its a marketing presentation in which my team members had done a comparison between two brands on the basis of personal factors.m

1. PRESENTATION
ON
MARKETING ACTIVITY
PRESENTED BY:
Arun Goel
Ankit Vats
Radhika Goyal

2. COMPARISON BETWEEN
CCD & COSTA
A LOT CAN HAPPEN OVER COFFEE COSTA FOR COFFEE LOVERS

3. INTRODUCTION
The coffee industry in India is very peculiar .
• We are not very fond of coffee, most of us still prefer tea and yet coffee chains from all
over the world are coming to India
• They are catering to almost all income groups .we have cafe coffee day for middle income
groups to Costa which caters to a niche market
• Yet there are subtle clues that differentiate the two
• Eg: cafe coffee day uses a penetrating price policy, this means it tries to sell at the least
possible cost, in order to make profits they need higher sales! 1500 stores and counting
• Where as Costa, being a premium product looks for the price skimming policy, by having
sales but usually higher customer service. Just opened 100th store in india!

4. CULTURAL FACTORS
FACTORS/ SUB- CAFE COFFEE DAY COSTA
FACTORS
Culture, sub-culture and • middle –middle class •Upper-middle class
social class •Students •Business Associates
•Newly employed •High-earning

5. SOCIAL FACTORS
CAFE COFFEE DAY COSTA
FACTORS/SUB_FACTORS
reference groups, family, •Mostly students and •High , upper-middle ,
and social roles and youth foreign / tourist crowd
status •Family and friend-time •Family and friends time
•Very boisterous crowd • special emphasis on
•Heavily populated business friends, kitty
party
•Usually sparsely
populated

6. PERSONAL FACTORS
FACTORS Café coffee day COSTA
•Age, stage in life cycle , • all type of age groups but •all type of age groups but older
occupation , economic youth are most popular group are most popular group
circumstances , lifestyle , •Stages: •Stages:
personality , and self-concept • mostly single and full nest 1 •mostly single and full nest 1
•Occupation : •Occupation :
• students or recently employed •students or recently employed
and family and family
•Middle-Middle class •Middle-middle class
•Very social and western. •Very social and western. few
Culture very few groups with groups with less than 3 people
less than 3 people More mature crowd
•Boisterous crowd

7. PSYCOLOGICAL FACTORS
FACTORS/SUB- Café Coffee day COSTA
FACTORS
Motivation through Motivation through
MOTIVATION , Business associates and
PERCEPTION, LEARNING friends and certain certain products like
AND MEMORY brownie and coffee, veg
products like brownie
pitta.
and coffee To fulfill esteem needs in
To fulfill social and basic addition to social and
basic needs
needs

8. DISCUSSION WITH MANAGER
•COSTA is based on 3 categories:
Cleanliness
Standard of quality
Speed of service
•Written inside the cup:
Beans selected by cino macino.

9. MARKETING ACTIVITY DAY

10. Q1:WHAT TYPE OF PEOPLE COME HERE?
DEMOGRAPHIC
Q 2:what is the currently average age that people come?
Kids ,teenagers and old people.
Q3: SOCIAL GROUP –FRIENDS,OFFICE,KITTY PARTY AND ALONE.
Q4:WHAT THEY ORDER?
Q5:HOW LONG DO THEY STAY?
Q6:ANY SPECIFIC REASON FOR COMING HERE ONLY?
Q7:SUCCESS MANTRA?

11. THANK YOU

12. QUESTION?