Analysis of Café Coffee Day and

Barista on the basis of 3 service

p’s and positioning
Rakesh sanwaria 2K7PGPME6
ASIA-PACIFIC INSTITUTE OF MANAGEMENT STUDIES
 Brief introduction about two retail
chains:-
Café Coffee Day:-
ü 3000 cr company.
ü Subsidiary of “Amalgamated
Bean Coffee Trading Co.
LTD”
ü Launched in India in year
1996
ü ISO 9002 Certified Company
ü 552 outlets owned by
company in 90 cities.
Barista:-
ü “Lavazza” has taken over
Barista.
ü ITALY’s NO.1 Espresso
Brand.
ü Now in coming days we will
see Barista in BLUE colure
instead of ORANGE due to
takeover by Lavazza.
ü 130 outlets owned by
company in 3 countries.
Some moments in Café Coffee day
and Barista
 Product Mix:
Café Coffee Day:- Barista:-
ü Hot Coffee ü Hot Coffee
ü International Coffee ü Cold Coffee
ü Cold Coffee ü Steamers
ü Hot Chocolate ü Iced Teas
ü Tea ü Cold Non coffee
ü Power Coffee ü Sundaes and Shakes
ü Cold Drinks ü Desserts
ü Cremosas (soda)
ü Melting moment
ü Ice Cream
ü Cool refereshments
 Unique Selling Proposition:-
Café Coffee Day:- Barista:-
• Use ROBUSTA and CHICORY • Use 100% ARABICA Beans in
Beans in their coffee. their coffee and CREMA for
decorating.
• CREMA shown in two cups
in video…
 Positioning:-
The place the product occupies in consumers’ minds
relative to competing products, and their Unique
Selling Proposition
Café Coffee Day:- Barista:-
• They said that they are the • They said that they are the
place for students and place for professionals and
colleagues social gathering. businessman discussions
• Good place to hangout with place.
friends. • Environment to take healthy
• Enjoy the environment with decission…
Music, Book store, Cyber
café etc…
 Comparison
Café coffee Day
• Café coffee Day has
positioned it self as Cafe
Coffee Day: the best Indian
Food Services Brand .
• A little economical in
comparison with its
competitors.
Barista
• Barista has positioned itself
as an expert coffee maker
with rich Italian experience.
• A little more expensive than
its competitors due to its
unique product quality and
Italian touch.
 Consumer Profile (Consumer they targets)
Café Coffee Day:- Barista:-
ü Targeting 15-29 year old ü Targeting 20 above Male &
Male & Female’s Female’s
ü Consumer visits as:- ü Consumer Visits as:-
a) 25% teen-ages a) 20% Students
b) 38% age between 20-24 b) 80% Professionals and
c) 23% age group belongs to Businessman
25-29 year old persons
d) Students and young
Professionals comprises
around 72% customers.
 P’s For Service Marketing:-
•Employee
•Culture
•Customer Service •How Service Are
Consumed

PEOPLE PROCESS
•Interface
•Comfort Facilities

PHYSICAL ENVIRONMENT
 ü Employee:-
People:- Very soft nature, well trained,
Good in behavior.

ü Culture:-

ü Consumer Service:-
Empathizing on value addition service,
and customer satisfaction.
 üEmployee:-
People:- Soft spoken, fun loving, well
trained.
üCulture:-
Hand picked by Indians. Blended
by Italians.
üConsumer Service:-
offering high quality beverages and food
accompaniments.
Pioneers in establishing the concept of
"organized coffee retailing as an experience
for the customer" at a national level in India
Strong brand equity - connoting "premium"
experience at reasonable cost
 Physical Environment:-
Café Coffee Day:- Barista:-
• Services are provided by • Services are provided by
waiters. waiters.
• Their AMBIENCE that is of • Their AMBIENCE that is of
RED Colour. ORANGE Colour, but in
• CCD provides their coming days it will change
Consumer a Facility of: to BLUE.
a) Music Café • Barista provide their
b) Book Café consumer a Facility to Play
Guitar and Music.
c) Garden café
d) Cyber Cafe
 Process:-
Café Coffee Day:- Barista:-
• Average waiting • Average waiting time
time is 15 min. is 10 min.
• Orders are made • Order are made at
counter.
to waiters.
Thank you