Services marketting

Ashamdeep Singh Cheema- 1003Vishal Singla-1048Abhisake SharmaSonam SandilyaHarshleen Sawhney

Vs

• Café coffee day is a division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL).

• Its headquarters is at Chikkamagaluru, Karnataka.

• It opened its first store at Brigade Road in Bangalore in 1996.

• Barista was started as a retail coffee chain in 2000.

• The ownership of barista changed many hands, finally being taken up by Lavazza in 2007.

• Barista is the fastest brand to make it to the list of super brands and is ranked among top 50 phenomenon that changed India acc. to a Survey.

Product

HOT BEVERAGES

• Espresso Strong • Espresso Americano • Macchiato Expresso • Cappuccino • Cafe Latte • Chococinno

• Cafe Mocha • Irish Coffee • Caffeine kick • Black velvet • Take Away

International Coffee

• Ethiopian Qahwah • Kenyan Safari

• Honey • Flavoured Syrups • Red Eye • Whipped Cream • Chocolate sauce

Cold Coffee• Cold Sparkle • Tropical Iceberg • Arabian Heights • Tropical Temptation • Iced Eskimo • Kaapi Nirvana • Mochachillo • Cappachillo • Vegan shake

• Cafe Frappe • Almond Frappe • Devils Own • Choco Frappe • Mango Frappe • Strawberry Frappe • Pineapple Frappe • Litchi Frappe • Cold Chocolate

Promotion

• Target audience -15-29 year olds.• Students and young professionals form 72% of their customers.• Popular hangout for the “young at heart”.• Associated with many brand campaigns like liril, Levis, channel

V-get gorgeous, Sugar free, TVS scooty valentine campaign.• Featured in Many movies like Rocket Singh, Raat gayi baat gayi,

etc to name a few.• Sponsor many college fests to show their inclination towards

youth.• Comes out with various schemes and discount to serve for the

reminder function as a part of their marketing strategy

Product

• Product Source• Quality Source• Serving Size• Merchandising

• www.cafecoffeeday.com

PLACE

• Business strategy- Open venues in every possible where business is possible.

• 858 stores in 134 cities across India• CCD has opened a Café in Vienna, Austria • Planning to open Cafes in the Middle East, Eastern

Europe, Eurasia, Egypt and South East Asia.• Target educational and corporate institutes.• Coffee beans is supplied from its chigmalur estate

to all its outlets.

Pricing

People

• Very polite and humble staff

Physical evidence

• Merchandise like Coffee mugs, Coffee powder, Coffee beans, cookies, snacks, T-shirs etc kept in outlets for sale.

• Café beat magazine kept in stores, updated every month.

• World space radio and Wi-Fi enabled stores.• Ambience- internal décor, sofas, etc• Cluttered with posters• Decent Website that provides good information.

Process

• Orders carried by the staff on the customer’s table.

• On time Order delivery. Time is aforesaid mentioned.

• Attention paid to hygiene factor.

Promotion

• Business Strategy- emphasis on the “Italian Coffee experience”.

• Targets professionals and intellectuals who are exposed to “global lifestyles” and appreciate the “authentic flavours and tastes of coffee”.

• Target audience falls in the range of 20-60 years who have a taste of “good, vibrant coffee”.

Product

• Product Source•Quality Source• Serving Size•Merchandising

• www.barista.co.in

Place

• 230 retail stores in India• Presence in Oman, Sri Lanka and UAE.• Coffee beans are supplied by Tata Coffee.• The coffee beans are exported from India to

Vienna for treatment.• Target corporate Institutes.

Pricing

People

• Very polite and well behaved Staff.

Physical Evidence

• Merchandise like Coffee mugs, Coffee powder, Coffee beans, cookies, snacks, T-shirts etc kept in outlets for sale.

• Musical Instruments, checkers, scrabble, etc kept in stores for the customers.

• World space radio and Wi-Fi enabled stores.• Very suave Ambience, keeping in mind its target audience.• Uncluttered, clean look on the inside.• Pretty interesting Website that highlights its parentage

with Lavazza.

Process

• Orders carried by the staff on the customer’s table.

• On time Order delivery. • Clean and hygienic surroundings.

Our Suggestions

Cafe coffee day• Opening outlets in every

nook and corner does not make good business sense.

• Pay attention to the internal décor of the stores. Make it less cluttered with posters, etc

Barista• Should leverage Barista

brand effectively by better promotional strategies.

• Barista has a cult like following. Should leverage its existing customer basein a better way.

Would Like to Thank..

• Mr. Sumeet Deoda (SR. Marketting Manager, Rom & Central- CCD)

• Mr. Farhad Aibara(Associate Business Manager (West)- Barista)

Have a Nice Day!