cafÉ coffee day values

8/7/2019 CAF COFFEE DAY VALUES

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CAF COFFEE DAY VALUES- PRISMPRIDE - I take pride in my work and in my organization.RESPECT - I respect my customers, my subordinates, my

peers and my superiors.


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INTEGRITY - I will show the highest level of integritytowards my work and my company under all circumstances.SELF - DISCIPLINE - I will imbibe and practice self-disciplinein all my daily activities.

MOTIVATION - I will always be motivated to give the best formy organization, my team and my customers.COMPANY HISTORY

Amalgamated Bean Coffee Trading Company Limited (ABCTCL) is anentrepreneurial venture of Chairman, Mr. V. G. Siddhartha. His passion forcoffee coupled with the opportunity provided by the deregulation of TheCoffee- Board in 1993 created the perfect timing for the launch of thiscompany. Their visionary Chairman could foresee the demand for Indiancoffee abroad and ABCTCL began exporting coffee to coffee connoisseursacross USA, Europe & Japan. The "Coffee Day" as brand was born in theyear 1994. In the year 2000, Coffee Day exported more than 27, 000 tonesof coffee valued at US$ 60 m and for the second time in a short span of 7years retained its position as the largest coffee exporter of India. In thisshort journey of 12 years, the company has grown into six divisions andhas 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.

COMPANY BACKGROUND

Coffee Day sources coffee from 5000 acres of coffee estates, the 2ndlargest in Asia, that is owned by a sister concern and from 11,000 smallgrowers. It is one of Indias leading coffee exporters with clients acrossUSA, Europe & Japan.

With its roots in the golden soil of Chickmaglur, the home of some of thebest Indian Coffees and with the vision of a true entrepreneur nurturing it,Coffee Day has its business spanning the entire value chain of coffeeconsumption in India.

Its different divisions include: Coffee Day Fresh n Ground (which owns350 Coffee bean and powder retail outlets), Coffee Day Xpress (whichowns


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251 Coffee Day Kiosk), Coffee Day Take away (which owns 7000 VendingMachines), Coffee Day Exports and Coffee Day Perfect (FMCGPackagedCoffee) division.

Caf Coffee Day (CCD) pioneered the caf concept in India in 1996 byopening its first caf at Brigade Road in Bangalore. Till about the late1990s coffee drinking in India was restricted to the intellectual, the SouthIndian traditionalist and the five star coffee shop visitor. As the pure (asopposed to instant coffee) coffeecaf

exotic menu and thematic music, CCD Lounge offers a whole newexperience to the connoisseur while assisting the latter through its team ofhostesses who are poise and style incarnate and are looked upon as

fashion icons.Garden cafs combine the joy ofrejuvenatingamidstverdantlandscapes and pots of coffee.Cyber cafs 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 tolaunch Sports Caf, Fashion Caf & Singles Caf..LOGO

For a brand to stand out and be successful there has to be a personalcommitment from staff at all levels. The target customers must identifywith it. It should be vibrant and have a life of its own. Liveliness,growth, fun and passion depicts our brand, our customers, our staff and ourfuture this is embodied in our design and colour.

Our LOGO colours embody:Red Square= Leadership, passionWhite Swirl = Purity of purpose,


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invigorating properties of coffeeGreen Stroke = 125 years of coffeegrowing heritage ofthis vertically integrated Group

BUSINESS ASSOCIATIONCCD has emerged as an interactive alternative media for

brands to communicate with the young at heart.

Other media, such as electronic, print and outdoor, offer brandcommunication through visual and audio modes to a large section of the

populace, both relevant and irrelevant. Caf Coffee Day offers a much moreinteractive, targeted communication, sometimes adding even a tastedimension to a brand idea!

Various in-caf collaterals used to impart visibility to a brand inside a cafor to add the element of interactivity to a campaign are Posters, TentCards, Danglers, Leaflets, Brochures, Coasters, Drop boxes, ContestForms, Stirrers, Standees etc.

Over the years, CCD has successfully promoted a number ofbrands/products/events through various innovative tactics and promo ideas.Cashing in on its mass captive audi


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AWARDS AND ACCOLADES

Cafe Coffee Day was named Food Services Retailerof the Year and Exclusive Brand Retailer of the Yearat the 1st ICICI Bank Retail Excellence Awards functionin 2005.

Cafe Coffee Day was rated the No. 3 food servicesbrand in Business World and Brand Equity surveys in


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2004.

Cafe Coffee Day was ranked as the 3rd best" Retail F6t B" chain in India in the Brand Equity survey in 2004.

Mr. V.G. Siddhartha, Chairman (Amalgamated BeanCoffee Trading Company Limited) receivedthe "Economic Times - Entrepreneur of the year 2003"award.

Cafe Coffee Day has had a hat trick victory in theIndia Barista Championship. For 3 years in a row,

2002, 2003, 2004 CCD has won all the top awards and its representativehas gone on to represent India at World Barista Championships, winning

silver medal in 2002 and 5th place in 2004 for the country.


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DEPARTMENTS AT CAF COFFEE DAYBUSINESS DEVELOPMENT:

The team decides upon a suitable site where the cafes can be set up. Theyidentify, shortlist, and finalize a site by negotiating with property owners.A significant effort is involved in getting legal clearences and statutory


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compliances. After all formalities are completed, the site is handed over tothe projects team.

PROJECTS:

The team comprises of some of the best designers who ensure that thecoffee culture is spread across the country through beautiful outlets. Allnew cafes are built with a standardized design and the look of the caf is insync with the brand positioning. They aim to build cafes in the shortest

possible time, at the least possible costs to capital outlay. A recentinnovation is the Lounge cafes which are set up in Delhi, Bangalore,Hyderabad and Kolkata.

OPERATIONS:This team achieves their sales objectives and is responsible for the dailyrunning of their cafes in a profitable manner. Customer interaction is veryimportant for this team, as they are the ones who interface with thecustomer and provide them with a satisfactory service and productexperience. Caf managers train all their employees who are involved inday-to-day operations.

The caf staff is their brand ambassador. The brand image of caf coffeeday is and will be reflected through them by the way they dress, behaveand carry themselves , both within the organization and outside. They arethe face of the

company since they will be the first point of interaction withthe customer.FOOD AND BEVERAGES {F & B}:CCD are a lot more than coffee. A

part from serving the best coffee in the countrythey also serve a wide assortment of savories and desserts. The variouscoffee concoctions that they serve are the creations of their F&B team.They also ensure the highest level of hygiene and food quality. They imparttraining to the team on the preparation of the best quality of coffees and


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food at their cafes. The F&B team sources and manages vendors whosupply food to the cafes.

MARKETING:

The marketing team is responsible for the brand positioning and all brandbuilding activities that result in increased sales and greater visibility. Theyare also responsible for the various sales promotion activities and tie-ups.This team designs and manages the merchandise category, which isdisplayed and sold at their cafes. They constantly track loyalty programsand promotions at the cafes to help minimize sales. The caf citizen

program is a unique customer loyalty tool which helps us to create newcustomer and retain existing ones by rewarding them with handsome

points which can be earned and redeemed at the cafes.

HUMAN RESOURCES AND TRAINING:

The HR team deals with all matters pertaining to people within their team.They are responsible for recruitment and selection at all levels from teammembers to the management staff. They are responsible for employeesalaries, career development and councelling. Constant efforts are made foremployee upgradation in terms of improving skills and job satisfaction to

meet the aspirations of all employees.

Company finance

CCD is a privately held company. The group turnover is expected to touchaboutRs three billion now. It wasRs two and half billion last year.


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Advertisement department

The advertisement department tied up with various companies to promoteCCD. They also tied up with a channel called Zee English with a ground

programme for a popular show called Fri ends. All the six lead characterswere shown often visiting a coffee shop and a lot of youth like watchingthe programme. That is why they had a contest running where you couldwinFri ends' merchandise. The linkage was that it was that it is a youth based

programme and it had a coffee house.

They were also involved in a lot of ticket sales in quite a few events,Enrique being one of them. they were involved in WWE, Elton John ticketsales. These acts are very much appreciated by the consumers.

The ticket sales is the organisers' benefit. They need to tell people wherethe tickets are available and single Caf Coffee Day logo says it all.

CCD always ask for a certain amount of tickets around which they have acontest. Couples can win ticket for free. This in turn raises the awarenesslevel as cafe staff approaches the consumers to inform them about thecontest. There is not a better publicity mechanism then the guy who isserving you telling

youaboutthesame.

Besides that they also tie up lot of the youth brands. their promise to thecustomer is that a lot can happen over a coffee. So every time they try toensure something good happens to the customer. So they have a contest

going on


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with Levis, another one with Scooty, and latest contest withLiril.

CCD still doesn't believe in mass media promotions. But they want to beinvolved in all the areas of serious consumer passion. They are doing itwith music. About 80 per cent of their cafs have a juke box and a few oftheir cafes are now book cafes.


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Next big consumer passion is Bollywood, so they have decided to beassociated with movies. they had a Hindi movie Bas Yun Hi and a couple ofTelugu and Tamil films with prominent Cafe Coffee Day brand placement.Later they took a conscious decision of being seen in certain movieslikeKhakee

and Main Hoon Na and Bluffmaster being therecent hit.

Another placement area that happened accidentally was with HDFC. Theywanted to promote their debit card and they choose us. So all the 21 cafeshad debit card machines, just during that month. The ad was shot in a CafeCoffee Day premises.

A lot of serials are shot in Cafe Coffee Day. Recently,KahaaniGharGharKii was shot but they have no prominent

tie ups.

What they are offering is just a location to shoot in. They do charge a verysmall amount, which is the direct revenue loss for that period.

They have done ads but all through barter deals. If they get a good dealfrom any other media, they will definitely go in for a marketing deal. Butas an advertisement option or as a marketing spend, they are not looking atmass media.


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Quality checks

Quality checks take place all the time and in several aspects. Theoperational in-charge will go around checking business, record keeping,service and check the feedback forms. The food in-charge will look at theway food is being stored,


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coffee is being made, what is the time take to extract the coffee and so on.Marketing person will go about checking displays, how the merchandiseare displayed.


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EMPLOYEES STATE INSURANCE:

This is provided to employees whos gross salary is Rs 7500/- p.m. or lessand the benefits provided under the scheme are for sickness, maternity etc.the employee has to contribute 1.75% of his gross salary and the employercontributes 4.75% of the employee salary under the scheme. Thecompleted ESI form along with two post card sized full length photographsshould be submitted for ESI registration.


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Please collect ESI card number from regional HR resource.GUIDELINES FOR PERSONAL GROOMING ANDHYGIENE Clean uniforms have to be worneveryday. Store dirty uniforms and linen away from food items andclean linens. All male employees should come well-shaved, short

haircut, trimmed moustache, and clean and short nails. No full beards orFrench beards are allowed except for religious reasons.

Wear a light deodorant to mask perspiration odour.

A hair net should be in place for ladies with long hair.

The cap is a protective hair gear. Please ensure that hair

is well concealed within the cap. All employees should regularly wash their hands with anti-

bacterial soap before beginning duty and after takingbreaks.

Spitting, smoking, chewing gum, betal leaf or supari is not allowed within the caf premises. If smoking outside the caf premises, use a breath freshener and wash hands after smoking. Those with infected wounds, cuts, open sores, boils,intestinal illness, any infection, bruises, coughs or coldsshould not prepare or handle food.

HOW A CAF COFFEE DAY CAF IS

MAINTAINED?INTERIORS: Wall finishes are washable. Clean them whenevernecessary. Do not hang merchandise from electrical conducts onceiling. These are of a clip-on type and loading them will


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pull them off from their saddles. Do not keep wipe pads on the counter top. If terra cotton pots are being used in caf, they are to be

painted with red oxide paint once in 3 months. Do not force shut the glass doors, but allow it to close ofits own accord. Forcing the door shut damages the springinside. Do not place merchandise on top of wall visuals/mirrors. Outdoor caf floors need to be washed more often.LIGHTS:Red cube lights and cove lights above the servey are to bekept switched on always.GENERATOR: Check the water/oil/fuel levels in DG regularly. Always allow a fifteen second time gap between switchingon the DG and flipping the change over switch.

MAJOR RESPONSILITIES

TEAM MEMBER

Responsibilities

Customer service

Serve the customer with a Smile, to their satisfaction. Should collect their handheld from the Docking station wear its belt on their necks and park it in the pouch.

Provide speedy and effective Customer Service.

Follow all service standards laid down.

Ensure customer feedback forms are collected on a

daily basis. In case of complaining customers, take suitable actionto solve the complaints.


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Keep Caf Manager informed of all complaints.

Responsible for table turnover.

Never get into an argument with customers.

Should constantly employ suggestive selling practices

to make customers aware of new products and currentpromotion.Cashiering

Printer is in working condition.

Cash pouch has minimum float to start with.

Handheld terminals and batteries are in good condition.

Manager is intimated about the login password.

Logout and hand over proper physical count of cash

and the terminal to the next person in the presenceof the Caf Manager- every time you leave the caf. Bills are made for every order. Transfer- in and GRN entries are entered for the day.Cold Coffee Products/Food Service Recipes of cold coffee and cool drinks are adhered to. Pastry cooler display is setup using appropriate tentcards. The temperature of the refrigerator, freezer, and ice

cube machine is of desired level. Microwave, Mixer, Griller and Oven are in workingcondition and kept clean and hygienic. Shelf life of food is followed strictly and FIFO is maintained for storage. Food is dispensed at standardize service temperature. Food is handled using disposable gloves and tongs and


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never bare hands. Servery is kept clean and hygienic and avoids allsources of contamination.Caf Opening Duties Setting up the counter for the days operation. Receipt city store items like coffee beans, cold coffee mix& cups and stationery and perishables like food,milk. Check on equipment (pastry cooler, AC, microwave,

mixie, refrigerator, ice cube machine, and freezer) for cleanliness andensure they are in proper working condition.

Cleanliness of the caf interiors, exteriors and servery. Before they are handed over the terminal, it is theteam members responsibility to see to it that theterminal is in good condition. While taking the terminal, if there are damagesnoticed, Team member shall report it on the registercounters signed by caf manager or his nominee. If the terminal batteries need to be changed or

recharged then team member shall hand over the batteries to the cafmanager or his nominee and collect charged batteries from him.

Caf Closing Duties Cleanliness of all equipment and thorough cleaning ofthe caf. Checking the physical stock with assistance from thecaf in-charge. Ensure food beyond shelf life is discarded and food to

be retained overnight is stored t proper temperature. Assist the manager in compiling reports and updatingregisters etc.Part Timer/Weekender The responsibilities of a Part Timer/Weekender aresimilar to that of a team member.


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Every Part Timer/Weekender should stringently followthese duties with a smile with utmost diligence, zealand application. The duty hours of the Part Timer/Weekender will be as

specified by the City Manager/Area Manager. As you grow within the organization, you will be briefedabout new role and responsibility.Brew MasterResponsibilities All standard recipes of coffee are strictly adhered toand maintain uniform quality of these recipes at alltimes. Coffee Machines, Coffee Grinders and dispensers are

cleaned and maintained well and all preventivemaintenance procedures are carried out. Hot coffee is prepared as specified by the F&B Department. Excess coffee is stored in airtight containers at the end Of the day.

SEVEN STEPS OF GREAT SERVICE

1. WELCOME THE CUSTOMERAcknowledge customers presence at the caf. A smilegoes a long way. That is guaranteed.Open the door to receive a customer & greet himcourteously with a smile Meeting greeting & seating the customer in a warm &friendly mannersets the ball rolling for the service that follows .It will reflect in voice Check whether the customer wants a takeaway or will beseated at the caf Take his preference if possible & direct him to available vacant tables. Request the customers to be seated &introduce self.2. TAKE THE ORDER & PRESENT THE BILLA confident demeanour& good menu knowledge will helpyou to assist the customer to his satisfaction


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Hand over the menu to the customer & if not ready returnto take the order in a few minutes Help the customer choose the right coffee or food by

explaining in detail the attributes of the product. It is important that yourecommend special product & add ons& combos of food & beverages tothe customers. Suggestive selling will help you offer customers a betterchoice of their products.

When the customer is ready to give the order , usehandheld terminal.Choose SELL amongst user functions. Enter the table number& thenumber of people. Take the order. Check if the customer is the caf citizen ,if not, enroll thecustomer in the

caf citizen program Inform customers at what time they should expect orderto be served. Foreg. order will be served in 10 minutes.Sir Print the order confirmation cum bill & place it in thefolder on the table.TIP: use one liner terminology to describe product & its

benefits to the customer.

3 .SALVER SERVICE

Serve the customer at the promised time & know the products that you areabout to serve .Pride in products will enhance the customers confidence intheir brand.

Arranged the readied products on a salver Serve the food first & serve the cold coffee , hot coffee or

other beverages later. However check the customers preference. For eg.Can I serve the food items first, Sir or would you like everything to beserved together?

In case of no specific customer preference serve food first followed by coffee/ beverages


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Announce the name of the product while you serve theproduct

Remember who ordered which coffee / food in case of a group& serve the items accordingly

If there are four people gathered at a table, then bring the coffee two at atime. Else, if you wait to bring all four together, the first two will not retaintheir temperatures.

In case there are any delays after announcing the time ofservice, please keep the customer informed of delay.

TIP:Ensure that you have served all the mandatory accompaniments with

the food & beverages like sauces , cutlery , napkins etc..

4. VERBAL FEEDBACK & REPEAT ORDER

A feedback on existing service would help you improve performance infuture .Also, the customer will feel more valued & important.

Keep an eye on the tables in allocated sectionCheck with the customer if they would like some more

coffee , snacks ordesserts Interact with as many as customers as possible & get

their feedback on the service & product. For eg. Hope you liked the coffeeSir! I hope you found the service friendly & prompt. Is there any way wecan improve our quality of coffee, food or service

TIP: If you ask for feedback, you are sure to receive

comments from customers5 .CLEARANCE

Prompt clearance of the tables ensures that customers find the cafseating area clean, hygienic & presentable when they are seated at thetables


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Clearance should be very prompt Clear empty plates, cups & soiled napkins from the table using a salver Ensure that the surface & edges of the table is wiped with

assigned scrubber .Use a spray gun to dampen the tablewith a cleaning agent prior to wiping the table

6. BILL SETTLEMENT & CUSTOMER FEEDBACKMAKE THE POST SERVICE WAITING PERIOD EASY & FASTFOR THE CUSTOMER When the customer is ready to leave check the amount ofthe bill from handheld & tell him the overall amount

payable Once the customer places the cash, remove the bill folderfrom the table & clear the transaction promptly Request the customer to fill up the comment card. I

would be delighted if you could kindly fill up our customer comment/feedback form while I return with the change, Sir!

Present exact change to the customer & collect thecomment card. change, Sir! In case of any negative comment , tackle the situationbefore the customer leaves the caf .Acknowledge goodcomments too.7. PARTING REMARKS

Show customers that we value them & want them to return. A pleasantparting remark would ensure that customer comes back to caf

Thank the customer for choosing CAF COFFE DAY. And

how delighted you are to be of service to him. Thank you for choosingCAF COFFEE DAY, Sir! It has been a pleasure having you over.

TIP: It is not what you say , but how you say it


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PRODUCTS AT CAF COFFE DAYDescription of various Food and Beverages:Hot CoffeesOne Line Descriptions:

Espresso : Strong black coffee extracted at highpressure and optimum temperature.Espresso Americano : A shot of lightened Espresso dilutedwith hot water.Macchiato : A shot of Espresso topped upwith milk foam.Cappuccino : Strong milk based coffee with ashot of Espresso, milk and milk foam. It is one

of the most popular hot coffees at Cafe Coffee Day.Caf Latte : Milkier hot coffee, mild and goes best withcoffee flavoring syrups. It has a very thin layer of milk foam.Chocochino : A blend of Chocolate ice cream and Espressogarnished with a dollop of milk foam. It is neither a hotcoffee nor a cold coffee. It is a warm coffee.Cafe Mocha: Chocolate flavored Cappuccino. Goes bestwhen served with whipped cream. Garnish it with a dash ofcocoa powder.

Irish coffee: A light Espresso flavored with a choice ofIrish Cream/ Hazelnut/ Caramel and topped with WhippedCream.

Caffeine Kick: Double shot of espresso diluted with hotwater.Black Velvet:A'ristretto'strong coffee served around 5-20ml.Kenyan Safari : An international coffee with the hiddenflavor of Blueberry.Colombian Juan Valdez: Rich, mild international hot coffeewith fruity flavour.Ethiopian Qahwah : International hot coffee with a hiddenmochaflavour.


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Hot chocolate : Lots and lots and lots of chocolate.

Cold Coffees

Tropical Iceberg : Ice blended cold coffee with notes of

chocolate. It is the most popular cold coffee across thecountry.Tropical Temptation : A Tropical Icebergtopped with whipped cream and a shot ofchocolate sauce.Cold Sparkle: Ice blended cold coffee with a sparkling taste of coconut, itis among the earliest cold coffees introduced in their menu.Iced Eskimo : Ice blended cold coffee with notes of coffee

and creambalanced in right proportions.Arabian Heights : Ice blended cold coffee with a distinctflavour of cardamom.Vegan Shake : It is made of 100% pure vegetable fat and

does not contain any animal fat & dairy product. It is unique and is beinglaunched for the first time in the country by CCD.

Cappachillo : Coffee with sweetened creamymilk served on the rocks.Mochachillo : Chocolate flavored coffee withsweetened creamy milkserved on the rocks.Cafe Frappe : A judicious blend of ice cream and coffeethat gives a smooth and creamy effect.Almond frappe : Almond flavored rich, creamy cold coffee

with whipped cream, garnished with almond flakes.Choco Frappe: A Cafe Frappe with an extra scoop of Vanillaice cream and a shot of chocolate sauce, garnished withcocoa powder.Devils Own : A smooth blend of cream and coffeedrenched with chocolate sauce and topped up with a shot


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of whipped cream.KaapiNirvana : It is their ultimate signature blend, very

Indian with hidden Caribbean taste, won the silver medal in the in the

world barista championship held in Oslo 2002. Rich coffee taste, heavybody with creamy texture and does not require any additional flavors.

Fruit Frappe : A judicious blend of ice cream and fruits

having different fruity flavors and thick cool texture. (Mango Frappe,Strawberry Frappe, Pineapple Frappe, Lichi Frappe, Cold Chocolate).Teas

Assam Tea : A strong Tea grown in the best tea estates of

Assam.Masala Chai : High grade Assam tea in

combination with a Masala bag which is meticulously prepared withpepper, cardamom and cinnamon to give an ethnic feel.

Ice Tea : A flavoured cold tea served withlemon juice on the rocks,garnished with a slice of lime.

Granitas / Cremosas

Granitas : A cool slush drink in different flavour variants

Pineapple Crush : Pineapple flavour.

Cool Blue : Orange & hidden flavour ofmint.

Blood Orange : Orange flavour.Smoothies : Ice-drinks blended with icecream to give it a creamytexture, which gives a smooth creamy after tasteStrawberry/Mango Colada: A smoothie, flavoured withstrawberry/mango garnished with whipped cream.Cremosa : A fizz drink served with fruit concentrate, soda


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and IceCubes Served on the Rocks. (Flavor options: Litchi, GingerSpice and Pina Colada)Desserts

Mousse Au chocolate : A double layered Chocolate moussewith a combination of milk a dark chocolate & subtle coffeeflavor for all the chocolate lovers.Mocha Pastry : A fresh coffee sponge cake flavored withCoffee cream and syrup.Chocolate Fantasy Cake : Rich ChocolatePastry pampered with a rich garnish withchocolate truffle swirl.Pineapple Gateaux : Delicious cream and pineapple-flavoured cake, very light and refreshing.Chocolate Mousse : Creamy, Fluffy, Smooth, chocolateflavored dessert, ideal with coffee.Black forest Cake : The all time favorite Choco pastry withcherries suited to our Indian palate.Sugar/chocolate Doughnut : A deep-fried dumplingdoused with cinnamon flavoured top dipped in sugar orchocolate truffle.

Date& Walnut cake : Rich butter base Cake made ofdelicious combination Dates & Walnut.Chocolate Brownie : A rich dessert made

with the combination of chocolate, butter, walnuts best with coffee.[TIP:Tastes best with a scoop of Vanilla Ice Cream.]

Banana walnut cake : Delicious teacake flavored withbananas and walnuts

Marble cake : A delicious combination of chocolate andvanilla buttersponge best with tea or coffee, topped with pure chocolate. Try with ascoop of choc ice cream, vanilla ice cream, nuts & chocolate sauce.Cookies : A crisp sweet snack accompanying all coffee andteas with choco chips, chocolate ginger, peanut butter and coconutmacaroon flavour options.


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THE LEVIS CAMPAIGN

The 6 Below the Naval Jeans campaign, the SykesReversibles (UltaPulta)

campaign, the Levis 501 campaign, the TLTT (The Levis Torture Test),the Hello Gorgeous campaign etc all are some of the successful in cafactivations designed and executed for Levis. Every season CCD becomesan important media for Levis to launch its new range of apparels. Alongwith providing tremendous on ground visibility in terms of wall visuals, tentcards, danglers, posters etc., a contest (wherein customers could win Levisclothes) is designed to inject customer interactivity and to add excitement tothe entire campaign. The cohesiveness of the entire campaign is accentuated

by creating a new drink and christening it as the Levis drink for the promoperiod!

THE SUGAR FREE CAMPAIGNIn order to promote Sugar Free, CCD launched a Low calorie menu inassociation with the former for the calorie conscious. The new menuconsisted 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 Souffl to name a few. This menu was communicated to thecustomer 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 forTVSScooty. CCD promoted TVSScooty by means of a creative promotionwhich besides adding visibility and customer interactivity also conveyed the

brand attitude to the end customer and helped them relate to the same.Through the TVSScooty Valentine Singles Campaign, customers wereasked to enter the contest of why they would rather be single and makeTVSScooty their Valentine that year. To add to the festivities of theValentine month, CCD created 2 special combos called the TVS Valentine


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Combos Hot & Cold (2 ice blended Cold coffees/2 Caf

Mochas with a Chocolate Fantasy). The contest was of course madeattractive 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 strokeTVSScooty for 2 lucky winners

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 colourfulcollaterals like posters, tent cards, danglers et al. Interactivity is ensuredby conducting exciting contests around the movie wherein customers withthe 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 datewith their favourite movie stars. Hence, the touch & feel experience tothe movie.

The MujhseShaadiKarogi Promotion:

The contest, starting July 10, 2004 ran across 168 cafes in 42 cities for amonth, where any customer billing a Shagun amount of Rs 301 wasguaranteed to win at least one prize ranging from audiocassettes to movietickets and a chance to enter a lucky draw, which would win them a coffeedate with Priyanka Chopra. To heighten the excitement, CCD even createdan ambience of Shaadi Season with cafe staff wearing heart shaped

badges with MujhseShaadiKarogi Contest @ CCD pinned on their shirts.Creatively designed

posters and tent cards in the wedding card format were usedas tools to encourage customers to be a part of this contest.


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Cafe Coffee Day in wi-fi' tie-up with Microsense

Cafe Coffee Day, the country's leading chain of cafes,has tied up with Microsense, provider of wireless


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computing solutions, to wi-fi enable its coffee outletsacross the country.

BANGALORE, DHNS:

Partnering withMicrosense, Cafe Coffee Day has already wi-fi enabled 50 of its outlets

acrossBangalore,Mumbai, New Delhi and Chennai.

The number would increase to 100 by March, Cafe Coffee Day Chief

Executive Officer NareshMalhotra told newsmen here on Monday. In aphased manner, all the Cafe Coffee Day outlets, spread over 50 cities, willbe wi-fienabled,

headded.

Pointing out that the cafes had been attracting huge number of businesscustomers, he said the partnership would enable laptop and PDA owners tohook to the

internet while sipping coffee at its outlets.

Microsense Director N V Krishna said the wi-fi service would feature plugand play functionality VPN support and always on connectivity. It would

be provided through post-paid and pre-paid access accounts supported by acentral authentication and billing platform developed and operated bymicrosense, he added.

CAF BEAT MAGAZINE

Caf Beat reaches more than a million smart, receptive and upwardly mobileyouth of India every month. It is one of the most widely read YOU


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THmagazines in the country and is a part of one of the largest Indian retailyouth brands - Caf Coffee Day.

CAF BEAT FACTFILE:y 12 pages, all colour, monthly tabloid.y Available at all cafes across the country (226 cafes in 55

locations as of Today!).y Available FREE of cost to customers for in-caf reading.

Many customers also carry it away for their referrals.

38% of the customers at CCD read Cafe Beat (survey conducted inAug.'04 in the 4 metros.). CCD gets around 3 million walk-ins in allits cafes per month.

Essentially a youth magazine covering topics like movies, music, travel,lifestyle, e-dating, books, career etc. which interest the youth.

Displayed on magazine stands/counter at the cafes. The new issue is kept onthe tables during the first week for greater visibility.

Readership profile: Students and young professionals,

mostly. SEC A and B.

CCDS OWNPROMOTIONAL MAGAZINECOVERSTORY-Every month Caf Beat brews a story for the young andthe young at heart, a tale that they can relate to, a phase that they haveexperienced orare doing so and a decoction, which makes them feelFOREVER YOUNG!

COOLSTUFF-Check out the FQ (FunkQuotient) of college bands in Phat Noise and witness TheTicket review the movies coming to the theatres near you.WASSUP?-Be informed about the list of excitingevents just around the corner. You simply cant miss theseCAFENEWS-Know more about the latest Cafe


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Coffee Day launched in your neighbourhood and find theexpert, Harish Bijoor throw light on how the caf oftomorrow will look and feel!

Is Sandra Bullock still congenial? IsdirectionAntara Malis cup of coffee?? Get your dose ofgossip while navigating through the grapevine.Mr. Bean talks to the troubledhearted.Add more Gadgets and Gizmos toyourwishlist with the G&G!Know who all have beanmodelling this month?

Is Sandra Bullock still congenial? IsdirectionAntara Malis cup of coffee?? Get your dose ofgossip while navigating through the grapevine.Mr. Bean talks to the troubledhearted.Add more Gadgets and Gizmos toyourwishlist with the G&G!Know who all have beanmodelling this month?


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CUSTOMER PROFILE (TARGET AUDIENCE)

The caf is a meeting place for 15-29 year olds, both male and female whoare served the best coffee by friendly and informed staff, in an upliftingand invigorating ambience.


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Teen-agers form 25% of CCDs customers while 37% of the customersare between 20 and 24years and another 24% belong to the age group of25-29 years. Customers within the age group of 30-34, 35-44 &>45 form4%, 5% and 5% respectively.

Every one likes to cherish good times with a hope that they last forever.CCD make this a reality, in the form of merchandise, specially chosen andcreated for the customers to carry a piece of the good times spent at CafCoffee Day! So visit your nearest CCD to pick these trendy items ofmerchandise today!! Funky Caps, Cool T-Shirts, Bags, Mugs,CoffeeFilters, Mints.

Coffee Powders

Arabicaah, Perfect , Charge , Dark Forest .New Introductions

y Malabar Monsoon premium Coffee Powdery Varieties in coffee mugsy Funky T-shirts and Capsy CCDs guide to Active Holidays (A travel guide focusing on

adventure sports)

while 16% visit monthly. Each caf , depending upon its size attractsbetween 500 and 800 customers daily, mainly between 4pm and 7 pm.Customers describe Caf Coffee Day as the place they frequent most afterhome and workplace/college. It is a place where they meet friends andcolleagues, in groups of 3 or more; a place where they rejuvenate and arefree to be themselves rather than a place to be seen at viz a viz othercafes.

AIR DECCAN TAKES CAFE COFFEE DAY TO THE

SKIES

With Starbucks expected to enter the Indian market sooner rather thanlater, it seems logical that India's leading fine coffee-cafe chain CafeCoffee Day should take to the skies, courtesy the country's pioneering low-

budget airline which now links up more urban centres 46 at last count


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than the competition. Both Air Deccan's parent company DeccanAviation and Cafe Coffee Day took off in the same year from India'sGarden City.

Cafe Coffee Day, a division of the Rs 300-crore Amalgamated BeanCoffee Trading conglomerate, will now be the single-point vend orsupplying snacks and beverages on board all of Deccan Air's 186 dailyflights.

Cafe Coffee Day (CCD) estimates that when the roll-out is in full flow, thefour million passengers on board Deccan Air flights could add up to Rs 20crore 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 itspassengers with reasonably priced snacks and beverages of a standardquality. Which is what its passengers are said to have indicated a

preference for in a recent survey. The CCD service will begin with theBangalore-Chennai flights, and will be extended to other sectors

progressively. Since CCD has a pan-India footprint, the strategy can beimplemented seamlessly even in smaller hinterland towns, where thecompetition in both aviation and the fine coffee cafe segment does nothave a presence.

The MoU to this effect was signed today by Air Deccan managing directorCaptain GR Gopinath and Cafe Coffee Day director NareshMalhotra.Speaking on the occasion, CaptGopinath quipped that another factor heand Amalgamated Bean Coffee Trading chairman VG Siddhartha and heowned neighbouring coffee estates.

CONCLUSION

The best known cup of coffee in town comes from here. You can't missCafe Coffee Day; if there isn't one in your neighbourhood, there's one nearyour college/office, You might as well give in, they're taking over. Thecollege 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,


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first-dates meet here because it's neutral ground, and couples becausethey're not likely to bump into their parents. You're left alone to play yourfavorites on the jukebox and nurse your mug of coffee for however longyou want. All at a price, of course - Rs. 5 per favourite song and around

Rs. 25 for the drink.

The range of coffees here, both cold and hot, is impressive. The latte (withcinnamon, if you like it that way), Irish Coffee, Cappuccino and itschocolate-y version, the Mochaccino are the most requested hot coffees.While the Frappe, with chocolate ice-cream blended in, the TropicalIceberg, 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 MasalaChai is good. The eats here are also very popular, in fact, many people skipcoffee altogether and just come here for the grub. For the most part,though, the food here is nothing spectacular. Their ever-changing menushaven't really improved matters, either.

CCD also sells its own range of t-shirts, coffee mugs and bags. Their lineof pre-packed coffee powders is steeply priced, but there is no dearth oftakers, and the filter-coffee has some dedicated drinkers

cafÉ coffee day values

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