MANIPAL UNIVERSITY

POOJA SRIRAM

Externship Dates: 05. Apr.2011 to 15.May.2011 No of Externship Days: 40 days Type of Externship: Product Acceptance Survey, Marketing Department Company: Coffee Day Xpress

1

I.
Week No

WEEKLY TIME-TABLE
Date Internship Activity Department Supervisor Signature

1

05.04 to 09.04

Field work- Visiting different CDX outlets

Operations

2

11.04 to 16.04

Field work- Visiting different CDX outlets

Operations

3

18.04 to 23.04

Product Mix for Corporate

Marketing

4

25.04 to 30.04

Product Mix for Hospitals

Marketing

5

02.05 to 07.05

Product Mix for Institutes

Marketing

6

09.05 to 14.05

Preparation of Report

Consolidation from different departments

Official Stamp of the ORG:………………………………………………………………

2

II.

EXECUTIVE SUMMARY

Coffee Day Xpress caters to the mobile population of a city – always on the move, always in a hurry. Packaged in an area of just 60 square feet, Coffee Day Xpress believes in „keeping it short and sweet‟! No elaborate decorations, just fresh, delicious snacks and steaming beverages. A smarter and more efficient way of staying ahead of times – the tasty, delicious way.

Coffee Day Xpress had opened a new window of opportunities to my world of learning. During the period of one month, by working with professionals in the industry, I have gained firsthand knowledge regarding the big and small aspects of Marketing in the FMCG industry. The one month spent at Coffee Day Xpress, has given me exposure into the Operational and Marketing aspects of the organization.

I have learnt about the various marketing communication tools and materials, their usage and importance for the CDX outlets. By interacting with people both on the front end and at the back end I have learnt about the synergy that is essential for the success of any marketing campaign. Having visited the stock keeping unit, I am now even exposed to the logistic angle of the marketing activities, regarding dispatch and delivery of marketing material at the right time to the right places.

Coffee Day was chosen because it is one of the major players in the national coffee cafe industry, and it has a large number of customers. A study of a new launch by such a brand is an opportunity that brings in immense exposure to different aspects to in the Marketing & Communication field.

For the survey a structured questionnaire was used and the respondents were the customers who visited the different CDX outlets. The response collected is the basis for this research. After analysis of the data, a suitable interpretation and relevant recommendations is provide to the organisation. The type of research used is thus, Descriptive research.

3

Besides the primary data collected with the help of questionnaires, secondary data was also collected from Sales records, Daily Sales Reports, interviews with the “Buddies” at the outlets etc...

The sampling procedure used is Non Probability Convenience Sampling as the respondents were taken only from the Coffee Day Xpress kiosks, in Bangalore only with a total of 100 respondents. This study was conducted in the Marketing Division of Coffee Day Xpress in Bangalore in the duration of 7 weeks. The findings and suggestions are relative and relevant mainly to Bangalore City.

The enthusiasm behind a launch of a new product offering does not end with the launch alone, and my project about the Study of the Product Acceptance of the newly launched Summer Chillers, was a definite feather on my cap, in terms of this internship. Undertaking this study, I got to get the customer‟s as well as the supplier‟s perspectives of any new launch.

The internship also enables me to undertake small projects on validating the product mix of CDX in different sectors such as Corporate, Health Care, Retail, Institutes etc….Being part of an organization that is undergoing a 360 degree outlook makeover, gave me an opportunity to understand key aspects of Branding, Logo, Display aspects and colour schemes etc… to a very large extent.

Overall, the one month at CDX has been an extremely refreshing and very educative experience, as the prospect to intern with a growing organization gives ample opportunity to learn at every step-every day!!

4

TABLE OF CONTENTS
I. WEEKLY TIME-TABLE..................................................................................................2 II. EXECUTIVE SUMMARY ................................................................................................3 III. 3.1. 3.2. 3.3. 3.4. 3.5. 3.6. 3.7. 3.8. 3.9. 3.10. IV. 4.1. 4.2. 4.3. 4.4. 4.5. 4.6. 4.7. 4.8. 4.9. DESCRIPTION OF THE COMPANY ..........................................................................6 OVERVIEW .................................................................................................................6 COMPANY HISTORY.................................................................................................7 COFFEE DAY DIVISIONS..........................................................................................8 INDUSTRYSECTOR ................................................................................................. 10 PRODUCTS ............................................................................................................... 14 LOCATIONS.............................................................................................................. 14 FRANCHISE .............................................................................................................. 15 CUSTOMERS- MARKET SEGMENTS..................................................................... 16 ORGANISATIONAL STRUCTURE .......................................................................... 17 ORGANISATIONAL HIERARCHY ...................................................................... 18

EXTERNSHIP ACTIVITIES ...................................................................................... 19 PRODUCT LAUNCH DETAILS– SUMMER CHILLERS ......................................... 19 STATEMENT OF THE PROBLEM ........................................................................... 23 OBJECTIVES ............................................................................................................. 23 METHODOLOGY ..................................................................................................... 23 SCOPE OF THE STUDY ........................................................................................... 24 LIMITATIONS ........................................................................................................... 24 DATA ANALYSIS ..................................................................................................... 25 INTERPRETATION ................................................................................................... 33 RECOMMENDATIONS ............................................................................................ 34

V. ASSESSMENT OF THE INTERNSHIP ......................................................................... 36 5.1. 5.2. 5.3. 5.4. VI. VII. Skills and qualifications .............................................................................................. 36 The responsibilities ..................................................................................................... 36 Influence of the externship on my future career plans .................................................. 36 The correlation between the externship activities and classroom knowledge ................ 37 CONCLUSION ............................................................................................................. 38 ANNEXURE ................................................................... Error! Bookmark not defined.

5

III.

DESCRIPTION OF THE COMPANY
OVERVIEW

3.1.

Coffee Day Xpress caters to the mobile population of a city – always on the move, always in a hurry. Packaged in an area of just 60 square feet, Coffee Day Xpress believes in „keeping it short and sweet‟! No elaborate decorations, just fresh, delicious snacks and steaming beverages. A smarter and more efficient way of staying ahead of times – the tasty, delicious way. Coffee Day Xpress is present in all the key city spots. „Wherever you go, I am there‟…that‟s the motto of Coffee Day Xpress.

No elaborate decorations, just fresh, delicious snacks and steaming beverages that come in convenient sizes. Just buy, sip, bite or munch…a smarter and more efficient way of staying ahead of times! And, like a great buddy you would like to bump into anytime, anywhere…Coffee Day Xpress lives up to its promise of being wherever you are!

Coffee Day Xpress is conceptualized to flow around the fast moving lifestyle of today. Yes, but with the promise of a great, heritage rich beverage…safe and sure! Cappuccino... Ah, the strong coffee-milk combination or Latte or the dark secretive Espresso!! How about Mocha on a great day? Bite in to a variety of snacks, subs, burgers, puffs, samosas, wraps, or indulge in a range of creamy, chocolate-filled pastries, cakes and bakes.

Corporate Office: Coffee Day Square 23/2, Vittal Mallya Road Bangalore-01 Tel No: +91 80 32425712 Website: http://www.coffeedayxpress.com

6

3.2.

COMPANY HISTORY

AMALGAMATED BEAN COFFEE TRADING COMPANY LTD ABCTCL is a leading retailer and beverages company to coffee lovers the world over – the young and the old; they have come a long way since their launch in 1994. Today, synonymously called Coffee Day, they provide a full range of coffee products through a robust and transparent system of farming and social responsibility.

Designing, developing and delivering coffee-products requires thought leadership, wellintegrated suite of capabilities and a strong set of processes. To meet these challenges, and continue with their innovation, they maintain major practices in Advisory, Sustainable farming, Retail, Products, Technology, Solutions, Corporate Social Responsibility and Operations!

Innovation, Tradition and Coffee Day are synonymous with each other as far as everything and anything to do with coffee is concerned. The origins of Coffee Day began over 140 years ago, with the humble bean. Decades later, and across 10,000 acres of coffee grown wilds, the focus remains clear: The humble bean is the pivot of all their enterprises. Their products and brands, innovations, ideas and knowledge are backed by unmatched technical and qualitative expertise
    

First consolidated and pure coffee outlet to find its footprint across the globe Backed by ISO 9002 Certification, and a heritage of over 140 year Asia‟s largest integrated coffee company with the second largest network of coffee estates One of the top coffee exporters in India – to United States, Europe and Japan First company in India to receive UTZ certification

Today Coffee Day is at the forefront of the Coffee revolution – co-riding with coffee growers, suppliers, corporations and planters. They are on this constant journey! Always trying to grow and help sustain growth and raise the bar continuously.

7

3.3.

COFFEE DAY DIVISIONS

The smarter, the better! The red and white icon, the hallmark of the Coffee Day Group represents the vibrancy and that special zing that the young at heart look for. Different divisions, different business and diverse focus areas…That‟s the Coffee Day Group. Each division runs as independent units, yet rolls back into the same entity. Naturally, all the divisions are committed to provide customers with only the very best in quality – a hallmark that‟s integral to the Group.

Pioneering the Coffee Café concept in India, Coffee Day opened its first café at Brigade Road, still one of the most happening places in Bangalore. The young and the young at heart immediately took to the place. A smart, simple space that they could call their own for a while…Discuss, listen to conversations, hold short meetings or even have a lot of good fun…all over steaming cups of coffee. A little over a decade later, it is still the largest organized retail café chain in India with cafés across the landscape. Coffee Day today is totally in tune with its target audience. It‟s a rapport that‟s as strong as the deep red coffee day colour.

Coffee Day Xpress caters to the mobile population of a city – always on the move, always in a hurry. Packaged in an area of just 60 square feet, Coffee Day Xpress believes in „keeping it short and sweet‟! Cofee Day Xpress is present in all the key city spots. „Wherever you go, I am there‟…that‟s the motto of Coffee Day Xpress. No elaborate decorations, just fresh, delicious snacks and steaming beverages that come in convenient sizes. Just buy, sip, bite or munch…a smarter and more efficient way of staying ahead of times! And, like a great buddy you would like to bump into anytime, anywhere…Coffee Day Xpress lives up to its promise of being wherever you are!

8

Coffee Day Beverages deals with dispensing machines that provide at the touch of a button, hot coffee and tea, flavoured milk and even soups through its machine called Celesta. Just like heavenly music that flows to soothe tired nerves and perk up withered souls, Celesta dispenses beverages the way you need them.

Fresh & Ground stores in markets and shopping points cater to coffee lovers who love to make their own filtered coffee at home. This traditional-thinking, quality conscious shopper is a royal customer. They look out for freshness and quality, but want to throw in a bit of their own character too. The freshly procured coffee from plantations are packaged in the most hygienic way to ensure consistency in freshness.

Fresh & Ground specializes in authentic filter coffee, with region specific blends of coffee and tea customized to demand. Besides an affordable array of coffee powders, we also retail tea to the tea-maker too.

Coffee Day Exports is one of the largest exporters of green coffee in India, since 1999. It has invested in research and development, and applied the learning successfully to improve the promotion of various coffee blends and augment its exports. Coffee Day Exports strongly believes that their responsibility begins with the origins of the coffee bean - right from ensuring ethical growing practices to packaging and retailing the product for their customers. Coffee Day Exports is well versed with the experience and technological proficiencies to provide its customers with a wide assortment of well-positioned products. With regular feedbacks from customers and advisors, and backed by research, Coffee Day Exports continues to enhance their products.
9

3.4.

INDUSTRYSECTOR

CDX operates in the FAST FOOD Sector of the FMCG retail market. Fast moving consumer goods (FMCG) – or Consumer Packaged Goods (CPG) – are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries, and grocery items. The term FMCG refers to those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year. This contrasts with durable goods or major appliances such as kitchen appliances, which are generally replaced over a period of several years. The following are the main characteristics of FMCGs:

From the consumers' perspective:
 

Frequent purchase Low involvement (little or no effort to choose the item -- products with strong brand loyalty are exceptions to this rule) Low price High volumes Low contribution margins Extensive distribution networks High stock turnover

 

From the marketers' angle:
   

Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with low quality preparation and served to the customer in a packaged form for take-out/take-away. Outlets may be stands or kiosks, which may provide no shelter or seating, or fast food restaurants (also known as quick service restaurants). Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from central locations.

10

The capital requirements involved in opening up a fast food restaurant are relatively low. Restaurants with much higher sit-in ratios, where customers tend to sit and have their orders brought to them in a seemingly more upscale atmosphere may be known in some areas as fast casual restaurants. ON THE GO Fast food outlets are take-away or take-out providers, often with a "drive-through" service which allows customers to order and pick up food from their cars; but most also have a seating area in which customers can eat the food on the premises. People eat there more than five times a week and often, one or more of those five times is at a fast food restaurant. Nearly from its inception, fast food has been designed to be eaten "on the go", often does not require traditional cutlery, and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pitas, hamburgers, fried chicken, French fries, chicken nuggets, tacos, pizza, hot dogs, and ice cream, although many fast food restaurants offer "slower" foods like chili, mashed potatoes, and salads. GLOBALIZATION In 2006, the global fast food market grew by 4.8% and reached a value of 102.4 billion and a volume of 80.3 billion transactions. In India alone the fast food industry is growing by 40% a year. McDonald's is located in 120 countries and on 6 continents and operates over 31,000 restaurants worldwide. KFC is located in 25 countries. Subway has 29,186 restaurants located in 86 countries, Pizza Hut is located in 26 countries, Taco Bell has 278 restaurants located in 12 countries besides the United States. FAST FOOD INDUSTRY IN INDIA The percentage share held by foodservice of total consumer expenditure on food has increased from a very low base to stand at 2.6% in 2001. Eating at home remains very much ingrained in Indian culture and changes in eating habits are very slow moving with barriers to eating out entrenched in certain sectors of Indian society.. The growth in nuclear families, particularly in
11

urban India, exposure to global media and Western cuisine and an increasing number of women joining the workforce have had an impact on eating out trends. FACTS AND FIGURES Fast food is one of the world‟s largest growing food type. India‟s fast food industry is growing by 40% a year and is expected to generate a billion dollars in sales by 2005.The multinational segment of Indian fast food industry is up to Rs. 6 billion, a figure expected to zoom to Rs.70 billion by 2005. By 2005, the value of Indian dairy products is expected to be Rs.1, 00,000 million. In last 6 years, foreign investment in this sector stood at Rs. 3600 million which is about one-fourth of total investment made in this sector. Because of the availability of raw material for fast food, Global chains are flooding into the country.

MARKET SIZE & MAJOR PLAYERS a) Dominated by McDonalds having as many as 75 outlets. b) Domino‟s pizza is present in around 100 locations. c) Pizza hut is also catching up and it has planned to establish 125 outlets at the end of 2005. d) Subways have established around 40 outlets. e) Nirulas is established at Delhi and Noida only. However, it claims to cater 50,000 guests every day.

Major players in fast food are:       MCDONALDS KFC PIZZA HUT DOMINOS PIZZA. COFFEE DAY BARISTA.

The main reason behind the success of the multinational chains is their expertise in product development, sourcing practices, quality standards, service levels and standardized operating procedures in their restaurants, a strength that they have developed over years of experience

12

around the world. The home grown chains have in the past few years of competition with the MNCs, learnt a few things but there is still a lot of scope for improvement.

13

3.5.

PRODUCTS

Coffee Day Xpress stores are artistic in outlook. Their range at Coffee Day Xpress is chosen carefully to provide a complete tasteful experience, in a quick time. Be it fresh sandwiches, subs, wraps, puffs, samosas, burgers or pastries, the portions are short and simple. All this comes in elegant and hygienic wraps – to be had at our cafes or as take- always. Select a favourite cup of frothy Cappuccino, luscious Latte, dark Espresso or sinful Mocha. It‟s a treat of hot chocolate or special teas or creamy milkshakes.

Their menu varies across regions, to get the best of the regional delicacies. New flavours and products, with the traditional Indian touch also find their way on our shelves – an Andhra chicken puff somewhere in the South or a Punjabi tikka up in the Himalayas. A deliciously fresh experience awaits you every time you enter a Coffee Day Xpress. The fun, fast way to enjoy!

3.6.

LOCATIONS

They are trying to catch us at all the places we think of them. They want to make sure we never miss hygienic, fresh, delicious food or piping hot beverage, or chilling drinks anytime in their busy day. Their supply chain ensures that we only get fresh food from their counters. They select their coffees and beverages through a stringent procedure to always give us the same taste we love, and keep coming back to.

And that is how we will find them in
         

Shopping malls, they know we would be happy as much time for shopping as you can. Supermarkets, when we get tired of all the racks, they give you quick refreshment. Multiplexes, so that we never miss a minute of that movie we are watching. Corporate, to keep us happy and ready to work. Airports, in case we are rushing to catch a plane. Railway stations, hygienic food and beverages when we need them most. Depots, happy journeys begin on happy tummies. Petrol pumps, why refill only our vehicles? Parks, after a good stroll, have some good coffee, tea...milk shake?? Getaways
14

Educational institutions, to keep us more focused on studies.

3.7.

FRANCHISE

Coffee is part of their business…its part of their soul…this is a chance for anyone to make it theirs too. Bring home the Coffee Day Dream by being a franchisee. Coffee Day Xpress is a brilliant business opportunity with a great profit margin. All that you require is a 50-100 square feet area in a location that has high footfalls. Consult Coffee Day Xpress for franchisee options and get introduced to the fast evolving world of consumer satisfaction. A low-risk investment, this is 80 per cent refundable; only 20 per cent goes as royalty/registration fees (non refundable). As a franchisee, you are entitled to a plug-and-play kiosk fully equipped - fully operational within three weeks of the franchise agreement being signed. You can partner with us as a franchisee. Or if you are a corporation, you can leverage our brand to promote yours.

15

3.8.

CUSTOMERS- MARKET SEGMENTS

1. Corporate Sector Offices, MNC‟s, IT companies, Tech Parks, Banks etc... Employees @ Bosch, St. Microsystems, ING Vysya Bank, Aditya Birla etc…

2. Health Care Sector Hospitals, Clinics, Day Cares etc…. Patients, Visitors, Doctors & Staff @ Narayana Hryudayalaya, Netradhama, Fortis, Columbia Asia etc….

3. Institutions Schools, Colleges, Institutes, Universities etc… Students, Teachers & Professors @ BNMIT, PESIT, IIPM etc….

4. Retail Sector Shopping Malls, Stores, Shops etc… Customers, Shoppers & Retail Staff @ Metro Cash & Carry, Brand Factor etc….

5. Entertainment Sector Theaters, Cinema Halls, Amusement Parks, Clubs etc… Film audiences, children, visitors, members & staff @ Fame Shankarnag, Lido, The Club, Innovative Multiplex etc…

6. Transport Sector Airports, Railway Stations, Petrol Pumps, Bus Depots etc…. Travelers & Staff @ Railway Station, Petrol Bunks & Bus Depots

16

3.9.

ORGANISATIONAL STRUCTURE

In contrast to a tall organization, Coffee Day Xpress has a flat organizational structure having relatively few layers or just one layer of management. This means that the “Chain of Command” from top to bottom is short and the “span of control” is wide. It is totally centralized i.e., all the decisions and strategies are made at the Head Quarter which is situated in Bangalore. The structure of Coffee Day Xpress shows that the company having the President & all others are under the President. The respective designations which are under president are Head Business Development, Marketing Manager, Finance Manager, City Franchise Manager, Food & Beverage Manager, HR Manager, Audit Manager and Sales & Distribution Manager. The Business Development Manager decides upon a suitable site where the cafes can be set up. Under the Business Development Manager there is no Assistant Manager but they have Management trainees as assistants. The Marketing Manager is responsible for brand positioning and all brand building activities and also responsible for various sales promotion activities. Under Marketing Manager, there is an Assistant Marketing Manager. In the Finance Department, day to day accounting and financial services are carried out. They provide financial reports which help to find out the profitability of the different outlets. There is an Assistant Finance Manager under the Finance Manager. Under the City Franchise Manager there are 4 Supervisors/Executives for each city and under these supervisors are the outlet boys/girls (Bean Buddies). They all form part of the Operations Team. The Food & Beverage Manager/team source and manage vendors who supply food to the cafes. The Human Resource team deals with all matters pertaining to people within the team. They are responsible for selection at all levels. Constant efforts are made for employee up gradation in terms of improving skills and job satisfaction Under the HR manager is an Assistant HR manager. The Sales & Distribution team ensures that all stock keeping units of items in the cafes/kiosks are delivered to the stores in time. The Project and Maintenance teams compromise of some of the best designers who look into the design and building of the cafes and kiosks, so that the look and feel of the ambience is in sync with the brand positioning of the Brand. The technicians, mechanics and cleaners provide assistance to the Bean Buddies at the outlets.

17

3.10. ORGANISATIONAL HIERARCHY

GENERAL MANAGER SR. MANAGER MANAGER ASSISTANT MANAGER SR. EXECUTIVE EXECUTIVE MANAGEMENT TRAINEE JUNIOR EXECUTIVE ASSISTANTS

18

IV.

EXTERNSHIP ACTIVITIES
4.1.
• • • •

PRODUCT LAUNCH DETAILS– SUMMER CHILLERS

WHY SUMMER CHILLERS?
To create an excitement at the outlets by introducing new Cold Beverages for this summer season. To increase sales and ticket size To Increase walk in To offer more exciting variants to the CDX customer

WHERE IS THE PRESENCE?
All India: 413 outlets

WHEN IS THE LAUNCH?
• • • • • • Bangalore, Chennai, Hyderabad – Monday, 28th March 2011 Nagpur- Monday,4th April Grugaon, Mumbai, Pune & Kolkata– Monday 11th April Delhi- 13th April Noida -14th April Other Cities – 15th April

19

WHAT IS THE PRODUCT, NAME, PRICE & DESCRIPTION?

20

COMMUNICATION MATERIAL

MAILER For Facility managers & Franchisees

DANGLER 4 to 6 per outlet, for 3months

STANDEE 1 per outlet

Bean Buddy Badge 1 per outlet for 3 months

21

OTHER LAUNCH RELATED ACTIVITY
• Through Free Sampling: Selected outlets will be given free samples with invitation & feedback forms. These were given to the facility head & select customers on the previous day of the launch. • • • • Mock up display units installed at select campus. Press Release for media coverage. Web based activity. E mailers/SMS to customer data base.

22

4.2.

STATEMENT OF THE PROBLEM

Coffee Day Xpress is a division of Coffee Day that believes in bringing to its customers new product offerings in different seasons. This study is conducted to find out the extent of acceptance of the new product launch; Summer Chillers- Cool Healthy drinks for Summer.

4.3.
   

OBJECTIVES

To understand the various dimensions of Product launches. To study about customer preferences and Expectations. To understand the impact of new products on the perception of Consumers To learn about Customer attitude, perception, personality and preferences in the context of new products.

4.4.

METHODOLOGY

Research Design:
The research design used for this study is Descriptive Research

Sample Size:
The sample size for the survey is 100 respondents

Data Collection:
Primary data through questionnaires answered by customers of CDX; Secondary data collected from Sales records, Daily Sales Reports and interviews with the concerned personnel.

23

4.5.

SCOPE OF THE STUDY

This study was conducted in the Marketing Division of Coffee Day Xpress, Bangalore. The survey was conducted in the CDX outlets of Bangalore. The study is mainly focused on the new launch of Summer Chillers at the CDX outlets.

4.6.

LIMITATIONS

The survey was conducted only in Bangalore. So the findings and recommendations are limited to Bangalore only.

The research was conducted only over the period of one month and hence issues related to time constrain persist.

Responses of the customers may be biased and responses are solely dependent on respondent cooperation.

24

4.7.

DATA ANALYSIS

1. ACCEPTANCE MEASUREMENT Which Flavour of the new „Summer Chillers‟ have you tried?

Magical Mango Kesar Elaichi Delight Tangy Gingerade Jamican Mint None

Flavor Magical Mango Kesar Elaichi Delight Tangy Gingerade Jamaican Mint None

% of respondents 33 10 5 22 30

Magical Mango seems to score the highest in comparison to other flavours with 33% of people tasting it. Next comes Jamaican mint with 22%, then Kesar Elaichi Delight with 10% and last Tangy Gingerade with only 5% of the respondents trying it. 70% of the respondents have tried at least one flavour of the new Summer Chillers, and 30% have tasted none of the flavours.

Have you tried the New Summer Chillers? Yes No
Yes No

70 30

25

2. FAVOURABILITY MEASUREMENT Do you like the flavour of the „Summer Chillers‟ you tried?
Magical Mango Kesar Elaichi Delight

Like it

Don’t like it

Like it

Don’t like it

Tangy Gingerade

Jamican Mint

Like it

Don’t like it

Like it

Don’t like it

% of Respondents Flavour Magical Mango Kesar Elaichi Delight Tangy Ginger Ade Jamaican Mint Like it 90.91 80 80 36.36 Don’t Like it 9.09 20 20 63.64

Out of the 33% of respondents who have tried magical Mango, 90% respondents like it and only 9% dint like it. Kesar Elaichi Deight & Tangy Gingerade have 80% liking it and 20% not liking it out of the 10% and 5% who have tasted them respectively. Jamaican Mint is the only flavour where out of 22% respondents, who have tried it, 64% do not like it and only 36% liked it.

26

3. AWARENESS MEASUREMENT

Are you aware that CDX has launched cool healthy drinks for summer?

Seen it around

Heard about it

Don’t know about it

Awareness level Seen it around Heard about it Don’t know about it

% of Respondents 33.33 53.33 13.33

Out of the 30% of respondents who have not tried any flavour of the new „Summer Chillers‟, 33% said they have seen it; 53% claim to have heard about its existence, and 13% confess to have no clue about such a launch by Coffee Day Xpress.

27

4. ATTITUDE MEASUREMENT Why haven‟t you tried the new Summer Chillers launched by CDX?
Its Expensive Don’t like Cold Drinks Havent got an opportunity Stick to coffee Don’t like the flavours

Reason It’s Expensive Don’t like Cold Drinks Haven’t got an opportunity Stick to coffee Don’t like the flavours

% of Respondents 0 3.33 13.33 40 43.33

Out of the 30% of respondents who have not tried any flavour of the new „Summer Chillers‟; a huge 43% say it‟s because they have a negative attitude towards the four flavours launched. 40% say they prefer sticking to coffee only and not try other product offerings. 13% confess of not having an opportunity to taste the new Summer Chillers. 3% do not like cold drinks. Nobody thinks the Summer Chillers are expensive.

28

5. PERSONALITY CHARACTERISTICS MEASUREMENT What kind of characteristics do you put on when it comes to food & beverages?

Try first thing I see

Friends recommendations

Sticking to previous tastes

Trying New Stuff

Characteristics Trying New Stuff Sticking to previous tastes Friends recommendations Try first thing I see

% of Respondents 44 19 21 16

An outstanding 44% of the respondents are the sort of people who believe in trying new food and beverages. Only 19% say that they rather stick to what they have tasted before. 21% don‟t mind taking into consideration their friend‟s recommendations and 16% of the respondents have characteristics that make them taste the very first thing they see.

29

6. PREFERENCE MEASUREMENT (4 being highest)

granitas milk shakes ice tea ice blended coffee

1

2

3

4

Choices & Rating Ice blended coffee Ice tea Milk shakes Granitas

1 20 24 16 40

2 32 33 20 15

3 30 35 23 12

4 18 8 41 33

41% of the respondents savour milk based cold drinks (milk shakes) by ranking it 4 (highest). However, as per customer preferences Ganitas (water based cold drinks) has been ranked least i.e., 1 by 40% of the respondents. Only 8% prefer Ice tea as the best thirst quencher.

30

7. PERCEPTION MEASUREMENT Where do you think “Summer Chillers” fit in?
Creative Ads Large Quantity Value for …

Healthy
Affordable Tasty Innovative Excitement

5 4 3 2 1

5 4 3 2 1

Value for Excitement Innovative Tasty Affordable Healthy money 18 12 3 3 0 0 51 44 27 30 12 21 26 25 32 41 37 42 5 15 19 26 43 33 0 4 19 0 8 4 Nothing Boring New Blah Expensive Unhealthy Not Worth It

Large Quantity 0 23 50 24 3 Very Less Quantity

Creative Ads 31 28 3 29 9 Uninteresting Ads

3.82

3.45

2.76

3.1

2.53

2.8

2.93

3.43

Averages for different parameters

Excitement parameter scores highest and Health scores least when it comes to the customer‟s perception of the Summer Chillers. Innovation, Affordability and Ad Creativity are also well rated in contrast to Taste, Value for money and Quantity of the Summer Chillers which are ranked low.

31

8. INTERACTION MEASUREMENT

How do you want CDX to communicate with you?

Mass media Mobile Internet Point of Sale

Preferred communication Mass media Mobile Internet Point of Sale Any other

% of Respondents 31 46 73 38 13

73% of respondents chose Internet as the most preferred medium. 46% thought mobile communication was a good idea, whereas 38% feel that POS communication is the most effective. 31% think mass media is the best option and 13% think there are better communication platforms such as word of mouth advertising.

32

4.8.

INTERPRETATION

1. 70% of the respondents have tried at least one flavour of the new Summer Chillers, and 30% have tasted none of the flavours within the 1 st month of the launch; which means the launch of the product was well accepted in the market. 2. Magical Mango seems to be the most favoured flavour. Sales of Kesar Elaichi & Tangy Gingerade are not very high and even though Jamaican Mint sells in large numbers, it has more complaints than any other flavour. 3. Even though majority of the respondents have either heard about or seen the new summer chillers, there are few who don‟t know about the launch, which is a matter of concern to CDX. 4. The attitude of people towards the Summer Chillers is not very positive, when it comes to the choice of flavours. People want more flavours or other flavours. CDX is known for its coffee, and respondents prefer it more than other beverages. 5. Respondents think they do not have an opportunity to try new beverages like summer chillers. CDX must try to find new ways to attract them to buy it. 6. Nobody thinks the Summer Chillers are expensive; which means the price mix of summer chillers is well accepted in the market. 7. Most customers at CDX have the personality trait of trying new things, which means CDX has a huge opportunity to experiment with its customers and bring in new product offerings in the market. 8. Customers like Milk based beverages more than water based beverages; which also reasons why the Magical Mango sells most. 9. Respondents rank Summer Chillers pretty high on Excitement and Innovation; however they rank it very low on Health. If CDX considers Summer Chillers to be „Healthy Cool Drinks for summer‟ they should find a way to change this perception. 10. People are just about satisfied with the Quantity and affordability of Summer Chillers 11. The advertisements and marketing communication material are ranked very high on the creativity quotient and seem pretty impressive to customers. 12. Nobody thinks that Summer Chillers are Extremely Boring, Terribly Expensive, Totally Healthy, Large Quantity and Absolute value for money. 13. Most people choose Internet communication as the best way to be communicated with; that includes E-mailers, Social Media, SEO etc....
33

4.9.

RECOMMENDATIONS

1. It is important to let people in the Office, Hospital, Malls know about the launch of any new product like the Summer Chillers. Posters or Banners can be put at more places. 2. In offices, mailers can be sent to the employees or put up on the notice boards. In hospitals, flyers can be kept in the patient rooms and the labs and on notice boards. In schools and colleges, lot of buzz can be created around the launch with offers, boards, contests etc.... 3. Complaints of Customers need to be taken seriously; at least the customer must be thanked for sharing valuable suggestions. A thank you E-mail may be sent to them. 4. Peoples‟ choices of flavours are many. The most common among them are Blueberry, Kiwi, Mousambi, Raspberry, Pista etc...These maybe considered next time for a beverage flavour. 5. CDX must create opportunities for customers to taste the summer chillers by giving them small gifts like key chains; caps etc....if they taste it and fill a feedback form etc... 6. Give the Buddies incentives for promoting and selling the new Summer Chillers 7. Accelerate the launch with more offers, contest etc.... 8. Day to day monitoring of sales, feedback and complaints on the new Summer Chillers. 9. When CDX mentions “Cool Healthy Drinks for summer” they should try to bring in clarity on the health factor, by talking about ingredients, sugar proportions etc. 10. Since the attitude of customers is more positive towards coffee than other products, CDX must bring about more variations in coffee itself such as chocolate, Brazilian, Filter coffee, Cold Coffee etc.... 11. The study shows that most people have the trait of wanting to try new things, CDX should make best use of this and make better launches of its products, creating excitement and passion around it so that people are convinces that they are getting something new and unique. 12. According to the preference measurement it is noted that people favour milk based drinks rather than water based beverages. Thus more variety and flavours in the milk based category should be introduced.

34

13. Since Ice tea has got very low ratings, CDX can improve the quality and bring in new flavours to suit its customers palette. 14. CDX must tap the internet medium to communicate and interact with its customers. They must be active on social networking sites like Facebook, Orkut; on micro blogging sites like Twitter; enable User Generated Content on You Tube, Flicker etc...

35

V.

ASSESSMENT OF THE INTERNSHIP
5.1. Skills and qualifications that I have gained from the externship

This externship at Coffee Day Xpress has helped me develop some significant knowledge and skills. The outlet visits helped me learn routes and directions in and around the city. Speaking with the buddies at the CDX counter helped me improve my vocabulary in the local language. The entire experience of visiting the outlets has made me more confident and comfortable in dealing with people. I have now learnt the tactics of convincing people, getting required information and developing cordial relationships.

5.2.

The responsibilities I have undertaken during the externship period

CDX entrusted me with the responsibility of communicating to the „Buddy‟ at the various outlets regarding the new launch of Summer Chillers. I was responsible for informing them about the appropriate use of the marketing materials such as the Standees, posters, danglers, wobblers, badges etc…. It was my responsibility to see if all the marketing communication were displayed correctly, check their visibility, and ensure that they attract the customers.

5.3.

The influence of the externship on my future career plans

I have made valuable contacts at Coffee Day Xpress, and by working with professionals in the industry I have a lot to learn from them, during and even after this externship program. I believe that every experience is a learning platform, and I am sure I will use the learning from this program in my future career. If FMCG is the industry sector that I steer my future career into, then this externship will be a great value add. An exposure in the Marketing & Operations department is the feather that I will wear in my cap of achievements.

36

5.4.

The correlation between the externship activities that I carried out and the classroom knowledge

Surprisingly, the externship program at CDX was like bringing the classroom to work. My activities at CDX correlated to a large extent to subjects like Customer Behavior, Negotiation Techniques, Strategic Brand Management, Corporate Communication and Basic Marketing Principles. Consumer Behavior- Survey of customers on the launch of Summer Chillers Negotiation Techniques- with the buddies at the CDX outlets to sell more of the Summer Chillers Brand Management- redesigning, rebranding, logo, colours, display of the kiosks. Corporate Communication- Reporting system, hierarchy, emails, documents etc.. Basic Marketing- Product and Price Mix presentations of the different market categories Supply Chain Management- the coordination and delivery of stock and the logistical aspects.

37

VI.

CONCLUSION

To conclude, the product acceptance of the Summer Chillers in the Bangalore market is good. The Magical Mango is sought to be the most favored. The Jamaican Mint has most complaints and the Tangy Ginger Ade is the least sold. However, the Summer Chillers have definitely created a buzz and considered a good offering in the CDX menu. While the health and taste factors have to be looked into by the company with a little more concern, the excitement and Advertisement creativity seems to have no slack. In short, a 360degree product acceptance of any new launch is possible only when different people involved, like the F&B, Marketing, Operations and Sales persons are all equally dedicated to its success; with everyone working towards a common goal. Overall, this externship has helped me to: a. Apply creative and critical thinking skills b. Relate and compare the theoretical concepts in the classroom to organizational functioning c. Learn the real life application of the management concept.

38