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, informs Barista Coffee Company Ltd managing director Ravi Deol.

According to Mr Deol, the objective behind the move is to leverage co-marketing opportunities and alliances to offer greater value to its consumers. “Currently, we are 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.” Mr Deol refused to divulge further details on the new consumer promos.

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, informs Mr Deol.

“As part of the strategy, we will introduce new forms of packaging, enhanced range of coffees, and coffee-related merchandise. In addition, our origin coffees which are now available off the menu in most of our large stores, will eventually become available at all our high street locations next year,” he adds.

As for the emerging trends in speciality coffee retailing, Mr Deol comments that in the wake of the Barista effect, the coffee category has seen renewed interest. “Liquid coffee will continue to be the biggest driver of growth in the near future. Innovative formats will evolve to capture increasing avenues of consumption and this change will impact all consumer segments,” he explains.

According to Barista Coffee Company Ltd executive vice-president Sandeep Vyas, the company has also recently lowered the prices of its flagship beverages. “We will adopt new formats to allow the brand to become pervasive in our consumers’ lives. All the new initiatives will lead to a 20 per cent month-on-month growth of same-store sales in the next quarter,” he adds.