A survey was conducted, consisting of a sample of randomly selected people, in the agegroup of 18-25. This survey aims to find out how Barista and Café Coffee Day’s targetmarket, rate their products and services.
The Graph – 1 shows which coffee shop the respondents usually preferred to visit.Although this is not a true indicator of market share, it gives us some idea or thecloseness in which both companies operate. They both received an equal preference inthe survey, with 50% of the respondents choosing Barista and the remaining 50%choosing Café Coffee Day, indicating there is no clear winner in terms of actual visits tothe outlets.This can be analyzed in relation to the comparative rating respondents give both outlets,to help us identify which areas both the chains are doing well in, where they need toimprove and where the opportunity for growth exists.
The Graph -2 indicates how often the respondents visited a coffee shop. Considering theage- group for the sample, it’s quite evident that they have enough free time to visit cafésregularly. Out of those surveyed, 50% said they visited a coffee shop 2-3 times a week,and 30% visited a coffee shop 2-3 times a month. This is great opportunity for Baristaand Café Coffee Day to attract regulars with loyalty programs.
The values of Graph - 3 illustrate how much money the respondents usually spend atcoffee shops. While the majority of respondents spent between Rs. 25 & Rs. 75 on a50single visit to an outlet, a high percentage also spent between Rs. 75 & Rs. 125. Animportant point to note here however is that a majority of the people who were in the Rs.75 & Rs. 125 bracket were Barista customers.
When asked about the most important factor that contributed to their choice of coffeecafé, an equal number (40%) of respondents selected the taste of coffee/ food and theambience/ experience. Only 20% of them choose value for money as their most importantfactor. This would indicate a clear shift of consumer focus from price factors to servicefactors.
Both cafés have certain areas where they have been consistently performing well. Theseare essentially the strengths of the brand, and Barista & Café Coffee Day need tocapitalize on these strengths to increase their market share and brand loyalty
Barista has an extremely strong brand image, but they need to work hard onimproving their customer perception of being and expensive brand. Barista andCafé Coffee Day have almost identical pricing, but Barista is still perceived as themore expensive brand.That’s why my first recommendation for Barista is, to carry out a promotioncampaign to ensure that their target market is well aware of their current lowprices. This would help change customer perception and turn Barista into anaffordable brand.
Marketing Mix wrt CCD & Barista.
MARKETING MIX OF CAFÉ COFFEE DAY AND BARISTA
GROUP MEMBER’S ROLL NO.Sneha Parab 3036Varsha Sadafule 3041Prachi Shigam 3050Prachi Shinde 3052Rashmi Bhanage 3004
TABLE OF CONTENTBarista Vs. Café coffee Day-Comparative Study.
Comparative Analysis- Café Coffee Day and Barista Vs.
Comparative Analysis-Café Coffee Day and BaristaWith the help of CUSTOMERSURVEY
ANALYSIS OF THE SURVEY Preference ofCOFFEE SHOPS: 50% 50% CCD Barista Graph – 1
– “I go to Barista when I want to enjoy the rich flavored coffee and the temptingdesserts”Aman Jinwal – “Barista is for older people whereas CCD is for Rockers.”Gargi Keluskar – “CCD is more cozy while Barista has this formal atmosphere”Sushant Gawali– CCD’s sandwiches sucks!!!Nikhil kurle – “Barista is way to expensive to me”Yogiraj kukarni
ANALYSIS OF THE SURVEYFREQUENCY of visit: 20% 2-3 times a week 50% 2-3 times a month not often 30% Graph – 02
ANALYSIS OF THE SURVEYSPENDING Habits: 10% 25-75 50% 75-125[Barista] 40% over 125 Graph – 3
ANALYSIS OF THE SURVEY DECIDING Factor: 20% Ambience/Experienc e 40% Taste of Coffee /Food Value for money 40% Graph – 04
Areas ofEXCELLENCE1. Strong BRAND Image.2. Excellent HUMAN Resource.3. AMBIENCE & Décor.4. Strong BASE for EXPANSION & GROWTH.
Areas ofEXCELLENCE1. Highly RATED Taste & Quality of PRODUCTS.2. Value for MONEY PROPOSITION.3. Strong YOUTH ORIENTATION.
Areas Needing Improvemento Average taste & quality of products.o Perceived as an expensive brand.
Areas Needing Improvemento Weak brand image.o Inefficient human resources.o Ambience & Décor.
RECOMMENDATION & SUGGESTIONSo Customers perception of being and expensive brand.o To carry out a promotion campaign to ensure that their target market is well aware of their current low prices.
RECOMMENDATION & SUGGESTIONSo Certain areas where their brand needs to be much stronger.o Clean up the décor at every outlet, wherever unnecessary advo Café Coffee Day would do better to provide promotional space for its partners with the use of clever collaborations, and not printed advertisements and posterso Customers are not happy with the behavior and service of the staff, and Café Coffee Day is lagging far behind Barista is this aspect.
BIBLIOGRAPHYBooks, Newspapers, Magazines:• Philip Kotler, “Marketing Management”, 11th Edition• Business Line• Business todayWebsites• www.cafecoffeeday.com - Search engines• www.barista.co.in- Search engines• www.google.com- Search engines• www.scribd.com-search engines