Caf COFFEE DAY

A lot can happen over a cup of coffee

Sapna Agarwal 08-702 Vinay Agnani 08-703 Vaibhav Alone 08-705 Tejashree Bole 08-712 Smita Bommera 08-713 Pramod Kamble 08-730 Nupur Khanna 08-733 Sanjukta Mukherjee 08-740 Reemis Rodrigues 08-749 Neha Vyas 08-757

INTRODUCTION
V.G. Siddhartha, chairman of the Bangalore-based Amalgamated Bean Company(ABC) Rs. 750 crore, ISO 9002 certified company Largest retail chain of coffee shop in India First caf in 1996 at BANGALORE 873 cafes in 135 cities Each caf, depending upon its size attracts between 100 to 300 customers daily. Mainly to attract teenagers, business meetings

It is a place where customers come to rejuvenate themselves and be themselves. Therefore, is a relaxed and fun hangout for the emerging urban youth.

The company operates its cafes in various formats, such as music, book, highway,
lounge, garden, and cyber cafes Tied-up with world space and micro sense By March he wants to expand the chain to 950 cafs.

Various divisions are: Coffee Day Fresh n Ground (which owns 400 Coffee bean and powder retail outlets) Coffee Day Xpress (which owns 895 Coffee Day Kiosk), Coffee Day Take away (which owns 12000 Vending Machines)

Coffee Day Exports

Coffee Day Perfect (FMCG Packaged Coffee) division

S-T-P-D
SEGMENTATION TARGETING
Middle class and upper middle class youth Students, House wives, executives and Caf Coffee Day has its main consumer base in the age group of 15-30 years. youngsters People who value a great cup of coffee CCD seeks to target not just the youth but anyone who isyoung at heart. Medium Price Band

POSITIONING
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

DIFFERENTIATION
873 outlets in 135 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

Coffee House Chain

KNOWN

UNKNOW N Overlooked
Caf Hillel Caf Mocha

Indifferent Caf Nero

Unaccepte d Accepted Illycaf Barista The Coffee Bean & Tea Leaf

Coffee Heaven

Cupps Coffee
Blenz Allann Brothers

Coffee World Costa Coffee

Java Green

Dunkin Donuts Starbucks

McCaf India Coffee House

Branding Communication
Through Interactive Media Held Contest around a Very Popular Programme- Friends Tie up lot of youth brands

VALUE PROPOSITION FOR CCD

Functional Emotional Economic YES YES YES

Image- Identity Model

BRAND- CCD IDENTITY POSITIONING IMAGE IDENTITY MODEL

LABEL

PERCEPTION

IMAGE

POP-POD

POD

ABCTCL

CCD

SERVICE BLUEPRINT - CCD

PHYSICAL EVIDENCE CCD exteriors CCD interiors Ambience Interior design Furniture Menu CCD boy/girl Delivery CCD boy/girl Tray Food & drinks Exit way CCD exteriors

CUSTOMER

Customer Arrives at CCD

Customer walks -in

Goes to the table

Views Menu card

Places order

Sits Chats Waits

Order received Eats

Requests for bill

Makes the payment Leaves

(On Stage)

Line of interaction
Greeted by CCD boy/girl

Takes order

CONTACT PERSON

Delivers the order

Accepts request

Hands over the bill to the customer

(Back Stage)

Line of visibility
Informs about the order placed Receives Food/Drink Data entry Bill generated

SUPPORT PROCESS

Line of internal interaction

Prepares Food / Drinks Billing system Processes bill

SERVICE RECOVERY STRATEGIES

Parameters Yes/no

Treat customer. fairly

Cultivate relationship with customer Learn from recovery experience Fail-safe the service track complains

Yes
Yes Yes Yes Yes

Parameters Act quickly Provide adequate explanation

Yes/No Yes Yes

DIMENSIONS OF SERVICE QUALITY

Reliability Responsiveness Assurance Empathy Tangibles

Search Quality

Experience Quality
Credence Quality

THANK YOU !!