Caf COFFEE DAY

A lot can happen over a cup of coffee

Sapna Agarwal 08-702

Vinay Agnani 08-703
Vaibhav Alone 08-705
Tejashree Bole 08-712
Smita Bommera 08-713
Pramod Kamble 08-730
Nupur Khanna 08-733
Sanjukta Mukherjee 08-740
Reemis Rodrigues 08-749
Neha Vyas 08-757

INTRODUCTION

V.G. Siddhartha, chairman of the Bangalore-based

Amalgamated Bean Company(ABC)

Rs. 750 crore, ISO 9002 certified company

Largest retail chain of coffee shop in India

First caf in 1996 at BANGALORE

873 cafes in 135 cities

Each caf, depending upon its size attracts between 100 to 300
customers daily.

Mainly to attract teenagers, business meetings

It is a place where customers come to rejuvenate themselves and be

themselves. Therefore, is a relaxed and fun hangout for the emerging
urban youth.
The company operates its cafes in various formats, such as music,
book, highway, lounge, garden, and cyber cafes
Tied-up with world space and micro sense
By March he wants to expand the chain to 950 cafs.

Various divisions are:

Coffee Day Fresh n Ground (which owns 400 Coffee bean and
powder retail outlets)
Coffee Day Xpress (which owns 895 Coffee Day Kiosk),
Coffee Day Take away (which owns 12000 Vending Machines)
Coffee Day Exports
Coffee Day Perfect (FMCG Packaged Coffee) division

S-T-P-D
SEGMENTATION

TARGETING
Middle class and upper middle class
youth

Caf Coffee Day has its main

consumer base in the age group of
15-30 years.

POSITIONING

Students, House wives, executives

and
youngsters
People who value a great cup of
coffee
CCD seeks to target not just the
youth but

DIFFERENTIATION

anyone who isyoung at heart.

Third Place" away from the home

and college or workplace for the
young and the young at heart.

Medium
Price
Band
873
outlets
in 135
cities

Coffee Bar

Place a cafe in every possible

Fun Place

location where some business can be

Home and Workplace

generated.

Strong and Stable Parentage

Right Locations

To be present in educational
institutions and corporate campuses

Coffee
House Chain

KNOWN

UNKNOW
N
Overlooked

Unaccept
ed
Accepted

Indifferent

CafNero
CafHillel CafMocha

Illycaf

Coffee
Heaven
Cupps
Coffee
Blenz

Allann

Coffee
World
Costa
Coffee

Dunkin
Donuts

JavaGreen

Barista
The
Coffee
Bean&
TeaLeaf

McCaf
India
Coffee
House

Branding Communication
Through Interactive Media
Held Contest around a Very Popular
Programme- Friends
Tie up lot of youth brands

VALUE PROPOSITION FOR CCD

Functional -

YES

Emotional -

YES

Economic -

YES

Image- Identity Model

BRANDCCD
IDENTITY

POSITIONIN
G
IMAGE
-IDENTITY
MODEL
PERCEPTIO
N

LABEL

IMAGE

POP-POD
PO

POD
ABCTCL

N
A
BR
D

AV
P
AIL OD
AB
ILI
TY

CCD

D
PO

POD
TASTE

E
C
I
PR

AD
s

IX
M
T

UC
D
O
P
PR
PO

PHYSICAL
EVIDENCE

SERVICE BLUEPRINT - CCD

SUPPORT PROCESS

CCD interiors
Furniture
Ambience
Interior design

Menu

CCD
boy/girl

Customer
walks -in

Views
Menu
card

Places
order

(On Stage)

Customer
Arrives at
CCD

(Back Stage)

CONTACT PERSON

CUSTOMER

CCD
exteriors

Goes to
the table

Line of
interaction
Greeted
by CCD
boy/girl

Delivery
Tray
Food &
drinks
Sits
Chats
Waits

Takes
order

Order
received
Eats

Delivers
the order

CCD
boy/girl

Exit way
CCD
exteriors

Requests
for bill

Makes
the
payment
Leaves

Accepts
request

Hands
over the
bill to the
customer

Line of visibility
Informs about the
order placed

Receives
Food/Drink

Data entry

Line of internal interaction

Prepares
Food / Drinks

Billing system
Processes bill

Bill
generated

SERVICE RECOVERY STRATEGIES

Parameters

Yes/no

Treat customer. fairly

Yes

Cultivate relationship with customer

Yes

Learn from recovery experience

Yes

Fail-safe the service

Yes

track complains

Yes

Parameters

Yes/No

Act quickly

Yes

Provide adequate
explanation

Yes

DIMENSIONS OF SERVICE
QUALITY

Reliability
Responsiveness
Assurance
Empathy
Tangibles

Search Quality

Experience Quality

Credence Quality

THANK
YOU !!