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ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY
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ANALYSIS OF MARKETING STRATEGIES : BARISTA VS CAFE COFFEE DAY

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The presentation compares and interprets the marketing strategies of two popular and well known cafes- Barista and Cafe Coffee Day

The presentation compares and interprets the marketing strategies of two popular and well known cafes- Barista and Cafe Coffee Day

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  • 1. MARKETING PROJECT REPORT “Customer Perception and Attitude towards retail coffee chains – a study in Delhi, w.r.t Barista, CCD” MADE BY: SAHIBA KHURANA 6875
  • 2. Acknowledgement I would like to express my deepest and sincere thanks to my faculty guide MS. PRATIBHA VERMA, for her invaluable guidance and help. The project could not be complete without her support and guidance.
  • 3. •INTRODUCTION •COMPANY PROFILE: CAFÉ COFFEE DAY BARISTA •RESEARCH OBJECTIVE •RESEARCH METHODOLOGY •SAMPLE QUESTIONNAIRE •DATA ANALYSIS •SWOT ANALYSIS-CAFÉ COFFEE DAY •SWOT ANALYSIS- BARISTA •COMPARISON •CONCLUSION CONTENTS
  • 4. INTRODUCTION  In India CAFÉ COFFEE DAY and BARISTA are the most popular and well-known cafés.  These companies sell similar product but their positioning and target audience are very different from each other.  These players not only sell coffee and tea but also food and other merchandise items.  Despite of serving to different audience, these players compete with themselves . Each coffee chain fights for its own share of market.
  • 5. COMPANY PROFILE- CAFÉ COFFEE DAY  Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its first café at Brigade Road in Bangalore.  From a handful of cafés in six cites in the first 5 years, CCD has become India’s largest and premier retail chain of cafes with 498 cafes in 85 cities around the country.
  • 6.  CCD has ventured into the following formats:  Music Cafés  Book Cafés  Lounge cafés  Garden cafes  Cyber cafes  Mission statement “To be the best café chain in the world by offering a world class coffee experience at affordable prices”.
  • 7. COMPANY PROFILE: BARISTA  Barista Coffee is a chain of espresso bars in India. Headquartered in Delhi, Barista currently has espresso bars across India, Sri Lanka and the Middle East.  Barista at present has over 170 Espresso Bars and 7 Barista Crèmes in over 29 locations.  Barista focuses on themes and avenues that complement coffee such as music, books and art.  Barista has tied–up with brands such as Planet M and Corner Book Store to open espresso corners in these stores.
  • 8. RESEARCH OBJECTIVE “Customer Perception and Attitude towards retail coffee chains – a study in Delhi, w.r.t Barista, CCD”
  • 9. RESEARCH METHODOLOGY This project is a survey project. In this project first the secondary data will be collected through websites, magazines and journals. Based on this information a questionnaire will be designed for the target respondents. The primary data collected through this fieldwork will be analyzed and used to generate results.
  • 10. Survey  Sample size: 50  Sample unit: People who visit coffee houses in Delhi  Area of survey: Delhi
  • 11. SAMPLE QUESTIONNAIRE • Name : Tick the appropriate: • Age Group : 15-20 20-25 25-30 30-35 35-40 40 & above • Preferred Coffee Chain : CCD- Barista- • Choice based on : Ambience- Price- Quality- Side menu- Any Other- • Reason for visiting the coffee house: Refreshment- Get Together- Dating- Work-
  • 12. DATA ANALYSIS (BASED ON THE SURVEY) 0 5 10 15 20 25 30 35 CAFÉ COFFEE DAY BARISTA No. of people No. of…
  • 13. SWOT ANALYSIS- CAFÉ COFFEE DAY  STRENGHTS: Value for money proposition Strong youth orientation High quality products  WEAKNESS: Lack of human resource Weak brand image Ambience and decor  OPPORTUNITY: Large untapped market Tie ups with other companies for promotion  THREAT: Entry of foreign players like Starbucks Large unorganised market
  • 14. SWOT ANALYSIS: BARISTA  STRENGHTS: Strong brand image Excellent human resource Ambience and décor  WEAKNESS: Average taste and quality Perceived as expensive brand  OPPORTUNITY: Large untapped market Tie ups with other companies for promotion  THREAT: Entry of foreign players like Starbucks Large unorganised market
  • 15. Comparison in the Marketing Strategies CRITERION CAFÉ COFFEE DAY BARISTA PRODUCT WIDE VARIETY OF PRODUCTS WIDE VARIETY OF PRODUCTS PRICE VALUE FOR MONEY PROPOSITION HIGHER THAN CCD OUTLETS ALL OVER INDIA (IN METRO CITIES) ALL OVER INDIA(IN METRO CITIES), LACK OF OUTLETS IN B- CLASS AREAS AMBIENCE AND DECOR NEEDS IMPROVEMENT GOOD PROMOTIONAL STRATEGIES •TIE UPS •SMART CARD OPTION •OTHER PRODUCTS LIKE CAPS, MUGS FOR •TIE UPS •OTHER PRODUCTS LIKE MUGS, T-SHIRTS ETC. FOR SALE
  • 16. CONCLUSION  CCD and Barista have emerged as strong coffee brands. Barista has a stronger brand image.  CCD has incorporated value for money proposition whereas Barista has not.  Both the coffee chains can look for ties ups with other companies for promotion.
  • 17. THANK YOU

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