Download - 19428188 Cafe Coffe Day
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By:By:
Ali Sajjad RazzaqiAli Sajjad Razzaqi
Ambreen KausarAmbreen Kausar
Amerah KhanAmerah KhanAmin MehndiAmin Mehndi
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LogoLogo
LOGOcolors embody:LOGOcolors embody:
Red Square=Leadership, passionRed Square=Leadership, passion
White Swirl = Purityofpurpose, invigoratingpropertiesofcoffeeWhite Swirl = Purityofpurpose, invigoratingpropertiesofcoffee
Green Stroke = 125 yearsofcoffeegrowingheritageofthis verticallyGreen Stroke = 125 yearsofcoffeegrowingheritageofthis vertically
integratedGroupintegratedGroup
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IntroductionIntroduction
CafCoffee Day (CCD)CafCoffee Day (CCD)pioneered the cafconcept inpioneered the cafconcept inIndia in 1996India in 1996
Initiallyknown asInitiallyknown asAmalgamated Bean CoffeeAmalgamated Bean CoffeeTradingCompanyLtd.TradingCompanyLtd.(ABCTCL)(ABCTCL)
Is a Rs. 750 crore,Is a Rs. 750 crore,
I
SO9002 certified companyI
SO9002 certified company
It isoneofIndias leadingIt isoneofIndias leadingcoffee exporters with clientscoffee exporters with clientsacross USA, Europe & Japan.across USA, Europe & Japan.
Various divisionsVarious divisionsare:are:
Coffee Day Fresh nGround (whichCoffee Day Fresh nGround (whichowns 400 Coffee bean and powderowns 400 Coffee bean and powder
retailoutlets)retailoutlets)
Coffee Day Xpress (which owns 895Coffee Day Xpress (which owns 895Coffee Day Kiosk),Coffee Day Kiosk),
Coffee Day Take away (which ownsCoffee Day Take away (which owns
12000 VendingMachines)12000 VendingMachines)
Coffee Day Perfect (FMCGCoffee Day Perfect (FMCGPackaged Coffee) division.Packaged Coffee) division.
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WebsiteWebsite
Informationon theInformationon therecent updates can berecent updates can bearchivedarchived
Store locatorfacilityonStore locatorfacilityonthe CCD websitethe CCD website
Information regardingInformation regardingtheoffers andtheoffers and
campaigns.campaigns.
www.cafecoffeeday.comwww.cafecoffeeday.com
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KeyfeaturesKeyfeatures
First Cafwasopened at Brigade Road , Bangalore as a Cyber Caf(firstofas a Cyber Caf(firstof
itskind) but later, with the burstofcyber cafes it reverted toits coreitskind) but later, with the burstofcyber cafes it reverted toits corecompetency. Coffee.competency. Coffee.
Essentially a youth oriented brand with majorityofits customersfallinginEssentially a youth oriented brand with majorityofits customersfallinginthe 15the 15--29 year age bracket29 year age bracket
Each caf, dependingupon its size attracts between 100 to300 customersEach caf, dependingupon its size attracts between 100 to300 customersdaily.daily.
It is a place where customers come torejuvenate themselves and beIt is a place where customers come torejuvenate themselves and bethemselves. Therefore, isthemselves. Therefore, is a relaxed andfun hangoutfor the emergingurban youth
The companyoperates its cafes in variousformats, such as music, book,The companyoperates its cafes in variousformats, such as music, book,highway, lounge, garden, and cyber cafes.highway, lounge, garden, and cyber cafes.
USPofthe Brand: Affordable PriceUSPofthe Brand: Affordable Price
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ProductsProducts
coffees & teas
Espresso
Cappichino
Solar Eclipse
Black Tea
coffees & teas
Espresso
Cappichino
Solar Eclipse
Black Tea
RefreshingRefreshingalternativesalternatives
Cold CoffeeCold Coffee
SmoothiesSmoothies
Chocolate ShakeChocolate ShakeCool refreshersCool refreshers
RefreshingRefreshingalternativesalternatives
Cold CoffeeCold Coffee
SmoothiesSmoothies
Chocolate ShakeChocolate ShakeCool refreshersCool refreshers
Eatables
MeltingMoments
Ice creams
Chocolate Fantasy
Eatables
MeltingMoments
Ice creams
Chocolate Fantasy
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DistributionofstockDistributionofstock
Chikmagalur
Bangalore(South India
HeadDistributor
Local
warehousesoutlets
NewDelhi
(North Indiahead
distributor)
Localwarehouses
outlets
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The distributionofcoffee beans startfrom their roastingplant atThe distributionofcoffee beans startfrom their roastingplant at
chikmagalurchikmagalur..
The coffee beans are sent tothe mainofficesofnorth and southThe coffee beans are sent tothe mainofficesofnorth and south
IndiaonIndiaon monthly basis.monthly basis.
Theoutlets contact theTheoutlets contact the Head Distributorson weeklyHead Distributorson weekly basis.basis.
Asfar asother eatables are concerned, the inventory is checkedAsfar asother eatables are concerned, the inventory is checkedonon daily basisdaily basis andorders are placed accordingtothe requirement.andorders are placed accordingtothe requirement.
CafCoffee Day uses itsown store vehicle (small van)forCafCoffee Day uses itsown store vehicle (small van)for
transportation needs.transportation needs.
Various deserts and products like samosa, pizza, sandwiches etcVarious deserts and products like samosa, pizza, sandwiches etc
are beingboughtfrom the different caterers like Nirulas.are beingboughtfrom the different caterers like Nirulas.
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PricePrice
CafCoffee Day major customer lies in the bracketof15- 29, Soit hastried toderive a policy whereby it can satisfy all its customers.
The pricefor a cupofcoffee rangesfrom Rs.48 toRs.125.
The priceofthe deserts rangesfrom Rs.42 toRs. 175.
CafCoffee Day isfocusingHigh Street/ Family Entertainment Centers
like malls, main markets. Alsoin Hospitals(AIMS, Apollo), near
corporateoffices(TDIcenter), complexes, institutes etc.
This endorses their brand imageofa cafthat appeals tocoffee lovers
ofall ages.
PlacePlace
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ServingSizeServingSize
The servingsizeofa product is a measure, notonlyofquantity,The servingsizeofa product is a measure, notonlyofquantity,
but alsoofvaluefor money. The average servingsizefor Cafbut alsoofvaluefor money. The average servingsizefor Caf
Coffee Days main product categories are:Coffee Days main product categories are:
Hot Coffee 210 ml
Cold Coffee 350 ml
Smoothies 350 ml
Chocolate Shake 350 ml
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ServiceService--HandlingHandling
Withinfive minutesofcustomers enteringthe menu isWithinfive minutesofcustomers enteringthe menu is
provided and theorder is served within sixprovided and theorder is served within six--seven minutes.seven minutes.
Quality is maintained throughout but some customersQuality is maintained throughout but some customerscomplaint that coffee is not beingas it used tobeon weekdayscomplaint that coffee is not beingas it used tobeon weekdays
especially.especially.
Service Recovery: Jay customers, irate customers, unsatisfiedService Recovery: Jay customers, irate customers, unsatisfiedcustomerscustomers
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PositioningPositioning
Mostly youngstersofage 15Mostly youngstersofage 15--2929yrs visityrs visit
Mostofthem are the studentsMostofthem are the students
and the professionalsand the professionals
Approximately 200Approximately 200--250250
customers visit the cafbetweencustomers visit the cafbetween
2 pm to8 pm.2 pm to8 pm. Daily visitsofthe customers areDaily visitsofthe customers are
less then the weekend visits.less then the weekend visits.
Customers describe CafCustomers describe Caf
Coffee Day as the place theyCoffee Day as the place they
frequently visit most afterfrequently visit most after
home and workplace/college.home and workplace/college.
It is a place where they meetIt is a place where they meet
friends and colleagues, infriends and colleagues, in
groupsof3or more.groupsof3or more.
BrandImage
A placeofwell trained and
informed staff.
Offers the best made coffee, hot
or cold, beverages andfood in an
invigoratingambience at affordable
prices.
It isfor those whoare youngor
youngat heart.
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Sales Promotion
CafCoffee Day uses special CafCitizen Cardfor rewardingCafCafCoffee Day uses special CafCitizen Cardfor rewardingCafCoffee Days customers. It is a loyalty program togain new customersCoffee Days customers. It is a loyalty program togain new customersand retain the existingones.and retain the existingones.
The CafCitizens Card entitles membersThe CafCitizens Card entitles members
toa 10% discounton allfood and beveragetoa 10% discounton allfood and beverage
bills. The members alsoreceive surprisebills. The members alsoreceive surprise
gifts, alongwith specialoffers and invitationsgifts, alongwith specialoffers and invitations
from CafCoffee Dayfrom timefrom CafCoffee Dayfrom time-- toto-- time.time.
Cafhaveowned a magazine called as CafBeat, which is publishedCafhaveowned a magazine called as CafBeat, which is publishedmonthly at their Bangalore headoffice and distributed throughout themonthly at their Bangalore headoffice and distributed throughout thebranches.branches.
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QUESTION 1
Are you content with
choosing this caf
coffee day outlet
instead of the other
competitors in the
market?
a)Yesb) No
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QUESTION 2
How often do you visit
Caf Coffee day outlet?
a)Almost daily
b)2-3 times a week
c)2-3 times a month
d)Not often
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QUESTION 3
What is the single
most important factor
for you to choose the
caf coffee day outlet?a)taste of coffee/food
b)people/service
c)value for moneyd)ambience/experience
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QUESTION 5
Are you satisfied with
the parking facilities
surrounding this outlet?
a)Yesb)No
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QUESTION 6
How much do you
usually spend in the
caf coffee day?
a)0-40
b)40-80
c)80-130
d)over 130
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QUESTION 7
How much time do you
usually spend at the
caf coffee day outlet?
a)less than half an hour
b)1.2 hour-1 hour
c)1-2 hour
d)over 2 hour
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QUESTION 8
How many people do
you usually go with?
a)alone
b)with 1 person
c)2-4 people
d)>4 people
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QUESTION 9
How do you find the
coffee and other
eatables in the caf
coffee day outlet?a)very good
b)satisfactory
c)below averaged)excellent
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QUESTION 10
How do you find the
ambience along with
the service at the caf
coffee day outlet?a)very good
b)satisfactory
c)below averaged)excellent
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SUGGESTIONSSUGGESTIONS
o They need to follow an aggressive policy to
lure customer as their margin is falling.
o Should introduce some schemes.o Should ask customers their suggestions
regularly.
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Future developmentsFuture developments
Launch 25 cafa monthLaunch 25 cafa month Never be more than 5Never be more than 5
minutes awayfrom a CCDminutes awayfrom a CCD
CCD'sfuture plans include eCCD'sfuture plans include e--
commerce initiatives throughcommerce initiatives throughwhich CCD will deliver nonwhich CCD will deliver non--
perishable merchandise suchperishable merchandise such
as coffee brewingequipmentas coffee brewingequipment
and coffee in bean/powderand coffee in bean/powder
againstorders placedonlineagainstorders placedonline
Intends tohave 900 cafes byIntends tohave 900 cafes by
the endof2008the endof2008--2009 and2009 and
2,500 cafes by 20122,500 cafes by 2012--2013.2013.
InLoungeformat, CCD will serveInLoungeformat, CCD will servefoods and beverages includingfoods and beverages including
meals & in highwayformat will addmeals & in highwayformat will add
breakfast menu.breakfast menu.
Company expects totie up withCompany expects totie up withmore airlinesover the nextfewmore airlinesover the nextfew
months. Its products are currentlymonths. Its products are currently
soldonIndigo, GosoldonIndigo, Go--Air andAir and JetliteJetlite
flights inIndia.flights inIndia.
It is expandingits presence inIt is expandingits presence in
Poland, Hungary, Russia, Dubai,Poland, Hungary, Russia, Dubai,
Saudi Arabia, Kuwait and ChinaSaudi Arabia, Kuwait and China
besides Austria and Pakistan.besides Austria and Pakistan.
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