...COMM 401: STRATEGY AND COMPETITON IDIVIDUAL CASE ANALYSIS: CAFÉ COFFEE DAY By: Presented to: John Molson School of Business Tuesday July 29, 2014 Problem statement Although India is traditionally known as a tea-drinking nation, Café Coffee Day (CCD) was able to grow the café culture and become the leading coffee chain in India. However, to keep maturing and be relevant, CCD needs to come up with ways to react to the entry of Starbucks in the market, which is the leading coffee chain company in the world. CCD should decide on how strong and forcefully it should react towards Starbuck’s entry, based on whether there is enough space for both brands to be provided in India’s growing market or not. Café Coffee Day should find ways to promote its brand in such a dynamic environment that is affected by all the various competitive brands and changing lifestyle of consumers. The following paper will analyze the external environment of the coffee market, the internal environment of Café Coffee Day. These will be taken into account when coming up with alternatives and recommendations that will help Café Coffee Day remain growing successfully and have a strong brand image in the market. External Analysis: The coffee industry will be analyzed firstly at the macro level through the PEST analysis, followed by an in depth look at Porter’s five forces and how they play out in this industry, and finally looking at the key success factors in this industry. PEST Analysis ...
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...marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum of 100 customers per day. And failure to do so would result in the Area Manager to...
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...corrective measures which are to deal with the immediate threats that Starbucks will bring and preventive measures which are to address the future threats of Starbucks. We will first look at the corrective measures which CCD should implement to deal with the immediate threat that Starbucks is bringing. As mentioned previously, Starbucks which offers premium coffee to a group of price insensitive customers, is going to threaten CCD's premium coffee business, specifically CCD's lounge and square in the short run. Hence CCD in order to reduce it susceptibility towards the threat of Starbucks to its premium coffee market, CCD should improve its brand equity in its premium coffee market so as to entice and retain its own customer base through improving its services and products offering in their premium coffee market stores and via mass marketing campaigns such as advertisement. CCD previously has advertised its brand through localised marketing initiatives and on site promotions however this lacks the effectiveness that mass marketing would bring. Hence by intensifying its mass marketing efforts to promote CCD's premium coffee products such as CCD's square and lounge, it would make CCD's products more recognizable and memorable for the public which would entice consumers to visit CCD's square and lounge. On the other hand, Starbucks which has a 'no advertising' strategy, can only depend on superior customer service and word-of-mouth to entice customers hence Starbucks would not be...
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...BARISTA VS CAFÉ COFFEE DAY – A COMPARATIVE STUDY THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, NEW DELHI Table of Contents Topic Synopsis Section 1: Introduction - The Coffee Café Industry 1.1 Evolution of Coffee Cafés 1.2 The Coffee Café Industry 1.3 Growth of the Café Industry in India Research Methodology Section 2: Case Study on Barista 2.1 Corporate Profile 2.2 Marketing Mix 2.3 Human Resources Section 3: Case Study on Café Coffee Day 3.1 Corporate Profile 3.2 Marketing Mix 3.3 Human Resources Section 4: Market Survey 4.1 Survey Methodology 4.2 Characteristics of Visit 4.3 Comparative Rating 1 Section 5: Conclusion 5.1 Areas of Excellence 5.2 Areas needing Improvement 5.2 Recommendations & Suggestions Annexure I Primary Questionnaire 1 II Primary Questionnaire 2 Bibliography 2 SYNOPSIS The objective of the thesis is “To compare and study Barista & Café Coffee Day, identify areas of excellence and areas needing improvement; and provide suggestions for such improvement”. The aim of this Thesis is to successfully compare two prominent service sector companies on a common platform, analyze their working and performance, and highlight what they are doing well, while providing suggestions and recommendations for improvement. Barista and Café Coffee Day were chosen because of their identical pattern of functioning and growth. They are the only two major players in the national coffee café industry, and their customers consider both as interchangeable...
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...BRAND PERCEPTION OF CAFÉ COFFEE DAY (CCD) IN REGARD TO CONSUMER TASTES AND PREFERENCES ACKNOWLEDGEMENT In performing my assignment, I had to take the help and guideline of some respected persons, who deserve my greatest gratitude. The completion of this assignment gives me much Pleasure. I would like to show my gratitude to Mr Anish Yousef, Mentor, Q1410 for giving me a good guideline for assignment throughout numerous consultations. I would also like to expand my deepest gratitude to all those who have directly and indirectly guided me in writing this assignment. In addition, a thank you to Varun Sir, who introduced me to the Methodology of work, and whose passion for research methodology has long lasting effect Many people, especially my classmates and team members itself, have made valuable comment suggestions on this proposal which gave me an inspiration to improve my assignment. I thank all the people for their help directly and indirectly to complete my assignment. AMBUJ VERMA DECLARATION I hereby declare that the project entitled “BRAND PERCEPTION OF CAFÉ COFFEE DAY (CCD) IN REGARD TO CONSUMER TASTES AND PREFERENCES” submitted for the CA 2 is my original work and the project has not formed the basis for the award of any degree, associate ship, fellowship or any other similar titles. (AMBUJ VERMA) Place: Date: Table of Contents INTRODUCTION 5 Literature Review 6 THE DEFENDING CHAMPION 7 UPHILL TASK 8 TREND FORECAST 8 TARGETING DIFFERENT...
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...PRODUCT: As the name suggests, their primary product is coffee. Café Coffee Day (CCD) serves many different varieties of coffee. Adapting to the local hot climate, CCD has introduced the Tropical Iceberg, which has become one of their best-‐selling coffees. There are also seasonal favorites such as Frappes in the summer and hot chocolate in the winter. Apart from this, they also have small snacks such as mini pizzas and burgers. They also have region specific food including biryani and sandwiches with Indian spices in the South and samosas in the North. They also have merchandise that caters to the younger generations. This includes caps, funky t-‐shirts, etc. Apart from merchandise, they also sell coffee powder, filters, and machines. Not a brand just to be tied down by just coffee, they also sell tea bags in various flavors. PRICE: As mentioned earlier...
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...Cafe Coffee Day is India's favorite coffee shop, for the young and the young at heart. CCD today has definitely become the largest youth aggregator.”Although demographically, a typical consumer would be male or female between 15-29 years of age, belonging to middle or upper middle class, we call our consumers young or young at heart. We are about juke boxes, good and affordable coffee and food.” Sudipta Sen Gupta, ex-marketing head, CCD. CCD focuses on projecting a feeling of togetherness, friendship, romance or informal office meetings over a cup of coffee and celebration which are critical core values. Accordingly the cafe ambience, the look and feel inside is maintained. Other than the regular stores (SQUARE) CCD has is having the premium formats (LOUNGE) where one can be what s/he is best at being…oneself. Moreover they have coffee day express, coffee day beverages (coffee day wakeup), coffee day fresh n ground and coffee day exports thus catering to every aspect of coffee. With its vision to be the friendly and stylish social hub for the young and the free spirited to get together and converse over a cup of coffee, and complementing this is the fact that half of India having being born after 1983,the company rightly calls itself “India’s largest youth aggregator.” And with their simple yet sensitive objective “A great cup of coffee. From bean, to cup. Every time”, they have hit the right notes. Having zeroed in on the youth and...
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...|[pic] | | | |Amity GlObal BUsiness SCHOOL, hYDERABAD | |[pic] | |Service Marketing Project Report On Café Coffee Day | | | | | |Submitted by :- Nandita Sadani | |Enrollment No. :- A30601909048 | PREFACE Marketing strategies are methods followed by most successful and well known companies to improve their scope in any market. It is a means by which we determine whether one company is better than the other or...
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...CAFÉ COFFEE DAY—EXPANDING HORIZONS: ABSTRACT: * In June 2010, Cafe Coffee Day, the largest organized retail cafe chain in India, was conferred with the title of the Most Admired F&B Retailer of the Year. In July 2010, CCD had a national network of over 950 outlets functioning in every nook and corner of the country. * The cafe chain continued its leadership as an iconic retail brands whose dynamism and popularity won it respect and admiration from both consumers and rivals. After phenomenal success in India and revolutionizing specialty coffee culture, CCD undertook international expansion plans and tried to popularize its specialty coffee worldwide. * With an ambition to rank among the top three cafe chains in the world by 2018, the company nourished plans to establish new cafes across Middle East, Eastern Europe, Eurasia, Egypt and South East Asia. At the same time CCD was also eyeing for foreign acquisitions. * In mid-2010, it acquired a Czech Republic based cafe chain Cafe Emporio as part of its broad acquisition plans. Initially providing a brief analysis of the Indian coffee industry, the case attempts at initiating a debate that whether Cafe Coffee Day should continue to expand its operations globally or not. * Whether the strategies it followed in India could be successful in international markets or it might have to face stiff competition from global coffee chains remain to be seen. Finally, whether it could cope up with the challenges that...
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...INTRODUCTION Café Coffee Day is a chain of coffee shops in India having it's head quarters in Chikkamagaluru, Karnataka. A division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), it is commonly known as Coffee Day or CCD. It opened its first cafe in 1996 on Brigade Road in Bangalore, and today has the largest cafe retail chain in India - with 650 cafes in 110 cities. Headquartered in Bangalore, a majority of its cafes are also located in Bangalore. The cafe chain has had much success riding, and to some extent creating, the cafe culture wave that swept across metropolitan India following strong economic growth resulting in an increase in youth spending power. It has even tied up with WorldSpace and Microsense to enable its cafes with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle Road, Bangalore. CAFÉ COFFEE DAY VALUES- PRISM [pic] PRIDE - I take pride in my work and in my organization. RESPECT - I respect my customers, my subordinates, my peers and my superiors. INTEGRITY - I will show the highest level of integrity towards my work and my company under all circumstances. SELF - DISCIPLINE - I will imbibe and practice self-discipline in all my daily activities. MOTIVATION - I will always be motivated to give the best for my organization, my team and my customers. COMPANY HISTORY Amalgamated Bean Coffee Trading Company Limited (ABCTCL) is an entrepreneurial venture of Chairman...
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...with his usage and habit patterns. The Indian consumer, is therefore very difficult to understand and very difficult to predict. Tea and Coffee are the favourite drink in India especially tea. A quiet cafe revolution is sweeping urban India with the explosion of coffee bars. That is bad news for tea - still the favourite brew for a majority of Indians -which has been losing out to coffee in recent years. India is one of the world's largest exporters of tea and one of its biggest consumers. However, it is coffee drinking which is increasingly becoming a statement of young and upwardly mobile Indians. Moreover, coffee bars, an unheard of concept until a couple of years ago, are suddenly big business. Coffee is slowly but surely substituting tea. There is also rise in the consumption of coffee. The specialty coffee movement has gained much of its momentum through the efforts of companies like Barista, Café Coffee Day and Starbucks. Coffee shops in India were pioneered by Barista coffee house followed by Café Coffee Day and Barista was opened in India in 1999. In India CAFÉ COFFEE DAY and BARISTA are the most popular and well-known cafés. The college crowd rates them as one of the coolest hangouts. These companies sell similar product but their positioning and target audience are very different from each other. These players not only sell coffee and tea but also food and other merchandise items. Despite of serving to different audience, these players compete with themselves. Each...
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...2015-08:16am , dna The coffee cafe segment in India has been through volatile times in the past few years. While Barista changed hands at frequent intervals, another international brand Gloria Jeans decided to shut shop fearing intense competition from new players like Starbucks. The coffee cafe segment in India has been through volatile times in the past few years. While Barista changed hands at frequent intervals, another international brand Gloria Jeans decided to shut shop fearing intense competition from new players like Starbucks. On the flip side, a few other international brands such as Costa Coffee and The Coffee Bean & Tea Leaf have focused on consolidating their presence in the market after announcing aggressive expansion plans. However, one brand that has had a firm footing in the market is the home-grown chain Cafe Coffee Day. It is not only credited with creating a market for coffee cafe business, but also expanded it manifold, thereby creating room for brands like McCafe by McDonald's and Di Bella Coffee to take a serious look at this business in India. V G Siddhartha, chairman of the IPO-bound Coffee Day Enterprises Ltd, in conversation with Ashish K Tiwari, speaks about the coffee cafe retailing industry in India, current market scenario and the brand's journey. Q. Could you give us a sense of the coffee cafe market in the country? A. Coffee as a beverage was prominent primarily in south India. Our per capita consumption of coffee is still about 110 gram...
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...EPGP-04A-003 EPGP-04A-078 EPGP-04A-083 EPGP-04A-105 Café coffee Day and Barista both are very famous among the young stars and working professionals. The objective of this paper is to study and compare Café Coffee Day and Barista and identify their retail strategy. Purpose of this paper is to compare two prominent Retail shop on a common platform and analyze their working and performance. Café Coffee Day and Barista were chosen because of the convenience of research process as they are well known cafeteria in most of the locality. They are the only two major players in the national coffee café industry, and their customers consider both as interchangeable brands. This is why it is important to study how these brands differentiate themselves through different Retail strategy. Café Coffee Day It was in the golden soil of Chikmagalur 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. Coffee Day has a wide and professional network in the major coffee growing areas of the country comprising over 48 agents and 50 collecting depots. Coffee Day has a wellequipped roasting unit catering to the specific...
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...Survey of Coffee Outlets Final Project Report 9/2/2012 Table of Contents Final Project Report 1 Table of Contents 2 Background and Problem Statement 3 Methodology 4 Issues With Questionnaire 5 Questionnaire 5 Analysis 8 Results 9 Conclusion 15 Background and Problem Statement Coffee consumption in India has gradually increased in India over the years .Though it has been traditionally consumed in South India today urban India seems to be keen on greater consumption of coffee. To meet this requirement we see several coffee chains opening up around India. Coffee chains throughout the world position themselves as not just restaurants but places to for the youth to spend time, executives to complete work and in general create a more relaxed atmosphere which is not entirely focused on the food/drinks being consumed. Over the last 15 years India has seen large increase in the number of coffee chains. This can be attributed to the rising affordability among the Indian youth and urban middle class. Thus several players have entered the market and attract customers based on varied brand propositions. Café Coffee Day 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. 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...
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...Introduction Coffee shops are now found everywhere, with such welcoming accommodations it's no surprise that young people have taken to the coffee shops as a second home. Coffee is something they can drink legally, does not impair their judgment, and can be great hangouts. With our changing times, the taste and preference of people also change. Bored of the usual coffee shops around the Metro? Then, Daydream Café is here to offer you a unique and extraordinary experience! With its tagline “Keep you cravings a Daydream Away!” you will surely enjoy a simple coffee with your friends at an affordable price together with an unforgettable experience. With its cute, calm and quiet ambiance, Daydream Café wishes to serve as a venue for relaxation, fun and enlightenment. Daydream Café is not like your ordinary café. It offers delectable and affordable coffee choices, and a relaxed and social environment with the experience of dining as a service. The products will be packed and presented with artistic design and labels appealing to the target market. The packaging is designed to be eco-friendly and to give off a charming and sweet vibe to the customers. Our product will maintain its uniqueness, affordability and quality. Indeed, Daydream café can provide a central gathering place for people of all ages to experience an ageless enjoyment. I. Business Description A. Company Name, Address, Form of Ownership Company Name: KMR Foods Incorporated Address: San Beda College Compound...
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