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A LO T C A N H A P P E N OV E R

COFFEE

ABOUT THE INDUSTRY

Caf Coffee Day (C.C.D.) is Indias largest coffee


conglomerate, the Amalgamated Bean Coffee
Trading Company Limited (ABCTCL). Popularly
known as Coffee Day was formed.
Its origin lies in the golden soil of Chikmagalur that a
traditional family owned a few acres of coffee estates,
which yielded rich coffee beans.
V.G.Siddhartha Hegde Founder & Chairman of
Amalgamated Bean Coffee Trading Co.
His family owns 10,500 acres of coffee plantation farms
in Karnataka.
Venu Madhav Head of Operations at C.C.D.

MISSION AND VISION

Mission:- To be the best Cafe chainby offering a world


class coffee experience ataffordable prices.

Vision:- To be the only office for dialogue over a cup of


coffee.

DIVISIONS OF COFFEE DAY

Coffee Day - Fresh & Ground


Caf Coffee Day
Coffee Day Vending
Coffee Day - Xpress
Coffee Day Exports
Coffee Day Perfect
Caf Coffee Day is the part of Indias largest coffee
conglomerate named Coffee Day, Rs.750 crore ISO 9002
certified company.

COMPETITOR ANALYSIS
The Biggest Competitors for CCD are :

BARISTA
CAF MOCHA
QWICKY
COSTA COFFEE
JAVA GREEN
CAF PASCUCCI

MARKET SHARE
15%

Others
Barista

Indirect Competitors
MC DONALDS, HALDIRAM
LOCAL CAF SHOPS
Global Competitors
STAR BUCKS

60%

25%

CCD

7PS OF MARKETING

Product

Wide range of products appealing to Indian coffee


and snack lovers.

Indian taste.

Eatables adopted to Indian taste buds like samosa,


biryani, masala sandwich, tikka sandwich etc. Indian
taste along with classic coffee.
Merchandising includes funky stuff like t-shirts, caps
etc.

Price

Major customer -15- 29 yrs, Price ranges - 20 to 200.


Minor changes (majorly - government taxes)

Place
o

Strategically located outlets (High Street/ Family Entertainment


Centres).

Promotion

C.C.D. does not look at mass media as a viable area of advertising.


o Television (Zee English called Friends, Channel [V]'s Get Gorgeous).
o Tickets Sales (IPL).
o Movies (Main Hoon Na, Kyun Ho Gaya Na, etc).
o Sales Promotion (Offer coupons, Gifts vouchers, Caf Citizen Cards).
o Caf Beat- an in-house magazine.
o Tie-up with World Space & Micro sense to provide satellite
connectivity.
o

Process

Order process - Based on services (Customer read menu and order).


o Flexible delivery process (Customer can go directly, take the order
placed or order delivered on his table).
o

People

People at C.C.D. believe that People are hired for


what they know but fired for how they behave.

Motivation and personal skill are laid emphasis upon.

Physical Evidence

Logo

Red signifies Leadership and Passion.

Larger font- Emphasis on the word Caf.

White Swirl signifies purity of purpose & the feel of


coffee.

Architecture and dcor uses bright colours & interiors.


Designing of pamphlets posters & menu to attract the
youth.

CUSTOMERS PRIORITY
Factors considered while selecting a coffee shop
Quality of Services

Items in the menu

Pricing

24%

42%

11%

11%
13%

Location

Ambience

RE-BRANDING

OLD LOGO

NEW LOGO

RE-BRANDING

Earlier perceived as a place where intellectual


meet.
Positioned itself as a coffee bar and has
maintained that position for a long time now.
CCD saw a latent market in youngsters.
For youngsters- CCD is a fun place where one can
go anytime of the day and have fun with friends.
In 2002, CCD underwent a re-branding exercise.
CCD spent INR 1.5 billion to redesign existing
cafes in 2009.

CAF COFFEE DAY PRODUCTS


COFFEE & TEAS

REFRESHING
ALTERNATIVES

EATABLES

HOT COFFEE

GRANITAS

MELTING MOMENTS

ESPRESSO
MACCHIATO
CAPPUCHINO
CAF LATTE
CHOCOCINNO
CAF MOCHA

BLOOD ORANGE
COOL BLUE
PINEAPPLE CRUSH
EMERALD ICE
RUBY SURPRISE

BANANA n WALNUT
CAKE
CHOCOLATE DOUGHNUT
COOKIES
MARBLE CAKE

INTERNATIONAL
COFFEE

SMOOTHIES

ICE CREAMS

COLOMBIAN JUAN
VALDEZ.
KENYAN SAFARI.

MANGO COLADA
STRAWBERRY COLADA

VANILLA
CHOCOLATE
SEASONS BEST

COLD COFFEE

CREMOSAS

QUICK BITES

SWEET MINT
COLD SPARKLE
BRANDIED BANANA
TROPICAL ICEBERG

LITCHI
GINGER SPICE
PINE COLADA

SAMOSA
PUFF
PIZZA
KATHI ROLL

ONLINE SALES

Online Sales by C.C.D. is also one of the


revenue-earning
sources.
Products
are
displayed
on
its
website
www.cafecoffeeday.com.
Customers may pay through VISA or Master
Card or PayPal.

INTERESTING FACTS

C.C.D. does not use sugar as raw material in any


of its preparations but uses milk cream & Sugar
Free as raw material.
Ice-creams & other eatables are out-sourced from
Amul & local vendors of reputed brands.
All-Day Refresher, most selling product of C.C.D.
whose selling cost is Rs. 100 has a prime cost of
just Rs. 20 & rest all is profit to C.C.D.

RECOGNITION & REWARDS

C.C.D. won 8 of 10 awards at India Barista Championship


2009. The awards are:
Platinum Award.
Best Espresso.
Best Cappuccino Felix Daniel Mathew, Manager Food &
Beverages, C.C.D., Bangalore.
Most Promising Talent Adwiti Tarkire (C.C.D., Trainer).
Silver Award Sam Rosario (Asst. Manager, Level 1, C.C.D.,
Chennai).
Bronze Award.
Best Signature Beverage.
Best Barista Technique Naveen Kumar CA(Trainee Area
Manager).
Bags the Best Coffee Bar title for the 3rd consecutive year.
Top honours at Coca Cola Golden Spoon Awards 2010.

CONCLUSION

C.C.D. is the fastest growing Caf in the country.

The major competitor undoubtedly Barista.

That Caf Coffee day is planning to go international.

The other major things regarding service marketing


is that customers give top priority to the quality of
the services / products and ambience.

It is providing tough competition to its competitors


by satisfying its customers with great caf
experience.

A lot can happen over coffee message has


touched the hearts of youngsters who are the
largest consumers of C.C.D.

Thank you

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