coffee shops
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Research Project on Launch of Café shop
Presented by:•Suketu Bhatt•Shishira Hegde•Priyanka Mhatre•Vaibhav S
Presented To:Prof. Parag M. Mahulikar
Flow of the Presentation
• Introduction• Growth of Industry in India
• Major Players in India• Objective
• Methodology• Sample design and sample size
• Limitation• Research finding and analysis
• Recommendation
• Annexure 1- TOMA– Annexure 1.1-Consumption and ordering pattern– Annexure 1.2-Fequently visit of consumer in Coffee Shop
• Annexure 2- Opportunity Matrix• Annexure 3- Demographics related analysis
– Annexure 3.1-TOMA with Gender– Annexure 3.2-TOMA with Age Group– Annexure 3.3-TOMA with Occupation– Annexure 3.4-TOMA with Income
• Annexure 4- Spending behavior – Annexure 4.1-General Category– Annexure 4.2-Occupation Category
• Annexure 5- Preferences of coffee shop• Annexure 6- Deciding factors for visit
Annexure
Introduction
• Café industry is currently one of the biggest and fastest growing sector.
• Industry consist of:– Individual Café– Hotel Café– Retail Café
Growth of Café industry in India
• Coffee- first seat in South India.• In order to spread, coffee house emerged at various place.
Served in places for lawyers and the educated class to hold discussions.
• Raayars mess, Chennai established in 1940, oldest coffee houses in South India which servers first class filter coffee.
• Five star hotel started opening coffee shops which carted high end customers. The drink has now become more of a concept than merely a drink
Contd….
• Over a decade number of café owners tried to westernize the taste of coffee in contrast to the filter coffee.
• Large retail chain like Barista, Café coffee Day etc. opened, concept is not merely selling coffee but about developing the national brand.
• Coffee Market in India:– Branded coffee 53%– Unbranded 40%– Café 7%
Major Players of the Café Industry in India
• Café Coffee Day- CCD pioneered the café concept in India in 1996. The largest cafe retail chain in India, with 1000 cafes in 141 cities and many in its base, Bangalore
• Barista- Established in India in 1999. The chain has 200 stores in India
• Mocha- Opened in Mumbai in 2001. 20 units out of which 12 are franchised.
• Costa Coffee- UK based café chain, entered in India in 2005. Around 36 stores in India.
Objective
• Main ObjectiveFeasibility analysis for the launch of new coffee shop
• Sub-ObjectiveCustomer perception about the coffee.
Relative market share of existing coffee shop.To understand customer consumption pattern of the coffee.
Ordering pattern at coffee shop.Opportunity matrix.
Customer feedback and recommendation for positioning of the new brand.
Methodology
• The methods used for data collection were primary as well as secondary.
• Primary Data collection– Quantitative analysis- Stratified Random Sampling from different age
groups and different occupation.
• Secondary Data collection- Websites and even articles from newspapers available on the internet.
• The research design that was followed was of Exploratory and Descriptive Research.
Sample Design and Sample Size
• Sample Size: Quantitative data collected through survey varied from– Different Income Group– Different Age Group– Different Occupation
• Sample Size: 150 was drawn on the basis of those who avail the services of coffee shops.
• All the respondents are from Mumbai.
Limitation
• The survey done on the consumers are only from Mumbai, so the report does not show the preferences of the consumers all through out India.
• Findings of the data is restricted mostly to Central and Harbor Mumbai.
1. TOMA (Annexure 1)
Research Findings and Analysis
Coffee Shop Percent
CCD55.7
barista30.9
Costa Coffee10.1
others3.4
Total100.0
Consumption Percent
2-3 times50.0
0-1 times49.3
4-5 times.7
Total100.0
Consumption Pattern
Frequency Percent
coffee 136 90.7
cold drink/ milk shakes/ iced tea
7 4.7
snacks 4 2.7
tea 1 .7
others 1 .7
Total 149 99.3
Missing
System1 .7
Total 150 100.0
Ordering Pattern
• Annexure 1.1
• Annexure 1.2
Visit Frequency Percent
once in a month40 26.7
fortnightly39 26.0
2-3 times in a week38 25.3
once in a week29 19.3
never4 2.7
Total150 100.0
2. OPPORTUNITY MATRIX (Annexure 2)
Opportunity Matrix
Parameter Importance Satisfaction I-S Opportunity Lost matrix I+(I-S))
Offers 3.2 3.4467 0 3.2
Customer Service3.7667
3.3067 0.46 4.2267
Price3.68
3.0867 0.5933 4.2733
Quality 4.5267 3.82 0.7067 5.2334
Fragrance3.98
3.7733 0.2067 4.1867
Variety3.68
3.6133 0.0667 3.7467
Ambience4.08
3.72 0.36 4.44
Availability3.7
3.5267 0.1733 3.8733
Overall Service3.6067
3.5933 0.0134 3.6201
Location3.9333
3.6467 0.2866 4.2199
3. DEMOGRAPHICS RELATED ANALYSIS
• Gender (Annexure 3.1)
• Annexure 3.1
Gender
TotalMale Female
CCD Count 45 38 83
% within which brand name you recollect when we say Coffee Shop 54.2% 45.8% 100.0%
barista Count 11 35 46
% within which brand name you recollect when we say Coffee Shop 23.9% 76.1% 100.0%
Costa Coffee Count 15 0 15
% within which brand name you recollect when we say Coffee Shop 100.0% .0% 100.0%
others Count 2 3 5
% within which brand name you recollect when we say Coffee Shop 40.0% 60.0% 100.0%
• TOMA with age group (Annexure 3.2)
• Annexure 3.2
Age
less than 18 18-25 26-35 36-45 45 and above
CCD Count 4 48 25 5 1
% of Total 2.7% 32.2% 16.8% 3.4% .7%
barista Count 3 25 18 0 0
% of Total 2.0% 16.8% 12.1% .0% .0%
Costa Coffee Count 0 15 0 0 0
% of Total .0% 10.1% .0% .0% .0%
others Count 0 0 3 1 1
% of Total .0% .0% 2.0% .7% .7%
• TOMA with Occupation (Annexure 3.3)
• Annexure 3.2
Profession
Student HousewifeProfessional
s Business ServiceUnemploye
d
CCD Count 6 2 15 12 47 1
% of Total 4.0% 1.3% 10.1% 8.1% 31.5% .7%
barista Count 6 3 6 8 23 0
% of Total 4.0% 2.0% 4.0% 5.4% 15.4% .0%
Costa Coffee Count 0 0 0 5 10 0
% of Total .0% .0% .0% 3.4% 6.7% .0%
others Count 0 1 2 0 2 0
% of Total .0% .7% 1.3% .0% 1.3% .0%
• TOMA with Income Group (Annexure 3.4)
• Annexure 3.4
Monthly income
10,000-25,000 25,000-45,000 45,000-60,000more then
60,000
CCD Count 13 28 17 25
% of Total 8.7% 18.8% 11.4% 16.8%
barista Count 8 11 14 13
% of Total 5.4% 7.4% 9.4% 8.7%
Costa Coffee Count 4 11 0 0
% of Total 2.7% 7.4% .0% .0%
others Count 3 0 1 1
% of Total 2.0% .0% .7% .7%
4. SPENDING BEHAVIOUR
• General category (Annexure 4.1)
Frequency Percent
Valid 0-10037 24.7
100-20056 37.3
200-30046 30.7
300+11 7.3
Total150 100.0
• Occupation category (Annexure 4.2)
How much do you spend
Total0-100 100-200 200-300 300+
Percentage (%)
Profession
Count
Unemployed 0 1 0 0 1 0.67
Service 22 36 16 8 82 54.67
Business 0 3 20 2 25 16.67
Professionals 15 3 5 1 24 16
Housewife 0 5 1 0 6 4
Student 0 8 4 0 12 8
Total 37 56 46 11 150
5. Preference of Coffee Shop (Annexure 5)
Frequency Percent
Valid CCD 66 44.0
Barista 24 16.0
Mocha 4 2.7
Costa Coffee 9 6.0
others 2 1.3
Total 105 70.0
Missing System 45 30.0
Total 150 100.0
6. Criteria that affects the choice (Annexure 6)
Frequency Percent
Valid Environment65 43.3
Price40 26.7
Quality35 23.3
Service8 5.3
Total148 98.7
Missing System2 1.3
Total150 100.0
Recommendation• Ambience and Quality are the key parameter that affect the
choice of Coffee Shop. Where Ambience accounts for 4.33 and Quality accounts for 5.23 (Annexure 6).
• Most of the consumers only order coffee while they visit coffee shops, so awareness to be made about other beverages and snacks.(Annexure 1.1)
• Availability of snacks.• Right mix of advertisement.• Introduction of “Happy Hours” and privileged cards for regular
customers. • Tie-ups with companies for offers on bulk orders on vouchers.
(Annexure 4.2)
THANK YOU!!!!
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