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8/8/2019 Cafe Coffee Day Charts
1/13
[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 1
ANALYSIS OF QUESTIONNAIRE
Demographics of the respondents of the questionnaire :
Age
Income
Male
60%
Female
40%
Gender
Upto 20
18%
20-25
24%25-30
30%
30-35
20%
above 35
8%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 2
. Name a few coffee joints.
Inference : Thus we see that the brand recall of cafe coffee day is higher than than that of cafe
coffe day. Thus we infer that people can relate more to cafe coffee day more as in coparison to
barista.
. Have you ever visited a cafe coffee day / barista outlet?
Thus we see that more number of people visit cafe coffee day more as in comparison to barista. The
reason may be due to the fact that cafe coffee day has more outlets and is thus more accessible
Ca
c
ee
a
1%
ari
a
49%
Ca
Coffee
Da
7%
ari
a
43%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 3
3. If companies like barista, costa coffee, caf mocha make their prices comparable to cafe coffee
day, would you still buy a caf coffee day coffee?
or
If companies like cafe coffee day, costa coffee, caf mocha make their prices comparable to
barista , would you still buy a barista day coffee?
a) Cafe coffee day price comparison
Here we see that there are a lot of people who are brand loyal to cafe coffee day to a very large
extent as they say that they would continue to go to a cafe coffee day outlet even if the other
competitors like barista and costa coffee decrease their prices. The number of people is more as in
omparison to the number who would not go to cafe coffee day if the prices of other competitors
become higher. Although there is also a substancial number of people who say that they are not
sure. This market can can be tapped as the people can get influenced to become loyal customers.
b) Barista price comparison
Here we see that the number of people who are brand loyal to barista are less as in comparison to
people who are not brand loyal. Thus barista has to work more to making loyal customers. It thus
has to focus on improving on many parameters.
Yes
0%
No
36%
Can't say
%
Yes
%
No
0%
Can't say
3
%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 4
. Which of the following qualities do you associate with caf coffee day/ barista?Cafe coffee day qualities
Here we see that the overall image of cafe coffee day is very casual. Thus it is basically for
younger crowd as most of the people percieve it as fun-loving, cheerful and lively.
Barista qualities
Here we see that people percieve barista to be a more formal sort of joint. The qualities people
associate with it are: elegant, sophisticated etc.
Fun
loving,chee
rful,lively
76%
Elegant,
sophisticat
ed,16%
Dull, boring
andmundane
8%
Fun
loving,cheer
ful,lively
7
%
Elegant, sop
histicated,
%
dull, boring,
mundane
6%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 5
5. On the following occasions which joint will you prefer? (tick your choice)
Birthday party
Casual get-together
Formal meeting
Caf coffee
day
63%
Barista
37%
Caf
coffee day
5
%
Barista
42%
Caf coffee
day39%
Barista
61%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 6
Self- introspection
Here when we compare the occasions on which people go to cafe coffee day and barista we again
see that for more casual occasions like birthday parties and casual get-togethers people prefer to go
to cafe coffee day and for more formal occasions they like to go to barista. For self- introspectionalso more people like to go to barista as they percieve it as a quieter place with a calm enviornment
as a whole.
6. When you buy coffee, how important is the following factors for you. Please give a rating from
to
(
being the highest and
being the lowest.)
Price:
Caf
coffee
day
33%
Barista
6
%
Caf Coffee DayBarista0
!
"
6
#
$
0
$
%
!
&
'
$ $
%
&
6
(0
Caf Coffee Day
Barista
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 7
Quality
Taste
Caf Coffee DayBarista0
)
0
6
1
20
2 3
7
4
6
3
7
5
)
0
)
Caf Coffee Day
Barista
Caf Coffee DayBarista0
5
10
15
20 16
7
2
0
68
11
0 Caf Coffee Day
Barista
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 8
Ambience
For those customers who are brand loyal to Cafe Coffee DayAscending order of their preference is :
Ambience, price, taste, quality
Thus we see that people go to cafe coffee day mainly because of the the quality of its products.
For those customers who are brand loyal to BaristaAscending order of their preference is :
Price, taste, quality, ambience
Thus we see that people go to barista mainly because of its ambience.
7. Which coffee joint do you prefer over the other on the following parameters?
Value for money
Caf Coffee DayBarista0
2
4
6
8
70
7 2
2
0
7 2
8
8
2
8 9
Caf Coffee Day
Barista
Caf
coffee day66%
Barista
3@
%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 9
Quality
Service
Taste
Cafcoffee day
A
2%
Barista
3B
%
Caf coffee
dayC C
%Barista
5A
%
Caf coffee
dayA B
%
Barista
32%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 10
Overall satisfaction level
Thus we see that people prefer cafe coffee day with respect to the various parametres like value for
money, quality and taste and prefer barista with respect to its ambience. Thus overall people prefer
cafe coffee day to barista.
D
. Which country do you associate with coffee caf day / barista culture?
We see that most of the people are aware of the country of origin of cafe coffee day and barista and
thus have high brand awareness of both.
Caf coffee
dayE
F
%
BaristaG H
%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 11
I
.Which of the following colors do you associate with caf coffee day ?
Thus we see that people generally associate red colour with cafe coffee day and thus have
awareness of its logo.
P0. Can you identify the tagline of cafe coffee day/ barista from the following?
Thus we see that people are more aware about the tag line of cafe coffee day as in comparison to
barista. Thus people associate more with that brand.
Red5
Q
%Brown
3 R %
Green
7%
OrangeS
%
A lot can
happen over
coffee
6T
%
Where the
world meets
20%
The best
coffee in the
world
P
6%
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 12
Comparative analysis
From the above analysis of the questionnaire we can conclude the following about the two brand
images in the minds of the consumers.
For those customers who are brand loyal to Cafe Coffee DayAscending order of their preference is
Ambience, price, taste, quality
For those customers who are brand loyal to BaristaAscending order of their preference is
Price, taste, quality, ambience
Following graphs show the choice preference of joint for various occasions consumers with respect
to their ages
Birthday Party
Casual Get togethers
Barista
CCD
0
U
0
V
0
60
Less thanW
5More than
U
5
1U
U
5
53
10 Barista
CCD
Barista
CCD
0
10
X0
30
Y 0
Less than
5More than X 5
1a
30
36
X0
Barista
CCD
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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010
By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 13
Formal Meetings
Self Introspection
Barista
CCD
0
b0
c
0
3040
50
60
Less thanc
5More than
d 5
e
56
b f
c 0
Barista
CCD
Barista
CCD
0
b
0
d0
30
40
Less thanc5
More than c 5
g 6
36
c3
b f
Barista
CCD