2018 too, and is known for
its international franchise chain.

FLOC- For The Love of Coffee

As the name suggests, FLOC is a coffee enthusiast’s dream. It even offers nitro coffee
to battle Karachi’s intense heat which dominates for almost eight months of the year.
There are plenty of board games and books available for customers to stay entertained
as they eat, drink and chat. It’s also another hit for breakfast or brunch – the steak eggs
benedict with a devil’s dark chocolate frappé is a favourite order for many. Since the
keto diet has a strong following in Karachi, FLOC’s done its part to embrace the trend
and has added suitable food options to its menu.
Well, this could be one of the tough most competitors for Coffee Wagera, since it offers
a study environment as well as games for entertainment along with freshly brewed
coffee of all types and flavours. But Coffee Wagera can still compete well through its
discounts and affordable price.

MOCCA Coffee

MOCCA is yet another great addition to Karachi’s coffee scene. It describes its MOCCA
Espresso blend as “smoky, dark and slightly acidic”. However, for coffee purists, or
those who prefer their order black, the café recommends trying its range of micro-
roasted single-estate coffees. It has many flavoured hot signature coffees including
swiss chocolate latte, hazel nocciola and gingerbread cap are just some of the many fun
choices on the menu.
Perhaps, Coffee Wagera needs to introduce different types of Coffee in order to
compete with such competitors since its menu is very much precise and plain that might
not be an attractive point for customers in comparison to other cafes or restaurants.
Open-Air Dhabbas/Cafes

Chai culture has always been a very popular trend in Karachi. People prefer hanging
out with their friends and families over a cup of chai or coffee . Cafes like Chai Deewari,
Chai Shai, Chotu Chai wala etc all these open Air Cafes are the most common spot for
youth which is the target market for Coffee Wagera. Not just that they offer Desi snacks
too.
Since Coffee Wagera offers Chai too, these cafes could be few competitors for Coffee
Wagera since both offer cheap affordable hot and cold beverages targeting the same
audience.