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