Marketing Research

Marketing research is the process or set of processes that links the producers,
customers, and end users to the marketer through information used to identify
and define marketing opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and improve understanding
of marketing as a process. Marketing research specifies the information required
to address these issues, designs the method for collecting information, manages
and implements the data collection process, analyzes the results, and
communicates the findings and their implications.

Macro-Environment

1. POLITICAL ENVIRONMENT-
a. Less bureaucratic hurdles
b. Easy source of coffee beans
c. Cost control because of government regulations
2. LEGAL ENVIRONMENT :
a. Ethical and based on customer delight
b. Less consumer complaints and quick customer service
3. SOCIAL ENVIRONMENT :
a. Target youth and middle class
b. Affordable for a meeting place
4. ECONOMICAL ENVIRONMENT :
a. Heavy coffee drinkers in South India
b. Cheaper source of maintaining quality
5. TECHNOLOGICAL ENVIRONMENT :
a. Marketing strategy based around technology
b. Provide entertainment over Bluetooth and Wi-fi
6. ECOLOGICAL ENVIRONMENT :
a. Limited production/Less pollution
b. Use biodegradable plastics

SWOT ANALYSIS
Macro Environment Analysis
Market population of India- 1,342,583,849

Urban Population- 32%

Rate of Urbanization- 2.38% per annum

Population on the factor of age :

a. 0-14 years- 27.71 %

b. 15-24 years- 17.99 %
c. 25-54 years- 40.91%
d. 55-64 years- 7.3 %
e. 65 & above- 6.09 %

Percentage of demand of the product :

a. East Zone- 80%

b. North Zone- 75%
c. West Zone- 63%
d. South Zone- 95%

Targeted Customers who drinks coffee :

a. 13-17 years 7.28%

b. 18-24 years 13.9%
c. 25-34 years - 15.5%
d. 35-49 years 19.32%
e. 50-64 years 22.73%
f. 65 & above 21.08%
Competitor Analysis :

Barista 26%

Costa Coffee 14%

Cafe Coffee Day 54%

Others - 6%

Market Demand of Cafe Coffee Day :

Indian population* % of Urban population* % of people who drink

coffee(demand of the product)* targeted customers* competitors analysis

=(790659443400(SOUTH)+665818478700(EAST)+624204823700(NORTH)+524332051900(WEST))
=2605014797800 (Demand of Cafes in India)

Percentage of people who come to Cafe Coffee Day = 2605014797800 * 0.54

=1406707990800

Average cost per person spending in Cafe Coffee Day = 150/-rs

Therefore, demand* avg cash spent = 1406707990800 * 150

= 211006198620000

= $31700 billion (approximately)

As the rate of urbanization increases by 2.38% , the forecasting of the demand also increases by
2.38% per annum.