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Sapna Agarwal 08-702Vinay Agnani 08-703Vaibhav Alone 08-705Tejashree Bole 08-712Smita Bommera 08-713Pramod Kamble 08-730Nupur Khanna 08-733Sanjukta Mukherjee 08-740Reemis Rodrigues 08-749Neha Vyas 08-757
Café COFFEE DAYCafé COFFEE DAYA lot can happen over a cup of coffeeA lot can happen over a cup of coffee
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INTRODUCTION
• V.G. Siddhartha, chairman of the Bangalore-based
• Amalgamated Bean Company(ABC)
• Rs. 750 crore, ISO 9002 certified company
• Largest retail chain of coffee shop in India
• First café in 1996 at BANGALORE
• 873 cafes in 135 cities
• Each café, depending upon its size attracts between 100 to 300 customers daily.
• Mainly to attract teenagers, business meetings
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•It is a place where customers come to rejuvenate themselves and be themselves.
Therefore, is a relaxed and fun “hangout” for the emerging urban youth.
• The company operates its cafes in various formats, such as music, book, highway,
lounge, garden, and cyber cafes
• Tied-up with world space and micro sense
•By March he wants to expand the chain to 950 cafés.
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Various divisions are:
•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
•Coffee Day Perfect (FMCG Packaged Coffee) division
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S-T-P-D
•Middle class and upper middle class youth•Students, House wives, executives and
youngsters•People who value a great cup of coffee•CCD seeks to target not just the youth but
anyone who is“young at heart”.•Medium Price Band
•873 outlets in 135 cities•Strong and Stable Parentage•Right Locations•Place a cafe in every possible location where
some business can be generated.•To be present in educational institutions and
corporate campuses
•“Third Place" away from the home and college or workplace for the young and the young at heart.
•Coffee Bar
•Fun Place
•Home and Workplace
Café Coffee Day has its main consumer base in
the age group of 15-30 years.
SEGMENTATION TARGETING
POSITIONING DIFFERENTIATION
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Coffee House Chain
KNOWN
UNKNOWN Overlooked Indifferent
Unaccepted Accepted
Café Hillel Café Mocha Café Nero
Illycafé Barista
Coffee Heaven
Coffee World
Java Green
The Coffee Bean &
Tea Leaf
Cupp’s Coffee
Costa Coffee
Mc’Café
Blenz
Dunkin Donuts
India Coffee House
Allann Brothers Starbucks
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Branding Communication
• Through Interactive Media• Held Contest around a Very Popular
Programme- Friends• Tie up lot of youth brands
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VALUE PROPOSITION FOR CCD
• Functional - YES
• Emotional - YES
• Economic - YES
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Image- Identity Model
LABELLABEL
IMAGEIMAGE
PERCEPTIONPERCEPTION
BRAND- CCDBRAND- CCD
IDENTITYIDENTITYPOSITIONINGPOSITIONING
IMAGE -IDENTITY MODEL
IMAGE -IDENTITY MODEL
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POP-POD
CCDCCD
ABCTCL
BRAN
D
PRICE
AD’sPRODUCT MIX
TASTE
AVAILABILITY
POD
POD
POP
POD
POD
POD
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SERVICE BLUEPRINT - CCD
Delivers the order
Data entry
SUPP
ORT
PRO
CESS
CON
TACT
PER
SON
(Bac
k St
age)
(On
Stag
e)
CUST
OM
ERPH
YSIC
ALEV
IDEN
CE
Prepares Food / Drinks
Informs about the order placed
CustomerArrives at
CCD
Customer walks -in
Line of interaction
Line of visibility
Line of internal interaction
CCD exteriors
Views Menu card
Goes to the table
FurnitureCCD interiorsAmbienceInterior design
CCD boy/girlMenu
Places order
SitsChatsWaits
Makes the paymentLeaves
Requests for bill
Greeted by CCD boy/girl
Takes order
Order receivedEats
Receives Food/Drink
Accepts request
Hands over the bill to the customer
Billgenerated
Billing systemProcesses bill
DeliveryTrayFood & drinks
Exit wayCCD exteriors
CCD boy/girl
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SERVICE RECOVERY STRATEGIES
Parameters Yes/no
Treat customer. fairly Yes
Cultivate relationship with customer Yes
Learn from recovery experience Yes
Fail-safe the service Yes
track complains Yes
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Parameters Yes/No
Act quickly Yes
Provide adequate explanation Yes
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DIMENSIONS OF SERVICE QUALITY
• Reliability• Responsiveness• Assurance• Empathy• Tangibles
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• Search Quality
• Experience Quality
• Credence Quality