Documente Academic
Documente Profesional
Documente Cultură
Authors:
Sachin Bansal
Head- Strategy & Brand Marketing
Professor Manoj Joshi*
Amity Business School, Amity University
,
Lucknow Campus, Uttar Pradesh, India, 226
010
®: +91-522-2330934, (M) +91-
9415017498
E-mail:
INDEX
1.1Growth of t
1.2he Café Ind
ustry in Indi
a
Corporate P
rofile
Marketing Mi
x
2.2 Competi
tion
2.3 SWOT
Analysis
2.4 Compari
son with Baris
ta
Section 3: Co
nclusion
3.1 Business s
trategies sugg
estions to incr
ease market s
hare
INTRODUCTION
Logo
Parent C Café Coffe
ompany e Day (CC
D)
Coffee joints
Sector Fo
od Products
Tagline/ A lot can ha
Slogan ppen over c
offee
U Most reco
gnizable a
nd afforda
ble brand
in India
S People look
e ing to go to
have a coff
g ee and sna
m cks at a
e hangout pla
n ce
t
Tar Youth in the
get middle and h
Gro igher income
up groups
Positioning
favorite coff
In ee shop, for t
di he young an
a' d the young
s at
heart
1.1 Growth of the Café I
ndustry in India
The coffee market in Indi
a has been growing due to
the demand for Ready to
Drink
coffee and has become a p
art of an individual’s daily
consumption basket. Due
to
changing cultures, consu
mers are becoming aware
of domestic and foreign br
ands, which
are boosting the consumpt
ion levels.
The export promotion sch
emes and other subsidies
by the GOI, and increasin
g trend of
eating out coupled with th
e rising share of young po
pulation has driven the ma
rket.
Well-established coffee sh
op chains, such as Cafe C
offee Day (CCD) and Bari
sta,
enhanced their pan-India
presence in the latter part
of the review period. In 2
010, Cafe
Coffee Day and Barista ha
d 970 and 200 stores, resp
ectively, and they aim to c
ontinue
expanding in the next few
years. Meanwhile, several
relatively new players, su
ch as
Costa Coffee, Coffee Bea
n, Gloria Jean’s and Java
Coffee, are trying to estab
lish a
footing in Indian coffee retailing. Both these factors drove on-trade consumption of fresh
coffee beans in 2010, with volumes growing by 12%. On-trade sales have emerged as the
primary sales channel for fresh coffee beans, in the absence of any appreciable off-trade
consumption.
In 2010, the average bill amount at coffee outlet was between rupees 135 and 150. This is
expected to rise to rupees 245 by 2016. With customers paying significant amount for
their coffees, they are also expecting a lot from an outlet. Factors such as menu,
ambience, service and brand name are playing an important role while choosing a coffee
outlet.
Indian Coffee Chains market is quite mature which is evident from the fact that Café
Coffee Day alone maintains more than 1000 Café’s in 141 cities in India. This forms the
main focus of this project.
1.2 COPORATE PROFILE
Café Coffee Day, A division of Amalgamated Bean Coffee Trading Company Ltd.
(ABCTCL), having its headquarters in Chikkamagaluru, Karnataka. It opened its first
cafe in 1996 on Brigade Road in Bangalore, and today has the largest cafe retail chain in
India – with over 1000 Café’s in 141 cities.
“Running café is a hospitality business and one needs to create the right ambiance and
experience and back it up with strong logistics”
Café coffee day is a 750 crores ISO 9002 certified company has over 5000 acres of coffee
states which is second largest in Asia registered as a social service provider to people.
Large numbers of coffee day cafes are 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 World Space and Micro sense to enable its cafes
with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle
Road, Bangalore.
Its different divisions include:
• Coffee Day Fresh n Ground (354 Coffee bean and powder retail outlets)
• Coffee Day Xpress (341 Coffee Day Kiosk)
• Coffee Day Take away (7000 Vending Machines)
• Coffee Day Exports
• Café Coffee Day
• Coffee Day Perfect (FMCG Packaged Coffee) division
OBJECTIVE
The objective is to st
art trading in the ove
rseas markets. Havin
g set up a subsidiary
in
Vienna and a franchi
se operation in Pakis
tan, the café coffee d
ay expects to vend it
s
brand through depart
mental stores.
VISION
“To be the best café
chain in the country
by offering world cl
ass coffee experienc
e at
affordable prices”.
MISSION
• To be ranked no. 1
• among the service
• sector
To provide the best
quality services to
customers at afford
able prices.
CCD is aiming to c
reate its own niche
merchandising like
Indian coffee powd
er,
cookies, coffee mu
gs and curry paste.
PHILOSOPHY
Its philosophy is to p
rovide world class tr
endy lifestyle produ
cts and experience t
o its
customers and in ord
er to execute it, it ha
s opened some new
outlets with the facil
ity of
music lounges, book
cafes etc.
NATURE OF BUS
INESS
Café Coffee Day is a
division of India's la
rgest coffee conglo
merate, Amalgamate
d Bean
Coffee Trading Com
pany Ltd. It was the
first to roll out the c
offee bar concept in
India
with its first Café in
Bangalore. Café Cof
fee Day serves the c
offee its grows on 6
000
acres of its own estat
es and another 2500
acres of managed est
ates and is India onl
y
vertically integrated
coffee company.
First café was opene
d in Bangalore. It ra
nges from hot and c
old coffees giving a
pinch of
international flavour
s.
It has a well-
equipped roasting un
it catering to the spe
cific requirement of
the consumers.
The process is carrie
d out under the contr
ol of experienced pe
rsonnel to meet the h
ighest
quality standards.
Coffee Day Compri
ses of the following
Sub Brands
Coffee Day - Fresh
& Ground
Café Coffee Day
Coffee Day – Vendi
ng
Coffee Day - Xpress
Coffee Day – Export
s
Coffee Day - Perfect
MARKETING MIX
Café Coffee Day has a well
-equipped roasting unit cate
ring to the specific require
ment of
the consumers. The process
is carried out under the cont
rol of experienced personne
l to
meet highest quality standar
ds. The most modern techn
ology available is used to
maintain consistency and ro
ast the coffee beans to the d
emanding specifications of t
he
discerning coffee consumer
s.
Essentially a youth oriented
brand with majority of its c
ustomers falling in the 15- 2
9
year age bracket. Each café,
depending upon its size attr
acts between 400 and 800
customers daily.
USP of the Brand:
Affordable Price
PRODUCT:
Café Coffee Day product m
ix constitutes a wide range
of products like samosa, bir
yani,
masala sandwich, tikka san
dwich etc. The best selling i
tem in summer is frappe, w
hich is
coffee and ice cream blende
d together. The young peopl
e favor it. In winter it is
cappuccino. Their merchan
dising includes funky stuff l
ike t-shirts, caps etc.
Serving Size:
The serving size of a produ
ct is a measure, not only of
quantity, but also of value f
or
money.
PRODUCT SERVIN
G
PRICE:
Considering that Café Coffe
e Day knows its major cust
omer lies in the bracket of 1
5-
29,it has tried to derive a po
licy whereby it can satisfy a
ll its customers. The price f
or a
cup of coffee ranges from R
s.45 to Rs 80. From the tim
e it first started its operation
s,
there has been only minor c
hanges in the pricing policy
of Café Coffee Day. The ch
anges
have been more due to the g
overnment taxes than any th
ing else
PLACE:
The strategy CCD has adapt
ed is to place a cafe in ever
y possible location where s
ome
business can be generated.
This is a prime factor in det
ermining the success of a re
tail
chain. Café Coffee Day looks to cater to their target market with strategically located
outlets. Their outlets are generally located in High Street/ Family Entertainment Centers,
gas stations, near Colleges etc.
PROMOTION:
Café Coffee Day involved in all the areas of serious consumer passion like:
Television: Café Coffee Day held a contest around a very popular programme on Zee
English called Friends. All the six lead characters are shown often visiting a coffee shop.
They have tied up with Channel [V]‘s Get Gorgeous contest.
Tie-ups: Besides that Café Coffee Day also tie up lot of the youth brands. So they have a
contest going on with Levis, another one with Scooty, Liril, latest one with Airtel
Friends.
Association with movies: CCD can be seen in movies like Khakhee and Mai Hoon Na
Sales Promotion: Café Coffee Day uses special ‘Café Citizen Card’ for rewarding Café
Coffee Day’s customers.
It is a loyalty program to gain new customers and retain the existing ones.
PEOPLE
Motivation and personal skill are laid emphasize upon. Their employees are like friend to
the customer but at the same time they know about the international standards of hygiene
and cleanliness and personal grooming.
COMPETITION:
Direct competitors Indirect competitors
Barista – This is the closest comp Eateries like Mc Donald’s and
of CCD in the Indian market. They Haldirams pose competition to cd
target the same class of upwardly as they are likely attraction for
mobile youth and young customers to be drawn to .a
professionals. But barista is always consumer can well understand
viewed as a place to unwind after a why he should spend around rs.45
hard day’s work or an ideal setting on a coffee when he can get a
for some business meetings. burger and a coffee for the same
• Café mocha-this aims at providing price at Mc Donald’s.
level of experience to the customer • Local tea joints and coffee shops
is hard to imitate. Inspired by like café Nescafe – they are
morocco and turkey, mocha offers smaller places but nevertheless
not just coffee but also sheeshas target the same set of consumers
from Egypt and gourmet desserts.
Mocha itself calls a coffee shop for
the soul
Qwicky-based mainly in Bangalore
,q has a strong local hold on south
India
• Also local coffee houses like
Indian coffee house etc are also a
major threat to the company as far
as affordability is concern.
SWOT ANALYSIS:
STRENG WEAKNE
THS SSES
•
Excellent brand na Crowd ma
me and brand nagement
• visibility
Huge young crowd Improper sitting arr
s target group angement.
• Excellent ambien Lacks strength to ma
• ce and service intain brand
loyalty.
Over 1000 outle
• ts and 300,000 Follow the compet
visitors per day
itor strategy
It produces/grows the
coffee it serves
hence reducing the co
st.
THR OPPORT
EATS UNITIES
•
Entry of foreign Introduce cheaper v
players like ersions of
Starbucks coffee
• Dependent on Gov
t commodity Tap the smaller tow
rates ns/cities
• Large unorgan Merc
ized market. handi
sing.
Tie ups with other co
mpanies for
promotion
Competitive SWOT Analysis with Barista
Strength Strength
s s
Taste & Quality of t Strong Brand Image
heir products. Excellent Human Res
Grow their own coff ource
ee beans Ambience and Décor
Projected as an “affo Strong base for expan
rdable” brand. sion and growth
Weaknes Weaknes
s s
Lacks the power and strengt
Average taste and qualit
h expected to y of products
maintain brand loyalty. Perceived as an expensiv
Average rating for their beha
e brand
vior and service. Inconvenient Delivery P
No tie ups with big internatio
rocess
nal brands
Opportuni Opportuni
ties ties
Over 40% of the populationStrong Brand recall
is under the age Presence of large numb
of 20, hence untapped markeer of outlets
t share and Pricing
potential for growth. Large number of untapp
The use of clever collaborati
ed market
ons
(bookstore,etc)
Threats Threats
Coffee substitute
The brand doesn’t project
a clear image to Rise in the cost of coffee
customers about what Cafproducts and
é Coffee Day is all substitute
about. Competition from national
Brand Loyalty is not so and international
ong. products
BUSINESS STRATEGIES SUGGESTIONS T
O INCREASE MARKET SHARE
•
s, but also to the
working executives.
us the most
Price INNOVATION S
was likely solution to this
ne roblem TRATEGIES
he would be nothing but
torsecreasing Changing the menu
at the price but at the every 4 month
serve to prevent food fati
e time the gue
d profitability of the joint
hindra • Introducing monthly
nce should not special and
ot Indian snacks
y • Introduction of table
the service than
udent self service
be affected. oith
• The next possible step rstand the menu.
that the • OPENING
Coffee – bar should the THEIR OUTLET
ke is to mpetit
S
increase its awareness ion IN THE R
among its dEACH OF THE
target audience. This ze
t can achieve CUSTOMERES
by various means of curren Customers
dvertising t can easily access th
and that too keeping ings. e
n mind the Café Coffee
specific categories of LOW Day near their hom
ts es
COS
consumers. For e.g. T and do not
can target have to go a far off
RVIC
the students by sponso E place in ord
ring the er to get a cup a cof
cultural events that ar fee.
e organized THEI • MERGER
in various colleges. RS AND
• Keeping in mind that STO
student AQUSITIONS WI
MER
cannot spend as much STH VARIOUS
as a working
executive does, specia The COMPANIES
l rates can be offee Tie ups wit
introduced for the stu ath different compani
dents. ées
• New varieties of produ ee like Deccan Airline
ct should be iss, Retail Chains.
introduced on an expe • CUSTOME
rimental priced
R RETENTION
basis. at POLICY
• Also to increase the re imum
ach of the rate
consumers more and r
more outlets 0
should be established.
for
• The Coffee – bar can starter
o in for s
competitive analysis t
ases
• Introd
ucing
new
rinks
Café Coffee Day aims at retaining
their customer who visit on
everyday basis or weekly basis.
• PROMOTIONAL
STRATEGIES:-LIKE
HOOKING UP WITH THE
ENTERTAINMENT
INDUSTRY FOR
PROMOTION.FOR EG:-
MUJHSE SHADI KAROGI etc.
Café Coffee day has invested in
promotion through various films
like Mujhse shaadi Karoge,
Mughal-e-azam, Kyun ho gaya na
etc.
• IT GOES FOR PROMOTION
VIA BARTER DEALS.LIKE
WITH ENRIQUE IGLESIAS,
ELTON JOHN CONCERTS
AND WWE.
External analysis of the business
environment whereby the company
waited for the coffee consumer to
be educated and adapted to this
new market.
• Very innovative in their logistic
department.
• They follow a continuous
replenishment policy by
integrating vendor upstream.
• They have a proactive approach.
They introduced table service instead of
self service
DISTRIBUTION STR MARKETING STR
ATEGIES ATEGIES
market needs
Supply chain strateg
y
Decentralized distri
bution strategy
( for expansion plan
s)
• Follow continuous
plenishment
policy by integratin
g vendors
upstream
• Web based order pro
cessing
system
• Online inventory trac
king process
• Extensive research
or identifying
Meeting place for
5 – 29 years
old
• Want their customers
to grow with
them
• Market associations
with youth
oriented brands ( lev
is , TVS ,
Airtel, AOL )
• Affordable
• Well lit and respecta
ble yet
informal
• Societal concept of
marketing
- Employment to
physically challenged
- Concept of quality
PROM COMPE
OTION TITIVE I
NTELLI
STRAT
GENCE
EGY STRATE
GY
• Via b
• arter
• deals Discover
In- unexplor
films ed mark
et
prom
otion segment
deals • Hygie
Low c nic eatin
ost str g place
ategy • Openi
ng 100%
veg outl
et
• Wi-fi
– service
• afford
able pric
e tag ima
ge
CUSTOM COST CU
ER RELA TTING S
TIONSHI
TRATEGI
P
STRATE ES
GY
d intimation
Regular (LERA)
cost feedbac • Book-
k café’s
Rewarding
ustomers for
loyalty
Café-
citizen progr
amme
New cust
omer oriente
• Saving tra
Designing of nsportation c
in-house ost
Source • Cost cutti
heir furnitur ng feeling in
e and crocke
ry their
from out
source employees
STRATEGY GAPS:
Limited target audience
-focused segment is the YO
UTH.
Lack of price affordabili
ty due to varied purchasing
power.
Home delivery service i
s unavailable-people stayin
g at far off places cant avail
the service.
• Entering into new produ
cts bringing more competiti
on
SUGGESTIONS:
• Extending the coffee type
• s
• Enriching the menu
• Keeping the menu consta
• nt for long time
Going to parties
• Espresso coffee installati
on menu
Promotion strategy other
than barter deals
Café Coffee Day has done extremely well so far to project itself as an affordable
youth- oriented brand.
• But there are still certain areas where their brand needs to be much stronger.
• With regard to the physical evidence associated with the brand, Café Coffee Day
needs to do a lot of work if they hope to catch up with Barista.
• First recommendation for Café Coffee Day is to clean up the décor at every
outlet, wherever unnecessary advertising is taking place.
• Although it might be an important source of revenue, long-term customer
perception of the brand isn’t very positive.
• Café Coffee Day would do better to provide promotional space for its partners
with the use of clever collaborations, and not printed advertisements and posters
everywhere.
• Second recommendation is that Café Coffee Day looks at its current recruitment,
selection and most importantly, its current training policies.
• Customers are not happy with the behavior and service of the staff, and Café
Coffee Day is lagging far behind Barista is this aspect.
REVIEW OF PROBLEM AREAS
Café Coffee Day has under performed or not lived up to potential in certain areas. The
areas are weaknesses, which need to be improved upon, as that both can eliminate any
disadvantage that may have, and improve customer satisfaction.
Weak brand image:
The Café Coffee Day brand, although clearly a youth- oriented brand, lacks the power
and strength expected to maintain brand loyalty. The brand doesn’t project a clear image
to customers about what Café Coffee Day is all about. This could prove as a deterrent
during future national and international expansion.
Inefficient human resources:
According to the market survey, Café Coffee Day’s staff received only an average rating
for their behavior and service. Café Coffee Day needs to work hard at this aspect,
especially considering they are a service sector organization that is looking at large
expansion.
Ambience & Décor:
The Ambience & Décor of Café Coffee Day outlets received a below- average rating
from respondents of the market survey. A lot of respondents did not like the fact that
Café Coffee Day outlets and literature served as prime space for a lot of advertising and
promotions. They felt as if the café’s had been hijacked just for advertising.
SUGGESTIONS:-
Café Coffee Day has
done extremely well so fa
r to project itself as an aff
ordable
youth- oriented bran
d. But there are still certai
n areas where their brand
needs to
be much stronger.
• With regard to the ph
ysical evidence associate
d with the brand, Café Co
ffee Day
needs to do a lot of w
ork if they hope to catch
up with Barista.
• My first recommendat
ion for Café Coffee Day i
s to clean up the décor at
very
outlet, wherever unn
ecessary advertising is tak
ing place.
• Although it might be
an important source of re
venue, long-term custome
r
perception of the bra
nd isn’t very positive.
• Café Coffee Day wou
ld do better to provide pro
motional space for its part
ners
with the use of clever
collaborations, and not pr
inted advertisements and
posters
everywhere.
• Perception of the bran
d its training policies
Increase promotional
plan like T.V channels, b
oarding radio programs.
Business
channel.
• Small outlets on petrol
pumps and in telecom pla
ces(small merger with tel
ecom
sector like new arrival
s Uninor, DOCOMO)as b
arista done with TATA
• Improve internal mark
eting strategy.
Segment market for p
enetration strategy.
Pricing strategy regar
ding to population factor
as how much people are b
elong to
such market.
• Make more attractive
promotion plan for attract
ive features.