2. INTRODUCTION OF THE RETAILER CAFÉ COFFEE DAY is part of India’s largest coffee conglomerate the “AMALGAMATED BEAN COFFEE TRADING COMPANY” Rs 750 crorecompany ISO 9002 approved Top coffee exporter from India Introduced the concept of café in India Largest organized retail cafe chain in the country

3. Type of retailer CCD is a Specialty Store is a one with narrow product line with deep assortment of offerings. As the name suggests it’s a cafe with the tagline “a lot can happen over a cup of coffee.” Apart from coffee, in which it specializes it offers its customers an array of products- mocktails, smoothies, pizzas and desserts.

4. SERVICE LEVEL CCD has positioned itself as a Full service place. Once you enter the store from presenting you the menu card, to helping you choose what to order, suggesting you what top up you would like to have with your beverage, for everything you have assistance at hand.

5. Innovative idea

7. Operating formats 3 premium formats :- Café coffee day square- Flagship outlet Café coffee day lounge – beverage paired with food Café coffee day club- vibrant appeal

8. Highway cafés. Alliance with world space radio.

9. Marketing mix Branding - positioning Largest youth aggregator . Focus on 4 A’s – affordability - accessibility - acceptability - aspirational

12. Product

16. Sandwiches

17. Pastas

18. DessertsU name it….u have it..!

19. In-house branding

22. Price Major consumer bracket – 15 to 29. Price range for Beverages :- A cup of coffee starts from Rs. 40 onwards. Smoothies - Rs. 70 onwards. Eatables :- Big eats including burger , sandwiches - Rs 55 onwards. Small eats like doughnuts , samosa – Rs. 30 onwards

23. Place Generally located in high street / family entertainment centres . Gas stations. Near colleges. Near popular business centres.

24. Location * Coffee Day Fresh 'n' Ground (which owns 450 coffee bean and powder retail outlets).* Coffee Day Square (high level coffee bar. one in bangalore.).* Coffee Day Xpress (which owns 730 Coffee Day kiosks).* Coffee Day Takeaway (which owns 9000 vending machines).* Coffee Day Exports .* Coffee Day Perfect (FMCG Packaged Coffee) division.

25. Promotion Held contest around the popular sitcom “friends”. Tied up with channel V’s Get Gorgeous Tie ups with youth brands like Levis, Scooty , Liril, Airtel Friends Brand placement in movies Khakee, Main hoonna. Café citizen cards

27. FIFA…!!

28. Store atmosphere