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Study the Impact on Retail Indian Coffee Industry with the Advent of Coffee Shops. (With Emphasis on Cafe Coffee Day)
BY Divya sharma





The project is the result of the efforts of many people. I would like to place on record my sincere thanks to the various people for their assistance, guidance and co-operation for the successful completion of this project. First and Foremost, we owe our sincere thanks to army Institute of Management & technology for all the support provided. I also thank Prof. PARUL GUPTA, faculty guide, AIMT, GREATER NOIDA who has sincerely supported me with the valuable insights into the completion of this project. My overriding debts continue to the respondents without the time and sincere efforts of whom the project would not have got its current shape. And last but not the least friends and family members who have given us enough support, encouragement and blessings without which the completion of this project was not possible.


I, Ms. DIVYA SHARMA do hereby declare that the project report titled Study the Impact on Retail Indian Coffee Industry with the Advent of Coffee Shops.(With Emphasis on Cafe Coffee Day) is a genuine research work undertaken by me and it has not been published anywhere earlier.


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India has always been predominantly a Chai (Tea) drinking nation. However, there has been a sudden change in this trend with coffee becoming more and more popular in recent times especially among the younger population. The roadside Chai (Tea) thelas (shops) outside colleges and offices have been replaced by hip coffee joints like Barista and Caf Coffee Day. The Chai (tea) that used to cost couple of rupees (5 cents) is replaced by coffee costing something like Rs. 100. India has now becoming one of the fastest growing coffee markets in the world. According to Technopak Advisors, a global retail consultancy firm, the organized coffee retail business in India is over Rs.8 billion ($17 million), and the potential for coffee retail outlets are nearly 3,000 With the Indian middle class consumer ready to spend more and be a part of global lifestyle and culture, coffee parlors in the country are on an expansion spree. From small-sized coffee parlors to classy coffee lounges leading coffee retailers such as Caf Coffee Day, Barista, Costa Coffee and Coffee World have all been fighting hard to lure Indias growing middle class.

Cafe culture is the latest trend to take the nation by storm. It joined the race simultaneous with the satellite culture. Although not as big, the culture has nonetheless caught on the consumer fancy and has spawned quite a few coffee chains. Amongst the big guns is Amalgamated Bean Coffee Trading Companys Cafe Coffee Day. This study cannot be complete without looking at the ever changing habits and preferences of consumers

The consumer profile in India especially is one with varied cultural and traditional influences. In terms of coffee, southern India is supposed to be one of the major consumers of same as compared to the Northern and other parts of India.

Filter coffee is the preferred drink in south while instant coffee in north. Price also plays a major significant role in their purchase decision.

In this study i have looked at the consumer from the following aspects: Their Monthly disposable income Services offered to the consumer Quality of the Product Demographic segmentation of consumers Price Consumer Perception towards such upcoming retail services in India is another consideration.

Index S. No. TOPIC Objective of the study Section 1.LITERATURE RIVIEW Indian coffee industry About caf coffee day Positioning Product analysis Generic competition Distribution strategy Competitive strategy Market expansion Section 2.RESEARCH MEATHODLOGY Sampling technique Data collection Sample size Participants profile Instrument Statement validation Section 3 Result and analysis Section 4 Suggestions Section 5 Conclusions 22 23 25 26 26 27 28 40 43

PAGE 8 10 12 14 17 18 19 20 21

Section 6 References Section 7 Appendix 45 47


The reason for selecting the brand Cafe Coffee Day as the subject for research study Was to understand how the various attributes present or absent, with respect to a product affects the buying behavior of the consumers

The study was important to gain valuable insights into the behavioral patterns of the consumers when it comes to buying a product which has a premium attached to it. 1. Is Price is the sole deciding factor while buying Coffee at Cafe Coffee Day. 2. Who are the loyal customers of Cafe Coffee Day.

It was also necessary to understand how people react to a product which has a snob value attached to it and to understand the level of acceptability of a product when certain attributes are available and when certain attributes are absent

The study was also undertaken to analyze whether there was any scope for improvement for the subject under consideration and what can be done to improve its standing vis a vis its competitors.

Section 1
Literature review


India ranks 5th among the top 10 countries of the world, accounting for 3 % of the total world coffee production and exporting 80 % of the total produce.

It is also the 5th largest coffee producer. Being a traditional tea consuming country, the average coffee consumption in India was quite low at 10 cups per person annually. People in the Northern region preferred instant coffee in contrast to the people in the south, who preferred traditional filter coffee.

Coffee, a household beverage confined to South India became quite popular in the late 1990s. The late 1990s saw the emergence of coffee chains. Moreover, there was a transition from the conventional and out dated coffee house to a more sophisticated and trendy coffee bars. In the late 1990s, non-traditional coffee retailing outlets like coffee bar chains, coffee vending machines, and specialty coffee powder shops offered exciting growth opportunities. They constituted 50 % of sales in the Indian Coffee Industry. The growth of these specialty and gourmet coffee shops was a result of the economic and demographic changes, higher disposable incomes, increasing number of working women, and increasing awareness and exposure to global trends

Today's Coffee Drinker

Today's coffee drinker who visits the cafs is mainly the youth between the ages of 15 and 35. Students form a majority of the customer base for the cafs. Caf Coffee Day estimates that about 60% of the footfalls in its 300 plus outlets are those of students. Barista estimates the same to be 40% in its outlets. Many of these youngsters consider a caf as a meeting place for discussing their projects or just interacting with other students rather than as a place that just serves coffee. Many of these outlets have juke box music, wi-fi connections, and even a cell phone charging station. It's a place where one can sit, talk, relax and incidentally drink a cup of gourmet coffee with added flavors such as chocolate, caramel, and hazelnut. Hence, many outlets serve more than just the various varieties of gourmet coffee. Since students and youngsters in general prefer

snacks rather than meals, cafs serve both Indian and continental snacks. Costa Coffee as part of their menu is planning on introducing wraps and actually adding an Indian flavor to suit the local palate.

Barista and Caf Coffee Day have entrenched themselves into the minds of the consumer. They have outlets at almost every street corner and concentrating more on areas, which are likely to be visited by youngsters. It would be rather difficult to steal customers from the two leading chains even though they might claim to offer a `smoother' blend. Pricing will be a major factor in this regard. Starbucks and Barnie's might invite traffic into their outlets initially for the novelty aspect but might not lead to a loyal customer base as consumers might realize that they are paying a huge price for the `un-perceived' value of a `smoother' blend. Whether these foreign players will really make inroads and what slice of the pie they will take is yet to be seen. It's certainly worth the wait to see them make a mark in the mind of the consumer.




Caf Coffee Day is a chain of coffee shops in India. A division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), it is commonly known as Caf Coffee Day. It opened its first cafe in 1996 on Brigade Road in Bangalore, and today has the largest caf retail chain in India - with 450 cafes across 69 cities in India. The cafe chain has had much success riding, and to some extent creating, the cafe culture wave that swept across metropolitan India following the BPO boom and the resultant increase in youth spending power. With a hip, trendy image, the chain attracts a lot of young folk who work in BPO businesses. Its different divisions include: Coffee Day Fresh 'n' Ground (which owns 350 coffee bean and powder retail outlets), Coffee Day Xpress (which owns 341 Coffee Day kiosks), Coffee Day Takeaway (which owns 7000 vending machines), Coffee Day Exports and Coffee Day Perfect (FMCG Packaged Coffee) division. It is now entering the European market as well, making forays into Pakistan, Austria and Germany to set up cafes abroad. One unique aspect of Caf Coffee Day is that it grows the coffee it serves. The coffee beans are produced in the golden soil of Chikmagalur. Caf Coffee Day has created its own identity. When one thinks of a caf its got to be Caf Coffee Day. The font used for Caf is called SLURRY. The upward swirl in the logo depicts the freshness and the aroma it provides with every sip. It has emphasized great attention in choosing the colours, which is young and vibrant. The Tag line - A LOT CAN HAPPEN is aptly chosen for the brand whose major


objective is to cater the youth in the 1529 year age bracket. The location chosen by Caf Coffee Day also ensures that people can rejuvenate and be themselves. It has a well equipped roasting unit catering to the specific requirement of the consumers. There are Self service counters/outlets, but table service is also provided.

Cafe Coffee Days after sales service team are well trained and certified to service a wide range of manual, semi-auto to fully-auto Coffee machines and related equipments.

The vast knowledge and experience of Cafe Coffee Day Coffee team will enable them to serve customers well. They have been able to secure a strong foothold in the marketplace by ensuring customers are happy and need not look anywhere else for the best service and product range. Customers have attested to the consistent flavors and aroma of premium quality Coffee and comprehensive range of other products, made even better by prompt and friendly service.

Cafe Coffee Day Coffee Team is confident that being part of a global network which will give them strength and diversity as they strive to improve to service customers better.Caf Coffee Day believes that - People are hired for what they know but fired for how they behave.


Caf Coffee Day, at its inception in 1996 was the vanguard of a caf culture in India. At a time when the country was growing well economically and young India enjoyed higher spending power, CCD as it is popularly known, started to set up the first retail chain of coffee bars. It broke new ground in 1999 when the entire market grew phenomenally with the entry of new players. From the beginning, it positioned itself as being a coffee bar and has maintained that positioning for a long time now. For a consumer, CCD represents a fun place where one can go with a whole bunch of friends at any time of the day and have a good time, over coffee. In 2002, Caf Coffee Day underwent a rebranding exercise through a change in its logo. The earlier logo was a simple red square with a white streak running across, and Coffee Day written at the bottom. At this stage, CCD was still perceived as a South Indian coffee joint similar to the Coffee House in Kolkata, a place where intellectuals meet and spend their time discussing issues. CCD saw a latent market in youngsters, who were increasingly looking for a place to spend time with friends and have fun. It then created an umbrella mother brand, Coffee Day and four subbrands to represent the various activities. The logo then incorporated red, white and green colours, a larger font and emphasis on the word Caf. According to the company, red signifies leadership and passion and the white swirl stands for purity of purpose and the feel of coffee. The new colour green endorsed the long heritage of CCD in growing coffee.



Caf Coffee Day does not look at mass media as a viable area of advertising or marketing spend. CCD is advertised through barter deals with other brands for ground events

BELOW-THE-LINE ACTIVITIES 2003- Levis launched a new range of Low Rise jeans through a campaign called 6 below. CCD displayed POPs of Levis in all its outlets during the campaign. 2004- The launch of Liril Orange soap by HLL was conducted in Caf Coffee Day. 2004- TVS Scooty tied up with CCD for events in the coffee bars and at malls on Valentines Day in February. 2004- CCD was the official ground partner for the Channel V Get Gorgeous contest

SALES PROMOTIONS Merchandising- Every CCD stocks merchandise ranging from coffee mugs, T-shirts, caps, bags, coffee filters, mints, different flavours of coffee powders, tea and cream, wafers and biscottis. It also merchandises promotional materials for other brands it associates with. When some brands are conducting events for which passes are distributed or movie premiere tickets are given out, CCD is an important hub for these activities as most of the target market. CCDs Guide to Active Holidays- It is a travel guide focusing on adventure sports and is available in the CCD outlets, for people seeking escapade from monotonous life. Caf Beat- An in-house magazine which gives the entire low-down on whats happening in CCD outlets across the world. It describes experiences of customers, celebrations in CCDs, and covers youth-centric topics like movies, music, travel, lifestyle, e-dating, books and careers. Around 38% of CCD

goers read Caf Beat and some carry it back with them. CCD has now tied up with WorldSpace and Microsense to provide satellite connectivity in its outlets.


Caf Coffee Day has its main consumer base in the age group of 15-29 years. Its customers are mainly middle class and upper middle class youth who are upwardly mobile. From the market, CCD seeks to target not just the youth but anyone who is young at heart. More than 10% of their customers are above 35 years of age. The evidence of the connect CCD has been able to make, particularly among the youth, comes from the findings of Brand Equity's Most Trusted Brands 2008 survey. In the food services category, CCD ranks No 2, while McDonalds stands at No. 3 and Barista lags at No 5.


Caf Coffee Day has different caf formats across different cites. They can be categorized into Music Cafs, Book Cafs, Highway cafs, Lounge cafs, Garden cafs, and Cyber cafs. Every format has a different feel to it. Also, Caf Coffee Day changes or makes fresh additions to its menu from time to time. This includes having specialty coffees from different countries, exotic desserts and pina coladas. Since the target consumer is of an age where one constantly seeks change, this makes sure that the consumer does not get bored with a repetitive style and seeks new places to go to. Caf Coffee Day has changed its interiors twice since inception. First, during its rebranding in 2002, where it brought in big photographic wall mounts of coffee experiences, and yellow chairs and marble tables. In 2006, it again changed its dcor to cane chairs to give the outlets a more causal feel. Caf Coffee Day has hence constantly reinvented its look to keep up with the ever-changing wants of its consumers.

Coffee Day Comprises of the following Sub Brands Coffee Day - Fresh & Ground Caf Coffee Day Coffee Day Vending Coffee Day - Xpress Coffee Day Exports Coffee Day Perfect


DIRECT COMPETITORS: Barista- This is the closest competitor to Caf Coffee Day in the Indian market. They target the same class of upwardly mobile youth and young professionals. But Barista is often viewed as a place to unwind after a hard days work or an ideal setting for some business meetings. Caf Mocha- This aims at providing a level of experience to the consumer which is hard to imitate. Inspired by Morocco and Turkey, Mocha offers not just coffee but also sheeshas from Egypt and gourmet desserts. Mocha calls itself a coffee shop for the soul. Qwicky- Based mainly in Bangalore, Qwicky has a strong local hold in South India.

INDIRECT COMPETITORS: Eateries like McDonalds and Haldirams pose competition to CCD as they are likely attractions for a consumer to be drawn to. A consumer can well contemplate why he should spend around Rs. 45 on a coffee when he can get a burger and a coffee for the same price at McDonalds. Local tea joints and coffee shops like Caf Nescafe- They are smaller places but nevertheless target the same set of consumers. Hence, CCD has to consider the threat a shop like this could pose to it.

GLOBAL COMPETITORS: Starbucks is planning to enter India shortly and would be stiff competition for even an established brand like CCD. Coffee bars in the market of the other country that Caf Coffee Day is entering is also be a factor CCD will have to plan for before entering a market


Today CCD has the largest network of cafes in India, with over 607 Company Owned Company Operated cafes across 98 cities. But they do not follow a franchising strategy. The channel partner has no involvement in the daily operational activities of the Caf in the retail space. Neither would he have to invest in operational capital equipment or branding or marketing and promotion of Caf Coffee Day.



Caf Coffee Day which follows a backward integration of the value chain procures coffee beans from its base in Bangalore. This gives it a high sense of quality assurance and guaranteed supply across its outlets as the same raw material is used in all outlets. But Barista is a combination of imported coffee beans and beans from Tata coffee. This is a relative disadvantage because if there is a discrepancy in the quality or supply, Barista would have to consider alternatives and probably look for another supplier. Similarly, the food items available in Caf Coffee Day are obtained from local suppliers whereas Baristas food is catered by the Taj caterers. Caf Coffee Day would hence, have a lower-cost advantage. The brand strength of Caf Coffee Day in comparison to Qwickys and Caf Nescafe is far its reach is on a countrywide scale greater and

Caf Coffee Day has an advantage of top-of-mind recall for coffee-shop-goers in India, especially because it set the caf ball rolling in the country.

It is a place where a lot of young people can meet, chat, have fun and let their hair down, rather than sit and sip a cup of coffee in prim and proper serenity. This is one of the main factors for why it is chosen over places like Barista or Mocha.

Caf Coffee Day uses special Caf Citizen Card for rewarding Caf Coffee Days customers. It is a loyalty program to gain new customers and retain the existing ones. The Caf Citizens Card entitles members to a 10% discount on all food and beverage bills. The members also receive surprise gifts, along with special offers and invitations from Caf Coffee Day from time- to- time


Section 2 Research methodology


The sampling technique applied was the stratified sampling technique. Target population was first identified as students and working executives under the assumption that these segments were among the most frequent users of the product said

Thus two mutually exclusive strata were formed. Next from each strata at random, respondents were identified and questionnaires were distributed so that data can be collected. Also age group was one of the factors that would be considered for deciding the basis of collection of information. Within stratified sampling, simple random sampling was used as questionnaires were distributed at random to students and the working executives.

One of the shortfalls of the above technique would be that other consumers such as those constituting a family have been completely ignored as only students and working people have been considered. Had the above segment been included, my study would have been more comprehensive and could have given us another dimension to look into.


Data was collected in the form of personal interview i.e. using the concept of mall intercept. This method was selected, as it was the fastest way to collect data. If more time was available then the respondents could have been targeted directly in the Coffee shop at the appropriate time. Thus the primary data was collected through Surveys, whereas the source for secondary data was the various websites.

Since focus was only those Respondents who have visited Cafe Coffee Day, survey area would be concentrated near Cafe Coffee Day outlets.

Chandigarh Sector 11 Sector 35 Sector 28 Sector 10


The statistical tools which will be used are as follows:

a) Graph and Frequencies

b) Any other tool based on the type of data collected

The questionnaire consisted of both open ended and close ended questions. Some sample questions that were asked were: a) Have you ever visited Cafe Coffee Day? (Y / N)

b) What do you like most about Cafe Coffee Day?


1) Ambience 2) Service 3) Coffee 4) Any other


Took a pilot survey of 20 candidates and asked them, What is the deciding factor while buying Coffee at a Coffee Bar. It was found that 75% of the sampled respondents in the pilot test were affected by the price. Thus we took price as the parameter for evaluating perception of Coffee bars.

P (estimated proportion of success) = 0.75

Q (estimated proportion of failure) = 0.25 The formula for estimating sample size in case of proportion is N = (Z/E) 2 P * Q

Z (95% confidence level in standard error units) = 1.96

E (maximum allowance of error between true proportion and sample proportion) = 0.10

N = (1.96/0.10)2 * .75 * .25 =72.03=72 (app.)

Therefore N = 72 (approx)

Thus our Sample Size will be 72 respondents


The consumer profile in India especially is one with varied cultural and traditional influences. In terms of coffee, southern India is supposed to be one of the major consumers of same as compared to the Northern and other parts of India.

Filter coffee is the preferred drink in south while instant coffee in north. Price also plays a major significant role in their purchase decision.

In this study we have looked at the consumer from the following aspects: Their Monthly disposable income Services offered to the consumer Quality of the Product Demographic segmentation of consumers Price Consumer Perception towards such upcoming retail services in India is another consideration.

The instrument used here is questionnaire. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton.


To check the validity of statement

STATEMENT 1 To test which attribute plays the major role in drinking Coffee at Cafe Coffee Day 1. Price is the sole deciding factor while buying Coffee at Cafe Coffee Day 2. Price is not the sole deciding factor while buying Coffee at Cafe Coffee Day STATEMENT 2 Testing the brand loyalty of the customers. 1. Students are not brand loyal to CAFE COFFEE DAY. 2.Students are brand loyal to CAFE COFFEE DAY. Time spent at CAFE COFFEE DAY is directly related with amount spent


Section 3

Results and analysis






From the table it was observed that 28% of the working respondents (i.e. 10 out of 36 working respondents) only visited Cafe Coffee Day. On the other hand only 16% student respondents (6 out of 36 student respondents) went only to Cafe Coffee Day. This table also highlighted a very important characteristic of student respondents, i.e., student population are more prone to switching Brands as compared to, Working class who tend to be more Brand Loyal




Most of the respondents (31%) came to know about Cafe Coffee Day through their peer group or word of mouth (13.8%), or because the Cafe was located in their area i.e. their vicinity (16.6%) This shows that the circle of friends plays an important role in influencing the decision of an individual to visit a Coffee Bar. At the same time it also helps if the bar is located in your area of residence or work place




The above question was specifically put so that the brand recall value of the brand Cafe Coffee Day could be tested. Majority of the respondents (67.3%) did not associate Cafe Coffee Day with Coffee. This was identified as one of the problem areas. Possible solutions are suggested in the recommendations that follow

Does Coffee Remind You of CCD




40.00% Does Coffee Remind You of CCD 30.00%



0.00% NO YES



Through this question an attempt was made to analyse who are the frequent visitors to the Bar and accordingly a strategy could be devised to target the audience. The statistics revealed that students visit the bar more often than the working executives while the execs visit the bar only once a while.



The objective of this question was to study whether the spending increased with time. It was observed that as the time spent at the bar increased, the tendency to spend increased and this peaked for the category of people who spent around 1 2 hrs. After this peak point the spending dropped. Thus highlighting that people sitting for 1-2 hrs spend the most and after this point their consumption level falls.

This proves our Hypothesis (Time spent at CAFE COFFEE DAY is directly related with spending) false. The maximum order that was booked was for the price range of Rs. 50 Rs. 150.

V. CATEGORY V/S ONE TIME SPENDINGS AT CAFE COFFEE DAY Through the table it was found that one time spending of students was more in the range of Rs.0- Rs.150. Whereas working group are the ones who spent the most, their one time spending ranged from Rs. 50 to Above Rs.250. This also proves that working group is better source of income than student group, one of the reasons being that working group has better purchasing power than students.



Majority of the respondents surveyed (about 62.5% ) felt that Cafe Coffee Day was the perfect place to have Coffee. This shows that Cafe Coffee Day has been successful to a considerable amount in the minds of people. But they would need to work upon new strategies to keep their position.

70 60 50 40 30 20 10 0 no yes Series 1 Column1 Series 3


VII. RATINGS OF CAFE COFFEE DAY ON VARIOUS PARAMETERS From the below fig, it can be seen that ambience is highly valued at Cafe Coffee Day by the consumers.

This also proves our hypothesis 1 that price is not the deciding factor to visit CAFE COFFEE DAY.


VIII. CATEGORY WISE RANKING OF CAFE COFFEE DAY It can be said after looking at fig below that working class ranked CAFE COFFEE DAY as a no1 Coffee shop On the other hand the students have ranked caf Coffee day as the no 1 brand and Barista 2nd

It can also be verified from the above responses that working class are brand loyal than the student class. This also proves the hypothesis 2 Students are not brand loyal


Section 4




As per the results obtained during the course of the project I came across the following set of recommendations:The most obvious fact that came out from the project was price was one of the factors that served as a hindrance not only to the students, but also to the working executives. Thus the most likely solution to this problem would be nothing but decreasing the price but at the same time the profitability of the joint should not be affected. The next possible step that the Coffee bar should take is to increase its awareness among its target audience. This it can achieve by various means of advertising and that too keeping in mind the specific categories of its consumers. For e.g. it can target the students by sponsoring the cultural events that are organized in various colleges. Keeping in mind that a student cannot spend as much as a working executive does, special rates can be introduced for the students. Further more the joint can also toy with the idea of floating special membership cards for its patrons so that they would get certain rebates and this would result into increase in the frequency of their visits as this policy will encourage them to visit the joint. New varieties of product should be introduced on an experimental basis. Also to increase the reach of the consumers more and more outlets should be established. The Coffee bar can go in for competitive analysis to understand the competition and realize its current standings.




Coffee is a major commodity in developing country like India and liberalization of coffee market has given rise to competition and to survive in this competitive market newer and newer strategies are need to be formed to take the advantage of opportunities arising in this market. Simultaneously financing also plays an important role in developing coffee market and coffee export. More awareness among people is needed. Marketing needs to be done among all classes of society. These coffeehouses are extremely important, because they provide international visitors to the hotel with a universal drink- coffee. The last, and the most organized sector in the coffee caf industry, is the retail caf chain. Off late, these chains have become extremely popular and are growing at an ever-increasing pace. These retail chains have work with an organized structure of man, material and money. The work on developing a recognized brand consistent to all their outlets, which customers can easily relate to, wherever they go. They provide customers with a standardized level of service and quality at each of their outlets.




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Section 7 APPENDIX



[Information provided by the respondent will be kept fully confidential and will be used only for the academic purpose.]