ccd

1. Marketing Management- I
PRESENTED BY: GROUP 1
AKHIL JAIN
AARUSHI RAJPUT
AMAN GUPTA
AANCHAL KAPOOR
NISHANT NEGI

2. Contents
Corporate Profile
Mission and Vision
4Ps of Marketing
SWOT Analysis
Some interesting Facts
Analysis of Sample Data
Problems Faced
Learning from the project

3. Mission
OUR MISSION IS A SIMPLE ONE. TO BE THE
BEST CAFE CHAIN BY OFFERING A WORLD
CLASS COFFEE EXPERIENCE AT
AFFORDABLE PRICES.

4. Corporate Profile
 Welcome to Cafe Coffee Day, India's favorite coffee shop where the
young at heart unwind. A division of India's largest coffee
conglomerate, the Amalgamated Bean Coffee Trading Company
Limited (ABCTCL). Popularly known as Coffee Day. With Asia's
second-largest network of coffee estates (10,500 acres) and 11,000
small growers, 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.

5. YEAR EVENT
1996 C.C.D. was first set-up at Brigade Road in Bangalore
2002 C.C.D. owns & operates 213 cafes in all major cities of India
2008 C.C.D. expanded to 595 cafes in 100 cities of India, 3 in Vienna, 2 in
Karachi & targets to expand till 950 cafes in a year from 2008
2010 Earning revenue of US$45 million, jobs 5000 employees, owns 1016 cafes
in 135 cities
2013 1481 stores till date
2015 Planning to Cross over 1500 stores

6. 4P’s of Marketing
Product
 Wide range of products appealing to Indian coffee and snack lovers.
 Indian taste.
 Eatables adopted to Indian taste buds like samosa, tikka sandwich etc.
Indian taste along with classic coffee.
 Merchandising includes stuff like t-shirts, caps etc.
Price
 Major customer -15- 29 yrs, Price ranges - 50 to 200. Minor changes
(majorly - government taxes)

7.  Place
 Strategically located outlets (High Street/ Family Entertainment
Centres).
 Promotion
C.C.D. looks at mass media as a viable area of advertising.
 Television (Zee English called Friends, Channel [V]'s Get Gorgeous).
 Tickets Sales (IPL).
 Movies (Main Hoon Na, Kyun Ho Gaya Na, etc).
 Sales Promotion (Offer coupons, Gifts vouchers, Café Citizen Cards).
 Café Beat- an in-house magazine.
 Tie-up with World Space & Microsense to provide satellite
connectivity.

8. SWOT Analysis
STRENGTHS
• Largest retail chain of cafes.
• ISO 9002 certified company.
• Quality and taste.
• Youth oriented brand (40 % population
< 20).
• Reduction in cost (Own Production).
• USP of brand - Highly affordable
brand.
WEAKNESS
• Weak brand image and lacks strength
to maintain brand loyalty.
• Wrong site selection - Losses.
OPPORTUNITY
• Fastest growing industries in Asia.
• Preferred for informal meetings.
• Gone international
SWOT
THREAT
• Competition with established and
International other coffee cafes like
Barista, Mochas, Gloria Jeans, Coffee
Bean and Starbucks.

9. SAMPLE INFORMATION and ANALYSIS
Objectives
To analyze the demographics of the CCD’s clientele
Sample’s information
 Size = 22
 Age Group = 20 to 42
 No. of males=10
 No. of females=12

10. FREQUENCY
OF VISIT??
a. Almost daily
b. Once a week
c. 2-3 times a week
d. occasionally
once a week
18%
2-3 times a
week
36%
occasionally
46%

11. PURPOSE OF
VISIT???
a. A. Spending time
With Friends
b. B. Having coffee
c. C. Business meeting
d. D. any other
time with
friends
54%
business
meeting
14%
having
coffee
23%
any other
9%

12. EXPENSE ON
A VISIT???
a. A. 0-100
b. B. 100-200
c. C. 200-300
d. D. 300 and above
100-200
41%
300 and
above
23%
200-300
36%

13. HOW SAMPLE RATED CCD
14
12
10
8
6
4
2
0
1star 2star 3star 4star 5star
In Terms Of
Food/Coffee
In Terms Of Value
For Money
In Terms Of
Service
In Terms Of
Ambience

14. HOW SAMPLE RATED CCD’s
12
10
8
6
4
2
0
1star 2star 3star 4star 5star
Coffee
Eatables
Dessert
Other Beverages

15. COMPETITORS
1. 1. Cafe Coffee Day,
2. 2. Baristas,
3. 3 Costa Coffee
4. 4. Starbucks
BASED ON SAMPLE INFORMATION
café coffee
day
45%
Barista
18%
Costa Coffee
14%
Starbucks
23%

16. Who
hangs out at
Coffee Day?
• Sample shows that while a part of
customers come for their
products, a substantial amount of
their customers come to “hang
out” with friends.
• The café is also the venue for
“business meetings” (14%),
“Having Coffee” (23%) or
just plain “hang out” (54%)

18. CHALLENGES FACED
 Convincing people to tape their response on camera
 Getting permission from CCD to shoot in café’s premise
 Poor coordination

19. LEARNING FROM THE PROJECT
Overall working as a team
Customer behavior towards the brand