CAFÉ COFFEE DA

Presented by Group 2:
• Abhitej Tripurari
• Girish P.
• Pushpanjali Kumari
• Santosh H.R
• Neha Awasthi
• Vivek Surana
 “a lot
can
happen…

..over
coffee”
 FLASHBACK

Café Coffee Day is a division of

Amalgamated Bean Coffee
Trading Company Limited,
popularly known as
Coffee Day,
.. A Rs. 750 crore
ISO 9002
certified
company.
 KEY FEATURES
 Pioneered café concept in India in
1996.
 Has 840 cafés in 125 cities around
the country.
 A youth oriented brand(with
majority customers falling in 14-30
year age bracket).
 Has cafés in various countries.
 COFFEE DAY & ITS SUB
BRANDS

 Café Coffee Day

 Coffee Day- Xpress
 Coffee Day- Exports
 Coffee Day- Vending
 Coffee Day- Fresh & Ground
 CAFÉ FORMATS
1. Music Cafes
2. Book Cafes
3. Highway Cafes
4. Lounge Cafes
5. Garden Cafes
6. Cyber Cafes

..they plan to open sports cafe.,

singles café, fashion café…..
USP OF THE BRAND
 Accessibility(strategically placed)
 Coffee(kaapi nirvana)- won a silver
medal at the WBC 2002 in Norway.

UNIQUE FEATURES
 It grows the coffee it serves.
 They manufacture their own
furniture, coffee makers &
other
 PRODUCT
MIX
Product Lines
• Teas
• Chocó-Lattes
• Frosteas
• Fruiteazers
• Quenchers
• Small Eats
• Sundaes
• Sweet Eats
• Big Eats
• Merchandises
•Coffees(Hot & Cold)
CREATIVITY FACTOR
Description of the products is given in a
very innovative manner.
Devil’s Own: Get wicked with this café
frappe loaded with chocolate and
whipped cream. Ah, so sinful, your
mother would warn you against it.
Cold Chocó-latte: Smooth, creamy &
cool chocolate milk shake, goes
down well anytime. Unlike your
jokes.
 DIFFERENTIATION

Here products are differentiated

through ingredients.
For instance:-
 coffee add-ons
- Flavored syrups
(Hazelnut, Caramel, Toffee Nut)
- Chocolate sauce
- Scoop of ice-cream
- Whipped cream
 POSITIONING

Positioning is that..
“ ONE THING”..

 for which the company is known for.

 ONE specific idea that first comes
into the mind about the product.
 PACKAGING
All packed products are:-
• Informative
(ingredients, M.R.P.,
manufacturing & expiry
date,
nutrition information,
storage pattern)
• Attractive
( eye catching & appropriate)
PACKAGING OF THE
CAFE
Its all about the place - the
experience
The café is packaged well..
 Youthful environment.
 Use of young colours.
 Comfortable seating.
 Appropriate lighting.
 Good use of black & white
paintings.
 OBJECTIVES OF
PRICING
 Target rate of return
(prices are not kept too low)
 Meeting competition
(prices are not kept too high)
 Market share
(the price for a hot cup of coffee
ranges from 30 to 60)
 PRICING IN
PRACTICE
• No discounts are offered
• Prices are not negotiable

FACT:-
Café Coffee Day outlets are company
owned & company operated.
 PROMOTIONS
They have a lot of promotional
strategies like co-sponsoring
movies , conducting events on the
launch of a new outlet ,changing menu
seasonally, introducing new offers .
 BRAND EXTENSION
Café Coffee Day team has made a
commendable effort in leveraging the brand
potential and the retail opportunity by
introducing many brand extensions like
• Merchandises
-mints
-chocolates
-cookies
• youth newsletter-
Café Beat
PRODUCT LIFE CYCLE

Growth
stage

Their aim is to open at least

2000 outlets in India by 2010.
CONSUMER SURVEY
COMPLAINTS:
---SERVICE RELATED
( DELAY, TAX, MIXUP, SWIPE MACHINE,
LOUD MUSIC)

----EMPLOYEES RELATED
(GIGGLING/GOSSIPING, RUDE, LACK OF
PASSION)
---AMBIENCE RELATED
(ADVERTS)
----OTHERS
(HOME DELIVERY, NO CLEAR
SEGMENTATION)

POSITIVES:
---AFFORDABLE
---IDEAL HANG OUT
---CONSISTENCY
COMPANY INITIATIVES
EMPLOYEE FACTOR:
(RIGOROUS SELECTION,
TRAINING, CODE OF
CONDUCT, APPRAISAL)
FOOD FACTOR:
(PANEER TIKKA SANDWICH, CORN SPINACH
SANDWICH, CHICKEN CHETTINAD, ANDHRA
CHICKEN PUFF, PARATHA CURRY) NEW
VARIETIES EVERY QUARTER
 FLEXIBLE MENU
BEVERAGES
COLD BEVERAGES, TEA VARIETIES,
SHAKES/ JUICES AND ICECREAMS)

FUSION FOODS
HUNGER MOOD, INDULGENCE, LIGHT
BITE, LOW CALORIE MOOD)
THANK
YOU