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 ± Public.

 - Restaurants, retail coffee and tea retail beverages.

± 1996.

   ± Bangalore, Karnataka, India.

  ± 970.

 

 ± V.G.Siddhartha Hegde, Founder and Director.

  ± Coffee.

 ± US $ 45 million.


 ± 5000.

  ± Coffee day fresh n ground, Coffee day Xpress, Coffee day take
away, Coffee day Exports,

Coffee day Perfect.

 ± cafécoffeeday .com

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Barista

Café mocha

Costa richa

The coffee bean and tea leaf


 

c!c" is a chain of coffee day in India having its headquarters
in Chikkamagaluru,Karnataka. A division of Amalgamated Bean Coffee Trading Company
Ltd. (ABCTCL), it is commonly known as Coffee Day or CCD. It opened its first cafe in 1996
on Brigade Road inBangalore, and today has the largest cafe retail chain in India ± with 999
.
cafes in 135 cities

Large number of coffee day cafes are located in Bangalore. The cafe chain has had much
success riding, and to some extent creating, the cafe culture wave that swept
acrossmetropolitan India following strong economic growth resulting in an increase in
youth spending power. It has even tied up with WorldSpace and Microsense to enable its
cafes with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle
Road, Bangalore.




Café Coffee Day sources coffee from 5,000 acres (2,023 ha) of coffee estates, the second
largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one
of India¶s leading coffee exporters, with clients across the USA, Middle
East, Europe and Japan.

With its roots in Chikmagalur, the home to some of the best Indian coffees, Coffee Day has
its business spanning the entire value chain of coffee consumption in India. Its different
divisions include: Coffee Day Fresh 'n' Ground (which owns 450 coffee bean and powder
retail outlets), Coffee Day Square (high level coffee bar. one in bangalore.). Coffee Day
Xpress (which owns 730 Coffee Day kiosks), Coffee Day Takeaway (which owns
9000 vending machines), Coffee Day Exports and Coffee Day Perfect (FMCG Packaged
Coffee) division. It is entering the European market by opening two Cafés in Austria as well,
making forays into Pakistan and Germany to set up cafes abroad. The strategy CCD has
adapted is to place a cafe in every possible location where some business can be generated.
So in Bangalore, in the main shopping district, there are six outlets in a 2 km (1 mi) radius
and over 140 cafes in Bangalore alone.

Another model which CCD has adapted is to be present in educational institutions and
corporate campuses either in the form of detailed cafes or its economical model of CCD
express.

These innovative strategies have ensured that the competition is at bay and ensured CCD's
dominance in the Indian market though few of its outlets are incurring losses.

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CCD¶s business strategy has been admirable- striking a right balance between the
price and the product mix. Rather than catering to the connoisseur¶s taste, it has
benefited by serving to the popular taste. Anyways coffee served in these cafés is an
acquired taste for most of us and hardly do we go beyond a cappuccino, a hot chocolate
or a cold coffee and if at all in a mood to experiment may be a latté. Then why have
varieties that a common man can¶t even pronounce, let alone trying them.

Moving on to food, earlier they didn¶t have much to offer for snacking except assembly
line food like burgers, sandwiches, unpalatable samosas and pastries in unadventurous
flavours like pineapple, butterscotch and chocolate. But now the food options have
improved considerably (I particularly relish the corn and spinach sandwich and my cup
of cappuccino with an almond biscotti) and the newly introduced lunch items (like
pastas, biryani, paratha with curry, etc) have received a warm welcome especially by
the corporate crowd. As a matter of fact, whenever I am travelling to new locations and
I am not being my adventurous self I rely on CCD as my comfort food destination. I
have grown to trust CCD for their quality, hygiene and consistency of food.Apart from
food and beverages the CCD team has made a commendable effort in leveraging the
brand potential and the retail opportunity by introducing many brand extensions like
mint, cookies, t-shirts, coffee mugs, etc. and lets not forget that they even pioneered
innovative concepts like jukebox and newsletter which were quite a hit among the
youth.



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CCD is involved in all the areas of serious consumer passion like:

? Television:Café Coffee Day held a contest around a very popular programme on Zee
English calledî
All the six lead characters are shown often visiting a coffee
shop.They have tied up with Channel [V]µs Get Gorgeous contest.
 ? Tie-ups:Besides that Café Coffee Day also tie up lot of the youth brands. So they
have a contest going on with Levis,another one with Scooty, Liril, latest one with
Airtel î
.
? Association with movies:CCD can be seen in movies like Khakhee and Mai Hoon Na

? Sales Promotion:Café Coffee Day uses special µCafé Citizen Card¶ for rewarding Café
Coffee Day¶s customers. It is a loyalty program to gain new customers and retain the
existing ones.

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Talking about the pricing I think they have a very clever strategy- It is by no
means low-priced, but when compared to the price lists of other chains the CCD
menu looks affordable.
Considering that Café Coffee Day knows its major customer lies in the bracket of 15-
29,it has tried to derive a policy whereby it can satisfy all its customers. The price for
a cup of coffee ranges from Rs.45 to Rs 80. From the time it first started its
operations, therehas been only minor changes in the pricing policy of Café Coffee
Day. The changes havebeen more due to the government taxes than any thing else.

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The strategy CCD has adapted is to place a cafe in every possible location where
some business can be generated.This is a prime factor in determining the success of
a retail chain. Café Coffee Day looks to cater to their target market with strategically
located outlets.
Their outlets are generally located in High Street/ Family Entertainment Centers, gas
stations, near Collegesetc .

4) $ .c-/"c*

a)Logo , image, brand: Café Coffee Day has used bright red and green colors in its
logo. RED stands forleadership , vitality,passion for coffee. The GREEN stroke
harks back the coffee plantations that they own.Café is noticeably larger in the
logo to denote that Café Coffee Day pioneered thecafé concept in India way back
in 1996.The font looks as though the letters have congealed out of a liquid.

b) Architecture and Decor:Largely wood and granite based interior with young
colours of today,like limegreen, yellow, orange, and purple predominate.
 c) Literature:The literature provided by Café Coffee Day is indicative of its youthful
image. Themenus, posters, pamphlets are all designed to attract young and
young at heart.

5) $'c*
The ordering and delivery process in CCD was earlier based on self- service. But
now in most its coffee shops the waiter comes and takes away the order and
delivers the order on table.

6) $'$-*
People at Café Coffee Day believe that ƒ


 

  

  

 


Motivation and personal skill are laid
emphasize upon. Their employees are like friend to the customer but at the same
time they know about the international standards of hygiene and cleanliness and
personal grooming.





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