Product Details:

Products Lists
Teas Chocolate Sauce Banana Chocolate Mousse
Hot Coffee Assam Tea Banana Caramel pie
Espresso Masala Chai Chocolate Doughnut
Espresso Americano Lemon ‘n Ice Tea Cookies
Macchiato Kashmiri Qahwah Marble Cake
Cappuccino Apple n Cranberry ice tea Pineapple Getaux
Café Latte Refreshing Alternatives Chocolate Cake
Chococinno Granitas Ice-Creams
Café Mocha Blood Orange Vanilla
Irish Coffee Cool Blue Chocolate
International Coffee Pineapple Crush Seasons Best
Colombian Juan Valdez Emerald Ice Quick Bites
Ethiopian Qahwah Ruby Surprise Samosa
Kenyan Safari Smoothies Puff
Cold Coffee Mango Colada Pizza
Sweet Mint Strawberry Colada Croissant
Cold Sparkle Cremosas French Fries
Brandied Banana Litchi Kathi Roll
Tropical Iceberg Ginger Spice Wraps
Iced Eskimo Pina Colada Biryani
Coffee Add-ons Cool Refreshers Sandwiches
Honey Fruit Juices Burger
Flavoured Syrups Mineral Water Cake
Red Eye Eatables
Whipped Cream Melting Moments
Scoop pf Ice cream Banana n’ Walnut

Logo….

For a brand to stand out and be successful there has to be a personal

commitment from staff at all levels. The target customers must identify
with it. It should be vibrant and have a “life” of its own. Liveliness,
growth, fun and passion depicts our brand, our customers, our staff and
our future – this is embodied in our design and color.

Our LOGO colors embody:

Red Square = Leadership, passion
White Swirl = Purity of purpose, invigorating properties of coffee
Green Stroke = 125 years of coffee growing heritage of this vertically integrated Group

Top 5 World’s Largest Food & Beverage Companies

The global food and beverage industry is now worth over US$ 8 trillion, representing more than
10% of the world’s GDP, according to a report from Plunkett Research. Despite the sluggish
economy and plunging food and beverage prices experienced by some of the major markets over
recent years, the overall global food and beverage industry is still growing at a steady pace, led
by some of the world’s largest food & beverage companies.

Nestle

Nestlé has always been one of the world’s largest food & beverage companies. Now it has over
328,000 employees and more than 2000 brands ranging from global icons to local favourites
presenting in 191 countries around the world.

PepsiCo

Founded in 1965, PepsiCo is one of the largest beverage companies in the US. With over
264,000 employees, PepsiCo has a complementary food and beverage portfolio that includes 22
brands, and each generated more than $1 billion in estimated annual retail sales in 2016.

Coca-Cola

Led by Coca-Cola, one of the world’s most valuable and recognizable brands, Coca-Cola
company’s portfolio features 21 billion-dollar brands. Through its world’s largest beverage
distribution system, Coca-Cola is also the world’s leading provider of both sparkling and still
beverages. More than 1.9 billion servings of beverages made by Coca-Cola are enjoyed by
consumers in more than 200 countries.

Kraft Heinz Company

The Kraft Heinz Co. is one of the world’s largest producer for processed food and beverages.
The company’s leading products include condiments and sauces, cheese and dairy, ambient
meals, frozen and chilled meals, and for infant and nutrition.

Anheuser-Busch InBev

Anheuser-Busch InBev SA is one of the world’s leading beverage companies. Its activities
include manufacturing, marketing and distribution of alcoholic and non-alcoholic drinks.
Anheuser-Busch owns many world’s famous beer brands across the globe, such as Budweiser,
Corona and Stella Artois etc. Must Read: Top 10 Indonesian Palm Oil Companies

Top 5 Indian Largest Food & Beverage Companies

Kissan:

Introduced primarily for British settlers in India, Kissan has been present in India since 1935.
The UB Group, under the Late Mr Vittal Malya then, acquired Kissan from Mitchell Bros in the
year 1950. However, in 1993, Hindustan Unilever Ltd took it over from the UB Group.
Since its launch, innovation has been the main approach. The brand introduced new formats of
food, such as canned fruits and vegetables, baked beans, and the like. Over time, Kissan evolved
to become the first ever fruit and vegetable brand in the country. From there onwards, the
journey has been focussing primarily on real ingredients, fresh vegetables and fruits.

LT Food Ltd:

LT Foods employ around 900 employees in India and abroad. The company’s flagship brand
‘Dawaat’ launched in 1980’s is now recognized as the leading brand in the industry.
The company has a strong nationwide distribution network in the domestic market that sells
products such as branded rice, wheat and pulses, healthy snacks, spices and other value-added
products like brown flex seeds and cashew nuts.
To enhance its market position, the company has always strived to bring new food products like
fast cooking brown rice, and various rice based snacks for its consumers. For backend support,
the company has set up a flour mill in Bhopal with an expandable capacity of 300 tons a month.
It has also set up a re-packaging center (RPC) in Maharastra.
The company has got many recognitions and accolades for its high quality standards developed
in-house. The largest plant of the company situated at Bahalgarh has received ISO 14000
certification by SGS. On the other hand, the company’s Bhopal plant is ISO 22000-2005
certified for ‘Paddy receiving, processing, packing and dispatch of Rice’ by SGS, UK.

REI Agro Limited:

Raindrops basmati rice comes from the house of REI Agro Ltd – world’s largest basmati
processing company. REI Agro Ltd was established in the year 1994 with a vision to consolidate
the fragmented basmati rice industry. Today REI is India’s leading food major and is listed in
Bombay Stock Exchange (BSE), National Stock Exchange (NSE), London Stock Exchange and
Singapore Stock Exchange.
The company commands a sizeable 22 per cent share of world’s basmati market.
It follows an integrated business model and is equipped with the latest technology available
globally. The state-of-the-art facilities and ISO 9001:2000 conforming to quality standards have
resulted in superior quality grain at an excellent value proposition.
The company enjoys investment grade rating from Credit Analysis and Research Ltd (CARE) for
short term debt.
The Company offers a wide range of brands like Raindrops Extra Long Grain (ELG), Raindrops
Gold Supreme, Raindrops Gold Royal, Raindrops Gold Super, Raindrops Supreme, Raindrops
Royal, Raindrops Select, Raindrops Super, Raindrops Popular, Raindrops Daily and Raindrops
Rozana. With wide choice at all the price points, REI Agro has become a household name.

Modern Dairies:

Modern Dairies is prestigious is an ISO:9001, ISO 22000, ISO 14001 (environment

management) and HACCP (food safety), certification to its credit. The company manufactures a
wide range of milk and milk products.
Strategically located at the centre of milk rich belt in Karnal, on the National Highway No 1, just
136 Kms from North Delhi. Abundant milk supply ensures a healthy regular working for the
company.
BRITANNIA

The company was started in the year 1892 in Calcutta (now Kolkata) as a biscuit factory with an
initial investment of just Rs 295 (US$ 4.76). From a humble beginning, Britannia Industries Ltd
is presently one of India’s most popular food industries. The company's offerings are spread
across the spectrum with products ranging from the healthy and economical Tiger biscuits to the
more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost
one-third of India's one billion population and a strong management at the helm, Britannia
continues to dream big on its path of innovation and quality.

Brand value Analysis

Market Overview

The global coffee market was valued at USD 150.11 billion in 2018, and is projected to reach
USD 203.85 million by 2024, registering a CAGR of 5.38%, during the forecast period 2019-24.

The market is driven by multiple factors, few being, increasing demands for certified coffee
products, acceptance of single-serve coffee brew systems by the consumers, and constant
innovation lead by top players in the coffee market. However, changing weather conditions are
impacting the coffee production negatively.

Global and National Brand value of Cafe coffee day:

The Coffee Day management on august 2019 said the brand value of the company stands at 3-4
times of its revenue with potential for Rs 7,000-8,000 crore present value. The group’s coffee
business expects to close the year ending March 2020 with sales of about Rs 2,250 crore,
according to a senior company executive. The business, which includes some exports of the
bean, had revenue of Rs 1,777 crore and Rs 1,814 crore in fiscal.

The company filed an overall valuation estimate on exchanges after founder VG Siddhartha
death. Reacting on the news, shares of the company closed 20 per cent down at Rs 154.05, while
the BSE Sensex settled 289 points, or 0.77 per cent, lower at 37,397.
The market capitalization has reduced to Rs 2,603.68 crore from Rs 3,254.33 crore on June after
Siddhartha's death and the market capitalization of Coffee Day Enterprises stood at Rs 4067.65
crore. Coffee Day's market capitalization was at its peak on September 19, 2018, at Rs 6,678
crore.

It also valued around Rs 400 crore for Way2Wealth and Rs 1,000-1,300 crore to total timber
business, In fiscal 2019, Coffee Day Enterprises reported a consolidated profit of ₹147.2 crore on
a revenue of ₹4,264.4 crore. However, its core cafe business reported a loss of about ₹70 crore.

India’s consumption expenditure as percentage share of the total GDP is 56% which is lower
compared to other developed countries. It is estimated that India’s household consumption
expenditure will increase to US$ 1,921 billion by 2020 and will surpass the household
consumption expenditure of developed economies like Italy, France and the United

Country 2008 2009 2010 2011 2012 2013 2019P 2020P GDP*
United
Kingdom 1,790 1493 1,552 1,665 1,694 1,737 1,726 1,665 69%
United States 10,014 9847 10,202 10,689 11,083 11,484 11,803 13,913 68%
Brazil 974 990 1,278 1,494 1,408 1,406 1,513 2,350 63%
Italy 1,426 1326 1,298 1,402 1,279 1,300 1,277 1,143 63%
Germany 2,071 1957 1,915 2,095 1,978 2,087 2,090 2,108 57%
India 706 781 957 1,073 1,061 1,072 1,165 1,921 57%
Indonesia 309 317 401 462 479 485 530 909 56%
France 1,615 1,514 1,486 1,596 1,490 1,553 1,541 1,470 55%
Thailand 150 146 171 188 202 211 226 339 55%
Malaysia 103 99 118 137 149 160 175 295 51%
China 1,608 1,809 2,079 2,615 3,019 3,447 4,015 10,024 36%

(Total Private Final Consumption Expenditure (US$ billions))

Local market brand value:

Bengaluru Market Overview Bengaluru, the capital city of Karnataka and the largest city in Karnataka
State, is now popularly known as the ‘Silicon Valley of India’. With the offices and development centres
of a number of mega software companies, including IBM, Hewlett-Packard, Texas Instruments, Oracle,
Novell, Accenture and Honeywell, having wholly-owned subsidiaries or joint ventures in Bengaluru, the
city is currently regarded as a high-tech destination. Also, a large number of Indian software companies
have established their headquarters in Bengaluru. During a short span of six to eight years, Bengaluru
has experienced rapid growth and international recognition in the field of IT and software development.

Bengaluru City contributes close to 98% of the IT-ITES exports of Karnataka State, which is estimated at
`1,320 billion during the Financial Year 2011-12, and is estimated to contribute to more than 35% of
national IT-ITES revenues. Bengaluru has over 3,000 IT-ITES companies, and of which over 700 are multi-
national companies. 400 out of Fortune 500 companies have outsourcing operations in Bengaluru. 9 of
top 10 leading IT companies on Forbes Global 2000 list have the headquarters of their India operations
in Bengaluru.

Direct employment under IT-ITES sector is estimated at about 800,000 while indirect employment is
estimated to be 2.5 million. Bengaluru has distinction of housing around 85 chip design companies and
about 361 R&D centers (out of 819 in India). Apart from this, Bengaluru has the second largest
technology cluster in the world after Silicon Valley.

The IT-ITES sector and other services sectors along with the manufacturing sector are driving the
demand. The share of the domestic companies in office occupancy is significantly increasing, particularly
due to the growth of Indian services sector. The IT-ITES sector is the key driver for office space in
Bengaluru. It accounted for 53% in 2010, reduced to 31% in 2013 and further increased to 57.27% by the
end of 2018.

Brand value of Starbucks:

Revenue Percent Change Profit($M) Profit Percent Change Assets($M)

10.40% $4,518.30 56.60% $24,156.40

The highest-ranking company in the report with food and beverage ties was Starbucks. The
Seattle-based company ranked No. 31 with a brand value of $39.3 billion.

Starbucks continues to dominate as world’s most valuable restaurant brand, with brand
value of US$39.3 billion

Starbucks, the ever-popular coffee chain, remains the most valuable restaurant brand after its
brand value increased by 21% since last year to US$39.3 billion, according to the latest report by
Brand Finance, the world’s leading independent brand valuation and strategy consultancy.
Starbucks has continued to expand its business to strengthen its lead in a sector that remains
dominated by large US brands.

The most valuable brands in the ranking have grown considerably faster than those in the bottom
half of the table. The top thirteen restaurant brands with values of US$2.5 billion or more have
achieved an average growth of 36% year on year, compared to only 1% for the remaining twelve
brands.

The most rapidly growing brand in the sector is Taco Bell, its brand value rising by an
impressive 83% to US$3.3 billion. Similarly, franchises Pizza Hut and Dunkin’ each grew by
73%, taking their values to US$5.4 billion and US$4.6 billion respectively. Dunkin’s success can
be attributed to their recent rebrand effort, slimming down their traditional brand name. Wendy’s
also saw significant growth, up 47%, resulting in a brand value of US$3.4 billion.

Smaller restaurant groups, such as Buffalo Wild Wings (up 1% to US$901million), Sonic (up 2%
to US$962 million), Chipotle (up 4% to US$2.7 billion) and Olive Garden (up 4% to US$1.5
billion) have struggled to grow substantially against a backdrop of large, high-profile, multi-
location chains, but some of the more modestly-sized groups enjoy high levels of loyalty and
brand strength, such as Costa Coffee, which has the second highest brand strength rating (87.8
out of 100), despite losing 11% in value. Papa John’s (down 19% to US$790 million) and Jack in
the Box (down 21% to US$734 million) are another two examples of brands that have lost value
since last year

Comparative Cafe Coffee day and Starbucks analysis

Company Leadership CEO Score Employees Revenue

Café Coffee Day CEO --- 19943 $68.9M
Starbucks CEO 75/100 291000+ $26.5B

AGGRESSIVE AND BOLD APPROACH

 Starbucks has tied up with Tata, which means great connections since they have
deeper reach which will help them to open stores quickly. Tata is a major coffee
producer, so no need to import coffee.

 Starbucks is known for the brilliant service offered. Opened its first store in
Mumbai – upscale location in old gothic building. Indianized the outlet, creating
strong brand value..
  Real estate prices are shooting up but chances are, like Delhi airport invited them,
other offers may follow. Also can open in other Taj Hotels, Westside outlets etc. –
all Tata brands targeting upper-middle class customers.

 Starbucks earned from $2k-$4k USD per day, while CCD’s best stores earned
only $2k USD.

The median age of the Indian population is 27 compared to 37.6 in the US and 36.7 in
China and so these markets are very different. Even though the disposable income that people
below 25 years have is less, due to the changing dynamics of the population and economy, the
level of disposable income will increase. If CCD doesn’t focus on this segment now, Starbucks
will overtake it. (Source: Worldwide; CIA). CCD should aggressively start promoting their brand
before Starbucks increases its market share. Also demand for better service has increased with
growing middle class consumers. Also, initially when Boeing was the only dominant player in
the aircraft manufacturing sector and Airbus entered the market, Boeing did not pay heed to its
competitor Airbus. But today, Airbus enjoys an almost equal market share. With this in
backdrop, CCD should opt for an aggressive approach.

WHAT THEY SHOULD DO

Upgrade: CCD should upgrade their existing stores and strive to improve their service levels to
take on Starbucks.

Differentiate: CCD should seek to differentiate itself from Starbucks and focus on its two main
positioning elements i.e. youth and affordability.

Focus on 27+ Consumers: Develop products for this segment and provide higher level of
services to make their experience memorable.

Starbucks Organization Structure:

 CIO Executive VP and
Senior VP, G
Digital Manager of
Manager
Venture

Marketing

CFO and
Senior VP, Finance
Administration

Coffee and Global

Supply chain operation Procurement,
Senior VP
CEO
Partner Resource
Human Resource
HR

Development And
Greater China

International
Global Development
Development

Support
International President
Development