CASE ANALYSIS

Largest caf retail chain with 401 caf is 72 cities

Owns the second largest coffee estate in Asia
Different divisions are
1. Coffee Day Fresh and Ground
2. Coffee Day Express
3. Coffee Day Takeaway
4. Coffee Day Exports
5. Coffee Day Perfect
 CASE FACTS
Maintains high quality by performing regular
quality checks
Customer Profile:
1. Weekly visitors - 35.48%
2. Monthly visitors - 32.26%
3. Daily Visitors - 11.3%
4. Rare visitors - 20.9%

72% of the customers belong to age group 20 -35

years
CASE FACTS

Customers perception of CCD

1. Cool image 80.65%
2. Trendy 32.6%
3. Favored place to spend time with loved ones
43.5%
4. Family outing 11.3%
5. Just Coffee 14.5%
6. Plain/Boring 1.6%
 MAJOR PROBLEMS
Increasing customer focus and loyalty through
various value additions by exploring :
- Conversion of PUSH concept to PULL concept for
gift certificates
Maximising revenues through
add-on merchandise:
- Focus on customer needs and wants
- Not enough add-on product mix to
attract more customers
ISSUES FOR DISCUSSION
STRATEGIES SUGGESTED FOR REVENUE GENERATION
Coffee market in India is growing at a very low rate of
2.2% annually, so merchandise should be the prime
focus
Personalized merchandise can be made for customers
who find a close emotional connect with coffee
As per market survey, customers are more inclined
towards fruit based beverage , so CCD must tap this
segment
Can also export coffee beans to other countries apart
from USA, Europe and Japan
 ISSUES FOR DISCUSSION
DRAWBACKS OF CCDS MARKET OFFERING

There is lack of fruit beverages in the current

offering

People these days being more health conscious

look for baked food and healthy beverages, which
are not available currently
SWOT ANALYSIS
STRENGTH
It is a true coffee conglomerate from producing
coffee beans to serving coffee

WEAKNESS
Could not penetrate into the market segment of age
group beyond 35 years
Also coffee exports is limited to USA, Europe and
Japan
SWOT

OPPORTUNITIES
Has the potential to capture the fruit and healthy
beverage market
Immense opportunity lies in the baked snack food
segment because of growing number of health
conscious customers
Its penetration into European market can lead to
increase in revenue
Merchandise selling can contribute largely to the
increase in profit margin
SWOT
THREATS
Growth of coffee market is very low with 2.2%
annually
Other players like Barista, StarBucks, Costa Coffee,
Frespresso are making their way very fast into this
space
Local players are also offering competition on
account of their low price which attracts bulk of
students