A lot can happen over coffee

Executive Summary
Introduction:
Caf Coffee Day is a division of Indias largest coffee conglomerate,
Amalgamated Bean Coffee Trading Ltd (ABCTCL), poplarly !no"n as Caf Coffee Day#
I$% &''( certified company# CCD has )ecome Indias largest and premier retail chain of
cafes "ith **( cafes in &' cities arond the contry#
Its different division includes:
Coffee Day +resh n ,rond
Coffee Day -press
Coffee Day Ta!e a"ay
Coffee Day ./ports and Coffee Day 0erfect division
About project:
Topic
Customer Relation Manaement initiation to improve sales at Caf! Coffee "ay#
The pro1ect also incldes ho" to retain the e/isting cstomer# It has also seen "hich
activities inspire the cstomer to visit Caf Coffee Day more often# The stdy "as made !no"
"hether cstomers are satisfied a)ot Caf Coffee Day or not# Becase satisfied cstomers "ill
)e the loyal cstomers# It has also seen "hich things are not going good for frther
improvement#
$bjective:
i) To !no" the importance of C23 in Caf Coffee Day#
ii) To introdce C23 strategy in %rgani4ation#
iii) To !no" "hether C23 helps to )ild strong relation "ith cstomer#
iv) To !no" "hether C23 helps to retain the cstomer#
v) To identify area for frther C23 improvement
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A lot can happen over coffee
+indings6
$tdents visit Caf Coffee Day more
Age grop )et"een 7('8(*9 visits Caf Coffee Day more# They are the potential
cstomers#
:&; of the respondents visit Caf Coffee Day once in "ee! and :<; of the respondent
visit caf Coffee Day once in month#
*<; of the respondent visit CCD refreshment 0rpose
=&; of the respondent feel coffee and $nac!s inflence them to visit CCD
>:; of the respondent "ere not a"are of the promotional activity Condcted )y CCD
<>#?; of the respondent "old li!e to !no" a)ot promotional activity#
<<; of the respondent "old li!e to )e part of any ftre event in CCD
<?; of the respondent $atisfied a)ot service
>>; of the respondent feel event condcted )y CCD inflence them to visit CCD
<:; of the respondent feel $taff of CCD is friendly
:>; of the respondent said promotional activity inflences them, :=; said D@ sho"s
inflences them#
%romo:
*:#>; of the cstomer rated prom "as good and :*#<; rated promo "as e/cellent#
?&; of them e/pect more events in ftre#
&>#=; of the respondent satisfied a)ot promo#
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Suggestions and Recommendations
1. %rgani4e at least fe" promotional activities in order to )ild good relation "ith
cstomer
(# ,ive advertisement a)ot promotional activity
:# 3aintain Cstomer data )ase#
=# Aish the reglar cstomer for Be" Cear or for any festivals throgh greeting card or
$3$ or throgh gift# This "ill increase the loyalty of the cstomers#
*# Increase nm)er of coches and place
># 0lay the good msic
<# Dic! $ervice
?# To increase sales Caf Coffee Day can also have corporate tie ps "ithin the city#
&# 0rovide scratch card to the cstomers#
5'# Identify the reglar cstomer of the Caf Coffee Day and provide them cards throgh
they can get some discont# Throgh this Caf Coffee Day can retain their e/isting
cstomer#
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A lot can happen over coffee
Table of Content
$#Bo 0articlars 0age#Bo
5 Section& I
Indstry overvie"
585'
( Section 'II
Company 0rofile
558='
: Section&III
%roject "etails
=(8==
= Section&I(
Analyses E interpretation
+indings
2ecommendation E $ggestion
Conclsion
Limitation
==8<5
<5
<:
<*
* $ection F
Anne/re
Destionnaire
Advertisement
Bi)liography
Coding sheets

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A lot can happen over coffee


Section
-I
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A lot can happen over coffee

Industry
Overvie
w

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A lot can happen over coffee
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A lot can happen over coffee
Introduction:
Coffee occpies the third slot after tea and mil! in the domestic mar!et# Bon8drin!ers and
occasional coffee drin!ers, "ho accont for <?; of the contryGs poplace, are the prime target
for the Coffee Board and retail chains for promoting consmption#
According to the stdy done )y the ,allp and Coffee Board, the top of mind recall for teas in
the contry is >>; as against ((; for coffee# $pea!ing on opportnities for coffee retailing in
India, the contryGs coffee consmption topped ?*,''' tonnes in (''># Thogh coffee has )een
in a commanding position in the sothern states, tea also has an eHal share# There is a great
scope for increasing coffee consmption amongst occasional drin!ers and non8drin!ers#
Coffee has to compete "ith other )everages to get its share of throat# 3ar!eters have to target
yonger consmer, and come "ith ne" and appealing patterns# Coffee can )e easily associated
"ith "ellness, health and yoth# The mar!et potential is I5'' million#
IBDIA 88 Domestic consmption of coffee sho"s a steady increase# This fact is happening in
the same time "ith the fast food segment gro"ing at the rate of ='; every year# In the ne/t
cople of years, coffee chains in India are e/pected to gro" at an annal rate over :';#
)rom bein a traditional beverae consumed mainly in Sout* India+ coffee no, *as a
national presence+ consumed in several forms and retail formats-
The reslts have )een dramatic6 domestic consmption of coffee last year increased )y nearly
one8third, from >',''' to ?',''' tons-
Coffee production and consumption State&,ise %roduction in metric tones
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Coffee consmption in India .stimated Domestic Consmption (5&&5 8 (''*)
Calendar .ear /uantity 0in MT1
2332 44555
2336 44555
2337 44555
2338 44555
2334 44555
2339 44555
233: 44555
233; 44555
2333 44555
6555 95555
6552 98555
6556 9;555
6557 :5555
6558 :4555
6554 ;5655
Internationally, coffee sales are virtally stagnant, moving ahead at '#* per cent# According to
a research report )y the Jnited Bations +ood and Agricltre %rganisation, IndiaGs coffee
consmption has )een chgging along at (#( per cent per annm#
Aith consmption pegged at <',''' tonnes, )randed coffee acconts for *: per cent, n)randed
=' per cent, "ith cafes constitting < per cent# Indstry estimates peg the annal gro"th rate of
the coffee8hose segment at a half per cent clip4
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T*e Coffee Caf! Industry
The Coffee Caf indstry is crrently one of the )iggest and fastest gro"ing sectors in )siness#
The indstry consists of a mi/ of individal cafs, hotel cafs and retail caf chains#
India has al"ays )een predominantly a Chai 0Tea1 drin<in nation- India is famos for
drin!ing tea #people in India irrespective of the Class, religion and place are fan of tea# Coffee
remain in a distinct position compared to tea# Ko"ever in these days coffee consmption is
increasing in India# Indian coffee Board is promoting coffee and it seems that their promotional
activities are yielding good reslt#
Coffee has )een only moderately poplar in some sothern states, other than that it has )een
Chai (Kindi term for Tea), Chahaa (3arathi term for Tea), cutting (3m)ai term for half tea
cp), maramari (another poplar term from "estern India for tea) all the "ayL
Ko"ever, there has )een a sdden change in this trend "ith coffee )ecoming more and more
poplar in recent times especially among the yonger poplation# The roadside Chai (Tea)
thelas (shops) otside colleges and offices have )een replaced )y hip coffee 1oints li!e Barista
and Caf Coffee Day# The Chai (tea) that sed to cost cople of rpees (* cents) is replaced )y
coffee costing something li!e 2s# 5'' (I(#*')#
T*e orani=ed coffee retail business in India is over Rs-; billion 0>2: million1+ and t*e
potential for coffee retail outlets are nearly 7+555-
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Aith the Indian middle class consmer ready to spend more and )e a part of glo)al lifestyle and
cltre, coffee parlors in the contry are on an e/pansion spree#
+rom small8si4ed coffee parlors to classy coffee longes leading coffee retailers sch as Caf
Coffee Day, Barista, Costa Coffee and Coffee Aorld have all )een fighting hard to lre Indias
gro"ing middle class#
Individual Cafs:
The main )l! of revene is earned )y small, individal cafs, rn mostly )y families and
friends# It is a relatively norgani4ed sector# There are millions of sch cafs arond the "orld,
and they provide cstomers "ith a homely, casal e/perience#
The )l! of these cafs are mainly in .rope, "here every little to"n or village has local cafs,
"here people gather together for a conversation over coffee, or 1st to )e alone "ith their
thoghts#
These cafs have )een the )irthplace and sanctary for varios creative minds, revoltionaries
and thin!ers of or time# The most recent e/ample is the athor @#M# 2o"ling, "ho has "ritten
most of the Harry Potter series of )oo!s, sitting at her local caf#
These cafs set themselves apart from retail chain cafs and hotel cafs )ecase they provide
cstomers "ith a homely, classic appeal, "hich cannot )e emlated#
Hotel Cafs:
.ver since the poplari4ation of coffee, hotels all over the "orld started opening (=8hor coffee
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A lot can happen over coffee
shops "here visitors to the hotel cold "al! in for a cp of coffee and some food at any time#
These coffeehoses are e/tremely important, )ecase they provide international visitors to the
hotel "ith a niversal drin!8 coffee# Any cstomer can "al! into any ma1or hotel in the "orld,
and enter the coffeehose, and !no" "hat to e/pect# These cafs are not really ma1or players in
the coffee caf indstry, )t rather provide spplementary services to the hotel indstry#
Retail Caf Chains:
The last, and the most organi4ed sector in the coffee caf indstry, is the retail caf chain# %ff
late, these chains have )ecome e/tremely poplar and are gro"ing at an ever8increasing pace#
These retail chains have "or! "ith an organi4ed strctre of man, material and money# The
"or! on developing a recogni4ed )rand consistent to all their otlets, "hich cstomers can
easily relate to, "herever they go# They provide cstomers "ith a standardi4ed level of service
and Hality at each of their otlets# Tiff in also#
The vintage location of the mess attracts hge cro"ds even today early in the mornings, Coffee
ho"ever "as not the only item on the men# These places also served food and other drin!s to
their cstomers#
The drin! also )ecame famos and as a reslt even five star hotels )egan cashing in on it#
$everal hotels all over the contry started opening coffee8 shops that catered to high8 end
cstomers# This sho"ed the poplari4ation of coffee cafs, to all sections of society#
The drin! has no" )ecome more of a concept than merely a drin! itself# The last decade
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A lot can happen over coffee
"itnesses the gro"th of nmeros coffee p)s in the contry# A nm)er of coffee caf o"ners
tried to "esterni4e the taste in contrast to the filter coffee#
Bo", large retail chains li!e D"i!ys, Barista, and Caf! Coffee "ay have opened p arond the
contry# T*e concept of a caf! today is not merely about sellin coffee+ but about
developin a national brand# 2etail cafs no" form a mlti8 crore indstry in the contry, and
have hge potential for gro"th locally, and internationally#
Major Competitors
As coffee cltre gets )igger in India, a traditional tea drin!ing nation, domestic and
international chains are lining p )ig e/pansion plans to the tne of nearly 2s :(* crore in the
ne/t :8* years#
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A lot can happen over coffee
3a1ors players li!e ?arista+ Costa Coffee+ Cafe Coffee "ay and ?arnie@s are already "or!ing
overtime to e/pand their presence in the contry and implement prodct portfolio overhals#
%n the other hand, lobal player Starbuc<s Corporation is all set to ma!e its India de)t in
(''<#
All caf chains, are loo!ing to cash in on the )ooming coffee retail in India, "hich is e/pected
to gro" at an annal rate of over :' per cent in the ne/t cople of years on the )ac! of
patronage from the yong poplation in the 5?8(* age )rac!et "ith a gro"ing disposa)le
income#
The latest to annonce )ig plans for e/pansion in the Indian coffee retail mar!et is JM8)ased
coffee shop chain Costa Coffee# The company is doing an investment of 2s 5*' crore to set p
:'' otlets in the ne/t five years# Costa is ta!ing steps to "iden its men, inclding addition of
a range of "raps# It is also in the process of fine8tning an India specific men to appeal to the
local palate#
In the "a!e of increased competition, Barista, one of the first players, is ma!ing an investment
of 2s *' crore this fiscal to add arond 5'' ne" stores# It plans to have a total of (*' otlets )y
end of this fiscal and ta!e it )eyond the metros to smaller cities#
J$8)ased coffee store chain BarnieGs had said it "old invest 2s <* crore "hile annoncing its
foray in the Indian mar!et# It "ill open :'' stores across the contry in the ne/t five years#
In the first year itself they are loo!ing at setting p (* stores in the contry and the company
"old open stores at Bangalore, 3m)ai, Chandigarh, @alandhar and Lc!no"#
Another ma1or player in the segment part of Amalgamated Bean Coffee Trading Company Ltd,
Caf Coffee Day is loo!ing at an investment of a)ot 2s :*8*' la!h per otlet# Cafe Coffee
Day has already made plans to open toyal *'' otlets across India )y (''<#
Ahile the e/isting players are loo!ing at consolidating their )sinesses, J$8)ased coffee retail
giant $tar)c!s Corporation is planning to enter India "ith its e/pected de)t in (''<#
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They are loo!ing for"ard to offering the finest coffee in the "orld to cstomers in this contry
"ithin the ne/t 5? months#
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Section II
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A lot can happen over coffee
Company
Profile
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A lot can happen over coffee
About Amalgamated Bean Coffee Trading
Company Limited ABTCL!
3r#F#, $iddhartha, Chairman CCD initiated his )siness interests in coffee )y incorporating
Amalamated ?ean Coffee Tradin Company Aimited (ABCTCL) in the year 5&&=# +rom
./ports to commodity trading and )ilding a )rand, Coffee Day entered "ith N+resh n ,rond
and s)seHently "ent p the vale chain there)y revoltioni4ing the metropolis "ith Cafes
nder the )rand Caf Coffee Day#
ABCTCL today is one of Asias top *'' companies and soon aims to )e among the top : coffee
retailing companies in the "orld# Ae are crrently ='' cafes in India, 0a!istan E Astria
(Fienna)# ABCTCL also has an am)itios gro"th plan of opening 5''' cafes )y ('5' ma!ing
its presence across ?' Indian cities also esta)lishing *' cafes in 5' foreign contries# %r
cstomers have given s the thm)s p for or Hality standards in 0a!istan and Astria and
that motivated s to go to 5' contries "here plans are crrently )eing rolled ot# And is
planning to open other Cafes in the 3iddle .ast, .astern .rope, .rasia, .gypt and $oth .ast
Asia in the coming months#
Caf Coffee Day is a division of IndiaGs largest coffee conglomerate, Amalgamated Bean
Coffee Trading Company Ltd# (ABCTCL), poplarly !no"n as Coffee Day, a 2s# :'' crore
I$% &''( certified company# Coffee Day sorces coffee from *''' acres of coffee estates, the
(nd largest in Asia, that is o"ned )y a sister concern and from 55,''' small gro"ers# It is one
of Indias leading coffee e/porters "ith clients across J$A, .rope E @apan#
Caf coffee day I )ased in c*ic<malur and has its )siness spanning the entire vale chain of
coffee consmption in India#
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Its different divisions include:
Caf! Coffee "ay:
It is a place "here cstomers come and re1venate themselves# It is a meeting place for the
yong at heart# In the cafes they sell Kot and Cold coffee as "ell a +ood and 3erchandise to
the cstomer#
Coffee "ay )res* n Bround: Ahich o"ns 748 Coffee bean and po,der retail outlets
3a1or player in the most and grond filter coffee segment# It provides a niHe assortment of
)lend at afforda)le prices# The coffee is freshly grond in front of the cstomer and sold to him#
Coffee "ay Cpress: Dhich o"ns 782 Coffee "ay Eios<
Bridges the need gap )et"een the leisrely cppa and a )ite at the caf and a Hic! drin! at a
vending point# In this segment yo "old notice !ios!s strategically positioned, "here
cstomer can not only drin! a cp of coffee )t also gra) a Hic! )ite on the move#
Coffee "ay Ta<e a,ay: Ahich o"ns :555 (endin Mac*ines
To serve the man on the move, "ho thogh in a hrry doe not have to compromise on the
Hality of coffee he drin!s# Coffee Day has its vending machines placed in vendor otlets in all
ma1or cities#
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Coffee "ay Exports 6 Indias largest coffee e/porters#
Crrently export over 75555 tones of green coffee per annm, i#e# 24F of IndiaGs coffee
exports# Ae have also ventred into specialty coffee e/ports#
Coffee "ay %erfect: +3C, 0ac!aged Coffee
+or mass8in8home consmption segment "here filter coffee is consmed everyday# The filter
coffee is sold in a pac!aged form to the consmer
"lantation#
ABC has its seeds so"n in the heart of the coffee
cradle of India, Chi!magalr# The region is a "orld
"rapped in primeval innocence, "here panthers,
tigers and elephants roam#
ABC has its seeds so"n in the heart of the coffee
cradle of India, Chi!magalr# The region is a "orld
"rapped in primeval innocence, "here panthers,
tigers and elephants roam#
%r passion for coffee stems from the agst heritage of coffee estates inherited )y the
promoterGs family# Ahat started ot "ith a small grop of family8o"ned estates, gradally gre"
as more and more estates "ere inclded to finally form Amalgamated Bean Coffee Trading Co.
Ltd#
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A lot can happen over coffee
The plantations nestled in Chi!magalr and 3digere region of the Aestern ,hats, are spread
over *''' acres of "ell8maintained estates pto =*''ft a)ove sea level# This ma!es s the
second largest plantation company in the contry#
They are hosts to innmera)le her)s,shr)s and trees
li!e 1ac!frit, arecant, orange, pepper, cardamom,
etc#
The coffees at or estate are gro"n nder the dar!
shades of varios forest trees li!e silver oa!, Indian
2ose "ood and varios others#
A,ards and Accolades
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Caf Coffee Day "as named +ood $ervices 2etailer of the Cear and .clsive Brand
2etailer of the year at 5
st
ICICI Ban! 2etail ./cellence A"ards fnction in (''*#
Caf Coffee Day "as rated the Bo# : food services )rand in Bsiness Aorld and Brand
.Hity srveys in (''=
Caf Coffee Day "as ran!ed as the :
rd
)est 2etail + E B chain in the Brand .Hity $rvey
in (''=#
3r# F# ,# $iddhartha, Chairman ( Amalgamated Bean Coffee Trading Company Limited)
received the 7 .conomic Times O .ntreprener of the year ('':9 a"ard#
Caf Coffee Day has had a hat tric! victory in the India Barista Championship# +or : years
in a ro" (''(, ('':, (''= ccd has "on all the top a"ard and its representative has gone on
to represent India at Aorld Barit Championships, "inning silver medal in (''( and *
th
place in (''= for the contry#
About
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A lot can happen over coffee
CA$% CO$$&& 'A(
Caf! Coffee "ay 0CC"1 pioneered the caf concept in India in 5&&> )y opening its first caf at
Brigade 2oad in Bangalore# Till a)ot the late 5&&'s coffee drin!ing in India "as restricted to
the intellectal, the $oth Indian traditionalist and the five star coffee shop visitor# As the pre
(as opposed to instant coffee) coffee caf cltre in neigh)oring international mar!ets gre",
the need for a rela/ed and fn 7hangot9 for the emerging r)an yoth in the contry "as
clearly seen#
Caf Coffee Day is a division of IndiaGs largest coffee conglomerate, Amalgamated Bean
Coffee Trading Company Ltd# (ABCTCL), poplarly !no"n as Coffee Day, a 2s# :'' crore
I$% &''( certified company# Coffee Day sorces coffee from *''' acres of coffee estates, the
(nd largest in Asia, that is o"ned )y a sister concern and from 55,''' small gro"ers# It is one
of Indias leading coffee e/porters "ith clients across J$A, .rope E @apan#
2ecogni4ing the potential that lay ahead on the hori4on, Caf Coffee Day em)ar!ed on a
dynamic 1orney to )ecome a large organi4ed retail caf chain "ith a distinct )rand identity of
its o"n# +rom a handfl of cafs in si/ cites in the first * years, CCD has )ecome Indias largest
and premier retail chain of cafes "ith **( cafes in &' cities arond the contry#
Aith its roots in the golden soil of Chic!maglr, the home of some of the )est Indiann
Coffees and "ith the vision of a tre entreprener nrtring it, Coffee Day has its )siness
spanning the entire vale chain of coffee consmption in India#
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Its different divisions inclde6
Coffee Day +resh n ,rond ("hich o"ns :*= Coffee )ean and po"der retail otlets)
Coffee Day -press ("hich o"ns :=5 Coffee Day Mios!)
Coffee Day Ta!e a"ay ("hich o"ns <''' Fending 3achines),
Coffee Day ./ports and Coffee Day 0erfect (+3C, 0ac!aged Coffee) division#
Mission statementHHH
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AooH-
+or a )rand to stand ot and )e sccessfl there has to )e a personal commitment from staff at
all levels# The target cstomers mst identify "ith it# It shold )e vi)rant and have a 7life9 of its
o"n# Liveliness, gro"th, fn and passion depicts or )rand, or cstomers, or staff and or
ftre O this is em)odied in or design and color#
%r L%,% colors em)ody6
Red SquareP Leadership, passion
White Swirl P 0rity of prpose, invigorating properties of coffee
Green Stroke P 5(* years of coffee gro"ing heritage of this vertically
integrated ,rop
Caf! store:
Caf! Coffee "ay is IndiaGs larest and premier
retail c*ain of cafes ,it* 862 cafes in :4 cities
around t*e country-
All major cities suc* as
Banglore O ?: cafes at present
Ahemeda)ad 8 5( cafes
Chennai O 5> cafes
,oa O < cafes
,rgaon O & cafes
Kydera)ad O (( cafes
@aipr O < cafes
Mol!ata O 5* cafes
3m)ai O >* cafes
Be" Delhi O *' cafes
0na O (' cafes
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Caf! Stores
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A lot can happen over coffee
"ifferent formats of caf!HH--
Caf! Coffee "ay has )een e/perimenting "ith caf formats for Hite sometime, CCD has
ventred into the follo"ing formats6
Music Caf!s provide cstomers "ith the choice of playing their favorite msic trac!s on the
Digital Adio @!e)o/es installed at the cafL There are arond ?* cafes "ith sch 1!e)o/es#
:( cafes also provide cstomers "ith the visal treat of "atching their favorite msic videos )y
means of Fideo @!e)o/es#
?oo< Caf!s offer the perfect soltion to people "ho thin! that the coffee e/perience is
incomplete "ithot )ro"sing throgh the )estsellers or reading a classic# CCDs )oo! corners
accentate the age8old com)ination of Ncoffee and )oo!s#
Ki*,ay caf!s on the Bangalore O 3ysore high"ay and BK8?, presents the traveler en rote
not only "ith good coffee and scrmptios snac!s amidst great am)ience )t also "ith clean
restrooms to get rid of that "eariness from the roadL
Aoune caf!s at Ka4 Mhas, Delhi and $othern Avene, Mol!ata($othern Avene) and
Kydera)ad (@)ilee Kills) com)ines the style and l/ry of a longe "ith the lively am)ience
and comfort of a caf# Aith e/Hisite interiors, e/otic men and thematic msic CCD Longe
offers a "hole ne" e/perience to the connoisser "hile assisting the latter throgh its team of
hostesses "ho are poise and style incarnate and are loo!ed pon as fashion icons#
Barden caf!s at 3#, 2d, Bangalore and ,MII, Be" Delhi com)ine the 1oy of re1venating
amidst verdant landscapes and pots of coffee#
Cyber caf!s at Brigade 2d, Bangalore, Airport, Bangalore and Airport, Delhi com)ine the rge
to srf, not to mention get connected throgh the internet "hile en1oying perfectly )re"ed cps
of coffees, )oth domestic as "ell as International )lendsL
$ports caf, singles caf, fashion caf are the pcoming caf formatsRRRRRRRR
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%roductRan
e:Coffees L
Teas
Kot Coffee
.spresso
.spresso
Americano
3acchiato
Cappccino
Caf Latte
Chococinno
Caf 3ocha
Irish Coffee
International
Coffee
Colom)ian @an
Falde4
.thiopian
Dah"ah
Menyan $afari
Cold Coffee
$"eet 3int
Cold $par!le
Brandied Banana
Tropical Ice)erg
Iced .s!imo
Coffee Add&ons
Koney
+lavored
$yrps
2ed .ye
Ahipped Cream
$coop pf Ice
cream
Chocolate $ace
Teas
Assam Tea
3asala Chai
Lemon Nn Ice
Tea
Mashmiri
Dah"ah
Apple n
Cran)erry ice tea
Refres*in
Alternatives
Branitas
Blood %range
Cool Ble
0ineapple Crsh
.merald Ice
2)y $rprise
Smoot*ies
3ango Colada
$tra")erry
Colada
Cremosas
Litchi
,inger $pice
0ina Colada
Cool Refres*ers
+rit @ices
3ineral Aater
Eatables
Meltin
Moments
Banana n
Aalnt Ca!e
Banana
Chocolate
3osse
Banana Caramel
pie
Chocolate
Doghnt
Coo!ies
3ar)le Ca!e
0ineapple
,eta/
Chocolate Ca!e
Ice&Creams
Fanilla
Chocolate
$easons Best
/uic< ?ites
$amosa
0ff
0i44a
Croissant
+rench +ries
Mathi 2oll
Araps
Biryani
BABASAB PATIL
(&


A lot can happen over coffee
$and"iches
Brger
BABASAB PATIL
:'
%roduct Sources:
Coffee DayGs most niHe aspect is that it gro"s the coffee it serves in its cafes#
Coffee "ay has a "ell8eHipped roasting nit catering to the specific reHirement of the
consmers# The process is carried ot nder the control of e/perienced personnel to
meet highest Hality standards# The most modern technology availa)le is sed to
maintain consistency and roast the coffee )eans to the demanding specifications of the
discerning coffee consmers# The coffee )eans are spplied to all the cafs from
Chi!magalr#
The eatables at Caf Coffee Day are catered )y different vendors6 e/ample6 ice creams
are catered )y Cream Bell, 3il! )y Aml and samosas )y 0atsiers ,allery#
Caf Coffee Day also sells merc*andise throgh its stores# * per cent of the revene
comes from sale of merchandise#
/uality standards:
/uality policy: 7Ae are committed to Hality and "e shall strive continosly to
provide prodcts, "hich consistently meet the needs of or cstomers and esta)lish a
vale8added relationship, ensring total cstomer satisfaction#9
Caf Coffee Day has a chec! on Hality all the time and in several aspects# The
operational in8charge "ill go arond chec!ing )siness, record !eeping, and service and
hec! the feed)ac! forms# The food in8charge "ill loo! at the "ay food is )eing stored,
coffee is )eing made, "hat is the time ta!e to e/tract the coffee and so on# 3ar!eting
person "ill go a)ot chec!ing displays, ho" the merchandise is displayed#
Caf! ?eat
Caf Beat reaches more than a million smart, receptive and p"ardly mo)ile yoth of
India every month# It is one of the most "idely read YOUTH maga4ines in the contry
and is a part of one of the largest Indian retail yoth )rands 8 Caf Coffee Day#

CA)M ?EAT )ACT)IAE:

5> pages, all color, monthly ta)loid#
Availa)le at all cafes across the contry (**( cafes in &'
locations as of TodayL)#
Availa)le +2.. of cost to cstomers for in8caf reading# 3any
cstomers also carry it a"ay for their referrals#
:?; of the cstomers at CCD read Cafe Beat (srvey condcted in Ag#G'= in the =
metros#)# CCD gets arond :#& million "al!8ins in all its cafes per month#
.ssentially a yoth maga4ine covering topics li!e movies, msic, travel, lifestyle, e8
dating, )oo!s, career etc# "hich interest the yoth#
Displayed on maga4ine standsSconter at the cafes# The ne" isse is !ept on the ta)les
dring the first "ee! for greater visi)ility#
2eadership profile6 $tdents and yong professionals, mostly# $.C A and B#


Merc*andisin:
.very one li!es to cherish good times "ith a hope that they last forever# To
ma!e this a reality merchandising started# At Caf Coffee Day merchandise
started more as a sentimental thing than as revene stream# They "anted to re"ard
coffee lovers and they started selling mgs# 0eople "anted to "ear something that
reminded them of the cafe so they designed T8shirts and sold thosands of those# Bt
soon it has )ecome a serios )siness# 4 per cent of t*eir revenue comes from t*e
merc*andisin# Caf Coffee Day sells varios yong and trendy merchandise throgh
its stores6
Caf! Coffee "ay Merc*andise no, ot more Affordable
Coffee %o,der
5
Arabicaah @ Rs 65
(
Perfect @ Rs 55
:
Charge @ Rs 45
=
Dark Forest 200gms @ Rs 125
*
Dark Forest 500gms @ Rs 260
>
Malabar Monsoon 200gms @ Rs 125
Customer %rofile:
The caf is a meeting place for 5*8(& year olds, )oth male and female "ho are served
the )est coffee )y friendly and informed staff, in an plifting and invigorating
am)ience#
2esearch sho"s that teen8agers form (*; of or cstomers "hile :?; of the cstomers
are )et"een ('8(=years and another (:; )elong to the age grop of (*8(& years#
$tdents and yong professional comprise arond <(; of or cstomers#
5?; of the cstomers visit the cafes daily "hile another ==; visit "ee!ly#
.ach caf, depending pon its si4e attracts )et"een *'' and ?'' cstomers daily,
mainly )et"een =pm and < pm#
Cstomers descri)e Caf Coffee Day as the place they freHent most after 7home and
"or!placeScollege9# It is a place "here they meet friends and colleages, in grops of :
or moreT a place "here they re1venate and are free to )e themselves rather than a place
to )e 7seen at9 vis a vis other cafes#
S-Io %articulars
5
Fnk! Ca"s @ Rs 60 on#ar$s
(
Cool %&'hirts @ Rs 22( on#ar$s
:
)ags @ Rs 225 on#ar$s
= Coffee +ilters U 2s 5('
* Coffee +ilters U 2s 5('
> Coffee +ilters U 2s 5('
%eople:
0eople at Caf Coffee Day )elieve that People are hired for what they know but
fired for how they behave. 3otivation and personal s!ill are laid emphasi4e pon#
Employee base and career ro,t*H--L orani=ational cultureH
The company today has over :*'' employees# The )asic criteria for selection of an
employee are he shold )e e/tremely creative and passionate# $o the company has a
intensively gro"th oriented team "ith it#
Company is recogni4ed as an eHal opportnities employer# To provide individals "ith
continal gro"th and prosperity is fndamental to the cltre of or organi4ation,
ho"ever or inner strength is derived from encoraging the entreprenerial spirit
among or employees#
./periencing nforeseen challenges is a "ay of life in caf coffee day# +acing creative
and innovative )rainstorms is a part of everyday decision ma!ing and an open door
policy helps drive these ideas to"ards real time trnarond and faster completion#
Internal %romotions: An intensive, focsed in8hose training strctre helps
employees to gro" to the ne/t level "ith highly active internal promotions process#
Nob Enric*ment: The organi4ation firmly )elieves in creating opportnities for
learning in the employees area of interest otside his scope of rotine responsi)ilities#
This comes mostly in the form of pro1ects or assignments carried ot nder the
spervision of a mentor "ithin the organi4ation#
Nob Rotation: .mployees are rotated throgh the varios sections at the caf so that
they "ill )e e/posed to all facets of the caf operations#
Re,ards L Reconition:
At caf coffee day people are )roght ot in appreciation for their efforts in varios
formats# A "hole lot of re"ards are offered along "ith great incentive programs "ith
access to gift certificates and merchandise#
Caf! Culture
Along "ith the companys fast paced gro"th, company provides ample gro"th
opportnities for those "ho "old go that e/tra mile to deliver and contri)te to their
sccess#
.mployees are encoraged to )e participative "ith sggestions to improve their
"or!space in particlar and the company at large#
The company has an open door policy that allo"s every mem)er of the team to access
the 3anagement head regarding any proposals or pro)lems#
The practices li!e Coffee Ta)le encorage innovative thoght pattern that ha)itate
gro"th and smart "or! in the day to day lives of employees# The company cltre is a
reflection of the caf cltre "hich sym)oli4es team "or! and creative otloo! on life#
Stratey
Caf! Coffee "ay ,as amon t*e first coffee caf!s to start operations in India in
2339+ but ,as t*e last to o national 0end&65521-
Today, "ith ='' cafs in <* cities, Caf Coffee Day is the largest chain in the contry#
3ain strategy is
com)ination of afforda)le prices and prodct
attention to cstomer needs
a strong )ac!8end spport system#
India is largely a tea8drin!ing nation, and coffee has al"ays )een a fringe player#
Ahile coffee cafs have e/isted in .rope since the 5*th centry, in India coffee
drin!ing "as restricted to niche segments li!e intellectals, the soth Indian
traditionalist and the five8star coffee shop visitors till the late85&&'s# This started
changing slo"ly after (''' V and not )ecase there "ere many caf players in
India )y then#
The direct cases for this change "ere pro)a)ly the increasing spending po"er
among r)an yoth and the increasing e/posre to glo)al trends#
Kence, even as the first caf "as set p in Bangalore in 5&&> V an idea that strc! or
chairman F , $iddhartha, "hile on a visit to a coffee shop in $ingapore V it proved to
)e an idea "hose time came only )y the trn of the centry# By then, most other players
had 1oined the )and"agon#
They have seen the hard days "hen every cstomer had to have every item on the men
e/plained# Thats one reason they "aited ntil ('''8'5 to start e/panding nationally#
Supply c*ain
Another reason "as that they "anted to pt the )ac!8end systems in place# Transporting
fresh roasted coffee from their o"n estates in Chi!magalr to fara"ay places li!e
3ssorie in the north and @amshedpr in the east Vthey are the only national player
present in )oth cities V "as a logistical nightmare
If, in the thirst for gro"th, company did not pay attention to this aspect# Believed in
)eing more sre8footed#
+rom )ean to cp company is into the coffee estate )siness for the past 5(* years6
"hich means they do not loo! at the coffee chain )siness as a short8term )siness#
Company invested appro/imately 2s 5# ( crore in r spply chain and chal!ed ot "hat
is called a B(C ()ean to cp) spply chain strategy#
The spply chain had to spport the e/pansion plans of adding for to si/ ne" cafs
every month, "hich led s to adopt indstry )est practices and, in some cases, develop
or o"n modles#
Company "ent in for a decentrali4ed distri)tion strategy instead of a h)8and8spo!e
model, and set p regional h)s in Delhi, 3m)ai and Mol!ata# These cities then lin!ed
to the to"ns in their neigh)orhood#
The sorcing policy at these h)s inclded )oth local and centrali4ed sorcing, )ased on
the volme lead time and vale of the materials# Ae follo"ed a continos
replenishment policy )y integrating vendors pstream# +or items that had flctating
demand and large volmes, the inventory "as managed )y vendors#
By implementing a "e)8)ased ordering and electronic order processing system, "e ct
order8to8delivery lead8time considera)ly# %nline inventory trac!ing process operated
"ith the se of t"o spply chain modles6 one at the caf level V called the
0%$ (point of sales) modle V and another at the distri)tion centre level# This "as
developed internally#
Chi!magalr
Bangalore ($oth
India)
(Kead Distri)tor)
Be" Delhi (Borth
India)
(Kead Distri)tor)
Local Aarehose Local Aarehose
%tlets
%tlets
%tlets
%tlets
%tlets
%tlets
D*atGs on t*e menu
3en incldes over (*' cstomised food and )everage offerings to cater to different
geographic and demographic segments#
At cafs, every coffee men is com)ined "ith the right !ind of eats, "hether a dessert
or a snac!# 3en changes occr once in for months to prevent food fatige#
Company )elieves in reglar cstomer feed)ac! and research so as to determine
changing tastes and preferences#
An important decision company too! in their otlets "as to provide ta)le service and
not enforce self8service# The finding "as that cstomers did not "ant their names to )e
shoted ot "hen their orders "ere ready#
Another advantage of ta)le service is that they can engage cstomers in conversation
and persade them to try more dishes on the men# This is something that cannot )e
done in a self8service set8p, "hen there are people Heeing p, "aiting to )e served#
%uttin consumers first
Cstomers are the )est consltants "e have# CCD has redesigned its logo, loo!, and feel
of the caf, as "ell as or )rand positioning according to the cstomers#
Ae also give ot cstomer feed)ac! forms along "ith the )ills# The filled forms are
collected from all regions and sent to the headHarters on a reglar )asis, to )e read and
analy4ed in detail# These forms also have an email id#
Cstomers "ho mail in "ith serios complaints receive a reply "ithin (= hors#
T*e price of a cup
3ain strategy has al"ays )een to provide the )est coffee e/perience at an afforda)le
price# +or this they need to !eep operating costs lo"#
In fact, a large part of or sccess is de to stringent cost controls# Ae get coffee )eans
cheap )ecase "e sorce from or o"n estates# 3ost IT soltions "ere also designed
in8hose to !eep costs lo"#
Company is e/tremely cost conscios, "hich they try to inclcate in their employees as
"ell# Traveling e/penses and the se of cars and telephones is !ept to a minimm# And
in many otlets, employees "ho serve cstomers do the hose!eeping as "ell, so that
they need not need hire e/tra employees for that tas!#
They try to ct costs at every stage, "ithot ctting corners# +or instance, instead of
three hinges for the caf doors, "e se only t"oT and, instead of si/ scre"s in the
hinges, "e se only for#
They also !eep or costs lo" )y sorcing frnitre from overseas V compared to India,
east Asian contries and China are far ahead in terms of lo"8cost, Hality frnitre#
Imported frnitre is a)ot (* per cent cheaper than Indian, cstom8made frnitre# Its
not 1st frnitre# Bangladesh and $ri Lan!a prodce )etter Hality croc!ery at similar
prices#
Caf Coffee Day has different food sppliers for different locations# Aithin one region,
"e may have as many as three sppliers if there are =' or *' cafs# That "ay, one
spplier can serve 5* to (' cafs# It is too ris!y to depend on one spplier V if
something goes "rong, the food spply to all the cafs in a city can )e affected#
)ull of beans
Caf Coffee Day generally )elieves in having clsters of cafs# Aithin the 3m)ai
s)r) of Bandra, for instance, "e have si/ otlets#
At another location, too, CCD has si/ cafs "ithin a span of half8a8!ilometre# This does
reslt in a little canni)ali4ation, )t it also means that "e )lan!et that area#
Importantly, none of these otlets is a franchise# A crcial part of the strategy is that all
otlets are company8o"ned# .ven thogh self8o"ned cafs are more e/pensive in the
short term, a too8hasty s"itch to the franchisee model may cost the )rand vale#
Besides, self8o"ned cafs mean greater control on prodct Hality, service and training,
"hich is critical for a relatively8yong )rand sch as ors#
Another policy is that CCD do not advertise# They )elieve that they are not yet )ig
enogh to 1stify mass advertising V on8site promotions and localised mar!eting
initiatives still do the tric! for CCD# It is fond that ?* per cent of the cstomers are
throgh "ord8of8moth#
And even "ithot advertising, last year :' million people visited or cafs# This year,
"eve hi!ed that target to =' million#
Then, employee incentives at the cafs depend not only on sales, )t also the profits#
Also, if a caf does not deliver profits "ithin si/ months of starting operations, they
close it# %ver the years, "e have closed 5= Caf Coffee Days, "hile 5*: are in
operation#
CCD is in the process of revamping or loyalty programme to ma!e it dynamic and
attractive# 0reviosly cstomers cold get 5' per cent discont on prchases made at
or otlet and the points accmlated cold )e encashed for pri4es#
Caf Coffee Day ives the !arket what it wants" not what it is
ood at.
?usiness association:
CCD has emerged as an interactive alternative media for )rands to commnicate "ith
the Nyong at heart#
%ther media, sch as electronic, print and otdoor, offer )rand commnication throgh
visal and adio modes to a large section of the poplace, )oth relevant and irrelevant#
Caf Coffee Day offers a mch more interactive, targeted commnication, sometimes
adding even a taste dimension to a )rand ideaL
Farios in8caf collaterals sed to impart visi)ility to a )rand inside a caf or to add the
element of interactivity to a campaign are 0osters, Tent Cards, Danglers, Leaflets,
Brochres, Coasters, Drop )o/es, Contest +orms, $tirrers, $tandees etc#
%ver the years, CCD has sccessflly promoted a nm)er of )randsSprodctsSevents
throgh varios innovative tactics and promo ideas# Cashing in on its mass captive
adience, "e at CCD have entered into tie8ps and promotions "hich are "ell !nit "ith
or )rand promise and "hich can )e creatively sed to "oo the Indian Coth#
Corporate #o$ial Responsibility
Despite achieving tremendos gro"th, the company has conted it of tmost priority to
contri)te sccess )ac! to or society# %f or many corporate social responsi)ilities or
main attempt has )een to create e/citing and vala)le employment opportnities for the
less fortnate and ma!e them as independent as possi)le#
%r nderstanding "ith a !no"n IB$ Enable India gives s the opportnity to
employee hearing E speech impaired people# The company has also initiated a
($CATI$IAA TRAIIIIB C$AAEBE that recrits individals from the less
fortnate, remote parts of the state and trains them in a state8of8the8art facility at
Chic!maglr# Kere they learn a)ot operations E cstomer service# The training also
incldes on8the81o) training after "hich the stdents are provided "ith fll time
employment opportnities "ith Caf Coffee Day#
Section-III
Project
Details
"ro)ect 'etails
Customer Relation Manaement initiation to improve sales at Caf! Coffee "ay#
The pro1ect also incldes ho" to retain the e/isting cstomer# It has also
seen "hich activities inspire the cstomer to visit Caf Coffee Day more often# The
stdy "as made !no" "hether cstomers are satisfied a)ot Caf Coffee Day or not#
Becase satisfied cstomers "ill )e the loyal cstomers# It has also seen "hich things
are not going good for frther improvement#
Cstomer 2elationship 3anagement6
Cstomer 2elationship 3anagement is a company8"ide )siness strategy designed to
redce costs and increase profita)ility )y solidifying cstomer loyalty# ItGs a strategy
sed to learn more a)ot cstomersG needs and )ehaviors in order to develop stronger
relationships "ith them# After all, good cstomer relationships are at the heart of
)siness sccess
Customer retention
Jnder the present of competitive environment, the focs of the %rgani4ation is more on
cstomer retention than cstomer acHisition# Cstomer retention is the process of
!eeping cstomer acHisition# Cstomer retention is the process of !eeping cstomer in
the cstomer inventory for an Jnending period )y meeting the needs and e/ceeding the
e/pectations of those cstomers
Topic of t*e Study
Customer Relations*ip Manaement initiatives to improve t*e sales
at Caf! Coffee "ay#
Ieed:
5# To nderstand the importance of C23 in service indstry
To nderstand "hether C23 strategy helps in retaining e/isting
cstomer
(# To !no" ho" C23 "ill help in improving CCD performance#
$bjective:
5# To !no" the importance of C23 in Caf Coffee Day#
(# To introdce C23 strategy in %rgani4ation#
:# To !no" "hether C23 helps to )ild strong relation "ith cstomer#
=# To !no" "hether C23 helps to retain the cstomer#
*# To identify area for frther C23 improvement#
Researc* Met*odoloy
5# $rvey throgh Hestionnaires
(# +ace O to8+ace intervie"
Sample si=e6 5''
Sample unit6 Cstomers of Caf Coffee Day
Samplin met*od6 Convenience $ampling
Secondary "ata:
The ma1or sorce of secondary data is throgh internet #The information on
coffee indstry and company profile of Caf coffee Day is collected throgh internet#
Analysis
&
Interpretati
on
#
$ccupation:
Occupation of Respondent
5* 5*+0 5*+0 5*+0
,, ,,+0 ,,+0 (1+0
( (+0 (+0 100+0
100 100+0 100+0
't$ent
-orking
)siness
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
)siness -orking 't$ent
F
r
e
/

e
n
c
!
10
60
50
40
,0
20
10
0
(
,,
5*
Interpretation:
*?; of the respondents are stdents#
::; of the respondents are "or!ing#
&; of the respondents are )siness#
$tdent Fisit Caf Coffee Day more than other#
Bender:
**
Gender
56 56+0 56+0 56+0
44 44+0 44+0 100+0
100 100+0 100+0
Male
Female
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
Female Male
F
r
e
/

e
n
c
!
60
50
40
,0
20
10
0
44
56
Interpretation:
*>; of the respondents are 3ale#
==; of the respondents are +emale#
Ae of t*e respondent
Ae of Respondent
15 15+0 15+0 15+0
51 51+0 51+0 12+0
21 21+0 21+0 (,+0
6 6+0 6+0 ((+0
1 1+0 1+0 100+0
100 100+0 100+0
15&20
20&25
25&,0
,0&,5
,5&40
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
,5&40 ,0&,5 25&,0 20&25 15&20
F
r
e
/

e
n
c
!
10
60
50
40
,0
20
10
0
6
21
51
15
Interpretation:
5*; of the respondents are )et"een the age grop 5*8('#
*<; of the respondents are )et"een the age grop ('8(*#
(5; of the respondents are )et"een the age grop (*8:'#
>; of the respondents are )et"een the age grop :'8:*#
5; of the respondents are )et"een the age grop :*8='#
Age grop9 )et"een9 ('8(* visit Caf Coffee day more other age grop#
Ko, often you visit Caf! Coffee "ayO
How often !ou "isit ##$
5 5+0 5+0 5+0
,( ,(+0 ,(+0 44+0
1( 1(+0 1(+0 6,+0
,1 ,1+0 ,1+0 100+0
100 100+0 100+0
20er! Da!
3nce in -eek
3nce in fortnight
3nce in Month
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
3nce in Month 3nce in fortnight 3nce in -eek 20er! Da!
F
r
e
/

e
n
c
!
50
40
,0
20
10
0
,1
1(
,(
5
Interpretation:
*; of the respondents visit Caf Coffee Day every Day
:&; of the respondents visit Caf Coffee Day once in a Aee!
5&; of respondent visit Caf Coffee Day once in fortnight
:<; of respondent visit Caf Coffee Day once in 3onth#
%nly *; of the respondent Fisit Caf Coffee Day every day# $o )y sing
0romotional Activities and C23 techniHes Caf Coffee Day can ma!e them to
visit freHently#
Ko, lon you *ave been visitin Caf! Coffee "ay
How lon !ou ha"e %een "isitin ##$
,0 ,0+0 ,0+0 ,0+0
2* 2*+0 2*+0 5*+0
2( 2(+0 2(+0 *1+0
1, 1,+0 1,+0 100+0
100 100+0 100+0
From 'tart
From 2 !ears
From a !ear
Recentl!
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
Recentl! From a !ear From 2 !ears From 'tart
F
r
e
/

e
n
c
!
40
,0
20
10
0
1,
2(
2*
,0
Interpretation:
:'; of the respondents are visiting caf from start#
(?; of the respondents are visiting caf from last t"o year#
(&; of the respondents are visiting caf from a year#
5:; of the respondents are visiting caf from recently#
)or ,*at purpose did you visit Caf! Coffee "ay
&or what purpose did !ou "isit ##$
51 51+0 51+0 51+0
20 20+0 20+0 11+0
12 12+0 12+0 *(+0
5 5+0 5+0 (4+0
6 6+0 6+0 100+0
100 100+0 100+0
Refreshment
4ight 'nacks
Parties
)siness meeting
3ther
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
For #hat "r"ose $i$ !o 0isit CCD
For #hat "r"ose $i$ !o 0isit CCD
3ther
)siness meeting
Parties
4ight 'nacks
Refreshment
F
r
e
/

e
n
c
!
10
60
50
40
,0
20
10
0
6
5
12
20
51
Interpretation6
*<; of the respondent visit caf for refreshment prpose
('; of the respondent visit caf for light snac!s
5(; of the respondent visit caf for 0arties
*; of the respondent visit caf for Bsiness meeting
>; of the respondent visit caf for other reason ( hanging p "ith friends)
Ahat factor inflences yo to come Caf Coffee Day
What factors influences !ou to co'e ##$
1 1+0 1+0 1+0
* *+0 *+0 15+0
4( 4(+0 4(+0 64+0
1 1+0 1+0 65+0
2 2+0 2+0 61+0
,, ,,+0 ,,+0 100+0
100 100+0 100+0
Msic
'er0ice
Coffee 5 'nack
Price 5 Promo
6os"italit!
2n0ironment
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
-hat factors inflences !o to come CCD
2n0ironment
6os"italit!
Price 5Promo
Coffee5'nack
'er0ice
Msic
F
r
e
/

e
n
c
!
60
50
40
,0
20
10
0
,,
4(
*
1
Interpretation:
+or <; of the respondent msic inflences to come CCD
+or ?; of the respondent service inflences to come CCD
+or =&; of the respondent coffee and snac!s inflences to come CCD
+or 5; of the respondent price E promo inflences to come CCD
+or (; of the respondent hospitality inflences to Come CCD
+or ::; of the respondent .nvironment inflences to come CCD
This sho"s that promotional activities are not effective# To ma!e them effective
company has to do some plan#
Are you a,are of promotional activity conducted by Caf! Coffee "ay
Are !ou aware of pro'otional Acti"it! conducted %! ##$
,1 ,1+0 ,1+0 ,1+0
6, 6,+0 6,+0 100+0
100 100+0 100+0
7es
8o
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
8o 7es
F
r
e
/

e
n
c
!
10
60
50
40
,0
20
10
0
6,
,1
Interpretation6
:<; of the respondents are a"are a)ot promotional activities
>:; of the respondents are not a"are a)ot promotional activities#
This sho"s that promotional activities are not effective and advertisement is
less#
Would !ou likr to know
5, 5,+0 16+* 16+*
16 16+0 2,+2 100+0
6( 6(+0 100+0
,1 ,1+0
100 100+0
7es
8o
%otal
.ali$
'!stem Missing
%otal
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
8o 7es
F
r
e
/

e
n
c
!
60
50
40
,0
20
10
0
16
5,
Interpretation:
<>; of the respondents "old li!e to !no" a)ot promotional activities
:=; of the respondents not li!e to !no" a)ot promotional activities#
This sho"s that most of them are interest in promotional activities#
Dould you li<e to celebrate your special moment at Caf! Coffee "ay
Would !ou like to cele%rate !our special 'o'ents at ##$
*4 *4+0 *4+0 *4+0
16 16+0 16+0 100+0
100 100+0 100+0
7es
8o
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
8o 7es
F
r
e
/

e
n
c
!
100
*0
60
40
20
0
16
*4
Interpretation:
?=; of the respondents li!e to cele)rate their special moments at CCD
5>; of the respondents dont li!e to cele)rate their special movement at CCD#
Dould you li<e to be a part of any CC" event conducted in futureO
Would !ou like to %e a part of an! ##$ e"ent conducted in future
11 11+0 11+0 11+0
2, 2,+0 2,+0 100+0
100 100+0 100+0
7es
8o
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
8o 7es
F
r
e
/

e
n
c
!
100
*0
60
40
20
0
2,
11
Interpretation
::F of t*e respondents li<e to be part of t*e CC" event
77F of t*e respondents donGt li<e to be part of t*e CC" event
CC" *as to see t*e advertisement s*ould reac* t*ose ::F of t*e customer-
And conduct t*e events ,*ic* s*ould retain t*ose customers-
$pinion about service
opinion a%out ser"ice
11 11+0 11+0 11+0
61 61+0 61+0 1*+0
11 11+0 11+0 (5+0
4 4+0 4+0 ((+0
1 1+0 1+0 100+0
100 100+0 100+0
6ighl! 'atisfie$
'atisfie$
8tral
not satisfie$
6ighl! not 'atisfie$
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
6ighl! not 'atisf ie$
not satisf ie$
8tral
'atisf ie$
6ighl! 'atisf ie$
F
r
e
/

e
n
c
!
10
60
50
40
,0
20
10
0
4
11
61
11
Interpretation:
5<; of the respondents are highly satisfied a)ot service
>5; of the respondents are satisfied a)ot service
5<; of the respondents feel service is not good and not )ad means o! #
=; of the respondents are not satisfied a)ot service
%nly 5; of the respondents are highly not satisfied a)ot service#
This sho"s service at caf coffee day is overall good
$pinion about %rice
opinion a%out (rice
, ,+0 ,+0 ,+0
,( ,(+0 ,(+0 42+0
4* 4*+0 4*+0 (0+0
10 10+0 10+0 100+0
100 100+0 100+0
6ighl! 'atisfie$
'atisfie$
8tral
not satisfie$
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
not satisf ie$ 8tral 'atisf ie$ 6ighl! 'atisf ie$
F
r
e
/

e
n
c
!
60
50
40
,0
20
10
0
10
4*
,(
,

Interpretation
:; of the respondents are highly satisfied a)ot price
:&; of the respondents are satisfied a)ot price
=?; of the respondents feel price is netral
5'; of the respondents are not satisfied a)ot price#
$pinion about promotional Activity
opinion a%out (ro'otional Acti"it!
10 10+0 10+0 10+0
16 16+0 16+0 26+0
6( 6(+0 6(+0 (5+0
5 5+0 5+0 100+0
100 100+0 100+0
6ighl! 'atisfie$
'atisfie$
8tral
not satisfie$
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
not satisf ie$ 8tral 'atisf ie$ 6ighl! 'atisf ie$
F
r
e
/

e
n
c
!
*0
60
40
20
0
5
6(
16
10
Interpretation:
5'; of the respondents are highly satisfied a)ot promotional activity
5>; of the respondents are satisfied a)ot promotional activity
>&; of the respondents feel promotional activities are netrl
*; of the respondents are not satisfied a)ot promotional activity
This sho"s promotional activities are not effective#
"o event conducted by CC" influence you to visit CC"
$o e"ent conducted %! ##$ influence !ou to "isit ##$
66 66+0 66+0 66+0
,4 ,4+0 ,4+0 100+0
100 100+0 100+0
7es
8o
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
8o 7es
F
r
e
/

e
n
c
!
10
60
50
40
,0
20
10
0
,4
66
Interpretation:
>>; of the respondents said events condcted )y CCD inflences them to visit
CCD#
:=; of the respondents said events condcted )y CCD not inflence them to
visit CCD#
D*ic* of t*e follo,in Activity ,ould influence you visit CC"
Which of the followin Acti"it! woulf influence !ou to "isit ##$
26 26+0 26+0 26+0
,4 ,4+0 ,4+0 60+0
,5 ,5+0 ,5+0 (5+0
5 5+0 5+0 100+0
100 100+0 100+0
)irth$a! Part!
D9 'ho#
Promotional Acti0it!
Foos Fest
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent

Foos Fest Promotional Acti0it! D9 'ho# )irth$a! Part!
F
r
e
/

e
n
c
!
40
,0
20
10
0
5
,5
,4
26
Interpretation:
+or (>; respondents Birthday parties inflences#
+or :=; respondents D@ sho" inflences#
+or :*; respondents 0romotional activity inflences#
+or *; respondent +ood +est inflences#
This sho"s promotional activity and D@ sho"s are more effective#
$pinion about t*e Staff:
Opinion a%out the staff
62 62+0 62+0 62+0
11 11+0 11+0 1,+0
1* 1*+0 1*+0 (1+0
( (+0 (+0 100+0
100 100+0 100+0
Frien$l!
.er! Frien$l!
Rigi$
)lank:8o Reaction;
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
)lank:8o Reaction; Rigi$ .er! Frien$l! Frien$l!
F
r
e
/

e
n
c
!
10
60
50
40
,0
20
10
0
(
1*
11
62
Interpretation:
>(; of the respondents feel staff of CCD is friendly
55; of the respondents feel staff of CCD is very friendly
5?; of the respondents feel staff of CCD is 2igid
&; of the respondents feel staff of CCD is Blan!#
This sho"s staff of caf is good#
Cross Tabs
Ae of Respondent ) How often !ou "isit ##$ #rossta%ulation
Cont
1 2 6 15
2 20 1 2* 51
, 10 6 2 21
1 4 1 6
1 1
5 ,( 1( ,1 100
15&20
20&25
25&,0
,0&,5
,5&40
Age of
Res"on$ent
%otal
20er! Da! 3nce in -eek
3nce in
fortnight 3nce in Month
6o# often !o 0isit CCD
%otal
Age of Res"on$ent
,5&40 ,0&,5 25&,0 20&25 15&20
C
o

n
t
60
50
40
,0
20
10
0
6o# often !o 0isit
3nce in Month
3nce in f ortnight
3nce in -eek
20er! Da!
2*
6
4
6
1
10
20
1
,
Interpretation:
+rom a)ove cross ta)s, it can )e interpretated that different age grop people visit cafe
Coffee Day more in once in "ee!, once in fortnight, once in month# The ma1or
percentage of the cstomer "ho visit Caf Coffee Day are in the age grop ranging
from ('8(*# 3a1or part of the cstomer visit Caf Coffee Day once in Aee! and once in
3onth# This may not "or!ot for the company# Therefore company has to ta!e
cstomer relation management initiative to retain the old cstomer and also acHiring
ne" cstomers#
H o w o ften ! o u " i s i t # # $ ) W h at fac to r s i n fl u en c e s ! o u to c o ' e # # $ # r o s s ta% u l a ti o n
C o n t
1 1 1 2 5
4 21 1 1 , ,(
2 , 6 1 1 1 (
4 21 1 1 1 ,1
1 * 4 ( 1 2 ,, 1 0 0
2 0 e r ! D a !
3 n c e i n - e e k
3 n c e i n f o r tn i g h t
3 n c e i n M o n th
6o # o f te n
! o 0 i s i t
C C D
% o ta l
M s i c ' e r 0 i c e
C o f f e e 5
' n a c k
P r i c e 5
P r o m o 6 o s " i ta l i t!2 n 0 i r o n m e n t
- h a t f a c to r s i n f l e n c e s ! o to c o m e C C D
% o ta l
6o# often !o 0isit CCD
3nce in Month
3nce in f ortnight
3nce in -eek
20er! Da!
C
o

n
t
50
40
,0
20
10
0
-hat factors inflen
2n0ironment
6os"italit!
Price 5 Promo
Cof fee 5 'nack
'er0ice
Msic
11
1
1,
21
6
21
4
,
4
Interpretation :
According to a)ove cross ta)le (5 ; of the respondent visit monthly E (5; of the
respondent visit once in "ee! for the prpose of coffee and $nac!s#
Occupation of Respondent ) Are !ou aware of pro'otional
Acti"it! conducted %! ##$ #rossta%ulation
Cont
26 ,2 5*
( 24 ,,
2 1 (
,1 6, 100
't$ent
-orking
)siness
3cc"ation of
Res"on$ent
%otal
7es 8o
Are !o a#are of
"romotional Acti0it!
con$cte$ b! CCD
%otal
3cc"ation of Res"on$ent
)siness -orking 't$ent
C
o

n
t
10
60
50
40
,0
20
10
0
Are !o a#are of "ro
8o
7es
1
24
,2
(
26
Interpretation
According to a)ove cross ta)le a"areness in each segment (stdent, "or!ing, )siness)
is less# 0ercentage of a"are respondent is less compare to the not a"are respondents# To
give a"areness caf has to give some advertisements ( in caf)# CCD can maintain
cstomer data )ase so that they can send message or they can give call to the cstomer#
Ae of Respondent ) Which of the followin Acti"it! woulf influence !ou to "isit ##$
#rossta%ulation
Cont
, * 4 15
15 16 22 4 51
6 6 * 1 21
2 , 1 6
1 1
26 ,4 ,5 5 100
15&20
20&25
25&,0
,0&,5
,5&40
Age of
Res"on$ent
%otal
)irth$a! Part! D9 'ho#
Promotional
Acti0it! Foos Fest
-hich of the follo#ing Acti0it! #olf inflence !o to 0isit
CCD
%otal
Age of Res"on$ent
,5&40 ,0&,5 25&,0 20&25 15&20
C
o

n
t
60
50
40
,0
20
10
0
-hich of the follo#i
Foos Fest
Promotional Acti0it!
D9 'ho#
)irth$a! Part!
4
*
22
4
,
6
16
*
6
15
,
Interpretation6
((; of the respondent )et"een age grop ('8(* said promotional activity inflence
them to visit Caf Coffee Day
?; of the respondent )et"een age grop 5*8(' said D@ sho" inflence them to visit
Caf Coffee Day#
?; of the respondent )et"een age grop (*8:' said promotional activity inflence
them to visit Caf Coffee Day#
About "romo
After analy4ing the srvey, it "as very mch clear that the cstomers "ere seemed to )e
more inflenced )y promotional activities# According to the srvey :*; of the
respondents feel promotional activity inflence them visit t Caf Coffee Day# Therefore
accordance to cstomers response, it "as decided to implement a promo for ( days
that is on $atrday and $nday and to chec! ot "hether sales "ill increase, for the
cstomer satisfaction regarding 0romo#
)or t*is promo a local Keartbeat allery *as sponsored ifts
The promo "as li!e ma!e a )ill of 2s (&& and ,et e/citing gifts# I prepared
advertisement, "hich "as pt on Caf door )efore t"o days#
"etails of t*e promo:
Implemented for t"o days
The promo "as promoted to cstomer t"o days )efore implementation and
some people "ere informed throgh $3$#
Aith every men card one advertisement of promo "as given#
Arond :' )ills "ere more than 2s (&&
Jtmost cstomer $atisfaction#
D*at is purpose of visit to Caf! Coffee "ay
What is purpose of "isit to #afe #offee $a!
1 25+0 25+0 25+0
1 25+0 25+0 50+0
14 50+0 50+0 100+0
2* 100+0 100+0
9st a casal 0isit
< 0isit on e0er! #eeken$
Promo#as the "r"ose
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
-hat is "r"ose of 0isit to Cafe Coffee Da!
-hat is "r"ose of 0isit to Cafe Coffee Da!
Promo#as the "r"ose
< 0isit on e0er! #ee
9st a casal 0isit
F
r
e
/

e
n
c
!
16
14
12
10
*
6
4
2
0
14
1 1
Interpretation:
+rom the a)ove graph it can )e interpreted that the ma1ority (5=) of the respondent
agreed that 0romo "as the prpose of their visit to Caf Coffee Day# This is good sign
for promo# This clearly indicates that given an opportnity, consmer are "illing to visit
Caf Coffee Day# This evidently proves that "ell designed promo can attract the
cstomer and also increase the sales
Ths Caf Coffee Day mst ta!e an initiatives to organi4e sch more promos to attract
and to retain the cstomer##
Ko" cold yo rate the 0romo
How could !ou rate the pro'o
10 ,5+1 ,5+1 ,5+1
15 5,+6 5,+6 *(+,
, 10+1 10+1 100+0
2* 100+0 100+0
2=cellent
>oo$
A0erage
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
6o# col$ !o rate the "romo
6o# col$ !o rate the "romo
A0erage >oo$ 2=cellent
F
r
e
/

e
n
c
!
16
14
12
10
*
6
4
2
0
,
15
10
Interpretation
The ma1or pert of the respondents (5*) said that promo "as good# And to some e/tent
cstomer (5') said that it "as e/cellent# There "ere very fe" people "ho felt promo
"as good )t rater as average# This sho"s promo had given positive impact on
cstomer
Dould you expect Caf! Coffee "ay to orani=e suc* more promotion
in futureO
Would !ou e*pect #afe #offee $a! to orani+e such 'ore (ro'os in
future
25 *(+, *(+, *(+,
, 10+1 10+1 100+0
2* 100+0 100+0
7es
8o
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
-ol$ !o e="ect Cafe Coffee Da! to organi?e sch more Promos in ftre
8o 7es
C
o

n
t
,0
20
10
0
,
25
Interpretation:
(* of the respondent said that promotional activity inspires them to visit Caf
Coffee Day# Ahen its crystal clear that promotional activity inspire people to visit caf
coffee day, CCD mst ta!e opportnity to attract the cstomer throgh promos "hich
can )ild trst and good Cstomer 2elation#
Are you satisfied ,it* t*is promoO
Are !ou Satisfied with tis pro'o
21 (6+4 (6+4 (6+4
1 ,+6 ,+6 100+0
2* 100+0 100+0
7es
8o
%otal
.ali$
Fre/enc! Percent .ali$ Percent
Cmlati0e
Percent
Are !o 'atisfie$ #ith tis "romo
Are !o 'atisfie$ #ith tis "romo
8o 7es
F
r
e
/

e
n
c
!
,0
20
10
0
21
Interpretation:
(< of the respondent "ere satisfied a)ot promo that they "ere a part of promo#
$everal consmers even sggested condcting more promos in ftre# This positive
otcome sho"s that consmer "ere highly satisfied#
+indings6
$tdents visit Caf Coffee Day more
Age grop )et"een 7('8(*9 visits Caf Coffee Day more# They are the potential
cstomers#
:&; of the respondents visit Caf Coffee Day once in "ee! and :<; of the
respondent visit caf Coffee Day once in month#
*<; of the respondent visit CCD refreshment 0rpose
=&; of the respondent feel coffee and $nac!s inflence them to visit CCD
>:; of the respondent "ere not a"are of the promotional activity Condcted )y
CCD
<>#?; of the respondent "old li!e to !no" a)ot promotional activity#
<<; of the respondent "old li!e to )e part of any ftre event in CCD
<?; of the respondent $atisfied a)ot service
>>; of the respondent feel event condcted )y CCD inflence them to visit
CCD
<:; of the respondent feel $taff of CCD is friendly
:>; of the respondent said promotional activity inflences them, :=; said D@
sho"s inflences them#
%romo:
*:#>; of the cstomer rated prom "as good and :*#<; rated promo "as
e/cellent#
?&; of them e/pect more events in ftre#
&>#=; of the respondent satisfied a)ot promo#
Suggesti
ons
+
Recommen
dation
Suggestions and
Recommendations
1. Orani!e at least fe" promotional acti#ities in
or$er to %&il$ oo$ relation "it' c&stomer
(. )i#e a$#ertisement a%o&t promotional acti#ity
*. +aintain C&stomer $ata %ase.
,. -is' t'e re&lar c&stomer for .e" /ear or for any
festi#als t'ro&' reetin car$ or S+S or t'ro&'
ift. T'is "ill increase t'e loyalty of t'e c&stomers.
0. Increase n&m%er of co&c'es an$ place
1. Play t'e oo$ m&sic
2. 3&ic4 Ser#ice
5. To increase sales Caf6 Coffee Day can also 'a#e
corporate tie &ps "it'in t'e city.

Conclusi
on
Conclusion
The stdy helped me gain vala)le insight in nderstanding ho" Cstomer 2elation
3anagement can help in increase sales #The pro1ect 7Cstomer 2elationship
3anagement initiatives to increase sales at Caf Coffee Day9 has )een a !no"ledge
gaining e/perience# I have )een a)le to nderstand that designing of promotional
activity is an art and it help the company to increase the sales#
A"areness a)ot promotional activity is less #Thogh it has not )een advertised at a
large on television , still has long "ay to go )efore it can catch p "ith its competitors#
I hope my "or! )ecomes sefl for company#
Limitation6
2- A stdy is restricted only for K)li CCD
6- Time dration is only >' days
7- The respondents may give )iased opinion#
Destionnaire
0ersonal Details6
Iame:
Address:
$ccupation:
a1 Student b1 Dor<in
c1 ?usiness d1 Kouse,ife
Ae:
Contact Io:
21 Ko, often you visit caf! coffee dayO
a1 Every day b1 $nce in fortni*t
c1 $nce in fortni*t d1 $nce in Mont*

61 )rom *o, lon you *ave been visitin Caf! Coffee "ayO
a1 )rom initiation b1 )rom t,o years
c1 )rom year d1 from recently
71 )or ,*at purpose did you to visit caf!O
a1 Refres*ment b1 Ai*t snac<s
c1 %arties d1 ?usiness meetin
e1 $t*er 0Specify1&&&&&&&&&&&&&&&&&&&&&&&
81 D*at factor influences you to come to CC"O
a1 Music b1 Service
c1 Coffee L Snac< d1 %rice L %romo
e1 Kospitality f1 Environment
41 Are you a,are of promotional activity conducted by CC"O
a1 .es b1 Io
If Io+
Dould you li<e to <no,O
a1 .es b1 Io
91 Bive your opinion about follo,in factor:


Bive your Suestions to improve t*e not satisfied factor-
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
:1 Dould you li<e to celebrate your special moments in cafeO
a1 .es b1 Io
;1 Dould you li<e to be a part of any CC" event conducted in futureO
a1 .es b1 Io
31 "o event conducted by CC" influence you to visit Caf!
a1 .es b1 Io
251 D*ic* of t*e follo,in activities ,ould influence you to visit CC"O
a1 ?irt*day party
b1 "N s*o,
c1 %romotional Activities
d1 )ood )est
e1 Any ot*er
221 D*at aspect of Caf! Coffee "ay Ieed to be improveO
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
)actors Ki*ly
Satisfied
Satisfied Ieutral Ki*ly not
Satisfied
Iot
Satisfied
a1 Service
b1 Kospitality
c1 Music

d1 %rice
e1
%romotional
activity
261 D*at is your opinion about t*e staff of Caf! Coffee "ayO
a1 )riendly b1 very friendly
c1 Riid c1 ?lan<
Also ive your suestion *o, you ,ould li<e t*e team to treat youO
271 Dould you li<e to be part of %astry festival+ if conducted by Caf! Coffee "ay in
near futureO
a1 .es b1 Io
7ee$%ac4 form
.ame888888888888888888
Ae8888888888888888888
Occ&pation88888888888888
5# Ko" often do yo visit caf coffee dayW
3ore than once in "ee!
%nce in a "ee!
%nce in a fortnight
%nce in a month
%ccasionally
(# Ahat is prpose of visit to caf coffee dayW
@st a casal Fisit
I visit on every $nday
70romo9 "as the prpose
Any other $pecify
:# Ko" cold yo rate this promoW
./cellent
,ood
Average
Bad
Fery )ad
=# Aold yo e/pect Caf coffee Day to organi4e sch more 0romos in the ftreW
Ces Bo
*# Are yo satisfied "ith this promotionW
Ces Bo
T'an4 /o&
Bi)liography
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