48428841 coffee-shops

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48428841 coffee-shops

  1. 1. Research Project on Launch of Café shop Presented by: ‡Suketu Bhatt ‡Shishira Hegde ‡Priyanka Mhatre ‡Vaibhav S Presented To: Prof. Parag M. Mahulikar
  2. 2. Flow of the Presentation ‡ Introduction ‡ Growth of Industry in India ‡ Major Players in India ‡ Objective ‡ Methodology ‡ Sample design and sample size ‡ Limitation ‡ Research finding and analysis ‡ Recommendation
  3. 3. Annexure ‡ Annexure 1- TOMA ± Annexure 1.1-Consumption and ordering pattern ± Annexure 1.2-Fequently visit of consumer in Coffee Shop ‡ Annexure 2- Opportunity Matrix ‡ Annexure 3- Demographics related analysis ± ± ± ± Annexure 3.1-TOMA with Gender Annexure 3.2-TOMA with Age Group Annexure 3.3-TOMA with Occupation Annexure 3.4-TOMA with Income ‡ Annexure 4- Spending behavior ± Annexure 4.1-General Category ± Annexure 4.2-Occupation Category ‡ Annexure 5- Preferences of coffee shop ‡ Annexure 6- Deciding factors for visit
  4. 4. Introduction ‡ Café industry is currently one of the biggest and fastest growing sector. ‡ Industry consist of: ± Individual Café ± Hotel Café ± Retail Café
  5. 5. Growth of Café industry in India ‡ Coffee- first seat in South India. ‡ In order to spread, coffee house emerged at various place. Served in places for lawyers and the educated class to hold discussions. ‡ Raayars mess, Chennai established in 1940, oldest coffee houses in South India which servers first class filter coffee. ‡ Five star hotel started opening coffee shops which carted high end customers. The drink has now become more of a concept than merely a drink
  6. 6. Contd͙. ‡ Over a decade number of café owners tried to westernize the taste of coffee in contrast to the filter coffee. ‡ Large retail chain like Barista, Café coffee Day etc. opened, concept is not merely selling coffee but about developing the national brand. ‡ Coffee Market in India: ± Branded coffee 53% ± Unbranded 40% ± Café 7%
  7. 7. Major Players of the Café Industry in India ‡ Café Coffee Day- CCD pioneered the café concept in India in 1996. The largest cafe retail chain in India, with 1000 cafes in 141 cities and many in its base, Bangalore ‡ Barista- Established in India in 1999. The chain has 200 stores in India ‡ Mocha- Opened in Mumbai in 2001. 20 units out of which 12 are franchised. ‡ Costa Coffee- UK based café chain, entered in India in 2005. Around 36 stores in India.
  8. 8. Objective ‡ Main Objective Feasibility analysis for the launch of new coffee shop ‡ Sub-Objective Customer perception about the coffee. Relative market share of existing coffee shop. To understand customer consumption pattern of the coffee. Ordering pattern at coffee shop. Opportunity matrix. Customer feedback and recommendation for positioning of the new brand.
  9. 9. Methodology ‡ The methods used for data collection were primary as well as secondary. ‡ Primary Data collection ± Quantitative analysis- Stratified Random Sampling from different age groups and different occupation. ‡ Secondary Data collection- Websites and even articles from newspapers available on the internet. ‡ The research design that was followed was of Exploratory and Descriptive Research.
  10. 10. Sample Design and Sample Size ‡ Sample Size: Quantitative data collected through survey varied from ± Different Income Group ± Different Age Group ± Different Occupation ‡ Sample Size: 150 was drawn on the basis of those who avail the services of coffee shops. ‡ All the respondents are from Mumbai.
  11. 11. Limitation ‡ The survey done on the consumers are only from Mumbai, so the report does not show the preferences of the consumers all through out India. ‡ Findings of the data is restricted mostly to Central and Harbor Mumbai.
  12. 12. Research Findings and Analysis 1. TOMA (Annexure 1) Coffee Shop Percent CCD 55.7 barista 30.9 Costa Coffee 10.1 others 3.4 Total 100.0
  13. 13. ‡ Annexure 1.1 Consumption Pattern Consumption Percent 2-3 times 50.0 0-1 times 49.3 4-5 times .7 Ordering Pattern Total 100.0 Percent Frequency coffee 136 90.7 cold drink/ milk shakes/ iced tea 7 4.7 snacks 4 2.7 tea 1 .7 others 1 .7 149 99.3 1 .7 150 100.0 Total Missi System ng Total
  14. 14. ‡ Annexure 1.2 Visit Percent Frequency once in a month 40 26.7 39 26.0 38 25.3 29 19.3 4 2.7 150 100.0 fortnightly 2-3 times in a week once in a week never Total
  15. 15. 2. OPPORTUNITY MATRIX (Annexure 2) Opportunity matrix I+(I-S) Offers 4.2199 Customer Service 3.2 4.2267 3.6201 4.2733 3.8733 Price Quality 4.44 5.2334 3.7467 4.1867 Fragrance Variety Ambience Availability Overall Service Location
  16. 16. Opportunity Matrix Parameter Offers Customer Service Price Quality Importance Satisfaction 3.2 3.7667 3.68 4.5267 3.98 Fragrance Variety Ambience Availability Overall Service Location 3.68 4.08 3.7 3.6067 3.9333 I-S Opportunity Lost matrix I+(I-S)) 3.4467 0 3.2 3.3067 0.46 4.2267 3.0867 0.5933 4.2733 3.82 0.7067 5.2334 3.7733 0.2067 4.1867 3.6133 0.0667 3.7467 3.72 0.36 4.44 3.5267 0.1733 3.8733 3.5933 0.0134 3.6201 3.6467 0.2866 4.2199
  17. 17. 3. DEMOGRAPHICS RELATED ANALYSIS ‡ Gender (Annexure 3.1)
  18. 18. ‡ Annexure 3.1 Gender Male CCD Count % within which brand name you recollect when we say Coffee Shop barista Count % within which brand name you recollect when we say Coffee Shop Costa Coffee Count % within which brand name you recollect when we say Coffee Shop others Count % within which brand name you recollect when we say Coffee Shop Total Female 45 38 83 54.2% 45.8% 100.0% 11 35 46 23.9% 76.1% 100.0% 15 0 15 100.0% .0% 100.0% 2 3 5 40.0% 60.0% 100.0%
  19. 19. ‡ TOMA with age group (Annexure 3.2)
  20. 20. ‡ Annexure 3.2 Age less than 18 CCD Count % of Total barista Count % of Total Costa Coffee Count % of Total others Count % of Total 18-25 26-35 36-45 45 and above 4 48 25 5 1 2.7% 32.2% 16.8% 3.4% .7% 3 25 18 0 0 2.0% 16.8% 12.1% .0% .0% 0 15 0 0 0 .0% 10.1% .0% .0% .0% 0 0 3 1 1 .0% .0% 2.0% .7% .7%
  21. 21. ‡ TOMA with Occupation (Annexure 3.3)
  22. 22. ‡ Annexure 3.2 Profession Professional Housewife s Business Student CCD Count % of Total barista Count % of Total Costa Coffee Count % of Total others Count % of Total Unemploye d Service 6 2 15 12 47 1 4.0% 1.3% 10.1% 8.1% 31.5% .7% 6 3 6 8 23 0 4.0% 2.0% 4.0% 5.4% 15.4% .0% 0 0 0 5 10 0 .0% .0% .0% 3.4% 6.7% .0% 0 1 2 0 2 0 .0% .7% 1.3% .0% 1.3% .0%
  23. 23. ‡ TOMA with Income Group (Annexure 3.4)
  24. 24. ‡ Annexure 3.4 Monthly income 10,000-25,000 25,000-45,000 45,000-60,000 CCD Count % of Total barista Count % of Total Costa Coffee Count % of Total others Count % of Total more then 60,000 13 28 17 25 8.7% 18.8% 11.4% 16.8% 8 11 14 13 5.4% 7.4% 9.4% 8.7% 4 11 0 0 2.7% 7.4% .0% .0% 3 0 1 1 2.0% .0% .7% .7%
  25. 25. 4. SPENDING BEHAVIOUR ‡ General category (Annexure 4.1) Frequency Valid Percent 0-100 37 24.7 56 37.3 46 30.7 11 7.3 150 100.0 100-200 200-300 300+ Total
  26. 26. ‡ Occupation category (Annexure 4.2) How much do you spend 0-100 100-200 200-300 300+ Percentag e (%) Total 0 1 0 0 1 0.67 Service 22 36 16 8 82 54.67 Business 0 3 20 2 25 16.67 15 3 5 1 24 16 Housewife 0 5 1 0 6 4 Student 0 8 4 0 12 8 37 56 46 11 150 Profession Unemployed Count Professionals Total
  27. 27. 5. Preference of Coffee Shop (Annexure 5) Percent Frequency Valid CCD Barista Mocha Costa Coffee others Total Missing Total System 66 44.0 24 16.0 4 2.7 9 6.0 2 1.3 105 70.0 45 30.0 150 100.0
  28. 28. 6. Criteria that affects the choice (Annexure 6) Percent Frequency Valid Environment Price Quality Service Total Missing Total System 65 43.3 40 26.7 35 23.3 8 5.3 148 98.7 2 1.3 150 100.0
  29. 29. Recommendation ‡ Ambience and Quality are the key parameter that affect the choice of Coffee Shop. Where Ambience accounts for 4.33 and Quality accounts for 5.23 (Annexure 6). ‡ Most of the consumers only order coffee while they visit coffee shops, so awareness to be made about other beverages and snacks.(Annexure 1.1) ‡ Availability of snacks. ‡ Right mix of advertisement. ‡ Introduction of ͞Happy Hours͟ and privileged cards for regular customers. ‡ Tie-ups with companies for offers on bulk orders on vouchers. (Annexure 4.2)
  30. 30. THANK YOU!!!!

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