STATUTORY WARNING

All figures in this presentation are real and

bears pure resemblance to actual facts. It is
advised to all those who are feeling sleepy to
watch this presentation as..
“ A lot can happen over coffee… “
CAFE COFFEE DAY
‘A lot can happen over coffee…’

PRESENTED by:
Rohit Singh
Ashwin Kumar
Harshal Umrania
 AGENDA
• HISTORY OF COFFEE
• COFFEE INDUSTRY
• ABOUT CAFE COFFEE DAY
• VARIOUS DIVISIONS
• STP
• 4 P’s
• ABOUT BARISTA
• COMPARISON BETWEEN BARISTA AND CCD
• ANALYSIS AND RECOMMENDATION
 HISTORY OF COFFEE
• The coffee beans plantation began in 1000
A.D by Arab Traders.
• They began to boil the beans creating a drink
they called ‘qahwa’.
• Coffee was first known in Europe as Arabian
Wine.
• Coffee is presently the second most traded
commodity in the world.
 Continued….

• The brief timeline for the growth of coffee:

Growth of Coffee Year
First known discovery of coffee berries 850

World’s First Coffee Shop Opens In 1475

Constantinople
The prototype of first espresso machine 1908
was created in France
Emerged as retail coffee café chains 2000’s
 COFFEE INDUSTRY
• India accounts for 4.5% of world coffee
production.
• According to ICO report, world consumption
in 2010 is around 129.1 mn bags.
• The total export earning in fiscal 2010-11 is
Rs.1570 crore.(first half of the current financial year ended at sep)
CONSUMPTION OF COFFEE IN INDIA (2000 – 2009 )

Note:* - provisional expected

Source : Coffee Board
Figures in Metric tones
Exports Of Coffee From India in %

2% 2% Italy
2% 26%
Russian Federation
3% Germany
4% Belgium
Spain
5%
Slovenia
6% 27% Ukraine
Greece
8%
Finland
15%
Japan
Others
 CAFÉ COFFEE DAY
• It was founded in 1996 by capitalist V. G.
Siddhartha.
• It is a division of Amalgamated Bean Coffee
Trading Company Ltd. (ABCTCL)
• It sources coffee from 10500 acres of coffee
estates, the 2nd largest in Asia.
• India’s largest and premier retail chain of
cafes with over 821 cafes and 2500 coffee
powder vending stores.
 Continue….

• Revenue – Rs.840 Cr.

• Growth Rate-7-8% compared to previous year.
• Coffee production capacity – 11650 metric
tonnes.
• Controls 68.5% of coffee shop business in
organised sector.
 MISSION & VISION
STATEMENT
• Mission - “To be the best cafe chain in the country
by offering a world class coffee experience at
affordable prices.”

• Vision - “Operate and grow at the profitable rate

through sound and economic decisions.”
 DIVISIONS OF CCD

• Coffee Day Fresh n Ground which owns 450

Coffee bean and powder retail outlet.
• Coffee Day Xpress which owns 500 Coffee
Day Kiosk.
• Coffee Day Take Away which owns 7000
Vending Machines.
• Coffee Day Exports n Coffee Day Perfect.
 SEGMENTATION
Demographic Psychographic
 Age (15-35)
 Income-middle  Lifestyle- outdoor
 Occupation-working executives,  Personality-ambitious,
students
 Generation-Youth gregarious
 Behavioral occasion-
regular, special
Geographic
 Major Cities, urban sector, IT  Benefits-quality, service
Hub, near malls and Theaters  Brand loyalty-split loyal
 Attitude- youthful

```
 Age wise Percentage Distribution

5%
5%
3% 25%
15-19
20-24
25-29
23% 30-34
35-44
>45

39%

50
44
45
40
35
Percentage

30
25 22
20 18
16
15
10
5
0
Frequently Occasionaly Weekly Monthly

Frequency Of Visits
 TARGETING
M1 M2 M3
• Product Specialization
 Working executives
P1
 Young youths
 Premium customers P2
 Travellers
P3
Product specialization
 POSITIONING
• It positions itself as “Urban Youngster’s
favourite hangout.”
• Tag Line ‘A lot can happen over coffee…’
• It is for those who are young or young at heart.
• Offers its customers a variety of coffee and
coffee product.
4 P’s
 PRODUCT

• Its product mix constitutes Product Serving

a wide range of Coffees. Size
• Serving Size: The average Hot Coffee 210 ml
serving size for Café
Coffee Day’s main product Cold Coffee 350 ml
categories.
Smoothies 350 ml

Granitas 350 ml
 Coffees Refreshing Alternatives Eatables
Hot Coffee Granitas Melting Moments
Espresso Blood Orange Banana n’ Walnut Cake
Espresso Americano Cool Blue Banana Chocolate Mousse
Macchiato Pineapple Crush Banana Caramel pie
Cappuccino Emerald Ice Chocolate Doughnut
Café Latte Ruby Surprise Cookies
Chococinno Pineapple Getaux
Café Mocha Chocolate Cake
International Coffee Cremosas Ice Creams

Colombian Juan Valdez Litchi Vanilla

Ethiopian Qahwah Ginger Spice Chocolate
Kenyan Safari Pina Colada Seasons Best
Devil’s Own Mango Colada Fresh Strawberry
Café Nirvana Strawberry Colada Cassata

Cold Coffee Coffee Add-ons Quick Bites

Sweet Mint Honey and Choc. Sauce Samosa, Puff, Pizza,
Cold Sparkle Flavoured Syrups French Fries
Tropical Iceberg Whipped Cream Sandwiches
Iced Eskimo Scoop pf Ice cream Burger
 PRICE
FOOD ITEMS PRICE
(Exclusive of Tax)
 Hot Coffee Rs.25-50
 Cold Coffee Rs.25-90
 Smoothies Rs.45-60
 Granitas Rs.40-70
 Ice Creams Rs.25-60
 Cakes & Pastries Rs.15-45
 Coffee Add-ons Rs.15-25
 The price range varies from Rs.10 for coffee
beans to Rs.120 for Sundaes Delight.
 PLACE

Café Coffee
Day Outlets

NORTH EAST WEST SOUTH CENTRAL

Ahmedabad-12
New Delhi-55 Kolkata-16 Bangalore-90
Mumbai-71 Gwalior-9
Chandigarh-5 Bbsr-3 Chennai-17
Pune-21 Indore-3
Noida-4 Guwahati-3 Hyderabad-22
Jaipur-7
 PROMOTION
 CCD is exclusive partner for the national hunt for the
most gorgeous female models by Channel V.
 Collaterals
 CCD has opened small outlets in companies like HCL
BPO Services and Convergys India Pvt. Ltd.
COMPARISON
 ABOUT BARISTA

• Barista Coffee established in 2000.

• It exists in 30 cities and operates in over 225 outlets.
• Tag line “where world meets”.
• Sterling InfoTech Group owns 65% share after
purchasing 34.31% from Tata coffee holding.
• It has tie-up with Planet M, Crossword and Taj group
of hotels for setting Espresso corners.
QUALITATIVE ANALYSIS
PARAMETERS CAFÉ COFFEE BARISTA
DAY (out of 5) (out of 5)
Taste & Quality 4 3
Prices 3 4
Staff 3 4
Ambience 4 3
Availability 4 4
Value for Money 3 4
(Comparison on the basis of research made)
QUANTITATIVE ANALYSIS
PARAMETER CCD BARISTA
Year of foundation 1996 2000

Number of outlets 821 225

Number of employees 5000+ 2000+

Revenues 750 Cr 200 Cr.

ANSOFF’S MODEL
 MARKET PENETRATION

• CCD uses special ‘café citizen card’ for

rewarding their customers.
• Increase in no. of outlets from 464 to 505
within six months.
• Promotional campaign like University Fests,
Road shows etc.
 PRODUCT DEVELOPMENT

• CCD launches ‘low calorie menu’ to promote

sugar free.
• CCD launches ‘Square’.
• CCD redesigns its LOUNGE format.
 MARKET DEVELOPMENT

• Introduced the concept of Highway cafes,

Garden cafes and Book cafes.
• Launched cafes in Call Centers.
• Going overseas by launching in Vienna and
more in Austria.
• Collaboration to launch cafes in banks.
 DIVERSIFICATION

• Introduction of Hookah’s.
• Launch of Gaming Zones.
• Can enter into production of cookies and
chocolates.
 SWOT Analysis
STRENGTHS
• Very good Taste of Coffee.
• Value for money proposition.
• Strong youth orientation.
• Excellent Infrastructure.
• Distribution of outlets.
 WEAKNESS
• Lack of proper Advertising.
• Targeting mainly Young people.
• Not able to gain loyalty of customers.
 OPPORTUNITIES
• Huge potential in the international market.
• With the emergence of BPO’s CCD can expect
a good growth rate.
• CCD can come up with the idea of mobile
outlets to increase their presence.
• Massive consumer base with good purchasing
power
 THREATS
• National and International Competitors.
• Divergence of people towards tea.
• “Health concerns as a threat” by health
research reports. 
 RECOMMEDATION
• Being a market leader they should maintain the
position and meet customers demand.
• Improvise over Ambience.
• Introducing sound proof and executive cabins for
working executives.
• Open outlets in IT sectors, institutes and banking
Sector.
• To give customer long-term perception of the brand.
• Better promotional space with the use of clever
collaborations and advertisements.
• Introduce the concept of mobile outlets.