Special Studies in Marketing

7/28/2019 Special Studies in Marketing

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- DAIZY KULKARNI


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POOJA GALA

DOMINIC G

RADHIKA K

RAHUL MYAASH CHOGLE

ROHIT D


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Pioneered the caf concept in India in 1996 .

Its first was opened in Bangalore, Karnataka and

till date has 1319 cafs within 28 states ofINDIA.

It consist of more than 5000 employees.MR. V.G Siddhartha is the founder & Director.


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It is a division of India's largest coffeeconglomerate, Amalgamated Bean Coffee TradingCompany Ltd. (ABCTCL).

ABCTCL grows coffee in its own estates of10,000 acres.

The land value of the plantations is US$250300million.

It is the largest producer of Arabica beans inAsia.

Apart from this, the group also sources coffeefrom 11,000 small growers. ABCTCL is one of Indias leading coffee

exporters with clients across USA, Europe andJapan.


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7 Ps OF MARKETING MIX


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CCD constitutes a wide range of productsthat appeal primarily to Indian coffee andsnack lovers.

Products have a decided Indian taste to it be it food or coffee.

Most of the eatables have been adopted tomeet the Indian taste buds like samosa,

biryani, masala sandwich, tikka sandwichetc.

Thus they have been trying to capture theIndian taste along with classic coffee.


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The best selling item in summer is frappe,which is coffee and ice cream blendedtogether.

The young people favour it. In winter it is cappuccino.

Their merchandising includes funky stuff liket-shirts, caps etc.


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Considering that Caf Coffee Day knows itsmajor customer lies in the bracket of 15- 29,ithas tried to derive a policywhereby it cansatisfy all its customers.

The price for a cup of coffee ranges from Rs.45to Rs 80.

From the time it first started its operations,therehas been only minor changes inthepricing policy of Caf Coffee Day.

The changes havebeen more due to thegovernment taxes than any thing else.

Coffee will be priced at the same price withsome variations in other products.


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The strategy CCD has adapted is to place acafe in every possible location where somebusiness can be generated.

This is a prime factor in determining thesuccess of a retail chain.

Caf Coffee Day looks to cater to their targetmarket with strategically located outlets.

Their outlets are generally located in HighStreet/ Family Entertainment Centres, gasstations, near Colleges etc .


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CCD is involved in all the areas of serious consumerpassion like:

Television: Caf Coffee Day held a contest around a

very popular programme on Zee English calledFriends.

All the six lead characters are shown often visiting acoffee shop.

They have tied up with Channel [V]s Get Gorgeous

contest. Tie-ups : Besides that Caf Coffee Day also tie up lot

of the youth brands.

So they have a contest going on with Levis, anotherone with Scooty, Liril, latest one with Airtel Friends.


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Association with movies:CCD can be seen inmovies like Khakhee and Mai Hoon Na

Sales Promotion: Caf Coffee Day uses

special Caf Citizen Card for rewardingCaf Coffee Days customers. It is a loyaltyprogram to gain new customers and retainthe existing ones.


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The ordering and delivery process in CCD wasearlier based on self- service.

But now in most its coffee shops the waiter

comes and takes away the order and deliversthe order on table.

The delivery time is within 10minutes .


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a)Logo , image, brand: Caf Coffee Day hasused bright red and green colors in its logo.

RED stands for leadership , vitality , passion

for coffee. The GREEN stroke harks back the coffee

plantations that they own.

Caf is noticeably larger in the logo to

denote that Caf Coffee Day pioneered thecaf concept in India way back in 1996.

The font looks as though the letters havecongealed out of a liquid.


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b) Architecture and Decor: Largely wood andgranite based interior with young colours oftoday, like lime green, yellow, orange, andpurple predominate.


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c) Literature:The literature provided by CafCoffee Day is indicative of its youthfulimage. Themenus, posters, pamphlets areall designed to attract young and young atheart.


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People at Caf Coffee Day believethat People are hired for what they knowbut fired for how they behave.

Motivation and personal skill are laidemphasize upon.

Their employees are like friend to thecustomer but at the same time they know

about the international standards of hygieneand cleanliness and personal grooming.


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BUSINESS ASSOSIATESYOUNGSTERS COUPLES


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HOPE YOU HAD A GOODTIME

THANK YOU

Special Studies in Marketing

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