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By:By:

Ali Sajjad RazzaqiAli Sajjad Razzaqi

Ambreen KausarAmbreen Kausar

Amerah KhanAmerah KhanAmin MehndiAmin Mehndi

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LogoLogo

LOGOcolors embody:LOGOcolors embody:

Red Square=Leadership, passionRed Square=Leadership, passion

White Swirl = Purityofpurpose, invigoratingpropertiesofcoffeeWhite Swirl = Purityofpurpose, invigoratingpropertiesofcoffee

Green Stroke = 125 yearsofcoffeegrowingheritageofthis verticallyGreen Stroke = 125 yearsofcoffeegrowingheritageofthis vertically

integratedGroupintegratedGroup

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IntroductionIntroduction

CafCoffee Day (CCD)CafCoffee Day (CCD)pioneered the cafconcept inpioneered the cafconcept inIndia in 1996India in 1996

Initiallyknown asInitiallyknown asAmalgamated Bean CoffeeAmalgamated Bean CoffeeTradingCompanyLtd.TradingCompanyLtd.(ABCTCL)(ABCTCL)

Is a Rs. 750 crore,Is a Rs. 750 crore,

I

SO9002 certified companyI

SO9002 certified company

It isoneofIndias leadingIt isoneofIndias leadingcoffee exporters with clientscoffee exporters with clientsacross USA, Europe & Japan.across USA, Europe & Japan.

Various divisionsVarious divisionsare:are:

Coffee Day Fresh nGround (whichCoffee Day Fresh nGround (whichowns 400 Coffee bean and powderowns 400 Coffee bean and powder

retailoutlets)retailoutlets)

Coffee Day Xpress (which owns 895Coffee Day Xpress (which owns 895Coffee Day Kiosk),Coffee Day Kiosk),

Coffee Day Take away (which ownsCoffee Day Take away (which owns

12000 VendingMachines)12000 VendingMachines)

Coffee Day Perfect (FMCGCoffee Day Perfect (FMCGPackaged Coffee) division.Packaged Coffee) division.

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WebsiteWebsite

Informationon theInformationon therecent updates can berecent updates can bearchivedarchived

Store locatorfacilityonStore locatorfacilityonthe CCD websitethe CCD website

Information regardingInformation regardingtheoffers andtheoffers and

campaigns.campaigns.

www.cafecoffeeday.comwww.cafecoffeeday.com

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KeyfeaturesKeyfeatures

First Cafwasopened at Brigade Road , Bangalore as a Cyber Caf(firstofas a Cyber Caf(firstof

itskind) but later, with the burstofcyber cafes it reverted toits coreitskind) but later, with the burstofcyber cafes it reverted toits corecompetency. Coffee.competency. Coffee.

Essentially a youth oriented brand with majorityofits customersfallinginEssentially a youth oriented brand with majorityofits customersfallinginthe 15the 15--29 year age bracket29 year age bracket

Each caf, dependingupon its size attracts between 100 to300 customersEach caf, dependingupon its size attracts between 100 to300 customersdaily.daily.

It is a place where customers come torejuvenate themselves and beIt is a place where customers come torejuvenate themselves and bethemselves. Therefore, isthemselves. Therefore, is a relaxed andfun hangoutfor the emergingurban youth

The companyoperates its cafes in variousformats, such as music, book,The companyoperates its cafes in variousformats, such as music, book,highway, lounge, garden, and cyber cafes.highway, lounge, garden, and cyber cafes.

USPofthe Brand: Affordable PriceUSPofthe Brand: Affordable Price

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ProductsProducts

coffees & teas

Espresso

Cappichino

Solar Eclipse

Black Tea

coffees & teas

Espresso

Cappichino

Solar Eclipse

Black Tea

RefreshingRefreshingalternativesalternatives

Cold CoffeeCold Coffee

SmoothiesSmoothies

Chocolate ShakeChocolate ShakeCool refreshersCool refreshers

RefreshingRefreshingalternativesalternatives

Cold CoffeeCold Coffee

SmoothiesSmoothies

Chocolate ShakeChocolate ShakeCool refreshersCool refreshers

Eatables

MeltingMoments

Ice creams

Chocolate Fantasy

Eatables

MeltingMoments

Ice creams

Chocolate Fantasy

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DistributionofstockDistributionofstock

Chikmagalur

Bangalore(South India

HeadDistributor

Local

warehousesoutlets

NewDelhi

(North Indiahead

distributor)

Localwarehouses

outlets

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The distributionofcoffee beans startfrom their roastingplant atThe distributionofcoffee beans startfrom their roastingplant at

chikmagalurchikmagalur..

The coffee beans are sent tothe mainofficesofnorth and southThe coffee beans are sent tothe mainofficesofnorth and south

IndiaonIndiaon monthly basis.monthly basis.

Theoutlets contact theTheoutlets contact the Head Distributorson weeklyHead Distributorson weekly basis.basis.

Asfar asother eatables are concerned, the inventory is checkedAsfar asother eatables are concerned, the inventory is checkedonon daily basisdaily basis andorders are placed accordingtothe requirement.andorders are placed accordingtothe requirement.

CafCoffee Day uses itsown store vehicle (small van)forCafCoffee Day uses itsown store vehicle (small van)for

transportation needs.transportation needs.

Various deserts and products like samosa, pizza, sandwiches etcVarious deserts and products like samosa, pizza, sandwiches etc

are beingboughtfrom the different caterers like Nirulas.are beingboughtfrom the different caterers like Nirulas.

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PricePrice

CafCoffee Day major customer lies in the bracketof15- 29, Soit hastried toderive a policy whereby it can satisfy all its customers.

The pricefor a cupofcoffee rangesfrom Rs.48 toRs.125.

The priceofthe deserts rangesfrom Rs.42 toRs. 175.

CafCoffee Day isfocusingHigh Street/ Family Entertainment Centers

like malls, main markets. Alsoin Hospitals(AIMS, Apollo), near

corporateoffices(TDIcenter), complexes, institutes etc.

This endorses their brand imageofa cafthat appeals tocoffee lovers

ofall ages.

PlacePlace

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ServingSizeServingSize

The servingsizeofa product is a measure, notonlyofquantity,The servingsizeofa product is a measure, notonlyofquantity,

but alsoofvaluefor money. The average servingsizefor Cafbut alsoofvaluefor money. The average servingsizefor Caf

Coffee Days main product categories are:Coffee Days main product categories are:

Hot Coffee 210 ml

Cold Coffee 350 ml

Smoothies 350 ml

Chocolate Shake 350 ml

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ServiceService--HandlingHandling

Withinfive minutesofcustomers enteringthe menu isWithinfive minutesofcustomers enteringthe menu is

provided and theorder is served within sixprovided and theorder is served within six--seven minutes.seven minutes.

Quality is maintained throughout but some customersQuality is maintained throughout but some customerscomplaint that coffee is not beingas it used tobeon weekdayscomplaint that coffee is not beingas it used tobeon weekdays

especially.especially.

Service Recovery: Jay customers, irate customers, unsatisfiedService Recovery: Jay customers, irate customers, unsatisfiedcustomerscustomers

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PositioningPositioning

Mostly youngstersofage 15Mostly youngstersofage 15--2929yrs visityrs visit

Mostofthem are the studentsMostofthem are the students

and the professionalsand the professionals

Approximately 200Approximately 200--250250

customers visit the cafbetweencustomers visit the cafbetween

2 pm to8 pm.2 pm to8 pm. Daily visitsofthe customers areDaily visitsofthe customers are

less then the weekend visits.less then the weekend visits.

Customers describe CafCustomers describe Caf

Coffee Day as the place theyCoffee Day as the place they

frequently visit most afterfrequently visit most after

home and workplace/college.home and workplace/college.

It is a place where they meetIt is a place where they meet

friends and colleagues, infriends and colleagues, in

groupsof3or more.groupsof3or more.

BrandImage

A placeofwell trained and

informed staff.

Offers the best made coffee, hot

or cold, beverages andfood in an

invigoratingambience at affordable

prices.

It isfor those whoare youngor

youngat heart.

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Sales Promotion

CafCoffee Day uses special CafCitizen Cardfor rewardingCafCafCoffee Day uses special CafCitizen Cardfor rewardingCafCoffee Days customers. It is a loyalty program togain new customersCoffee Days customers. It is a loyalty program togain new customersand retain the existingones.and retain the existingones.

The CafCitizens Card entitles membersThe CafCitizens Card entitles members

toa 10% discounton allfood and beveragetoa 10% discounton allfood and beverage

bills. The members alsoreceive surprisebills. The members alsoreceive surprise

gifts, alongwith specialoffers and invitationsgifts, alongwith specialoffers and invitations

from CafCoffee Dayfrom timefrom CafCoffee Dayfrom time-- toto-- time.time.

Cafhaveowned a magazine called as CafBeat, which is publishedCafhaveowned a magazine called as CafBeat, which is publishedmonthly at their Bangalore headoffice and distributed throughout themonthly at their Bangalore headoffice and distributed throughout thebranches.branches.

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QUESTION 1

Are you content with

choosing this caf

coffee day outlet

instead of the other

competitors in the

market?

a)Yesb) No

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QUESTION 2

How often do you visit

Caf Coffee day outlet?

a)Almost daily

b)2-3 times a week

c)2-3 times a month

d)Not often

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QUESTION 3

What is the single

most important factor

for you to choose the

caf coffee day outlet?a)taste of coffee/food

b)people/service

c)value for moneyd)ambience/experience

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QUESTION 5

Are you satisfied with

the parking facilities

surrounding this outlet?

a)Yesb)No

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QUESTION 6

How much do you

usually spend in the

caf coffee day?

a)0-40

b)40-80

c)80-130

d)over 130

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QUESTION 7

How much time do you

usually spend at the

caf coffee day outlet?

a)less than half an hour

b)1.2 hour-1 hour

c)1-2 hour

d)over 2 hour

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QUESTION 8

How many people do

you usually go with?

a)alone

b)with 1 person

c)2-4 people

d)>4 people

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QUESTION 9

How do you find the

coffee and other

eatables in the caf

coffee day outlet?a)very good

b)satisfactory

c)below averaged)excellent

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QUESTION 10

How do you find the

ambience along with

the service at the caf

coffee day outlet?a)very good

b)satisfactory

c)below averaged)excellent

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SUGGESTIONSSUGGESTIONS

o They need to follow an aggressive policy to

lure customer as their margin is falling.

o Should introduce some schemes.o Should ask customers their suggestions

regularly.

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Future developmentsFuture developments

Launch 25 cafa monthLaunch 25 cafa month Never be more than 5Never be more than 5

minutes awayfrom a CCDminutes awayfrom a CCD

CCD'sfuture plans include eCCD'sfuture plans include e--

commerce initiatives throughcommerce initiatives throughwhich CCD will deliver nonwhich CCD will deliver non--

perishable merchandise suchperishable merchandise such

as coffee brewingequipmentas coffee brewingequipment

and coffee in bean/powderand coffee in bean/powder

againstorders placedonlineagainstorders placedonline

Intends tohave 900 cafes byIntends tohave 900 cafes by

the endof2008the endof2008--2009 and2009 and

2,500 cafes by 20122,500 cafes by 2012--2013.2013.

InLoungeformat, CCD will serveInLoungeformat, CCD will servefoods and beverages includingfoods and beverages including

meals & in highwayformat will addmeals & in highwayformat will add

breakfast menu.breakfast menu.

Company expects totie up withCompany expects totie up withmore airlinesover the nextfewmore airlinesover the nextfew

months. Its products are currentlymonths. Its products are currently

soldonIndigo, GosoldonIndigo, Go--Air andAir and JetliteJetlite

flights inIndia.flights inIndia.

It is expandingits presence inIt is expandingits presence in

Poland, Hungary, Russia, Dubai,Poland, Hungary, Russia, Dubai,

Saudi Arabia, Kuwait and ChinaSaudi Arabia, Kuwait and China

besides Austria and Pakistan.besides Austria and Pakistan.

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