Case Study: Rupali Café

Introduction:
Vanita’s family run a Rupali café infront of Wadia group of college. Later on Vanita got 
married to Vilas, whose common friend is victor proposed a plan for the introduction of non-vegetarian,
beer bar. Vanita’s father asked victor to design a plan with cost required and time implemented in each 
step.
Problem:
Victor is to design a plan regarding cost and time estimate of given plan.Victor’s proposals can 
be considered or rejected.
Main people involved:
Vanita and her family who run café near a college.
Victor who is a common friend of Vanita and vilas.
Facts:
-Vanita’s family run a Rupali café in front of Wadia group of college
-The café was open between the times 7am to 10 am and between 12noon to 5 pm.
-The café also provides good quality vegetarian items.
Assumptions:
-Introduction of non vegetarian items, beer bar.
-opening the café all the day i.e. from 7 am to 9 pm.
-Building a good brand for café with increase in revenues.Varied Possible solutions:-
-Identifying the different areas where the market is divided.
-Basically they define it by dividing it into three age groups.
15-30 yrs
30-50 yrs
50 yrs +
Now they should target the market accordingly.
First to capture the market in the age group of below 30 years.
-they would introduce various types of products in various different costs with various different 
quantities. So that the customer think rather than discard to buy the product.
-At the same time, they shouldn’t integrate beer bar with café. As it may hurt the sentiments of family. 
They do expect a cool, good and clean surroundings.
-Infrastructure wise they should make difference in café bar. They should place café on the front and 
beer bar at the back . At the same they should time make non vegetarian open to all.
-Now to build brand. they should target different sectors of people accordingly.
First to target all the students. they should organize a small café with nv in all colleges especially during 
the time of fests.
-A group of 5 people first conduct a small quiz. Questions were asked on the basis of rupali café. Then 
for the winners, instant coffee of their choice is the gift. So especially in these fest many college 
students were present. At the same time it is also profitable with little investments in these areas.
-Later on they should turn these profits with little investment in advertisements to make brand popular.
Once it is into the market, distribution channels become wide open. Many new customers who wish to 
sell these products will come forward. At the same time distributors will come forward to take franchise 
for this product..
-Now to market beer bar with café and other non vegetarian items .They should choose the sites 
according to needs. Especially where the market size is big .Also they should I will introduce these items 
in pubs and other function halls, where especially youth plays a key role. In order to this they should 
contact all the officials who wishes to give contract.
-Next once the distribution network is wide open they should I will introduce marketing strategies. First 
they should promote all the products through social media marketing. they should concentrate on targeting all people of particular area, they should also make sure that many people follow their pages
and posts.
-Once the brand is established. Different products with different products will be released into market in
every two month period.
Cost estimates:
-They should maintain one café & beer bar located in the city centre. So that it is infrastructure wise
looks good. Also they shouldn’t integrate beer bar with coffee. Basically the costs of the setting up of 
good infrastructure depends on themselves. I would recommend to invest at least 15lakhs.
This includesAdvance-5Lakhs(Depends on the area)
Furniture-5Lakhs(Sufficient in the beginning)
Setup for coffee and non veg and veg items-2L
5 Workers and 5sales boys -90,000/-
2 motor bikes for free home delivery within 3km - 1L(Starting enough)
Special chefs for veg and non veg-1L per month.
5 professional bartenders-1L per month.
5 Workers and 5sales boys in beer bar -90,000/-
-A team of 2 who would appointments in famous colleges, companies, function halls etc, for giving 
franchise or for giving contracts.30,000/- per month.
-A team of 5 who were consistently in the market whether in schools, colleges, public places to promote 
product-Rs/-50,000/-per month.
-Basic inauguration function with 500 instant coffee free per day for 3days.on starting day and Saturday 
of first week and one Sunday on next week. Here we calculate material costs and salesmen's costs-
30,000/-
-A social media marketer who markets the product in social media like facebook . Rs25,000/-per month.
-An advertisement in the news papers on every Saturdays and Sundays of every month . Rs/-20,000 per 
month.