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This project is my effort to present in a nutshell, information about the COFFEE RETAILING INDUSTRY and the different aspects of the company “CAFÉ COFFEE DAY”. I present this project study to my college for bms course, which is affiliated to UNIVERSITY OF MUMBAI as part of fifth semester. this project has been prepared under the due guidance of Ms. PARVATHI VENKATESH. i also acknowledge this project to my college, our principal PROF. VENKATRAMANI, our Bms coordinator MRS. VARSHA GANATRA AND my whole college staff. i am also thankful to café coffee day managers Mr. NILABH BANARJEE AND Ms PRAGYA. also to manager of QWIKY’S Mr. K. MAHADEVAN for their immense support and cooperation in making this project. Lastly, I would always be thankful to all my friends, colleagues and family members whose constructive criticism and unconditional help went long a way in the due course of this project.
ABHIJIT JOSHI TYBMS
INDEX CHAPTER-1 ⇒ COFFEE RETAILING INDUSTRY IN INDIA. CHAPTER-2 ⇒ BACKGROUND OF CAFÉ COFFEE DAY CHAPTER-3: ⇒ PROFILE OF CAFÉ COFFEE DAY CHAPTER-4: ⇒ MARKETING MIX OF CAFÉ COFFEE DAY CHAPTER-5 ⇒ MAJOR COMPETITORS OF CAFÉ COFFEE DAY. CHAPTER-6 ⇒ COSTOMER RESEARCH (ON THE MERCHANDISING PRODUCTS OF CAFÉ COFFEE DAY). CHAPTER-7 ⇒ CONCLUSION.
Executive Summery Café Coffee Day was launched in Bangalore in 1996. It was just an attempt to bring the coffee bar culture in India. And in mater of just 7 years Café coffee day has become one of the best hang outs for the youth in the country. There has been a great change in the overall behavior of the consumer; coffee that was considered to be just a refreshing drink has now become one of the most popular drinks in India. Café coffee day brought a very rich variety of coffee, which the Indian customer was not at all aware of. Café coffee day also changed the overall impression of coffee bar by introducing food items and “Merchandising Products” in the café. And hence also started getting great popularity in the north of the country. It basically enabled the customer to not only get coffee in the café but also to enjoy great variety of veg and non-veg food. And also provided it’s merchandise in the form of t-shirts, mugs, caps and coffee powder etc. But the real Unique Selling proposition of Café coffee day is it’s nominal price. To attract price sensitive customer’s of India café coffee day has reduced its prices considerably. This is all because they have their own plantations and so the cost on raw materials is reduced. the low price of café coffee day has made Café coffee day to have a strong position against the competitors. Café coffee day has also done many innovations in the market by introducing musical jukebox called Q-jam and by opening first time in India a complete wireless café. Café coffee day tried to make “coffee bar” a very popular concept by opening outlets on a very large scale across the country and their by promoting through word of mouth. hence it has successfully captured the middle class of India. The success of café coffee
etc. Also under the guidance of café coffee day I conducted a customer research to find out the response of the customers regarding it’s merchandising products. in the near future there are many other coffee bars to step in. Another intension of doing this project was to give an idea about the future of coffee retailing industry and what café coffee day should do to stand against the up coming giants. But this is the only begging of the whole game. 4 . including the world famous starbuck’s and Java green by reliance. Qwiky’s etc.day prompted other companies to follow the same path. These coffee bars are giving a very tough competition to the Café coffee day by targeting not only middle class of India but also targeting the sec-A and sec-b class. So now there are many competitors like Barista. I have put my by best efforts to bring out the various aspects of café coffee day right from it’s product mix to market mix.
5 . Expert’s opinion about the coffee retailing industry.CHAPTER 1 “COFFEE RETAILING INDUSTRY IN INDIA” Introduction. Coffee retailing in India.
This is the area where the competition is at the highest level and people who like to spend on the higher side like to visit such outlets. Tea and coffee are served by almost all small caterings. hotel. 6 . restaurants. college students. Along with the developing economy of India there has been a change in the behavior of the Indian customer also. office working crowd. And the companies have realised that some innovations in the market can make them explore and exploit this hidden gold mine. family group. There has been many innovations in the Indian markets in the recent years. Hence India has become a very dynamic and diverse market for the world. etc. All those things that were considered luxury items at some point of time now have become part of our day-to-day life. Barista and Qwiky’s coffee pub etc. They may be regular or first time customers entering the coffee outlets but have a lot of varieties to taste in coffee.INTRODUCTION Today India is going through a major economical and Cultural Revolution. which serve coffee at affordable prices with best quality hygienic food with a good ambience. Today the Indian customer is found well educated and has started accepting western life style. etc but providing the coffee taste with mouth watering flavors in a cool and trendy environment with best of the services are managed only by few companies at a affordable prices. Coffee retailing is one of the examplesCoffee Culture has now being implemented from the past seven years in India after it has gained importance in the Western countries like in USA. This coffee culture was introduced by companies like Café coffee day. This coffee parlors are constantly flooded by the old and young people. which are not seen in hotels or restaurants.
to occupy even 25% of this output of this country through the Café route. EXPERT’S VIEW ABOUT THE INDIAN COFFEE RETAILING INDUSTRY? Now lets try to find out. Harish gave his views about the present and future scenario of coffee market in the country. He has held various positions in these companies ranging from sales manager to business manager to the presently held position. In the year 2001 he published a book called "Marketing Trends: Smart Insights into the world of Indian business" In an interview to India Infoline. Harish Bijoor -Mr. He has been contributing his articles to various newspapers and magazines in the world. If India produces 3. we will see that it is a small percentage. At the end of the next: 600. (Marketing Operations).This coffee bars have increased the over all consumption of coffee and have made coffee a very popular drink in the country. In the interview he told about coffee consumption through cafes in the last few years in India– according to him "If we peek at the consumption of coffee at cafes like Café coffee day. what does experts like Mr. Harish Bijoor thinks about the whole coffee-retailing industry? First some information about Mr. It does great things to attitude towards coffee! It can spark off domestic consumption. has been with Tata group for more than eight years. He started his career with Unilever group in India dealing with tea.140 Cafes! At this point of time we have about 250 Cafes in the country. He is a market-research enthusiast and is an ardent writer. And at the end of the next: 950! We will not ever have more than 6000 Cafes in this country! Therefore. I have done a calculation on the coffee consumption through the Café route. Vice-President. the Café does nothing very much to consumption. Quicky’s. we need 50. VP (Marketing & Operations).00. Tata Coffee Limited. Barista.000 tones of coffee per year. The real 7 . The maximum number we will reach at the end of this calendar year will be 400. Mr. coffee and spices operations and spent eight years in the group. Harish Bijoor.
This means that an average Indian in the north of this country consumes less than 1 cup of coffee in a full year!" He also talked about what will be the future of the overall coffee consumption through cafes in India. Existing players. But this is not an easy task and requires a continuous effort to build strong brands that these consumers can relate with. Next comes the consumption that takes place outside the house and is largely limited to the filter coffee served at Darshanis and the Udupi type of hotels. The per capita consumption of coffee in North India stands at 2. Compare this number to other robust coffee consuming countries and the acute weakness of the Indian coffee consumer market is apparent.market for coffee lies in the polypack forms. There is also a scope for further segmenting to take place. This represents a per capita consumption number that is just about 46 gms." In the present scenario. This is pathetic. There will emerge a need to further subsegment.According to Bijoor “A huge opportunity lies ahead of the players and upgrading the consumers to drink coffee at these chains will spell success to these chains.000 tons per annum as of today. According to Bijoor. This is the entry level strategy of the Café players. The premium segment is the domain of the Barista chain. Packaged coffee marketed as an FMCG. The market numbers stand at around 48. The super-premium segment is sparsely occupied by niche offerings like Yantra in Mumbai.4 gms. a large chunk of coffee retailing happens through the small coffee outlets that sell coffee powder targeted at household consumption. "The single biggest market for Indian coffee remains the domestic market. The bottom end is wide open currently occupied by the Darshinis and Udupi restaurant chains. who currently own the Cafes will fast see the 8 . The middle segment is occupied by the Café Coffee Day chains with their natty set of coffees.
need to franchise out the Café chain. It also enjoys a cost advantage currently because of its direct access to the coffee beans from the company's 5. Café Coffee Day's most unique aspect is its exclusive relationship with the plantation division of the company. Its coffee products priced between Rs. 45 are 10% to 20% cheaper than similar products of other coffee-chains in the country. This places the company in a position to offer world-class products at affordable Indian prices. 20 to Rs. A Café for women only! A Café for the Rock enthusiast! A Sports Café! One can go on and on.000 acre-plantations. More offerings will hit the market and the sub-segmentation will bring in community Cafes. So café coffee day has great potential” 9 . Companies like Café Coffee Day that operates at different levels with a presence in coffee retailing through coffee points where it serves coffee in polypacks. to trendy Cafes are in a better position to capture the attention of the consumers at the lower end.
Background Of Café coffee day 10 .CHAPTER 2 “BACKGROUND OF CAFÉ COFFEE DAY” Background of the Parent company.
5000 acres of self owned Coffee Plantations. Coffee Day exported more than 27000 tonnes of coffee valued at US$ 60 m to these countries and. The process is carried out under the control of experienced personnel to meet highest quality standards. popularly known as Coffee Day was formed. Soon Amalgamated Bean Coffee Trading Company Limited. which yielded rich coffee beans. Europe & Japan. for the second time in its short career of 7 years retained the position as the largest coffee exporter of India. Coffee Day began exporting coffee to the connoisseurs across USA. A fully equipped ISO certified roasting plant with a 70000 tonnes per annum capacity at Hasan. Key Features • • • • 125 years of coffee growing history.) It was in the golden soil of Chikmaglur that a traditional family owned a few acres of coffee estates. the largest in the country. Coffee Day's two curing works at Chikmaglur and Hasan cure over 70.000 tonnes of coffee per annum. Coffee Day has a well-equipped roasting unit catering to the specific requirement of the consumers. 11 . With a rich coffee growing tradition since 1875 behind it coupled with the opportunity that arose with the deregulation of the coffee board in the early nineties. In the calendar year 2000. The most modern technology available is used to maintain consistency and roast the coffee beans to the demanding specifications of the discerning coffee consumers. Coffee Day has a wide and professional network in the major coffee growing areas of the country comprising over 50 agents and 50 collecting depots.THE BACKGROUND OF THE PARENT COMPANY: Amalgamated Bean Coffee Trading Company Limited (ABCTC LTD. A ready and enviable base of more than 10000 suppliers.
Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes. Kenyan Safari and Ethiopian Qawah) are imported and blended according to Indian taste. 200 crore ISO 9002 certified company. Irish cream and English tonic are also available. The Cafe offers more than 10 types of hot coffee. International syrups like Hazelnut. Coffee Day Comprises of the following Sub BrandsCafé Coffee Day Coffee Day – Vending Coffee Day – Xpress BACKGROUND OF CAFÉ COFFEE DAY The idea of bringing an international coffee experience prompted ABCTC ltd. Bangalore in 1996. Though the focus was more on Internet browsing at that time. To launch a Cyber cafe in the year 1996 at Bangalore. Key Features • Pioneers of the Café Concept in India with the its first Café at Brigade Road.• • • • Among the top exporters of coffee in India (Coffee Day Exports). The three international coffees on the menu (Columbian Juan Valdez. Rs. It is a part of India's largest coffee conglomerate named Coffee Day. Café Coffee the international cafe experience. the concept of an exclusive café for drinking coffee gained popularity. 5 types of cold coffee and one tea for tea lovers. Coffee 12 . This Café was opened as a Cyber Café (first of its kind) but later. with the burst of cyber cafes it reverted to its core competency…. The range of syrups on the menu changes every month. Café Coffee Day currently owns and operates 113 cafes in all major cities in India.
13 . CHAPTER 3 “PROFILE OF THE COMPANY” Profile of café coffee day & Organization structure. o Consumer Profile. o Mission Statement. depending upon its size attracts between 400 and 800 customers daily At present it operates 113 cafes across 15 cities Plans to operate 200 cafes by March 2004 It is a place where customers come to rejuvenate themselves and be themselves rather than a place to be “seen at” vis a vis other cafes. o Expansion Plan.why it was changed? o Significance of colours in the logo.• • • • • Essentially a youth oriented brand with majority of its customers falling in the 15-29 year age bracket Each café. o Logo.
the café culture had still not arrived in India. The prices here are perceived to be reasonable and it is a place where customers come to rejuvenate themselves and be themselves rather than a place to be “seen at” vis a vis other cafes. Customers describe Café Coffee Day as the place they frequent most after “home and workplace/college”. PROFILE OF THE COMPANY Mission Statement: To be the best Café chain in the country by offering a world class coffee experience at affordable prices. o Décor. Customer Profile: Research shows that 37% of the customers are between 20 and 24years. 27% of the customers are between the age group of 25-29 years. At that time. depending upon its size attracts between 1000 and 2500 customers daily. In that sense. Café Coffee Day is the pioneer of the concept 14 . 18% of the customers visit the cafes daily while another 44% visit weekly. fonts and swirl in the logo. mainly between 4pm and 7 pm.o Significance of text. Bangalore's busiest shopping area. 52% of customers who visit the cafes are students. 60% of the customers who visit the café are male and 40% are female. Each café. It is a place where they meet friends and colleagues. in groups of 3 or more. Expansion Plan: The first Café Coffee Day was opened in Brigade Road in 1996.
1 in its segment. The brand under which R&G coffee was being retailed was (and is still) called Coffee Day. which began replacing local brands as the undisputed no. The parent company..through a tie-up with Mars Restaurant as well as the stand alone cafes. There will be more than 200 Cafes by March 2004. Cafe Coffee Day entered the Mumbai market in the month of June 2002. This is in line with Café Coffee Day's pan-India expansion plans. was already one of India’s leading exporters of green coffee owning thousands of acres of coffee plantations and its own processing units and curing works. Over the years Café Coffee Day currently owns and operates 113Cafés in all major cities in India. Logo: The New Cafe Coffee Day logo Reasons for change: . The target audience 15 . It had also ventured into retailing of roast and ground coffee through Coffee Points in South India. Amalgamated Bean Coffee Trading Co Ltd.in India.
No longer was the café a bastion of the intellectual. The logo reflected this fact. for some time. The change of logo is the beginning of a process at café Coffee Day. Fonts and Swirl : Café is noticeably larger than the rest of the text inside the logo box. Café Coffee Day would like to own the word “café” in the minds of its customers. When Café Coffee Day was launched in 1996. mostly traditional South Indian families with classical tastes.through its look and logo. The significance of the Text. An inhouse research shows that Café Coffee Day’s customers are mostly young college students and young professionals And so it was time for Café Coffee Day to rejuvenate itself . the target audience was expected to have a similar profile and the logo adopted for the cafes was a close variant of Coffee Day. The spin off’s of this contemporization process will be seen in the brand communication and the interior design as well. The years rolled by and the café culture percolated almost completely to the Indian youth by year 2000. This denotes that Café Coffee Day pioneered the café concept in India way back in 1996. The font used for “Café” is called SLURRY. The significance of the Colors: • • RED stands for leadership and vitality. It gives the impression that the word is still forming itself and evolving into something new and something 16 . it had become an urban youngster’s favorite “hangout”. There was a profile match. When one thinks of a café its got to be Café Coffee Day. The font looks as though the letters have congealed out of a liquid. It also stands for passion (… for coffee).for this brand were found to be quality conscious. The GREEN stroke harks back to our coffee growing heritage and the coffee plantations that we own.
its sister brand. Décor: Café Coffee Day. The larger cafes will also have lounge areas and a few bean bags. Bangalore has been renovated and now sports a trendy new look.Café Coffee Day will also have music events in order to pep up the ambience and focus on its key clientele: the youth. The flagship outlet at Brigade Road. The crockery will also sport these colours. lime green. new look. had gone in for an image change and revamping of interiors in the last quarter of 2001. ORGANIZATION STRUCTURE 17 . yellow. Café interiors at the company's 113 outlets are being given a whole. The upward SWIRL inside the logo box stands for the invigorating and uplifting nature of coffee and the ambience at café Coffee Day. and purple will predominate. there is more of steel and lots more colour The young colours of today. In a change from the largely wood and granite based interiors. This is the characteristic of Café Coffee Day’s customers and this is the characteristic that the brand too wants to adopt.better constantly. “COFFEE DAY” has been written in the same stylized font as the earlier logo for continuity’s sake as also to preserve some of the linkages with Coffee Day. orange.
Place. 18 . Merchandising products.CHAIRMAN DIRECTOR OPERATIONAL HEAD REGIONAL HEADS AREA MANAGERS BRANCH MANAGERS SHIFT CHAPTER 4 MANAGERS “MARKETING MIX OF CAFÉ COFFEE DAY” STAFF Product. Café coffee day in mumbai. • • • Different types of coffee. Café coffee day in India. Food in café coffee day.
Plunge deeper and discover light espresso. Though Coffee remains it’s specialty. Coffee.it’s Expresso topped with milk foam. • • • • INTRNATIONAL COFFEE 19 . Cappuccino. It is a light coffee. Café coffee day also provides variety of other products. Espresso Americano. Major tie-ups.it’s one of the hottest selling item prepared in true Italian style Cafe Latte – it’s Espresso with milk. Innovations in the market.it is a Strong black coffee having no frills. PRODUCT The impression that we get when ever we hear the name Café Coffee day is that it would serve only coffee. Chococinno-A sinful combination of chocolate ice & hot coffee.e. • Comparison Promotion. Cafe Mocha -Hot coffee with a swirl of chocolate. The different types of coffee offered in Café coffee day are: HOT COFFEE • • • • Espresso. Irish Coffee -Whipped cream tops the flavour of your choice.it’s a lighter expresso for mellow moods Macchiato. But it’s not the case with Café coffee day. Talking about their specialty i. Café coffee day provides rich variety of both national as well as international coffee. Price.
which are added with hot coffee. Café coffee day also provides some of the best coffee from the different countries around the world. but Café coffee day has changed this perception of the people by introducing great variety of the cold coffee. Red Eye – this is an additional shot of espresso for having a strong coffee Whipped Cream. COLD COFFEE In India it is generally believed that coffee is something which is only a hot beverage. Ethiopian Qahwah -Delightfully flavored and aromatic with dark chocolate overtones. Kenyan Safari.Every country has its distinct style of making coffee and so to make people aware of the different varieties and different style of coffee. It includes – 20 . striking flavour of blueberry.Rich well balanced coffee with a fruity flavour. • Colombian Juan Valdez.customers can Snowcap the coffee with some lightened cream Scoop of Ice Cream Chocolate sauce. so those people who want to chill out in the hot climate of India can have this chilling refresher.it consists of imported flavours.With the bright. • • COFFEE ADD-ONS The customers can also enjoy the coffee with the extra add ons of flavour: it basically includes • • • • • Flavored Syrups.
Kaapi Nirvana is an Indian coffee that won the silver medal in the world Barista Championship.its Ice cream and coffee blended to smooth.Flavoured coffee. creamy cold coffee with a shot of whipped cream and garnished with corn flakes. creamy cold coffee with whipped cream and garnished with additional almonds. Cold Sparkle . CREAM BLENDED COFFEE • Cafe Frappe . This is as good as coffee can get. • • Vegan shake -this is one of the special products offered by Café coffee day. Tropical Iceberg -it’s a Chocolate flavoured coffee with crushed ice.it is a Chilled coconut . This shake does not contain any animal fat and has a chilled coffee flavour. served with floating ice cubes. stimulating from the first sip.ICE BLENDED COFFEE • Almond Frappe-It is an almond flavor rich. COFFEE ON THE ROCKS • • • • • • • • Mochachillo-A swirl of chocolate. 21 . espresso and rich creamy milk served on the rocks. Devils Own-A smooth blend of cream and coffee. Cappachillo-Espresso with rich creamy milk. Kaapi Nirvana-This is one of the best coffee offered by café coffee day. drenched with chocolate sauce and topped up with a shot of whipped cream Iced Eskimo -A chiller to the core. creamy perfection. 2002. Crunchy Qahwah-its crunchy. Arabian Heights -it a coffee that gives a Distinct flavour of cardamom.
TEA For those people. Arabicaah.India's first special. the sales of food have doubled and customers are asking for a mix of fusion food and a snacky Indian meal along with good coffee.It’s a Premium tea from the misty hills of Assam.Ultra Rich Charge. high altitude. we have realised the impact 22 . Officials at coffee bars say. lasagne. Delhi and across northern India. Cafe Coffee Day is now planning to serve wraps. As per the article in the economic times dated April 25th 2003 Sudipta mukherjee the marketing head of Café Coffee Day said "Since we expanded outside South India two years ago. kati rolls and kebabs across its 113 outlets across the country. Café coffee Day tries its best to have an upper hand in it. They continuously work to improve their services and the products.Bright FOOD IN CAFÉ COFFEE DAY: As the competition in the coffee retailing sector has increased.It’s the perfect way to Chill out. dhoklas.Cafe blend Perfect. COFFEE POWDER • • • • Dark Forest . The consumer survey done by café coffee day shows that food sales are now almost equal to the coffee sales in many cities like Mumbai. who want to try something different. quiches and Italian sandwiches like 'ciabatta' along with Indian favorites like briyanis. can have tea in the cafe. As a result Café Coffee Day not only provides wide variety of coffee but also a very wide range of food. Lemon 'n Ice Tea. subs. Café coffee day basically provides three different varieties of specialized tea in their cafes. These are: • • • Assam Tea . single-origin coffee.For that ethic feel. Masala Chai .
MERCHANDISING ITEMS: Besides selling such food items. Almost 95% of our customers demand food and we have to take this demand seriously. caps and mugs. coffee powder. Ms Banerjee also said that coffee sales continue to dominate revenues from traditional coffee markets in South India. Hence To meet the consumer preferences they have their weekly. Cafe Coffee Day has tied-up with Neelam Batra. 23 . Café coffee day also sells merchandising items like T-shirts. coffee blends do not enthuse customer without food on the menu. the break-up originally was 33% food and 77% desserts like pastries and sundaes. The survey is basically to find what does customer feel about the products like T-shirts. the Indian celebrity chef in California known for her fusion food. bags etc. caps. Cafe Coffee day is very keen to find out the responses of the people regarding it’s merchandising product and hence is carrying out a market survey on these merchandising items. For menu innovations. The share of food will now go up to 50% and the rest will be desserts. It is also required to find whether the customers are really aware of the different products available in Café coffee day or not. she gave example of the customers of Dalal street (Mumbai) who demand dhoklas along with coffee. monthly and standard menus. she also talked about Delhi where customers ask for munches like matthis. these items are in the range of Rs50 to Rs100." this clearly shows that the demand for food is rising day by day in the coffee bars. But it's a different story north of the Vindhyas.of food on our profitability. mugs. In our food menu.
PLACE Place is one of the important factors in the overall strategy of Café coffee day.000 acre of coffee plantations in Chikmaglur in the Western Ghats of Karnataka and has a capacity of producing 5000 tonnes of coffee per year. Café coffee day owns 7. 24 . The coffee thus produced is processed in its own plants in its curing works in Hasan and Chikmaglur. Place here not only means location of their outlets but also it means location of the manufacturing or processing plant.
Now let us see the location of café coffee day outlets in different parts of the country. The other competitors of Café coffee day namely barista and Quicky’s don’t have their own fields and as a result they have to depend on their suppliers for the timely delivery of the materials. Bangalore Mangalore. Name of the city Chennai Mysore Bangalore Mangalore 25 Number of outlets 5 1 25 3 . Belgaum.Café coffee day has an advantage here. café coffee day is located in the cities like Chennai. In the south. and Goa. since it has it’s own plant located in Chikmaglur. Chikmaglur. Mysore. timely and consistent flow of raw materials is possible in least cost.
Chikmaglur Belgaum TOTAL 1 1 36 In the west it is located in cities like. Name of the city Mumbai Pune Vadodara Ahemdabad Goa TOTAL Number of outlets 30 5 2 1 1 39 In the north it is located in cities like.New Delhi. Haryana. Name of the city New Delhi Agra Lucknow Jaipur Haryana Masoorie Dehradun Chandigarh Jalandar Amritsar Ludhiyana TOTAL Number of outlets 14 1 1 1 1 1 1 4 1 1 1 27 26 . Chandigarh. Lucknow. Masoorie. Pune.Mumbai. Amritsar. Ludhiyana. Dehradun. Jalandar. Goa. Agra. Jaypur. Ahemdabad. Vadodara.
P. the second one is located near Lokhandwala complex. 2.Kolkata.In the east it is located in cities like. 27 .Road in Versova. Bandra: There are about 3 outlets in Bandra out of which one is situated at BPCL in Linking Road.Road in Versova. and the fourth one is at Mount Shopping Arcade in J. whereas the other is at Bandra (West) situated in Bandstand in Byramji Jijibhoy Road. Name of the city Kolkata Bhuvaneshwar Hydrabad Nagpur TOTAL Number of outlets 4 1 8 1 14 CAFÉ COFFEE DAY IN MUMBAI Mumbai is the main target for the café coffee day and hence mumbai has the largest number of Café coffee day outlets.Theresa’s school. Bhuvaneshwar. Third one is at “Birdy’s” Seven Bunglows in J.P. which is next to the St. The third outlet is at Just Around The Corner. And the rest of the cafes are located in Hydrabad and Nagpur. Andheri: There are around 4 outlets in Andheri. which is situated at Fame Adlabs on Link Road. There are 30 outlets in mumbai 1.
Dadar. "BPCL has an impressive network of retail outlets across the country. Cafe Coffee Day. Ghatkopar. Sion (west) and Matunga. Director. Worli Sea Face.3. S. Khar (west). Their future plan is to open more outlets in and around Mumbai. Café coffee day and Bharat Petroleum Corporation Limited alliance BHARAT Petroleum Corporation and Cafe Coffee Day announced an alliance to open Cafe Coffee Day outlets in select In &Out BPCL petrol pumps. 28 . And each of these sites is a potential Cafe Coffee Day outlet." said Mr Naresh Malhotra. Juhu. Colaba. Chembur. Napean Sea Road. Delhi and Bangalore. General Manager (Brand Management). Santacruz: There are about 2 outlets in Santacruz which are at Tagore Kung Saraswati Road and at Mohammad Siddique . BPCL. said Mr. New Queens Road. 4. Ramesh. Other outlets: The other outlets of café coffee day are situated at Dalal Street (Fort). Cafe Coffee Day has already set up nine cafes at BPCL outlets — three each in Mumbai. Juhu: There are 2 outlets in Juhu those are at Juhu Tara Road and Kings International. Santacruz (West) 5. The outlets will be stand-alone cafes or kiosks or coffee counters at the BPCL retail outlets. Juhu Vile Parle (west).
35 By comparing the prices of the products available in Café Coffee Day.22 Rs.40 BARISTA (Rs.) Rs.15 Rs. 29 .40 Rs.15 Rs.35 Rs.40 Rs 20 Rs.30 Rs. Café coffee day. As compared to the competitors which either import coffee or has some internal suppliers.20 Rs. working couples and families in the SEC-A and SEC-B categories that detest the loud ambience of coffee pubs and who are willing to pay these high prices.45 Rs. And hence this factor helps in attracting customers from rival coffee chains. Thus we can see that Barista’s and Qwiky’s target customers are professionals. Café coffee day is known for providing specialized coffee at a very subsidized rate.35 Rs. Qwiky’s and Barista. Café coffee day sells what it grows.22 Rs.30 Rs.30 Rs. Let us now compare the prices of the three coffee chains i.20 Rs. But how is this possible to provide a specialized coffee at very less cost? the reason for this is that Café coffee day has its own coffee plantations So as a result. Even a single rise in the price of the product can reduce demand of the product considerably. we can see that the prices of Barista and Qwiky’s are on the higher side as compared to Café Coffee Day.) Rs. barista and the Quicky’s PRODUCT CAFÉCOFFEE DAY CAPPUCCINO CAFÉ MOCHA CAFÉ LATTE ESPRESSO AMERICANO HOT CHOCOLATE (Rs.e.PRICE Price is a very critical factor to carry out any business.30 QWIKY’S (Rs) Rs.
Qwiky’s has tried to bring the American coffee pub culture in India. This difference in prices is because all these café’s are selling three different concepts. purple and orange predominating the outlets. 35 are 10% to 20% cheaper than similar products of other coffee-chains in the country. Its coffee products priced between Rs. drink and generally have a good time with friends and family. 30 . It’s a place where one can go with work and keep sitting throughout the day. This places the company in a position to offer world-class products at affordable Indian prices. which shows that these are mostly college going students or are from upper middle class or middle class families. Barista has tried to inculcate the Italian coffee culture in India. on the other hand is a regular fast food joint where one goes to eat. Cafe Coffee Day.Whereas Café Coffee Day’s typical customers are between the age of 15-29 years. who can afford these prices and looking at these target customers the company has designed its outlet to look young and trendy with vibrant colors such as lime green. 10 to Rs. yellow. Besides target customers are more towards the higher end of the market than Café Coffee Day’s.
This is exactly what Café Coffee Day is doing. 31 . and in Main Hoon Naa. The well-lit trendy coffee chains serve a wide variety of coffee flavors in an ambience where visitors can unwind themselves by indulging in various activities like playing chess. but are in the lifestyle business. Ms Sudipta Mukherjee. While the cafes have been used as locations for a number of films in Tamil. or a quick bite to go with it. has had it tie up with various movie productions. youth. they have featured in Bas Yun Hi. Café Coffee Day in their effort to connect to its main customers. They provide the customers with the music they like with the help of Q-Jam. Café Coffee Day. a Hindi film featuring Nandita Das and Channel V VJ Purab Kohli. A good promotion can increase sales and bring profit to the firm. scrabble or listen to the music and watch cricket on TV. Promotion means not only advertising your products for the potential customers but also satisfying the needs and wants of your existing customers. by serving coffee with soulful music to their existing customers so that they can rejuvenate themselves and be themselves rather than a place to be “seen at” vis a vis other cafes. Today’s coffee parlors are not just in the business of selling coffee. Telugu and Kannada. launch a fun tabloid for customers.PROMOTION Promotion plays a very vital role in the success of any business. and more. said the company had tied up with a number of movies for in-film promotions. choreographer Farah Khan's maiden directorial venture starring Shah Rukh Khan and Sushmita Sen. sponsor deprived children. Apart from satisfying their customers with their favorite coffee’s and music. similarly a bad promotion can decrease sales and bring losses to any firm. Head (Marketing).
there has been no exchange of cash involved considering the mutual benefit. for most films. Also. In-house research showed that after movies. earns the winner of the grand prize a coffee date with Diya Mirza. which is a strong blend of Hawaiian Kona and Monsoon Malabar variety. As part of the crosspromotion. which Coffee Day would associate itself with In addition. it was sport and music that were other passions with youth. the `Dumdaar' contest. 32 . including Dum. the Hindi film starring the new kid on the block. for Main Hoon Naa. and Diya Mirza. Café Coffee Day also relies on customer feed back through regular feed back forms at all its outlets to be in the know of customer preferences and tastes. According to the marketing head. which was conducted where one gets to enter on ordering a specially formulated `Dumdaar' coffee. the two stars had visited selected Coffee Day outlets across the country. and these were areas. In fact. Vivek Oberoi. a set of Café Coffee Day was constructed in Darjeeling and the cast and crew were even served coffee from it! Café Coffee Day had also tied-up with Dum. The company spends around 2 percent of its revenue on cross promotions with other lifestyle brands and regular events like art exhibitions and live music.scheduled for release in January next year.
"So far we've done sporadic. With the help of B4U. Delhi. will beam only B4U Music. contests and parties at its premises organised by the TV channel. Mangalore. will offer free commercial airtime to promote the coffee chain. According to Cafe Coffee Day's marketing head Sudipta Mukherji. the tie-up is aimed at offering its viewers the blend of finest coffee with good music. Hyderabad. the music and lifestyle television channel for youth has entered into a major retail tie-up with the Cafe Coffee Day. Yet another feature is A Ready to Go? Online contest on the Cafe Coffee Day website.The coffee outlets will see many events. promotion-led advertising. travel and lifestyle programmes. Mumbai."B4U Music has promised between 10 and 12 commercial spots on the channel during prime time.MAJOR TIE-UP’S OF CAFÉ COFFEE DAY B4U Music. music. Chennai. In turn. These magazines would be available for reading across cafe coffee day outlets in Bangalore. trends. Chikmagalore and Pune. where the first 500 cafe citizens participating in the contest would get a year’s worth of free subscription to the magazine. In keeping with the tie up. the channel that offers fashion. 33 . we're getting into building our brand. 60 Cafe Coffee Day outlets spread across Delhi. Pune and Hyderabad. The tie-up up between Cafe Coffee Day and B4U also extends to on-ground promotions by the two. Mumbai. Chandigarh. Ready To Go? Magazines: Café Coffee Day has tied-up with Ready To Go? Magazines. Chennai. According to B4U officials.
the mega prize is an allexpense paid trip to New Zealand which includes high-speed jet boat rides. Apart from thousands of Levi’s gift vouchers. The promotion will be running at all the Cafes for two months from the 20th of April to the 20th of June. Apart from this. Café Coffee Day is also involved in the promotion of the reality show “Are You Hot Or Not”. caps and jackets. we did some promos of our own. Café Coffee Day is promoting this reality show in India. All one have to do is visit www. the National Geographic contest forms can be filled up by the café customers who can drop their filled-out forms into a lucky dip box at the café and lucky winners get to win National Geographic merchandise — T-shirts. play the game. Café Coffee Day advertisements will now be featured regularly on air by the NGC till May 30. The promotion includes a puzzle contest and a Special 6 Inches below Coffee available only at the Café Coffee Day outlets. To preventing fatigue from sitting in. 2003. rafting. where five people have been chosen for the ultimate mission. According to Sudipta mukherjee “ coffee shops have a high loyalty factor: 60-70% of customers come in at least once a week. bungee jumping. which is showed on AXN channel. National Geographic will telecast the entire expedition on Sundays at 7 pm. win mileage points and you stand a chance of winning a whole lot of goodies from National Geographic Channel.in. The reality show will run for nine weeks from April 20 to June 15. in Bangalore. Levi’s Jeans: Café Coffee Day and Levi’s are conducting a nationwide promo on the Dangerously Low range of their latest denim line.nationalgeographic. National Geographic Channel(NGC): cafe coffee day has aligned nationally with National Geographic covering 92 cafes across 16 cities for NGC’s Mission Everest Contest.around the soccer 34 . 2003. helicopter rides and loads more.co. They have also promoted the recently realeased Hindi feature movie Meri Nayee Podasan.
Valentine’s Day and Christmas. Introduction Of touch Screen Digital Jukebox In the Café: Bangalore. new releases and top numbers in English and Hindi can be chosen. Cafe Coffee Day has promoted it self by doing number of Innovations in the overall coffee retailing industry. mood. .Q jam has been manufactured by Real Image Media Technologies.music by genre.Café Coffee Day introduced the touch screen digital Jukebox for the listening pleasure of its customers in all its café's across the country. The innovations are as follows- INNOVATIONS ABCTC ltd. Companies like wrangler. archies and weekender turned up on their own initiative to give away prizes during those events. did innovation by introducing India’s first Internet café in 1996 . The digital database is divided into categories like . Café coffee day has even been designing special drinks for the products like the Levi 6” below jeans. The Jukebox called "Q Jam" allows customers to choose the songs they want to hear. even Hindi movies and TV serials. artist. That set us thinking” ever since. Theses are some of the Innovations done by Café Coffee day over the years…. album. Since then Café Coffee day has done many innovations in the total coffee-retailing sector and hence projected it’s image as a ‘Café with a difference’.world cup. 2002.Café coffee day. The touch screen digital Jukebox is operated by a remote server and each can store about 1500 tracks. a Mumbai based concern. favorites. The dial up 35 . June 22. there’s been a deluge of advertisers.
This is the fourth Café Coffee Day outlet in New Delhi. Modern and aesthetically designed furniture enhances the overall appearance of the café. If the user does not select any song. but what has been a big hit with the customers is that it plays requests and also offers a facility to dedicate a song. The user-friendly touch-screen interface guides the user step-by-step through song selection and dedication. Music is an important part of the ambience in the café and the choice of music must rest with the customer ". Ms. Therefore new songs are played each day. The café will also have attractive merchandise such as T-shirts. the Jukebox plays songs continuously.facility enables the Jukebox to automatically download new songs from the server the following day. Head . The other café's are at Ansal Plaza. the Jukebox will pick up songs at random from its database and play them. ice cream and desserts will also be served. 2002 . Noida and Vikaspuri.Marketing. caps. Café Coffee Day says. "The concept of this state-of the art Jukebox makes for a trendy. Non-coffee beverages. coffee mugs. and badges. The aim of the music café is to bring the joy of live music in a whole new way. Airport. 36 . Encompassing an area of 1. the café is donned in vibrant colours ranging from purple to lime green and yellow. The Café will serve the choicest of coffee at affordable rates in an ambience filled with good live music. Café Coffee Day launches its music café at New Friends Colony at New Delhi February 18. The café will feature live musical entertainment. Even without any customer interaction. pastries.Café Coffee Day launched its music café at New Friends Colony in New Delhi. Sudipta Mukherjee.100 sq ft. The café is centrally located at the Community Center at New Friends Colony. new-age feel and fits perfectly with our scheme of things.
Weekends will feature live musical performances by best musicians locally presenting top quality music. 2002 . Naresh Malhotra. Our café will provide an avenue for promoting local talent. which promotes the "Take Away" coffee concept aggressively. Bangalore.Mr. Café Coffee Day said. There will always be something happening at the café. The reason to introduce the "Take Away Large" is to offer this segment of customers a real coffee experience". This coffee is strong compared to the regular take away coffee and is topped with a thick layer of froth. which is what Café 37 . which is the hotbed of new and youthful talent. Head Marketing . Customers will not only enjoy their favorite hot coffee in a large cup. "We envision our café at New Friends Colony to be a place where great coffee and good live music come together.Café Coffee Day introduced a large take away hot coffee called the "Take Away Large". Introduction of a larger and stronger coffee called "Take Away Large" for the coffee lovers at Café Coffee Day. but also take with them a part of the café experience. Director. The idea is to offer a cosmic mix of music to customers. Ms. Café Coffee Day is the only café chain in India. "The 'Take Away" concept at our café is extremely popular with those customers who like to grab a good cup of fresh roast and ground coffee while they are on the move. The freshly brewed coffee is served in a spill proof disposable cup and is available at all café's across the country.Café Coffee Day said. July 31. Sudipta Mukherjee.
Cafe Coffee Day outlet launches a Café with wireless Internet access Café Coffee Day announced the launch of the first customer loyalty program in all its cafes across the country on July1 2002 in Banglore. which has achieved the unique distinction of becoming the country’s first wireless public cyber cafe. surf or exchange mails from any corner of the cafe. You can enjoy the facility at the Lavelle Road outlet of Cafe Coffee Day in Bangalore. "Café Citizens Program" is a loyalty program launched through Net Carrots Loyalty Services to reward regular customers How about surfing the internet or carrying on with official work while sitting anywhere in a cafe. 2003 uses Bangalorebased Ittiam’s 802. The ‘Wi-Fi’ facility.11b Wireless LAN Access point prototype on one end and handhelds/palmtops/laptops with the commercial off-the-shell WLAN cards on the other. but is it possible? Yes. be it indoor or outdoor. 38 .Coffee Day is all about and is best summed in the tagline "A lot can happen over coffee". sipping a hot cup of coffee? Sounds exciting.Visitors at the outlet can now connect to the net. which was launched on Feb 5th.
Director. Speaking on the launch of the "Café Citizens Program". Mr Srini Rajam. that their Cafes have become a favorite hang-out place for youngsters. “We are delighted to showcase our wireless LAN solution in a real life application. Stating that it was a significant event in many respects. Chief Executive Officer of Ittiam said that it provided Ittiam an opportunity to field test and demonstrate its complex technology. Until then the service would be free of cost.After the launch of this café Ms Sudipta Mukherjee head of marketing department told a newspaper called Deccan Herald “Currently. the outlet is providing visitors laptops and tablet PCs to surf the net free of cost. So they wanted to acknowledge and reward their loyalty to Café Coffee Day by giving them (customers) a unique loyalty programme which provides instant benefits as well as long-term surprises. Naresh Malhotra. We are yet to come up with pricing strategy for the facility. However she added that the pricing structure would be finalised within the next 10 days of the launch." 39 .”. Café Citizen Program Café Coffee Day is the first café chain in India to introduce a customer loyalty program.” he added. Hence café coffee day has given a new meaning to the whole Café cocept by not only providing the best coffee and food but also the best available technology to its customers. Café Coffee Day said that they have found. We are presently offering visitors the devices so that they experience the new way of internet surfing.
100 on a single bill is automatically eligible for membership to the "Café Citizens Program". Head . if a customer has billed less than Rs 100. 25. 5. The Café Citizens Card entitles members to a 10% discount on all food and beverage bills for one year from the month of membership. Ms. members will also receive surprise gifts when they reach total-billing amounts (across Café Coffee Days outlets) of Rs. Sudipta Mukherjee. Members can track their total billing spend at any Café Coffee Day outlet across the country. 40 . Freedom From Illiteracy Bangalore. Rs.500 (1st milestone). any customer who bills a minimum of Rs. 2002 . handed a cheque of the initial amount to the underprivileged Children from a CRY supported project. 2002. Café Coffee Day. The Program also entitles members to get special offers and invitations from Café Coffee Day.Café Coffee Day in a unique gesture extended its financial support to CRY with the aim of educating 55 children for one year. he/she can pay Rs. 2.000 (3rd milestone) respectively. August 13.Starting from July 1. This move was with respect to India’s 55th Independence Day celebrations.Marketing. irrespective of the bill amount and avail membership to the "Café Citizens Program". Through the "Café Citizens Program". However.000 (2nd milestone) and Rs 10.
Café Coffee Day collected the balanced amount by placing collection boxes on behalf of CRY at all its café's across the country on August 15th they carried out such collection till August 31,2002. Hence Café coffee day gave its customers an opportunity to contribute towards CRY's child development initiatives. Ms. Sudipta Mukherjee said, "Café Coffee Day is happy to support CRY by contributing to the education of 55 less privileged children. An education will help these children thrive in a rapidly changing environment. This gesture is a commitment towards building a happy society. This, we felt, was the most appropriate way to celebrate the 55th year of our country's Independence". Appreciating the initiative taken by Café coffee day towards the development of under privileged children. Mr. Cyriac Joseph, Senior Manager, Resource Generation, CRY (South), said, "We appreciate Café Coffee Day's initiative in making this donation and also for offering their customers a unique opportunity to participate in CRY's efforts to change the lives of underprivileged Indian children. We consider this donation as an investment made by the company in the future of our country".
Dark Forest The company recently launched a premium coffee known as “The Dark Forest” in not only in India but also in other countries like Japan,US and UK. Being tipped as the connoisseur’s coffee, ABCTCL wishes to put its
marketing and distribution network behind Dark Forest as also within the reach of as many connoisseurs as possible in terms of affordability. Piped as the country’s first single origin estate branded special coffee, Dark Forest is priced at Rs 80 for 200 gms and Rs 175 for 500 gms. The coffee is planned to be marketed both in India and abroad. The company claims that the coffee pickers belong to the Lambini tribe while curing and washing of the beans is undertaken at the 184 year old Kathlekhan estate, which was taken over by ABCTCL in year 2000. Thereafter, the beans are sent to the company’s own processing facilities for roasting, grinding and filling. Dark Forest will be available in the form of beans as well as pure coffee powder. The company claims it has no additives, chikory or otherwise. For the domestic buyer, Dark Forest will be retailed through the current 32 cafes of the Cafe Cofee Day chain and the 250 Coffee Day retail points spread all over the country. It will also be retailed through select stores in major cities. A mail order option will be put in place soon as also a web-based purchase mechanism.
CHAPTER 4 “MAJOR COMPETITORS OF CAFÉ COFFEE DAY”
Existing Competitors. o Qwiky’s Coffee Pub. o Barista
The New Competitors Are On the Way… Coffee Club ltd. o o o Starbucks. Coffee Pai Café. Java Green.
EXISTING COMPETITORS It is generally seen in today’s world that whenever a company does innovation in a certain field, other companies also follow the same path and come with more innovative ideas and concepts. Same is the case here- As soon as café coffee day started getting popularity; other companies came up with their own coffee pubs. So now there are two major competitors for Café coffee day. These are namely Qwiky’s coffee pub and Barista. Both these cafes have a strong economic support and are giving very tough competition to Café coffee day. Barista has made it’s presence in the minds of Sec-a people and has become the fastest growing coffee chain in India.
And hence Qwiky’s came in to existence. which were used by various Stock exchanges.a Nasdaq listed company. Chimala got an attractive deal from SSI Technologies in 1998: he sold Indigo Technologies in return for stocks in SSI. Chimala brewed a new idea. The first Qwiky's Coffee Pub was established in Chennai on October 1999. which has very limited outlets but has great potential to grow in the coming future.On the other hand Qwiky’s is a very slow moving competitor. Now let us have some insight of both theses competitorsQWIKY’S COFFEE PUB Qwiky’s: Inspired by the specialty coffee bar scene in the US. He decided to start a coffee pub and sell coffee. The share price of the SSI was around Rs 500 when he Indigo Technologies. movie theatres and multiplexes and Qwiky's Coffee Xpress. but left the firm to start Indigo Technologies in 1992 all by himself. After analyzing all the opportunities. But then he decided to return to India and start a new business. The indigo technologies basically gave him a chance to have innovations in the market. His company started offering products.500 and at onetime even touched Rs 7.S set up Qwiky's Corporation with a vision to set up coffee pubs around the globe. Shashi Chimala the owner of the two software companies in the U. Chimala did not want to come up with a software firm because he knew that the software bubble can burst at any time.000. in 1984.now known as Convansys . Qwiky's expanded its operations through different formats: Qwiky's Coffee Pubs which are stand-alone coffee bars. but soon thereafter jumped to Rs 2. Shashi Chimala co-founded CBSI . Shashi Chimala the chief executive officer of 'Qwiky's was in the second batch of the software engineers exported to us in the year 1979. Mr. Qwiky's Coffee Islands which are storein-store units within large stores such as Lifestyle and RPG's Music World. which are 44 .
Bangalore. Delhi and Pondicherry.Mahadevan the manager of Quicky’s for the whole mumbai region was interviewed and the following information was collected. The quicky’s have a plan of opening the first standard outlet in mumbai in cross roads. That’s why it has only three islands in over all mumbai.K. Qwiky's had 15 Pubs and Islands. The three islands are located in Mulund (armol). The quicky’s also have plans of opening it’s outlets in other countries like Singapore and Srilanka. Qwiky's are 45 .essentially coffee kiosks. in Chennai. They don’t own their own plantations like café coffee day does. • Raw materials: Qwiky’s get coffee from the plantations located in Chikmaglur. A VISIT TO QWIKY’S COFFEE PUB Qwiky’s is a latest coffee pub to strike mumbai in last one year. Quicky’s in mumbai. By 2002. and 15 Xpress kiosks. Phoenix.A visit was made to the Quicky’s island located in Mulund (armol). It has served more than a million cups of coffee in just two years. and in malad. Qwiky’s opened its first island in Armol mumbai . Where Mr.the quicky’s has not at all taken mumbai as a serious or potential market. Hydrabad. The islands are with collaboration of lifestyle. For milk. But they claim of having a strong links with plantation owners.
Mahadewan these many people are more than enough to handle a single outlet. He believes that having area less than 1000sq. Regarding standard outlets in mumbai they have plans of opening a “Standard outlet” in Cross Roads • Space for each outlet or Island: According to Mr. One is here in Mulund and other one is in phoenix (lower Parel).ft is very much economical • Organization structure: Qwiky’s have got 5 staff members in each outlet or island.ft with a sitting capacity of 24/36 customers.ft of area because if the area is more that.dependent on the local suppliers. Then there is a shift manager and an Outlet manager. which would be again inside Lifestyle showroom. then it becomes a restaurant and not a café. • Recruitment of employees: 46 . K. According to Mr. And for food Qwiky's have tied up with Mr. Diren Kanvar a well-known chef. the outlets or islands should have not more than 1000sq. • Number of Outlets in mumbai: Qwiky's don’t have standard outlets but they have got islands in mumbai. Qwiky’s has plan of opening another island in malad. consisting of 2 trainee baristas. Mahadewan. these islands are located in the lifestyle. The island in Mulund has a total area of 970 sq.
address they also know customer’s personal details like birthdays etc. and accordingly they send birthday cards. Qwiky’s don’t believe in giving monetary incentives because that creates negative competition. or some kind of a gift voucher etc. college-going crowd to business people. • Customers : Qwiky’s have all the type of customers right from families. Qwiky’s give more preference to their personal skills and the way they handle the customers. In fact.Qwiky’s recruit people as trainee baristas. • Rewarding schemes: Qwiky’s conduct everyday briefings. But Qwiky’s also consider the qualification part. They know customers. They give specific targets to their employees’ everyday. They recruit mostly management students and hotel management students on the basis of their personal skills. Whenever any employee performs well. Mr. by their names. And according to their performance they promote them. They also know 47 . • Customer loyalty plan: Basically Qwiky’s don’t consider customers as customers but they consider customers as guests. They claim that to have developed an emotional relationship with the customers. And also those customers who visit the “lifestyle”. Dividing customers on income group Qwiky’s have both Sec-A crowd as well as higher middle class crowd. Mahadevan joined Qwiky’s as a trainee barista • Recruitment on Qualification or on the personal skills: While recruiting people. they get appreciation letter.
Qwiky’s do believe that currently in mumbai they are not very popular. • Future plans: Qwiky’s have a plan of opening a standard outlet in mumbai. Mahadewan the competitors add some extra ingredients in coffee. According to Mr. In short Qwiky’s believe in” personalized café” kind of a system. Qwiky’s also give free dinner and gifts to the customers who give the best suggestion. Whenever people see advertisement of lifestyle indirectly Qwiky’s also get promoted. Qwiky’s don’t believe in expanding at a very fast rate because it is 48 . Because they have not entered mumbai in the “big way” as other competitors have. Qwiky’s get their promotion through Lifestyle. But since they have entered just last year they expect to get popularity very soon. If they have complaints we make sure that we correct our mistakes. which changes the taste of the coffee but Qwiky’s is the exception. • Stand against competitors: The only thing that makes Qwiky’s stand against their competitors is the original coffee that they provide. Qwiky’s also have a suggestion scheme where customers can give suggestions regarding the over all working of the café.what kind of coffee their customers like and they prepare coffee according to their preference. • Promotion of Café: As far as mumbai is concerned Qwiky’s don’t spend any amount on advertisement. Also they are opening two outlets in Srilanka and one outlet in Singapore next year.
Promoted by the New Delhi-based Java Coffee Company.not economical. Barista is the fastest growing coffee retailing chain in the country. BARISTA One of the biggest and the strongest competitor of café coffee day is Barista. Its target customers are also different from that of Quicky’s and Café Coffee day constituting professionals. Since beginning Barista has tried to position itself as a fine café and not as a coffee pub that Quicky’s and Café Coffee Day are. From the beginning Barista's expansion plans have been quite aggressive and the company's strategy takes an advantage by establishing 49 . And not because of it’s Quantity. And also they believe that. The brand takes its name from the Italian term for a coffee brew master. working couples and families in the SEC-A and SEC-B categories that detest the loud ambience of coffee pubs. a café should get success and popularity because of its quality.
the company has initiated moves to tap the home brewing market by introducing home brewing products and equipments. In India. These moves are expected to take Barista's reach beyond the retail and institutional segments that in turn would boost the demand for coffee retailing market and develop the category as a whole. is all set to enter the Indian markets. While the home brewing equipment includes the French Press and Expresso Machines sourced from Swiss company. There is a distinct first mover advantage in this business and Barista planned to tap that. T-shirts. The home brewing products include Barista House Blend that is made out of Arabic coffee beans and priced at Rs. Barista has plans to make a foray into branded merchandise such as caps.early presence across the country. The Coffee Club outlets are 50 . And hence these existing coffee bars are going to face huge competition in coming future. Bodum. coffee mugs and other coffee paraphernalia. where tea is much more of a universal drink than coffee. apart from the retail chains. the company operates around 105 outlets across the country. The first Barista outlet was started in March 2000 in New Delhi. Barista is exploring the opportunities of serving wide markets including the ones overseas. Currently. Singapore-based Coffee Club Ltd. 120 for 200 grams.. The new competitors are as followsCOFFEE CLUB LTD. The company plans to open outlets in Chennai and Bangalore and then move to Mumbai and Delhi. The company seems to have understood different formats that are being run in India and is establishing outlets of two types: Coffee Club and Coffee Club Xpress. This apart. THE NEW COMPETITORS ARE ON THE WAY… In the near future Indian markets are going to be flooded by number of national and international coffee bars.
6bn Starbucks plans to sell its lattes in India by early next year. A four-member team from Starbucks International was here in June and has short-listed a few cities for the initial launch. which is the world leader in the coffee retailing market and is counted as one of the strongest brands in the world enter India. STARBUCKS After spreading the coffee culture around the world through its greenand-white embalmed cafes. cakes and pastries.500 sq ft area for each of them. Company sources claim that all Coffee Club/Xpress outlets would serve about 45 to 50 varieties of coffee and each gourmet coffee that would be siphon-brewed to maintain the delicate flavor and aroma. the $2. But action would speed up once players like Starbucks. In the Coffee Club it would be 55% beverages and 45% food and in Xpress it would be 65% beverages and 35% food.Mumbai. Each Coffee Club outlet will have a unit offering food. The company is aiming to differentiate itself from the competition by offering two different concepts and very different theme as a lifestyle café. Two to three pilot coffee shops will be opened in each of these cities. and Starbucks is planning 2.000-2. The company will initially set up shop in the three metros .targeted at professionals and other sophisticated up market customers who prefer sophisticated service and are willing to pay a premium. After the 51 . Delhi and Chennai. Coffee Club Xpress caters to the young and trendier customer segment on a self-service basis and would have more of a mass appeal. The deep pockets combined with their brand name and expertise in specialty coffee retailing is being looked at as a formidable challenge for the current players.
COFFEE PAI CAFE THE café culture is on a roll with yet another café brand announcing plans for a pan-India rollout over the next four years.with its 5.pilot stage. Sources say that Chennai will see the first Indian Starbucks. Since it went public 10 years ago. the company aims to open up to 25 outlets in each city. Starbucks Coffee . and profits have climbed at 30% annually to $181. but currently have no announcements to make regarding the market. Coca Cola and Microsoft. Its green-and-white mermaid logo is omnipresent in markets such as the US and Canada. PepsiCo. Pedro Man. When contacted.689 outlets in 28 countries . making the company a favorite on the Wall Street. on-the-go caffeine addict.500 sq ft. president of Starbucks Asia Pacific. urban. and the chain that originated in Seattle has got mega-plans for India. General Electric.200-1.the feasibility studies are slated to happen later this year.2m last year. though these would be much smaller. The Starbucks target audience is the hip. said “We are excited about opportunities for Starbucks in India. Hyderabad and Calcutta . The company's stock has soared 2.200% over the past decade. at 1. after entrepreneur Howard Schultz bought the chain 15 years ago.has grown in sales at an average of 20% annually to $2. Starbucks plans to do research on other locations like Bangalore. which has introduced the "more restaurant than café" concept with the launch of Coffee Pai Café here in Kolkata on Aug 52 . Pai's Foods Pvt Ltd.6bn in '01. outstripping such big daddies as Wal-Mart. In Round II." Starbucks is one of the fastest growing brands in the world.
15 cities. Director of Pai's Foods Pvt Ltd. announced plans to seek a nationwide presence with the setting up of 250 outlets in 36 cities across the country within the next four years. Chennai. Besides. In fact. he also added that Coffee Pai Café offerings would range from pastas to paranthas. including Delhi. Kolkata. Pai "The idea is to blend the Baristas and bawarchis”. which would be priced at around Rs 120 at the higher-end. this information was given by Mr Naveen Pai. outlets of the brand would serve freshly prepared vegetarian and non-vegetarian dishes.8th. "As a company. According to Mr. Reliance Infocomm. Mr. which will be sold in its over 700 web stores across the country. Mumbai. our earnings from franchisee fees and commission during the current fiscal is expected to be around Rs 1. the idea was to open 12 franchisees in select cities within the next 12 months. Pune. Hyderabad. at the time of the launch of the café. have been identified where Coffee Pai Café franchisee outlets would be set up in the months ahead. JAVA GREEN The Reliance group is set to make a foray into coffee retailing business by launching a coffee brand called Java Green. Besides setting up the infrastructure. 20 per cent of the revenue that is generated would have to be given to Pai's Foods as commission. which will 53 . To begin with. Chandigarh and Jaipur.5 crore". Bangalore. franchisees of Coffee Pai Café would have to pay a one-time franchisee fee of Rs 2 lakh. Pai said. Along with a flavoured coffee range. among others.
Other beverage brands like Java Roll and Java Wraps will be sold through the web store coffee outlets. Sashi Chimala. The name represents computer script. "Java is actually the blend of three things. is billed as the brain behind Reliance Infocomm's coffee retail outlets. is exploring the option of setting up standalone Java Green outlets in Mumbai and Chennai shortly. Qwiky's. Indonesian coffee and the beautiful peacocks of Bali. which in fact launched its nationwide chain of web stores on January 26." said a source who was involved in the coffee retailing strategy for Reliance Infocomm. CHAPTER-6 “COSTOMER RESEARCH” Customer research on the latest offering of café coffee day –“ The merchandising products” • The need 54 . the Chennai-based coffee retailing company. will manage the entire operation of the coffee bars housing Reliance Infocomm's web stores.market the brand through the coffee bars inside its web stores. who had set up Qwiky's five years ago. after working in the US software industry for many years. the shopping mall in Chennai. Sources close to Reliance Infocomm said the first coffee retail outlet is expected to come up at Spencer Plaza. has also finalised plans to set up independent Java Green coffee outlets shortly. Reliance Infocomm.
With more than 120 outlets in the country. The merchandising products consist of Caps. Analysis And Interpretation Of The data. Bags and Coffee powders like the famous “Dark Forest”. But are the customers really aware of these products??? This is a very vital question. T-shirts. which requires an answer. Cafe Coffee Day not only provides its customers different varieties of coffee but also provides rich variety of food. • • • Response of the customers. Problems Identified. Method of data collection. The Need Café coffee day is one of the leading coffee chains in India. But recently Cafe Coffee Day entered in to a totally new dimension of products-“MERCHANDISING PRODUCTS”.• • • Objective of the research. Measures to be taken. In order to answer such questions and to know the consumer behavior towards Café Coffee Day’s merchandising products. Scope Of The Study. a challenging project was undertaken to make a study of the existing customers and give 55 .
Objectives of research 1. To know if he is interested in buying the gift vouchers of Cafe Coffee Day. To know how far he (customer) is aware of Café Coffee Day’s new merchandising products. 7. Method Of Data Collection i. Most of the questions 56 . The questionnaire was prepared abiding by the guidelines to prepare it. 5. To know what he feels about the prices of these products. Primary Data: The Company Profile is written on the basis of a personal interview conducted on one to one basis with the outlet manager Mrs. To give proper feedback and suggestions to the management on the basis of analysis to improvise on the situation. multichotomous and dichotomous questions. 2.e. After studying the problem area a questionnaire was drafted to know the behavior & feedback of the existing customers. An appointment was taken for about an hour and questions were shooted & the data was noted.Pragnya of the Santacruz outlet (Head Office). 4. To know any other merchandising product he would like to have. 6..feedback and suggestions to the management on how to popularize Café Coffee Day’s merchandising products and take it to the peaks. 3.. To know what new merchandising products the customers wants. The questionnaire prepared was very objective with multiple alternatives along with yes & no i. To know which Merchandising product(s) of Cafe Coffee Day he likes.
While the customers were answering the questions we personally sat with them asking counter questions to know the reason behind marking a particular answer as the questionnaire was very objective and could gather very less information. the responses and analyzing the situation.cafecoffeeday. After getting the permission from the head office this questionnaire was then taken to their outlets and randomly 60 customers at 5 outlets were surveyed. This data was collected from the net from the website www. Analysis And Interpretation Of The data After all the questionnaires were filled. After carefully studying the problem. Scope Of The Study 57 .were close ended but care was taken to introduce some open-ended questions to enable the respondents to express their own views.com. suggestions were provided. ii. Secondary Data: This is the data collected on the various other outlets owned by Café Coffee Day all over India. and frank in giving answers. After sorting out all the questionnaires the tables were carefully analyzed and the data was interpreted in the form of pie diagrams for visual presentation. they were compiled and tabulated based upon the responses given by the customers. Our guide first corrected the questionnaire and then the final copy was given to the head office of Café Coffee Day at Santacruz along with a request letter signed by our principal to carry out this project. An interview with the customer was possible at most of the time and people too were very co-operative.
which also became clear. This will help to know the likes and dislikes of the customers and with the help of this information. One thing.The study was made to know the customers of Café Coffee Day better. Response Of Customers Towards Café Coffee Day’s Merchandising Products 58 . This study will also help to know what is the feedback of the customers towards the merchandising products of Café Coffee Day. was that the awareness of these products was not up to the mark. Thus. this research will definitely be of extreme importance to Café Coffee Day. It is also seen that if the management itself takes a survey the opinion received is not very dependable and frank but myself being an external authority. I could get more reliable and correct information. changes can be made accordingly so as to satisfy more number of customers. The management itself accepted this fact. This study will help the management know the loopholes and fill in the gaps. The customers surveyed were the existing customers of Café Coffee Day.
Then about 13% of the people are between the age of 26-35. Q2. Age group? 2% 13% 2% Below 25 26 . they basically come to Cafe Coffee Day with their friends or relatives. This shows that majority of the customers are young college going students.Q1. Household Income per month? 59 . It can be seen from the pie diagram that they constitute about 83% of the total customers.45 83% Above 45 From the survey that was conducted. it was found out that the major customers for café coffee day are below 25 years of age.35 36 . The remaining 2% are above the age group of 45. Then about 2% of the customers are between the age group of 36-45 consisting of mostly working class group. these are mainly working people who come to Cafe Coffee Day for business proposals or just to relax after having a tired day at the office.
000 & below 30.000 comprises of about 22%.000 group are mainly higher-class people and they comprises of about 24% of the total customers visiting Café Coffee Day.000 Above 45.000 and below 30. The other customers who have monthly household income below 15. which shows that the customers are mainly from upper middle class families.000. which shows that they are mainly from the middle class families. The above 45. whereas 22% of customers have their household income below 15. From the above observation we can see that major number of customers have their monthly household income above 15.000.000 & below 45.000 as their household income comprises of about 20% of the total customers whereas 24% have their household income above 45. 60 .000 Above 30.000 20% 34% Analysis: From the pie – diagram above it can be seen that about 34% of the customers have their household income above 15.000.000 & Below 45. The customers having above 30.000 & Below 30.000.24% 22% Below 15.000 Above 15.
m to 6 p. At which time of the day do you prefer to visit the café? 9 a.m to 9 p. since according to them that’s the time when they are free and when the colleges and offices are closed. There are very less customers during the daytime as we can see from the observation that the number of customers visiting the café are only in the range of 10% to 15%. The customers who like to visit the café during 12 p.m 6 p.m and 9 a.m are about 15% and 13% respectively whereas those who preferred any time are just a mere 1%.m 24% any time preferable 47% Analysis: From the pie – diagram above we can see that about 47% of the customers prefer to visit the café at about 6 p.m.m to 3 p.e.m to 9 p. From the observation we can analyze that the major number of the customers prefer to visit during the evening time.m 1% 13% 15% 12 p.m to 12 p.m to 12 p.m. whereas 24% prefer to visit between 3 p. Thus we can analyze that the café’s are mostly crowded during the evening time i.m to 6 p.Q3.m 3 p. 61 . The customers who prefer to visit during noon are those who come to the café’s during the break for hangout.m to 3 p.
whereas 39% knew it by word of mouth.m. Q4.m to 3 p.m & between 12 p. The above observation suggests that the promotional strategies of Café Coffee Day are not up to the mark.between 6 p. whereas very less customers prefer to visit the café’s during the daytime i. The customers who came to know about Café Coffee Day through radio are just about 6%. since majority of the customers came to know about the outlet while passing by. since the customers who became aware of Café Coffee Day through this medium is just about 6% of the total customers surveyed.e..m. What made you aware of this place? Outlet itself 6% 2% 6% 47% 39% Word of mouth Newspaper inserts Radio Multiple choices Analysis: the pie – diagram shows that about 47% of the customers knew about the outlet itself while passing by. whereas others came to know by those customers who have already visited the café i.m to 9 p.m to 12 p. Those who became aware of the café through newspaper inserts are also 6% of the total customers surveyed. 9 a.e. Their strategy to use newspaper inserts and radio as a medium to promote the café has not been able to provide them with their desired results. through word of mouth. The customers who ticked more than one choice are about 2% of the total research conducted. So in 62 .
it is observed that the majority of the customers who visit Café Coffee Day are occasional customers i. atleast once in a week or twice in a week and the total percentage of these customers are about 45% as compared to the occasional customers who are about 55% of the total 63 . The customers who visit fortnightly are about 23% and those who visit atleast once in a week are about 23% of the total customers surveyed.V.e. Their regular customers comprises of those who visit the café’s everyday.. From the above observation. those customers who visit the café only once in a month. How often do you visit Café Coffee Day? 22% 23% Once in a fortnight Once in a month Atleast once in a week Twice in a week 23% 32% Analysis: From the pie – diagram above it is observed that about 32% of the customers visit the café once in a month. Q5. whereas 22% of the customers visit the café twice in a week. ads in newspapers etc.order to attract more number of customers the management should opt other mediums like T.
What is the purpose of your visit? 9% 3% 8% Hangout Kitty parties Business proposals Any other 80% Analysis: From the pie – diagram above we can see that the about 80% of the customers visit Café Coffee Day for hangout. they come to the café for enjoying and spending some time with their friends or relatives.e. From the above observation we can analyze that the majority of the customers visit the café’s for hangout i. These occasional customers are those who visit the café’s once in a month or fortnightly. As according to them.customers surveyed.. Q6. The customers who visit the café for business proposals are a mere 3% as compared to those who visit the café’s for any other purposes and these comprises of about 9% of the total customer surveyed. it is a place where they come to rejuvenate themselves and be 64 . whereas 8% of the customers have visited the café for kitty parties.
kitty parties or for any other purposes constitutes to a mere 20% of the total customers surveyed.themselves rather than a place to be “seen at” vis a vis other cafes. they like most of the features of Cafe Coffee Day. The other customers who visit the café for business proposals. Q7.e. These cafes allow customers to spend as much time as they prefer and this is what attracts the customers to these café’s.What attracts you to this place? 31% 40% 5% 12% 12% Coffee Price Ambience Music Multiple choices Analysis: From the above pie diagram we can see that most of the customers have preferred more than one choice i. Thus we can say that the majority of the customers think of Café Coffee Day as a place to hangout or to be with your friends or colleagues. The customers who only liked coffee in 65 . As we can see from the diagram it self that it comprises of 40% of the total customers surveyed.
Are you aware of the merchandising products of cafe coffee day? 40% Yes No 60% Analysis: According to our findings.Cafe Coffee Day are about 31%. On the other hand there were only 5% of the customers who think that price is the major factor that has attracted them to this café. 66 . On the other hand about 40% of the customers were not aware of the products. Where as the customers who preferred ambience and the music are both 12%.e these are the occasional customers. Q8. Most of the customers who were not aware of the café coffee day’s merchandising products. visit café coffee day once in a month or once in a fortnight i. 60% of the customers that we interviewed were aware of the merchandising products of café coffee day.
the outlet situated in Chembur had no display and so the products were not visible at all. this should be taken in to consideration and proper steps should be taken to improve it.Though majority of the customers of cafe coffee day are aware of the merchandising products. 67 . Then about 25% of the people liked the coffee powder. From the research it was found out that about 32% of the customers like mugs. Q9. They especially liked the overall appearance and the shape of the mugs. Though nearly all the outlets we visited had a proper display of the products. Which merchandising product of cafe coffee day do you like? 13% 32% 25% Mugs T-shirts Caps Coffee Powder Multiple choices 11% 19% Analysis: It was also tried to find out which merchandising products customers liked the most. cafe coffee day should take the other 40% (customers who are not aware) very seriously and should try to display the products in a much attractive manner.
which was not preferred by the college going customers. What do you feel about the prices of the products? 5% 26% High Reasonable Low 69% Analysis: 68 . They also had a little childish appearance. About 19% of the people liked the t-shirts but only thing that they complained was regarding the variety and sizes of the t-shirts available.specially the dark forest. about 13% of the people liked more than one products but mostly they liked mugs and coffee powders. Then only 11% of the people liked caps the amount of acceptance is low because people think the prices of caps are high and the quality also is not up to mark. Q10.
Any other merchandising products. But many people thought the other items like caps and t-shirts were not worth buying.From the above pie diagram we can analyse that about 69% of the people think that prices of the merchandising products are reasonable. While 26% of the people think that the prices are high. Q11. since they said that by paying little more they could get the branded ones. you would like to prefer? 16% 10% 20% G ift vo u ch e rs C h o co la te B o x Bags K e yrin g s 18% 36% Mu ltip le ch o ice s Analysis: 69 . And only 5% of the people have opinion that the prices of the merchandising products are low. Customers also said that they really feel that the prices of mugs are quite reasonable enough.
Where as 18% of the people wanted bags which can be used in their daily life. 16% of the customers had multiple choices.The above pie diagram indicates what other merchandising products the customers would like to have in future. Q12. 20% of the people preferred gift vouchers. Only 10 % of the customers wanted Cafe Coffee Day key rings. We found out that 36% of the customers would like to have Chocolate box as this can be presented as a gift for any occasion. But most of the people liked the chocolate box. How do you grade Café Coffee Day’s merchandising products? 19% 22% Good Excellent 18% Average Need to improve 41% Analysis: 70 .
The remaining 18 % think that the products are excellent especially the mugs and the coffee powder. About 41% of the customers think that the products are just average. 19% of the people said that the products still need more improvement. Q13. Then about 22% of the customers grade it as good. Would you be interested in buying cafe coffee day’s gift vouchers? 34% Yes No 66% Analysis: 71 .Now let us see what is the opinion of the customers towards these merchandising products of Café Coffee Day.
Because most of these customers are occasional customers and hence do not find it interesting. Q14. If yes.If cafe coffee day launches gift voucher in the market . the customers opinion to it is as follows : 66% of the customer will go for the gift voucher as it completely new concept and latest arrival in cafe coffee day . then in what denomination you will prefer it? 13% 3% 28% 50 100 200 500 Multiple choices 35% 21% Analysis: 72 . whereas 34% of customer are not interested in these voucher scheme.
73 . These products are not properly displayed because of which it is hardly visible to the customers.100.From the above pie chart we can analyze that most of the customers (35%) would like to have gift vouchers in the range of Rs. There is no variety in the merchandising products for the customers to choose from. where as about 28% of the customers preferred to have gift vouchers in the range of Rs.100. 200 and 13% of the customers would like to have gift voucher in the range of Rs. 50.500. The promotional strategies for these merchandising products are very poor. There is less awareness about these merchandising products. Problem’s Identified: The quality of the merchandising products is not good. The t-shirts and caps look as if they are meant for small kids. 3% of the people would prefer any denomination given to them especially in the range of Rs. 21% of the customers preferred the range of Rs.
Measures to be taken: 1) The quality of the merchandising products should be improved first. 4) There should be more varieties available for the tshirts. which Café Coffee Day should follow in order to increase their sales of merchandising products as well as the other products. households. 8) The prices of these products should be reduced to a certain limit. 3) The products should be displayed in such a manner that it should be clearly visible to the customers as soon as they enter the café’. colleges. 2) The products should be promoted by distributing pamphlets containing details about the products in near by localities. shopping malls and inside the café etc. 7) The merchandising products should have a very attractive look. bags etc. caps. offices. Then there should be a certain section to attract children’s. 5) There should be more sizes available for the t-shirts & the caps section. so that he can atleast experience the products. These are some of the suggestions. 9) Some branded companies can also be approached to provide t-shirts and other products. CONCLUSION 74 . 6) The merchandising products could be given as a gift to the regular customers who passes a certain bill limit.
coffee culture is still a very new concept. there are many loop holes also. Cafe Coffee Day gives more importance to price rather than services and ambience. Cafe Coffee Day should change its image in the market. Cafe Coffee Day should try to provide the best services and ambience like barista does along with less prices. Though low price is it’s Unique selling preposition. 75 . It has somehow not achieved the expected success in the overall Indian market. According to café coffee day manager Nilabh Banerjee Cafe Coffee Day and barista are not competitors since they have different target customers. Though Cafe Coffee Day has targeted higher middle class people by providing specialized coffee in a very subsidized rate. Other cafés in mumbai like Independence café or Café Mocha they are very popular locally and have a very large number of regular local customers. It can be seen that it’s presentation and the ambience has been compromised on the grounds of low price That’s why it has an image of a ‘café for economical class’. It has successfully captured the middleclass and the upper middle class customers of the country. for this it should not only target middle class but also sec-A and sec-B crowd. In this case expansion in large scale will only create presence of a café on the ground and not in the minds and hearts of the people. But as there are many achievements. Thus creating an image of a “Café for all”. Cafe Coffee Day should focus on promotion rather than on expansion In northen part of India. but the fact is that Barista has able to capture upper segment of the middle class and there by reducing customers of café coffee day. Cafe Coffee Day should get strong hold of the local people. People are not really aware of the different types of coffee that the coffee chains provide. Barista on the other hand targets SEC-A and SEC-B class people and is a leading coffee chain in India.Hence it can be said that café coffee day has really changed the over all dimension of coffee retailing industry by making coffee chain a very popular and a trendy concept.
and also had quite high price. it can be seen that this “Exciting game has just begin “ 76 . Though Cafe Coffee Day have their own plantation and hence cost of raw materials is less. But looking at the present and the future scenario.Starbuks. Because the upcoming coffee chains are already very much famous in the world and have a very good brand image in the industry. Also Cafe Coffee Day should not underestimate the number of coffee chains. it was mainly done to increase the sales and also to increase the popularity. So café coffee day should try it’s best to improve the existing merchandising products. E. Also some of the Indian companies like reliance with Java Green and Coffee Pai café.. Because according to them the products offered were not at all stylish or appealing. So it can be concluded that café coffee day has been a strong player in the overall coffee retailing game.g. which are going to enter in the country in coming future. And those who were aware did not like the concept.Cafe Coffee Day should also try to get popularity in the local area. But it does not mean it will have a strong hold in the future. But sadly the research shows that this products except Coffee powder and Mugs were not at all liked by the costumers. These companies also have a great potential to capture the market. Most of the customers were not at all aware of this concept. Café coffee day entered in to a totally new dimension of the products that is the merchandising products . it does not produce it’s own coffee but still it accounts for 1% of the total coffee consumption in the world. This can be done by giving free coupons or gift vouchers to the local customers or by arranging contests or competitions locally.
mouthshut. Indian express.com www.BIBLIOGRAPHY.com www.com www.yahoo.indiacoffee. WEB SITES • • • • • • www.com MAGAZINES • • • Business world Business India.google.com www.com www. India today.cafecoffeeday.indiainfoline. 77 . NEWS PAPERS • • Economic times.
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