COMPARATIVE STUDY

Objective

To know the market share of Individual brands To know the consumer perception about consumption of products at CCD & BARISTA To determine factors that influence choice of customers regarding the products at CCD & BARISTA

The Coffee Caf Industry

Individual cafes: the biggest and fastest growing sectors in business. The main bulk of revenue is earned by small, individual cafs, run mostly by families and friends. (mainly in Europe) Hotel cafes: because they provide international visitors to the hotel with a universal drink- coffee. Not major player in the Coffee Industry

The Coffee Caf Industry

Retail Caf chains: most organized sector in the coffee caf industry provide customers with a standardized level of service and quality at each of their outlets.

Caf Coffee Day

Family yielded rich coffee beans in soil Chikmangalur Amalgamated with Bean Coffee Trading Co. Ltd. now known as Coffee day Sub-brands
Coffee day Fresh & Ground Caf Coffee Day Coffee day Perfect Vending Coffee day Exports Coffee day Xpress Coffee day -

Caf Coffee Day

CCD opened its first cafe in 1996 on Brigade Road in Bangalore. Has largest cafe retail chains in India with 326 cafes in 65 cities around India. Head Quartered in Bangalore, majority of cafes in Bangalore. Coffee Day sources coffee from 5000 acres of coffee estates, the2nd largest in Asia The current market share of CCD is 60%

Caf Coffee Day

Target market -: 15-29 years old Want their customers to grow with them Marketing Associations with youth- oriented brands like Levis, TVS, Airtel, AOL. Ambience : Bright Colours, Well Lit In 2009, its turnover was Rs. 450 crores

Barista

Barista coffee was established in 1999 Stake of barista 2004 2007 TATAs Sterling Infotech Lavazza the Barista Coffee Company Limited has over 211 Barista Lavazza Espresso Bars and Barista Lavazza Crmes in over 30 cities across India. Experience of a typical Italian Expresso bar. Initially, Priced at a premium rate. Reduced its price to be more accessible

Pioneers in establishing the concept of "organized coffee retailing as an experience for the customer" at a national level in India. IN 2006 ITS TURNOVER WAS Rs.56Crores & 2007 ITS TURNOVER WAS Rs.64Crores. Barista has more than 230 coffee retail outlet across the country The current market share is 30% Target audience : 18 60 yrs

7Ps of Caf Coffee Day

PRODUCT

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. they have been trying to capture the Indian taste along with classic coffee. The best selling item in summer is frappe Their merchandising includes funky stuff like tshirts, caps etc.

PRICE
Rs 40 to Rs 80
Considering affordability

CUSTOMER15-29 years

Minor changes in the pricing policy

Mostly due to changes in government taxes

PLACE
STRATE GY

Where Business can be generated

prime factor in determining the success of a retail chain

Located in

High Street/ Family Entertainment Centers, gas stations, near Colleges etc

PROMOTION
TELEVISI ON Zee EnglishFriends Channel [V]Gorgeous contest Levis, Scooty, Liril, Airtel

TIE-UPS

Association with movies

Sales Promotion Caf Citizen Card

PHYSICAL EVIDENCE
Logo , image, brand Architecture and Decor

Literature

PROCESS

PEOPLE

The ordering and delivery process in CCD: was earlier based on self- service. Now -waiter comes and takes away the order and delivers the order on table.

People are hired for what they know but fired for how they behave. Motivation and personal skill are laid emphasize upon. Employees maintain the international standards of hygiene and cleanliness and personal grooming.

7Ps of Barista

Product
Core Product
Coffee

Supported Product
Decided Italian taste to it
Coffee mugs

Cakes and Pastries

T-shirts

Coffee Beans

Price
Skimming price policy costs are quite high because imports a majority of its

Place
Owned by the company Not franchised out
Facilitates control

Quick changes in the retail chain Targets Tier-I and Tier-II cities
(high population, leisure and lifestyle oriented)

Promotion- where the world meets

Word of mouth publicity
Literature Sponsorships Sales Promotion

Collaboration/ Tie ups

Physical evidence
Logo , image, brand Architecture and Decor Truly Italian coffee experience

Literature

Warm, relaxed and friendly environment

People

Process

Pleasant, Polite and Positive. Uniforms are in sober shades of brown and orange

Order & delivery : self-service