Presented by Group 2:• Abhitej Tripurari• Girish P.• Pushpanjali Kumari• Santosh H.R• Neha Awasthi• Vivek Surana
CAFÉ COFFEE DAY
“a lot can happen…
..over coffee”
FLASHBACK
Café Coffee Day is a division ofAmalgamated Bean CoffeeTrading Company Limited,popularly known asCoffee Day, .. A Rs. 750 crore ISO 9002 certified company.
KEY FEATURES
Pioneered café concept in India in 1996. Has 840 cafés in 125 cities around the country. A youth oriented brand(with majority customers falling in 14-30 year age bracket). Has cafés in various countries.
COFFEE DAY & ITS SUB BRANDS
Café Coffee Day Coffee Day- Xpress Coffee Day- Exports Coffee Day- Vending Coffee Day- Fresh & Ground
CAFÉ FORMATS
1. Music Cafes2. Book Cafes3. Highway Cafes4. Lounge Cafes5. Garden Cafes6. Cyber Cafes
..they plan to open sports cafe., singles café, fashion café…..
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 MIX
Product Lines
• Teas • Chocó-Lattes• Frosteas• Fruiteazers• Quenchers• Small Eats• Sundaes• Sweet Eats • Big Eats• Merchandises•Coffees(Hot & Cold)
CREATIVITY FACTOR
Description of the products is given in a very innovative manner. Devil’s Own: Get wicked with this café frappe loaded with chocolate and whipped cream. Ah, so sinful, your mother would warn you against it. Cold Chocó-latte: Smooth, creamy & cool chocolate milk shake, goes down well anytime. Unlike your jokes.
DIFFERENTIATION
Here products are differentiated through ingredients.For instance:- coffee add-ons - Flavored syrups (Hazelnut, Caramel, Toffee Nut) - Chocolate sauce - Scoop of ice-cream - Whipped cream
POSITIONING
Positioning is that.. “ ONE THING”..
for which the company is known for. ONE specific idea that first comes into the mind about the product.
PACKAGING
All packed products are:-• Informative (ingredients, M.R.P., manufacturing & expiry date, nutrition information, storage pattern)• Attractive ( eye catching & appropriate)
PACKAGING OF THE CAFE
Its all about the place - the experience The café 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:- Café Coffee Day outlets are company owned & company operated.
PROMOTIONS
They 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 EXTENSION
Café 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 newsletter- Café Beat
PRODUCT LIFE CYCLE
Growth stage
Their aim is to open at least2000 outlets in India by 2010.
CONSUMER SURVEY
COMPLAINTS:
---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 INITIATIVES
EMPLOYEE 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 MENUBEVERAGES COLD BEVERAGES, TEA VARIETIES,
SHAKES/ JUICES AND ICECREAMS)
FUSION FOODS HUNGER MOOD, INDULGENCE, LIGHT
BITE, LOW CALORIE MOOD)
THANK YOU
