Market analysis of bhubaneswar

2. “a lot can
happen over
coffee”

3. FOUNDER OF CCD
V .G . Siddhartha
A man who always talks in
numbers.
His family had been planting
coffee for over 140 years.

4. ABCTCL Co. Ltd
Coffee farm

5. HISTORY OF CCD
 Founded in 1996 by V.G.Siddhartha.
 Had the first café coffee day store in Bangalore.
 Amalgamated Bean Coffee Trading Company (ABCTCL) now
known as Coffee Day Global Ltd.
 Number of employees around 32000.
 Started with coffee and now have more than 100 food/ drink items.
 Number of customers visits all over the world per day – 1.5 million
 Total outlets are 1530 in 29 states of India.
 Expanded to Austria , Dubai, Malaysia & Cairo, Egypt.

6. Café Coffee Day
 Café Coffee Day is an Indian café chain owned by
Amalgamated Bean Coffee Trading Company
(ABCTC).
 ABCTC is a Chikmagalur (Karnataka) based
company which grows coffee in its own estates of
12,000 acres (4249 hectares). It is the largest
producer of arabica beans in Asia exporting to
various countries including USA, Europe and
Japan.
 Café Coffee Day was started as a retail restaurant
arm of ABCTC in 1996.
 The first CCD outlet was set up on July 11, 1996,
at Brigade Road, Bangalore, Karnataka. It rapidly
expanded across various cities in India adding
more stores with more than 1000 cafés open
across the nation by 2011.

7. Industry : Coffee shop Restaurants
Founded : 1996
Founders : V. G. Siddhartha (Founder &
Director)
CEO : Venu Madhav
Number of locations : 1530 shops (Mar. 3, 2015)
Area served : India, Austria, Czech Republic,
Dubai & Karachi.
Products : Coffee, Tea , Pastries,
Frappuccino beverages,
Smoothies
Revenue : US$ 450 million
Number of employees : 5000+
Subsidiaries : Café Emporio
Coffee Day Fresh ‘n Ground
Coffee Day Xpress
Coffee Day Take Away
Coffee Day Exports
Coffee Day Perfect
Coffee Day Beverages
Current
Position

8. MARKETING MIX

9. COFFEE AND TEA
SIZZLERS

10. COMBOS
DESSERTS

11. EATABLES & SNACKS

12. PRICING
 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
 LOCATION PRICING: On the basis of outlets, prices have been positioned
• 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
 VALUE BASED PRICING
• – Providing different variants in terms of prices by altering the
quantity to give a sense of affordability
PRICING

13.  Started TVC and Print campaign at the end of
2012
 Co Branding in Movie and TV serials
 Sales Promotion Activities
– Combo Deal
– Happy Hours
– Privilege cards
– Redeemable coupons
 Through Interactive Media
 Held Contest around a Very Popular Programme
 Tie up lot of youth brands
PROMOTION

14. Apps Wallet Tie-ups

15. PROMOTIONS

16. Social Media Promotion

17. PLACE STRATEGY
• Easy accessibility
• There is a Cafe Coffee Day outlet in every major city in India
and are easily accessible.
• Rural area locations
• Customers in the smaller communities also enjoy good
quality coffee and snacks at affordable costs because the
Cafe has set up outlets in the rural areas in India.
• Distributors
• The coffee produced on the Cafe’s farms, are distributed
through wholesalers and retailers to customers who wish to
use the coffee at home.

18. Who
hangs out at
Coffee Day?
• Research shows that while a part of customers
come for CCD products, a substantial amount
of customers come to “hang out” with friends.
• The café is also the venue for
“business meetings” (23%),
“celebrating special occasions” (20%) or
just plain “hang out” (57%).

19. Café Coffee Day has its main consumer
base in the age group of 16-30 years.
SEGMENTATION
MARKETING STRATEGY

20. TARGETING
• Middle class and upper middle class youth.
• Students, housewives, executives and
youngsters
• People who value a great cup of coffee
• CCD seeks to target not just youth but anyone
who is young at heart
MARKETING STRATEGY

21. POSITIONING
• Third place away from the home and college
or workplace for the young
• Coffee Bar
• Fun place
• Home and workplace
• Medium price brand
MARKETING STRATEGY

22. Key
Target
Audience
• Major chunk of CCD customers falls within the age
group of 20 to 30 which accounts for 57% of the
overall percentage.
• The group comprises of mainly college going
students and young working professionals

23. Competitors
COMPETITION IN BHUBANESHWAR
11 1
1
O

24. Market Share
Of CCD
CCD BARISTA COSTA COFFEE OTHERS
54%
26 %
14 %
6%

25. UNORGANISED SECTOR
CCD
MURLI
CHAIWALA
67%
33%
Market Share
Of CCD

26. SWOT ANALYSIS

27. Strengths
• First-mover advantage
• Largest retail chain of cafes
• Excellent brand name and
visibility
• ISO 9002 certified company
• Quality, service and taste
• Youth oriented brand ( 40%
population )
• Reduction in cost

28. • Lack of individual attention to
loyal customers
• Unavailability of fresh food
• Market penetration of coffee
bars is 5%
• Wrong site location
Weakness

29. • Fastest growing industries in
Asia
• Merchandising
• Tie-Ups with other companies
for promotion
• Cheaper varieties of coffee
• Tapping small market
Opportunity

30. • Competition with Barista,
Mochas, Gloria Jeans, Costa
Coffee & Starbucks
• Presence of other ‘Hangout’
locations
• Unorganized market
• Dependent on government
commodity rates
Threat

31. FIELD SURVEY ANALYSIS

32. Our Survey

33. • Quality of services
• Item on the menu

34. • Pricing
• Location

35. • Services
• Offers

36. Complaints
• Non-availability of all the items in
the menu
• Overcrowded on weekends
• Non-availability of Wi-Fi
• Limited parking area
• Poor quality in food items
• Less payment options

37. • Cultivating a cult following for coffee
affection
• Custom made orders
• More variety in food
• Healthier options in food
• Train staff to strike a personal cord of
regular customers
• Availability of all items on menu all the
time
• Screening of key sports events – IPL,
EPL etc
• Track Complains
Suggestions