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resented by:roup 2 Abhitej Tripurari

.Girish P Pushpanjali Kumari .Santosh H R

Neha Awasthi

Vivek Surana

AF COFFEE DA

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a l o tcan

happen

..overf f

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FLASHBACK

Caf Coffee Day is a division ofAmalgamated Bean Coffee

Trading Company Limited,popularly known as,offee Day

.. .A Rs 750 crore

ISO 9002

certified

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KEY FEATURES

Pioneered caf concept inIndia in

.1996 Has 840 cafs in 125 citiesaround

.the country

(A youth oriented brand with majority customers falling-in 14 30

).year age bracket Has cafs in various

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&COFFEE DAY ITS SUB BRANDS

Caf Coffee Day -Coffee Day Xpress -Coffee Day Exports -Coffee Day Vending - &Coffee Day Fresh Ground

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CAF FORMATS

.1 Music Cafes

.2 Book Cafes

.3 Highway Cafes

.4 Lounge Cafes

.5 Garden Cafes

.6 Cyber Cafes

..they plan to open., ,sports cafe singles caf

..fashion caf

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USP OF THE BRAND (Accessibility strategically

)placed ( )-Coffee kaapi nirvana won a

silver medal at the WBC 2002 in

.Norway

UNIQUE FEATURES

It grows the coffee it

.serves They manufacture their

own

,furniture coffee

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PRODUCT

MIX Product Lines Teas

-Choc Lattes

Frosteas Fruiteazers Quenchers Small Eats Sundaes Sweet Eats Big Eats Merchandises ( & )Coffees Hot Cold

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CREATIVITY FACTOR

Description of the products isgiven in a very innovative

manner.

e v i l s O w n :G et wicked withthis caf frappe loaded with. ,chocolate and whipped cream Ah

,so sinful your mother would warn

.you against it - :o l d C h o c l a t t e ,Smooth

&creamy,cool chocolate milk shake

goes

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DIFFERENTIATION

Here products aredifferentiated through

.ngredients:-For instance

-coffee add ons- Flavored syrups

( , ,Hazelnut Caramel Toffee)Nut- Chocolate sauce- -Scoop of ice cream- Whipped cream

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POSITIONING

..Positioning is that ONE

..THING

for which the company is known

.forONE specific idea that firstcomes into the mind about the

.product

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PACKAGING

All packed products:-are

Informative( , . . .,ingredients M R P

&manufacturing,expiry date

nutrition,information)storage pattern

Attractive&eye catching

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PACKAGING OF THE CAFE

Its all about the place - h ex p e r i e n c e

..The caf is packaged well .Youthful environment .Use of young colours .Comfortable seating

.Appropriate lighting &Good use of black white.paintings

, , - &Music books Wi Finewspapers

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OBJECTIVES OF

PRICING Target rate of return(prices are not kept too

)low Meeting competition(prices are not kept too)high

Market share(the price for a hot cup

of coffee

)ranges from 30 to 60

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PRICING IN PRACTICE

No discounts are offeredPrices are not negotiable

:-ACT Caf Coffee Day outlets arecompany

& .owned company operated

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PROMOTIONS

They have a lot of promotional-strategies like co

,sponsoring movies conductingevents on the launch of a new,outlet changing menu

,seasonally introducing new.offers

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BRAND EXTENSION

Caf Coffee Dayteam has made acommendable effort in leveraging

the brand potential and the retail

opportunity by introducing manybrand extensions like Merchandises

-mints

-chocolates-cookies -youth newsletter Caf Beat

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PRODUCT LIFE CYCLE

Growthstage

Their aim is to open atleast

2000 outlets in India by

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CONSUMER SURVEY

COMPLAINTS:

---SERVICE RELATED

( DELAY, TAX, MIXUP, SWIPEMACHINE,LOUD MUSIC)

----EMPLOYEES RELATED(GIGGLING/GOSSIPING, RUDE,

LACK OF PASSION)

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---AMBIENCE RELATED( )ADVERTS

----OTHERS( ,HOME DELIVERY NO CLEAR)SEGMENTATION

:OSITIVES---AFFORDABLE

---IDEAL HANG OUT---CONSISTENCY

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COMPANY INITIATIVES

:MPLOYEE FACTOR( ,RIGOROUS SELECTION

, ,TRAINING CODE OF CONDUCT

)APPRAISAL:OOD FACTOR

( , ,PANEER TIKKA SANDWICH CORN SPINACH SANDWICH

, ,CHICKEN CHETTINAD ANDHRA CHICKEN PUFF)PARATHA CURRY NEW VARIETIES EVERY QUARTER

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FLEXIBLE MENU

BEVERAGES COLD BEVERAGES, TEA VARIETIES,

SHAKES/ JUICES AND ICECREAMS)

FUSION FOODS HUNGER MOOD, INDULGENCE, LIGHT

BITE, LOW CALORIE MOOD)

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THANK YOTHANK YO