Retail management – a presentation on café coffee day

ROLL NO: 21347
NAME : CHAHAT RAJ KAPOOR
CLASS: TYBBA

 Type of Company : Private
 Industry : Food & Beverages
 Founded : The first CCD outlet was set up on July
11, 1996, at Brigade Road, Bangalore , Karnataka.
 Founder : V. G. Siddhartha (Chairman)
 Headquarters : Bangalore,India
 Number of locations : 2000+ as of July 2015
 Area served : India, Austria, Czech
 Republic, Dubai, Malaysia & Cairo, Egypt.

 Products : Coffee,Tea, Pastries, Frappucino,
Smoothies, Other beverages & snacks
 Revenue :₹1,150 Crore (as of 2014)
 Owner: Amalgamated Bean CoffeeTrading Company
(ABCTCL) now known as Coffee Day Global Ltd.
 Number of employees : 50,000+
 Website: www.cafecoffeeday.com

Started : A year ago
Timings : 9 am to 11 pm
Type : Gourmet Restaurant
Location : Convenient for
commercial areas, offices &
colleges
Branch Manager : Mr. Shabir

 Major chunk of CCD customers falls within the
age group of 20 to 30 which accounts for
57% of the overall percentage.
 The group comprises of mainly college going
students and young working professionals
AGE
66%
7%
27%
Professionals
Students
others

 Largest retail chain of cafes
 ISO 9002 certified company
 Quality and taste
 Youth oriented brand
 Reduction in cost (Own Production)
 USP of brand - Highly
 affordable brand
OPPORTUNITY
 Fastest growing industries in
Asia.
 Preferred for informal
meetings.
 Gone international
STRENGTHS WEAKNESS
 Weak brand image andlacks
strength to maintain brand
loyalty
 Poor ambience and decor.
(Prime
and
Space - advertising
promotions)
 Wrong site selection –
Losses
SWOT
THREAT
 Competition with established and
International other coffee cafes like
Barista, Starbucks, Costa Coffee,
Coffee Mochas, Gloria Jeans, Coffee
Bean & Tea Leaf and Illy Café.
 Hukka Parlours.
 Largest retail chain of cafes
 ISO 9002 certified company
 Quality and taste
 Youth oriented brand
 Reduction in cost (Own
Production)
 USP of brand - Highly
 affordable brand

 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.
 2000+ outlets in 200 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
 Medium Price Brand
Café Coffee Day has its main
consumer base in the age group of
16-30 years.
TARGETING
POSITIONING DIFFERENTIATION
SEGMENTATION

Direct Competitors:
 Barista
 Cafe Mocha
 Costa Coffee
 Beyond Coffee
 Gloria Jeans
 Minerva Coffee Shop
Indirect Competitors:
 McDonald
 Haldirams
Global Competitors:
 Star Bucks

 PSYCHOLOGY PRICING
– Pricing the product as Rs 69, 79, 59 etc. rather than in the
multiples of ten to give a feel that the product less priced
 LOCATION PRICING: On the basis of outlets, prices have been
positioned
• Café
• Lounge
• Square
 COMBO PRICING
– Clubbing up two or more products on special occasions
 PREMIUMS PRICING
– Adding things like cream, chocolate sauce and positioning as a
premium coffees
 VALUE BASED PRICING
– Providing different variants in terms of prices by altering
the quantity to give a sense of affordability

 Strategically located outlets
 Kiosks(GardenArea) in offices
 Coffee machines in college canteens
 Types of Stores
Café Coffee Day The Lounge The Square

Café Coffee Day Store
Coffee parlors where people can
enjoy the coffee have eatables and
hangout with friends
Café Coffee Day Lounge
Premium café from Café coffee
day target selected group
Café Coffee Day Square
A unique Café where variety of single
origin coffee brews from coffee-
growing countries are available

PRODUCT PORTFOLIO
Food and Beverage Non Food Items B2B
Food Beverage
Deserts Coffee
Coffee Powder
Snacks Tea
Coffee Machine
Cakes Chocolate Shakes
Cups & Mugs
Sundaes Frappe
Bulk/ Corporate
Orders
Catering
Services
Coffee Vending
Machines
Advertising
Space
Heavy Foods
(in Lounges)
Fruit Shakes &
Lemonades
Chocolate and
cookies
Apparel &
Accessories
Gift Cards &
Vouchers
Product Mix Width
Product
Line Length

PHYSICAL EVIDENCE
 Ambience
– Different ambience the look and feel
for different outlets
 Shop Colour
– Violet for Café coffee day shops
– Sea green for Lounge
– Brown for Square

 Started TVC and Print campaign at the end of 2012
 Co Branding in Movie and TV serials
 Sales Promotion Activities
– Combo Deal
– Happy Hours
– Privilege cards
– Redeemable coupons
 Through Interactive Media
 Held Contest around a Very Popular Programme
 Tie up lot of youth brands
PROMOTION

ON THE WALL
The most imposing branding option within a cafe for visual communication
with minimal amount of text

 Contests have been activated through leaflets/contest forms
given out with the menu-card /bill folders
 Drop boxes, which also add to prominent visibility, are used to
collect all entries to the contest
CONTESTS @ CAFES

Tent Cards are the chosen element in the cafes
since they are all about “I am here, you cant
miss me”
ON THE TABLE: STICKERS & TENT CARDS

PEOPLE
 Dressed in a particular uniform
 Soft spoken, friendly behaviour
 Customer Engagement Activities
–Special Offers on Occasions (Birthday,
Valentine day, Friendship day etc.)
– Online Contests
– Happy Hours

PROCESS
 People Processing Services
 Minimum Response Time
 Complaints and feedback
 Assisted by the attendee or the brew master in Lounge and Square
 Self Service Counter for Café Coffee Day outlets in Offices / few Malls.
 Ordering and delivery earlier was self service and now most of the
coffee shops have waiters to take order and deliver at the table

CHARACTERISTICS OF SERVICES
 Intangibility
– Experience
– Taste of Coffee
 Inseparability
– Service provided
 Perishability
– Availability of tables
 Heterogeneity
– Ambience of different outlets

 Easy accessibility
There is a Cafe Coffee Day outlet in every major city in
India and are easily accessible.
 Rural area locations
Customers in the smaller communities also enjoy good
quality coffee and snacks at affordable costs because
the Cafe has set up outlets in the rural areas in India.
 Distributors
The coffee produced on the Cafe’s farms, are
distributed through wholesalers and retailers to
customers who wish to use the coffee at home.
DISTRIBUTION CHANNEL
STRATEGY

1. To improve the interiors and décor.
2. To have more and more tie-ups.
3. Only 50 % or less than 50 % people find Café Coffee
Day quality of service, ambience, pricing and location
to be very good which proves that still Café Coffee
Day need to do lot of homework in order to satisfy its
customers.
4. It should introduce a feedback form system in order
to know
about the customers satisfaction level.

Retail management – a presentation on café coffee day

Retail management – a presentation on café coffee day

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