PASS iCe, ee “To be the best café chain by offering a world class coffee experience at affordable prices.”Posy Anas Median Age — 27 years 65% of the population is below the age of 35 years The proportion of working population (25-59) is expected to increase from Cll aT wl0/0 leh volte aero) By 2020, 35% of the total population will be residing in Urban cities By 2020, there will be 109 miilion people in India earning between 3 lacs to 6lacs per annum and 100 million people earning between 6 lacs to 30 every Spending on discretionary products will increase to about 64% of total spending by 2020Café Market Overview ( * Current size of the café market in $70 billion and is expected to grow to $151 billion by 2020mpetitor Are ye EY oaeul nee Starbucks (eoty eR @e) il Elahie) ollie feel Cae Tome MEacut encore McDonalds and Dunkin Donuts have started selling coffee. ETN tev MaMa MOM e arama ok Le ct ia gon ok available. Val tee Ma ala (els le ee aae ut aie Corer |g Café Coffee Day, owned by Coffee Day Global is the largest coffee chain in India. It was founded by Mr. V.G Siddhartha. With 1538 outlets across India, it is 3 times bigger than its major competitors such as Starbucks, Barista and Costa Coffee. It also has a presence in Austria, Czech Republic, Dubai, Malaysia and Egypt. It is also the largest producer of “Arabica” beans in Asia exporting to various countries including USA, Europe and Japan.Format Branding Offerings ‘Target segment Footprint C | Café — Coffee | Café Coffee | a mix of coffees, | value-conscious youth | 1,423 outlets across 209 a | Day outlet Day teas and other | segment cities in India and 16 f beverages and food international outlets é options across Austria, Czech Republic and Malaysia N | Café Coffee | TheLounge |a mix of exotic |tendy and affluent | 42 outlets across seven e | Day coffees, teas, | customers with a | cities in India t | The Lounge cocktails and | higher disposable w | outlet international income ° cuisines options r | Café Coffee | The Square | specialty coffees | coffee connoisseurs | seven outlets across four kK! | Day The Square and teas and fine | who seek the theatre of | cities in India outlet ing options coffee T_| Vending Coffee Day | a varicty of coffees | corporate and | 28,777 vending, n | business Beverages | and teas; coffee is | institutional clients machines across India freshly brewed H | Fresh & Ground | Coffee Day | 22 ‘exclusive | residential houscholds | 424 outlets across seven © | outlet Fresh & | varieties of freshly | consumption and a | states in India m Ground brewed coffee | large number —_of, e powder restaurants and eateries across South India © | Cofee Day | Coffee Day | basic offerings of | caters to ‘Coffee on- | 590 Kiosks across 12 u_| Apress kiosks | Xpress coffees and teas | the-go” consumers ities in India t nd light snack options © | Production, Coffee Day | green coffee beans | large roaster and coffee | one of the largest F | Processing — & | Exports traders exporters of — Indian Exports coffee beans, primarily H to Europe, Japan and the ° Middle Bast mfem iped irc Actes eee ee oe Cy ss =@SWOTPies Five ee eeOt oli aCiel o} (GES NCTE}ieee eee a Saree eer Profitability (ROIC) To increase shareholder value, Tielatey<1eenUan LOL S0T a Side lem area k ta profitability of the company and grow the profits Shareholder CCD has used certain strategies, like going for IPO - Rs 1,150-crore for its growth and expansion purpose, ultimately helping the shareholders to make profitCOPS Si Sie (oo) jm PLANE Cm UMP) OMY items 114-4 a(R Leela eal eae Meme) =<] OL aca has mapped 50 cafés to deliver orders within a 3-4km radius. Rs 1,150-crore IPO in October 2015 Cafe Coffee Day to invest Rs 450 crore to add 400 stores in 3 years.Embryonic Mature Decline 2) 3 oS 2 © fo o af 3 2ne ed 3 Coffee Bean & 2 arcs & = 6 g i 3s 2 ferrccenicd a Café Coffee Day 3 tetas a a fer Tailary Low u R & D Spendingy oN ood erie Coy Tea Leaf Barista Inferior Superior AttributesEfficiency Customer Responsiveness Peedi ce ose ur ac Pe cuks iseuuee ry Pee eae cer Emreaitccs Eee Se en cate ceca CA ade Me laela) Quality PMc ee ec ieee escent le (oe) iran Pa a lees eam dCafé Chain Market CCD stores and CCD Lounge and Kiosks CCD Square Middle Income Premium College Students CorporatesDifferentiation (higher costs/ higher prices)ess Level Stas Offers Products Offers Products to Only One Group to Many Kinds of Customers of Customers Offers Low-priced eel Cost-leadership Products to trata E strategy Customers : aye fists ce nieius) Focused s a8 or Distinctive fe aes Differentiation differentiation Products to strategy strategy Customerseli BTS ae) Coffee had to shut shop in India as it couldn’t pass the Chasm fea eMec esi ico eR ear Eu) as it understood the needs of COA eny eon tedStandard : globalization Tanenuicns (cones strategy g strategy International Localization strategy strategy Pressures for cost reductions Low Pressures for local responsivenessie i = we ce = ai era ag PRODUCTS New