MARKETING PROJECT REPORT

“Customer Perception and Attitude towards retail coffee chains – a study in Delhi, w.r.t

Barista, CCD”

MADE BY:SAHIBA KHURANA6875

Acknowledgement

I would like to express my deepest and sincere

thanks to my faculty guide MS. PRATIBHAVERMA, for her invaluable guidance and

help. The project could not be complete

without hersupport and guidance.

•INTRODUCTION•COMPANY PROFILE: CAFÉ COFFEE DAY BARISTA•RESEARCH OBJECTIVE•RESEARCH METHODOLOGY•SAMPLE QUESTIONNAIRE•DATA ANALYSIS•SWOT ANALYSIS-CAFÉ COFFEE DAY•SWOT ANALYSIS- BARISTA•COMPARISON •CONCLUSION

CONTENTS

INTRODUCTION

In India CAFÉ COFFEE DAY and BARISTA are the most popular and well-known cafés.

These companies sell similar product but their positioning and target audience are very different from each other.

These players not only sell coffee and tea but also food and other merchandise items.

Despite of serving to different audience, these players compete with themselves . Each coffee chain fights for its own share of market.

COMPANY PROFILE- CAFÉ COFFEE DAY

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

From a handful of cafés in six cites in the first 5 years, CCD has become India’s largest and premier retail chain of cafes with 498 cafes in 85 cities around the country.

CCD has ventured into the following formats: Music Cafés Book Cafés Lounge cafés Garden cafes Cyber cafes

Mission statement “To be the best café chain in the world by

offering a world class coffee experience at affordable prices”.

COMPANY PROFILE: BARISTA Barista Coffee is a chain of espresso bars in

India. Headquartered in Delhi, Barista currently has espresso bars across India, Sri Lanka and the Middle East.

Barista at present has over 170 Espresso Bars and 7 Barista Crèmes in over 29 locations.

Barista focuses on themes and avenues that complement coffee such as music, books and art.

Barista has tied–up with brands such as Planet M and Corner Book Store to open espresso corners in these stores.

RESEARCH OBJECTIVE

“Customer Perception and Attitude towards retail coffee chains – a study in Delhi, w.r.t Barista, CCD”

RESEARCH METHODOLOGY

This project is a survey project. In this project first the secondary data will be collected through websites, magazines and journals. Based on this information a questionnaire will be designed for the target respondents. The primary data collected through this fieldwork will be analyzed and used to generate results.

Survey

Sample size: 50

Sample unit: People who visit coffee houses in Delhi

Area of survey: Delhi

SAMPLE QUESTIONNAIRE

• Name : Tick the appropriate:• Age Group : 15-20 20-25 25-30 30-35 35-40 40 & above• Preferred Coffee Chain : CCD- Barista-• Choice based on : Ambience- Price- Quality- Side menu- Any Other-• Reason for visiting the coffee house:

Refreshment- Get Together- Dating-

Work-

DATA ANALYSIS(BASED ON THE SURVEY)

CAFÉ COFFEE DAY BARISTA0

5

10

15

20

25

30

35

No. of people

No. of pe...

SWOT ANALYSIS- CAFÉ COFFEE DAY

STRENGHTS: Value for money proposition

Strong youth orientation

High quality products WEAKNESS: Lack of human resource

Weak brand image

Ambience and decor OPPORTUNITY: Large untapped market

Tie ups with other companies for promotion

THREAT: Entry of foreign players like Starbucks

Large unorganised market

SWOT ANALYSIS: BARISTA

STRENGHTS: Strong brand image Excellent human resource Ambience and décor WEAKNESS: Average taste and quality Perceived as expensive brand OPPORTUNITY: Large untapped market Tie ups with other companies for

promotion THREAT: Entry of foreign players like Starbucks Large unorganised market

Comparison in the Marketing Strategies

CRITERION CAFÉ COFFEE DAY BARISTA

PRODUCT WIDE VARIETY OF PRODUCTS

WIDE VARIETY OF PRODUCTS

PRICE VALUE FOR MONEY PROPOSITION

HIGHER THAN CCD

OUTLETS ALL OVER INDIA (IN METRO CITIES)

ALL OVER INDIA(IN METRO CITIES), LACK OF OUTLETS IN B-CLASS AREAS

AMBIENCE AND DECOR

NEEDS IMPROVEMENT GOOD

PROMOTIONAL STRATEGIES

•TIE UPS•SMART CARD OPTION•OTHER PRODUCTS LIKE CAPS, MUGS FOR SALE•DISCOUNT COUPONS

•TIE UPS•OTHER PRODUCTS LIKE MUGS, T-SHIRTS ETC. FOR SALE

CONCLUSION

CCD and Barista have emerged as strong coffee brands. Barista has a stronger brand image.

CCD has incorporated value for money proposition whereas Barista has not.

Both the coffee chains can look for ties ups with other companies for promotion.

THANK YOU