PRODUCTS AT CAF COFFE DAY

Description of various Food and Beverages:

Hot Coffees

One Line Descriptions: Espresso : Strong black coffee extracted at high pressure and optimum temperature. Espresso Americano : A shot of lightened Espresso diluted with hot water. Macchiato : A shot of Espresso topped up with milk foam. Cappuccino : Strong milk based coffee with a shot of Espresso, milk and milk foam. It is one of the most popular hot coffees at Cafe Coffee Day. Caf Latte : Milkier hot coffee, mild and goes best with coffee flavouring syrups. It has a very thin layer of milk foam. Chocochino : A blend of Chocolate ice cream and Espresso garnished with a dollop of milk foam. It is neither a hot coffee nor a cold coffee. It is a warm coffee.

Cafe Mocha: Chocolate flavoured Cappuccino. Goes best when served with whipped cream. Garnish it with a dash of cocoa powder.

Irish coffee: A light Espresso flavoured with a choice of Irish Cream/ Hazelnut/ Caramel and topped with Whipped Cream. Caffeine Kick: Double shot of espresso diluted with hot water. Black Velvet: A'ristretto'strong coffee served around 5-20 ml. Kenyan Safari : An international coffee with the hidden flavour of Blueberry. Colombian Juan Valdez: Rich, mild international hot coffee with fruity flavour. Ethiopian Qahwah : International hot coffee with a hidden mocha flavour. Hot chocolate : Lots and lots and lots of chocolate.

Cold Coffees

Tropical Iceberg : Ice blended cold coffee with notes of chocolate. It is the most popular cold coffee across the country. Tropical Temptation : A Tropical Iceberg topped with whipped cream and a shot of chocolate sauce. Cold Sparkle: Ice blended cold coffee with a sparkling taste of coconut, it is among the earliest cold coffees introduced in their menu. Iced Eskimo : Ice blended cold coffee with notes of coffee and cream balanced in right proportions. Arabian Heights : Ice blended cold coffee with a distinct flavour of cardamom. Vegan Shake : It is made of 100 % pure vegetable fat and does not contain any animal fat & dairy product. It is unique and is being launched for the first time in the country by Cappachillo : Coffee with sweetened creamy milk served on the rocks. Mochachillo : Chocolate flavoured coffee with sweetened creamy milk

served on the rocks. Cafe Frappe : A judicious blend of ice cream and coffee that gives a smooth and creamy effect. Almond frappe : Almond flavoured rich, creamy cold coffee with whipped cream, garnished with almond flakes. Choco Frappe: A Cafe Frappe with an extra scoop of Vanilla ice cream and a shot of chocolate sauce, garnished with cocoa powder. Devils Own : A smooth blend of cream and coffee drenched with chocolate sauce and topped up with a shot of whipped cream. Kaapi Nirvana : It is their ultimate signature blend, very Indian with hidden Caribbean taste, won the silver medal in the in the world barista championship held in Oslo 2002.Rich coffee taste, heavy body with creamy texture and does not require any additional flavours. Fruit Frappe : A judicious blend of ice cream and fruits having different fruity flavours and thick cool texture. (Mango Frappe, Strawberry Frappe, Pineapple Frappe, Litchi Frappe, Cold Chocolate).

Teas Assam Tea : A strong Tea grown in the best tea estates of Assam. Masala Chai : High grade Assam tea in combination with a Masala bag which is meticulously prepared with pepper, cardamom and cinnamon to give an ethnic feel. Ice Tea : A flavoured cold tea served with lemon juice on the rocks,garnished with a slice of lime.

Granitas / Cremosas Granitas : A cool slush drink in different flavour variants Pineapple Crush : Pineapple flavour. Cool Blue : Orange & hidden flavour of mint. Blood Orange : Orange flavour. Smoothies : Ice-drinks blended with ice cream to give it a creamy texture, which gives a smooth creamy after taste Strawberry/Mango Colada : A smoothie, flavoured with strawberry/mango garnished with whipped cream.

Cremosa : A fizz drink served with fruit concentrate, soda and Ice Cubes Served on the Rocks. (Flavor options: Litchi, Ginger Spice and Pina Colada)

Desserts Mousse Au chocolate : A double layered Chocolate mousse with a combination of milk a dark chocolate & subtle coffee flavour for all the chocolate lovers. Mocha Pastry : A fresh coffee sponge cake flavoured with Coffee cream and syrup. Chocolate Fantasy Cake : Rich Chocolate Pastry pampered with a rich garnish with chocolate truffle swirl. Pineapple Gateaux : Delicious cream and pineapple flavoured cake, very light and refreshing. Chocolate Mousse : Creamy, Fluffy, Smooth, chocolate flavoured dessert, ideal with coffee. Black forest Cake : The all time favourite Choco pastry with cherries suited to our Indian palate.

Sugar/chocolate Doughnut : A deep-fried dumpling doused with cinnamon flavoured top dipped in sugar or chocolate truffle.

Date & Walnut cake : Rich butter base Cake made of delicious combination Dates & Walnut. Chocolate Brownie : A rich dessert made with the combination of chocolate, butter, walnuts best with coffee. [TIP: Tastes best with a scoop of Vanilla Ice Cream.] Banana walnut cake : Delicious teacake flavoured with bananas and walnuts Marble cake : A delicious combination of chocolate and vanilla butter sponge best with tea or coffee, topped with pure chocolate. Try with a scoop of choc ice cream, vanilla ice cream, nuts & chocolate sauce. Cookies : A crisp sweet snack accompanying all coffee and teas with choco chips, chocolate ginger, peanut butter and coconut macaroon flavour options Caf Coffee Day product mix constitutes a wide range of products that appeal primarily to Indian coffee and snack lovers. Products have a decided Indian taste to it - be it food or coffee. They have been trying to capture Indian interest along with classic coffee.

Product Sources:
Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes. Coffee Day has a well-equipped roasting unit catering to the specific requirement of the consumers. The process is carried out under the control of experienced personnel to meet highest quality standards. The most modern technology available is used to maintain consistency and roast the coffee beans to the demanding specifications of the discerning coffee consumers. The coffee beans are supplied to all the cafs from Chikmagalur.The eatables at Caf Coffee Day are catered by different vendors: example: ice creams are catered by Cream Bell, Milk by Amul and samosas by Patsiers Gallery.Caf Coffee Day also sells merchandise through its stores. 5 per cent of the revenue comes from sale of merchandise.

Quality standards:
Caf Coffee Day has a check on quality all the time and in several aspects. The operational in-charge will go around checking business, record keeping, service and check the feedback forms. The food in-charge will look at the way food is being stored, coffee is being made, what is the time take to extract the coffee and so on. Marketing person will go about checking displays, how the merchandise are displayed Serving Size: The serving size of a product is a measure, not only of quantity, but also of value for money. The average serving size for Caf Coffee Days main product categories isdetailed in table: Product Serving Size Hot Coffee 210 ml Cold Coffee 350 ml Smoothies 350 ml Granitas 350 ml

Merchandising:
At Caf Coffee Day merchandise started more as a sentimental thing than as a revenue stream. They wanted to reward coffee lovers and they started selling mugs. People wanted to wear something that reminded them of the cafe so they designed T-shirts and sold thousands of those. But soon it has become a serious business. 5 per cent of their revenue comes from the merchandising. Caf Coffee Day sells various young and trendy merchandise through its stores: Caps T-Shirts Bags Mugs Coffee Filters Coffee Powders Coffee Mints Pens

PRICE Considering that Caf Coffee Day know that its major customer lies in the bracket of 15- 60, it has tried to derive a policy whereby it can satisfy all its customers. From the time it has been established that there have been only minor changes in the pricing policy except under situations like change in the taxation policy of the government. PLACE Caf Coffee Day looks to cater to their target market with strategically located outlets. Their outlets are generally located in High Street/ Family Entertainment Centres.

PROMOTION They do promotion through television, selling tickets of events, have tie-ups with youth brands, association with movies etc. The major players are Caf coffee day, Barista and Mocha .The leader is Caf coffee day with market share of 40% and the challenger is Barista with share of 34%. To maintain its position as a market leader, it has to focus on strategies like maintaining its strengths, minimizing its own weaknesses and working on the weaknesses that its challenger has, to excel. These will help it to retain its current customers and expand its market share.

STRENGTHS High rated tastes and quality of products-Caf Coffee day has a higher ranking than barista in terms of taste and quality. So there is a huge potential to attract more customers and retain the existing ones, Value for money proposition-Cafe Coffee day is considered as an affordable brand, The strategy has worked well so far and is likely to do well in future also. Strong youth orientation-Caf coffee day has a strong youth orientation and has a huge potential of becoming one of the countrys largest youth brands. The untapped market share and potential for growth is enormous.

WEAKNESSES OF CHALLENGER (Barista) Inconvenient delivery process-Barista delivery process received unanimous customer complaints. Customers find it inconvenient to go back to the counter and receive the order. While in the case of caf coffee day, they have a flexible delivery process, where they wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on their table. Barista is perceived as an expensive brand in which Caf coffee day has an advantage so they should continue to keep their prices reasonable to retain their market share. Recommendations on the basis of Weaknesses of caf coffee day Caf coffee day should clean up the dcor at every outlet where unnecessary advertising is taking place. Secondly, it should provide promotional space for its partners with use of clever collaboration and not printed advertisements and posters everywhere. The marketing environment consists of Task and Broad environment.
1.) Broad

Environment: The broad environment consists of various

components Vis Demographic, socio-cultural, economic, political, natural, technological, and legal and Government policies.
2.) Task

environment: The task environment includes immediate actors

involved in producing, distributing and promoting the offerings. It consists of supplier groups, distributors, public, labour, intermediaries, and customers.

 Demographic Factors: As in the case in many other markets, the Cafe Coffee Day industry is being driven to a large extent by the given factors: 1) Age mix: Consumers with age varying from anywhere between 15-60 years are responsible for sales in most of the stores. So we found that elderly consumers are more health conscious and young crowd is more calories conscious and the preferences vary. 2) Income: Consumers in the higher income group tend to spend more in the product than what the middle income groups do. As the product is not a necessity but a want, consumers in middle income group use the product occasionally. 3) Urban and Rural: There is almost no consumption in rural areas and under progress in semi-urban areas but fully operational in urban areas, as the product is not very cheap and out of affordability for major segment of the population in semi urban and rural areas. 4) Occupation: Working executives have a higher purchase potential and also they tend to hold meetings over coffee and students need places to hang out and spend quality time. So the product is more famous in these segments. Socio-cultural factors: Because of different social and cultural factors, the tastes and preferences are influenced. So some consumers may prefer tea over coffee and vegetarian over non-vegetarian food, so accordingly the company needs to satisfy the customers requirements.

 Economic environment: The given figure gives an idea about Indias growing GDP and per capita income. It clearly depicts that purchasing power of people has improved, and so have market opportunities of Cafe Coffee Day. Also the urbanization is expanding and disposable income of people is increasing. Also issues of concern are inflation and recession. Rise in general price indices may effect the purchasing power of many consumers and thus effects the market of Cafe Coffee Day. Recession, leading to decrease in economic growth, job losses etc effects the market of Cafe Coffee Day. Technological Factors: Technological developments in the industry have focused on the fresh coffee (espresso and cappuccino) segment ignoring the soluble coffee segment. However, fresh coffee developments have failed to address significant issues in both milk-based and filter varieties. Milk-based Coffee Equipment Espresso machines must be cleaned regularly to maintain the output quality .Standard of espresso/cappuccino produced depends on operator expertise and equipment maintenance; this leads to significant amounts of substandard coffee being sold at a premium. Filter-based Coffee Equipment Filter coffee must be discarded approximately every 30 minutes leading to inefficiencies. In busy restaurant environments, this policy is often forgotten which leads to substantial substandard coffee being served to customers. Cafe Coffee Day challenges contemporary thinking in soluble and roast and ground coffee technology as well as addressing the problems of milk-based and filter coffee equipment technologies.

SWOT Analysis Strength - Strong brand image - Strong youth orientation - Value for money proposition - Convenient delivery process - Strong base for expansion and growth

Weaknesses - Ineffective promotion Opportunities - Strong brand recall - Presence of huge number of outlets - Pricing Threats Coffee substitute - Rise in cost of dairy and coffee products - Competition from national and international products

CONCLUSION
The best known cup of coffee in town comes from here. You can't miss Cafe Coffee Day; if there isn't one in your neighborhood, there's one near your college/office, You might as well give in, they're taking over. The college crowd is big, because the rates are more or less affordable, office goers hang out here at lunch breaks to take in the laid-back air of the place, first-dates meet here because it's neutral ground, and couples because they're not likely to bump into their parents. You're left alone to play your favorites on the jukebox and nurse your mug of coffee for however long you want. All at a price, of course - Rs. 5 per favorite song and around Rs. 25 for the drink. The range of coffees here, both cold and hot, is impressive. The latte (with cinnamon, if you like it that way), Irish Coffee, Cappuccino and its chocolate-y version, the Mochaccino are the most requested hot coffees. While the Frappe, with chocolate ice-cream blended in, the Tropical Iceberg, which is the classic cold coffee, and the award winning Kaapi Nirvana are the chilled favorites. Order cookies to go with it and, suddenly, none of your problems in life will seem like such a big deal. CCD also does a decent job of the teas, of which it has only three, but the Masala Chai is good. The eats here are also very popular, in fact, many people skip coffee altogether and just come here for the grub. For the most part, though, the food here is nothing spectacular. Their ever-changing menus haven't really improved matters, either. CCD also sells its own range of t-shirts, coffee mugs and bags. Their line of pre-packed coffee powders is steeply priced, but there is no dearth of takers, and the filter-coffee has some dedicated drinkers Its hard to miss: It sports a youthful look. Plush, pleasing interiors, plus colors such as lime green, yellow, purple and orange predominate make Caf Coffee Day a soft-low decibel spot for the trendy youth. Caf Coffee Day, a division of Amalgamated Bean Coffee Trading Company Ltd(ABCTCL), has become a hot brand with the youth. Truly, if excitement has an address, it would be Caf Coffee Day. Its just the place to be.