Sapna Agarwal 08-702Vinay Agnani 08-703Vaibhav Alone 08-705Tejashree Bole 08-712Smita Bommera 08-713Pramod Kamble 08-730Nupur Khanna 08-733Sanjukta Mukherjee 08-740Reemis Rodrigues 08-749Neha Vyas 08-757

Café COFFEE DAYCafé COFFEE DAYA lot can happen over a cup of coffeeA lot can happen over a cup of coffee

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 café in 1996 at BANGALORE

• 873 cafes in 135 cities

• Each café, 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 cafés.

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

•Middle class and upper middle class youth•Students, House wives, executives and

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

anyone who is“young at heart”.•Medium Price Band

•873 outlets in 135 cities•Strong and Stable Parentage•Right Locations•Place a cafe in every possible location where

some business can be generated.•To be present in educational institutions and

corporate campuses

•“Third Place" away from the home and college or workplace for the young and the young at heart.

•Coffee Bar

•Fun Place

•Home and Workplace

Café Coffee Day has its main consumer base in

the age group of 15-30 years.

SEGMENTATION TARGETING

POSITIONING DIFFERENTIATION

   

Coffee House Chain  

    KNOWN

UNKNOWN Overlooked Indifferent

Unaccepted Accepted

       

 Café Hillel Café Mocha Café Nero

 Illycafé Barista

Coffee Heaven 

 Coffee World

 Java Green

The Coffee Bean &

Tea Leaf

Cupp’s Coffee 

Costa Coffee

    Mc’Café

Blenz 

Dunkin Donuts    

India Coffee House

Allann Brothers Starbucks

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

LABELLABEL

IMAGEIMAGE

PERCEPTIONPERCEPTION

BRAND- CCDBRAND- CCD

IDENTITYIDENTITYPOSITIONINGPOSITIONING

IMAGE -IDENTITY MODEL

IMAGE -IDENTITY MODEL

POP-POD

CCDCCD

ABCTCL

BRAN

D

PRICE

AD’sPRODUCT MIX

TASTE

AVAILABILITY

POD

POD

POP

POD

POD

POD

SERVICE BLUEPRINT - CCD

Delivers the order

Data entry

SUPP

ORT

PRO

CESS

CON

TACT

PER

SON

(Bac

k St

age)

(On

Stag

e)

CUST

OM

ERPH

YSIC

ALEV

IDEN

CE

Prepares Food / Drinks

Informs about the order placed

CustomerArrives at

CCD

Customer walks -in

Line of interaction

Line of visibility

Line of internal interaction

CCD exteriors

Views Menu card

Goes to the table

FurnitureCCD interiorsAmbienceInterior design

CCD boy/girlMenu

Places order

SitsChatsWaits

Makes the paymentLeaves

Requests for bill

Greeted by CCD boy/girl

Takes order

Order receivedEats

Receives Food/Drink

Accepts request

Hands over the bill to the customer

Billgenerated

Billing systemProcesses bill

DeliveryTrayFood & drinks

Exit wayCCD exteriors

CCD boy/girl

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 !!