1 / 16

Sapna Agarwal 08-702 Vinay Agnani 08-703 Vaibhav Alone 08-705 Tejashree Bole 08-712

Café COFFEE DAY A lot can happen over a cup of coffee. Sapna Agarwal 08-702 Vinay Agnani 08-703 Vaibhav Alone 08-705 Tejashree Bole 08-712 Smita Bommera 08-713 Pramod Kamble 08-730 Nupur Khanna 08-733 Sanjukta Mukherjee 08-740 Reemis Rodrigues 08-749 Neha Vyas 08-757.

gerd
Download Presentation

Sapna Agarwal 08-702 Vinay Agnani 08-703 Vaibhav Alone 08-705 Tejashree Bole 08-712

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Café COFFEE DAY A lot can happen over a cup of coffee SapnaAgarwal 08-702 VinayAgnani 08-703 Vaibhav Alone 08-705 Tejashree Bole 08-712 SmitaBommera 08-713 PramodKamble 08-730 NupurKhanna 08-733 Sanjukta Mukherjee 08-740 ReemisRodrigues 08-749 NehaVyas 08-757

  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 12000 Vending Machines) • Coffee Day Exports • Coffee Day Perfect (FMCG Packaged Coffee) division

  5. S-T-P-D SEGMENTATION TARGETING Café Coffee Day has its main consumer base in the age group of 15-30 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. Branding Communication • Through Interactive Media • Held Contest around a Very Popular Programme- Friends • Tie up lot of youth brands

  7. VALUE PROPOSITION FOR CCD Functional - YES Emotional - YES Economic - YES

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

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

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

  11. SERVICE RECOVERY STRATEGIES

  12. DIMENSIONS OF SERVICE QUALITY Reliability Responsiveness Assurance Empathy Tangibles

  13. Search Quality • Experience Quality • Credence Quality

  14. THANK YOU !!

More Related