1. Café COFFEE DAY A lot can happen over a cup of coffee
Sapna Agarwal
Vinay Agnani
Vaibhav Alone
Tejashree Bole
Smita Bommera
Pramod Kamble
Nupur Khanna
Sanjukta Mukherjee
Reemis Rodrigues
Neha Vyas

2. INTRODUCTION V.G. Siddhartha, chairman of the Bangalore-based
Amalgamated Bean Company(ABC)
Rs. 750 crore, ISO 9002 certified company
Largest retail chain of coffee shop in India
First café in 1996 at BANGALORE
873 cafes in 135 cities
Each café, depending upon its size attracts between 100 to 300 customers daily.
Mainly to attract teenagers, business meetings

3. It is a place where customers come to rejuvenate themselves and be themselves. Therefore, is a relaxed and fun “hangout” for the emerging urban youth.
The company operates its cafes in various formats, such as music, book, highway, lounge, garden, and cyber cafes
Tied-up with world space and micro sense
By March he wants to expand the chain to 950 cafés.

4. Various divisions are:
Coffee Day Fresh n Ground (which owns 400 Coffee bean and powder retail outlets)
Coffee Day Xpress (which owns 895 Coffee Day Kiosk),
Coffee Day Take away (which owns Vending Machines)
Coffee Day Exports
Coffee Day Perfect (FMCG Packaged Coffee) division

5. S-T-P-D SEGMENTATION TARGETING POSITIONING DIFFERENTIATION
Café Coffee Day has its main consumer base in the age group of years.
Middle class and upper middle class youth
Students, House wives, executives and
youngsters
People who value a great cup of coffee
CCD seeks to target not just the youth but
anyone who is“young at heart”.
Medium Price Band
POSITIONING
DIFFERENTIATION
“Third Place" away from the home and college or workplace for the young and the young at heart.
Coffee Bar
Fun Place
Home and Workplace
873 outlets in 135 cities
Strong and Stable Parentage
Right Locations
Place a cafe in every possible location where some business can be generated.
To be present in educational institutions and corporate campuses

6. The Coffee Bean & Tea Leaf
Coffee House Chain
 KNOWN
UNKNOWN
Overlooked
Indifferent
Unaccepted
Accepted
 Café Hillel
Café Mocha
Café Nero
 Illycafé
Barista
Coffee Heaven 
 Coffee World
 Java Green
The Coffee Bean & Tea Leaf
Cupp’s Coffee 
Costa Coffee
Mc’Café
Blenz
Dunkin Donuts
India Coffee House
Allann Brothers
Starbucks

7. Branding Communication
Through Interactive Media
Held Contest around a Very Popular Programme- Friends
Tie up lot of youth brands

8. BRAND
Identity
Image
Perception
Position

9. VALUE PROPOSITION FOR CCD
Functional YES
Emotional YES
Economic YES

10. Image- Identity Model BRAND- CCD IDENTITY POSITIONING
PERCEPTION
LABEL
IMAGE

11. POP-POD CCD AVAILABILITY BRAND PRICE TASTE PRODUCT MIX POD ABCTCL POD
AD’s
POP

12. SERVICE BLUEPRINT - CCD
PHYSICAL
EVIDENCE
CCD interiors
Ambience
Interior design
CCD exteriors
Furniture
Menu
CCD boy/girl
Delivery
Tray
Food & drinks
CCD boy/girl
Exit way
CCD exteriors
Customer
Arrives at CCD
Customer walks -in
Goes to the table
Views Menu card
Places order
Sits
Chats
Waits
Order received
Eats
Requests for bill
Makes the payment
Leaves
CUSTOMER
Line of interaction
(On Stage)
Takes order
Delivers
the order
Greeted by CCD boy/girl
Accepts request
Hands over the bill to the customer
CONTACT PERSON
Line of visibility
(Back Stage)
Receives Food/Drink
Informs about the order placed
Bill
generated
Data entry
Line of internal interaction
SUPPORT PROCESS
Prepares
Food / Drinks
Billing system
Processes bill

13. SERVICE RECOVERY STRATEGIES
Parameters
Yes/no
Treat customer. fairly
Yes
Cultivate relationship with customer
Learn from recovery experience
Fail-safe the service
track complains

14. Parameters
Yes/No
Act quickly
Yes
Provide adequate explanation

15. DIMENSIONS OF SERVICE QUALITY
Reliability
Responsiveness
Assurance
Empathy
Tangibles

16. Search Quality
Experience Quality
Credence Quality

17. THANK YOU !!