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Dissertation Proposal

Name –Sunil Dela

Course- MBA (marketing management)

• Topic – Barista Vs Café coffee day- A comparative study.

Case Study – Barista and Café coffee day

Reason of Choose the topic- Being a Student of Marketing and moreover a youngster,
I have chosen the topic of my Dissertation BARISTA VS CAFÉ COFFEE DAY – A
COMPARATIVE STUDY. The main reason being that both these companies share a
strong customer base & are the major competitors at all levels.

I will conduct this Investigatory Project by interacting with its customer’s. Basically the
management who are working in the outlets & would definitely try, understand & find out
the hidden facts & comparison attached with the above title.

Barista and Café Coffee Day were chosen because of their identical pattern of
functioning and growth. They are the only two major players in the national coffee café
industry and their customers consider both as interchangeable brands. This is why it is
important to study how these brands differentiate themselves from each other, and
attempt to improve brand loyalty amongst their customers.
Objective of Study-

• To make a comparative study of both the companies (based on the product and
services provided.)

• Identify areas of excellence and areas needing improvement; and provide

suggestions for such improvement

• To compare two prominent services Sectors companies on a common platform,

analyze their working and performance,

• And highlight what they are doing well, while providing suggestions and
recommendations for improvement.

• To identify the areas of promotions and advertisements of the both companies.

• To understand the marketing strategies of the both companies.

• To find out the satisfaction level of the customers of the both companies.

• To analyze the swot analysis of the both companies.

• To know about customers perception towards both the companies.

Research Methodology

For the purpose of this study, I prepared 2 research tools, both questionnaire, to find out
the relevant primary data pertaining to the functioning and working of both Barista and
Café Coffee Day. The data was collected based on information provided by:

1. The management of the organization.

2. Customers visiting Barista and Café Coffee Day outlets.

Besides the primary data collected with the help of the questionnaire, I have also
collected the relevant secondary data from various sources like magazines, books and
Internet and newspapers. Based on the relevant primary and secondary data, a
comparative analysis has been done so as to find out the areas of excellence and areas
of improvement of both organizations.

The areas of excellence and improvement have been identified based on factual
information, in light of which recommendations and suggestions have been provided for
the overall improvement of the organizations in the future.

Research Design:-

Data collection- Data can be collected by two ways first is primary method and second
one is secondary method. In my project both data are collected for study.

Research Tool- Questionnaire and Personal Interview

Questionnaire framed are mostly close ended and some suggestion part are open
ended so that customer can express their view openly which will be beneficial for the
company for future strategies.

Sample Size- 100 people (targeted population)

Sample size: - 25 people (Management)

Sampling procedure- Judgmental sampling in both

Area sampling: - Gurgaon and NCR

Population being studied- My target population will be college students, office goers,
school student, working women’s with each of 25% .
Literature Review

1. Indian food service retail:-Emerging diversify in food industry

Author-Navneet Kamboj and Shriti Dhiman

Source: Magazine- Retailing (India is leading food Baron)
Volume- 4 and Date- 30-08-2009
CAFÉ COFFEE DAY:- it is a part of India’s largest coffee conglomerate named
Amalgamated bean coffee trading company ltd. Café coffee are pioneers of the café
concept in India with its first cafe at Brigade road Bangalore, opened in 1996. The
company currently owned and operates 745 cafes in other 111 cities in India and plan to
have 900 cafes by the end of this fiscal year. Café coffee day is categorised into QSR
and in some cases it’s almost like restaurant that provides for leisurely seated along
meal option like lounge café and every newly introduced format called café coffee

BARISTA: - the company commenced its operation in the year 2000. Barista plan to
double of its outlets in next year and 25% growth .The Company has decided to raise
the bar by unveiling barista cream its premium chain of café .This lounge format is the
next level of barista experience to upgrade the consumers to the next level of barista

CASE STUDY: - Retailing concepts and case study
Author- M Anand and Mity Jayashanker
Published- 2004 and volume-1
Barista dark dining warehouse is very antithesis of the bright stirring ambience of its 130
espresso bars. Enter any one of the bars and the warm, bustling life inside along with
stimulating aroma of freshly –brewed coffee is sure to lift your spirit .In sharp contrast,
musty atmosphere of the warehouse is downright depressing. We have to drive our
assets harder and higher return on equity.


Author:- Naresh Malhotra

Source: - Case study in retailing management
Published – 2004 and volume-1
Café coffee day an informal ambience. Its bright décor and similar crockery was
eye catching. Visitors could sip coffee, browse the internet, conduct business
meeting or just while away time with friends. Café coffee day seemed to be one
of the coolest hang out for college crowd and teenagers. Besides promoting its
paraphernalia such as caps, t-shirts and coffee mugs, it promoted young artists
and displayed their painting on its walls. When café coffee day realized that it
was dubbed old fashioned and conservative in its approach and work style, it
went for a major image makeover. The interiors were redesigned, a new menu
was introduced, and crockery was changed. The baseline was also changed
from “The place to be” to “a lot can happen over coffee”. Musical instrument were
organized to attract the youth.
4. Ambience at Barista:-

Author: - Yogesh Samnant

Source: - Case study in retailing management
Published: - 2004 and volume-1
While actively planning to enter the coffee business in India. Barista realized that
it was not only coffee that consumers were looking for. They were infact looking
for a place to hang around comfortably. They wanted a place where they could
be themselves, and do whatever they wanted such as reading a book, writing a
letter or simply hill out. The consumers also were assured that it was okay if they
didn’t order anything. Barista saw an opportunity and decided to redefine its
service model. The orientation program at barista specially focused on enabling
the team to understand the attitude and behaviours in traditional restaurants
which restrained the customer from being him /her. Barista an interactive, social
environment with games like Pictionary, chess and scrabble.

Coffee in literature:-
Author: - Rev. Edward Terry:-
Rev. Edward Terry, chaplain to Sir Thomas Roe, Many of the people there (in India),
who are strict in their religion, drink no Wine at all; but they use Liquor more wholesome
than pleasant, they call Coffee.
Author: - Chatman:-
Chatman's small-world theory is one that applies to this group. The theory says that a
Community will show willingness to accept some information, while rejecting or viewing
other information as trivial. The mentality is that they themselves are the insiders
(locals) versus the outsiders (tourists). This shapes their information flow in that the
locals are more willing to accept and, importantly, trust, information from one another
within their community. This need for trust is central to the small-world concept.



Case study: - case study in retailing management

Magazine-retailing (India’s emerging food Baron)