This document is a marketing project report on a study of customer perception and attitudes towards retail coffee chains Café Coffee Day and Barista in Delhi. It includes an introduction to the two companies, research objectives, methodology involving a survey of 50 people, data analysis showing Café Coffee Day is preferred, SWOT analyses of each chain, and a conclusion that both chains can improve through partnerships while Barista has a stronger brand image and Café Coffee Day offers better value.

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