coffee Day XpressA DIVISION OF CCD

Business Plan For Coffee Day Xpress

Presented by: Gauraw Chaturvedi

Executive Summary Synopsis Mission Key to Success Coffee Industry In India Company Introduction Divison of CCD Marketing Mix for CCD Product Mix for CCD SWOT analysis for CCD Exclusive Business Plan for CCD and CDX Competitors of CCD Awards and Recognition References

Indian consumer is a very interesting entity. The consumer in India is as heterogeneous as the country itself is and Tea and Coffee are the favourite drink in India especially.

In India CAFÉ COFFEE DAY and BARISTA are the two most popular and well-known cafés.

These companies sell similar product but their positioning and target audience are very different from each other.

These players not only sell coffee and tea but also food and other merchandise items

However, they are also facing the competition from the foreign players like Georgia, Starbucks etc

The objective of the thesis is to give exclusive business plan for the francise development in mumbai for Coffee Day Express and subrubs and to measure areas of excellence and areas needing improvement; and provide suggestions for such.

“To be the best franchised convenience café chain by offering world class coffee experience at affordable prices”.

Key Features: 125 years of coffee growing history A fully equipped ISO certified roasting plant with a70000

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

DayExports) Pioneers of the Café Concept in India with itsfirst 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 itscore competency….Coffee

Essentially a youth oriented brand with majority of itscustomers falling in the 15-29 year age bracket

Year Quantity (in MT)

2003 60000

2004 60000

2005 60000

2006 65000

2007 68000

2008 75000

2009 79000

2010 83000

2011 87200

Destination Quantity (In MT)

% to Total

Unit Value Rs/ Tonne

ITALY 62786 25.25 74748

RUSSIA 27288 10.97 88962

GERMANY 21835 8.78 87434

BELGIUM 13989 5.63 78011

SPAIN 11091 4.46 68023

Coffee Day Xpress (A Division of Amalgamated Bean Coffee Treading Compay LTD. )

RS. 3000 Cr. ISO-9002 Certified co ,5000 Acers of coffee

Estate (2nd Largest in Asia )

Leading Coffee Exporter

First Café coffee day in Banglore (1996) on Bridge Road Right now 1000+ Café coffee Day

in 82 cities.

Europe (2) (in the heart of vienna) Karachi (2)(pakistan) Europe (12) Egypt South asia.

Coffee Day Comprises of the following Sub Brands

Coffee Day - Fresh & Ground Café Coffee Day Coffee Day – Exports Coffee Day – Perfect

Every company goes through different phases in the business. The phase is very similar to that of the product lifecycle. In order to sustain in the market and to maintain it market share it is essential for the company to have aright marketing mix.

1) Product :- Coffee Day Xpress menu ranges from hot and cold coffees to several other items. However, the core product is the coffee.Apart from that Coffee Day Xpress also believes inselling other merchandised products.

Core Product:-Exotic international coffees e.g. Capachino Food items e.g. Sandwich, Samosas,Wraps. Desserts and pastries

Supportive Products :-

Funky Caps  Cool T-Shirts  Bags Mugs Coffee Filters Arabica Perfect Charge Dark Forest 200gm

2) Price :-

Coffee Day Xpress has positioned as “Value for Money”. Themajor target customers are the youngsters. Pricing is avery sensitive issue for the Indian consumers

The price of the product has to be kept uniform inorder to maintain the uniformity in all the outlets.

The average spent by the customer is 100-125 ,Their coffee starts from as

long as 15 Rs. However here

are some outlets where the students are given special discounts.

3) Place :- Café Coffee Day outlets are spread across India.

However, there are more number of outlets in the metros and towns. For e.g :-

In Mumbai CCD have 37 outlets largest and most wide spread retail chain of cafes in India

with a current count of 569 cafés in 43cites CCD plans to reach cities like Kolhapur and Nagpur in the

west, Hubli, Belguam and Vizag in the South, Allahabad, Varanasi, Ambala and Patiala, in the North, Jodhpur and Mount Abu in Rajasthan and Bhubuneshwar, Ranchi.

Promotion :-In order to stay with the competition and to keep the Audience interested, they undertake lot

of promotion activities. CCD jointly organizes large number of promotions with the

other companies serving the similar target audience like :-1) Customer Loyality Programme2) Smart card Programme3) Having their own magazines4) Promotion with the partners like Oyester Bay an Fame

adlabs.5) Tie-Up with the company like EBD Book café,Levi,Himalaya

for promotion.6) Tie-Up with movie industry also.

Coffees & Teas Refreshing Alternatives

Eatables

Hot Coffee Granitas Melting Moments

EspressoEspresso AmericanoMacchiatoCappuchinoCafé LatteChococinnoCafé MochaIrish Coffee

Blood OrangeCool BluePineapple CrushEmerald IceRuby Surprise

Banana n’ Walnut CakeBanana Chocolate MousseBanana Caramel pieChocolate DoughnutCookiesMarble CakePineapple GetauxChocolate Cake

International Coffee Smoothies Ice Creams

Colombian Juan ValdezEthiopian QahwahKenyan Safari

Mango ColadaStrawberry Colada

VanillaChocolateSeasons Best

Cold Coffee Smoothies Quick Bites

Sweet MintCold SparkleBrandied Banana

LitchiGinger SpicePina Colada

SamosaPuffPizza

Cold Coffee Cremosas Quick Bites

Tropical IcebergIced Eskimo

Ginger SpicePina Colada

CroissantFrench FriesKathi RollWrapsBiryaniSandwichesKulchaBurgerPastaMasala Sandwich

Coffee Add-ons Cool Refreshers Special Varieties of Teas

HoneyFlavoured SyrupsRed EyeWhipped CreamScoop pf Ice creamChocolate Sauce

Fruit JuicesMineral Water

Assam TeaMasala ChaiLemon ‘n Ice TeaKashmiri QahwahApple n Cranberry ice tea

Strenghts :- Products of extremely good quality and taste. Its 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 its considered a highly affordable brand. Large Number of outlet. In house sourcing of coffee beans. Tie Ups with good companies

Weakness :- Weak brand image and lacks strength to maintain brand

loyalty. Many of the CCD stores are incurring loses due to wrong site

selection.

 

Limited Target Audience. Follow the competitor strategy. Quality of food- Stale breads. Loud and Hard MusicOppurtunities :- Coffee cafe industry is one of the fastest growing industry

in Asia. More people like to visit CCD for informal meetings . CCD has gone international, and is planning to attract

many new international markets, hence gaining international recognition

Provide Excellent Income plan for Individuals with a low fund investment as franchise.

Large Untapped Market Tie-ups with other companies for promotion

Threats :-

Competition with other coffee cafes like Barista, Mochas. Other hukka  palours like Sheshas , Peshawar , Koylas, U

Turn are also gaining lot of attention and preferred by young generation to hang around which in turn is attracting the market captivated by CCD

Entry of Foreign players like Georgia, Starbucks etc. Large unorganized market.

As Coffee day xpress having multiple presence in Railway stations, Shopping malls, Airports ,Petrol stations , High streets ,Hotels and High Traffic area in Mumbai.

In order to develop franchise rapidly we need to focus in different sector also i.e. Educational sector ,Hospitals, Work campuses and also the last but not the least main local railway stations like Dadar , Mumbai central, Thane ,LTT also.

In the next slide some name of the famous mentioned sector is given wherein we need to Implement our business strategy to develop franchise for Coffee day xpress

Indira Gandhi College Of Engineering – Koperkhairne (Navi mumbai)

Lokmanya Tilak College Of Engineering – Koperkhairne ( Navi mumbai)

A C Patil College Of Engineering – Vashi (Navi mumbai) Jamnalal Bajaj Institute of Management, Mumbai Somaiya Institute of Management studies and Research –

Vidya vihar, Mumbai NMIMS University – Vile Parle , Mumbai Welingkar Institute of Management Development &

Research – Matunga, Mumbai The Institute of Technology & Management – Chembur,

Mumbai Tata Institute of Social Sciences (TISS) – Deonar, Mumbai Institute of Technology and Management – Kharghar,

Navi Mumbai

Holy Spirit Hospital - Andheri (E), Mumbai Jeevan Vikas Kendra - Andheri (E), Mumbai  Asian Heart Institute - Bandra (E), Mumbai Northcote Nursing Home – Colaba, Mumbai Sai Baba Hospital - Kopar Khairne, Navi Mumbai Bombay Hospital – Marine Lines, Mumbai Asha Parekh Hospital - Santacruz (W), Mumbai Silver Mind Psychiatric Hosp - Thane (E), Mumbai Lilavati  Hospital -Bandra (W), Mumbai Belapur Hospital Belapur, Mumbai Sterling Hospital - Vashi , Navi Mumbai Tata Memorial Research Centre for Cancer –

Kharghar, Navi Mumbai

Lodha Group – Bhandup (W), Mumbai Union Bank of India – Dahisar, Mumbai Indusind Bank – Dadar (E), Mumbai Procter & Gamble Hygiene & Healthcare Ltd - Andheri

(E), Mumbai Cadbury India Ltd (Head Office) - Pedder Road,

Mumbai Nicholas Piramal India LTD - Dadar West, Mumbai I T C Ltd in - Cuffe Parade,Mumbai Hindustan Lever Ltd - Goregaon East, Mumbai American Express Bank Ltd – Churgegate, Mumbai Bank of India – Vashi, Navi Mumbai Canara Bank – Nerul, Navi Mumbai Syndicate Bank – Kalamboli, Navi Mumbai State Bank of India – Turbhe, Navi Mumbai

Apart from that there are hundreds of places in Mumbai where we can target for franchise development like Governmentoffice,LeadingITES/BPO,Cement,Finance/Insurance,Sofware,MediaIndustry,Telecom,Construction,Healthcare/Pharma,Industry, Logistic/Shipping Companies,Real estate,Oiland Power Industry , Corporate and IT Park.

Costa coffee Coffee world Mocha Etal Barista

• “Café Coffee Day is about fun, youthfulness and celebrations. Our customers celebrate the Valentine season in cafes with their friends, family and other loved ones. CCD Luv Zone has been created to enhance the spirit of love and to act as a Love Advisor."

Sudipta Sen Gupta Sr. GM (mrkt.) Café coffee Day.

Coffee with Karan CCD starts coffee with “Stars”

A lot can happen over coffee.

Cafe Coffee Day has been awarded as the Best Coffee Bar in Ahmedabad by Times Food Guide for the 3rd Consecutive year

Best exclusive brand retailer of the year 07 Cafe Coffee Day takes top honours at Coca Cola

Golden Spoon Awards 2010  Shadows Menu launch January 2009 Franchisor of the Year 2010 in Food & Beverage:

Cafe & Bakery and Popular Choice Award for Franchisor of the Year 2010 :Investment up to Rs 5 Lakhs

Marketing Management By Philip Kotler

www.coffeeday.com

www.coffeedayxpress.com

www.google.com