Starbucks Vs Cafe Coffee Day - Understanding the Consumer Preferences

UNEARTHING COFFEEMGB Group 4

Noopur GahalanRajdatta Madiwale

Digvi ShahGanesh Prasad Nagarajan

Pranav Rathi

COMPANIES SELECTED

StarbucksVS

Café Coffee Day

TARGET SEGMENTCountry: India (1.2 Billion)Age: 18 years to 25 years (18%)Income Demographic: Urban Population (28%)Middle class and Upper class: (30%)

Total Market Size Calculation: 1.51% of 1.2 Billion

18.12 Million Young Urban Upper Class People in India

VARIABLES

Dependent Variable:Intention to Purchase Coffee

PriceAvailability

TasteAmbience Hospitality

Independent Variables

QUESTIONNAIRE TO TEST IDEAL DATA POINTSImagine you have the power to change the PRICE of your coffee shop experience: how important do you think is that power?

1 – 2 – 3 – 4 – 5 - (not a cool super power to the best super power ever!)

Would you say - "taste of the coffee is the only reason why I visit a coffee shop"

Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree

How important is ambiance for your coffee experience?

1 – 2 – 3 – 4 – 5 (Does not matter to most important)

How close should your perfect coffee shop be to you?

1 – 2 – 3 – 4 – 5 (Does not matter in my choice of coffee shop toThe coffee shop must be next door)

Would you say - "I am willing to compromise on all other aspects of the coffee shop experience if hospitality of the staff can be increased greatly"


QUESTIONNAIRE FOR STARBUCKSHow does the price at Starbucks compare to the ideal price that you will be happy to pay?

1 – 2 – 3 – 4 – 5 - (it is the perfect price to it could be cheaper)

Would you say - "Starbucks's coffee tastes the best"


Please rate the ambiance of Starbucks:


How important is it for a Starbucks to be near you?




QUESTIONNAIRE FOR CAFÉ COFFEE DAYHow does the price at CCD compare to the ideal price that you will be happy to pay?

1 – 2 – 3 – 4 – 5 - (it is the perfect price to it could be cheaper)

Would you say - “CCD's coffee tastes the best"


Please rate the ambieance of CCD:


How important is it for a CCD to be near you?




SNAKE CHART

INFERENCE FROM THE SNAKE CHART

Café Coffee Day has inferior Taste and Ambience as compared to the ideal standards tested in the questionnaire. Its competitor Starbucks tested better than ideal standards for ambience and is very close to ideal standard for taste.

It is also viewed as a less popular, cheap coffee shop. Changing consumer perception will help increase sales and generate revenue.

IMPROVING PRODUCT POSITION

BRANDING THE

COFFEE BEANS

CELEBRITY SPOTTINGS

AT CCD

REINFORCE POSITIVE

IMAGE WITH FEEDBACK

Corner

Awesome Vacation DestinationsTravel the world to exotic destinations

Vacation destinations

• Health benefits of coffee

• Coffee helps you socialize more

• Link between Coffee and happiness

You won’t believe what happened on the sets of F.R.I.E.N.D.S.

This Billionaire has the most expensive yacht in the world!

Click to see pictures

MANIFEST MOTIVES Drinking

coffee

For a cup of good coffee

A sense of

freedom and

being an adult

Social validatio

n and belongin

g

Feeling of

elation and

euphoriaCompensa-tion for

being too

young to go to bars

To hang out with friends

To grab a quick snack

To access

free Wi-Fi LATENT

MOTIVES

MOTIVES

THANK YOU

THANK YOU

Starbucks Vs Cafe Coffee Day - Understanding the Consumer Preferences

Food

Transcript of Starbucks Vs Cafe Coffee Day - Understanding the Consumer Preferences