PRESENTATION ON

MARKETING ACTIVITY

PRESENTED BY:Arun GoelAnkit VatsRadhika Goyal

COMPARISON BETWEEN CCD & COSTA

A LOT CAN HAPPEN OVER COFFEE COSTA FOR COFFEE LOVERS

INTRODUCTIONThe coffee industry in India is very peculiar .

• We are not very fond of coffee, most of us still prefer tea and yet coffee chains from all over the world are coming to India

• They are catering to almost all income groups .we have cafe coffee day for middle income groups to Costa which caters to a niche market

• Yet there are subtle clues that differentiate the two

• Eg: cafe coffee day uses a penetrating price policy, this means it tries to sell at the least possible cost, in order to make profits they need higher sales! 1500 stores and counting

• Where as Costa, being a premium product looks for the price skimming policy, by having sales but usually higher customer service. Just opened 100th store in india!

CULTURAL FACTORSFACTORS/ SUB-FACTORS

CAFE COFFEE DAY COSTA

Culture, sub-culture and social class

• middle –middle class•Students•Newly employed

•Upper-middle class•Business Associates•High-earning

SOCIAL FACTORSFACTORS/SUB_FACTORS CAFE COFFEE DAY COSTA

reference groups, family, and social roles and status

•Mostly students and youth•Family and friend-time•Very boisterous crowd•Heavily populated

•High , upper-middle , foreign / tourist crowd•Family and friends time • special emphasis on business friends, kitty party•Usually sparsely populated

PERSONAL FACTORSFACTORS Café coffee day COSTA

•Age, stage in life cycle , occupation , economic circumstances , lifestyle , personality , and self-concept

• all type of age groups but youth are most popular group•Stages:• mostly single and full nest 1•Occupation :• students or recently employed and family•Middle-Middle class•Very social and western. Culture very few groups with less than 3 people•Boisterous crowd

•all type of age groups but older are most popular group•Stages: •mostly single and full nest 1•Occupation : •students or recently employed and family•Middle-middle class•Very social and western. few groups with less than 3 peopleMore mature crowd

PSYCOLOGICAL FACTORSFACTORS/SUB-FACTORS

Café Coffee day COSTA

MOTIVATION , PERCEPTION, LEARNING AND MEMORY

Motivation through friends and certain products like brownie and coffeeTo fulfill social and basic needs

Motivation through Business associates and certain products like brownie and coffee, veg pitta.To fulfill esteem needs in addition to social and basic needs

DISCUSSION WITH MANAGER• Basically for coffee lovers• First co. in INDIA• Expensive than others• Famous among older people age from 30-50yrs.

• Treat customers as GOD• Use Full Cream Milk• Pictola –cup size,regular.• Delighting each and every customer

• COSTA is based on 3 categories:CleanlinessStandard of qualitySpeed of service• Written inside the cup:Beans selected by cino macino.

MARKETING ACTIVITY DAY

QUESTIONNAIREQ1:WHAT TYPE OF PEOPLE COME HERE?

DEMOGRAPHIC

Q 2:what is the currently average age that people come?

Kids ,teenagers and old people.

Q3: SOCIAL GROUP –FRIENDS,OFFICE,KITTY PARTY AND ALONE.

Q4:WHAT THEY ORDER?

Q5:HOW LONG DO THEY STAY?

Q6:ANY SPECIFIC REASON FOR COMING HERE ONLY?

Q7:SUCCESS MANTRA?

THANK YOU

QUESTION?