Café Coffee Day –Final Project Report on: “Promotional Strategies For Cafes in Malls (Mall Activations)” SIP project report submitted in partial fulfillment of the requirements for the PGDM Programme By: Amit Kumar Singh (Roll no. : 11009) Project Supervisors: MR.ARUN P (Marketing Manager, Café Coffee Day)
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Café Coffee Day –Final Project Report on:
“Promotional Strategies For Cafes in Malls (Mall Activations)”
SIP project report submitted in partial fulfillment of the requirements for the PGDM
Programme
By: Amit Kumar Singh (Roll no. : 11009)
Project Supervisors:
MR.ARUN P (Marketing Manager, Café Coffee Day)
International School Of Business & Media, Pune (2010-12).
Acknowledgements
The completion of the project would not have been possible without the kind help and support of
some people who helped me complete my assignment and helped in ensuring that any form of
hindrance faced was countered with, effectively.
My deepest respects to my Company Project Guide, Mr. Arun P(Marketing Manager, Café
Coffee Day) whose expertise and knowledge helped me enhance my own knowledge in all major
aspects of business.
I would also like to thank Mr.K.Ramakrisnan (Marketing Head, Cafe Coffee Day) without whose
co-operation and support nothing would have been possible.
Lastly I would like to thank all the customers of Café Coffee Day who provided the necessary
feedback and suggestions required to complete my surveys.
2
Executive Summary
I was involved with one project during my two month internship with Café Coffee Day, Kolkata
Regional Office. I was asked to work on one projects namely “Promotional Strategies For Cafes
In Malls (Mall Activations)”. The timeline for the project was Two month.
For my project on “Promotional Strategies For Cafes In Malls (Mall Activations)”, the research
and Data Collection was done mainly through survey conducted on facebook as I was asked not
to do a questionnaire inside the malls by my project guide.
The Projects were done keeping in mind that Café Coffee Day is a youth oriented enterprise and
that attracting and satisfying also attracting more young and vibrant people in one of its primary
objectives.
3
Introduction
Today Café Chains like Café Coffee Day, Barista, Costa Coffee, etc. are in popular demand in
India mainly because of the ambience these Cafes provide to their consumers and also because of
an increase in the number of coffee drinkers in the country. A culture of coffee drinking which
originated from the south has been spreading throughout the country mainly after the inception
of such Cafes.
Today’s youth love their music and like socializing with friends and loved ones. Taking
this into account, the Café Chains in the country provide just what the youth wants. If one walks
into any Café, one can notice the trendy design, lavish seating, and light music playing in the
background. Such is the sort of ambience the youth normally prefer. It sort of has a soothing
effect which enables them to converse freely and share their experiences.
However, with increasing popularity of such Café chains, more and more players are entering the
market with better products and services, hence making it difficult for the existing players to
retain or create new customers.
By Doing the “Promotional Activities” wherein the customer gets discounts and other benefits,
one can bring the customer closer to the Café and increase brand loyalty.
4
Objectives of the Study
The objective of the project on “Promotional Strategies For Cafes In Malls” is “To study Café
Coffee Day, identify areas of excellence and areas needing improvement; and provide
suggestions for such improvement”. The aim of this Thesis is to successfully compare two
prominent service sector companies on a common platform, analyze their working and
performance, and highlight what they are doing well, while providing suggestions and
recommendations for improvement.
QSR(quick snack restaurants), other eating outlets in malls and Café Coffee Day were
chosen because of their identical pattern of functioning and growth. They are the only major
player or competitor for café coffee day in malls and their customers consider both as
interchangeable brands. This is why it is important to study how these brands differentiate
themselves from each other, and attempt to improve brand loyalty amongst their customers.
5
Concepts/Models used
Project: “Promotional Strategies For Cafes In Malls (Mall Activations)”:
Organizations need to retain existing customers while targeting non-customers. Measuring
customer satisfaction provides an indication of how successful the organization is at providing
products and/or services to the marketplace.
Customer satisfaction is measured at the individual level, but it is almost always reported at an
aggregate level. It can be, and often is, measured along various dimensions. A hotel, for
example, might ask customers to rate their experience with its front desk and check-in service,
with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a
holistic sense, the hotel might ask about overall satisfaction “with your stay”
As research on consumption experiences grows, evidence suggests that consumers purchase
goods and services for a combination of two types of benefits: hedonic and utilitarian. Hedonic
benefits are associated with the sensory and experiential attributes of the product. Utilitarian
benefits of a product are associated with the more instrumental and functional attributes of the
product .
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction
6
can also vary depending on other options the customer may have and other products against
which the customer can compare the organization's products.
Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for
the measurement of customer satisfaction with a service by using the gap between the customer's
expectation of performance and their perceived experience of performance. This provides the
measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by
Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap"
described by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation of performance) into a single measurement of performance according to expectation.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of their
perception and expectation of performance of the organization being measured. Their satisfaction
is generally measured on a five-point scale.
Customer satisfaction data can also be collected on a 10-point scale.
Regardless of the scale used, the objective is to measure customers’ perceived satisfaction with
their experience of a firm’s offerings. It is essential for firms to effectively manage customer
satisfaction. To be able do this, we need accurate measurement of satisfaction