Cafe Coffee Day

PROJECT ON COMPLETE STUDY OF CAF
COFFEE DAY
DECLARATION
I hereby declare that the project work entitled COMPLETE STUDY OF CAF
COFFEE DAY submitted to GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY, is a record of an original work done by me under the guidance of
Mrs. SANGEETA JOSHI, Faculty Member LINGAYAS LALITA DEVI
INSTITUTE OF MANAGEMENT & SCIENCES, and this project work has not
performed the basis for the award of any Degree to the best of my knowledge.
NEHA SINGHAL
14619201712
[SIGNATURE OF STUDENT]
NEHA SINGHAL
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COFFEE DAY
CERTIFICATE
Certified that this project report COMPLETE STUDY OF CAF
COFFEE DAY is the bonafide work of NEHA SINGHAL and has
carried out the project work under the supervision of Mrs.
SANGEETA JOSHI.
SIGNATURE
SIGNATURE
Mr. PRANAV MISHRA
Mrs. SANGEETA JOSHI
HEAD OF THE DEPARTMENT
Project Incharge
BBA DEPARTMENT
DEPARTMENT
BBA
LINGAYAS LALITA DEVI INSTITUTE

LALITA DEVI INSTITUTE
LINGAYAS
OF MANAGEMENT & SCIENCES

MANAGEMENT & SCIENCES
NEHA SINGHAL
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OF
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COFFEE DAY
ACKNOWLEDGEMENT
I take this opportunity to express a deep sense of gratitude to
Mrs. SANGEETA JOSHI (the Guide of the project for guiding) for
his/her cordial support, valuable information and guidance, which
helped me in completing this task through various stages.
I express my thanks to the HOD Mr. PRANAV MISHRA of BBA
Department for his support in completing the project.
I would also like to express my gratitude towards my parents and
people who have willingly helped me out with their abilities in
completion of this project.
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TABLE OF CONTENT
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TOPIC
Declaration
Certificate
Acknowledgement
Executive Summery
History
Objectives
Features
Current trends in Industry
Market size in US
Major players in the Industry
Customer Expectations
Promotion
Mission Statement
Logo
Product at Caf Coffee Day
Rewards
Awards
Caf Formats
Benefits
Sales Promotions
Segmentations Strategy
Seven steps of Great Services
Research & Methodology
Recommendations & Conclusions
Bibliography
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COFFEE DAY
EXECUTIVE SUMMERY
The research project deals with CAF COFFEE DAY. The research
project addresses the issues and facts that are critical to success
of chain of Caf Coffee Day in India. Along with this, the project
has also covered management skills, services provided and trends
& opportunities. The report also discusses about the competitors
of the Caf Coffee Day in India. It also covers various promotional
techniques adopted by Caf Coffee Day in order to attract
customers. It also shows its comparison with its competitors.
There is an intense competition among these players which
makes them come out with various offers time to time. Surveys
were also conducted with customers during this project which
gave insights about these outlets and the factors that are
motivating them to visit Caf Coffee Day. The result of these
surveys gives very interesting facts. Finally, the report also covers
strength and weaknesses along with opportunities and threats
involved for Caf Coffee Day in Indian market. This study is
primarily intended to oversee and evaluate the history of Caf
Coffee Day as a brand of new generation Coffee item and
Beverages viz. Coffee in Delhi. Culture and cuisine are two
highlights of the city of Delhi. The objective of our project is to
explore the marketing techniques adopted by Caf Coffee Day in
India. And to know the recent trends in the market with respect
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COFFEE DAY
to promotion of Caf Coffee Day and the opportunities and
challenges in India. Caf Coffee Day is a complete family Coffee
Restaurant. People are highly satisfied with the services and
quality of the Coffee served at Caf Coffee Day. People give
overall 7/10 marks to Caf Coffee Day. Most of the people visiting
Caf Coffee Day are between 19 to 25 years of age. People feel
that prices of Caf Coffee Day are high.
History
Caf Coffee Day is a division of India's largest coffee
conglomerate, Amalgamated
Bean Coffee Trading Company Ltd. (ABCTCL), popularly known as
Coffee Day. This
is a Rs. 300 crore ISO 9002 certified company. Its chief customers
are in USA,
Europe & Japan. Based in Chickmaglur, the home of some of the
best Indian
Coffees, Coffee Day has its business spanning the entire gamut of
coffee
Consumption in India. Its different divisions include:
Coffee Day Fresh n Ground (354 Coffee bean and powder retail
outlets)
Coffee Day Xpress (341 Coffee Day Kiosk)
Coffee Day Take away (7000 Vending Machines)
Coffee Day Exports
Caf Coffee Day
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Coffee Day Perfect (FMCG Packaged Coffee) division
Caf Coffee Day (CCD) pioneered the caf concept in India in
1996 by opening its
first caf at Brigade Road in Bangalore. Till about the late 1990s
coffee drinking in
India was restricted to the intellectual, the South Indian
traditionalist and the five
Star coffee shop visitor. As the pure (as opposed to instant coffee)
coffee caf
Culture in neighboring international markets grew, the need for a
relaxed and fun
Hangout for the emerging urban youth in the country was
clearly seen.
Recognizing the potential that lay ahead on the horizon, Caf
Coffee Day embarked on a dynamic journey to become a large
organized retail caf chain with a distinct brand identity of its
own.
Indias favourite coffee shop, where the young at

heart unwind.
Caf Coffee Day is a part of India's largest coffee conglomerate,
Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), the
first to roll out the coffee bar concept in India with its first caf in
Bangalore. Its a Rs. 750 crore, ISO 9002 certified company. With
Asias second-largest network of coffee estates (10,500 acres)
and 11,000 small growers, making its holder the largest individual
coffee plantation owner in Asia, this in addition to being India's
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only vertically integrated coffee company. Coffee Day has a rich
and abundant source of coffee. This coffee goes all over the world
to clients across the USA, Europe and Japan, making us one of the
top coffee exporters in the country.We all know that Caf Coffee
Day is one of the most popular hangout places. The coffee joint is
very famous among youngsters. Coffee is one of the favorite
beverages and has become more appealing because of its variety.
ABCTCL 6 divisions:
Exports - India's largest coffee exporters. Currently export over
30000 tonnes of green coffee per annum, i.e 15% of India's coffee
exports. They have also ventured into specialty coffee exports.
Coffee Day Fresh and Ground- Maior player in the roast & ground
filter coffee segment. It provides a unique assortment of blends at
affordable prices. The coffee is freshly ground in front of the
customer and sold to him.
Cafe Coffee Day - It is a place where customers come and
rejuvenate themselves. It is a meeting place for the young and
the young at heart. In the caf Hot and Cold coffee as well as
merchandise are sold to the customers.
Coffee Day Vending To serve the man on the move who though
hurry does not have to compromise on quality of coffe he drinks.
Coffee Day has its vending machine placed in vendor outlets in
major cities.
Coffee Day Express Bridges the need gap between the leisurely
cuppa and the bite at the caf and a quick drink at the vending
point. In this segment you would notice kiosks strategically
positioned where a customer can not only drink coffee but also
grab a quick bite on the move.
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Coffee Day 'Perfect'- For mass-in-home consumption section
where filter coffee is consumed everyday. The filter coffee is sold
in packaged form to the customers.
Coffee has been around in India since the 17th century. However,
coffee drinking has traditionally been largely restricted to
domestic consumption, and mostly in the South Indian states of
Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. Coffee has
been around in India since the 17th century. However, coffee
drinking has traditionally been largely restricted to domestic
consumption, and mostly in the South Indian states of Tamil Nadu,
Karnataka, Kerala and Andhra Pradesh.
India ranks sixth as a producer of coffee in the world accounting
for 4.5% of the global coffee production. India has about 170,000
coffee farms cultivating around 900,000 acres of coffee trees.
India is the largest producer and consumer of milk
in the world with 98% of milk being produced in rural India. Coffee
consumption in India is growing at 6% per annum compared to
the global 2% plus.
Caf Coffee Days menu ranges from signature hot and cold
coffees to several exotic international coffees, tea, food, desserts
and pastries. In addition, exciting merchandise such as coffee
powders, cookies, mugs, coffee filters, etc. is available at the
cafs.
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It was in the golden soil of Chikmagalur that a traditional family
owned a few acres of coffee estates, which yielded rich coffee
beans. Soon Amalgamated Bean Coffee Trading Company Limited,
popularly known as Coffee Day was formed. With a rich coffee
growing
tradition
since
1875
behind
it
coupled
with
the
opportunity that arose with the deregulation of the coffee board in

the early nineties, Coffee Day began exporting coffee to the
connoisseurs across USA, Europe & Japan. Coffee Day's two curing
works at Chikmagalur and Hassan cure over 70,000 tonnes of
coffee per annum, the largest in the country. Coffee Day has a
well-equipped roasting unit catering to the specific requirement of
the consumers. The process is carried out under the control of
experienced personnel to meet highest quality standards. The
most
modern
technology
available
is
used
to
maintain
consistency and roast the coffee beans to the demanding

specifications of the discerning coffee consumers.
Caf Coffee Day (CCD) pioneered the caf concept in India in
1996 by opening its first caf at Brigade Road in Bangalore.
Today, more than a decade later, Caf Coffee Day is the largest
organized retail caf chain in India with cafes functioning in every
nook and corner of the country. Drawing inspiration from this
overwhelming success, Caf Coffee Day today has cafes in
Vienna, Austria and Karachi. Whats more, new cafes are planned
across Middle East, Eastern Europe, Eurasia, Egypt and South East
Asia in the near future.
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In October 2009, CCD unveiled a new brand logo, a Dialogue Box,
to weave the concept of Power of Dialogue. In accordance with
this new brand identity, CCD planned to give all its existing
outlets a new look by the end of 2009. Cafs would be redesigned
to suit different environments such as book, music garden and
cyber cafes suitable for corporate offices, university campus or
neighborhood. The change plan included new smart menu,
furniture design, among others.
CAF COFFEE DAY IN THE PAST 12 YEARS:

1996
1st caf in
2001
14 cafs in 6 cities
2008
607 cafs across 98
Cities, and in
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OBJECTIVE
To be the best Cafe chain by offering a world class coffee
experience at affordable prices.
The offerings are designed in such a manner that one cannot be
spelt without the other; there are the hot coffee or cold coffee
combinations with delectable desserts and special coffee and eats
combinations for even a group of four friends.
Coffee Day Comprises of the following Sub Brands
1. Coffee Day - Fresh & Ground
2. Caf Coffee Day
3. Coffee Day Vending
4. Coffee Day - Xpress
5. Coffee Day Exports
6. Coffee Day - Perfect
Pioneers of the Caf Concept in India with its first Caf at Brigade
Road, Bangalore in 1996. This Caf was opened as a Cyber Caf
(first of its kind) but later, with the burst of cyber cafes it reverted
to its core competency i.e.; Coffee. Essentially a youth oriented
brand with majority of its customers falling in the 15-29 year age
bracket .Each caf, depending upon its size attracts between 400
and 800 customers daily. It is a place where customers come to
rejuvenate themselves and be themselves.
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Key Features
Pioneers of the Caf Concept in India with the its first Caf at
Brigade Road, Bangalore in 1996. This Caf was opened as a
Cyber Caf (first of its kind) but later, with the burst of cyber
cafes it reverted to its core competency Coffee.
Essentially a youth oriented brand with majority of its
customers falling in the 15- 29 year age bracket
Each caf, depending upon its size attracts between 400 and
800 customers daily.
It is a place where customers come to rejuvenate themselves
and be themselves.
USP of the Brand:

1. Affordable Price
2. Coffee Winner of Platinum, Gold, Silver and Bronze medals
at the India
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Barista Championship 2002
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CURRENT TREND IN INDUSTRY
Growth of Caf Industry in India
Hot beverages have always been a part of the tradition of India,
especially South India. Coffee took the first seat in South India
when the traditional Brahmin classes brought down. In order to
spread the drink, coffee houses emerged at various places in the
country, which also served as the opposite places for lawyers and
the educated class to hold discussions ranging from politics to
cinema. It is also believed that many scripts and ideas for films
evolved here.
The drink also became famous and as a result even five star
hotels began cashing in on it. Several hotels all over the country
started
opening
coffee-
shops
that
catered
to
high-
end
customers. This showed the popularization of coffee cafs, to all

sections of society.
The drink has now become more of a concept than merely a drink
itself. The last decade witnesses the growth of numerous coffee
pubs in the country. A number of coffee caf owners tried to
westernize the taste in contrast to the filter coffee.
Now, large retail chains like Qwikys, Barista, and Caf Coffee Day
have opened up around the country. The concept of a caf today
is not merely about selling coffee, but about developing a national
brand. Retail cafs now form a multi-crore industry in the country,
and have huge potential for growth locally, and internationally.
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The more than US $150 million organized coffee retail business in
India is coming into its own, fed by rising incomes and a fast-food
sector that is growing at 40 per cent annually. Coffee consumption
has increased from 55,000 tons to 80,000 tons after decades of
stagnation. Industry sources say the niche coffee retail format is
growing at 10-12 per cent a year, with branded coffee accounting
for 53 per cent of sales, unbranded 40 per cent and cafes 7 per
cent.
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MARKET SIZE IN US
Snapshot: Coffee Shop
Retail Sales Estimates Year End 2009 Coffee Cafes: (beverage
retailers with seating) 1,250 locations averaging $550,000 in
annual sales = $ 6.12 billion or adults who have visited a
coffeehouse in the past week:
Average weekly spending $5 or under: 41%
Rarely or never purchase food: 49%
Consume the beverage off-premises: 52%
Demographics
Seventy-seven percent of U.S. adults drink coffee daily, and
gourmet coffee consumption has risen in the past five years.
According to Scarborough Research, a market research firm that
studies media, lifestyle, and shopping patterns in the United
States, in October 2008, 12 percent of adults have been to a
coffee shop in the past month.
Although popularity of coffee
shops has recently spread across the nation, the West coast has
the most coffee shop patrons. The ideal ratio of coffee shops to
residents in a particular area is 1:10,000
MAJOR PLAYERS IN THE INDUSTRY

Following are the major players in coffee shop industry:
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A. Barista Lavazza
One of India's largest franchised chains of coffee bars, the
Barista Lavazza coffee company operates around 205
outlets across India 15 crme lounges and the rest
espresso coffee bars.
It plans to open 300 new stores over the next three years
and has begun aggressively marketing its products
outside
Indian
borders
into
neighboring
countries.
Considered the Starbucks of the East, Barista offers many

of the same menu items like espresso, lattes, cappuccino
and various pastries, in addition to basic coffee. Despite
being Indian, Barista sticks closely to its Italian roots by
serving Italian coffees exclusively.
B. Costa Coffee
British coffee retail chain Costa Coffee launched its
outlet in New Delhi, becoming the first international
coffee chain to start operations in India in September
2005.
The chain is currently operational with 36 outlets and
expanding aggressively to tap this potential market.
C. Caf Mocha
It was started by a Mumbai based entrepreneur Riyaz
Amlani, who has a long experience in the hotels and
restaurants business. This store is strikingly different
from others, they love being over-the-top and thus its a
place that either you love it too much or find it Over
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the top. Studying the marketing Mix adopted by caf
mocha.
Owned
by
Impresario
Entertainment
&
Hospitality Pvt. Ltd.

Mocha opened its doors at Churchgate (Mumbai) in
December 2001
15 operational outlets across the country and its own
central kitchen
Future plans for Singapore, Dubai and New York and
Chicago.
Retail players like Reliance Retail and Shoppers Stop are also
retailing coffee with their multi-products offering outlets like
Reliance Timeout and Desi Caf respectively.
Competitors Analysis
8%
Barista
8%
32%
Minerva Coffee Shop

Caf Coffee Day
Gloria Jeans
Beyond Coffee
Caf Mocha
Costa Coffee
4%
48%
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CUSTOMERS EXPECTATIONS
When a customer visits a coffee shop they expect a good
experience. They want the service provider to provide them with
the best services they have. From the chart given below we can
easily make out that the customers gives high preference to the
quality of services and they give least preference to the pricing.
The major reason behind customer giving least preference to the
price is because they want a good experience which is beyond
price.
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Factors considered while selecting a coffee shop

Quality of Services
Items in the menu
Location
Ambience
Pricing
24%
42%
11%
11%
13%
From the above chart one can easily make out that 42%
people consider the quality of services offered by the coffe
shop before going to it.
The next important factor considered by customer before
choosing a coffee shop is the ambience. They want the
coffee shop to be a cool hangout place where they can
hangout with friends and do some combined studies
RATING TO CAF COFFEE DAY BY THE CUSTOMER ARE
SHOWN IN THE CHART BELOW
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Rating to Cafe Coffee Day given by customers on the factors listed below
Ambience Location
Pricing
Quality of Product
Service Offered
52
48
52
44
40
20
16
4
4 4
Not0 Satisfied
28
24
16
16
28
16
4
Satisfactory
24
20
Good
Very Good
12 12
4
Excellent
From the chart above one can easily make out the following
things regarding to Caf Coffee Day:1. Customers grade Caf Coffee Day very good when it comes
to ambience.
2. Customers grade Caf Coffee Day good when it comes to
pricing.
3. Customers grade Caf Coffee Day very good when it comes
to service offered.
to quality of product.
to Location.
Which simply proves that Caf Coffee Day is one of the best
hangout place for the youth who consider the factors mentioned
above while selecting a Coffee Shop.
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Promotion
Caf Coffee Day does not believe in mass media promotions. But
they are involved in all the areas of serious consumer passion.
Through television
Caf
Coffee
Day
held
contest
around
very
popular
programmed on Zee English called Friends. All the six lead

characters are shown often visiting a coffee shop and a lot of
youth like watching the programme. That is why they had a
contest running where customers could win Friends' merchandise.
The linkage was that it is a youth based programme and it had a
coffee house.
They have tied up with Channel [V]'s Get Gorgeous contest. The
reason being that a lot of their young consumers are interested in
careers. Modeling is a career that a lot of youngsters are
interested in and this was an excellent platform. They have also
done promotion for History Channel, where they have run
promotion for Hollywood Heroes. They had asked a few question
and a lucky winner won a trip to Hollywood.
Ticket sales
Caf Coffee Day is involved in ticket sales in quite a few events,
Enrique being one of them. They were involved in WWE, Elton
John, and Bryan Adams ticket sales. These acts are very much
appreciated by their consumers. It helps both the organizers as
well as Caf Coffee Day. Organizers need to tell people where the
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tickets are available and single Caf Coffee Day logo says it all.
From Caf Coffee Days point of view, they always ask for a
certain amount of tickets around which they have a contest.
Couples can win ticket for free. This in turn raises the awareness
level as cafe staff approaches the consumers to inform them
about the contest. There is not a better publicity mechanism then
the person who is serving you telling you about the same.
Association with movies
Caf coffee day has been associated with a pool of movies to
broadcast it self .Its main intention is to increase the visibility rate
within the crowd who are a part of the audiences. They have been
a part of movies like:
Bas Yun Hi
Khakee
Main Hoon Na
Kyun Ho Gaya Na
Mujhse Shaadi Karoge
Lucky
Socha Na Tha
And a lot of Telegu & Tamil movies
Sales Promotion
Caf coffee day has been a very promising initiator than
compared to its
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competitors for sales promotion like:
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COFFEE DAY
Giving away Gifts during occasions e.g. valentine day
Offering Coupons
Caf Citizen card which allows regular members to avail
discounts upto 20% and become a member after a purchase
amount of upto 2000 Rs.
Sugar free campaign which was mainly done to spread
awareness of staying healthy and fit by using the sugar free
sachets
Discounts during festive times to members
Place
Caf Coffee Day looks to cater to their target market with
strategically located outlets. Their outlets are generally located in
High Street/ Family Entertainment Centers. Considering their
generic appeal, there are Barista outlets located in and around
Malls, Cinemas, Colleges, Offices, etc. This endorses their brand
image of a caf that appeals to coffee lovers of all ages.
People
People at Caf Coffee Day believe that People are hired for what
they know but fired for how they behave. Motivation and
personal skill are laid emphasize upon.
Process
The order process at Caf Coffee Day is based on services, where
the customer can read the menu and order. Whereas they have a
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flexible delivery process, where the customer can go directly and
take what they have ordered for or the order is delivered on his
table.
Positioning
Research shows that 37% of the customers are between 20 and
24years. 27% of the customers are between the age group of 2529 years. 60% of the customers who visit the caf are male and
40% are female. 52% of customers who visit the cafes are
students.18% of the customers visit the cafes daily while another
44% visit weekly. Each caf, depending upon its size attracts
between 500 and 800 customers daily, mainly between 4pm and
7 pm. Customers describe Caf Coffee Day as the place they
frequent most after home and workplace/college. It is a place
where they meet friends and colleagues, in groups of 3 or more.
The prices here are perceived to be reasonable and it is a place
where customers come to rejuvenate themselves and be
themselves rather than a place to be seen at vis a vis other
cafes. 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
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COFFEE DAY
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.
MISSION STATEMENT
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LOGO
For a brand to stand out and be successful there has to be a
personal commitment from staff at all levels. The target
customers must identify with it. It should be vibrant and have a
life of its own. Liveliness, growth, fun and passion depicts our
brand, our customers, our staff and our future this is embodied
in our design and colour.
Our LOGO colours embody:

Red Square= Leadership, passion
White Swirl = Purity of purpose,
invigorating properties of coffee
Green Stroke = 125 years of coffee growing heritage of
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this vertically integrated Group
Now, the Logo has been changed;
To
PRODUCTS AT CAF COFFE DAY

Description of various Food and Beverages:
Hot Coffees
One Line Descriptions:
Espresso : Strong black coffee extracted at high pressure
and optimum temperature.
Espresso Americano : A shot of lightened Espresso diluted with
hot water.
Macchiato : A shot of Espresso topped up
with milk foam.
Cappuccino : Strong milk based coffee with a
shot of Espresso, milk and milk foam. It is one
the most popular hot coffees at Cafe Coffee
Day.
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COFFEE DAY
Caf Latte : Milkier hot coffee, mild and goes best with coffee
flavoring syrups. It has a very thin layer of milk foam.
Chocochino : A blend of Chocolate ice cream and Espresso
garnished with a dollop of milk foam. It is neither a hot coffee nor
a cold coffee. It is a warm coffee.
Cafe Mocha: Chocolate flavored Cappuccino. Goes best when
served with whipped cream. Garnish it with a dash of cocoa
powder.
Irish coffee: A light Espresso flavored with a choice of Irish
Cream/ Hazelnut/ Caramel and topped with Whipped Cream.
Caffeine Kick: Double shot of espresso diluted with hot water.
Black Velvet: A'ristretto'strong coffee served around 5-20 ml.
Kenyan Safari : An international coffee with the hidden flavor of
Blueberry. Colombian Juan Valdez: Rich, mild international hot
coffee with fruity flavour.
Ethiopian Qahwah : International hot coffee with a hidden
mocha flavour.
Hot chocolate : Lots and lots and lots of chocolate.
Cold Coffees
Tropical Iceberg : Ice blended cold coffee with notes of
chocolate. It is the most popular cold coffee across the country.
Tropical Temptation : A Tropical Iceberg topped with whipped
cream and a shot of chocolate sauce.
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Cold Sparkle: Ice blended cold coffee with
sparkling taste of coconut, it is among the
earliest cold coffees introduced in their
menu.
Iced Eskimo : Ice blended cold coffee with

notes of coffee and cream
balanced in right proportions.
Arabian Heights : Ice blended cold coffee with a distinct flavour
of cardamom.
Vegan Shake : It is made of 100 % pure vegetable fat and does
not contain any animal fat & dairy product. It is unique and is
being launched for the first time in the country by CCD.
Cappachillo : Coffee with sweetened creamy milk served on the
rocks.
Mochachillo : Chocolate flavored coffee
sweetened creamy milk
with
served on the rocks.

Cafe Frappe : A judicious blend of ice cream and coffee that
gives a smooth and creamy effect.
Almond frappe : Almond flavored rich, creamy cold coffee with
whipped cream, garnished with almond flakes.
Choco Frappe: A Cafe Frappe with an extra scoop of Vanilla ice
cream and a shot of chocolate sauce, garnished with cocoa
powder.
Devils Own : A smooth
blend
of cream
and
coffee
drenched
with chocolate sauce and topped up with a shot of
whipped cream.
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Kaapi Nirvana : It is their ultimate signature blend, very Indian
with hidden Caribbean taste, won the silver medal in the in the
world barista championship held in Oslo 2002. Rich coffee taste,
heavy body with creamy texture and does not require any
additional flavors.
Fruit Frappe : A judicious blend of ice cream and fruits having
different fruity flavors and thick cool texture. (Mango Frappe,
Strawberry Frappe, Pineapple Frappe, Lichi Frappe, Cold
Chocolate).
Teas
Assam Tea : A strong Tea grown in the best tea estates of Assam.
Masala Chai : High grade Assam tea in
combination with a Masala bag which is
meticulously
prepared
with
pepper,
cardamom and cinnamon to give an ethnic
feel.
Ice Tea : A flavoured cold tea served with
lemon juice on the rocks,
garnished with a slice of lime.
Granitas / Cremosas
Granitas : A cool slush drink in different flavour variants
Pineapple Crush : Pineapple flavour.
Cool Blue : Orange & hidden flavour of mint.
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Blood Orange : Orange flavour.
Smoothies : Ice-drinks blended with ice cream
to give it a creamy
texture, which gives a smooth creamy after taste
Strawberry/Mango Colada
: A smoothie,
flavoured with strawberry/mango garnished with whipped cream.
Cremosa : A fizz drink served with fruit concentrate, soda and Ice
Cubes Served on the Rocks. (Flavor options: Litchi, Ginger Spice
and Pina Colada)
Desserts
Mousse Au chocolate : A double layered Chocolate mousse with
a combination of milk a dark chocolate & subtle coffee flavor for
all the chocolate lovers.
Mocha Pastry : A fresh coffee sponge cake flavored with Coffee
cream and syrup.
Chocolate Fantasy Cake : Rich Chocolate
Pastry pampered with a rich garnish with
chocolate truffle swirl.
Pineapple Gateaux : Delicious cream and pineapple-flavoured
cake, very light and refreshing.
Chocolate Mousse : Creamy, Fluffy, Smooth, chocolate flavored
dessert, ideal with coffee.
Black forest Cake : The all time favorite Choco pastry with
cherries suited to our Indian palate.
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Sugar/chocolate Doughnut : A deep-fried dumpling doused
with cinnamon flavoured top dipped in sugar or chocolate truffle.
Date & Walnut cake : Rich butter base Cake made of delicious
combination Dates & Walnut.
Chocolate Brownie : A rich dessert made with the
combination of chocolate, butter, walnuts best with
coffee. [TIP: Tastes best with a scoop of Vanilla Ice
Cream.]
Banana walnut cake : Delicious teacake flavored with bananas
and walnuts
Marble cake : A delicious combination of chocolate and vanilla
butter sponge best with tea or coffee, topped with pure chocolate.
Try with a scoop of choc ice cream, vanilla ice cream, nuts &
chocolate sauce.
Cookies : A crisp sweet snack accompanying all coffee and teas
with choco chips, chocolate ginger, peanut butter and coconut
macaroon flavour options.
REWARDS
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The management believes that rewards offered by the company
should be meaningful and valuable to the employees. The
rewards are always based on attainable goals, they believe in
SMART goal stetting { S- specific, M- measurable, A- attainable, Rrealistic and T- time bound}. The rewards are clear,
understandable and open to all. The main focus of the rewards is
to recognize performance and motivate the high performers.
TYPES OF REWARDS:
An employee is chosen based on criteria such as excellent
customer comments, and maintenance of quality product
standards that will be publicized well in advance.
The employee of the month will feature in the caf magazine
caf beat.
Select caf of the month that will be featured in the caf
beat.
Select employee of the month that will be displayed at the
caf.
Certificate of appreciation from the regional head.
Participation in city/ regional/ national caf managers context.
Consistent and loyal employees with a good performance will
be rewarded with employee stock options.
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AWARDS
Cafe Coffee Day was named Food Services Retailer of the
Year and Exclusive Brand Retailer of the Year at the 1st
ICICI Bank Retail Excellence Awards function in 2005.
Cafe Coffee Day was rated the No. 3 food services brand
in Business World and Brand Equity surveys in 2004.
Cafe Coffee Day was ranked as the 3rd best" Retail F 6t B"
chain in India in the Brand Equity survey in 2004.
Mr. V.G. Siddhartha, Chairman (Amalgamated Bean Coffee
Trading Company Limited) received the " Economic Times Entrepreneur of the year 2003 "award.
Cafe Coffee Day has had a hat trick victory in the India
Barista Championship. For 3 years in a row, 2002, 2003,
2004 CCD has won all the top awards and its representative
has gone on to represent India at World Barista
Championships, winning silver medal in 2002 and 5th place
in 2004 for the country.
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CAF FORMATS
Caf
Coffee
Day
has
been
experimenting with caf formats for quite
sometime. Backed by the motivation of
providing customers with exciting choices
as well as constantly redefining the caf
experience, CCD has ventured into the
following formats:
Music Cafs provide customers with the
choice of playing their favourite music
tracks on the Digital Audio Jukeboxes
installed at the caf! There are around 85 cafes with such
jukeboxes. 32 cafes also provide customers with the visual treat
of watching their favorite music videos by means of Video
Jukeboxes.
Book Cafs offer the perfect solution to people who think that
the coffee experience is incomplete without browsing through the
bestsellers or reading a classic. CCDs book corners accentuate
the age-old combination of coffee and books. This exciting
concept has been successfully tested at 15 cafes in 12 cities
across India and the numbers are set to grow exponentially. CCD
has tied up with English Book Depot, one of Indias leading book
distributors for placement and rotation of reading materials
appealing to Caf Coffee Days discerning customers.
Highway cafs presents the traveler en route not only with good
coffee and scrumptious snacks amidst great ambience but also
with clean restrooms to get rid of that weariness from the road!
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Lounge cafs at Hauz Khas, Delhi and Southern Avenue,
Kolkata(Southern Avenue) and Hyderabad (Jubilee Hills) combines
the style and luxury of a lounge with the lively ambience and
comfort of a caf. With exquisite interiors, exotic menu and
thematic music, CCD Lounge offers a whole new experience to the
connoisseur while assisting the latter through its team of
hostesses who are poise and style incarnate and are looked upon
as fashion icons.
Garden cafs combine the joy of rejuvenating amidst verdant
landscapes and pots of coffee.
Cyber cafs combine the urge to surf, & not to mention get
connected through the internet while enjoying perfectly brewed
cups of coffees, both domestic as well as International blends!
These are of course just milestones. CCD is about to launch Sports
Caf, Fashion Caf & Singles Caf..
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BENEFITS
Following are the benefits that a customer can get from Caf
Coffee Day:
1. Benefits through pricing of products
Considering that Cafe Coffee Day is trying to target a market
whose age range is between 15 and 60 years, a pricing
policy appealing to this segment is difficult. The pricing is
extremely low and act as a deterrent to some customers who
might regard it as an indicator or quality, while very high
prices cannot be afforded by most of the youth. But since
Cafe Coffee Days current consumer profile is quite young,
their prices are mostly inexpensive, and at par with their
competitors.
2. Benefits through different product line

They are Coffee Day's most unique aspect is that it grows
the coffee it serves in its cafes. Coffee Day has a well-equipped
roasting
unit
catering
to
the
specific
requirement
of
the
consumers. The process is carried out under the control of

experienced personnel to meet highest quality standards. The
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COFFEE DAY
most
modern
technology
available
is
used
to
maintain
consistency and roast the coffee beans to the demanding

specifications of the discerning coffee consumers. The coffee
beans are supplied to all the cafs from Chikmagalur. The
eatables at Caf Coffee Day are catered by different vendors:
example: ice creams are catered by Cream Bell, Milk by Amul and
samosas
by
Patsiers
Gallery.
Caf
Coffee
Day
also
sells
merchandise through its stores. 5 per cent of the revenue comes

from
sale
of
merchandise.
Caf
Coffee
Day
product
Mix
constitutes a wide range of products that appeal primarily to

Indian coffee and snack lovers. Products have a decided Indian
taste to it - be it food or coffee. Most of the eatables have been
adopted to meet the Indian taste buds like samosa, biryani,
masala sandwich, tikka sandwich etc. Thus they have been trying
to capture the Indian taste along with classic coffee. The best
selling item in summer is frappe, which is coffee and ice cream
blended together. The young people favor it. In winter it is
cappuccino. Their merchandising includes funky stuff like t-shirts,
caps etc.
3. Benefits through Location

Cafe Coffee Day looks to cater to their target market with
strategically located outlets. Their outlets are generally located at
High Street/ Family Entertainment Centers. Considering their
generic appeal, there are Cafe Coffee Day outlets in and around
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COFFEE DAY
Malls, Cinemas, Colleges, and Offices etc. This endorses their
brand image of a caf that appeals to coffee lovers of all ages.
4. Benefits through People
The people at Cafe Coffee Day are characteristically trained to be
Pleasant, Polite and Positive.
SALES PROMOTIONS
Merchandising- Every CCD stocks merchandise ranging from
coffee mugs, Tshirts,
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
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COFFEE DAY
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 lowdown 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.
SEGMENTATION STRATEGY
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
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COFFEE DAY
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.
The graph below indicates official figures for the type of
consumers of CCD. We can
clearly see that its most profitable segment is the 20-24 age
brackets. These
customers can afford to visit CCD on a regular basis and have a
habit-forming
attitude towards CCD.
SEVEN STEPS OF GREAT SERVICE

1.
WELCOME THE CUSTOMER

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COFFEE DAY
Acknowledge customers presence at the caf. A smile goes a
long way. That is guaranteed.
Open the door to receive a customer & greet him courteously

with a smile
Meeting greeting & seating the customer in a warm & friendly
manner sets the ball rolling for the service that follows .It will
reflect in voice
Check whether the customer wants a takeaway or will be
seated at the caf
Take his preference if possible & direct him to available vacant
tables. Request the customers to be seated & introduce self.
2. TAKE THE ORDER & PRESENT THE BILL
A confident demeanor & good menu knowledge will help you to
assist the customer to his satisfaction
Hand over the menu to the customer & if not ready return to
take the order in a few minutes
Help the customer choose the right coffee or food by explaining
in detail the attributes of the product. It is important that you
recommend special product & add ons & combos of food &
beverages to the customers. Suggestive selling will help you
offer customers a better choice of their products.
When the customer is ready to give the order, use handheld
terminal. Choose SELL amongst user functions. Enter the
table number & the number of people. Take the order.
Check if the customer is the caf citizen ,if not, enroll the
customer in the caf citizen program
Inform customers at what time they should expect order to be
served. For eg. order will be served in 10 minutes. Sir
Print the order confirmation cum bill & place it in the folder on
the table.
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TIP: use one liner terminology to describe product & its benefits to
the customer.
3 .SALVER SERVICE
Serve the customer at the promised time & know the products
that you are about to serve .Pride in products will enhance the
customers confidence in their brand.
Arranged the readied products on a salver
Serve the food first & serve the cold coffee, hot coffee or other
beverages later. However check the customers preference. For
eg. Can I serve the food items first, Sir or would you like
everything to be served together?
In case of no specific customer preference serve food first
followed by coffee/ beverages
Announce the name of the product while you serve the product
Remember who ordered which coffee / food in case of a group
& serve the items accordingly
If there are four people gathered at a table, then bring the
coffee two at a time. Else, if you wait to bring all four together,
the first two will not retain their temperatures.
In case there are any delays after announcing the time of
service, please keep the customer informed of delay.
TIP: Ensure that you have served all the mandatory
accompaniments with the food & beverages like sauces, cutlery,
napkins etc...
4. VERBAL FEEDBACK & REPEAT ORDER

A feedback on existing service would help you improve
performance in future .Also; the customer will feel more valued &
important.
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Keep an eye on the tables in allocated section

Check with the customer if they would like some more coffee
, snacks or
desserts
Interact with as many as customers as possible & get

their feedback on the service & product. For eg. Hope you
liked the coffee Sir! I hope you found the service friendly &
prompt. Is there any way we can improve our quality of
coffee, food or service
TIP: If you ask for feedback, you are sure to receive comments
from customers
5 .CLEARANCE
Prompt clearance of the tables ensures that customers find the
caf seating area clean, hygienic & presentable when they are
seated at the tables
Clearance should be very prompt
Clear empty plates, cups & soiled napkins from the table
using a salver
Ensure that the surface & edges of the table is wiped with
assigned scrubber .Use a spray gun to dampen the table
with a cleaning agent prior to wiping the table.
6.
BILL SETTLEMENT & CUSTOMER FEEDBACK

MAKE THE POST SERVICE WAITING PERIOD EASY & FAST
FOR THE CUSTOMER
When the customer is ready to leave check the amount of the
bill from handheld & tell him the overall amount payable
Once the customer places the cash, remove the bill folder
from the table & clear the transaction promptly
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Request the customer to fill up the comment card. I would be
delighted if you could kindly fill up our customer comment/
feedback form while I return with the change, Sir!
Present exact change to the customer & collect the comment
card. Change, Sir!
In case of any negative comment, tackle the situation before
the customer leaves the caf .Acknowledge good comments
too.
7. PARTING REMARKS
Show customers that we value them & want them to return. A
pleasant parting remark would ensure that customer comes back
to caf
Thank the customer for choosing CAF COFFE DAY. And how
delighted you are to be of service to him. Thank you for
choosing CAF COFFEE DAY, Sir! It has been a pleasure having
you over.
TIP: It is not what you say, but how you say it!
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RESEARCH METHODOLOGY
Research Design
The controlling plan for a marketing research study in which the
methods and procedures for
collecting
and
analyzing
the
information is to be collected is known as Research Design or

a framework or plan for a study that guides the collection and
analysis of the data.
RESEARCH METHOD/ DATA SOURCES
Descriptive ResearchA research design in which the major emphasis is on determining
the frequency with which something occurs. For example, how
often users access internet in a given month. The focus of
descriptive research is to provide an accurate description for
something that is occurring.
Data Source:
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In this project both primary data as well as secondary data are
used.
PRIMARY DATA
Primary data used in this project is collected through three
sources:
Questionnaire Method
Direct Personal Interview Method
Observation Method
SECONDARY DATA
It is not possible to collect first hand information for each &
everything so, secondary data from various sources like Internet,
A. C Neilsons report on Jan, 2007, Information from television
channels like CNBC, Z Business, NDTV Profit etc. and Indian
Infoline Website.
Sampling
A fine subset of the population, selected from it with the
objectives of investigating its properties is called a sample and
the number of unit in the sample is known as sample size.
Sampling is a tool which enables us to draw conclusion about the
characteristics of the population after studying only those
subjects or items that are included in the sample. In sampling
method only few units of the population is considered. The choice
of an appropriate sampling design is of keeping in view the
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COFFEE DAY
objectives and scope of the enquiry and the type of the universe
to be sampled.
Sampling techniques:
Random sampling
Non random sampling
Random sampling:
A random sampling is done in such a way that each member of
the universe has a change of being selected, which enables
statistics procedures to be used under the result to estimate
sampling.
Non random sampling:

In the non-random sampling the chance of any particular unit in
the population being selected is unknown. The judgments
sampling method under non-random sampling method was
adopted for the study with a sample size of 100 respondents,
which are chosen in a judgment manner from the customer. In
this method a designed number of sample unit is selected
deliberately or purposely depending upon the objectives of the
enquirer so that only the important items representing the true
characteristics of the population are included in the sample.
Area of sampling-
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COFFEE DAY
In this study primary data plays a vital role. The process of
choosing the correct number of respondents is nothing but
sampling procedure.
Sampling area: Bangalore city
Sampling Size100 is the number of items to be selected from the universe to
constitute the sample. The method used here is random sampling
and on- the spot sampling, where the samples are selected
without considering any particular quality.
Sample MethodRandom Sampling
RECOMMENDATIONS &
CONCLUSIONS
From the project we can conclude the following: That Caf Coffee day is planning to go
international.
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COFFEE DAY
The other major things regarding service marketing is that
customers give top priority to the quality of the services /
products and ambience.
The major competitor of Caf Coffee Day is undoubtedly
Barista as both of the service providers cater to same market
segment India as they find India new target market.
Recommendations:1. To improve the interiors and dcor.
2. To have more and more tie-ups.
3. Only 50 % or less than 50 % people find Caf Coffee Day
quality of service, ambience, pricing and location to be very
good which proves that still Caf Coffee Day need to do lot of
homework in order to satisfy its customers.
4. It should introduce a feedback form system in order to know
about the customers satisfaction level.
BIBLIOGRAPHY
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COFFEE DAY
Observation
Books referred
Marketing management
Service marketing
Text bookConsumer behaviorWebsites
www.google.com
www.cafecoffeeday.co.in
www.wikipedia.in
www.answers.com
www.coffeeindustry.com
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PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

Mr. PRANAV MISHRA

Mrs. SANGEETA JOSHI

HEAD OF THE DEPARTMENT

LINGAYAS LALITA DEVI INSTITUTE

OF MANAGEMENT & SCIENCES

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

Indias favourite coffee shop, where the young at

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

opportunity that arose with the deregulation of the coffee board in

consistency and roast the coffee beans to the demanding

PROJECT ON COMPLETE STUDY OF CAF

CAF COFFEE DAY IN THE PAST 12 YEARS:

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

USP of the Brand:

Barista Championship 2002

PROJECT ON COMPLETE STUDY OF CAF

customers. This showed the popularization of coffee cafs, to all

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

Although popularity of coffee

MAJOR PLAYERS IN THE INDUSTRY

PROJECT ON COMPLETE STUDY OF CAF

Considered the Starbucks of the East, Barista offers many

PROJECT ON COMPLETE STUDY OF CAF

Hospitality Pvt. Ltd.

Minerva Coffee Shop

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

Factors considered while selecting a coffee shop

Items in the menu

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

programmed on Zee English called Friends. All the six lead

PROJECT ON COMPLETE STUDY OF CAF

competitors for sales promotion like:

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

Our LOGO colours embody:

PROJECT ON COMPLETE STUDY OF CAF

PRODUCTS AT CAF COFFE DAY

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

Iced Eskimo : Ice blended cold coffee with

served on the rocks.

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

PROJECT ON COMPLETE STUDY OF CAF

2. Benefits through different product line