1. Service Industry Café
Coffee Day
Presented By:- Nandita Sadani - 48

2. Contents
 Corporate Profile  Factors Based on there
priority
 Mission and Vision  Grading of factors as per
 Divisions there importance
 Competitors  Café Coffee Day Rating
 Tangibility Spectrum  Online Sales
 Services Blueprint  H.R. activities
 7Ps of Marketing  Some interesting facts
 Porters Five forces Analysis  Recognitions & Rewards
 SWOT Analysis  Recommendations
 Distribution Strategy  Conclusion
 Sites Referred

3. Corporate 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.

4. Important Events
YEAR EVENTS
Since 1875 Rich coffee – growing tradition started
Early 1990s Opportunity arose with the deregulation of the coffee
board in Coffee Day began exporting coffee to the
connoisseurs across USA, Europe & Japan
1996 C.C.D. was first set-up at Brigade Road in Bangalore
2000 Exported more than 27000 tonnes of coffee valued at
US$ 60 m to countries like U.S.A., Europe & Japan
and, for the second time in its short career of 7 years
retained the position as the largest coffee exporter of
India.

5. YEAR EVENTS
2002 C.C.D. owns & operates 213 cafes in all major
cities of India
2008 C.C.D. expanded to 595 cafes in 100 cities of India,
3 in Vienna, 2 in Karachi & targets to expand till
950 cafes in a year from 2008
2010 Earning revenue of US$45 million, jobs 5000
employees, owns 1016 cafes in 135 cities

6. 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.”

7. 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.

8. Competitors
 Direct Competitors:
Barista
Cafe Mocha
Costa Coffee
Beyond Coffee
Gloria Jeans
Minerva Coffee Shop
 Indirect Competitors:
McDonald
Haldirams
 Global Competitors:
Star Bucks

9. Tangibility Spectrum

10. Services Blueprint

11. 7p’s of Marketing
Product
• Wide range of products appealing to Indian coffee and
snack lovers.
• Indian taste.
• Eatables adopted to Indian taste buds like samosa,
biryani, masala sandwich, tikka sandwich etc. Indian
taste along with classic coffee.
• Merchandising includes funky stuff like t-shirts, caps
etc.
Price
• Major customer -15- 29 yrs, Price ranges - 20 to 200.
Minor changes (majorly - government taxes)

12.  Place
• Strategically located outlets (High Street/ Family Entertainment Centres).
 Promotion
C.C.D. does not look at mass media as a viable area of advertising.
• Television (Zee English called Friends, Channel [V]'s Get Gorgeous).
• Tickets Sales (IPL).
• Movies (Main Hoon Na, Kyun Ho Gaya Na, etc).
• Sales Promotion (Offer coupons, Gifts vouchers, Café Citizen Cards).
• Café Beat- an in-house magazine.
• Tie-up with World Space & Microsense to provide satellite connectivity.
 Process
• Order process - Based on services (Customer read menu and order).
• Flexible delivery process (Customer can go directly, take the order placed
or order delivered on his table).

13.  People
• 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.
 Physical Evidence
• Logo, Colours, Images
1. RED signifies leadership , vitality and passion . The GREEN signifies
coffee growing heritage and the coffee plantations that they own.
WHITE SWIRL signifies purity of purpose, invigorating properties of
growing coffee.
2. Café - larger than the text inside the logo box. Signifies that Café Coffee
Day pioneered the café concept in India way back in 1996. C.C.D.
would like to own the word “café” in the minds of its customers.
• Décor & Architecture
• Literature New Logo
• Dress Code

14. Porters Five Forces
HIGH HIGH
VERY HIGH
LOW
VERY HIGH

15. SWOT Analysis
STRENGTHS WEAKNESS
• Largest retail chain of cafes. • Weak brand image and lacks strength to
• ISO 9002 certified company. maintain brand loyalty.
• Quality and taste. • Poor ambience and decor. (Prime space -
• Youth oriented brand (40 % population < advertising and promotions).
20). • Wrong site selection - Losses.
• Reduction in cost (Own Production).
• USP of brand - Highly affordable brand.
SWOT
OPPORTUNITY THREAT
• Fastest growing industries in Asia. • Competition with established and
• Preferred for informal meetings. International other coffee cafes like Barista,
• Gone international Mochas, Gloria Jeans, Coffee Bean & Tea
Leaf and Illy Café.
• Hukka Parlours.

16. Distribution Process
• Each outlet serves 400 -800 customers daily
depending upon its size & location.

17. Factors based on there
priority
Factors considered while selecting a coffee shop
Quality of Services Items in the menu Pricing Location Ambience
23%
42%
11%
11%
13%

18. Grading of factors as per
there importance
Grading of the factors based on there importance when a customer
goes to a coffee shop
1 - Least Important 2 3 4 5 - Most Important
80
56
52
44 44 44 44
40 40 40
36
28 28 28
24
20 20
16 16 16 16
12 12 12
4 4 4 4 4 4 4 4
0 0 0 0 0 0 0 0
Ambience Quality Pricing Location Brand Advertisements Offers Physical Evidence

19. Café Coffee Day Rating
Rating to Cafe Coffee Day given by customers on the factors listed
below
Ambience Location Quality of Product Pricing Service Offered
52 52
48
44
40
28 28
24 24
20 20
16 16 16 16
12 12
8
4 4 4 4 4 4
0
Not Satisfied Satisfactory Good Very Good Excellent

20. Online Sales
Online Sales by C.C.D. is also one of the
revenue-earning sources. Products are displayed
on its website www.cafecoffeeday.com .
 Customers may pay through VISA or Master
Card or PayPal.

21. H.R. Activities
• 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.
 Recruitment & Selection:
• 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.

22. Some Interesting Facts
1. All-Day Refresher, most selling
product of C.C.D. whose selling
cost is Rs. 100 has a prime cost of
just Rs. 20 & rest all is profit to
C.C.D.
2. C.C.D. does not use sugar as raw
material in any of its preparations
but uses milk cream & Sugar Free
as raw material.
3. Ice-creams & other eatables are
out-sourced from Amul & local
vendors of reputed brands.
4. It is unique in its distribution way
where coffee beans are cultivated
in its farms at Chikmagalur.

23. Recognition & Rewards
 C.C.D. won 8 of 10 awards at India Barista Championship 2009.
The awards are:
1. Platinum Award.
2. Best Espresso.
3. Best Cappuccino – Felix Daniel Mathew, Manager Food &
Beverages, C.C.D., Bengaluru.
4. Most Promising Talent – Adwiti Tarkire (C.C.D., Trainer).
5. Silver Award – Sam Rozario (Asst. Manager, Level
1, C.C.D., Chennai).
6. Bronze Award.
7. Best Signature Beverage.
8. Best Barista Technique – Naveen Kumar CA(Trainee Area Manager).
 Bags the ‘Best Coffee Bar’ title for the 3rd consecutive year.
 Top honours at Coca Cola Golden Spoon Awards 2010.

24. Recommendations
1. To improve the interiors and décor.
2. To have more and more tie-ups.
3. Only 50 % or less than 50 % people find Café
Coffee Day quality of service, ambience, pricing
and location to be very good which proves that
still Café Coffee Day need to do lot of homework
in order to satisfy its customers.
4. It should introduce a feedback form system in
order to know about the customers satisfaction
level.

25. Conclusion
1. C.C.D. is the fastest growing Café in the country.
2. The major competitor undoubtedly Barista.
3. That Café Coffee day is planning to go international.
4. The other major things regarding service marketing is
that customers give top priority to the quality of the
services / products and ambience.
5. It is providing tough competition to its competitors by
satisfying its customers with great café experience.
6. “A lot can happen over coffee” message has touched
the hearts of youngsters who are the largest
consumers of C.C.D.

26. Sites Referred
http://www.casestudyinc.com/coffee-day-
brand-strategy-india
http://www.pr-inside.com/india-food-and-
drink-report-q-r2164244.htm
http://en.wikipedia.org/wiki/Marketing
http://www.cafecoffeeday.com/
http://www.barista.co.in/users/index.aspx

27. QUESTIONS

28. Thank You