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ROLL NO: 21347
NAME : CHAHAT RAJ KAPOOR
CLASS: TYBBA
 Type of Company : Private
 Industry : Food & Beverages
 Founded : The first CCD outlet was set up on July
11, 1996, at Brigade Road, Bangalore , Karnataka.
 Founder : V. G. Siddhartha (Chairman)
 Headquarters : Bangalore,India
 Number of locations : 2000+ as of July 2015
 Area served : India, Austria, Czech
 Republic, Dubai, Malaysia & Cairo, Egypt.
 Products : Coffee,Tea, Pastries, Frappucino,
Smoothies, Other beverages & snacks
 Revenue :₹1,150 Crore (as of 2014)
 Owner: Amalgamated Bean CoffeeTrading Company
(ABCTCL) now known as Coffee Day Global Ltd.
 Number of employees : 50,000+
 Website: www.cafecoffeeday.com
Started : A year ago
Timings : 9 am to 11 pm
Type : Gourmet Restaurant
Location : Convenient for
commercial areas, offices &
colleges
Branch Manager : Mr. Shabir
 Major chunk of CCD customers falls within the
age group of 20 to 30 which accounts for
57% of the overall percentage.
 The group comprises of mainly college going
students and young working professionals
AGE
66%
7%
27%
Professionals
Students
others
 Largest retail chain of cafes
 ISO 9002 certified company
 Quality and taste
 Youth oriented brand
 Reduction in cost (Own Production)
 USP of brand - Highly
 affordable brand
OPPORTUNITY
 Fastest growing industries in
Asia.
 Preferred for informal
meetings.
 Gone international
STRENGTHS WEAKNESS
 Weak brand image andlacks
strength to maintain brand
loyalty
 Poor ambience and decor.
(Prime
and
Space - advertising
promotions)
 Wrong site selection –
Losses
SWOT
THREAT
 Competition with established and
International other coffee cafes like
Barista, Starbucks, Costa Coffee,
Coffee Mochas, Gloria Jeans, Coffee
Bean & Tea Leaf and Illy Café.
 Hukka Parlours.
 Largest retail chain of cafes
 ISO 9002 certified company
 Quality and taste
 Youth oriented brand
 Reduction in cost (Own
Production)
 USP of brand - Highly
 affordable brand
 Middle class and upper middle
class youth
 Students, House wives, executives
and youngsters
 People who value a great cup of
coffee
 CCD seeks to target not just the
youth but anyone who is ―young
 at heart.
 2000+ outlets in 200 cities
 Strong and Stable Parentage
 Right Locations
 Place a cafe in every possible
location where some business can
be generated.
 To be present in educational
institutions and corporate
campuses
 ―Third Place" away from the
home and college or
workplace for the young and
the young at heart.
 Coffee Bar
 Fun Place
 Home and Workplace
 Medium Price Brand
Café Coffee Day has its main
consumer base in the age group of
16-30 years.
TARGETING
POSITIONING DIFFERENTIATION
SEGMENTATION
Direct Competitors:
 Barista
 Cafe Mocha
 Costa Coffee
 Beyond Coffee
 Gloria Jeans
 Minerva Coffee Shop
Indirect Competitors:
 McDonald
 Haldirams
Global Competitors:
 Star Bucks
Retail management – a presentation on café coffee day
 PSYCHOLOGY PRICING
– Pricing the product as Rs 69, 79, 59 etc. rather than in the
multiples of ten to give a feel that the product less priced
 LOCATION PRICING: On the basis of outlets, prices have been
positioned
• Café
• Lounge
• Square
 COMBO PRICING
– Clubbing up two or more products on special occasions
 PREMIUMS PRICING
– Adding things like cream, chocolate sauce and positioning as a
premium coffees
 VALUE BASED PRICING
– Providing different variants in terms of prices by altering
the quantity to give a sense of affordability
 Strategically located outlets
 Kiosks(GardenArea) in offices
 Coffee machines in college canteens
 Types of Stores
Café Coffee Day The Lounge The Square
Café Coffee Day Store
Coffee parlors where people can
enjoy the coffee have eatables and
hangout with friends
Café Coffee Day Lounge
Premium café from Café coffee
day target selected group
Café Coffee Day Square
A unique Café where variety of single
origin coffee brews from coffee-
growing countries are available
PRODUCT PORTFOLIO
Food and Beverage Non Food Items B2B
Food Beverage
Deserts Coffee
Coffee Powder
Snacks Tea
Coffee Machine
Cakes Chocolate Shakes
Cups & Mugs
Sundaes Frappe
Bulk/ Corporate
Orders
Catering
Services
Coffee Vending
Machines
Advertising
Space
Heavy Foods
(in Lounges)
Fruit Shakes &
Lemonades
Chocolate and
cookies
Apparel &
Accessories
Gift Cards &
Vouchers
Product Mix Width
Product
Line Length
PHYSICAL EVIDENCE
 Ambience
– Different ambience the look and feel
for different outlets
 Shop Colour
– Violet for Café coffee day shops
– Sea green for Lounge
– Brown for Square
 Started TVC and Print campaign at the end of 2012
 Co Branding in Movie and TV serials
 Sales Promotion Activities
– Combo Deal
– Happy Hours
– Privilege cards
– Redeemable coupons
 Through Interactive Media
 Held Contest around a Very Popular Programme
 Tie up lot of youth brands
PROMOTION
WITH THE FOOD: SIDE MENU CARD
ON THE WALL
The most imposing branding option within a cafe for visual communication
with minimal amount of text
 Contests have been activated through leaflets/contest forms
given out with the menu-card /bill folders
 Drop boxes, which also add to prominent visibility, are used to
collect all entries to the contest
CONTESTS @ CAFES
Tent Cards are the chosen element in the cafes
since they are all about “I am here, you cant
miss me”
ON THE TABLE: STICKERS & TENT CARDS
EDITORIAL COVERAGE
PEOPLE
 Dressed in a particular uniform
 Soft spoken, friendly behaviour
 Customer Engagement Activities
–Special Offers on Occasions (Birthday,
Valentine day, Friendship day etc.)
– Online Contests
– Happy Hours
PROCESS
 People Processing Services
 Minimum Response Time
 Complaints and feedback
 Assisted by the attendee or the brew master in Lounge and Square
 Self Service Counter for Café Coffee Day outlets in Offices / few Malls.
 Ordering and delivery earlier was self service and now most of the
coffee shops have waiters to take order and deliver at the table
CHARACTERISTICS OF SERVICES
 Intangibility
– Experience
– Taste of Coffee
 Inseparability
– Service provided
 Perishability
– Availability of tables
 Heterogeneity
– Ambience of different outlets
 Easy accessibility
There is a Cafe Coffee Day outlet in every major city in
India and are easily accessible.
 Rural area locations
Customers in the smaller communities also enjoy good
quality coffee and snacks at affordable costs because
the Cafe has set up outlets in the rural areas in India.
 Distributors
The coffee produced on the Cafe’s farms, are
distributed through wholesalers and retailers to
customers who wish to use the coffee at home.
DISTRIBUTION CHANNEL
STRATEGY
1. To improve the interiors and décor.
2. To have more and more tie-ups.
3. Only 50 % or less than 50 % people find Café Coffee
Day quality of service, ambience, pricing and location
to be very good which proves that still Café Coffee
Day need to do lot of homework in order to satisfy its
customers.
4. It should introduce a feedback form system in order
to know
about the customers satisfaction level.
Retail management – a presentation on café coffee day

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Retail management – a presentation on café coffee day

  • 1. ROLL NO: 21347 NAME : CHAHAT RAJ KAPOOR CLASS: TYBBA
  • 2.  Type of Company : Private  Industry : Food & Beverages  Founded : The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore , Karnataka.  Founder : V. G. Siddhartha (Chairman)  Headquarters : Bangalore,India  Number of locations : 2000+ as of July 2015  Area served : India, Austria, Czech  Republic, Dubai, Malaysia & Cairo, Egypt.
  • 3.  Products : Coffee,Tea, Pastries, Frappucino, Smoothies, Other beverages & snacks  Revenue :₹1,150 Crore (as of 2014)  Owner: Amalgamated Bean CoffeeTrading Company (ABCTCL) now known as Coffee Day Global Ltd.  Number of employees : 50,000+  Website: www.cafecoffeeday.com
  • 4. Started : A year ago Timings : 9 am to 11 pm Type : Gourmet Restaurant Location : Convenient for commercial areas, offices & colleges Branch Manager : Mr. Shabir
  • 5.  Major chunk of CCD customers falls within the age group of 20 to 30 which accounts for 57% of the overall percentage.  The group comprises of mainly college going students and young working professionals AGE 66% 7% 27% Professionals Students others
  • 6.  Largest retail chain of cafes  ISO 9002 certified company  Quality and taste  Youth oriented brand  Reduction in cost (Own Production)  USP of brand - Highly  affordable brand OPPORTUNITY  Fastest growing industries in Asia.  Preferred for informal meetings.  Gone international STRENGTHS WEAKNESS  Weak brand image andlacks strength to maintain brand loyalty  Poor ambience and decor. (Prime and Space - advertising promotions)  Wrong site selection – Losses SWOT THREAT  Competition with established and International other coffee cafes like Barista, Starbucks, Costa Coffee, Coffee Mochas, Gloria Jeans, Coffee Bean & Tea Leaf and Illy Café.  Hukka Parlours.  Largest retail chain of cafes  ISO 9002 certified company  Quality and taste  Youth oriented brand  Reduction in cost (Own Production)  USP of brand - Highly  affordable brand
  • 7.  Middle class and upper middle class youth  Students, House wives, executives and youngsters  People who value a great cup of coffee  CCD seeks to target not just the youth but anyone who is ―young  at heart.  2000+ outlets in 200 cities  Strong and Stable Parentage  Right Locations  Place a cafe in every possible location where some business can be generated.  To be present in educational institutions and corporate campuses  ―Third Place" away from the home and college or workplace for the young and the young at heart.  Coffee Bar  Fun Place  Home and Workplace  Medium Price Brand Café Coffee Day has its main consumer base in the age group of 16-30 years. TARGETING POSITIONING DIFFERENTIATION SEGMENTATION
  • 8. Direct Competitors:  Barista  Cafe Mocha  Costa Coffee  Beyond Coffee  Gloria Jeans  Minerva Coffee Shop Indirect Competitors:  McDonald  Haldirams Global Competitors:  Star Bucks
  • 10.  PSYCHOLOGY PRICING – Pricing the product as Rs 69, 79, 59 etc. rather than in the multiples of ten to give a feel that the product less priced  LOCATION PRICING: On the basis of outlets, prices have been positioned • Café • Lounge • Square  COMBO PRICING – Clubbing up two or more products on special occasions  PREMIUMS PRICING – Adding things like cream, chocolate sauce and positioning as a premium coffees  VALUE BASED PRICING – Providing different variants in terms of prices by altering the quantity to give a sense of affordability
  • 11.  Strategically located outlets  Kiosks(GardenArea) in offices  Coffee machines in college canteens  Types of Stores Café Coffee Day The Lounge The Square
  • 12. Café Coffee Day Store Coffee parlors where people can enjoy the coffee have eatables and hangout with friends Café Coffee Day Lounge Premium café from Café coffee day target selected group Café Coffee Day Square A unique Café where variety of single origin coffee brews from coffee- growing countries are available
  • 13. PRODUCT PORTFOLIO Food and Beverage Non Food Items B2B Food Beverage Deserts Coffee Coffee Powder Snacks Tea Coffee Machine Cakes Chocolate Shakes Cups & Mugs Sundaes Frappe Bulk/ Corporate Orders Catering Services Coffee Vending Machines Advertising Space Heavy Foods (in Lounges) Fruit Shakes & Lemonades Chocolate and cookies Apparel & Accessories Gift Cards & Vouchers Product Mix Width Product Line Length
  • 14. PHYSICAL EVIDENCE  Ambience – Different ambience the look and feel for different outlets  Shop Colour – Violet for Café coffee day shops – Sea green for Lounge – Brown for Square
  • 15.  Started TVC and Print campaign at the end of 2012  Co Branding in Movie and TV serials  Sales Promotion Activities – Combo Deal – Happy Hours – Privilege cards – Redeemable coupons  Through Interactive Media  Held Contest around a Very Popular Programme  Tie up lot of youth brands PROMOTION
  • 16. WITH THE FOOD: SIDE MENU CARD
  • 17. ON THE WALL The most imposing branding option within a cafe for visual communication with minimal amount of text
  • 18.  Contests have been activated through leaflets/contest forms given out with the menu-card /bill folders  Drop boxes, which also add to prominent visibility, are used to collect all entries to the contest CONTESTS @ CAFES
  • 19. Tent Cards are the chosen element in the cafes since they are all about “I am here, you cant miss me” ON THE TABLE: STICKERS & TENT CARDS
  • 21. PEOPLE  Dressed in a particular uniform  Soft spoken, friendly behaviour  Customer Engagement Activities –Special Offers on Occasions (Birthday, Valentine day, Friendship day etc.) – Online Contests – Happy Hours
  • 22. PROCESS  People Processing Services  Minimum Response Time  Complaints and feedback  Assisted by the attendee or the brew master in Lounge and Square  Self Service Counter for Café Coffee Day outlets in Offices / few Malls.  Ordering and delivery earlier was self service and now most of the coffee shops have waiters to take order and deliver at the table
  • 23. CHARACTERISTICS OF SERVICES  Intangibility – Experience – Taste of Coffee  Inseparability – Service provided  Perishability – Availability of tables  Heterogeneity – Ambience of different outlets
  • 24.  Easy accessibility There is a Cafe Coffee Day outlet in every major city in India and are easily accessible.  Rural area locations Customers in the smaller communities also enjoy good quality coffee and snacks at affordable costs because the Cafe has set up outlets in the rural areas in India.  Distributors The coffee produced on the Cafe’s farms, are distributed through wholesalers and retailers to customers who wish to use the coffee at home. DISTRIBUTION CHANNEL STRATEGY
  • 25. 1. To improve the interiors and décor. 2. To have more and more tie-ups. 3. Only 50 % or less than 50 % people find Café Coffee Day quality of service, ambience, pricing and location to be very good which proves that still Café Coffee Day need to do lot of homework in order to satisfy its customers. 4. It should introduce a feedback form system in order to know about the customers satisfaction level.