ccd

A

Project Report

On

“CAFÉ COFFEE DAY”

Submitted In Partial Fulfillment Of

Requirement for the Award of Degree

Bachelor of Business Administration

(BBA)

Batch: 2010-2013

Submitted By Under the Guidance

HIMANSHI GARG MRS. SEEMA CHAUDHARY

BharatiVidyapeeth Institute of Management &Research (BVIMR),

New Delhi

An ISO 9001:2008 Certified Institute

Re Accredited with a Grade “A” NAAC

Ranked in Top 50 B-schools in India by Business India

Recipient of B-school leadership award From Star News

STUDENT UNDERTAKING

I HIMANSHI GARG has completed the industrial exposure on café coffee day under the guidance of Mrs.SEEMA CHAUDHARY in the partial fulfillment of the requirement for the award of bachelor of business administration of Bharati Vidhyapeeth University,Pune.This is an original piece of work and I have not submitted it earlier elsewhere.

ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any work would be incomplete unless we mention some of the persons,as an expression of gratitude,which made it possible,whose constant guidance ans encouragement served as a beckon light and crowned the efforts and success.

I take this opportunity of expressing the gratitude to Mrs.SEEMA CHAUDHARY who has always been of immence help during the making of this project,which helped as a great deal in enhancing the knowledge by virtue of practical application .I regret any inadvertent omissions.

CONTENTS

Chapter-1-Introduction page no.

A. Overview of the service sector and its contribution in the economy 3-7B. Overview of the industry and its contribution in the service sector 8-23

Chapter-2- About the Company

A. Profile of the Company 24-28 B. History of the Company 28-30C. Vision and mission statement of the Company 30-31D. Key competitors of the Company 31-32E. Organizational structure

Chapter-3- Marketing Strategies of the Company

A. Introduction about the marketing strategies 34B. Four P’s of the Marketing 34-36

Chapter-4-Process of service delivery

A. Blueprint of the process 37B. Problems encountered in the process 38C. Suggestions for improvement of service delivery 38-39

Chapter-5-People

A. Recruitment process 40-41B. Training and Development 41-42C. Motivation 43-46

Chapter-6-Physical Evidence 47-49

Chapter-7-References 50

CHAPTER-1-INTRODUCTION

A. Overview of the service sector and its contribution in the economyB. Overview of the industry and its contribution in the service sector

A.1 OVERVIEW OF THE SERVICE SECTOR

Service sector is the lifeline for the social economic growth of a country. It is today the largest and fastest growing sector globally contributing more to the global output and employing more people than any other sector.

The real reason for the growth of the service sector is due to the increase in urbanization, privatization and more demand for intermediate and final consumer services. Availability of quality services is vital for the well being of the economy.

In advanced economies the growth in the primary and secondary sectors are directly dependent on the growth of services like banking, insurance, trade, commerce, entertainment etc.

Indian Service SectorIn alignment with the global trends, Indian service sector has witnessed a major boom and is one of the major contributors to both employment and national income in recent times. The activities under the purview of the service sector are quite diverse. Trading, transportation and communication, financial, real estate and business services, community, social and personal services come within the gambit of the service industry.

One of the key service industry in India would be health and education. They are vital for the country’s economic stability. A robust healthcare system helps to create a strong and diligent human capital, who in turn can contribute productively to the nation’s growth

Post Liberalization The Indian economy has moved from agriculture based economy to a knowledge based economy. Today the IT industry and ITE'S industry are the dominant industry in the service sector. Media and entertainment have also seen tremendous growth in the past few years.

Information Technology IndustryThe Information Technology industry has achieved phenomenal growth after liberalization. The industry has performed exceedingly well amidst tough global competition. Being knowledge based industry; India has been able to leverage the global markets, because of the huge pool of engineering talent available and the proficiency in English language among the middle class.

ITES sector

The ITES sector has also leveraged the global changes positively to emerge as one of the prominent industries. Some of the services covered by the ITES industry would be:

Customer interaction services -Non voice and Voice. Back office, revenue accounting, data entry, data conversion, HR services. Medical Transcription. Content development and animation

RetailingPrior to liberalization, India had one of the most underdeveloped retail sectors in the world. After liberalization the scenario changed dramatically. Organized retailing with prominence on self service and chain stores has changed the dynamics of retailing. In most of the tier I and tier II cities supermarket chains mushroomed, catering to the needs of vibrant middle class. This indirectly contributed to the growth of the packaged food industry and other consumer goods

Financial Services-Banking And InsurancePrior to liberalization these two sectors were controlled and regulated by the government. Nationalized banks and insurance companies had a firm grip over the market. After liberalization the banking and insurance domain opened up for private participation.

Banking Sector

The three major changes in the banking sector after liberalization are:

Step to increase the cash outflow through reduction in the statutory liquidity and cash reserve ratio.

Nationalized banks including SBI were allowed to sell stakes to private sector and private investors were allowed to enter the banking domain. Foreign banks were given greater access to the domestic market, both as subsidiaries and branches, provided the foreign banks maintained a minimum assigned capital and would be governed by the same rules and regulations governing domestic banks.

Banks were given greater freedom to leverage the capital markets and determine their asset portfolios. The banks were allowed to provide advances against equity provided as collateral and provide bank guarantees to the broking community.

Insurance SectorThe Insurance Regulatory and Development Authority Act 1999 (IRDA Act) allowed the participation of private insurance companies in the insurance sector. The primary role of IRDA was to safeguard the interest of insurance policy holders, to regulate, promote and ensure orderly

growth of the insurance industry. The insurance sector could invest in the capital markets and other than traditional insurance products,various market link insurance products were available to the end customer to choose from

Some of the prominent insurance companies are:

Bajaj Allianz Insurance Corporation Birla Sun Insurance Co Ltd HDFC Standard Insurance Co Ltd ICICI Prudential Insurance Co Ltd Max New York Insurance Co Ltd Tata AIG Insurance Co Ltd

The service industry forms a backbone of social and economic development of a region. It has emerged as the largest and fastest-growing sectors in the world economy, making higher contributions to the global output and employment. Its growth rate has been higher than that of agriculture and manufacturing sectors. It is a large and most dynamic part of the Indian economy both in terms of employment potential and contribution to national income. It covers a wide range of activities, such as trading, transportation and communication, financial, real estate and business services, as well as community, social and personal services. In India, services sector, as a whole, contributed as much as 68.6 per cent of the overall average growth in gross domestic product (GDP) between the years 2002-03 and 2006-07.

A.2. CONTRIBUTION OF SERVICE SECTOR IN THE ECONOMY

Service Sector of Indian Economy contributes to around 55 percent of India's GDP during 2006-07. This sector plays a leading role in the economy of India, and contributes to around 68.6 percent of the overall average growth in GDP between 2002-03 and 2006-07.

There has been a 9.4 percent growth in the Indian economy during 2006-07 as against a rise of 9 percent in the same during 2006-06. During this growth in Indian economy, the service sector witnessed a rise of 11 percent in the year 2006-07 against the 9.8 percent growth in 2005-06. The service sectors of Indian economy that have grown faster than the economy are as follows:

Information Technology (the most leading service sectors in Indian economy)

IT-enabled services (ITeS) Telecommunications Financial Services Community Services Hotels and Restaurants

There has been a 13 percent hike in the service sectors of trade, hotels, transport and communication in India's economy as compared to the 10.4 percent rise in the previous year. The financial services that comprise of banks, real estate, insurance, and business services witnessed a rise of 11.1 percent during 2006-07 against the 10.9 percent growth in the previous year. Service sectors including community, social, and personal services experienced a growth of 7.8 percent during 2006-07 as against 7.7 percent growth in the previous year.

The service sector of India has also witnessed a remarkable rise in the global market apart from the Indian market. It has experienced a rise of 2.7 percent in 2006 from that of 2 percent in 2004. The broad-based services in the trade sector has undergone a large-scale rise. A statistics concerning the growth of India's service sectors are listed below:

The software services in Indian economy increased by 33 percent which registered a revenue of USD 31.4 billion

Business services grew by 82.4 percent Engineering services and products exports grew by 23 percent and earned a revenue of USD

4.9 billion Services concerning personal, cultural, and recreational had a growth of 96 percent Financial services had a rise of 88.5 percent Travel, transport, and insurance grew by 23 percent

The software services in Indian economy along with the export of products is growing at a massive pace and thereby witnessed an alarming rise of 35.5 percent and reached a lumpsome amount of USD 18 billion. The IteS and BPO sectors grew by 33.5 percent and earned a revenue of USD 8.4 billion. The service sector of Indian economy has been the most high-powered sector in India's economy. It has also been focusing in various investments of late. As Indian economy is looking forward for more liberalization, sectors like banking are on its way to loom large and occupy a more significant position in India's economy.

B.1 OVERVIEW OF CAFÉ COFFEE DAY

Café Coffee Day (Kannada: ಕಫೆ ಕಾ�ಫಿ ಡೆ) is a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL). ABCTCL grows coffee in its own estates of 10,000 acres (4047 ha). The land value of the plantations is US$250–300 million.[2] It is the largest producer ofArabica beans in Asia. Apart from this, the group also sources coffee from 11,000 small growers. ABCTCL is one of India’s leading coffee exporters with clients across USA, Europe and Japan.

NAME

Name

ABTCL was looking at a simple name that would be representative of a daily purchase of coffee - something that would denote how ‘coffee’ was an every 'day’ occurrence. Therefore, the name ‘Coffee Day’. After this, when the ‘Coffee Day’ group was on the verge of completing the entire ‘Bean-to-Cup’ experience with coffee cafes being a very promising branch, the word ‘Café’ was prefixed to ‘Coffee Day’. Hence, ‘Café Coffee day’ was decided as the final name.

LOGOThe First Café Coffee Day logo was a bright red cube with a green stroke above ‘e’ in ‘Café Coffee Day’. The word ‘Café’ was made to appear dominant to indicate Café Coffee Day’s

introduction of ‘Café culture’ in India. The font used for ‘Café’ is called SLURRY – the font looks as though the letters have congealed or coagulated out of liquid.

After recognizing the buzz of conversations that invariably accompanied the coffee being served at their tables, Café Coffee Day introduced a new logo with a ‘dialogue box’ in it. This was to highlight the strong connection between ‘coffee’ and ‘conversations’. Another indication of the dialogue is the two-way conversation between Café Coffee Day and its customers.

TAG LINE"A lot can happen over coffee" became a popular line among youngsters. In a bid to take their coffee chain national in 2000, the management decided to strengthen their brand pull with an appealing tag line. Factors like ambiance, food, music, atmosphere and meeting people were identified as the aspects that were drawing people to their cafés. Encompassing all these factors in a single line, the sentence "A lot can happen over Coffee", was phrased.

The company is known for being vertically integrated to cut costs: from owning the plantations, growing the coffee, making the coffee machines to making the furniture for the outlets.

The machines cost them  1.2lakh each, which they say is half the cost of an imported coffee machine .The maintenance cost of CCD's machines is also less than foreign machines.

OUTLETSThe first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka. Following this, CCD crossed over 1000 cafés throughout the nation by 2011. They have a minimum of 1270 outlets. The number increases almost every week. A ‘meter’ on their official website (Cafecoffeeday.com) keeps continuous track of the number.

A cup of coffee is sold for Rs 50 onwards.

LOGOFor a brand to stand out and be successful there has to be apersona l commi tment f rom s ta f f a t a l l l eve l s . The t a rge tcus tomers mus t iden t i fy wi th i t . I t shou ld be

v ib ran t and have a “life” of its own. Liveliness, growth, fun and passiondepicts our brand, our customers, our staff and our future –this is embodied in our design and

colour.Our LOGO colours embody: 

Red Square= Leadership, passion

White Swirl= Purity of purpose,invigorating properties of coffee

Green Stroke= 125 years of coffeegrowing heritage of this vertically integrated Group

PRODUCTS AT CAFÉ COFFE DAY Description of various Food and Beverages:

HotCoffeesOne Line Descriptions:

Espresso: Strong black coffee extracted at highpressure and optimum temperature.

Espresso Americano: A shot of lightened Espresso dilutedwith hot water.

Macchiato: A s h o t o f E s p r e s s o t o p p e d u p with milk foam.

Cappuccino

: Strong milk based coffee with ashot of Espresso, milk and milk foam. It is oneof the most popular hot coffees at Cafe Coffee Day

Café Latte: Mi lk ie r ho t co f fee , mi ld and goes bes t wi th coffee flavoring syrups. It has a very

thin layer of milk foam.Chocochino

: A blend of Chocolate ice cream and Espressogarn i shed wi th a do l lop o f mi lk foam. I t i s ne i the r a ho t coffee nor a cold coffee. It is a warm coffee.

Cafe Mocha:Chocolate flavored Cappuccino.  Goes bestwhen served with whipped cream. Garnish

it with a dash of cocoa powder.Irish coffee:

A light Espresso flavored with a choice of Irish Cream/ Hazelnut/ Caramel and topped with WhippedCream

Caffeine Kick:Double sho t o f e spresso d i lu ted wi th ho t water.

Black Velvet:A'ristretto'strong coffee served around 5-20ml.

Kenyan Safari: An international coffee with the hiddenflavor of Blueberry.

Colombian Juan Valdez:Rich, mild international hot coffeewith fruity flavour.

Ethiopian Qahwah: International hot coffee with a hiddenmocha flavour.

Hot chocolate: Lots and lots and lots of chocolate.

Cold CoffeesTropical Iceberg: Ice blended cold coffee with notes

of choco la te .   I t   i s   the  mos t  popu la r   co ld  cof fee  ac ross   thecountry.

Tropical Temptation: A Tropical Icebergtopped with whipped cream and a shot of  chocolate sauce.

Cold Sparkle:Ice blended cold coffee witha sparkling taste of coconut, it is among

thee a r l i e s t   c o l d   c o f f e e s   i n t r o d u c e d   i n   t h e i r menu.Iced Eskimo

: Ice blended cold coffee with notes of coffeeand creambalanced in right proportions.Arabian Heights

: Ice blended cold coffee with a distinct flavour of cardamom.

Vegan Shake: It is made of 100%

pure vegetable fat anddoes not contain any animal fat & dairy product. It is uniqueand i s be ing l aunched fo r the f i r s t t ime in the coun t ry by CCD.

Cappachillo: Coffee with sweetened creamymilk served on the rocks.

Mochachillo: Chocolate flavored coffee withsweetened creamy milkserved on the rocks.

Cafe Frappe: A jud ic ious b lend o f i ce c ream and cof fee that gives a smooth and creamy effect.

Almond frappe: Almond flavored rich, creamy cold coffeewith whipped cream, garnished with

almond flakes.Choco Frappe

: A Cafe Frappe with an extra scoop of Vanillai ce c ream and a sho t o f choco la te sauce , ga rn i shed wi th cocoa powder.

Devils Own: A smooth blend of cream and coffeedrenched with chocolate sauce and topped

up with a shot of whipped cream

Kaapi Nirvana: It is their ultimate signature blend, veryIndian with hidden Caribbean taste, won the

silver medal inthe in the wor ld ba r i s t a championsh ip he ld in Os lo 2002 . Rich coffee taste, heavy body with creamy texture and doesnot require any additional flavors.

Fruit Frappe: A jud ic ious b lend o f i ce c ream and f ru i t s having different fruity flavors and thick cool texture. (MangoFrappe, Strawberry Frappe, Pineapple, Frappe , Lichi , Frappe ,Cold

Chocolate)

Assam Tea: A strong Tea grown in the best tea estates of Assam.

Masala Chai: H i g h g r a d e A s s a m t e a i n c o m b i n a t i o n   w i t h   a   M a s a l a   b a g   w h i c h   i s

m e t i c u l o u s l y   p r e p a r e d   w i t h   p e p p e r , cardamom and cinnamon to give an ethnic feel.

Ice Tea: A flavoured cold tea served with lemon juice on the rocks,garnished with a slice of lime.

Granitas / CremosasGranitas: A cool slush drink in different flavour variants

Pineapple Crush :Pineapple flavour.

Cool Blue: O r a n g e & h i d d e n f l a v o u r o f   mint.

Blood Orange: Orange flavour.

Smoothies: I ce -d r inks b lended wi th i ce cream to give it a creamy texture, which gives a smooth

creamy after taste

Strawberry/Mango Colada: A smoothie, flavoured with strawberry/mango garnished with whipped cream.

Cremosa: A fizz drink served with fruit concentrate, soda and Ice Cubes Served on the Rocks.

(Flavor options: Litchi, Ginger Spice and Pina Colada)

DessertsMousse Au chocolate: A double layered Chocolate moussewith a combination of milk a

 dark chocolate & subtle coffeeflavor for all the chocolate lovers.

Mocha Pastry: A fresh coffee sponge cake flavored withCoffee cream and syrup.

Chocolate Fantasy Cake:  R ich  Choco la te P a s t r y   p a m p e r e d   w i t h   a   r i c h   g a r n i s h   w i t h chocolate

truffle swirl.Pineapple Gateaux

:   D e l i c i o u s   c r e a m   a n d   p i n e a p p l e - flavoured cake, very light and refreshing.Chocolate Mousse

: Creamy, Fluffy, Smooth, chocolateflavored dessert, ideal with coffee.Black forest Cake

: The all time favorite Choco pastry with cherries suited to our Indian palate.Sugar/chocolate Doughnut

:   A   d e e p - f r i e d   d u m p l i n g d o u s e d   w i t h   c i n n a m o n   f l a v o u r e d   t o p   d i p p e d  i n   s u g a r   o r chocolate truffle.

Date& 

Walnut cake: R i c h b u t t e r b a s e C a k e m a d e o f   delicious combination Dates & Walnut.

Chocolate Brownie: A r i c h d e s s e r t m a d e w i t h   t h e   c o m b i n a t i o n   o f   c h o c o l a t e ,   b u t t e r ,

wa lnu t s  bes t  wi th   cof fee .[TIP:

Tastes best with a scoop of Vanilla Ice Cream.Banana  walnut  cake

:  De l i c ious   t eacake   f l avored  wi th bananas and walnuts

Marble cake: A de l i c ious combina t ion o f choco la te and vanilla butter sponge best with tea or coffee, topped with pure chocolate. Try with a scoop of choc ice cream, vanilla ice

cream, nuts & chocolate sauce.Cookies

: A crisp sweet snack accompanying all coffee and teas with choco chips, chocolate ginger, peanut butter and coconut macaroon flavour options

Coffee Day Xpress is a division of India's largest coffee conglomerate, Amalgamated Bean

Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day, A Rs. 750 crore ISO

9002 certified Company.

Coffee Day Xpress was launched on 26th February 2003 in Bangalore. It is a concept of quick

and delightful service. The express is a small format kiosk that serves hot and cold coffee and a

variety of food items. The credit of success of Coffee Day Xpress is due to its location. Location

of the kiosk plays an important role in Coffee Day Xpress. We have the outlets not only in public

place but also in corporate offices. Coffee Day sources coffee from 5000 acres of coffee estates,

the 2nd largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is

one of India’s leading coffee exporters with clients across USA, Europe & Japan.

With its roots in the golden soil of Chickmaglur, the home of some of the best Indian Coffees and with the vision of a true entrepreneur nurturing it, Coffee Day has its business spanning the entire value chain of coffee consumption in India. Its different divisions include: Coffee Day Fresh n Ground (which owns 400 Coffee bean and powder retail outlets), Coffee Day Xpress, Coffee Day Take away (which owns 12000 Vending Machines), Coffee Day Exports and Coffee Day Perfect (FMCG Packaged Coffee) division.

It has outlets at different places like-

SHOPPING MALLS CORPORATES AIRPORTS HOSPITALS INSTITUTE (COLLEGE/SCHOOL) PETROL PUMPS METRO STATION HOTEL

Coffee Day Xpress is a unique concept of convenient cafe, an idea that feeds a

world that's continuously in transit.

CONCEPT

Coffee Day Xpress is a division of Amalgamated Bean Coffee Trading Company. It is a type of

Kiosk where people can stay for a while, get some fresh and hygienic food and enjoy some time.

One can start his day by taking refresh food from Coffee Day Xpress. It is a great concept of

ready to eat food. We are providing light and healthy food in all the outlets. We have outlets not

only in public place in fact also in Corporate, Railway Station, Metro, Hospital and Institute.

Amalgamated Bean Coffee Trading Company Limited – or ABC, as it is better known – is a

fully integrated coffee company with a rich heritage that stretches over a century. Its endeavors

find expression from coffee plantations to innovative retail concepts and even exports. To ensure

that it remains a dominant force in the coffee sector; ABC has invested extensively in Research

& Development to ensure quality coffee blends.

Concept of Coffee Day Xpress

The Coffee Day Xpress kiosk is a sanctuary where the harried urbanite can pause for refreshment

before getting on with life. Coffee Day Xpress provide the food items fast, fresh, hygienic,

suitable and at an affordable price.

We believe in providing the complete refreshment through our outlets. We have the mantras

“Coffee on the go! Makes you, ask for more…….”

PRODUCT/SERVICES

We have the entire range of coffee, cappuccino, Latte, Espresso, Mocha, and a host of beverages,

including teas, shakes and even hot chocolate. To round off the experience, you could also tuck

into a variety of snacks (like sandwiches, Submarines, burgers, puff, samosa, wraps and

pastries). Truth to be told, the Coffee Day Xpress range of food varies from region to region.

What we try to do is incorporate regional favorites in our menu and to balance the salt with the

FAST FRESH HYGIENIC SUITABLE AFFORDABLE

sweet.

We have the outlet each and every place between offices to home. Where there is no time for hot

cup of coffee or a meal, one can trust a Coffee Day Xpress to provide fast, fresh and hygienic

food.

FRANCHISEE

Coffee Day Xpress is perhaps the only low investment, high returns business, where you pile up

your profits right from the word go. The low-risk investment, which is 80% refundable and 20%

goes as royalty/registration fees (non-refundable), entitles you to a plug-and-play kiosk fully

equipped with all the machineries - fully operational within 3 weeks of the franchise agreement

being signed.

It can truly be said that no other brand growing through the F&B franchising route offers so

much for so little. All you need is a hunger for success, a high-traffic location and a little

investment. All the rest – like the training and support – is provided by the Coffee Day Xpress

brand. And you are ready to rake in the big bucks from Day 1.

With over 500 successful entrepreneurs spanning the length and breadth of India, Coffee Day

Xpress is poised for a growth curve that's creating new benchmarks in the F&B franchising

business. Speckled across the urban scape of India's leading cities…there's one sign that beckons

entrepreneurs who want to book profits.

With a product portfolio that embraces hot and cold beverages, and a snacks menu that stretches

from burgers, rolls, submarines and sandwiches to brownies, pastries, puffs and samosas, Coffee

Day Xpress is the one take-away F&B format that caters to the needs of all customers for whom

time is money.

BRANCHES OF COFFEE DAY XPRESS

EAST WEST NORTH SOUTH

MUMBAI

PUNE

NAGPUR

GOA

BANGALORE

HYDERABAD

CHENNAI

KOLKATA

JAIPUR

CHANDIGARHH

DELHI/NCR

COFFEE DAY XPRESS

ROLE OF DIFFERENT DEPARTMENT IN COFFEE DAY XPRESS

Coffee Day Xpress work as a team. We have different team in CDX. All the teams are performing their task smoothly. There is a good coordination between the team members. They show their enthusiastic towards their work. Overall performance of the tem is good.

OPERATION

SUPPLY CHAIN MANAGEMENT

FINANCE

MIS/IT

FOOD AND BEVERAGE

MARKETING

PROJECT

MAINTENENCE

HUMAN RESOURCE

BUSINESS DEVELOPMENT

COFFEE DAY XPRESS

OPERATION

This team achieves their sales objectives and is responsible for the daily running of their outlets in a profitable manner. Customer interaction is very important for this team, as they are the ones who interface with the customer and provide them with a satisfactory service and product experience. This team gives some training to the bean buddy that we have to boost the sale. The training is given by the person who is involved in day to day operation. The below diagram shows that how operation start in coffee day xpress.

OPERATIONS HIERARCHY

GENERAL MANAGER

REGIONAL MANAGER

OPERATOR

ASST. GENERAL MANAGER

CITY HEAD

OPERATION EXECUTIVE

The brand image of Coffee Day Xpress is and will be reflected through the bean buddy by the

way they dress, behave and carry themselves, both within the organization and outside. They are

the face of the company since they will be the first point of interaction with the customer.

HUMAN RESOURCE

In Coffee Day Xpress, HR team plays an important role. HR team has more responsibility as compare to other department. The HR team deals with all matters pertaining to people within their team. They are responsible for recruitment and selection at all levels from team members to the management staff. They are responsible for employee salaries, career development and counseling. Constant efforts are made for employee up gradation in terms of improving skills and job satisfaction to meet the aspirations of all employees. The main role of HR is to find right people at right time and with right skills. This team is also responsible for Training and Development. This team focuses on involvement in training activities to better the QUALITY of the operators. It also focuses in Proactive & Aggressive approach from Operations in coordination of Training. This team also motivates their employee towards their work.

The main work of HR team are-

RECRUITMENT

TRAINING

SALARY AND COMPENSATION

EMPLOYEE GRIEVANCE

PERFORMANCE APPRAISAL

FOOD AND BEVERAGE

The main role of F&B in this organization is:

Vendor management Negotiation Vendor Implantation Food quality Menu analysis Quarterly review of food menu Training regarding Food and Beverage

This team is responsible for each and everything related to Food and Beverage such as quality of food, delivery of food, short supply of food etc. The main role of F&B is vendor management. This team also ensures the highest level of hygiene and food quality. This team provides training to the bean buddy regarding the preparation of food & Beverages etc. These teams not only provides the training regarding Food and Beverage but also provide the training that how to keep the food hygienic. The F&B team sources and manages vendors who supply food to the cafes.

WORK FLOW DIAGRAM OF F & B:

1. VENDOR MANAGEMENT

2. COMMUNICATE & NEGOTIATE

4. TRAINING REGARDING FOOD & BEV.

3. REVIEW OF FOOD MENU

B.2.CONTRIBUTION OF CCD IN SERVICE SECTORCCD is present in be it malls, premium institutions, high street, transport hubs, corporate, residential and store-in-store. CCD provide delivering consumer delight in the outlets. A key aspect of marketing in CCD is its purely collaborative model without the use of conventional media tools

 One can also relish on the sandwiches and egg less pastries. Mostly frequented by the hip young crowd, the cafe services can be enjoyed daily 24X7. The services that the cafe provides to make the customers feel comfortable include outdoor seating and take away. Credit cards are also accepted here. With a seating capacity for more than 40 people and CD music being played in the background, the cafe is a perfect place to hang out with friends, family and colleagues.

CCD has large number of outlets, instead of sourcing food from outside, Coffee Day maximize value by putting up its own kitchens. This will ensure quality control and make it easier to introduce changes and create excitement around the menu. 

CHAPTER-2-ABOUT THE COMPANY

A.PROFILE OF THE COMPANYAmalgamated Bean Coffee Trading Company Ltd. (ABCTCL)

Amalgamated Bean Coffee Company Ltd. is the leading coffee trading company in India. It

started its operation in Chickmaglur. It was in the golden soil of Chickmaglur that a traditional

family owned a few acres of coffee estates, which yielded rich coffee beans. Soon Amalgamated

Bean Coffee Trading Company Limited, popularly known as Coffee Day was formed. With a

rich coffee growing tradition since 1875 behind it coupled with the opportunity that arose with

the deregulation of the coffee board in the early nineties. Coffee Day began exporting coffee to

the connoisseurs across USA, Europe & Japan. In the calendar year 2000, Coffee Day exported

more than 27000 tons of coffee valued at US$ 60 m to these countries and, for the second time in

its short career of 7 years retained the position as the largest coffee exporter of India.

Coffee Day has a wide and professional network in the major coffee growing areas of the

country comprising over 50 agents and 50 collecting depots. Coffee Day's two curing works at

Chickmaglur and Hassan cure over 70,000 tons of coffee per annum, the largest in the country.

Coffee Day has a well-equipped roasting unit catering to the specific requirement of the

consumers. The process is carried out under the control of experienced personnel to meet highest

quality standards. The most modern technology available is used to maintain consistency and

roast the coffee beans to the demanding specifications of the discerning coffee consumers.

With its roots in the golden soil of Chickmaglur, the home of some of the best Indian Coffees

and with the vision of a true entrepreneur nurturing it, Coffee Day has its business spanning the

entire value chain of coffee consumption in India. Its different divisions include Coffee Day

Fresh n Ground (which owns 400 Coffee bean and powder retail outlets), Coffee Day Xpress

(which owns 895 Coffee Day Kiosk), Coffee Day Take away (which owns 12000 Vending

Machines), Coffee Day Exports and Coffee Day Perfect (FMCG Packaged Coffee) division.

The different divisions of ABCTCL are:

Café Coffee Day (1996) Coffee Day Exports (1991)

Coffee Day Fresh & Ground (1996) Coffee Day Vending (2002) Coffee Day Perfect (2003) Coffee Day Xpress (2003)

Café Coffee Day:

Café Coffee Day currently owns and operates over 400+ cafes in all major cities in India. It is a

part of India's largest coffee conglomerate named Coffee Day, Rs. 200 crores ISO 9002 certified

company. Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes. Coffee

Day has a wide and professional network in the major coffee growing areas of the country

comprising over 50 agents and 50 collecting depots. Coffee Day has a well-equipped roasting

unit catering to the specific requirement of the consumers. The most modern technology

available is used to maintain consistency and roast the coffee beans to the demanding

specifications of the discerning coffee consumers.

Coffee Day Exports:

Since 1999 Coffee Day Exports has been recognized as India’s largest coffee exporters, and

currently export 30,000 tons of green coffee per annum, accounting for 15% of India’s coffee

exports. Coffee Day Export’s regular customers include large roaster, Food & Beverage MNC’s

and café chains in US, South America, Japan, Europe and Middle East. Since 1999 Coffee Day

Exports has been recognized as India’s largest coffee exporters, and currently export 30,000 tons

of green coffee per annum, accounting for 15% of India’s coffee exports. Coffee Day Export’s

regular customers include large roaster, Food & Beverage MNC’s and café chains in US, South

America, Japan, Europe and Middle East.

Coffee Day Xpress:

Coffee Day Xpress is a division of Amalgamated Bean Coffee Trading Company. It is a type of

Kiosk where people can stay for a while, get some fresh and hygienic food and enjoy some time.

One can start his day by taking refresh food from Coffee Day Xpress. It is a great concept of

ready to eat food. We are providing light and healthy food in all the outlets. We have outlets not

only in public place in fact also in Corporate, Railway Station, Metro, Hospital and Institute.

Amalgamated Bean Coffee Trading Company Limited – or ABC, as it is better known – is a

fully integrated coffee company with a rich heritage that stretches over a century. Its endeavors

find expression from coffee plantations to innovative retail concepts and even exports. To ensure

that it remains a dominant force in the coffee sector; ABC has invested extensively in Research

& Development to ensure quality coffee blends.

We have the entire range of coffee like Cappuccino, Latte, Espresso, Mocha

and a host of beverages, including teas, shakes and even hot chocolate.

To round off the experience, you could also tuck into a variety of snacks (like sandwiches,

submarines, burgers, puffs, samosas, wraps and pastries).

Coffee Day Fresh & Ground:

Fresh 'n Ground has a chain of over 380 exclusive outlets in the States of Karnataka, Tamil

Nadu, Andhra Pradesh and Kerala. Presently Fresh 'n Ground has over 22 exquisite blends of

coffee on offer across all Fresh 'n Ground outlets, and is one of the fastest growing filter coffee

brands in India. These outlets have been converted into one stop shop for tea and coffee

beverage, varieties of coffee and tea powder, specialty coffee, accessories like coffee filters,

mugs, etc. Ambience of these outlets is a delightful experience.

Coffee Day Vending:

The Coffee Day Take Away initiative is a virtual revolution in dispensing coffee. For the first

time, it makes freshness a part of the vending machine proposition. Only the freshest ingredients

are used and strict control is maintained to ensure that every cup delivers the satisfaction of a

freshly brewed cup of coffee. The vending machines also dispense Tea Day tea.

Coffee Day Perfect:

For mass in home consumption section where filter coffee is consumed every day, the filter

coffee is sold in packaged form to the customers.

REVIEW OF LITERATURE OF COMPANY

Coffee Day Xpress has renewed its contract with Cadbury’s PAN India.

FM- Radio tie up- CDX is now tied up with red FM 93.5 in Bangalore wherein all lucky winners will get a CDX gift coupon.

PepsiCo- Coffee Day Xpress now ties up with PepsiCo- PAN India. Coffee Day Xpress outlets will now offer various ranges of lays.

Company’s Internal Newspaper- “Xpress-ing.”

Coffee Day Xpress shows way in Convenience Food Retailing.

NCR market grows rapidly with 100 Coffee Day Xpress Outlets.

New Delhi, March 10, 2006: Coffee Day Xpress, the pioneer and leading retail chain of food and beverage kiosks, has carved out an excellent niche for itself in the quick, hygienic food retailing space, having already installed 100 kiosks in New Delhi/NCR region within a very short period.

“Indian Television.com”

Coffee Day Xpress Expects Operating Profits In Two Years.

Coffee Day Xpress, the one-year old division of the Rs 250 crore coffee conglomerates Amalgamated Bean Coffee Trading Company Ltd (ABCTCL) is expecting to make operating profits in the next two years.

“The Financial Express”

5.1. SWOT ANALYSIS OF THE COMPANY – “COFFEE DAY XPRESS”

STRENGTH

PRODUCTS OF EXTREMELY GOOD QUALITY AND TASTE.

IT’S A YOUTH ORIENTED BRAND, HENCE HUGE POTENTIAL SINCE 40 % POPULATION IS BELOW 20 YEARS OF AGE.

WEAKNESS

WEAK BRAND IMAGE AND LACKS STRENGTH TO MAINTAIN BRAND LOYALTY.

MANY OF THE COFFEE DAY XPRESS OUTLETS ARE INCURRING LOSSES DUE

FRESH COFFEE IS SERVED.

THEY OFFER TAKE AWAY OF FOOD AND BEVERAGES FOR THE PEOPLE WHO ARE ON TH E GO AND CANNOT WAIT LONG.

AFFORDABLE PRICES.

TO WRONG SITE SELECTION.

THERE IS COMPETITION AT THE METRO OUTLETS DUE THE LOCAL KIOSKS OPERATING IN THE PROXIMITY.

OPPORTUNITIES

COFFEE INDUSTRY IS ONE OF

THE FASTEST GROWING

INDUSTRIES IN ASIA.

FEW CAFES OFFER SNACKS

ALONG WITH COFFEE AT SUCH

REASONABLE PRICES.

PLACING WELL TRAINED

OPERATORS AT THE OUTLET

MEANS MORE SALES.

THREATS

LARGE UNORGANIZED MARKET.

ENTRY OF NEW ENTRANTS LIKE

GEORGIA, COSTA COFFEE, ETC.

LOCAL VENDORS OFFERING LOW

PRICED PRODUCTS DUE TO LACK

OF OVERHEADS.

B.HISTORY OF THE COMPANY

Café Coffee Day is one of the India’s largest coffee beans trading Company. It is popularly known as Coffee Day. It is an ISO 9002 certified company with a budget of Rs 750 crore. The main source for coffee comes mainly from 5000 acres of estates which is the second largest in Asia. It is owned by a sister concern and some 11000 growers. It is the leading exporter of coffee and the main customers are from Europe, Japan and United States of America.

The golden roots are from the Chickmaglur which is the home of the Indian coffees.  The expansion of Coffee Day has become very necessary and hence there is a separate department to consider these issues. Coffee Day has its expansion throughout India. There are many divisions such as

Coffee Day express (owns 895 Kiosk) Coffee Day Fresh n Ground (owns 400 Coffee bean) Coffee Day exports and Coffee Day perfect Coffee Day take away Café Coffee Day (CCD)

The first Coffee Day was opened in Brigade road, Bangalore in the year 1996.

Problem Faced During Implementation of Social media marketingThe main responsibility for social media marketing is to expand their business in every region of the country and in a wider scale to the entire world. There is a special team that holds this responsibility of expanding the business and considering about the positioning of the Company in the internet. The main reason for the expansion is to increase the number of customers and increase the visibility of the shop in the internet. The people in the social media marketing are also responsible for sales promotion and the tie-ups.

Responsibility For Entering Into Social Media Marketing:

To enter into social media marketing is not a joke. You will have to face lots of problems and hurdles. You should be in a situation to manage the problem and overcome in a short span. Café Coffee Day has entered into the social media marketing for one main reason; expansion of the Company to many customers. Do you think without any marketing through media you can gather more clients? In today’s world the most efficient marketing is the social media marketing. Thus CCD is not an exception. The marketing people should decide and manage the merchandise category that is displayed and sold at the shops.

They should keep in track of the promotions and sales. The café citizen program is one of the unique customer loyalty tools that helps in creating new customers and maintain the existing customers by rewarding them with some points that they earn and they can be redeemed. These

strategies are quite important for people as they consider these points as a gift to them. Building trust is an important factor for customers

How they Gain Customer Satisfaction:In the modern world, it is not only necessary to provide value to customers but also please them. The pleasing ambience should be created when they enter into the shop. This is provided in the Café Coffee Day. There is also some collection of information such as name, DOB, Anniversary and preferences which would help to improve the shop.

A m a l g a m a t e d   B e a n   C o f f e e   T r a d i n g   C o m p a n y   L i m i t e d (ABCTCL) is an entrepreneurial venture of Chairman, Mr. V.G .   S i d d h a r t h a .   H i s   p a s s i o n   f o r   c o f f e e   c o u p l e d   w i t h   t h e oppor tun i ty  p rov ided  by   the  de regu la t ion  o f  The  Cof fee -Board in 1993 created the perfect timing for the launch of  this company. Their visionary Chairman could foresee the d e m a n d   f o r   I n d i a n   c o f f e e   a b r o a d   a n d   A B C T C L   b e g a n exporting coffee to coffee connoisseurs across USA, Europe& Japan. The "Coffee Day" as brand was born in the year1994. In the year 2000, Coffee Day exported more than 27,000 tones of coffee valued at US$ 60 m and for the second time in a short span of 7 years retained its position as the largest coffee exporter of India. In this short journey of 12years , the company has g rown in to s ix d iv i s ions and has overtaken one milestone after another without looking back .Mr. V. G. Siddhartha has a vision to further expand ABCTCL in the domestic and overseas market.

C.VISION AND MISSION OF THE COMPANY

The new logo of cafe’ Coffee Day, a leading coffee chain in India.  The cafe’ coffee day outlets will give a fresh look with new furniture, cups and cutlery along with the new logo.

Café Coffee day is a division of India’s largest coffee conglomerate, Amalgamated bean Coffee Trading Company Ltd. (ABCTCL) popularly known as Coffee day, a Rs 300 crore ISO 9002 certified company. Coffee day sources coffee from 5000 acres of coffee estates, the 2nd largest .

To be the best Cafe chain by offering a world class coffee experience at affordable prices.

in Asia, that is owned by a sister concern, and from 11,000 small growers. It is one of India’s leading coffee exporters with clients across USA, Europe and Japan.With its roots in the golden soil of Chickmaglur the home of some of the best Indian coffees and with the vision of a true entrepreneur nurturing it, Coffee day has its business spanning the entire value chain of coffee consumption in India. Its different divisions include: Coffee day Fresh n ground (which owns 354 Coffee bean powder retail outlets). Coffee day Xpress (which owns 341 coffee Day Kiosks) Coffee Day Take away (which owns 7000 vending machines) Coffee day exports and coffee day perfect (FMCG Packaged Coffee) divisionThe mission of the company is to be the best café chain in the country by offering a world class coffee experience at affordable process. The brand is targeted at the youth and majority of its customers fall into the 15-29 year age bracket. Depending upon size each café attracts between 500 to 800 customers daily. The company claims that 18% of the customers visit the cafes daily, while another 44% visit weekly.The brand aims to provide a world class coffee experience at an affordable price and had gone in for an image change and revamping of interiors in the last quarter of 2001; The interiors have changed from the largely wood and granite based interiors to more of steel and lots more color . The young colors of today, lime green, yellow, orange and purple predominate. The crockery also sports these colors. This has been done taking into consideration that cafes are no longer the bastion of the intellectual but have become an urban youngster’s favorite hangout.The menu includes a mix of hot coffee, international coffees cold coffee tea, sodas sundaes cakes and a large range of snacks. The company spends two per cent of its revenue on cross promotions with other lifestyle brands and regular events like art exhibitions and live music. This is aimed at popularizing coffee drinking drawing more customers to the cafe’s and to make the café a happening place for regulars. While most of the café are stand alones, the company also has corporate café located on the premises of large office campuses. In this case, subsidized rates are worked out with the administration department of the organization of the organization lieu of rentals. Being a part of large retail stores and food courts in various malls is also part of the strategy for creating a strong retail presence. Current tie ups include Music World (Pune and Chandigarh) Mars Restaurants chain (Mumbai) and BPCL (Delhi, Mumbai, and Bangalore) for shop in shops.The company has also taken the initiative of retailing coffee and tea through vending machines, at locations of convenience to the customer. The coffee day vending machines offer authentic filter coffee and special Assam tea. It has launched a customer loyalty program in its cafe’s across the country. The café citizens program rewards regular customers of CCD, who bill a

minimum amount of Rs 100 on a single visit. The program entitles members to a 10 percent discount on all food and beverage bills a year, from the mouth of membership. Members also receive surprise gifts from India times shopping when they reach a total billing amount of Rs 2,000, Rs 5,000 and Rs 10,000

D.KEY COMPETITORS OF THE COMPANY

If you are talking about Cafe Coffee Day as meeting place then the park bench is their competitor, if you are talking a b o u t   i n   t e r m s   o f   f o o d   a n d   c h a i n   t h e n   M c D o n a l d s   i s   and so are other coffee chains like Barista And Mocha.  In fact they are aiding each other in creating and growing the coffee culture .They are not trying to be some one else. They are not trying to be an upper class coffee shop where you can walk in only if you have certain amount of money in your pocket. These are the upper end coffee shops that have hookahs and the works .They  a re abou t an everyday hang ou t . They a re abou tb e i n g   t h e   t h i r d   m o s t   f r e q u e n t e d   p l a c e   a f t e r   h o m e   a n d workp lace o r co l l ege . So they a re l ike the cof fee cha ins overseas but with about affordable fun. they have a distinct identity; they are about coffee and about hanging out and about nice time spend.

E.ORGANIZATIONAL STRUCTURE

CHAP-3-MARKETING STRATEGIES OF THE COMPANY

A.INTRODUCTION ABOUT THE MARKETING STRATEGIES

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage

The main role of marketing team is:

Brand Management Brand implementation Alliances Event Management Customer Relationship Management Public Relation Merchandising Promotions( Boosting sales Activity)

This team is responsible to introducing new merchandise items. The marketing team is

responsible for the brand positioning and all brand-building activities that result in increased

sales and greater visibility. The marketing team brings new deal which make profit for the

organization. This team is also responsible for the various sales promotion activities and tie-ups.

This team designs and manages the merchandise category, which is displayed and sold at their

cafes. They constantly track loyalty programs and promotions at the cafes to help minimize sales.

This team is responsible for bringing the new deal or tie-up like Delmonte juice, Britannia, Orbit

etc.

B.FOUR Ps OF THE MARKETING

Product:Café Coffee Day product mix constitutes a wide range of products that appeal  primarily to Indian coffee and snack lovers. Products have a decided Indian taste to it – be it food or coffee. Most of the eatables have been adopted to meet the Indian taste buds like samosa, biryani , masala sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with classic coffee .The best selling item in summer is frappe, which is coffee and ice cream blended together. The young people favor it. In winter it is cappuccino. Their merchandising includes funky stuff like t-shirts, caps etc.

Price:Considering that Café Coffee Day knows its major customer lies in the bracket of 15- 29,it has tried to derive a policy whereby it can satisfy all its customers. The price for a cup of coffee ranges from Rs.45 to Rs 80. From the time it first started its operations, there has been only minor changes in the pricing policy of Café Coffee Day. The changes have been more due to the government taxes than any thing else

Place:The strategy CCD has adapted is to place a cafe in every possible location where some business can be generated .This is a prime factor in determining the success of a retail chain. Café Coffee Day looks to cater to their target market with strategically located outlets.

Their outlets are generally located in High Street/ Family Entertainment Centers, gas stations, near Colleges etc.

Promotion:CCD   is  involved in all the areas of serious consumer passion like:Television : Café Coffee Day held a contest around a very popular programme on Zee English called Friends. All the six lead characters are shown often visiting a coffee shop.They have tied up with Channel [V]‘s Get Gorgeous contest.

Tie-ups: Besides that Café Coffee Day also tie up lot of the youth brands. So they have a contest going on with Levis, another one with Scooty , Liril , latest one with Airtel Friends.

Association with movies:CCD can be seen in movies like Khakhee and Mai Hoon NaSales Promotion:Café Coffee Day uses special ‘Café Citizen Card’ for rewarding Café Coffee Day’s customers. It is a loyalty program to gain new customers and retain the existing ones.

Process:The ordering and delivery process in CCD was earlier based on self- service. But now in most its coffee shops the waiter comes and takes away the order and delivers the order on table.

Physical evidence:a)Logo , image, brand: Café Coffee Day has used bright red and green colors in its logo. RED stands forleadership , vitality,passion for coffee. The GREEN stroke harks back the coffee plantations that they own.Café is noticeably larger in the logo to denote that Café Coffee Day pioneered thecafé concept in India way back in 1996.The font looks as though the letters have congealed out of a liquid.

b) Architecture and Decor:Largely wood and granite based interior with  young colours of today,like limegreen, yellow, orange, and purple predominate.

c) Literature:The literature provided by Café Coffee Day is indicative of its youthful image. The menus, posters, pamphlets are all designed to attract young and young at heart

People: People at Café Coffee Day believe that “People are hired for what they know but fired for how they behave”. Motivation and personal skill are laid emphasize upon. Their employees are like friend to the customer but at the same time they know about the international standards of hygiene and cleanliness and personal grooming.

CHAPTER-4-PROCESS OF SERVICE DELIVERY

A.BLUEPRINT OF THE PROCESS

If Order is on Time If order is Delayed

Customer Enters the Cafe

Attendant Readies the Order

Places the Order on the Counter and Pays the Amount

Customer is satisfied Customer is dissatisfied and there is a threat to the company’s image

B.PROBLEMS ENCOUNTERED IN THE PROCESS

1. Staff might be on leave for longer time which could result in less manpower and attendant.

2. The customers might create a chaos by misbehaving in the café.

3. Sometimes the quality served to the customers might be low because of some unavoidable reasons.

4. The service might get delayed due to some reasons.

5. There could be some billing problems due to any technical error in the system.

6. The quantity of eatables ordered sometimes is not available.

C.SUGGESTIONS FOR IMPROVEMENT OF SERVICE DELIVERY

1. With regard to the physical evidence associated with the brand, Café

Coffee Day needs to do a lot of work if they hope to catch up with Barista.

My first recommendation for Café Coffee Day is to clean up the décor at

every outlet, wherever unnecessary advertising is taking place.

2.Café Coffee Day would do better to provide promotional space for its

partners with the use of clever collaborations, and not printed

advertisements and posters everywhere.

3. My second suggestion is that Café Coffee Day looks at its current Most importantly, its current training policies.

4. Customers are not happy with the behavior and service of the staff, and

Café Coffee Day is lagging far behind Barista is this aspect so the managing department should consider this problem seriously.

5.They need to work hard on improving their customer perception of being and expensive brand.

CHAPTER-5-PEOPLE

A.RECRUITEMENT PROCESS

It is the process of differentiating between applicants in order to identify those with a

greater likelihood of success in a job. The role of selection in an organization’s

effectiveness is crucial for at least two reasons; first work performance depends on

individuals and second because of the costs incurred in hiring individuals is enormous for

an organization.

The best way to improve performance is to hire the people who have the competence and

the willingness to work. Arguing from the employee’s viewpoint poor or inappropriate

choice can be demoralizing to the individual concerned and demotivating for the rest of

the workforce. The cost of searching and training individual may range from Rs.

2,50,000.or more. Costs of wrong selection are even greater.

Selection is a long process commencing from the preliminary interview of the applicant

and ending with the contract of employment. The process differs among organizations

and between two different jobs within the same organization. Selection procedure for

senior managers is long-drawn and rigorous but on the other hand for shop floor workers

it is simple and short.

Café Coffee Day is expanding at a phenomenal rate. Thus the need for right people, in the

right place at right time is also increasing. In order to meet the demand for efficient and

effective workforce, Café Coffee Day has adopted the correct recruitment and selection

procedures.

Sources of recruitment:

Café Coffee Day has different sources for recruitment depending on the job profile in

demand.

Recruitment and selection process:

For posts of team members the following rounds take place

1.Psychometric tests, Behavioural Intelligence Test, Logical thinking and Comprehension

Test.

2. Application blank.

3. Personal Interview, Operations Interview, Regional Manager Interview.

For Area Manager:

Recruitment and selection process:

1. Collection & review of curriculum vitae

2. Personal interview with Regional HR Manager

3. Personal interview with GM- HR.

B.TRAINING AND DEVELOPMENT

To ensure consistent employee performance, training and development policies are very

important- even more in service sector organizations. Café Coffee Day has set 12 days

rigorous training procedure at their office in Bangalore for all the assistant managers.

Whereas all the team members undergo a 3 days training at respective head offices in

North or South India.

Employee working hours:

The working hours are split into convenient shifts spread over 8:30 am to 10:30 pm.

Night drops are provided for late evening shifts. 46

Employee code of Conduct:

After substantial efforts Café Coffee Day has been able to convey to their staff (the ones

who serve food) that they are doing a job and are at par socially with many consumers.

Their attitude and communications is kept up to mark.

Along with cleaning the table well, their employees communicate with the consumers on

one to one basis. It is a cultural shift; it is a huge responsibility as, in India you do not

look at the people serving at your table as your peer

Their employees are like friend to the customer but at the same time they know about the

international standards of hygiene and cleanliness and personal grooming.

Promotion Policy:

Café Coffee Day prefers promoting from within, rather than externally.

Performance Appraisal:

Performance management is an integral part of a comprehensive human resource

management strategy. Its objective is to maximize individuals' performance and potential

with a view to attaining organizational goals and enhancing overall effectiveness and

productivity. The immediate superior carries out the performance appraisal at Café

Coffee Day every 6 months.

Employee Turnover & Retention: 47

Café Coffee Day’s current rate of Employee Turnover is about 9%. The reason behind

this is the people between the age group of 19-24 who do not see their job as permanent

means of income. They are not committed towards the organization.

C.MOTIVATION

1Allow the employees to help you devise a system to cut down on ticket times and improve the atmosphere in the dining room, for example. They may be more receptive to new processes if you implement their suggestions.

2Praise the waiters who have "upsold" the most, chefs who added a delectable twist to a menu item or the line cooks that have been particularly helpful. Sometimes public recognition and appreciation during morning meetings or in group emails is enough to thank employees for a job well done and encourage them to continue.

3Hold one-on-one meetings with your employees to discover the ways they'd like you to reward them for excellent performance. A raise will motivate some workers, while other staff members will appreciate small gifts or occasional contests for upselling or positive customer comments.

4Keep the lines of communication open with your employees. If you maintain a respectful but relaxed relationship with everyone from the executive chef to the hostess to the busboys, they'll be motivated to do their best to please you.

5Host regular dinners or outside events where front of the house and back of the house employees can interact and get to know each other better. The effort will result in a more unified, content team

Daily CompetitionsCreate daily competitions for your restaurant employees for a prize or name recognition on a company board. If you operate a seafood restaurant, for example, offer a $50 gift card to whomever sells the most lobster dinners during the dinner shift.

Monthly Sales GoalsMonthly sales goals give restaurant workers a fair chance to win a prize or acknowledgement even if they have a bad night or two. For instance, you could offer a $500 bonus to whomever sells $20,000 worth of food at the end of the month.

AcknowledgementA bulletin board that shows the "Employee of the Month" or some other accomplishment of wait staff acknowledges the accomplishments of workers and motivates employees to make the board.

TrainingThorough training in your restaurant gives the wait staff a sense of purpose. If your restaurant's training method is lackadaisical and does not provide detailed instruction to new or existing

employees, workers are less motivated to complete the job as necessary. Use multiple people to train new wait staff, if possible.

Longevity BonusOffer bonuses and prizes that award longevity at your restaurant. For example, offer cash incentives for employees who stay with the company for six months, one year and every six months after that. This incentive will motivate employees while reducing your turnover rate.

ComplimentsOffer compliments to your restaurant employees when they do a good job or reach a certain sales goal for the night. For example, if your employee keeps her composure while a customer complains about the service and food, compliment her after the situation is finished.

Team BuildingTeam building exercises foster team work and encourage motivation among your restaurant employees. For example, if you take your employees to a rock climbing gym and they have to work together to reach the top, their motivation to help one another will build relationships that hopefully carry over to your restaurant.

Work on the LevelOccasionally perform the same tasks as your servers at the restaurant to show that you are not "above" them or the job. For example, if lemons must be cut in the kitchen, cut some lemons. When your employees see that you work just as hard as they do, they are more likely to stay productive.

MealsOffer to buy breakfast, lunch or dinner for your employees every once in a while. Fed employees are happy employees. If you do this for your servers once a week, it may lift their mood and motivation during their shift.

Break AreaCreate a break area with some games and a place to relax, if possible. Occasionally, employees may have some downtime between tables. If they have an area to unwind, they are more likely to stay motivated when it comes time to wo

CHAPTER-6

PHYSICAL EVIDENCE

CHAPTER-7

REFRENCES

http://en.wikipedia.org/wiki/Caf%C3%A9_Coffee_Day

http://wwhttp://www.4psbusinessandmarketing.com/27082009/storyd.asp?sid=3032&pageno=1w.iipmthinktank.com/functions/marketing/compartive.pdf

http://www.slideshare.net/apurvgourav/cafe-coffee-day-presentation

http://rivals4ever.com/history-of-Cafe-Coffee-Day