P R E S E N T E D B Y : G R O U P 1

A K H I L J A I N

A A R U S H I R A J P U T

A M A N G U P T A

A A N C H A L K A P O O R

N I S H A N T N E G I

Marketing Management- I

Contents

Corporate Profile

Mission and Vision

4Ps of Marketing

SWOT Analysis

Some interesting Facts

Analysis of Sample Data

Problems Faced

Learning from the project

O U R M I S S I O N I S A S I M P L E O N E . T O B E T H E B E S T C A F E C H A I N B Y O F F E R I N G A W O R L D

C L A S S C O F F E E E X P E R I E N C E A T A F F O R D A B L E P R I C E S .

Mission

Corporate Profile

Welcome to Cafe Coffee Day, India's favorite coffee shop where the young at heart unwind. A division of India's largest coffee conglomerate, the Amalgamated Bean Coffee Trading Company Limited (ABCTCL). Popularly known as Coffee Day. With Asia's second-largest network of coffee estates (10,500 acres) and 11,000 small growers, Coffee Day has a rich and abundant source of coffee. This coffee goes all over the world to clients across the USA, Europe and Japan, making us one of the top coffee exporters in the country.

YEAR EVENT

1996 C.C.D. was first set-up at Brigade Road in Bangalore

2002 C.C.D. owns & operates 213 cafes in all major cities of India

2008 C.C.D. expanded to 595 cafes in 100 cities of India, 3 in Vienna, 2 in

Karachi & targets to expand till 950 cafes in a year from 2008

2010 Earning revenue of US$45 million, jobs 5000 employees, owns 1016 cafes

in 135 cities

2013 1481 stores till date

2015 Planning to Cross over 1500 stores

4P’s of Marketing

Product

Wide range of products appealing to Indian coffee and snack lovers.

Indian taste.

Eatables adopted to Indian taste buds like samosa, tikka sandwich etc.

Indian taste along with classic coffee.

Merchandising includes stuff like t-shirts, caps etc.

Price Major customer -15- 29 yrs, Price ranges - 50 to 200. Minor changes

(majorly - government taxes)

Place

Strategically located outlets (High Street/ Family Entertainment Centres).

Promotion

C.C.D. looks at mass media as a viable area of advertising.

Television (Zee English called Friends, Channel [V]'s Get Gorgeous).

Tickets Sales (IPL).

Movies (Main Hoon Na, Kyun Ho Gaya Na, etc).

Sales Promotion (Offer coupons, Gifts vouchers, Café Citizen Cards).

Café Beat- an in-house magazine.

Tie-up with World Space & Microsense to provide satellite connectivity.

SWOT AnalysisSTRENGTHS

• Largest retail chain of cafes.

• ISO 9002 certified company.

• Quality and taste.

• Youth oriented brand (40 % population< 20).

• Reduction in cost (Own Production).

• USP of brand - Highly affordablebrand.

WEAKNESS

• Weak brand image and lacks strengthto maintain brand loyalty.

• Wrong site selection - Losses.

OPPORTUNITY

• Fastest growing industries in Asia.

• Preferred for informal meetings.

• Gone international

THREAT

• Competition with established andInternational other coffee cafes likeBarista, Mochas, Gloria Jeans, CoffeeBean and Starbucks.

SWOT

SAMPLE INFORMATION and ANALYSIS

Objectives To analyze the demographics of the CCD’s clientele

Sample’s information Size = 22

Age Group = 20 to 42

No. of males=10

No. of females=12

FREQUENCY OF VISIT??

a. Almost daily

b. Once a week

c. 2-3 times a week

d. occasionally

once a week18%

2-3 times a week36%

occasionally46%

PURPOSE OF VISIT???

a. A. Spending time With Friends

b. B. Having coffee

c. C. Business meeting

d. D. any other

time with friends

54%

having coffee23%

business meeting

14%

any other9%

EXPENSE ON A VISIT???

a. A. 0-100

b. B. 100-200

c. C. 200-300

d. D. 300 and above

100-200 41%

200-300 36%

300 and above 23%

HOW SAMPLE RATED CCD

0

2

4

6

8

10

12

14

1star 2star 3star 4star 5star

In Terms OfFood/Coffee

In Terms Of ValueFor Money

In Terms OfService

In Terms OfAmbience

HOW SAMPLE RATED CCD’s

0

2

4

6

8

10

12

1star 2star 3star 4star 5star

Coffee

Eatables

Dessert

Other Beverages

COMPETITORS

1. 1. Cafe Coffee Day,

2. 2. Baristas,

3. 3 Costa Coffee

4. 4. Starbucks

café coffee day45%

Barista18%

Costa Coffee14%

Starbucks23%

BASED ON SAMPLE INFORMATION

Who hangs out at Coffee Day?

• Sample shows that while a part of customers come for their products, a substantial amount of their customers come to “hang out” with friends.

• The café is also the venue for“business meetings” (14%), “Having Coffee” (23%) or just plain “hang out” (54%)

CHALLENGES FACED

Convincing people to tape their response on camera

Getting permission from CCD to shoot in café’s premise

Poor coordination

LEARNING FROM THE PROJECT

Overall working as a team

Customer behavior towards the brand