Apr 07, 2015
CAF COFFEE DAYPresented by Group 2: AbhitejTripurari Girish P. Pushpanjali Kumari Santosh H.R Neha Awasthi Vivek Surana
a lot can happen
FLASHBACKCaf Coffee Day is a division of Amalgamated Bean Coffee Trading Company Limited, popularly known as Coffee Day, .. A Rs. 750 crore ISO 9002 certified company.
KEY FEATURES Pioneered caf concept in India in 1996. Has 840 cafs in 125 cities around the country. A youth oriented brand(with majority customers falling in 14-30 year age bracket). Has cafs in various countries.
COFFEE DAY & ITS SUB BRANDS
Caf Coffee Day Coffee Day- Xpress Coffee Day- Exports Coffee Day-Vending Coffee Day- Fresh & Ground
CAF FORMATS1. 2. 3. 4. 5. 6. Music Cafes Book Cafes Highway Cafes Lounge Cafes Garden Cafes Cyber Cafes ..they plan to open sports cafe., singles caf, fashion caf..
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 makers & other equipments.
PRODUCT MIXProduct Lines Teas Choc-Lattes Frosteas Fruiteazers Quenchers Small Eats Sundaes Sweet Eats Big Eats Merchandises Coffees(Hot & Cold)
CREATIVITY FACTORDescription of the products is given in a very innovative manner. Devils Own: Get wicked with this caf frappe loaded with chocolate and whipped cream. Ah, so sinful, your mother would warn you against it. Cold Choc-latte: Smooth, creamy & cool chocolate milk shake, goes down well anytime. Unlike your jokes.
DIFFERENTIATIONHere products are differentiated through ingredients. For instance: coffee add-ons - Flavored syrups (Hazelnut, Caramel, Toffee Nut) - Chocolate sauce - Scoop of ice-cream -Whipped cream
POSITIONINGPositioning is that.. ONE THING.. for which the company is known for. ONE specific idea that first comes into the mind about the product.
PACKAGINGAll packed products are: Informative (ingredients, M.R.P., manufacturing & expiry date, nutrition information, storage pattern) Attractive ( eye catching & appropriate)
PACKAGING OF THE CAFEIts all about the place - the experience The caf is packaged well.. Youthful environment. Use of young colours. Comfortable seating. Appropriate lighting. Good use of black & white paintings. Music, books, Wi-Fi & newspapers are also provided in various outlets.
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)
PRICING IN PRACTICE No discounts are offered Prices are not negotiable
FACT:Caf Coffee Day outlets are company owned & company operated.
PROMOTIONSThey have a lot of promotional strategies like co-sponsoring movies , conducting events on the launch of a new outlet ,changing menu seasonally, introducing new offers .
BRAND EXTENSIONCaf Coffee Day team has made a commendable effort in leveraging the brand potential and the retail opportunity by introducing many brand extensions like Merchandises -mints -chocolates -cookies youth newsletterCaf Beat
PRODUCT LIFE CYCLE
Their aim is to open at least 2000 outlets in India by 2010.
---SERVICE RELATED ( DELAY, TAX, MIXUP, SWIPE MACHINE, LOUD MUSIC) ----EMPLOYEES RELATED (GIGGLING/GOSSIPING, RUDE, LACK OF PASSION)
---AMBIENCE RELATED (ADVERTS) ----OTHERS (HOME DELIVERY, NO CLEAR SEGMENTATION) POSITIVES: ---AFFORDABLE ---IDEAL HANG OUT ---CONSISTENCY
COMPANY INITIATIVESEMPLOYEE FACTOR: (RIGOROUS SELECTION, TRAINING, CODE OF CONDUCT, APPRAISAL) FOOD FACTOR:(PANEER TIKKA SANDWICH, CORN SPINACH SANDWICH, CHICKEN CHETTINAD, ANDHRA CHICKEN PUFF, PARATHA CURRY) NEW VARIETIES EVERY QUARTER
FLEXIBLE MENUy BEVERAGES
COLD BEVERAGES, TEA VARIETIES, SHAKES/ JUICES AND ICECREAMS)y FUSION FOODS
HUNGER MOOD, INDULGENCE, LIGHT BITE, LOW CALORIE MOOD)