cafe coffee day
DESCRIPTION
MARKETING MIX, SWOT, ETC. OF CCDTRANSCRIPT
INTRODUCTION
“India’s favorite coffee shop, where the young at heart unwind.”
Café Coffee Day is a chain of coffee shops in India having its head quarters in Chikmagalur,
Karnataka. A division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), it is
commonly known as Coffee Day or CCD.
It opened its first cafe in 1996 on Brigade Road in Bangalore, and today has the largest cafe
retail chain in India - with 1481 cafes in 110 cities. Headquartered in Bangalore, a majority of its
cafes are also located in Bangalore.
The cafe chain has had much success riding, and to some extent creating, the cafe culture wave
that swept across metropolitan India following strong economic growth resulting in an increase
in youth spending power.
It has even tied up with World Space and Microsense to enable its cafes with satellite radio and
Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle Road, Bangalore.
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GROWTH OF CAFÉ INDUSTRY IN INDIA
Hot beverages have always been a part of the tradition of India, especially South India. Coffee
took the first seat in South India when the traditional Brahmin classes brought down the
beverage from the ruling British around the 1930s. During the early years the drink was confined
only to traditional rich Brahmin families who served filter coffee in ‘davra- tumbler’. Coffee is
no more confined to the rich Brahmin class now, though the tradition of serving filter coffee in
the ‘davra- tumbler’ continues to this day.
In order to spread the drink, coffee houses emerged at various places in the country, which also
served as the opposite places for lawyers and the educated class to hold discussions ranging from
politics to cinema. It is also believed that many scripts and ideas for films evolved here. One of
the oldest coffee houses in South India is the Raayars mess, Chennai, which serves first class
filter coffee even today. The mess was established in the 1940s and continues the tradition of
coffee but supplements it with Tiffin also. The vintage location of the mess attracts huge crowds
even today early in the mornings, Coffee however was not the only item on the menu. These
places also served food and other drinks to their customers. The drink also became famous and
as a result even five star hotels began cashing in on it. Several hotels all over the country started
opening coffee- shops that catered to high- end customers. This showed the popularization of
coffee cafes, to all sections of society.
The drink has now become more of a concept than merely a drink itself. The last decade
witnesses the growth of numerous coffee pubs in the country. A number of coffee cafe owners
tried to westernize the taste in contrast to the filter coffee.
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Now, large retail chains like Qwikys, Barista, and Cafe Coffee Day have opened up around the
country. The concept of a cafe today is not merely about selling coffee, but about developing a
national brand. Retail cafes now form a multi- crore industry in the country, and have huge
potential for growth locally, and internationally. These cafes form the main focus of this project.
COMPANY HISTORY
Amalgamated Bean Coffee Trading Company Limited (ABCTCL) is an entrepreneurial venture
of Chairman, Mr. V. G. Siddhartha. His passion for coffee coupled with the opportunity provided
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by the deregulation of The Coffee- Board in 1993 created the perfect timing for the launch of this
company. Their visionary Chairman could foresee the demand for Indian coffee abroad and
ABCTCL began exporting coffee to coffee connoisseurs across USA, Europe & Japan.
The "Coffee Day" as brand was born in the year 1994. In the year 2000, Coffee Day exported
more than 27, 000 tonnes of coffee valued at US$ 60 m and for the second time in a short span of
7 years retained its position as the largest coffee exporter of India. In this short journey of 19
years, the company has grown into six divisions and has overtaken one milestone after another
without looking back. Mr. V. G. Siddhartha has a vision to further expand ABCTCL in the
domestic and overseas market.
Key Features:
125 years of coffee growing history
A fully equipped ISO certified roasting plant with a 70000 tonnes per annum capacity at
Hassan
5000 acres of self owned Coffee Plantations
A ready and enviable base of more than 10000 suppliers
Among the top exporters of coffee in India (Coffee Day Exports
COMPANY BACKGROUND
Coffee Day sources coffee from 5000 acres of coffee estates, the 2nd largest in Asia, that is
owned by a sister concern and from 11,000 small growers. It is one of India’s leading coffee
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exporters with clients across USA, Europe & Japan. With its roots in the golden soil of
Chikhmaglur, the home of some of the best Indian Coffees and with the vision of a true
entrepreneur nurturing it, Coffee Day has its business spanning the entire value chain of coffee
consumption in India.
Its different divisions include: Coffee Day Fresh n Ground (which owns 350 Coffee bean and
powder retail outlets), Coffee Day Xpress (which owns 251 Coffee Day Kiosk), Coffee Day
Take away (which owns 7000 Vending Machines), Coffee Day Exports and Coffee Day Perfect
(FMCG Packaged Coffee) division.
Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its first café at
Brigade Road in Bangalore. Till about the late 1990’s coffee drinking in India was restricted to
the intellectual, the South Indian traditionalist and the five star coffee shop visitor. As the pure
(as opposed to instant coffee) coffee café culture in neighboring international markets grew, the
need for a relaxed and fun “hangout” for the emerging urban youth in the country was clearly
seen.
Recognizing the potential that lay ahead on the horizon, Café Coffee Day embarked on a
dynamic journey to become a large organized retail café chain with a distinct brand identity of its
own. From a handful of cafés in six cites in the first 5 years, CCD has become India’s largest and
premier retail chain of cafes with 1481 cafes in 110 cities around the country. Cafe Coffee Day
introduced the café culture in India with its first cafe at Brigade Road in Bangalore in 1996.
There has been no looking back for their company from then till now; in fact they have grown
from strength to strength.
Cafe Coffee day is the regular meeting place for 18 to 35 year olds, both male and female, who
are waited on by friendly and informed staff, and are offered the best made, hot or cold , in an
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invigorating ambience. They provide invigorating ambience and excellent customer service
clubbed with excellent coffee to their customers. Each cafe depending upon its size attracts
between 400 to 800 customers daily.
Coffee Day has a wide and professional network in the major coffee growing areas of the
country comprising over 50 agents and 50 collecting depots. Coffee Day's two curing works at
Chikmagalur and Hassan cure over 70,000 tonnes of coffee per annum, the largest in the country.
Coffee Day has a well-equipped roasting unit catering to the specific requirement of the
consumers. The process is carried out under the control of experienced personnel to meet highest
quality standards. The most modern technology available is used to maintain consistency and
roast the coffee beans to the demanding specifications of the discerning coffee consumers.
The following are ABCTCL 6 divisions:
Exports - India's largest coffee exporters. Currently export over 30000 tonnes of green coffee
per annum, i.e. 15% of India's coffee exports. They have also ventured into specialty coffee
exports.
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Coffee Day Fresh and Ground- Major player in the roast & ground filter coffee segment. It
provides a unique assortment of blends at affordable prices. The coffee is freshly ground in front
of the customer and sold to him.
Cafe Coffee Day - It is a place where customers come and rejuvenate themselves. It is a meeting
place for the young and the young at heart. In the café Hot and Cold coffee as well as
merchandise are sold to the customers.
Coffee Day Vending – To serve the man on the move who though hurry does not have to
compromise on quality of coffee he drinks. Coffee Day has its vending machine placed in vendor
outlets in major cities.
Coffee Day Express – Bridges the need gap between the leisurely cuppa and the bite at the café
and a quick drink at the vending point. In this segment you would notice kiosks strategically
positioned where a customer can not only drink coffee but also grab a quick bite on the move.
Coffee Day 'Perfect'- For mass-in-home consumption section where filter coffee is consumed
every day. The filter coffee is sold in packaged form to the customers.
CAFÉ FORMATS
Café Coffee Day has been experimenting with café formats for quite some time. Backed by the
motivation of providing customers with exciting choices as well as constantly redefining ‘the
café experience’, CCD has ventured into the following formats:
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Music Cafés provide customers with the choice of playing their favourite music tracks on the
Digital Audio Jukeboxes installed at the café! There are around 85 cafes with such jukeboxes. 32
cafes also provide customers with the visual treat of watching their favorite music videos by
means of Video Jukeboxes.
Book Cafés offer the perfect solution to people who think that the coffee experience is
incomplete without browsing through the bestsellers or reading a classic. CCD’s book corners
accentuate the age-old combination of ‘coffee and books’. This exciting concept has been
successfully tested at 15 cafes in 12 cities across India and the numbers are set to grow
exponentially. CCD has tied up with English Book Depot, one of India’s leading book
distributors for placement and rotation of reading materials appealing to Café Coffee Day’s
discerning customers.
Highway cafés presents the traveler en route not only with good coffee and scrumptious snacks
amidst great ambience but also with clean restrooms to get rid of that weariness from the road!
Lounge cafés at Hauz Khas, Delhi and Southern Avenue, Kolkata (Southern Avenue) and
Hyderabad (Jubilee Hills) combines the style and luxury of a lounge with the lively ambience
and comfort of a café. With exquisite interiors, exotic menu and thematic music, CCD Lounge
offers a whole new experience to the connoisseur while assisting the latter through its team of
hostesses who are poise and style incarnate and are looked upon as fashion icons.
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Garden cafés combine the joy of rejuvenating amidst verdant landscapes and pots of coffee.
Cyber cafés combine the urge to surf, & not to mention get connected through the internet while
enjoying perfectly brewed cups of coffees, both domestic as well as International blends! These
are of course just milestones.
CCD is about to launch Sports Café, Fashion Café & Singles Café…
Café Coffee Day comprises of the following Sub Brands
Coffee Day - Fresh & Ground
Cafe Coffee Day
Coffee Day – Vending
Coffee Day – Xpress
Coffee Day – Exports
Coffee Day – Perfect
“Actually, this seems to be the basic need of the human heart in
nearly every great crisis - a good hot cup of coffee.”
Cafe Coffee Day is a part of India's largest coffee company named Coffee Day, ISO 9002
certified company. Coffee Day's most unique aspect is that it grows the coffee it serves in its
cafes. Cafe Coffee Day's vending machines have a special niche in the market compared to
competitors because Cafe Coffee Day machines offer filter coffee unlike the instant coffee
offered by competitors' brands. Growing from a coffee exporter to a coffee parlour, cafe coffee
day has certainly come a long way in
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this segment.
CAFÉ COFFEE DAY VISION, MISSION AND VALUES- PRISM
VISION: “To be the only office for dialogue over a cup of coffee”
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MISSION: “To be the best Cafe chain by offering a world class coffee experience at affordable
prices.”
PRIDE - I take pride in my work and in my organization.
RESPECT - I respect my customers, my subordinates, my peers and my superiors.
INTEGRITY - I will show the highest level of integrity towards my work and my company
under all circumstances.
SELF - DISCIPLINE - I will imbibe and practice self-discipline in all my daily activities.
MOTIVATION - I will always be motivated to give the best for my organization, my team and
my customers.
MARKETING MIX OF CAFÉ COFFEE DAY
PRODUCT:
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Café Coffee Day product mix constitutes a wide range of products that appeal primarily to Indian
coffee and snack lovers. Products have a decided Indian taste to it - be it food or coffee . Most of
the eatables have been adopted to meet the Indian taste buds like samosa, biryani, masala
sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with
classic coffee. The best selling item in summer is frappe, which is coffee and ice cream blended
together. The young people favor it. In winter it is cappuccino. Their merchandising includes
funky stuff like t-shirts, caps etc.
Product Mix:
Coffee & Tea Refreshing alternatives Eatables
Hot Coffees Granitas Melting Moments
EspressoEspresso AmericanoMacchiatoCappuccinoCafé LatteChococinnoCafé MochaIrish Coffee
Blood OrangeCool BluePineapple CrushEmerald IceRuby Surprise
Banana n’ Walnut CakeBanana Chocolate MousseBanana Caramel pieChocolate DoughnutCookiesMarble CakePineapple GetauxChocolate Cake
International Coffees Smoothies Ice-Creams
Colombian Juan ValdezEthiopian QahwahKenyan Safari
Mango ColadaStrawberry Colada
VanillaChocolateSeasons Best
Cold Coffees Cremosas Quick Bites
Sweet MintCold SparkleBrandied BananaTropical IcebergIced Eskimo
LitchiGinger SpicePina Colada
Samosa’sPuffPizzaCroissantFrench Fries
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Kathi RollWrapsBiryaniSandwichesKulchaBurgerPastaMasala Sandwich
Coffee Add-Ons Cool Refreshers
HoneyFlavoured SyrupsRed EyeWhipped CreamScoop pf Ice creamChocolate Sauce
Fruit JuicesMineral Water
Teas
Assam TeaMasala ChaiLemon ‘n Ice TeaKashmiri QahwahApple n Cranberry ice tea
Product Sources:
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Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes. Coffee Day has
a well-equipped roasting unit catering to the specific requirement of the consumers. The process
is carried out under the control of experienced personnel to meet highest quality standards. The
most modern technology available is used to maintain consistency and roast the coffee beans to
the demanding specifications of the discerning coffee consumers. The coffee beans are supplied
to all the cafés from Chikmagalur.
The eatables at Café Coffee Day are catered by different vendors: Example: Ice creams are
catered by Cream Bell & Amul, Milk by Amul and Samosa’s by Patsiers Gallery.
Café Coffee Day also sells merchandise through its stores. 5 per cent of the revenue comes from
sale of merchandise.
Quality standards:
Café Coffee Day has a check on quality all the time and in several aspects. The operational in-
charge will go around checking business, record keeping, and service and check the feedback
forms. The food in-charge will look at the way food is being stored, coffee is being made, what
is the time taken to extract the coffee and so on. Marketing person will go about checking
displays, how the merchandise are displayed
Serving Size:
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The serving size of a product is a measure, not only of quantity, but also of value for money. The
average serving size for Café Coffee Day’s main product categories is detailed in table:
Product Serving Size:
Product Quantity
Hot Coffee 210 ml
Cold Coffee 350 ml
Smoothies 350 ml
Granitas 350 ml
Role of Technology
Technology plays a major role in Café Coffee Day because all the work like billing, stock
maintenance, inventory control, etc is done with the help of computers.
For making the coffee and tea they require machines, which give an edge to the service provider
over local players like the small tea stall or coffee stall.
Merchandising:
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At Café Coffee Day merchandise started more as a sentimental thing than as a revenue stream.
They wanted to reward coffee lovers and they started selling mugs. People wanted to wear
something that reminded them of the cafe so they designed T-shirts and sold thousands of those.
But soon it has become a serious business. 5 per cent of their revenue comes from the
merchandising.
Café Coffee Day sells various young and trendy merchandises through its stores such as:
Caps
T-Shirts
Bags
Mugs
Coffee Filters
Coffee Powders
Coffee Mints
Pens
PRICES
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Considering that Café Coffee Day knows its major customer lies in the bracket of 15- 29, it has
tried to derive a policy whereby it can satisfy all its customers. The price for a cup of coffee
ranges from Rs.17 to Rs.54. From the time it first started its operations, there has been only
minor changes in the pricing policy of Café Coffee Day. The changes have been more due to the
government taxes than anything else. The main USP of Café Coffee Day has been its pricing
structure which is far more affordable than its competitors.
CCD has been able to keep their prices lower than their competitors because with the sudden
spurt of growth in number of outlets, came the benefits of economies of scale. Currently, their
prices are the lowest they have ever been, and they can competitively match their prices against
Barista’s prices. CCD could maintain its profit- maximization policy until it could earn large cost
savings because of the benefits of high volume. The main factors that affect their pricing are
their cost of goods sold. The costs are not as high as compared to competitors because unlike
others it does not import a majority of its products. Considering that CCD is trying to target a
market whose age range is between 15 and 55 years, a pricing policy appealing to this segment is
difficult. Extremely low prices act as a deterrent to some customers who might regard it as an
indicator or quality, while very high prices cannot be afforded by most of the youth. But since
CCD’s current consumer profile is quite young, their prices are mostly inexpensive, and at par
with their competitors.
LOCATION/ PLACE
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This is a prime factor in determining the success of a retail chain. However, Cafe Coffee Day has
adopted a top down approach, wherein they first identify the cities and then decide on precise
locations within its limits .While selecting a city CCD has devoted substantial management time
and effort in zeroing in on the cities where they are now situated. The selection of the cities was
based on the following criteria.
Sizeable population of executives, students and families in SEC A & CCD category.
High disposable income with people looking for new vistas in leisure and lifestyle
oriented concepts.
High level or organized retail activity.
Rapid socio- economic development.
Level of commercial importance (Industrial cities, state capitals etc.)
Number of educational establishments and opportunities available for employment.
The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore,
Karnataka. Following this, CCD opened over 1000 cafés throughout the nation by 2011. As of
July 2013, there are 1481 outlets across 28 states of India. Cafe Coffee Day has also started its
outlets in international cities like Karachi, Vienna, Dubai and Prague.
Café Coffee day, in June 2010, acquired Café Emporio, a café chain from the Czech Republic.
Cafe Emporio has 11 cafés in Czech Republic. While 7 of them are in Prague, 1 is in Brno and
Olomouc and 2 are at Freeport-Hate. Café Emporio runs on 2 formats similar to CCD’s regular
cafés and Lounge & Square set ups.
Café Coffee Day looks to cater to their target market with strategically located outlets. Their
outlets are generally located in High Street/ Family Entertainment Centers. Considering their
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generic appeal, there are CCD outlets located in and around Malls, Cinemas, Colleges, Offices,
etc. This endorses their brand image of a café that appeals to coffee lovers of all ages.
Distribution of outlets:
Every Café Coffee Day outlet is a part of India’s largest coffee conglomerate named Coffee Day.
Since all the cafes are owned by the company, it becomes easier for them conduct feedback
surveys like dipsticks etc. Coffee day’s most unique aspect is that it grows the coffee it serves in
its cafes. Pioneers of the Café Concept in India with the its first Café at Brigade Road, Bangalore
in 1996. This Café was opened as a Cyber Café (first of its kind) but later, with the burst of cyber
cafes it reverted to its core competency…. Coffee. Café Coffee Day currently operates 1481
outlets all over the country. They have a market presence in over 120 cities. Delhi, NCR alone
has more than 24 outlets, and the number of outlets in the area is increasing at a phenomenal
pace. Each café, depending upon its size attracts between 400 and 800 customers daily. In
addition to that they are also going abroad. They will open 50 outlets overseas in 10 cities.
Distribution of stock:
The distribution of coffee beans start from their roasting plant at Chikmagalur. The coffee beans
are sent to the main offices of north and south India on monthly basis. The outlets contact the
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Head Distributors on weekly basis. As far as other eatables are concerned, the inventory is
checked on daily basis and orders are placed according to the requirement. Café Coffee Day uses
its own store vehicle (small van) for transportation needs.
PROMOTION
Café Coffee Day does not believe in mass media promotions. But they are involved in all the
areas of serious consumer passion.
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Through television:
Café Coffee Day held a contest around a very popular programme on Zee English called Friends.
All the six lead characters are shown often visiting a coffee shop and a lot of youth like watching
the programme. That is why they had a contest running where customers could win Friends'
merchandise. The linkage was that it is a youth based programme and it had a coffee house.
They have tied up with Channel [V]'s Get Gorgeous contest. The reason being that a lot of their
young consumers are interested in careers. Modeling is a career that a lot of youngsters are
interested in and this was an excellent platform.
They have also done promotion for History Channel, where they have run promotion for
Hollywood Heroes. They had asked a few question and a lucky winner won a trip to Hollywood.
Ticket sales:
Café Coffee Day is involved in ticket sales in quite a few events, Enrique being one of them.
They were involved in WWE, Elton John, and Bryan Adams ticket sales. These acts are very
much appreciated by their consumers. It helps both the organizers as well as Café Coffee Day.
Organizers need to tell people where the tickets are available and single Café Coffee Day logo
says it all. From Café Coffee Day’s point of view, they always ask for a certain amount of tickets
around which they have a contest. Couples can win ticket for free. This in turn raises the
awareness level as cafe staff approaches the consumers to inform them about the contest. There
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is not a better publicity mechanism then the person who is serving you telling you about the
same.
Tie-ups:
Besides that Café Coffee Day also tie up lot of the youth brands. Their promise to the customer
is that a lot can happen over a coffee. So every time they try to ensure something good happens
to their customer. So they have a contest going on with Levis, another one with Scooty, Liril,
latest one with Airtel Friends.
Another placement area they have is with HDFC. HDFC wanted to promote their debit card and
they choose Café Coffee Day. So 21 cafes have debit card machines.
Association with movies:
Café Coffee Day also decided to stick with the next big thing i.e. Bollywood. Earlier a few
movies, whose target audience matched that of the consumers at Cafe Coffee Day, started
shooting a few scenes in the cafe. So they had a Hindi movie Bas Yun Hi and a couple of Telugu
and Tamil films with prominent Cafe Coffee Day brand placement . Later they took a conscious
decision of being seen in certain movies like Khakee and Main Hoon Na. As part of this effort,
the brand was placed smartly in two Bollywood ventures, the Amitabh Bachchan, Aishwarya
Rai, Vivek Oberoi starrer Kyun Ho Gaya Na, Sajid Nadiadwala's Salman Khan, Priyanka Chopra
starrer Mujhse Shaadi Karoge, as well as movies like Salman Khan starrer Lucky and Socha Na
Tha. The latest has been the movie “ Barfi” starring Ranbir Kapoor and Priyanka Chopra.
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A lot of serials are shot in Cafe Coffee Day. Like one of the very famous serial, Kahaani Ghar
Ghar Kii was shot.
Sales Promotion:
Café Coffee Day uses special ‘Café Citizen Card’ for rewarding Café Coffee Day’s customers. It
is a loyalty program to gain new customers and retain the existing ones. The Café Citizens Card
entitles members to a 10% discount on all food and beverage bills. The members also receive
surprise gifts, along with special offers and invitations from Café Coffee Day from time- to-
time. CCD’s sales promotion techniques include:
Giving away Gifts during occasions e.g. valentine day
Offering Coupons
Café Citizen card which allows regular members to avail discounts upto 20% and
become a member after a purchase amount of upto 2000 Rs.
Sugar free campaign which was mainly done to spread awareness of staying healthy
and fit by using the sugar free sachets
Discounts during festive times to members
PHYSICAL EVIDENCE
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Logo, Colors, Images:
Café Coffee Day has used bright red and green colors in its logo. RED stands for leadership and
vitality. It also stands for passion (for coffee). The GREEN stroke harks back to their coffee
growing heritage and the coffee plantations that they own. Café is noticeably larger than the rest
of the text inside the logo box. This denotes that Café Coffee Day pioneered the café concept in
India way back in 1996. Café Coffee Day would like to own the word “café” in the minds of its
customers.
When one thinks of a café it’s got to be Café Coffee Day. The font used for “Café” is called
SLURRY. The font looks as though the letters have congealed out of a liquid. It gives the
impression that the word is still forming itself and evolving into something new and something
better constantly. This is the characteristic of Café Coffee Day’s customers and this is the
characteristic that the brand too wants to adopt. The upward SWIRL inside the logo box stands
for the invigorating and uplifting nature of coffee and the ambience at Café Coffee Day.
Décor & Architecture:
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Café Coffee Day had gone in for image change and revamping of interiors in the last quarter of
2001. Café interiors have been given a whole, new look. In a change from the largely wood and
granite based interiors, there is more of steel and lots more colour now. The young colours of
today, lime green, yellow, orange, and purple predominate.
Literature:
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The literature provided by Café Coffee Day is indicative of its youthful image. The menus,
posters, pamphlets are all designed to attract young and young at heart. They also have their
magazine called as ‘Café Beat’, which is published monthly at their Bangalore head office and
distributed throughout the branches.
PROCESS
The order process at Café Coffee Day is based on self-service, where the customer goes to the
counter to place his order. Whereas they have a flexible delivery process, where they wait for
some time for the customer to pick up the order but if the customer takes too long then the order
is delivered on his table. In some cases, the employee may approach the customer to take his
order and provide him with the same and also do the billing requirements.
PEOPLE
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People at Café Coffee Day believe that “People are hired for what they know but fired for how
they behave”. The people at Café Coffee Day are characteristically trained to be Pleasant, Polite
and Positive. They ensure you have a quiet, uninterrupted visit and provide an escape from the
daily pressures of life. Their uniforms are in sober shades of black and magenta, and contribute
to the overall laid-back feeling of the café.
Motivation and personal skill are laid emphasize upon. Their employees are like friends to the
customer but at the same time they know about the international standards of hygiene and
cleanliness and personal grooming.
POSITIONING OF CCD
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Customer Profile (Target Audience):
The café is a meeting place for 15-29 year olds, both male and female who are served the best
coffee by friendly and informed staff, in an uplifting and invigorating ambience.
60% of the customers who visit the café are male and 40% are female. 52% of customers who
visit the cafes are students.
Teenager’s form 25% of CCD’s customers while 37% of the customers are between the age
group of 20 to 24 years and another 24% belong to the age group of 25 to 29 years of age.
Customers within the age group of 30 to 34, 35 to 44 and > 45 form 4%, 5% and 5%
respectively.
18% of the customers visit the cafes daily while another 44% visit weekly. 22% of the customers
visit occasionally whereas 16% of the customers visit monthly.
Each café, depending upon its size, attracts 400- 800 customers daily, mainly between 4pm and
7pm.
Customers describe Café Coffee Day as the place they frequent most after “home and
workplace/college”. It is a place where they meet friends and colleagues, in groups of 3 or more;
a place where they rejuvenate and are free to be themselves rather than a place to be “seen at” viz
a viz other cafes.
Brand Image:
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Café Coffee Day is a regular meeting place for 15 to 29 years old, both male and female, who are
waited on by friendly and informed staff, and are, offered the best made coffee, hot or cold,
beverages and food in an invigorating ambience. It is urban youngster’s favorite “hangout”. Its
customers are mostly young college students and young professionals. It is for those who are
young or young at heart.
Customers describe Café Coffee Day as the place they frequent most after “home and
workplace/college”. It is a place where they meet friends and colleagues, in groups of 3 or more;
a place where they rejuvenate and are free to be themselves.
Café Coffee Day has created its brand image such as to revolve around the phrase:
“India’s favorite coffee shop, where the young at heart unwind.”
CAMPAIGNS & TIE-UPS UNDERTAKEN BY CAFÉ COFFEE DAY
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THE LEVI’S CAMPAIGN
The 6” Below the Naval Jeans campaign, the Sykes Reversible’s (Ulta Pulta) campaign, the
Levi’s 501 campaign, the TLTT (The Levi’s Torture Test), the ‘Hello Gorgeous’ campaign etc
all are some of the successful in café activations designed and executed for Levi’s. Every season
CCD becomes an important media for Levi’s to launch its new range of apparels. Along with
providing tremendous on ground visibility in terms of wall visuals, tent cards, danglers, posters
etc., a contest (wherein customers could win Levi’s clothes) is designed to inject customer
interactivity and to add excitement to the entire campaign. The cohesiveness of the entire
campaign is accentuated by creating a new drink and christening it as the Levi’s drink for the
promo period!
THE SUGAR FREE CAMPAIGN
In order to promote Sugar Free, CCD launched a “ Low calorie menu” in association with the
former for the calorie conscious. The new menu consisted of a wide range of Low calorie Hot
coffees, International coffees, Tea, Tropical Iceberg & a range of veg. and non-veg. food as well
as deserts like Lemon Soufflé to name a few. This menu was communicated to the customer by
means of Sugar Free branded menu boards, menu cards etc. Also, a few bottles of Sugar Free
were displayed at the counter to serve as a pointer to the on-going activity.
THE TVS SCOOTY VALENTINE CAMPAIGN
The Valentine month in 2004 witnessed an innovative campaign for TVS Scooty. CCD promoted
TVS Scooty by means of a creative promotion which besides adding visibility and customer
interactivity also conveyed the brand attitude to the end customer and helped them relate to the
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same. Through the ‘TVS Scooty Valentine Singles Campaign’, customers were asked to enter
the contest of why they would rather be single and make TVS Scooty their Valentine that year.
To add to the festivities of the Valentine month, CCD created 2 special combos called the TVS
Valentine Combos– Hot & Cold (2 ice blended Cold coffees/2 Café Mochas with a Chocolate
Fantasy). The contest was of course made attractive by the no. of freebies like Sony Discmans &
MP3 players etc. which customers stood to win. Not to mention the Mega prize of a 4 stroke
TVS Scooty for 2 lucky winners.
THE CHANNEL V- GET GORGEOUS HUNT
CCD was the exclusive on ground partner for the national hunt for the most gorgeous female
models by Channel V, wherein candidates could drop their entry forms with portfolio at any
CCD outlet. The event was heavily promoted by CCD through in café branding and on air by
Channel V. CCD also launched a new range of ‘Get Gorgeous drinks’ as part of the promotion.
Innovative collaterals like branded stirrers etc. were used to add that extra element of surprise.
So much so was the success of the campaign that Channel V has chosen CCD to be the on
ground partner for ‘Get Gorgeous- Parts to be launched in future too.
THE HIMALAYA HONEY CAMPAIGN
The Himalaya Drug Company had recently entered into a tie up with Café Coffee Day to
promote their honey. This honey was made available through over 100 Café Coffee Day outlets
across 7 cities, in a 3-month promotion where Coffee Day customers experienced the taste of
pure of honey in innovative ways. Honey Cappuccino, Honey milk shake, rich chocolate cake
and ice cream topped with honey and nuts! Four unique dishes were conceptualized by Café
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Coffee Day, each enriched with the goodness of pure Himalaya Honey. These were an instant hit
with the customers. In addition to honey-based items, bottles of Himalaya Forest Honey were
also available in all Coffee Day outlets.
MOVIE TIE-UPS
CCD has become an important national on ground partner for Production Houses to promote
movies better among the masses by means of colorful collaterals like – posters, tent cards,
danglers et al. Interactivity is ensured by conducting exciting contests around the movie wherein
customers with the correct answers stand to win movie cassettes, CDs, movie tickets as prizes
and also through a Lucky draw get a chance to win a ‘Coffee date with their favourite movie
stars’. Hence, the ‘touch & feel’ experience to the movie.
The ‘Mujhse Shaadi Karogi’ Promotion:
The contest, starting July 10, 2004 ran across 168 cafes in 42 cities for a month, where any
customer billing a ‘Shagun’ amount of Rs 301 was guaranteed to win at least one prize ranging
from audiocassettes to movie tickets and a chance to enter a lucky draw, which would win them
a coffee date with Priyanka Chopra. To heighten the excitement, CCD even created an ambience
of ‘Shaadi Season’ with cafe staff wearing heart shaped badges with ‘Mujhse Shaadi Karogi
Contest @ CCD’ pinned on their shirts. Creatively designed posters and tent cards in the
wedding card format were used as tools to encourage customers to be a part of this contest. CCD
has also tied up for promotions of movies like Barfi, Khakee, Bas yun hi, Main Hoon Na, etc.
CAFE COFFEE DAY IN ‘WI-FI' TIE-UP WITH MICROSENSE
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Cafe Coffee Day, the country's leading chain of cafes, has tied up with Microsense, provider of
wireless computing solutions, to Wi-Fi enable its coffee outlets across the country.
BANGALORE, DHNS: Partnering with Microsense, Cafe Coffee Day has already Wi-Fi
enabled 50 of its outlets across Bangalore, Mumbai, New Delhi and Chennai. The number would
increase to 100 by March, Cafe Coffee Day Chief Executive Officer Naresh Malhotra told
newsmen here on Monday. In a phased manner, all the Cafe Coffee Day outlets, spread over 50
cities, will be Wi-Fi enabled, he added. Pointing out that the cafes had been attracting huge
number of business customers; he said the partnership would enable laptop and PDA owners to
hook to the internet while sipping coffee at its outlets. Microsense Director N V Krishna said the
Wi-Fi service would feature plug and play functionality VPN support and always on
connectivity. It would be provided through post-paid and pre-paid access accounts supported by
a central authentication and billing platform developed and operated by microsense, he added.
CAFÉ BEAT MAGAZINE
Café Beat reaches more than a million smart, receptive and upwardly mobile youth of India
every month. It is one of the most widely read YOUTH magazines in the country and is a part of
one of the largest Indian retail youth brands – Café Coffee Day.
Café Beat Fact file:
12 pages, all color, monthly tabloid. Available at all cafes across the country. Available FREE of
cost to customers for in-café reading. Many customers also carry it away for their referrals. 38%
of the customers at CCD read Cafe Beat (survey conducted in Aug.'04 in the 4 metros.). CCD
gets around 3 million walk-ins in all its cafes per month. Essentially a youth magazine covering
topics like movies, music, travel, lifestyle, e-dating, books, career etc. which interest the youth
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displayed on magazine stands/counter at the cafes. The new issue is kept on the tables during the
first week for greater visibility.
Readership profile: Students and young professionals, mostly. SEC A and B.
TRAVELGURU & CAFÉ COFFEE DAY PROMISE HOLIDAYS SHOPPING
Cyber café’ gets a whole new meaning as Travel guru, India’s leading travel portal, today
announced a tie-up with Café Coffee Day to offer enticing gifts over coffee and cake. A
steaming cup could bring with it a holiday in hot Goa … a chilled frothy glass a cool getaway in
serene Leh. Travel shopping has become little more than a coffee session thanks to two of the
country’s most innovative and youthful brands!
Starting December all the way to February 2007, select Café Coffee Day outlets in Mumbai,
Delhi, Bangalore, Ahmedabad, Baroda, Chennai and Hyderabad are offering a Travel guru gift
voucher with every purchase of Rs.200/- or more. Every such voucher would take as much as Rs.
1000 off on hotel bills and vacation packages and Rs.200/- off on air-flight costs. Both offers are
valid for three months. To add to the excitement around the festive season, Travel guru is the
sole sponsor for Café Coffee Day’s month-long ‘Café Coffee Day Santa’ contest. Running
through the month of December, covering over 350 Café Coffee Day outlets, customers buying
two CCD gift certificates may send an SMS message with the bill number to 9880COFFEE.
Travelguru will hand out loads of travel gift vouchers to the winners of a lucky draw. One lucky
couple will get to enjoy an experience of a lifetime, by winning the Grand Prize – a 1-night
cruise experience for two people, courtesy Travel guru.
“Travel guru’s partnership with Café Coffee Day, the leading vendor in the lifestyle retail space,
is an exciting opportunity to market travel,” said Devyani Nagpal, Chief Marketing Officer-
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Travel guru. “This strategic partnership will allow Travel guru to offer customers phenomenal
deals on weekend getaways, vacation packages, cruises and hotel stays across 72000 hotels and
resorts across the Globe … bargains won over a cup of coffee!”
Café Coffee Day Director Naresh Malhotra echoed the enthusiasm: “We are very excited about
this strategic partnership with Travel guru, India’s largest hotel consolidator. This partnership
will help us offer our customers the best in travel deals across hotels, vacations, cruises and
airfares and meet their holiday needs. This makes their visit to Café Coffee Day more
experiential and rewarding. Looking to the future, we anticipate offering many innovative travel
shopping options, in conjunction with our travel partner Travel guru”. The partnership aims at
ultimately providing a unique travel shopping experience to Indian travel customers and making
travel very accessible to them. For now though, the crowd that “chills” out at Café Coffee Day
can go shopping for great value deals on India’s widest range of hotel and vacation options,
through Travelguru by just buying their favorite cup of latte!
AIR DECCAN TAKES CAFE COFFEE DAY TO THE SKIES
With Starbucks expected to enter the Indian market sooner rather than later, it seems logical that
India's leading fine coffee-cafe chain Cafe Coffee Day should take to the skies, courtesy the
country's pioneering low-budget airline which now links up more urban centers — 46 at last
count — than the competition. Both Air Deccan's parent company Deccan Aviation and Cafe
Coffee Day took off in the same year from India's Garden City.
Cafe Coffee Day, a division of the Rs 300-crore Amalgamated Bean Coffee Trading
conglomerate, will now be the single-point vend or supplying snacks and beverages on board all
of Deccan Air's 186 daily flights. Cafe Coffee Day (CCD) estimates that when the roll-out is in
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full flow, the four million passengers on board Deccan Air flights could add up to Rs 20 crore a
year to its annual turnover, at an average of Rs 50 per passenger. For Deccan Air, the tie-up
could enable the airlines to provide its passengers with reasonably priced snacks and beverages
of a standard quality. Which is what its passengers are said to have indicated a preference for in a
recent survey. The CCD service will begin with the Bangalore-Chennai flights, and will be
extended to other sectors progressively. Since CCD has a pan-India footprint, the strategy can be
implemented seamlessly even in smaller hinterland towns, where the competition —in both
aviation and the fine coffee cafe segment— does not have a presence. The MoU to this effect
was signed today by Air Deccan managing director Captain GR Gopinath and Cafe Coffee Day
director Naresh Malhotra. Speaking on the occasion, Capt Gopinath quipped that another factor
he and Amalgamated Bean Coffee Trading chairman VG Siddhartha and he owned neighboring
coffee estates.
CAFÉ COFFEE DAYS OUTLETS DOT ON PILGRIMS MAP
“Nothing catches the eyes as much as a swank CCD outlet as one enters temple towns”
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In 1996 with the chain's first café at Brigade Road, Bangalore, the company realized that the
urban Indian youth was looking at a place to relax and unwind and CCD filled this need gap. The
largest retail chain of cafes has today become one that every customer relates to as his/her
neighborhood 'hangout'. There is an element of familiarity that prompts one to visit the outlet
while one is on transit, thus CCD has outlets at airports, gas stations, highways, tourist
destinations and what's more even popular temple towns such as in Katra there are two cafes (en
route Vaishno Devi), Amritsar there is one café (the Golden Temple), Bhubaneshwar there are
three cafes (en route Jagannath Temple at Puri), Mathura highway has one café (birthplace of
Lord Krishna), Madurai has one café (the Meenakshi Temple).
Also within metros there are certain cafes right opposite holy places, which show a marked
increase in sales on certain specific days. For instance, the cafe opposite the Siddhivinayak
Temple in Mumbai records a marked increase in sales on Tuesdays every week or during the
eleven days of Ganesh Chaturthi. In Bangalore, opposite the café at Malleshwaram there is a Sai
Baba Temple that draws a good number of pilgrims on Thursday/Friday particularly in the first
week of the month; Sabarimala, a place that is frequented by pilgrims from November-January
culminating in the rare view of a sacred 'Jyothi'; at Manipal which is close to the Udupi Lord
Krishna temple, is frequented by pilgrims who visit here during the Janmashtami and last but not
the least the churches which are nearby the Panjim/Miramar cafe in Goa include Old Panjim
Church, Dona Paula church , St Inez, Caranzlem, Teligao that are very significant religious
places for travelers from Europe, etc. CCD has immediate plans to open outlets in Tirupati,
Varanasi and Allahabad.
COMPETITOR ANALYSIS
Major players in the industry:
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Following are the major players in coffee shop industry:
Barista Lavazza
One of India's largest franchised chains of coffee bars, the Barista Lavazza coffee
company operates around 250 outlets across India – 15 crème lounges and the rest
espresso coffee bars.
It plans to open 300 new stores over the next three years and has begun aggressively
marketing its products outside Indian borders into neighboring countries. Considered the
Starbucks of the East, Barista offers many of the same menu items like espresso, lattes,
cappuccino and various pastries, in addition to basic coffee. Despite being Indian, Barista
sticks closely to its Italian roots by serving Italian coffees exclusively.
Costa Coffee
British coffee retail chain Costa Coffee launched its outlet in New Delhi, becoming the
first international coffee chain to start operations in India in September 2005.
The chain is currently operational with more than 40 outlets and expanding aggressively
to tap this potential market.
Café Mocha
It was started by a Mumbai based entrepreneur Riyaz Amlani, who has a long experience
in the hotels and restaurants business. This store is strikingly different from others, they
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love being over-the-top and thus it’s a place that either you love it too much or find it
’Over the top’. Studying the marketing Mix adopted by café mocha. Owned by
Impresario Entertainment & Hospitality Pvt. Ltd, Mocha opened its doors at Church
gate (Mumbai) in December 2001.
It has 15 operational outlets across the country and its own central kitchen.
Future plans for Singapore, Dubai and New York and Chicago.
Other indirect Competitors include McDonalds, Pizza Hut, KFC, etc. that also offer hot/cold
coffees and similar kind of eatables.
Retail players like Reliance Retail and Shoppers Stop are also retailing coffee with their multi
products offering outlets like Reliance Timeout and Desi Café respectively.
32%
4%
48%
8%
8%
Competitors Analysis
Barista
Minerva Coffee Shop
Café Coffee Day
Gloria Jeans
Beyond Coffee
Café Mocha
Costa Coffee
SERVICE BLUEPRINT
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SERVICE ENCOUNTERS / MOMENTS OF TRUTH
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When the customer first enters the restaurant he can find AD posters on the front
glass of the Cafe Coffee Day.
After entering into Cafe Coffee Day, customer is guided by an employee, where he is
provided with a menu card for the order. Here customer can feel the ambience and the
décor of the restaurant. After giving an order to the employee, employee passes the
order to the front section of the kitchen. The employees in the front section would
pass the order to back-end kitchen where the order is prepaid. Parallel, employee
would update the billing machine. The prepared order is then served to the customer.
After availing the services and the products of Cafe Coffee Day, customer would ask
for Bill. Employee would then give the updated bill to the customer.
Customer will pay the bill either through cash or through credit/debit card. After
payment is done the database of Cafe Coffee Day gets updated.
After payment of the bill the customer leaves the restaurant.
SWOT ANALYSIS
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Strengths
Products of extremely good quality and taste.
It’s a youth oriented brand , hence huge potential since 40 % population is below 20
It produces/grows the coffee it serves hence reducing the cost.
USP of brand is it’s considered a highly affordable brand.
India's largest retail chain of cafes.
ISO 9002 certified company
Wide product line
Weakness
Weak brand image and lacks strength to maintain brand loyalty.
Poor ambience and decor. Café Coffee Day outlet served prime space for advertising and
promotions.
Many of the Café Coffee Day stores are incurring losses due to wrong site selection.
Focuses on Youth oriented brand image and targeting.
Opportunities
Coffee cafe industry is one of the fastest growing industries in Asia.
More people like to visit Café Coffee Day for informal meetings.
Café Coffee Day has gone international, and is planning to attract many new international
markets, hence gaining international recognition
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Threats
Competition with other coffee cafes like Barista, Mochas.
International Brands like Gloria Jeans, Coffee Bean & Tea Leaf and Illy Café.
Change in consumer taste and preferences
Other hukka parlors are also gaining lot of attention and preferred by young generation to hang
around which in turn is attracting the market captivated by Café Coffee Day.
PORTER’S FIVE FORCES MODEL
Threat of new entrants
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Threat of new entrants is high. As more and more international brands are looking towards India
as the new target Market. E.g.:-
Gloria Jeans
Star Bucks
Illy Café
Coffee Bean
Bargaining power of customers
Bargaining power of customers is high as more and more Cafes are coming. So Café Coffee Day
needs to keep the prices as per customers. The price should satisfy the customer and attract them.
Below mentioned are three factors to be considered:-
Price comparison
Variety of products
Service provided
Bargaining power of Suppliers
Bargaining power of suppliers is very low as Café Coffee Day manufactures its own coffee bean.
More over the food items they buy from local suppliers are easily available and they can easily
change the suppliers as and when they want. Below are few factors mentioned regarding the
bargaining power of suppliers:-
Food items obtained from local suppliers
Follows backward integration
Coffee beans from its base in Bangalore
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Threat of substitutes
Threat from substitutes is very high. As there are Hukka Parlors, Other fruit juice joints are
becoming the new junction for youth. E.g.:-
Ice tea offered by Costa coffee
Coffee offered by other competitors
Cold drinks served in stadium
Competition within industry
Competition within the industry is very high. As there are number of old players like Barista,
Café Mocha, and Minerva are well established players in the market. Barista is also targeting the
same market segment i.e.; youth.
CONCLUSION AND RECOMMENDATIONS
The best known cup of coffee in town comes from here. You can't miss Cafe Coffee Day; if there
isn't one in your neighborhood, there's one near your college/office, You might as well give in,
they're taking over. The college crowd is big, because the rates are more or less affordable, office
goers hang out here at lunch breaks to take in the laid-back air of the place, first-dates meet here
because it's neutral ground, and couples because they're not likely to bump into their parents.
You're left alone to play your favorites on the jukebox and nurse your mug of coffee for however
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long you want. All at a price, of course - Rs. 5 per favorite song and around Rs. 25 for the drink.
The range of coffees here, both cold and hot, is impressive. The latte (with cinnamon, if you like
it that way), Irish coffee, Cappuccino and its chocolate-y version, the Mochaccino are the most
requested hot coffees. While the Frappe, with chocolate ice-cream blended in, the Tropical
Iceberg, which is the classic cold coffee, and the award winning Kaapi Nirvana are the chilled
favorites. Order cookies to go with it and, suddenly, none of your problems in life will seem like
such a big deal. CCD also does a decent job of the teas, of which it has only three, but the Masala
Chai is good. The eats here are also very popular, in fact, many people skip coffee altogether and
just come here for the grub. For the most part, though, the food here is nothing spectacular. Their
ever-changing menus haven't really improved matters, either. CCD also sells its own range of t-
shirts, coffee mugs and bags. Their line of pre-packed coffee powders is steeply priced, but there
is no dearth of takers, and the filter-coffee has some dedicated drinkers it’s hard to miss: It sports
a youthful look. Plush, pleasing interiors, plus colors such as lime green, yellow, purple and
orange predominate make Café Coffee Day a soft-low decibel spot for the trendy youth.
Café Coffee Day, a division of Amalgamated Bean Coffee Trading Company Ltd (ABCTCL),
has become a hot brand with the youth. Truly, if excitement has an address, it would be Café
Coffee Day. It’s just the place to be.
They have great plans of expanding their business internationally as well as domestically and
increase the number of their outlets considerably. It is one of India’s most successful brands that
have captured a huge place in the minds of the young as well as at heart.
CCD’s major competitors are Barista and McDonalds but CCD manages to stand strong due to
its marketing strategies and pricing structure. CCD initiative to make its presence felt all around
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places such as tourists spots, pilgrim places, temple towns, colleges/offices, campuses, etc. has
been the major reason of its success.
RECOMMENDATIONS
1. To improve the interiors and décor and also the quality of service.
2. To have more and more tie-ups and campaigns. So also conduct contests occasionally.
3. Introduce more products at competitive and affordable prices for college students.
4. Try to attract children by offering products for them and also provide gifts and toys by
having tie-ups with companies like Disney and Barbie like its competitor McDonald does.
5. To introduce more diverse merchandise and create a proper brand image for its merchandise.
6. 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.
7. It should introduce a feedback form system in order to know about the customer’s
satisfaction level.
REFERENCES:
India Today
Beat Magazine
www.cafecoffeeday.com
Donnelly, James H. and William R. George (1981), Marketing of Services, Chicago: American
Marketing Association.
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Marketing Management, Rajan Saxena, 3rd edition, Tata McGraw Hill Publishing Company Ltd.
www.timesofindia.com
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