Cafe Coffee Day

PROJECT ON CAF COFFEE DAY
DECLARATION
I hereby declare that the project work entitled CAF COFFEE DAY submitted to GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. SANGEETA, Faculty Member LINGAYAS LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES, and this project work has not performed the basis for the award of any Degree to the best of my knowledge.
NEHA SINGHAL 14619201712
[SIGNATURE OF STUDENT]
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CERTIFICATE
Certified that this project report CAF COFFEE DAY is the bonafide work of NEHA SINGHAL and has carried out the project work under the supervision of Mrs. SANGEETA.
SIGNATURE
SIGNATURE
Mr. PRANAV MISHRA HEAD OF THE DEPARTMENT
Mrs. SANGEETA Project Incharge
BBA DEPARTMENT LINGAYAS LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES
BBA DEPARTMENT LINGAYAS LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES
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PROJECT ON CAF COFFEE DAY ACKNOWLEDGEMENT
I take this opportunity to express a deep sense of gratitude to Mrs. SANGEETA (the Guide of the project for guiding) for his/her cordial support, valuable information and guidance, which helped me in completing this task through various stages. I express my thanks to the HOD Mr. PRANAV MISHRA of BBA Department for his support in completing the project. I would also like to express my gratitude towards my parents and people who have willingly helped me out with their abilities in completion of this project.
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TABLE OF CONTENT
S.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. TOPIC Declaration Certificate Acknowledgement Executive Summery History Objectives Features Current trends in Industry Market size in US Major players in the Industry Customer Expectations Promotion Mission Statement Logo Product at Caf Coffee Day Rewards Awards Caf Formats Benefits Sales Promotions Segmentations Strategy Seven steps of Great Services Research & Methodology Recommendations & Conclusions Bibliography PAGE NO. 1 2 3 5 6 10 12 13 15 16 19 21 25 26 27 32 33 34 36 38 39 40 44 47 48
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EXECUTIVE SUMMERY
The research project deals with CAF COFFEE DAY. The research project addresses the issues and facts that are critical to success of chain of Caf Coffee Day in India. Along with this, the project has also covered management skills, services provided and trends & opportunities. The report also discusses about the competitors of the Caf Coffee Day in India. It also covers various promotional techniques adopted by Caf Coffee Day in order to attract customers. It also shows its comparison with its competitors. There is an intense competition among these players which makes them come out with various offers time to time. Surveys were also conducted with customers during this project which gave insights about these outlets and the factors that are motivating them to visit Caf Coffee Day. The result of these surveys gives very interesting facts. Finally, the report also covers strength and weaknesses along with opportunities and threats involved for Caf Coffee Day in Indian market. This study is primarily intended to oversee and evaluate the history of Caf Coffee Day as a brand of new generation Coffee item and Beverages viz. Coffee in Delhi. Culture and cuisine are two highlights of the city of Delhi. The objective of our project is to explore the marketing techniques adopted by Caf Coffee Day in India. And to know the recent trends in the market with respect to promotion of Caf Coffee Day and the opportunities and challenges in India. Caf Coffee Day is a complete family Coffee Restaurant. People are highly satisfied with the services and quality of the Coffee served at Caf Coffee Day. People give overall 7/10 marks to Caf Coffee Day. Most of the people visiting Caf Coffee Day are between 19 to 25 years of age. People feel that prices of Caf Coffee Day are high.
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History
Caf 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, the 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 Caf Coffee Day Coffee Day Perfect (FMCG Packaged Coffee) division Caf Coffee Day (CCD) pioneered the caf concept in India in 1996 by opening its first caf at Brigade Road in Bangalore. Till about the late 1990s coffee drinking in India was restricted to the intellectual, the South Indian traditionalist and the five Star coffee shop visitor. As the pure (as opposed to instant coffee) coffee caf 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, Caf Coffee Day embarked on a dynamic journey to become a large organized retail caf chain with a distinct brand identity of its own.
NEHA SINGHAL 14619201712 Page 6
PROJECT ON CAF COFFEE DAY Indias favourite coffee shop, where the young at heart unwind.
Caf Coffee Day is a part of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), the first to roll out the coffee bar concept in India with its first caf in Bangalore. Its a Rs. 750 crore, ISO 9002 certified company. With Asias second-largest network of coffee estates (10,500 acres) and 11,000 small growers, making its holder the largest individual coffee plantation owner in Asia, this in addition to being India's only vertically integrated coffee company. Coffee Day has a rich and abundant source of coffee. This coffee goes all over the world to clients across the USA, Europe and Japan, making us one of the top coffee exporters in the country.We all know that Caf Coffee Day is one of the most popular hangout places. The coffee joint is very famous among youngsters. Coffee is one of the favorite beverages and has become more appealing because of its variety.
ABCTCL 6 divisions:
Exports - India's largest coffee exporters. Currently export over 30000 tonnes of green coffee per annum, i.e 15% of India's coffee exports. They have also ventured into specialty coffee exports. Coffee Day Fresh and Ground- Maior player in the roast & ground filter coffee segment. It provides a unique assortment of blends at affordable prices. The coffee is freshly ground in front of the customer and sold to him. Cafe Coffee Day - It is a place where customers come and rejuvenate themselves. It is a meeting place for the young and the young at heart. In the caf Hot and Cold coffee as well as merchandise are sold to the customers.
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Coffee Day Vending To serve the man on the move who though hurry does not have to compromise on quality of coffe he drinks. Coffee Day has its vending machine placed in vendor outlets in major cities. Coffee Day Express Bridges the need gap between the leisurely cuppa and the bite at the caf and a quick drink at the vending point. In this segment you would notice kiosks strategically positioned where a customer can not only drink coffee but also grab a quick bite on the move. Coffee Day 'Perfect'- For mass-in-home consumption section where filter coffee is consumed everyday. The filter coffee is sold in packaged form to the customers.
Coffee has been around in India since the 17th century. However, coffee drinking has traditionally been largely restricted to domestic consumption, and mostly in the South Indian states of Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. Coffee has been around in India since the 17th century. However, coffee drinking has traditionally been largely restricted to domestic consumption, and mostly in the South Indian states of Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. India ranks sixth as a producer of coffee in the world accounting for 4.5% of the global coffee production. India has about 170,000 coffee farms cultivating around 900,000 acres of coffee trees. India is the largest producer and consumer of milk in the world with 98% of milk being produced in rural India. Coffee consumption in India is growing at 6% per annum compared to the global 2% plus. Caf Coffee Days menu ranges from signature hot and cold coffees to several exotic international coffees, tea, food, desserts and pastries. In addition, exciting
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merchandise such as coffee powders, cookies, mugs, coffee filters, etc. is available at the cafs. It was in the golden soil of Chikmagalur that a traditional family owned a few acres of coffee estates, which yielded rich coffee beans. Soon Amalgamated Bean Coffee Trading Company Limited, popularly known as Coffee Day was formed. With a rich coffee growing tradition since 1875 behind it coupled with the opportunity that arose with the deregulation of the coffee board in the early nineties, Coffee Day began exporting coffee to the connoisseurs across USA, Europe & Japan. Coffee Day's two curing works at Chikmagalur and Hassan cure over 70,000 tonnes of coffee per annum, the largest in the country. Coffee Day has a well-equipped roasting unit catering to the specific requirement of the consumers. The process is carried out under the control of experienced personnel to meet highest quality standards. The most modern technology available is used to maintain consistency and roast the coffee beans to the demanding specifications of the discerning coffee consumers. Caf Coffee Day (CCD) pioneered the caf concept in India in 1996 by opening its first caf at Brigade Road in Bangalore. Today, more than a decade later, Caf Coffee Day is the largest organized retail caf chain in India with cafes functioning in every nook and corner of the country. Drawing inspiration from this overwhelming success, Caf Coffee Day today has cafes in Vienna, Austria and Karachi. Whats more, new cafes are planned across Middle East, Eastern Europe, Eurasia, Egypt and South East Asia in the near future. In October 2009, CCD unveiled a new brand logo, a Dialogue Box, to weave the concept of Power of Dialogue. In accordance with this new brand identity, CCD

planned to give all its existing outlets a new look by the end of 2009. Cafs would be redesigned to suit different environments such as book, music garden and cyber cafes suitable for corporate offices, university campus or neighborhood. The change plan included new smart menu, furniture design, among others.
CAF COFFEE DAY IN THE PAST 12 YEARS: 1996 1st caf in 2001 14 cafs in 6 cities 2008 607 cafs across 98 Cities, and in
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OBJECTIVE
To be the best Cafe chain by offering a world class coffee experience at affordable prices. The offerings are designed in such a manner that one cannot be spelt without the other; there are the hot coffee or cold coffee combinations with delectable desserts and special coffee and eats combinations for even a group of four friends. Coffee Day Comprises of the following Sub Brands 1. Coffee Day - Fresh & Ground 2. Caf Coffee Day 3. Coffee Day Vending 4. Coffee Day - Xpress 5. Coffee Day Exports 6. Coffee Day - Perfect Pioneers of the Caf Concept in India with its first Caf at Brigade Road, Bangalore in 1996. This Caf was opened as a Cyber Caf (first of its kind) but later, with the burst of cyber cafes it reverted to its core competency i.e.; Coffee. Essentially a youth oriented brand with majority of its customers falling in the 15-29 year age bracket .Each caf, depending upon its size attracts between 400 and 800 customers daily. It is a place where customers come to rejuvenate themselves and be themselves.
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Key Features
Pioneers of the Caf Concept in India with the its first Caf at Brigade Road, Bangalore in 1996. This Caf was opened as a Cyber Caf (first of its kind) but later, with the burst of cyber cafes it reverted to its core competency Coffee. Essentially a youth oriented brand with majority of its customers falling in the 15- 29 year age bracket Each caf, depending upon its size attracts between 400 and 800 customers daily. It is a place where customers come to rejuvenate themselves and be themselves.
USP of the Brand: 1 . Affordable Price 2 . Coffee Winner of Platinum, Gold, Silver and Bronze medals at the India Barista Championship 2002
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PROJECT ON CAF COFFEE DAY CURRENT TREND IN INDUSTRY Growth of Caf Industry in India
Hot beverages have always been a part of the tradition of India, especially South India. Coffee took the first seat in South India when the traditional Brahmin classes brought down. In order to spread the drink, coffee houses emerged at various places in the country, which also served as the opposite places for lawyers and the educated class to hold discussions ranging from politics to cinema. It is also believed that many scripts and ideas for films evolved here. The drink also became famous and as a result even five star hotels began cashing in on it. Several hotels all over the country started opening coffee- shops that catered to high- end customers. This showed the popularization of coffee cafs, to all sections of society. The drink has now become more of a concept than merely a drink itself. The last decade witnesses the growth of numerous coffee pubs in the country. A number of coffee caf owners tried to westernize the taste in contrast to the filter coffee. Now, large retail chains like Qwikys, Barista, and Caf Coffee Day have opened up around the country. The concept of a caf today is not merely about selling coffee, but about developing a national brand. Retail cafs now form a multicrore industry in the country, and have huge potential for growth locally, and internationally. The more than US $150 million organized coffee retail business in India is coming into its own, fed by rising incomes and a fast-food sector that is growing at 40 per
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cent annually. Coffee consumption has increased from 55,000 tons to 80,000 tons after decades of stagnation. Industry sources say the niche coffee retail format is growing at 10-12 per cent a year, with branded coffee accounting for 53 per cent of sales, unbranded 40 per cent and cafes 7 per cent.
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MARKET SIZE IN US Snapshot: Coffee Shop Retail Sales Estimates Year End 2009 Coffee Cafes: (beverage retailers with seating) 1,250 locations averaging $550,000 in annual sales = $ 6.12 billion or adults who have visited a coffeehouse in the past week: Average weekly spending $5 or under: 41% Rarely or never purchase food: 49% Consume the beverage off-premises: 52% Demographics Seventy-seven percent of U.S. adults drink coffee daily, and gourmet coffee consumption has risen in the past five years. According to Scarborough Research, a market research firm that studies media, lifestyle, and shopping patterns in the United States, in October 2008, 12 percent of adults have been to a coffee shop in the past month. Although popularity of coffee shops has recently spread across the nation, the West coast has the most coffee shop patrons. The ideal ratio of coffee shops to residents in a particular area is 1:10,000
MAJOR PLAYERS IN THE INDUSTRY

Following are the major players in coffee shop industry: A. Barista Lavazza One of India's largest franchised chains of coffee bars, the Barista Lavazza coffee company operates around 205 outlets across India 15 crme lounges and the rest espresso coffee bars.

It plans to open 300 new stores over the next three years and has begun aggressively marketing its products outside Indian borders into neighboring countries. Considered the Starbucks of the East, Barista offers many of the same menu items like espresso, lattes, cappuccino and various pastries, in addition to basic coffee. Despite being Indian, Barista sticks closely to its Italian roots by serving Italian coffees exclusively.
B. Costa Coffee British coffee retail chain Costa Coffee launched its outlet in New Delhi, becoming the first international coffee chain to start operations in India in September 2005.
The chain is currently operational with 36 outlets and expanding aggressively to tap this potential market.
C. Caf Mocha It was started by a Mumbai based entrepreneur Riyaz Amlani, who has a long experience in the hotels and restaurants business. This store is strikingly different from others, they love being over-the-top and thus its a place that either you love it too much or find it Over the top. Studying the marketing Mix adopted by caf mocha. Owned by Impresario Entertainment & Hospitality Pvt. Ltd. Mocha opened its doors at Churchgate (Mumbai) in December 2001 15 operational outlets across the country and its own central kitchen

Future plans for Singapore, Dubai and New York and Chicago. Retail players like Reliance Retail and Shoppers Stop are also retailing coffee with their multi-products offering outlets like Reliance Timeout and Desi Caf respectively.
Competitors Analysis
8% 0% 8% 32% Barista Minerva Coffee Shop Caf Coffee Day Gloria Jeans Beyond Coffee 4% 48% Caf Mocha Costa Coffee
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PROJECT ON CAF COFFEE DAY CUSTOMERS EXPECTATIONS

When a customer visits a coffee shop they expect a good experience. They want the service provider to provide them with the best services they have. From the chart given below we can easily make out that the customers gives high preference to the quality of services and they give least preference to the pricing. The major reason behind customer giving least preference to the price is because they want a good experience which is beyond price.
Factors considered while selecting a coffee shop

Quality of Services Items in the menu Pricing Location Ambience
23% 42% 11%
11% 13%
From the above chart one can easily make out that 42% people consider the quality of services offered by the coffe shop before going to it. The next important factor considered by customer before choosing a coffee shop is the ambience. They want the coffee shop to be a cool hangout place where they can hangout with friends and do some combined studies
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RATING TO CAF COFFEE DAY BY THE CUSTOMER ARE SHOWN IN THE CHART BELOW
Rating to Cafe Coffee Day given by customers on the factors listed below
Ambience Location Quality of Product 52 40 28 16 16 20 8 28 Pricing 52 44 Service Offered
48
16 4 4 4 4
20
24 16
24 12 12 4 Excellent 4
Not Satisfied
Satisfactory
Good
Very Good
From the chart above one can easily make out the following things regarding to Caf Coffee Day:1. Customers grade Caf Coffee Day very good when it comes to ambience. 2. Customers grade Caf Coffee Day good when it comes to pricing. 3. Customers grade Caf Coffee Day very good when it comes to service
offered. 4. Customers grade Caf Coffee Day very good when it comes to quality of product. 5. Customers grade Caf Coffee Day very good when it comes to Location. Which simply proves that Caf Coffee Day is one of the best hangout place for the youth who consider the factors mentioned above while selecting a Coffee Shop.
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Promotion
Caf Coffee Day does not believe in mass media promotions. But they are involved in all the areas of serious consumer passion. Through television Caf Coffee Day held a contest around a very popular programmed on Zee English called Friends. All the six lead characters are shown often visiting a coffee shop and a lot of youth like watching the programme. That is why they had a contest running where customers could win Friends' merchandise. The linkage was that it is a youth based programme and it had a coffee house. They have tied up with Channel [V]'s Get Gorgeous contest. The reason being that a lot of their young consumers are interested in careers. Modeling is a career that a lot of youngsters are interested in and this was an excellent platform. They have also done promotion for History Channel, where they have run promotion for Hollywood Heroes. They had asked a few question and a lucky winner won a trip to Hollywood. Ticket sales Caf Coffee Day is involved in ticket sales in quite a few events, Enrique being one of them. They were involved in WWE, Elton John, and Bryan Adams ticket sales. These acts are very much appreciated by their consumers. It helps both the organizers as well as Caf Coffee Day. Organizers need to tell people where the tickets are available and single Caf Coffee Day logo says it all. From Caf Coffee Days point of view, they always ask for a certain amount of tickets around which
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they have a contest. Couples can win ticket for free. This in turn raises the awareness level as cafe staff approaches the consumers to inform them about the contest. There is not a better publicity mechanism then the person who is serving you telling you about the same. Association with movies Caf coffee day has been associated with a pool of movies to broadcast it self .Its main intention is to increase the visibility rate within the crowd who are a part of the audiences. They have been a part of movies like: Bas Yun Hi Khakee Main Hoon Na Kyun Ho Gaya Na Mujhse Shaadi Karoge Lucky Socha Na Tha And a lot of Telegu & Tamil movies
Sales Promotion Caf coffee day has been a very promising initiator than compared to its competitors for sales promotion like: Giving away Gifts during occasions e.g. valentine day Offering Coupons Caf Citizen card which allows regular members to avail discounts upto 20% and become a member after a purchase amount of upto 2000 Rs.

Sugar free campaign which was mainly done to spread awareness of staying healthy and fit by using the sugar free sachets Discounts during festive times to members
Place Caf Coffee Day looks to cater to their target market with strategically located outlets. Their outlets are generally located in High Street/ Family Entertainment Centers. Considering their generic appeal, there are Barista outlets located in and around Malls, Cinemas, Colleges, Offices, etc. This endorses their brand image of a caf that appeals to coffee lovers of all ages. People People at Caf Coffee Day believe that People are hired for what they know but fired for how they behave. Motivation and personal skill are laid emphasize upon. Process The order process at Caf Coffee Day is based on services, where the customer can read the menu and order. Whereas they have a flexible delivery process, where the customer can go directly and take what they have ordered for or the order is delivered on his table. Positioning Research shows that 37% of the customers are between 20 and 24years. 27% of the customers are between the age group of 25-29 years. 60% of the customers who visit the caf are male and 40% are female. 52% of customers who visit the

cafes are students.18% of the customers visit the cafes daily while another 44% visit weekly. Each caf, depending upon its size attracts between 500 and 800 customers daily, mainly between 4pm and 7 pm. Customers describe Caf Coffee Day as the place they frequent most after home and workplace/college. It is a place where they meet friends and colleagues, in groups of 3 or more. The prices here are perceived to be reasonable and it is a place where customers come to rejuvenate themselves and be themselves rather than a place to be seen at vis a vis other cafes. Caf Coffee Day, at its inception in 1996 was the vanguard of a caf culture in India. At a time when the country was growing well economically and young India enjoyed higher spending power, CCD as it is 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. 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, Caf Coffee Day underwent a rebranding exercise through a change in its logo. The earlier logo was a simple red square with a 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 subbrands to represent the various activities. The logo then incorporated red, white and green colours, a larger font and emphasis on the word Caf. 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 colour green endorsed the long heritage of CCD in growing coffee.
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MISSION STATEMENT
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LOGO
For a brand to stand out and be successful there has to be a personal commitment from staff at all levels. The target customers must identify with it. It should be vibrant and have a life of its own. Liveliness, growth, fun and passion depicts our brand, our customers, our staff and our future this is embodied in our design and colour.
Our LOGO colours embody: Red Square= Leadership, passion White Swirl = Purity of purpose, invigorating properties of coffee Green Stroke = 125 years of coffee growing heritage of this vertically integrated Group Now, the Logo has been changed;
To
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PRODUCTS AT CAF COFFE DAY

Description of various Food and Beverages:
Hot Coffees
One Line Descriptions: Espresso : Strong black coffee extracted at high pressure and optimum temperature. Espresso Americano : A shot of lightened Espresso diluted hot water. Macchiato : A shot of Espresso topped up with milk foam. Cappuccino : Strong milk based coffee with a shot of Espresso, milk and milk foam. It is one of the most popular hot coffees at Cafe Coffee Day. Caf Latte : Milkier hot coffee, mild and goes best with coffee flavoring syrups. It has a very thin layer of milk foam. Chocochino : A blend of Chocolate ice cream and Espresso garnished with a dollop of milk foam. It is neither a hot coffee nor a cold coffee. It is a warm coffee. Cafe Mocha: Chocolate flavored Cappuccino. Goes best when served with whipped cream. Garnish it with a dash of cocoa powder. Irish coffee: A light Espresso flavored with a choice of Hazelnut/ Caramel and topped with Whipped Cream. Caffeine Kick: Double shot of espresso diluted with hot water. Black Velvet: A'ristretto'strong coffee served around 5-20 ml. Kenyan Safari : An international coffee with the hidden flavor of Blueberry. Colombian Juan Valdez: Rich, mild international hot coffee with fruity flavour.
with
Irish
Cream/
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Ethiopian Qahwah : International hot coffee with a hidden mocha flavour. Hot chocolate : Lots and lots and lots of chocolate.
Cold Coffees
Tropical Iceberg : Ice blended cold coffee with notes of chocolate. It is the most popular cold coffee across the country. Tropical Temptation : A Tropical Iceberg topped with whipped cream and a shot of chocolate sauce. Cold Sparkle: Ice blended cold coffee with a sparkling taste of coconut, it is among the earliest cold coffees introduced in their menu. Iced Eskimo : Ice blended cold coffee with notes of coffee and cream balanced in right proportions. Arabian Heights : Ice blended cold coffee with a distinct flavour of cardamom. Vegan Shake : It is made of 100 % pure vegetable fat and does not contain any animal fat & dairy product. It is unique and is being launched for the first time in the country by CCD. Cappachillo : Coffee with sweetened creamy milk served on the rocks. Mochachillo : Chocolate flavored coffee with sweetened creamy milk served on the rocks. Cafe Frappe : A judicious blend of ice cream and coffee that gives a smooth and creamy effect.

Almond frappe : Almond flavored rich, creamy cold coffee with whipped cream, garnished with almond flakes. Choco Frappe: A Cafe Frappe with an extra scoop of Vanilla ice cream and a shot of chocolate sauce, garnished with cocoa powder. Devils Own : A smooth blend of cream and coffee chocolate sauce and topped up with a shot of whipped cream. drenched with
Kaapi Nirvana : It is their ultimate signature blend, very Indian with hidden Caribbean taste, won the silver medal in the in the world barista championship held in Oslo 2002. Rich coffee taste, heavy body with creamy texture and does not require any additional flavors. Fruit Frappe : A judicious blend of ice cream and fruits having different fruity flavors and thick cool texture. (Mango Frappe, Strawberry Frappe, Pineapple Frappe, Lichi Frappe, Cold Chocolate).
Teas
Assam Tea : A strong Tea grown in the best tea estates of Assam. Masala Chai : High grade Assam tea in combination with a Masala bag which is meticulously prepared with pepper, cardamom and cinnamon to give an ethnic feel. Ice Tea : A flavoured cold tea served with lemon juice the rocks, garnished with a slice of lime. on
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PROJECT ON CAF COFFEE DAY Granitas / Cremosas

Granitas : A cool slush drink in different flavour variants Pineapple Crush : Pineapple flavour. Cool Blue : Orange & hidden flavour of mint. Blood Orange : Orange flavour. Smoothies : Ice-drinks blended with ice cream to give it a creamy texture, which gives a smooth creamy after taste Strawberry/Mango Colada : A smoothie, flavoured with strawberry/mango garnished with whipped cream. Cremosa : A fizz drink served with fruit concentrate, soda and Ice Cubes Served on the Rocks. (Flavor options: Litchi, Ginger Spice and Pina Colada)
Desserts
Mousse Au chocolate : A double layered Chocolate mousse with a combination of milk a dark chocolate & subtle coffee flavor for all the chocolate lovers. Mocha Pastry : A fresh coffee sponge cake flavored with Coffee cream and syrup. Chocolate Fantasy Cake : Rich Chocolate Pastry pampered with a rich garnish with chocolate truffle swirl. Pineapple Gateaux : Delicious cream and pineappleflavoured cake, very light and refreshing. Chocolate Mousse : Creamy, Fluffy, Smooth, chocolate flavored dessert, ideal with coffee.

Black forest Cake : The all time favorite Choco pastry with cherries suited to our Indian palate. Sugar/chocolate Doughnut : A deep-fried dumpling doused with cinnamon flavoured top dipped in sugar or chocolate truffle. Date & Walnut cake : Rich butter base Cake made of delicious combination Dates & Walnut. Chocolate Brownie : A rich dessert made with the combination of chocolate, butter, walnuts best with coffee. [TIP: Tastes best with a scoop of Vanilla Ice Cream.] Banana walnut cake : Delicious teacake flavored with bananas and walnuts Marble cake : A delicious combination of chocolate and vanilla butter sponge best with tea or coffee, topped with pure chocolate. Try with a scoop of choc ice cream, vanilla ice cream, nuts & chocolate sauce. Cookies : A crisp sweet snack accompanying all coffee and teas with choco chips, chocolate ginger, peanut butter and coconut macaroon flavour options.
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REWARDS
The management believes that rewards offered by the company should be meaningful and valuable to the employees. The rewards are always based on attainable goals, they believe in SMART goal stetting { S- specific, M- measurable, A- attainable, R- realistic and T- time bound}. The rewards are clear, understandable and open to all. The main focus of the rewards is to recognize performance and motivate the high performers.
TYPES OF REWARDS: An employee is chosen based on criteria such as excellent customer comments, and maintenance of quality product standards that will be publicized well in advance. The employee of the month will feature in the caf magazine caf beat. Select caf of the month that will be featured in the caf beat. Select employee of the month that will be displayed at the caf. Certificate of appreciation from the regional head. Participation in city/ regional/ national caf managers context. Consistent and loyal employees with a good performance will be rewarded with employee stock options.
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AWARDS
Cafe Coffee Day was named Food Services Retailer of the Year and Exclusive Brand Retailer of the Year at the 1st ICICI Bank Retail Excellence Awards function in 2005. Cafe Coffee Day was rated the No. 3 food services brand in Business World and Brand Equity surveys in 2004. Cafe Coffee Day was ranked as the 3rd best" Retail F 6t B" chain in India in the Brand Equity survey in 2004. Mr. V.G. Siddhartha, Chairman (Amalgamated Bean Coffee Trading Company Limited) received the " Economic Times - Entrepreneur of the year 2003 "award. Cafe Coffee Day has had a hat trick victory in the India Barista Championship. For 3 years in a row, 2002, 2003, 2004 CCD has won all the top awards and its representative has gone on to represent India at World Barista Championships, winning silver medal in 2002 and 5th place in 2004 for the country.
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CAF FORMATS
Caf Coffee Day has been experimenting with caf formats for quite sometime. Backed by the motivation of providing customers with exciting choices as well as constantly redefining the caf experience, CCD has ventured into the following formats: Music Cafs provide customers with the choice of playing their favourite music tracks on the Digital Audio Jukeboxes installed at the caf! There are around 85 cafes with such jukeboxes. 32 cafes also provide customers with the visual treat of watching their favorite music videos by means of Video Jukeboxes. Book Cafs offer the perfect solution to people who think that the coffee experience is incomplete without browsing through the bestsellers or reading a classic. CCDs book corners accentuate the age-old combination of coffee and books. This exciting concept has been successfully tested at 15 cafes in 12 cities across India and the numbers are set to grow exponentially. CCD has tied up with English Book Depot, one of Indias leading book distributors for placement and rotation of reading materials appealing to Caf Coffee Days discerning customers. Highway cafs presents the traveler en route not only with good coffee and scrumptious snacks amidst great ambience but also with clean restrooms to get rid of that weariness from the road! Lounge cafs at Hauz Khas, Delhi and Southern Avenue, Kolkata(Southern Avenue) and Hyderabad (Jubilee Hills) combines the style and luxury of a lounge with the lively ambience and comfort of a caf. With exquisite interiors, exotic menu and thematic music, CCD Lounge offers a whole new experience to the connoisseur while assisting the latter through its team of hostesses who are poise and style incarnate and are looked upon as fashion icons.

Garden cafs combine the joy of rejuvenating amidst verdant landscapes and pots of coffee.
Cyber cafs combine the urge to surf, & not to mention get connected through the internet while enjoying perfectly brewed cups of coffees, both domestic as well as International blends! These are of course just milestones. CCD is about to launch Sports Caf, Fashion Caf & Singles Caf..
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BENEFITS
Following are the benefits that a customer can get from Caf Coffee Day: 1. Benefits through pricing of products Considering that Cafe Coffee Day is trying to target a market whose age range is between 15 and 60 years, a pricing policy appealing to this segment is difficult. The pricing is extremely low and act as a deterrent to some customers who might regard it as an indicator or quality, while very high prices cannot be afforded by most of the youth. But since Cafe Coffee Days current consumer profile is quite young, their prices are mostly inexpensive, and at par with their competitors.
2. Benefits through different product line They are Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes. Coffee Day has a well-equipped roasting unit catering to the specific requirement of the consumers. The process is carried out under the control of experienced personnel to meet highest quality standards. The most modern technology available is used to maintain consistency and roast the coffee beans to the demanding specifications of the discerning coffee consumers. The coffee beans are supplied to all the cafs from Chikmagalur. The eatables at Caf Coffee Day are catered by different vendors: example: ice creams are catered by Cream Bell, Milk by Amul and samosas by Patsiers Gallery. Caf Coffee Day also sells merchandise through its stores. 5 per cent of the revenue comes from sale of merchandise. Caf Coffee Day product Mix constitutes a wide range of products that appeal primarily to Indian coffee and snack lovers. Products have a decided

Indian taste to it - be it food or coffee. Most of the eatables have been adopted to meet the Indian taste buds like samosa, biryani, masala sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with classic coffee. The best selling item in summer is frappe, which is coffee and ice cream blended together. The young people favor it. In winter it is cappuccino. Their merchandising includes funky stuff like t-shirts, caps etc.
3. Benefits through Location Cafe Coffee Day looks to cater to their target market with strategically located outlets. Their outlets are generally located at High Street/ Family Entertainment Centers. Considering their generic appeal, there are Cafe Coffee Day outlets in and around Malls, Cinemas, Colleges, and Offices etc. This endorses their brand image of a caf that appeals to coffee lovers of all ages.
4. Benefits through People The people at Cafe Coffee Day are characteristically trained to be Pleasant, Polite and Positive.
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SALES PROMOTIONS
Merchandising- Every CCD stocks merchandise ranging from coffee mugs, Tshirts, caps, bags, coffee filters, mints, different flavours of coffee powders, tea and cream, wafers and biscottis. It also merchandises promotional materials for other brands it associates with. When some brands are conducting events for which passes are distributed or movie premiere tickets are given out, CCD is an important hub for these activities as most of the target market. CCDs Guide to Active Holidays- It is a travel guide focusing on adventure sports and is available in the CCD outlets, for people seeking escapade from monotonous life. Caf Beat- An in-house magazine which gives the entire low-down on whats 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% of CCD goers read Caf Beat and some carry it back with them. CCD has now tied up with WorldSpace and Microsense to provide satellite connectivity in its outlets.
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SEGMENTATION STRATEGY
Caf 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 2008 survey. In the food services category, CCD ranks No 2, while McDonalds stands at No. 3 and Barista lags at No 5. The graph below indicates official figures for the type of consumers of CCD. We can clearly see that its most profitable segment is the 20-24 age brackets. These customers can afford to visit CCD on a regular basis and have a habit-forming attitude towards CCD.
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SEVEN STEPS OF GREAT SERVICE
1. WELCOME THE CUSTOMER Acknowledge customers presence at the caf. A smile goes a long way. That is guaranteed.
Open the door to receive a customer & greet him courteously with a smile Meeting greeting & seating the customer in a warm & friendly manner sets the ball rolling for the service that follows .It will reflect in voice Check whether the customer wants a takeaway or will be seated at the caf Take his preference if possible & direct him to available vacant tables. Request the customers to be seated & introduce self. 2. TAKE THE ORDER & PRESENT THE BILL A confident demeanor & good menu knowledge will help you to assist the customer to his satisfaction Hand over the menu to the customer & if not ready return to take the order in a few minutes Help the customer choose the right coffee or food by explaining in detail the attributes of the product. It is important that you recommend special product & add ons & combos of food & beverages to the customers. Suggestive selling will help you offer customers a better choice of their products. When the customer is ready to give the order, use handheld terminal. Choose SELL amongst user functions. Enter the table number & the number of people. Take the order. Check if the customer is the caf citizen ,if not, enroll the customer in the caf citizen program Inform customers at what time they should expect order to be served. For eg. order will be served in 10 minutes. Sir Print the order confirmation cum bill & place it in the folder on the table.
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TIP: use one liner terminology to describe product & its benefits to the customer.
3 .SALVER SERVICE Serve the customer at the promised time & know the products that you are about to serve .Pride in products will enhance the customers confidence in their brand. Arranged the readied products on a salver Serve the food first & serve the cold coffee, hot coffee or other beverages later. However check the customers preference. For eg. Can I serve the food items first, Sir or would you like everything to be served together? In case of no specific customer preference serve food first followed by coffee/ beverages Announce the name of the product while you serve the product Remember who ordered which coffee / food in case of a group & serve the items accordingly If there are four people gathered at a table, then bring the coffee two at a time. Else, if you wait to bring all four together, the first two will not retain their temperatures. In case there are any delays after announcing the time of service, please keep the customer informed of delay. TIP: Ensure that you have served all the mandatory accompaniments with the food & beverages like sauces, cutlery, napkins etc...
4. VERBAL FEEDBACK & REPEAT ORDER A feedback on existing service would help you improve performance in future .Also; the customer will feel more valued & important. Keep an eye on the tables in allocated section Check with the customer if they would like some more coffee , snacks or desserts
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Interact with as many as customers as possible & get their feedback on the service & product. For eg. Hope you liked the coffee Sir! I hope you found the service friendly & prompt. Is there any way we can improve our quality of coffee, food or service
TIP: If you ask for feedback, you are sure to receive comments from customers
5 .CLEARANCE Prompt clearance of the tables ensures that customers find the caf seating area clean, hygienic & presentable when they are seated at the tables Clearance should be very prompt Clear empty plates, cups & soiled napkins from the table using a salver Ensure that the surface & edges of the table is wiped with assigned scrubber .Use a spray gun to dampen the table with a cleaning agent prior to wiping the table.
6. BILL SETTLEMENT & CUSTOMER FEEDBACK MAKE THE POST SERVICE WAITING PERIOD EASY & FAST FOR THE CUSTOMER When the customer is ready to leave check the amount of the bill from handheld & tell him the overall amount payable Once the customer places the cash, remove the bill folder from the table & clear the transaction promptly Request the customer to fill up the comment card. I would be delighted if you could kindly fill up our customer comment/ feedback form while I return with the change, Sir! Present exact change to the customer & collect the comment card. Change, Sir! In case of any negative comment, tackle the situation before the customer leaves the caf .Acknowledge good comments too.
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7. PARTING REMARKS Show customers that we value them & want them to return. A pleasant parting remark would ensure that customer comes back to caf
Thank the customer for choosing CAF COFFE DAY. And how delighted you are to be of service to him. Thank you for choosing CAF COFFEE DAY, Sir! It has been a pleasure having you over.
TIP: It is not what you say, but how you say it!
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RESEARCH METHODOLOGY
Research Design
The controlling plan for a marketing research study in which the methods and procedures for collecting and analyzing the information is to be collected is known as Research Design or a framework or plan for a study that guides the collection and analysis of the data. RESEARCH METHOD/ DATA SOURCES Descriptive ResearchA research design in which the major emphasis is on determining the frequency with which something occurs. For example, how often users access internet in a given month. The focus of descriptive research is to provide an accurate description for something that is occurring. Data Source: In this project both primary data as well as secondary data are used. PRIMARY DATA Primary data used in this project is collected through three sources: Questionnaire Method Direct Personal Interview Method Observation Method
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SECONDARY DATA It is not possible to collect first hand information for each & everything so, secondary data from various sources like Internet, A. C Neilsons report on Jan, 2007, Information from television channels like CNBC, Z Business, NDTV Profit etc. and Indian Infoline Website. Sampling A fine subset of the population, selected from it with the objectives of investigating its properties is called a sample and the number of unit in the sample is known as sample size. Sampling is a tool which enables us to draw conclusion about the characteristics of the population after studying only those subjects or items that are included in the sample. In sampling method only few units of the population is considered. The choice of an appropriate sampling design is of keeping in view the objectives and scope of the enquiry and the type of the universe to be sampled. Sampling techniques: Random sampling Non random sampling Random sampling: A random sampling is done in such a way that each member of the universe has a change of being selected, which enables statistics procedures to be used under the result to estimate sampling.
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Non random sampling: In the non-random sampling the chance of any particular unit in the population being selected is unknown. The judgments sampling method under non-random sampling method was adopted for the study with a sample size of 100 respondents, which are chosen in a judgment manner from the customer. In this method a designed number of sample unit is selected deliberately or purposely depending upon the objectives of the enquirer so that only the important items representing the true characteristics of the population are included in the sample. Area of samplingIn this study primary data plays a vital role. The process of choosing the correct number of respondents is nothing but sampling procedure. Sampling area: Bangalore city Sampling Size100 is the number of items to be selected from the universe to constitute the sample. The method used here is random sampling and on- the spot sampling, where the samples are selected without considering any particular quality. Sample MethodRandom Sampling
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RECOMMENDATIONS & CONCLUSIONS

From the project we can conclude the following: That Caf Coffee day is planning to go international. The other major things regarding service marketing is that customers give top priority to the quality of the services / products and ambience. The major competitor of Caf Coffee Day is undoubtedly Barista as both of the service providers cater to same market segment India as they find India new target market. Recommendations:1. To improve the interiors and dcor. 2. To have more and more tie-ups. 3. Only 50 % or less than 50 % people find Caf Coffee Day quality of service, ambience, pricing and location to be very good which proves that still Caf Coffee Day need to do lot of homework in order to satisfy its customers. 4. It should introduce a feedback form system in order to know about the customers satisfaction level.
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BIBLIOGRAPHY
Observation Individual pre and post program forms through questionnaires. Interviewing and mailing Text bookConsumer Appahnahiah, Ramnath Websites www.google.com www.cafecoffeeday.co.in www.wikipedia.in www.answers.com behaviorReddy & feedback
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PROJECT ON CAF COFFEE DAY

NEHA SINGHAL 14619201712

NEHA SINGHAL 14619201712

PROJECT ON CAF COFFEE DAY

Mr. PRANAV MISHRA HEAD OF THE DEPARTMENT

Mrs. SANGEETA Project Incharge

BBA DEPARTMENT LINGAYAS LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES

BBA DEPARTMENT LINGAYAS LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES

NEHA SINGHAL 14619201712

PROJECT ON CAF COFFEE DAY ACKNOWLEDGEMENT

NEHA SINGHAL 14619201712

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NEHA SINGHAL 14619201712

PROJECT ON CAF COFFEE DAY

PROJECT ON CAF COFFEE DAY

NEHA SINGHAL 14619201712

PROJECT ON CAF COFFEE DAY

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PROJECT ON CAF COFFEE DAY

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PROJECT ON CAF COFFEE DAY

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MAJOR PLAYERS IN THE INDUSTRY

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PROJECT ON CAF COFFEE DAY CUSTOMERS EXPECTATIONS

Factors considered while selecting a coffee shop

23% 42% 11%

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PRODUCTS AT CAF COFFE DAY

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PROJECT ON CAF COFFEE DAY Granitas / Cremosas

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NEHA SINGHAL 14619201712

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NEHA SINGHAL 14619201712

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PROJECT ON CAF COFFEE DAY