FROM CONSUMER AND RETAIL PERSPECTIVE ......2004- The launch of Liril Orange soap by HLL was conducted in Café Coffee Day 2004- TVS Scooty tied up with CCD for events in the coffee

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1 | P a g e SIMSR

PROJECT REPORT ON

EMPIRICAL STUDY ON CAFÉ COFFEE DAY, VIDYAVIHAR STATION

FROM CONSUMER AND RETAIL PERSPECTIVE

CARRIED OUT AT CAFÉ COFFEE DAY VIDYAVIHAR, MUMBAI

SUBMITTED BY

PALLAVI SRIVASTAVA

ROLL NO 55

IN PARTIAL FULFILMENT OF THE REQUIREMENTS

FOR

MASTER IN MANAGEMENT STUDIES

2011-2013

UNDER THE MENTORSHIP OF

PROF. RAMKISHEN

AND GUIDANCE OF

PROF. BRAJESH BOLIA

UNIVERSITY OF MUMBAI

K.J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

VIDYANAGAR, VIDYAVIHAR (E), MUMBAI - 400077

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DECLARATION

Pallavi Srivastava, a student of MMS- Marketing, semester IV of University of Mumbai of 2011-

2013 batch at SIMSR do hereby declare that this report entitled “Empirical Study On Café

Coffee Day, Vidyavihar Station From Consumer And Retail Perspective” has been carried out

by me during this semester under the mentorship of Prof.Ramkishen and under the guidance of

Prof. Brajesh Bolia as per the norms prescribed by the University of Mumbai, and the same work

has not been copied from any source directly without acknowledging for the part/ section that

has been adopted from published/ non-published works.

I further declare that the information presented in this project is true and original to the best of

my knowledge.

Date:

Place: Mumbai

PALLAVI SRIVASTAVA

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CERTIFICATE

I PROF. RAMKISHEN, hereby certify that Miss. Pallavi srivastava studying in second year

MMS- Marketing, batch 2011-2013 at SIMSR has completed the project “Empirical Study On

Café Coffee Day, Vidyavihar Station From Consumer And Retail Perspective” under my

guidance, as per the norms prescribed by the University of Mumbai, in the academic year 2011-

2013.

I further certify that the information presented in this project is true and original to the best of my

knowledge and belief.

Date:

Place: Mumbai

PROF. RAMKISHEN

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CERTIFICATE

I PROF. BRAJESH BOLIA, hereby certify that Miss. Pallavi srivastava studying in second year

MMS- Marketing, batch 2011-2013 at SIMSR has completed the project “Empirical Study On

Café Coffee Day, Vidyavihar Station From Consumer And Retail Perspective” under my

guidance, as per the norms prescribed by the University of Mumbai, in the academic year 2011-

2013.

I further certify that the information presented in this project is true and original to the best of my

knowledge and belief.

Date:

Place: Mumbai

PROF. BRAJESH BOLIA

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ACKNOWLEDGEMENT

It is with a sense of gratitude, I acknowledge the efforts of entire hosts of well

wishers who have in some way or other contributed in their own special ways to

the success and completion of this project.

I would like to thank my Project Mentor at SIMSR Prof. Ramkishen who has been

very helpful in the completion of this project.

I sincerely express my thanks to my Project Guide Prof. Brajesh Bolia for his

valuable guidance, intellectual suggestions and constant help in a lot of various

ways during project course.

Also, I express my sincere thanks Prof. Ralston for sharing his experience with

Café Coffee Day as an employee.

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Table of Contents History ................................................................................................................... 7

Positioning ............................................................................................................. 7

Advertising, Sales Promotion and Segmentation Strategy ..................................... 8

Generic Competition ............................................................................................ 10

Introduction ......................................................................................................... 11

Types of Location ................................................................................................. 11

Catchment area ................................................................................................... 13

Pricing .................................................................................................................. 13

Café moment ....................................................................................................... 14

Structure .............................................................................................................. 15

Expansion Strategy .............................................................................................. 16

Vidyavihar, CCD (Meeting Point) .......................................................................... 19

Store Layout ......................................................................................................... 19

BCG matrix ........................................................................................................... 20

Customer Survey .................................................................................................. 21

Detail Analysis of the Customer Survey ................................................................ 22

Recommendations to improve the Vidyavihar, CCD ............................................ 32

References ........................................................................................................... 34

Appendix .............................................................................................................. 35

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History

About Café Coffee Day

Café 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,

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

Café Coffee Day

Coffee Day Perfect (FMCG Packaged Coffee) division

Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its first café at

Brigade Road in Bangalore. Till about late 1990‟s coffee drinking in India was restricted to the

intellectual, the South Indian traditionalist and the five start coffee shop visitor. As the pure (as

opposed to instant coffee) coffee café 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, Café Coffee Day embarked on a

dynamic journey to become a large organized retail café chain with a distinct brand identity of its

own.

Positioning

Café Coffee Day, at its inception in 1996 was the vanguard of a café culture in India. At a time

when the country was growing well economically and young India enjoyed higher spending

power, CCD as it‟s 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.

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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, Café Coffee Day underwent a rebranding exercise through a change in its logo. The

earlier logo was a simple red square with 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 sub-

brands to represent the various activities. The logo then incorporated red, white and green colors,

a larger font emphasis on the word „Café‟. 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 color

green endorsed the long heritage of CCD in growing coffee.

Advertising, Sales Promotion and Segmentation Strategy

Café Coffee Day does not look at mass media as a viable area of advertising or marketing spend.

CCD is advertised through barter deals with other brands for ground events.

BELOW-THE-LINE ACTIVITIES:

2003- Levi‟s launched a new range of Low Rise jeans through a campaign called „6”

below‟. CCD displayed POPs of Levi‟s in all its outlets during the campaign

2004- The launch of Liril Orange soap by HLL was conducted in Café Coffee Day

2004- TVS Scooty tied up with CCD for events in the coffee bars and at malls on

Valentine‟s Day in February

2004- CCD was the official ground partner for the Channel V Get Gorgeous contest

IN-FILM ADVERTISEMENTS:

Some Telugu and Tamil films with prominent brand placement

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Hindi films- It started with Bas Yun Hi and then conscious advertisement decisions were

made for Khakee, Main Hoon Na, Kyun Ho Gaya Na and Mujhse Shaadi Karoge

Youtube ads- Sit down for love song

All these movies were targeted at young movie-goers, teenagers and people looking for light-

hearted entertainment. These are much the same kind of people who are likely to visit Café

Coffee Day .

SALES PROMOTIONS:

Merchandising – Every CCD stocks merchandise ranging from coffee mugs, T-shirts,

caps, bags, coffee filters, mints, different flavors of coffee powders, tea and cream,

wafers and biscuits. It also merchandises promotional materials for other brands it

associates with

Café Beat – An in-house magazine which gives the entire low-down on what‟s 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% CCD goers read Café 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:

Café 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 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 survey. The most reputed media house in the country (The Economic Times) has brought

the voice of the people! They say Cafe coffee day leads as far as „trust‟ is concerned. Cafe

Coffee Day is much loved and trusted. Cafe Coffee Day has been ranked No.2 in Brand Equity,

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India's most trusted list of food services brands. Cafe Coffee is at position 29 in so far as service

brands in general. Cafe Coffee Day is up four positions since 2010.

Generic Competition

Direct Competitors:

Barista – This is the closest competitor to Café Coffee Day in the Indian market. They

target the same class of upwardly mobile youth and young professionals. But Barista is

often viewed as a place to unwind after a hard day‟s work or an ideal setting for some

business meetings.

Café Mocha – This aims at providing a level of experience to the consumer which is hard

to imitate. Inspired by Morocco and Turkey, Mocha offers not just coffee but also

sheeshas from Egypt and gourmet desserts. Mocha calls itself „a coffee shop for the soul‟

Indirect Competitors:

Eateries like McDonald‟s pose competition to CCD as they are likely attractions for a

consumer to be drawn to. A consumer can well contemplate why he should spend around

Rs. 45 on a coffee when he can get a burger and a coffee for the same price at

McDonald‟s

Local tea joints and coffee shops like Café Nescafe – They are smaller places but

nevertheless target the same set of consumers. Hence, CCD has to consider the threat a

shop like this could pose to it

Global Competitors:

Starbucks would pose a stiff competition for even an established brand like CCD

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Introduction

This project is to study the feasibility of CCD, Vidyavihar from both consumer and retail

perspective. There are total all 3 CCDs in the vicinity which includes – 2 CCDs in Ghatkopar

East and one Shop-in-Shop CCD in Shoppers Stop, Chembur West. The study includes

comparison of the Vidyavihar CCD with that of the other 3 CCDs.

The objectives of the project are:

i. To understand the current model used by CCD at Vidyavihar Station

ii. Understand the customer and retail perspective of the outlet

iii. Feasibility of the outlet in terms of location based on consumer survey

iv. Suggest promotional strategies to improve the footfall based on consumer survey

Types of Location

The CCDs can be divided into 6 formats depending upon the area, place and types of customer it

will serve.

These 6 formats are as follows:

1. Stand Alone:

This type of location is basically any stand-alone building that can be tucked away in a

neighborhood location or right off a busy street. Depending on the landlord, there are

generally no restrictions on how a retailer should operate his business. It will probably

have an ample parking and the cost per square foot will be reasonable.

Unlike the attached retail locations where customers may wander in because they were

shopping nearby, the retailer of a free standing location has to work at marketing to get

the customer inside.

2. Shop-in-Shop

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The “shop in shop” retail concept is where a brand owner or retailer takes space in

another retailer‟s store and fits it out to provide selling space dedicated to that secondary

company‟s products.

Similarly, CCD has shop in shop format in Crossword to give the experience of a book

café. This makes it a place where book lovers can go and have a sip of coffee in a

peaceful and cozy ambience while reading their favorite genre of books.

CCD is also there inside few Shopper‟s stop to change the shopping experience

altogether. While the girls shop, guys can chill inside CCD and read Café Chronicle.

3. Corporate Format

In this format CCDs are open inside a corporate campus or corporate offices. This is a

very popular format as the corporate people can have small coffee meetings in CCD. This

type of format is quite popular in metro cities and gaining popularity in tier 2 and tier 3

cities as well.

4. Travel Hubs

The CCDs are open in travel hubs to make it convenient place for travelers to hang out

while they wait for their transportation. These types of formats are usually seen on

Airports, Petrol Pumps, Bus stands etc.

The target group is travelers and tourists. And thus takeaway format also works here.

5. Highway Café

Here the CCDs are placed on highway to attract the traffic on highway and people going

through highways.

Here the logo and the coffee fragrance plays the major role of attracting the customer.

People halt to take a sip of coffee to remain awake while driving through a long route.

6. Airport Café

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Here the CCDs are placed inside the airport for passengers waiting for their flights.

Catchment area

During the location process, retailers are usually faced with the problem of defining the area they

wish to move into. This is called the Catchment area. The term, catchment area, is borrowed

from the geography and describes the sphere of influence around an area of interest or

importance. For retail location strategy, the retail catchment area is the geographical area from

which a store draws its customers. It can also refer to the shopping area of any retail outlet such

as shopping malls, factory outlets or shopping centers.

A retail catchment area is the sphere of influence around a retail attraction from which the

retailers is likely to draw customers.

In general, catchment areas are illustrated using maps which may be to scale or simply drawn as

a representation of the actual area (fig). A typical catchment area map will show a main shopping

center or store at the focus of the map, with other centers pinpointed to illustrate the pull of these

attractions. The reason why other centers are shown is that these create a draw and can distort the

potential of the main center as customers may go elsewhere.

Pricing

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CCD follows Differentiated Pricing Strategy. CCDs have value proposition of all kinds equal to

society, especially, when they open in mid-market. It is different for different outlets. The pricing

depends on consumer potential and what are the input costs that go into running that store,

including rentals. CCDs have different pricing across different retail points.

Pricing in CCD is not determined by competition but by customers. CCDs have a good

understanding of the cafe consumer which has been detailed into their business strategy

including pricing.

Prices also vary with rentals and demographics.

The pricing of CCD is classified into following types:

P0: This format of pricing is used in tier 3 or tier 4 areas. The items are cheaper than other

formats. This is based on the income level of the catchment area.

P1: This format of pricing is used in tier 2 or tier 3 areas. The items are cheaper than rest of the

formats but higher than P0.

P2: This format of pricing is used in tier 2 or tier 3 areas. The items are cheaper than rest of the

formats but higher than P0 & P1

P3: This format of pricing is used in tier 2 or tier 1 areas. The items in menu are expensive than

the other formats but less expensive as compared to P4, Lounge and Square formats.

P4: This format of pricing is for plush areas where the income of catchment area is higher.

Lounge: The lounge format has its own pricing format called the lounge format. It serves to

premium customers at premium price.

Square: The square format also uses its own premium format of pricing. This serves to elite class

of the society. The pricing is based on the ambience and experience delivered.

Café moment

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Cafe Coffee Day (CCD), launched 'Cafe Moments' - the very first pre-paid card usable at all

CCD outlets. It is a tribute to coffee loyalists of the country.

'Cafe Moments' are prepaid cards designed to enable cashless transactions at all the CCD outlets.

Customers can top-up their cards with denominations ranging from Rs. 100 to Rs. 5001 on an

ongoing basis, enabling ease of use on the purchase of food, beverages and merchandise at their

favorite CCD outlets. What's more, the cards are designed to be a great gift item that can be

given out to friends and family members at any occasion. Corporates can also use it as an ideal

fun gift for their employees.

The card takes away the hassle of carrying cash to CCD and allows you to completely focus on

what you're there for -- enjoying the food, beverage and the company. With the ease of payment

that comes with the card, it becomes a must-have for all the CCD frequenters.

Structure

The organizational structure of CCD is as given below:

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An organizational structure consists of activities such as task allocation, coordination and

supervision, which are directed towards the achievement of organizational aims. It can also be

considered as the viewing glass or perspective through which individuals see their organization

and its environment.

Organizations are a variant of clustered entities.

An organization can be structured in many different ways, depending on their objectives. The

structure of an organization will determine the modes in which it operates and performs.

Organizational structure allows the expressed allocation of responsibilities for different functions

and processes to different entities such as the branch, department, workgroup and individual.

Organizational structure affects organizational action in two big ways. First, it provides the

foundation on which standard operating procedures and routines rest. Second, it determines

which individuals get to participate in which decision-making processes, and thus to what extent

their views shape the organization‟s actions.

The structure of Café Coffee Day is very systematic and well defined. The structure might

change as per management‟s discretion. The level of responsibility and the number of stores

under the person increases as he/she moves up the hierarchy.

Expansion Strategy

The different ways to expand the business are as follows:

1. Increase your sales and products in existing markets. This is obviously the easiest and

most risk-free way to expand. This tactic may require a bigger location, different pricing

strategies, new/improved marketing techniques - but it will be in a customer group with whom

you already have a relationship. If you get off track, your present customers will let you know!

2. Introduce a New Product. You have a successful product/service that you have been offering

for some time and have been collecting data, customer feedback and doing the tinkering on your

newest product. This is a normal evolution in business, not just an expansion tactic. When

http://en.wikipedia.org/wiki/Organizations

http://en.wikipedia.org/wiki/Business_cluster

http://en.wikipedia.org/wiki/Branch_(banking)

http://en.wikipedia.org/wiki/Departmentalization

http://en.wikipedia.org/wiki/Working_group

http://en.wikipedia.org/wiki/Employee

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positioned as adding value and being responsive to customer needs, this can be a relatively risk-

free way to expand.

3. Develop a New Market Segment or Move into New Geography. Both of these areas require

cost outlays and uncertainty. Moving your products into new categories or demographic

segments requires market research, beta testing and new marketing strategies, i.e. a message for a

16-year old will differ that one for a 60-year old. Management of new remote locations may

absorb significant time and attention. While the risks are more, the payoffs are large - and for

most businesses looking to expand, these two methods of expansion are inevitable.

4. Start a Chain. A restaurant, retail or service business that's easily reproduced and can be run

from a distance is all you need to launch a chain. But, you must be cognizant of what made the

first location a success - was it location, your staff or you? If it is just you, then duplication is

only possible through detailed operations plans and sharing staff between locations. You will

need to duplicate the plan of your first location while meeting increased customer demands.

Starting a chain gives your current staff a crack at "management" duties, training opportunities

and an opportunity to expand their horizons.

5. Franchise or License. While it's a quick way to grow, a franchise agreement can cost

(minimally) $100,000 to prepare. You will need to be a good teacher, be able to prepare the

training manuals (preferably in more than one language), be very organized and willing to travel.

Licensing can carry less risk, but demands giving up a certain amount of control. Licensing a

patent, trademark or industrial design means that you sell manufacturing, distribution or

production rights.

6. Join Forces / Strategic Alliance. A merger or acquisition combines the best of two

companies, expands your customer base, increases intellectual capital and delivers operational

efficiencies. The trick is finding the right partner. These partners may be new distributors, but be

forewarned large retailers exact heavy performance expectations. Can you perform to the letter

of your promise? Can you meet high standards of quality (ISO, or the like) and adapt your

procedures to meet just-in-time delivery? Due diligence and strong contractual arrangements are

essential here.

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7. Go Global. You can decide to go global in a number of ways. Growing markets, rising

consumer spending, improved business climate--sometimes the only place to find these things is

overseas. Doing business internationally can take the form of exporting, licensing, a joint venture

or manufacturing, but whatever forms you choose, the basic business rules apply: assess

customer demand, gain legal and accounting assistance, protect intellectual property and obey

regulations.

More difficult to understand than the regular business affairs may be the cultural nuances -

ignore them at your peril. In some countries, particularly those in Asia, a local partner is virtually

a requirement. Your first stop should be your target country's economic development agency,

which can help marshal local resources to get you on your way, possibly with a small financial

boost. Be patient. Growing your business globally can take more than one "sightseeing trip" to

the region. Here are some steps in going global, from easiest to hardest.

Café Coffee Day follows the expansion strategy mixed with penetration strategy to make sure

that there is at least one CCD after very 5-10 minutes‟ walk. This may seem like cannibalization

to some strategists but end of the day makes it difficult for the potential entrants to enter the

market. Thus the revenue of CCD increases tremendously.

The same strategy they adopted in Vidyavihar and Ghatkopar area of Mumbai where they have

total 4 CCDs.

These CCDs are:

1. Meeting Point CCD, Vidyavihar Station

2. CCD, Vikrant Circle

3. CCD, Dosa Plaza

4. Shop in shop CCD inside Shopper‟s stop

CCD is also expanding itself by going global. All this will lead CCD to compete with all the

major players of coffee retail in the world.

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Vidyavihar, CCD (Meeting Point)

Vidyavihar CCD is called the Meeting Point CCD. It is located outside the Vidyavihar East

station. The area is crowded by auto rickshaw queues and people travelling by train to their

offices and colleges. The place is near Somaiya Campus. The main reason to start Meeting Point

CCD is due to the space constraints and also because of the type of the area which includes

college students and corporate people.

The Vidyavihar, CCD has competition not only from the indirect competitors like dominoes but

also from other 2 CCDs in the vicinity. It needs to take care of all the sources of competition to

sustain in market. Though it is situated at a place from where thousands of people pass through

but the environment outside the store is not attractive enough to pull the crowd.

This is one of the main reasons for the entire study. It is a unique case where location serves as

both advantage and disadvantage.

Store Layout

The store is located very close to Vidyavihar station with area of

the store as 300-1000 square feet. There is a sitting place for 21

people and total 8 tables in the CCD. There is one washroom

inside the CCD for customers. There are total 3 air conditioner

and 4 charging points. They play latest English music in the

outlet. The employees are well dressed. There are usually 2

persons in the outlet. The store timing is 9 am – 11 pm.

This is the only CCD in the vicinity with Chicken items in the menu. This may be because it

being the traveling hub might attract lot of travelers with its variety in the menu.

It was also observed that the chairs were worn out and untidy and the outside environment is also

not very pleasant with auto rickshaw queue and slum dwellings.

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All the merchandises were not

available which gives a very wrong

impression. There was no café chronicle

newspaper kept in CCD. Café Chronicle

is CCD‟s own newspaper. The store

manager‟s ignorance can drastically

affect the overall image of CCD brand.

BCG matrix

It is clearly visible that Vidyavihar CCD is seen as a Question mark on the BCG matrix. This is

because of various factors put together. The factors considered for the decision making includes:

1. Location

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2. Catchment Area

3. Space availability

4. Product availability

5. Cleanliness

6. Footfalls

Etc.

Thus it is very important to take strict action to improve the Vidyavihar CCD to increase the

revenue else it will eat the revenue of other beneficial CCD stores. The improvements can be in

the areas of customer satisfaction, customer loyalty, space utilization, promotions, cleanliness,

maintenance of the store etc.

Customer Survey

To understand what the existing customers feel about Vidyavihar CCD as compared to other

coffee shops and other CCDs in that area, I conducted a small survey with sample size of 40

respondents. These 40 people had been chosen very wisely to get genuine and accurate response

for the Meeting Point CCD, Vidyavihar. The customers were asked questions related to coffee

shops and then were asked how they felt about CCD as a brand and how they see Meeting Point

CCD, Vidyavihar. This questionnaire helped to understand where this CCD was lagging as

compared to other CCD outlets.

The questions asked were as followed

1. Name three coffee shops that you know

2. How often do you visit a Coffee Shop?

3. How much money do you spend at a Coffee Shop?

4. How many people do you go to a coffee place with?

5. Why do you go to a coffee shop?

6. What do you look for when you choose a coffee shop to go to?

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7. Why would you go to a Café Coffee Day?

8. What do you normally eat or drink in a Café Coffee Day?

9. Rate the following factors for Café Coffee Day, Vidyavihar station

10. Ambience of CCD, Vidyavihar

11. Are you aware of the different „formats cafés‟ CCD is coming up with?

12. Will you prefer Take Away format for CCD, Vidyavihar Station?

13. Do you think that CCD, Vidyavihar should come up with special students discount?

14. Would you increase your frequency of visit if special discounts are offered?

15. Do you have any suggestions to improve Café Coffee Day, Vidyavihar Station?

Detail Analysis of the Customer Survey

Sample Size: 40 people

Age of the Respondents

Age Number of respondents

22 YEARS 7

23 YEARS 4

24 YEARS 7

25 YEARS 13

26 YEARS 8

27 YEARS 1

This clearly shows that coffee culture is popular mainly amongst people within the age group of

21-27 years.

17%

10%

17%33%

20%

3%

AGE OF THE RESPONDENTS

22 YEARS

23 YEARS

24 YEARS

25 YEARS

26 YEARS

27 YEARS

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Thus it becomes very important to plan the promotion and changes in the business strategies

keeping in mind the target group the coffee house is catering to.

From the graph we can observe that maximum respondents who visit coffee shops fall in the age

group of 25-26 years.

This age group doesn‟t belong to the teenage group. It more mature, young and career oriented

target group.

Gender of the Respondents

Gender Number of respondents

MALE 23

FEMALE 17

From the pie chart we can see that 57% of the respondents visiting the Coffee Shops to spend

some leisure time and have a good time are males and 43% are females.

57%

43%

GENDER OF THE CUSTOMER VISITING COFFEE SHOP

MALE FEMALE

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Frequency of Visit

Frequency of Visit

No. of Respondents

2-3 times a week 2

Once a week 4

Once in two weeks 12

Once a month 11

Very rarely 11

From the graph we can conclude that maximum people visit coffee shops once in 2 weeks. 11 out

of 40 visit coffee shops once in a month and 11 rarely visit coffee shops.

Amount Spent By Respondents on Coffee Shops

Amount Spent (in Rupees)

No. of respondents

Less than 60 0

60-80 4

80-120 10

Greater than 120 26

0 5 10 15

2-3 times a week

Once a week

Once in two weeks

Once a month

Very rarely

HOW OFTEN THE CUSTOMER VISITS COFFEE SHOP

Number of Respondents

0% 10%

25%

65%

AMOUNT SPENT BY CUSTOMER (IN RUPEES)

Less than 60 60-80

80-120 Greater than 120

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From the graph we can conclude that 65% of the people spend more than Rs.120/- in a coffee

shop. This makes it a very flourishing industry and has lot of scope. And it is very interesting to

note that less than 1% of the people spend less than Rs.60/- in a coffee shop.

Group Strength Visiting Coffee Shop

Group Strength No of respondents

Alone 0

2-4 People 36

4-8 People 4

More than 8 People 0

From the graph we can see that maximum people visit coffee shop with 2-4 people group. And

negligible number of people visit coffee shop alone or with more than 8 people.

05

10152025303540

STRENGTH OF THE GROUP VISITING COFFEE SHOP

number of respondents

Café Coffee Day

26 | P a g e SIMSR

Reason for visiting the coffee shop

Reason for visit No. of respondents

Only to have coffee 2

To enjoy my private time 5

Catch up with friends 31

For group activities 1

Others 1

The graph shows that maximum people visit Coffee Shop so that they can catch up with their

buddies. Thus the main purpose of visiting coffee shop is to have a nice time with friends and

colleagues.

05

101520253035

REASON FOR VISITING COFFEE SHOP

NO OF RESPONDENTS

Café Coffee Day

27 | P a g e SIMSR

Reason for visiting Café Coffee Day

Ranks CONVENIENCE/ ACCESSIBILITY AMBIENCE

QUALITY OF FOOD PRICE SERVICE

RANK 1 18 13 10 7 3

RANK 2 10 11 11 13 16

RANK 3 2 8 5 6 10

RANK 4 6 7 8 7 7

RANK 5 4 1 6 7 4

The respondents were asked to Rank the factors like convenience/ accessibility, ambience,

quality of food, price, service in the range of rank 1 – rank 5 where rank 1 is of highest

importance and rank 5 is of low importance.

It was found that Convenience/ accessibility were of very important for the respondents. Service

was second most important factor followed by Price.

This helps us to conclude that location plays a very crucial role for CCD. The main reason for

people visiting CCD is because it is accessible and is in the vicinity.

Café Coffee Day

28 | P a g e SIMSR

Items usually consumed in Café Coffee Day

Type of Item No Of Respondents

Coffee 11

Smoothies and similar drinks 7

Desserts and confectionery 9

Eatables like sandwich, samosas etc 4

Coffee, desserts, confectionery & eatables 2

Coffee and eatables 4

Coffee, desserts, smoothies, confectionery & eatables 3

28%

18%23%

11%

5%10%

5%

WHAT PEOPLE CONSUME IN CCD

Coffee

Smoothies and similar drinks

Desserts and confectionery

Eatables like sandwich, samosas etc

Coffee,desserts, confectionery & eatables

Coffee and eatables

Coffee,desserts, smoothies, confectionery & eatables

Café Coffee Day

29 | P a g e SIMSR

From the responses collected we can see that maximum number of people go to CCD for having

Coffee, Dessert and confectionery.

Factors important for the consumers in Vidyavihar Café Coffee Day

Staff

behavior

Value

for

money

availability

of

preferred

items

delivery

time

quality of

food

drinks ambience

quality of

food Location

Excellent 3 6 3 5 3 2 2 7

Good 20 20 17 14 23 14 16 16

Satisfactory 8 0 3 4 2 7 3 5

Average 9 14 13 12 10 15 16 6

Poor 0 0 4 5 2 2 3 6

The factors that are rated good for vidyavihar café coffee day are quality of food drinks, staff

behavior and value for money.

Thus people find that vidyavihar CCD is the place where staff is well mannered and polite and

the quality of drink is also up to the mark.

05

10152025303540

FACTORS RATED FOR VIDYAVIHAR CCD

Poor

Average

Satisfactory

Good

Excellent

Café Coffee Day

30 | P a g e SIMSR

Few people ranked the location and delivery time as poor. This shows that consumers are

dissatisfied with the delivery time and it needs improvement.

Awareness about different formats of Café Coffee Day

Awareness No. of Respondents

Yes 8

No 32

The above survey shows that 80% of the people despite visiting café coffee day are not aware

about the different formats of it. It is very important to spread awareness about its various format

to attract footfall.

Interest in take away format for Vidyavihar CCD

Interested In Take Away for Vidyavihar, CCD No. of Respondents

Yes 24

No 16

20%

80%

AWARENESS ABOUT DIFFERENT FORMATS OF CCD

YES NO

60%

40%

INTERESTED IN TAKE AWAY FORMAT FOR VIDYAVIHAR CCD

YES NO

Café Coffee Day

31 | P a g e SIMSR

From the survey conducted we found that 60% of the people prefer take away format for the

Vidyavihar CCD. This is because of its vicinity from the station. So it becomes easy for the

students and other people to grab the parcel and catch the train, instead of sitting inside the café

and having coffee.

Special Discount Offer in Vidyavihar CCD

Special Discounts should be given No. of Respondents

Yes 38

No 2

From the responses collected we found that 95% of the respondents feel that special discounts

should be given in Vidyavihar CCD to increase awareness and footfall. They feel its lagging

from dominoes and other outlets nearby in terms of special offers.

95%

5%

SPECIAL DISCOUNT SHOULD BE GIVEN IN VIDYAVIHAR CCD

YES NO

Café Coffee Day

32 | P a g e SIMSR

Recommendations to improve the Vidyavihar, CCD

After conducting the detail consumer survey and retail visit to the four café coffee days nearby it

was found that there are many ways in which we can improve the footfalls in Vidyavihar Station

CCD.

1. Converting the format to Take Away:

This will be a major and very bold decision for the company to take. The reason for

suggesting this format is because the CCD is situated near Vidyavihar station. So the

people who pass through this CCD are usually in a hurry and converting to take away can

attract busy crowd.

2. Introducing Student Discount

They can come up special offers for Students considering the fact that its near Somaiya

Campus. This can increase the footfall to some extent and also increase the visibility of

the Meeting Point CCD.

3. Introducing Café Coupon

This will be a special coupon as shown below. This coupon will be valid for a month.

This will ensure 4 visits by the customer in a month. On his first visit he will just be

greeted and not get any free stuff but will have to pay for his food. At the time of billing

the staff will stamp on Visit 1 to indicate the completion of first visit. During second visit

the customer will get a Coffee Free! And a stamp of completion of the visit similarly for

the other visits till he/she gets free samosas.

Café Coffee Day

33 | P a g e SIMSR

4. Making good use of Café Moments Prepaid Card for Vidyavihar CCD

'Cafe Moments' are prepaid cards designed to enable cashless transactions at all the CCD

outlets. Customers can top-up their cards with denominations ranging from Rs. 100 to Rs.

5001 on an ongoing basis, enabling ease of use on the purchase of food, beverages and

merchandise at their favorite CCD outlets.

The suggestion is to give 10%-20% offs on

bill only when the card is used in CCD

Vidyavihar. This will give lot of visibility

and increase the footfalls. This will also

promote the Café Moments card.

5. Increasing the table space at Vidyavihar CCD

There are total 21 chairs and 8 tables in Meeting point CCD. This makes it very

congested and disturbing. The lack of sufficient space makes it very difficult for the staff

to serve and customers to walk. So they should decrease the number of chairs and try to

make it more spacious.

6. Introducing Happy Hours

Meeting point CCD can improve the footfalls by introducing happy hours during day

time to ensure that people visit CCD.

7. Sponsoring Events in colleges

Since the Meeting point CCD is closer to Somaiya Campus they can win customers by

sponsoring various management events like Melange, Nostalgia, Metamorph, National

Retail Summit etc. This way they can conduct various competitions to promote the store.

And can give away coupons that can be used only in Meeting Point CCD.

Café Coffee Day

34 | P a g e SIMSR

References

1. www.cafecoffeeday.com

2. articles.economictimes.indiatimes.com

3. www.accessmylibrary.com

4. retail.about.com

5. www.wikipedia.com

6. Experience of Prof. Ralston, Ex-employee of CCD

http://www.cafecoffeeday.com/

http://articles.economictimes.indiatimes.com/

http://www.accessmylibrary.com/

http://retail.about.com/

http://www.wikipedia.com/

Café Coffee Day

35 | P a g e SIMSR

Appendix

Questionnaire- CCD, Vidyavihar station

Name:

Age:

Sex:

Occupation:

1. Name three coffee shops that you know

a.

b.

c.

2. How often do you visit a Coffee Shop?

a. 2-3 times a week

b. Once a week

c. Once in two weeks

d. Once a month

e. Very rarely

3. How much money do you spend at a Coffee Shop? (in Rupees

a. Less than 40

b. 40-80

c. 80-120

d. Greater than 120

4. How many people do you go to a coffee place with?

a. Alone

b. 2-4

c. 4-8

d. More than 8

5. Why do you go to a coffee shop?

a. Only to have coffee

b. To enjoy my private time

c. Catch up with friends

d. For group activities (group studies, presentations, meetings

6. What do you look for when you choose a coffee shop to go to? (Rank in order of preference 1-

highest, 5-lowest

a. Convenience/ accessibility

b. Ambience

c. Service

d. Quality of food

e. Price

Café Coffee Day

36 | P a g e SIMSR

7. Why would you go to a Café Coffee Day? ( You can choose more than one

a. Convenience/ accessibility

b. Ambience

c. Service

d. Quality of food

e. Others (please specify

8. What do you normally eat or drink in a Café Coffee Day? ( you can choose more than one

a. Coffee

b. Smoothies and similar drinks

c. Desserts and confectionery

d. Eatables like sandwich, samosas etc

9. Rate the following factors for Café Coffee Day, Vidyavihar station ( Tick the choice most

applicable

Excellent Good Average Satisfactory Poor

Staff behavior

Value for money

Availability of preferred items

Delivery time

Quality of food drinks

Ambience

Quality of food

Location

10. Ambience of CCD, Vidyavihar ( tick preference

a. Comfort and feel – relaxed / just comfortable/ congested

b. Lighting and color – bright / sufficient / dull

c. Entertainment – engaging / I don’t mind it/ irritating

d. Table space – adequate / sufficient / not enough

11. Are you aware of the different ‘formats cafés’ CCD is coming up with?

a. Yes

b. No

12. Will you prefer Take Away format for CCD, Vidyavihar Station?

a. Yes

b. No

13. Do you think that CCD, Vidyavihar should come up with special students discount?

a. Yes

b. No

14. Would you increase your frequency of visit if special discounts are offered?

a. Yes

b. No

15. Do you have any suggestions to improve Café Coffee Day, Vidyavihar Station?

Café Coffee Day

37 | P a g e SIMSR

Responses Collected

NAME AGE SEX OCCUPATION

pallavi 25 FEMALE STUDENT

Ruchira Parikh 25 FEMALE STUDENT

Nikita Chitalia 23 FEMALE STUDENT

Dhwani Vibhakar 22 FEMALE STUDENT

Vibhav Shukla 27 MALE STUDENT

Mridul Jain 25 FEMALE STUDENT

anupama jain 25 FEMALE STUDENT

Amit 23 MALE STUDENT

Gautam Lulla 24 MALE STUDENT

karan shah 26 MALE STUDENT

hinal 22 FEMALE STUDENT

jinang kothari 25 MALE STUDENT

Pranav ved 24 MALE STUDENT

DigZ 26 MALE STUDENT

Ankit Bavishi 25 MALE STUDENT

kanav karol 24 MALE STUDENT

Delnaz Elavia 22 FEMALE STUDENT

hardik p shah 25 MALE STUDENT

Jiten Pujara 25 MALE STUDENT

Rohan Nayak 26 MALE STUDENT

Kritika goyal 22 FEMALE STUDENT

Keith 26 MALE STUDENT Yashvardhan Chamaria :) :) :) 23 MALE STUDENT

Neha Goyal 23 FEMALE STUDENT

Jigar 26 MALE STUDENT

aayushi 22 FEMALE STUDENT

niyati 24 FEMALE STUDENT

Tilottama Sanyal 26 FEMALE STUDENT

varun jalan 24 MALE STUDENT

nikesh shah 26 MALE STUDENT

namrata 22 FEMALE STUDENT

sunil rao 25 MALE STUDENT

saurabh muley 24 MALE STUDENT

bhavik solani 26 MALE STUDENT

dewang doshi 25 MALE STUDENT

karan karol 24 MALE STUDENT

janeesha doshi 22 FEMALE STUDENT hardik mahesh shah 25 MALE STUDENT

poorva mishra 25 FEMALE STUDENT

poonam 25 FEMALE STUDENT

Café Coffee Day

38 | P a g e SIMSR

Name 3 coffee shops that you know

How often do you visit a

Coffee Shop?

How much money do you

spend at a Coffee Shop?

How many people do you go to a coffee place with?

Why do you go to a coffee

shop?

ccd, baristaa, mocha 2-3 times a week

Greater than 120 '2-4

To enjoy my private time

CCD, Barista, Costa coffee Once a month


Catch up with friends

CCD,starbucks,barista Once a week 80-120 '2-4

For group activities (group studies, presentations, meetings etc)

ccd, barista, costa coffee

Once in two weeks



CCD, Barista , Starbucks Once a month



CCD, Barista, Coffee beans Very rarely



CCD, Barista, Coffee beans Very rarely



CCD, Mocha, barista Once a week 80-120 '4-8 Catch up with friends

Barsita, CCD, Costa Coffee Once a month 80-120 '2-4


starbucks ,costa,barista,gloria jean,ccd

Once in two weeks



costa, starbucks, ccd Once in two weeks



ccd, barista, starbucks Once in two weeks



Star bucks, ccd, barista Very rarely



starbucks, ccd, gloria jeans, Once a month



CCD, Costa Coffee, Starbucks Once a month



Barista,cafe coffee day,Costa coffee

Once in two weeks 40-80 '2-4

Only to have coffee

Barista, Cafe coffee day, Gloria jeans

Once in two weeks



ccd , costa coffee, barista Very rarely 80-120 '4-8


CCD, Barista, Mochas Once a month 80-120 '2-4 Catch up with friends

Costa Cofee, CCD, Barista Very rarely 40-80 '2-4


Starbucks, barista, cafe coffee day Once a month



Cafe coffe day, barista, Costas coffee Very rarely 80-120 '2-4


Barista, Cafe Coffee Day, Gloria Jeans Very rarely 40-80 '2-4

also when i dont have any other place to sit n talk :P :P

Café Coffee Day

39 | P a g e SIMSR

Mocha, Latte & Capicunno Very rarely



Barista, Cafe Coffee Day, Mocha Very rarely



barista, CCD, Gloriajeans Once a week 80-120 '2-4


barista, CCD, Gloriajeans Once a week 80-120 '2-4


CCD, Barista, Starbucks

Once in two weeks



Barsita, CCD, Costa Coffee Once a month 80-120 '2-4


starbucks ,costa,barista,gloria jean,ccd

Once in two weeks



costa, starbucks, ccd Once in two weeks



ccd, barista, starbucks Once in two weeks



Star bucks, ccd, barista Very rarely



starbucks, ccd, gloria jeans, Once a month



CCD, Costa Coffee, Starbucks Once a month



Barista,cafe coffee day,Costa coffee

Once in two weeks 40-80 '2-4

Only to have coffee

Barista, Cafe coffee day, Gloria jeans

Once in two weeks



ccd , costa coffee, barista Very rarely 80-120 '4-8


ccd, baristaa, mocha 2-3 times a week



CCD, Barista, Costa coffee Once a month



Café Coffee Day

40 | P a g e SIMSR

What do you look for when you choose a coffee shop to

go to? [a. Convenience/

accessibility]


go to? [b. Ambience]


go to? [c. Service]


go to? [d. Quality of food]


go to? [e. Price]

1 2 3 4 5

1 1 1 1 1

1 1 2 2 2

4 4 5 5 4

1 3 4 5 2

1 2 2 2 3

1 2 2 2 3

1 1 5 5 5

2 2 2 1 2

1 3 2 2 2

4 1 2 1 5

5 3 3 2 2

2 2 2 1 1

5 1 2 3 4

1 4 3 5 2

3 4 3 4 4

4 4 4 4 3

2 1 4 3 5

1 2 3 3 2

1 2 2 2 1

1 2 3 2 1

4 5 5 5 4

2 1 2 2 1

1 1 2 1 2

1 3 5 2 4

2 3 4 4 3

2 3 4 4 3

2 1 1 1 2

2 2 2 1 2

1 3 2 2 2

4 1 2 1 5

5 3 3 2 2

2 2 2 1 1

5 1 2 3 4

1 4 3 5 2

3 4 3 4 4

4 4 4 4 3

2 1 4 3 5

1 2 3 4 5

1 1 1 1 1

Café Coffee Day

41 | P a g e SIMSR

Why would you go to a Café Coffee Day?

What do you normally eat or drink in a Café Coffee Day?

Convenience/ accessibility, Quality of food

Coffee, Eatables like sandwich, samosas etc

Ambience, Service Coffee Convenience/ accessibility, Ambience, Service

Coffee, Desserts and confectionery


Coffee, Smoothies and similar drinks, Desserts and confectionery, Eatables like sandwich, samosas etc

Convenience/ accessibility, Ambience, Service, Quality of food Coffee

Convenience/ accessibility

Desserts and confectionery, Eatables like sandwich, samosas etc


Desserts and confectionery, Eatables like sandwich, samosas etc

Ambience Coffee Convenience/ accessibility, Service Coffee


Coffee, Smoothies and similar drinks, Desserts and confectionery, Eatables like sandwich, samosas etc

Convenience/ accessibility, Quality of food, value for money

Coffee, Desserts and confectionery, Eatables like sandwich, samosas etc



Café Coffee Day

42 | P a g e SIMSR


Smoothies and similar drinks, Desserts and confectionery


Coffee, Smoothies and similar drinks

Convenience/ accessibility Coffee Convenience/ accessibility




Convenience/ accessibility, Service, Quality of food


Convenience/ accessibility, Can spend more time there




Convenience/ accessibility Coffee

Price Smoothies and similar drinks

Convenience/ accessibility, Ambience Coffee

Service, Reasonable


Convenience/ accessibility, Price Coffee Convenience/ accessibility, Quality of food






Convenience/ accessibility, Service Coffee


Coffee, Smoothies and similar drinks, Desserts and confectionery, Eatables like

Café Coffee Day

43 | P a g e SIMSR

sandwich, samosas etc

Convenience/ accessibility, Quality of food, value for money

Coffee, Desserts and confectionery, Eatables like sandwich, samosas etc







Convenience/ accessibility Coffee Convenience/ accessibility




Convenience/ accessibility, Service, Quality of food




Ambience, Service Coffee

Café Coffee Day

44 | P a g e SIMSR

Rate the following

factors for Café Coffee Day, Vidyavihar

station [Staff behavior]

Rate the following


station [Value for money]

Rate the following


station [Availability of

preferred items]

Rate the following


station [Delivery time]

Rate the following


station [Quality of food drinks]

Satisfactory Average Poor Satisfactory Satisfactory

Average Good Average Average Good

Good Good Good Good Good


Good Good Average Good Good

Satisfactory Average Poor Poor Average

Satisfactory Average Poor Poor Average

Good Average Excellent Excellent Good

Good Excellent Good Excellent Good


Good Excellent Excellent Excellent Good

Satisfactory Average Satisfactory Poor Average

Good Average Good Good Good

Excellent Average Average Average Excellent


Satisfactory Average Average Average Average



Poor Good Good Good Poor

Good Excellent Average Average Average

Average Good Average Average Average

Poor Good Average Poor Poor

Excellent Good Good Average Average

Good Excellent Average Good Excellent

Average Average Good Good Good

Average Good Good Satisfactory Good

Average Good Good Satisfactory Good

Average Good Satisfactory Average Average

Good Excellent Good Excellent Good


Good Excellent Excellent Excellent Good

Satisfactory Average Satisfactory Poor Average

Good Average Good Good Good

Excellent Average Average Average Excellent


Satisfactory Average Average Average Average



Satisfactory Average Poor Satisfactory Satisfactory


Café Coffee Day

45 | P a g e SIMSR

Rate the following


station [Ambience]

Rate the following


station [Quality of food]

Rate the following


station [Location]

Good Poor Good

Average Average Average

Good Good Average

Good Good Satisfactory

Average Good Average

Average Average Good


Average Average Excellent

Good Good Good

Average Average Satisfactory

Excellent Excellent Excellent

Satisfactory Average Good

Average Good Poor

Good Average Satisfactory

Good Good Good

Poor Satisfactory Poor


Good Good Good

Satisfactory Poor Poor

Good Average Excellent



Average Good Average

Good Good Good

Satisfactory Good Poor

Satisfactory Good Good

Satisfactory Good Good

Satisfactory Satisfactory Average

Good Good Good

Average Average Satisfactory

Excellent Excellent Excellent

Satisfactory Average Good

Average Good Poor

Good Average Satisfactory

Good Good Good

Poor Satisfactory Poor


Good Good Good

Good Poor Good

Average Average Average

Café Coffee Day

46 | P a g e SIMSR

Comfort and feel at

Vidyavihar, CCD

Lighting and color at

Vidyavihar, CCD Entertainment at Vidyavihar, CCD

Table Space at Vidyavihar, CCD

3 2 2 3

3 3 3 3

1 2 2 3

3 2 2 3

2 2 2 2

3 2 2 3

3 2 2 3

1 2 1 2

2 2 2 2

2 1 1 2

3 2 3 3

3 2 2 3

3 2 2 3

3 2 2 3

3 2 2 3

3 2 3 3

2 2 2 2

2 1 3 2

2 2 3 3

2 2 2 3

3 2 2 3

3 2 2 2

2 1 1 2

2 3 3 3

2 2 2 3

3 2 2 3

3 2 2 3

3 2 2 2

2 2 2 2

2 1 1 2

3 2 3 3

3 2 2 3

3 2 2 3

3 2 2 3

3 2 2 3

3 2 3 3

2 2 2 2

2 1 3 2

3 2 2 3

3 3 3 3

Café Coffee Day

47 | P a g e SIMSR

Are you aware of the different ‘formats cafés’ CCD is coming

up with?

Will you prefer "Take Away"

format for CCD, Vidyavihar Station?

Do you think that CCD, Vidyavihar

should come up with special

students discount?

Would you increase your frequency of visit if special discounts are

offered?

YES YES YES YES

NO YES YES YES

NO YES YES YES

NO NO YES YES

NO NO YES YES

NO NO YES YES

NO NO YES YES

NO NO YES YES

NO YES YES YES

NO YES YES YES

YES YES YES YES

NO NO YES NO

NO NO NO NO

NO YES YES NO

NO YES YES NO

YES YES YES NO

NO YES YES YES

NO NO YES YES

NO NO YES YES

NO YES YES YES

YES NO YES YES

NO NO YES YES

NO YES YES NO

NO YES YES YES

NO YES YES YES

NO NO YES NO

NO NO YES NO

YES YES YES NO

NO YES YES YES

NO YES YES YES

YES YES YES YES

NO NO YES NO

NO NO NO NO

NO YES YES NO

NO YES YES NO

YES YES YES NO

NO YES YES YES

NO NO YES YES

YES YES YES YES

NO YES YES YES

Café Coffee Day

48 | P a g e SIMSR

Pictures of vidyavihar CCD

Documents

FROM CONSUMER AND RETAIL PERSPECTIVE ......2004- The launch of Liril Orange soap by HLL was conducted in Café Coffee Day 2004- TVS Scooty tied up with CCD for events in the coffee