Service marketing_project_Cafe_Coffee_Day

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The project contains a detailed study the service process and structure of the India's leading coffee outlet - Cafe Coffee Day as on November 2013

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  •  Coffee Day Square is a new specialty format where brew-masters serve a hot cup by roasting beans that may be grown in far away Colombia, Costa Rica, Ethiopia, Peru and nearer home in the Himalayas, or right here in Karnataka.
  • RED – FAIL POINTGREEN – WAIT POINT
  • Focus strategy analysis
  • * Based on a survey
  • Service marketing_project_Cafe_Coffee_Day

    1. 1. SERVICE MARKETING PROJECT ON CAFÉ COFFEE DAY Group 3 Name Enrollment No. Ayesha Erum 10111132 Nabanita Ghosh 10111110 Nilanka Ghosh 10111146 Sayon Biswas 10111006 Paulomi Dasgupta 10111046 Rajib Biswas 10111017 Sanghati Banerjee 10111061
    2. 2. ABOUT CAFÉ COFFEE DAY • India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. • Pioneer of the café culture and the first to launch the ‘coffee bar’ concept in India • Currently it has around 1534 outlets across 28 states in India • Presence in international cities like Karachi, Vienna, Dubai and Prague Source : www.cafecoffeeday.com
    3. 3. SERVICE MARKETING MIX OF CAFÉ COFFEE DAY PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESS
    4. 4. SERVICE MARKETING MIX OF CAFÉ COFFEE DAY PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESS PRODUCT
    5. 5. SERVICE PRODUCT • Core Product • Experience • Supplementary services • Ambience • Delivery • Hospitality (Lounge & Square) • Price of the product
    6. 6. SERVICE FLOWER Facilitating Services • Information - Menu - Website • Payment - Credit Card - Cash - Privilege Card • Billing • Order Taking - Self Service - Assisted by the attendee Information Payment Billing Order –taking
    7. 7. SERVICE FLOWER Enhancing Services • Consultation - Assistance • Hospitality - Food & Beverage - Music - Wi-Fi - Washrooms • Safekeeping - Credit Card Security - Parking • Expectations - Happy Hours - Privilege CardsSafekeeping HospitalityExpectations Consultation
    8. 8. PRODUCT PORTFOLIO Food and Beverage Non Food Items B2B Food Beverage Deserts Coffee Coffee Powder Bulk/ Corporate Orders Snacks Tea Coffee Machine Catering Services Cakes Chocolate Shakes Cups & Mugs Coffee Vending Machines Sundaes Frappe Chocolate and cookies Advertising Space Heavy Foods (in Lounges) Fruit Shakes & Lemonades Apparel & Accessories Gift Cards & Vouchers Product Mix Width Product Line Length
    9. 9. SERVICE MARKETING MIX OF CAFÉ COFFEE DAY PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESS PRICE
    10. 10. PRICING STRATEGY • LOCATION PRICING – On the basis of outlets • Café • Lounge • Square • COMBO PRICING – Clubbing up two or more products on special occasions • PREMIUMS PRICING – Adding things like cream, chocolate sauce and positioning as a premium coffees
    11. 11. PRICING STRATEGY • PSYCHOLOGY PRICING – Pricing the product as Rs 69, 79, 59 etc. rather than in the multiples of ten to give a feel that the product less priced • VALUE BASED PRICING – Providing different variants in terms of prices by altering the quantity to give a sense of affordability
    12. 12. SERVICE MARKETING MIX OF CAFÉ COFFEE DAY PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESS PLACE
    13. 13. • Location – Shopping malls, Market places, Office areas(IT sector), near School & Colleges • Types of Stores Café Coffee Day The Lounge The Square PLACE
    14. 14. Café Coffee Day Store Coffee parlors where people can enjoy the coffee have eatables and hangout with friends Café Coffee Day Square A unique Café where variety of single origin coffee brews from coffee- growing countries are available Café Coffee Day Lounge Premium café from Café coffee day target selected group
    15. 15. SERVICE MARKETING MIX OF CAFÉ COFFEE DAY PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESS PROMOTION
    16. 16. • Started TVC and Print campaign at the end of 2012 • Target Audience – Age group between 17 – 35 • Co Branding in Movie and TV serials • Sales Promotion Activities – Combo Deal – Happy Hours – Privilege cards – Redeemable coupons PROMOTION
    17. 17. SERVICE MARKETING MIX OF CAFÉ COFFEE DAY PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESS PHYSICAL EVIDENCE
    18. 18. PHYSICAL EVIDENCE • Ambience – Different ambience the look and feel for different outlets • Shop Colour – Violet for Café coffee day shops – Sea green for Lounge – Brown for Square
    19. 19. SERVICE MARKETING MIX OF CAFÉ COFFEE DAY PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESS PEOPLE
    20. 20. PEOPLE • Dressed in a particular uniform • Soft spoken, friendly behaviour • Customer Engagement Activities – Special Offers on Occasions (Birthday, Valentine day, Friendship day etc.) – Online Contests – Happy Hours
    21. 21. SERVICE MARKETING MIX OF CAFÉ COFFEE DAY PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESSPROCESS
    22. 22. PROCESS • People Processing Services • Self Service Counter for Café Coffee Day outlets • Assisted by the attendee or the brew master in Lounge and Square
    23. 23. Low High High PHYSICALELEMENT INTANGIABLE ELEMENTS VALUE CREATION
    24. 24. BLUEPRINT FOR SERVICE DELIVERY
    25. 25. CHARACTERISTICS OF SERVICES • Intangibility – Experience – Taste of Coffee • Inseparability – Service provided • Perishability – Availability of tables • Heterogeneity – Ambience of different outlets
    26. 26. POSITIONING STRATEGY • POSITIONING OF DIFFERENT OUTLET Café Coffee Day • Coffee lovers • Youth • A place for Hang out The Lounge • Premium Cafe The Square • Exclusive for Coffee lover
    27. 27. • Target group - Coffee Lover and mainly the youths • Repositioning – Changing the logo to a ‘Dialogue Box’ - with the words Café Coffee Day, symbolizes a perfect place to ‘relax and dialogue’ – Tagline : a lot does happen over coffee!! New Logo
    28. 28. FOCUS STRATEGY ANALYSIS Service focused • Café Coffee Day Premium Cafes (Lounges) Unfocused • CCD cafe outlets Fully focused • Café Coffee Day Square – an exclusive coffee bar Market focused • CCD Xpress (Kiosk) WideNarrow Many Few Service Offerings No.ofMarketServed
    29. 29. TARGET AUDIENCE • Majority within the age group of 20 to 30 which accounts for 57% • The group comprises of mainly college going students and young working professionals 34% 57% 7%2% Below 20 21 - 30 31 - 40 40 above Number of Respondent - 82
    30. 30. SEX RATIO & MARITAL STATUS • There is a definite skew towards singles: 66% singles, 27% married & 7% others. 27% 66% 7% Married Single others Number of Respondent - 82
    31. 31. EVALUATION OF COMPETITION 90% 5% 5% Coffee Shop Preference Café Coffee Day Barista Other Major Coffee Outlets in Kolkata • Café Coffee Day • Barista • Other • Café 360 • Costa café • Indian Coffee House Number of Respondent - 82
    32. 32. FACTORS SELECTING A COFFEE SHOP • Quality of services • Item on the menu Number of Respondent - 82
    33. 33. • Pricing • Location Number of Respondent - 82
    34. 34. • Services • Offers Number of Respondent - 82
    35. 35. ANY QUESTIONS ?

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