The document provides an analysis report on the Indian Coffee House chain. It discusses the history, segmentation, targeting, positioning, 7Ps, competitors, gaps in service, and recommendations based on a survey conducted. Some key points are: 1) Indian Coffee House was established in the 1940s and now has 50 locations across Kerala run as cooperatives. 2) Their target customer segments include students, professionals, and government employees. 3) Based on the survey, customers value the affordable prices but feel service could be improved. 4) Recommendations include improving cleanliness, adding music, and taking customer feedback.

1. 2011
Indian Coffee House
Analysis Report
About Indian Coffee House, Its history, STP, Blueprint, 7 P’s, Competitors
and a small survey conducted by us to find out various Gaps in ICH
service model. This report also contains few recommendations that we
thought would be helpful to improve the services at ICH
Ajay, Amit, Priyanka, Robin, Shweta
Chitkara University, Baddi
11/13/2011

2. ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine
can substitute which is possible while working in real situations. Application of
theoretical knowledge to practical situations is the bonanzas of this survey.
Without a proper combination of inspection and perspiration, it’s not easy to
achieve anything. There is always a sense of gratitude, which we express to
others for the help and the needy services they render during the different
phases of our lives. I too would like to do it as I really wish to express my
gratitude toward all those who have been helpful to me directly or indirectly
during the development of this project.
First of all I wish to express my profound gratitude and sincere thanks to my
esteemed I would like to thank my professor Mr. Anoop R Ohri who was
always there to help and guide us when we needed help.
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3. Table of content
S. no. Title Page No
1 History 4
2 STP 6
3 7Ps 8
4 Blueprint 10
5 Analysis of 11
Questionnaire
6 Bibliography 17
7 Annexure 18
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4. Indian Coffee House
History
The ‘India Coffee House’ started by the COFFEE BOARD in early
1940s, during the British rule. In the mid 1950's the Board closed
down several Coffee Houses in different cities throughout India. At
that time the Board took decision to dismiss the employees. A large
number of employees lost their jobs. That was a turning point, the
well known great communist leader com. A.K.G ( Ayillyath Kuttiari
Gopalan Nambiar ) took over the leadership of the said employees
and organized Societies all over India in different states. That is
“INDIA COFFEE BOARD WORKER'S CO-OPERATIVE SOCIETY”.
A lot of dismissed Coffee Board employees were dedicated their life,
money and muscles for the formation of the Society. The first Society
was formed in Bangalore on August 1957. The first new generation
Indian Coffee House opened in Delhi on 27th December 1957. Our
(Trichur) Society Registered in Thrissur on 10th February 1958. The
first Indian Coffee House opened at Thrissur on 8th March 1958. It
was also the forth in the country. The Coffee House was inaugurated
by our beloved Godfather Com. A.K.G.
Our Societies jurisdiction is Thrissur to Thiruvananthapuram. The
Society is established on 1958 and the founder President was Adv.
T.K. Krishnan, and secretary was Mr. N.S. Parameswaran Pillai. 50
Indian Coffee Houses are running across Kerala from Tcr. to Tvm
under the control of India Coffee Board Worker's Co-operative
Society Ltd. No.4227, Thrissur. The Society registered with District
Industries Centre, Thrissur. It is very cheerful to inform that our
Indian Coffee House Page 4

5. branches is functioning in Keral Govt. Secretariat, M.L.A. Hostel,
Legislature Secretariat, Govt. Medical Colleges, Cochin University
Campus, N.T.P.C. and some other Pvt. Medical colleges, and
institutions etc.
The prestige of the Indian Coffee House increased with a lot of
beloved regular customers in all places. As per the blessings of our
valuable customers we are celebrating with honour the Golden
jubilee year (1958 - 2008). Our employees dedicated a good service
to each and every customer. Satisfaction of the Customers is our
destination.
CNBC Awaaz Consumer Awards 2008 names top Indian
consumer brands
The CNBC Awaaz consumer awards 2008 were held at Mumbai ,
felicitating the most preferred consumer brands of India, based on
research by The Nielsen Company.
The awards were based on research conducted by research
organisation, The Nielsen Company, who conducted research across
17 product and service categories across the country in 21 cities, and
84 rural locations. The study covered 10,000 respondents across all
strata of society to arrive at the most preferred brands.
Indian coffee house was the first runner up of CNBC Awaaz
Consumer Award
Most preferred Retail brands
Fast food and beverage chain: Barista, McDonalds, Indian Coffee
House, Café Coffee Day, and Pizza Hut competed for this award. Café
Coffee Day, where a lot can happen over coffee, emerged the winner
of the category.
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6. STP (Segmentation, Targeting and Positioning) :
Past
Segmentation
Food and Beverages
Targeting
Students
Journalist
Bureaucrats
Doctors
Lawyers
Senior Officials
Positioning
Traditional Ambience
Affordable food
Courteous Services
STP (Segmentation, Targeting and Positioning) :
Present
Segmentation
Food and Beverages
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7. Targeting
Students
Journalist
Bureaucrats
Doctors
Lawyers
Senior Officials
Positioning
Traditional Ambience
Affordable food
Courteous Services
Healthy food
Meeting Place
(NOTE : The pointes mentioned in RED are the only new changes in
the STP model of ICH.)
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8. 7Ps Competitor detail
7 Ps ICH Sagar Ratna/ CCD
Sundram
Product • Coffee • South Indian • Coffee
Food
• South • Snacks
Indian Food • North Indian
Food
• Western
Food • Chinese
Price Cheap and Premium Priced Premium
affordable Priced
Place • Near • Malls/ Main • Malls/
colleges and Market of Main
offices city Market of
city
• Owned by • Company
Different owned •
Societies Franchise
s
Promotion Word of mouth Print Media/ Out Outdoor media
door media
People Traditional Style Well dressed and Young staff
and middle aged with good
Middle aged staff
waiters communication
and
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9. presentation
Process Old service style Traditional + Western style
Western
Physical • Ethnic • Modern • Music
Evidence Ambience looks
• Western
• Moderate • Family ambience
cleanliness Dining Hall
• Take
• Traditional away
south Indian
food served
on banana
leaves
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10. Blueprint
This is the recommended Blue Print, when we compare it with the
actual layout of Indian Coffee House we found that they were lacking
in the part of Physical evidence.
They do not Provide:
Menu Cards
Tissues / Napkins without asking
There is no billing folder
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11. Analysis of the questioner (Customer)
1.
Age Group
9% 10% 15-25
19% 24% 25-30
30-40
38% 40-50
50 and above
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12. 2. Since when are you visiting Indian Coffee House?
Loyality
40
30
20
10
0
1+ 5+ 10+ 15+
Loyality 11 19 33 37
3. From where you came to know about Indian Coffee House?
80
60
40
20
0
Friends/
Advert
Family Location
Others
Friends/
Advert Location Others
Family
sources 68 4 20 8
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13. 4. What is your reason to visit ICH?
• Main reason is “Value for Money”
• “Hangout place” to meet old friends and have long
discussions.
5. What should ICH change?
• One thing that the customer would like to change in ICH is
“Service”
6. Has there been any change since the 1st time you have visited
ICH?
100
80
60
no, 93
40
20
0 yes, 7
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14. 7. Few Testimonials
My group best hanging place of graduation days. The best part
of ICH is we used it a lot by sitting there for 4-5 hours and
nobody disturbs us.
I wish to god that if my life goes back to those days only.
The service here was less than great but that didn't matter. The
buzz of people talking, debating, and arguing give this coffee
house its ambience. The prices are cheap, the food is average
but the experience is unique.
It’s a coffee shop that also offers some snacks. Food is ok.
Ambiance and service is not up to the mark.
If a place can still give you solid good food, serve it efficiently
and not charge you the moon for it in today's times, the place
deserves a lifetime achievement award.
I have been going here since the last 15 yrs and my last visit
was after a gap of 2 yrs. To my pleasant surprise their food and
service is as usual and the prices are as reasonable as before.
More than 2 decades I am a customer of INDIA COFFEE HOUSE.
Anyway it’s a medium class restaurant we can taste the best,
hot and natural tea and coffee and also known for the crispy
hot cutlets.
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15. GAP Analysis
Gap 1 (not knowing what customers expect)
• No interaction between customer and manager of
restaurant
• No provision of feedback from customer visiting ICH
• No customer relationship management
Gap 2(not having the right service designs and standards)
• Service at ICH is quick. Serve under very fast
• Uniform of waiters is not clean
• Non- Hygienic way of food serving
Gap3(not delivering to service standards)
• No proper training for employees
• Failure to match demand and supply during peak hours
Gap 4(not matching performance to promises)
• Affordable with good service so manage to keep customer
expectation
• No marketing communication. Only WOM is only source
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16. Recommendations
• Conscious about the cleanness of the uniform : specially in
North India
• Water – Purifier
• Can play music in the restaurant
• Clean and well mentioned washrooms
• Should keep suggestion book
• Take care of hygiene factor
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17. Bibliography
www.indiancoffeehouse.com
www.wikipedia.org
"More than just coffee 'n snacks". Metro Plus Kochi. The Hindu. 23 September
2002. Retrieved 13 May 2007.
Vibhor Mohan (27 September 2006). "Crisis in a coffee cup". The Tribune.
Retrieved 13 May 2007.
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18. Annexure
1. Name : ______________________________________________________________
2. Age : ________________________________________________________________
3. Gender :
a. Male b. Female
4. Since when are you visiting Indian Coffee House : ____________________________
5. From where you came to know about Indian Coffee House :
a. Friends/Family
b. Adverts
c. Location
d. Others _________________________________________________________
6. What is your favourite order at ICH : _______________________________________
7. Rank your reason to visit ICH out of following (5 being the Highest and 1 being the
lowest)
a. Food
b. Service
c. Value for money
d. Atmosphere
e. Cost
8. Would you suggest ICH to your friends
a. Yes b. No
9. Has there been any change since the 1st time you have visited ICH
a. Yes b. No
If Yes, What : ______________________________________________________
___________________________________________________________________________
10. Out of the following what is that 1 thing that ICH should change and why ?
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19. a. Food
b. Service
c. Value for money
d. Atmosphere
e. Cost
___________________________________________________________________________
___________________________________________________________________________
11. Testimonials
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
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