Cafe coffee day , Industry Profile, recruitment & selection, training ,distrbution channel, Target

1. SALES MANAGEMENT
CAFÉ COFFEE DAY…

2. Company profile
 Café Coffee Day (C.C.D.) is India’s largest coffee conglomerate, the
Amalgamated Bean Coffee Trading Company Limited
(ABCTCL). Popularly known as Coffee Day was formed.
 Its origin lies in the golden soil of Chikmagalur that a traditional
family owned a few acres of coffee estates, which yielded rich
coffee beans.
 V.G.Siddhartha Hegde – Founder & Chairman of Amalgamated
Bean Coffee Trading Co.
 His family owns 10,500 acres of coffee plantation farms in
Karnataka.
 Venu Madhav – Head of Operations at C.C.D.

3. Founder & Chairman
V.G. Siddartha

4. Mission and Vision
• Mission:- “To be the best Cafe chain by
offering a world class coffee experience
at affordable prices.”
• Vision:- “To be the only office for dialogue
over a cup of coffee.”

5. PRODUCTS
 Grows the coffee it serves in its cafes
 Well-equipped roasting unit
 The eatables catered by different vendors
 Ice creams – Cream Bell
 Milk – Amul
 Snacks from local vendors
 Sells merchandise trough its stores
 Enjoys trust for quality, hygiene and consistency of food

6. PRODUCTS

7. SERVICES
 Friendly waiters and services.
 Employees follow international standards of hygiene,
cleanliness and personal grooming.
 Flexible delivery process (Customer can go directly, take
the order placed or order delivered on his table).

8. VALUE ADDED SERVICES
Online Services
The Square
The Lounge
Special ‘Café Citizen Card

9. Competitors

10. Recruitment & Selection
 With the boost in the number of their retail outlets, C.C.D. had to
concentrate on the quality and quantity of their human resource
in order to meet up with the set standards.
 They make sure that the employees all across the country are
well trained and provide consistent services at every outlet.
 Selection procedure for senior managers is long-drawn and
rigorous but on the other hand for shop floor workers it is
simple and short.
 People at C.C.D. believe that “People are hired for what they
know but fired for how they behave”.
 Motivation and personal skill are laid emphasis upon.

11. TRAINING
 Treat customer fairly
 Cultivate Relationship with Customer
 Learn from Recovery Experience
 Track complains

12. Target Audience
 Major chunk of CCD
customers falls within
the age group of 20 to
30 which accounts for
57% of the overall
percentage.
 The group comprises of
mainly college going
students and young
working
professionals.

13. Target Audience
 There is a definite skew
towards singles: 66%
singles, 27% married &
7% others.
7%
27%
66%
Married
Single
others

14. Network of CCD
Café Coffee Day has
Network of 1481 cafes in
200 cities across India…

15. Distribution Channel
 Network strength of over 1450 cafes in 200 cities and towns with average
footfalls of 200 per café per day
 Distribution Strategy:
 Single unit at Chikmagalur with capacity of 70,000 tonnes per annum
 Packaging industry:
 Serving hot coffee 210ml and cold coffee 350ml
 CCD merchandises
 Regional Distribution:
 Targeting expansion in smaller towns
 New café formats in metros –
 Lounge
 Square

17. REFERENCES
http://www.casestudyinc.com/coffee-daybrand-strategy-india
http://www.pr-inside.com/india-food-anddrink-report-q-r2164244.htm
http://en.wikipedia.org/wiki/Marketing
http://www.cafecoffeeday.com/
http://www.barista.co.in/users/index.aspx

18. QUESTIONS

20. Divisions of Coffee Day
Coffee Day - Fresh & Ground
Café Coffee Day
Coffee Day – Vending
Coffee Day - Xpress
Coffee Day – Exports
Coffee Day – Perfect
Café Coffee Day is the part of India’s largest coffee
conglomerate named Coffee Day, Rs.750 crore ISO
9002 certified company.

21. Sales
others
15%
Barista
25%
CCD
60%