©
©

 

m



 
m AbhitejTripurari
m Girish P.
m Pushpanjali Kumari
m Santosh H.R
m Neha Awasthi
m Vivek Surana
 V
¬


 



 
 À ASHBACK

© 
© 
 
is a division of

   
 
© 
 
©  
,
popularly known as
©



A Rs. 750 crore
ISO 9002
certified
company.
 KEY ÀEATURES
Œ Pioneered café concept in India in
1996.
Œ Has 840 cafés in 125 cities around
the country.
ΠA youth oriented brand(with
majority customers falling in 14-30
year age bracket).
Œ Has cafés in various countries.
COÀÀEE DAY & ITS SUB BRANDS

Œ Café Coffee Day

ΠCoffee Day- Xpress
ΠCoffee Day- Exports
ΠCoffee Day-Vending
Œ Coffee Day- Àresh & Ground
 CAÀ
ÀORMATS
1. Music Cafes
2. Book Cafes
3. Highway Cafes
4. ounge Cafes
5. Garden Cafes
6. Cyber Cafes

..they plan to open sports cafe.,

singles café, fashion café«..
USP OÀ THE BRAND
ΠAccessibility(strategically placed)
ΠCoffee(kaapi nirvana)- won a silver
medal at the WBC 2002 in Norway.
UNIQUE ÀEATURES
ΠIt grows the coffee it serves.
ΠThey manufacture their own
furniture, coffee makers & other
equipments.
 PRODUCT MIX
m 

m Teas
m Chocó- attes
m Àrosteas
m Àruiteazers
m Quenchers
m Small Eats
m Sundaes
m Sweet Eats
m Big Eats
m Merchandises
mCoffees(Hot & Cold)
 CREATIVITY ÀACTOR
Description of the products is given in a very
innovative manner.
¬
?
et wicked with this café
frappe loaded with chocolate and whipped
cream. Ah, so sinful, your mother would
warn you against it.
© ¬ © ¬

 Smooth, creamy &
cool chocolate milk shake, goes
down well anytime. Unlike your
jokes.
 DIÀÀERENTIATION

Here products are differentiated through

9
9

Àor instance:-
Πcoffee add-ons
- Àlavored syrups
(Hazelnut, Caramel, Toffee Nut)
- Chocolate sauce
- Scoop of ice-cream
-Whipped cream
 POSITIONING

Positioning is that..
´ î

 

Πfor which the company is known for.

ΠONE specific idea that first comes
into the mind about the product.
 PACKAGING
All packed products are:-
m ^
9

(ingredients, M.R.P.,
manufacturing & expiry date,
nutrition information,
storage pattern)
m  9

( eye catching & appropriate)
PACKAGING OÀ THE CAÀE

Its all about the place 
 

The café is packaged well..
X Youthful environment.
X Use of young colours.
X Comfortable seating.
X Appropriate lighting.
X Good use of black & white paintings.
X Music, books, Wi-Ài & newspapers
are also provided in various outlets.
OBJECTIVES OÀ PRICING

ΠTarget rate of return

(prices are not kept too low)
ΠMeeting competition
(prices are not kept too high)
ΠMarket share
(the price for a hot cup of coffee
ranges from 30 to 60)
 PRICING IN PRACTICE

m No discounts are offered

m Prices are not negotiable

©
Café Coffee Day outlets are company
owned & company operated.
 PROMOTIONS

They have a lot of promotional strategies

like co-sponsoring movies , conducting
events on the launch of a new outlet
,changing menu seasonally, introducing
new offers .
 BRAND EXTENSION
Café Coffee Day team has made a commendable
effort in leveraging the brand potential and the
retail opportunity by introducing many brand
extensions like
m Merchandises
-mints
-chocolates
-cookies
m youth newsletter-
Café Beat
PRODUCT IÀE CYC E

Growth
stage

Their aim is to open at least

2000 outlets in India by 2010.
CONSUMER SURVEY
©m ^

---SERVICE RE ATED
( DE AY, TAX, MIXUP, SWIPE MACHINE,
OUD MUSIC)

----EMP OYEES RE ATED

(GIGG ING/GOSSIPING, RUDE, ACK
OÀ PASSION)
---AMBIENCE RE ATED
(ADVERTS)
----OTHERS
(HOME DE IVERY, NO C EAR
SEGMENTATION)

m^^
---AÀÀORDAB E
---IDEA HANG OUT
---CONSISTENCY
COMPANY INITIATIVES
m
© 
(RIGOROUS SE ECTION,
TRAINING, CODE OÀ CONDUCT,
APPRAISA )


© 
(PANEER TIKKA SANDWICH, CORN SPINACH
SANDWICH, CHICKEN CHETTINAD, ANDHRA
CHICKEN PUÀÀ, PARATHA CURRY) NEW VARIETIES
EVERY QUARTER
 À EXIB E MENU
  
CO D BEVERAGES, TEA VARIETIES, SHAKES/
JUICES AND ICECREAMS)



^


HUNGER MOOD, INDU GENCE, IGHT BITE,
OW CA ORIE MOOD)