Description
India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd, Pioneer of the café culture and the first to launch the ‘coffee bar’ concept in India
SERVICE MARKETING
PROJECT ON
CAFÉ COFFEE DAY
Group 3
Name Enrollment No.
Ayesha Erum 10111132
Nabanita Ghosh 10111110
Nilanka Ghosh 10111146
Sayon Biswas 10111006
Paulomi Dasgupta 10111046
Rajib Biswas 10111017
Sanghati Banerjee 10111061
ABOUT CAFÉ COFFEE DAY
• India's largest coffee conglomerate, Amalgamated
Bean Coffee Trading Company Ltd.
• Pioneer of the café culture and the first to launch the
‘coffee bar’ concept in India
• Currently it has around 1534 outlets across 28 states
in India
• Presence in international cities like Karachi, Vienna,
Dubai and Prague
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PRODUCT
SERVICE PRODUCT
• Core Product
• Experience
• Supplementary services
• Ambience
• Delivery
• Hospitality (Lounge &
Square)
• Price of the product
SERVICE FLOWER
Facilitating Services
• Information
- Menu
- Website
• Payment
- Credit Card
- Cash
- Privilege Card
• Billing
• Order Taking
- Self Service
- Assisted by the
attendee
Information
Payment
Billing
Order –taking
SERVICE FLOWER
Enhancing Services
• Consultation
- Assistance
• Hospitality
- Food & Beverage
- Music
- Wi-Fi
- Washrooms
• Safekeeping
- Credit Card Security
- Parking
• Expectations
- Happy Hours
- Privilege Cards
Safekeeping
Hospitality
Expectations
Consultation
PRODUCT PORTFOLIO
Food and Beverage Non Food Items B2B
Food Beverage
Deserts Coffee
Coffee Powder
Bulk/ Corporate
Orders
Snacks Tea
Coffee Machine Catering
Services
Cakes Chocolate Shakes
Cups & Mugs Coffee Vending
Machines
Sundaes Frappe
Chocolate and
cookies
Advertising
Space
Heavy Foods
(in Lounges)
Fruit Shakes &
Lemonades
Apparel &
Accessories
Gift Cards &
Vouchers
Product Mix Width
Product
Line Length
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PRICE
PRICING STRATEGY
• LOCATION PRICING
– On the basis of outlets
• 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
PRICING STRATEGY
• 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
• VALUE BASED PRICING
– Providing different variants in
terms of prices by altering the
quantity to give a sense of
affordability
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PLACE
• Location – Shopping malls, Market places, Office
areas(IT sector), near School & Colleges
• Types of Stores
Café Coffee Day The Lounge The Square
PLACE
Café Coffee Day Store
Coffee parlors where people can enjoy
the coffee have eatables and hangout
with friends
Café Coffee Day Square
A unique Café where variety of single
origin coffee brews from coffee-
growing countries are available
Café Coffee Day Lounge
Premium café from Café coffee
day target selected group
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PROMOTION
• Started TVC and Print campaign at the end of 2012
• Target Audience – Age group between 17 – 35
• Co Branding in Movie and TV serials
• Sales Promotion Activities
– Combo Deal
– Happy Hours
– Privilege cards
– Redeemable coupons
PROMOTION
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PHYSICAL EVIDENCE
PHYSICAL EVIDENCE
• Ambience
– Different ambience the look
and feel for different outlets
• Shop Colour
– Violet for Café coffee day shops
– Sea green for Lounge
– Brown for Square
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PEOPLE
PEOPLE
• Dressed in a particular uniform
• Soft spoken, friendly behaviour
• Customer Engagement Activities
– Special Offers on Occasions
(Birthday, Valentine day, Friendship day etc.)
– Online Contests
– Happy Hours
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS PROCESS
PROCESS
• People Processing Services
• Self Service Counter for Café Coffee Day outlets
• Assisted by the attendee or the brew master in
Lounge and Square
Low
High
High
P
H
Y
S
I
C
A
L
E
L
E
M
E
N
T
INTANGIABLE ELEMENTS
VALUE CREATION
BLUEPRINT FOR SERVICE DELIVERY
CHARACTERISTICS OF SERVICES
• Intangibility
– Experience
– Taste of Coffee
• Inseparability
– Service provided
• Perishability
– Availability of tables
• Heterogeneity
– Ambience of different
outlets
POSITIONING STRATEGY
• POSITIONING OF DIFFERENT OUTLET
Café Coffee
Day
• Coffee lovers
• Youth
• A place for
Hang out
The Lounge
• Premium
Cafe
The Square
• Exclusive for
Coffee lover
• Target group - Coffee Lover and mainly the youths
• Repositioning
– Changing the logo to a ‘Dialogue Box’ - with the
words Café Coffee Day, symbolizes a perfect place
to ‘relax and dialogue’
– Tagline : a lot does happen over coffee!!
New Logo
FOCUS STRATEGY ANALYSIS
Service focused
• Café Coffee Day
Premium Cafes
(Lounges)
Unfocused
• CCD cafe outlets
Fully focused
• Café Coffee Day
Square – an exclusive
coffee bar
Market focused
• CCD Xpress (Kiosk)
Wide Narrow
Many
Few
Service Offerings
N
o
.
o
f
M
a
r
k
e
t
S
e
r
v
e
d
TARGET AUDIENCE
• Majority within the age group of 20 to 30 which
accounts for 57%
• The group comprises of mainly college going
students and young working professionals
34%
57%
7%
2%
Below 20
21 - 30
31 - 40
40 above
Number of Respondent - 82
SEX RATIO & MARITAL STATUS
• There is a definite skew towards singles: 66% singles,
27% married & 7% others.
27%
66%
7%
Married Single others
Number of Respondent - 82
EVALUATION OF COMPETITION
90%
5%
5%
Coffee Shop Preference
Café Coffee Day
Barista
Other
Major Coffee
Outlets in Kolkata
• Café Coffee Day
• Barista
• Other
• Café 360
• Costa café
• Indian Coffee
House
Number of Respondent - 82
FACTORS SELECTING A COFFEE SHOP
• Quality of services
• Item on the menu
Number of Respondent - 82
• Pricing
• Location
Number of Respondent - 82
• Services
• Offers
Number of Respondent - 82
ANY QUESTIONS
?
doc_939934012.pptx
India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd, Pioneer of the café culture and the first to launch the ‘coffee bar’ concept in India
SERVICE MARKETING
PROJECT ON
CAFÉ COFFEE DAY
Group 3
Name Enrollment No.
Ayesha Erum 10111132
Nabanita Ghosh 10111110
Nilanka Ghosh 10111146
Sayon Biswas 10111006
Paulomi Dasgupta 10111046
Rajib Biswas 10111017
Sanghati Banerjee 10111061
ABOUT CAFÉ COFFEE DAY
• India's largest coffee conglomerate, Amalgamated
Bean Coffee Trading Company Ltd.
• Pioneer of the café culture and the first to launch the
‘coffee bar’ concept in India
• Currently it has around 1534 outlets across 28 states
in India
• Presence in international cities like Karachi, Vienna,
Dubai and Prague
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PRODUCT
SERVICE PRODUCT
• Core Product
• Experience
• Supplementary services
• Ambience
• Delivery
• Hospitality (Lounge &
Square)
• Price of the product
SERVICE FLOWER
Facilitating Services
• Information
- Menu
- Website
• Payment
- Credit Card
- Cash
- Privilege Card
• Billing
• Order Taking
- Self Service
- Assisted by the
attendee
Information
Payment
Billing
Order –taking
SERVICE FLOWER
Enhancing Services
• Consultation
- Assistance
• Hospitality
- Food & Beverage
- Music
- Wi-Fi
- Washrooms
• Safekeeping
- Credit Card Security
- Parking
• Expectations
- Happy Hours
- Privilege Cards
Safekeeping
Hospitality
Expectations
Consultation
PRODUCT PORTFOLIO
Food and Beverage Non Food Items B2B
Food Beverage
Deserts Coffee
Coffee Powder
Bulk/ Corporate
Orders
Snacks Tea
Coffee Machine Catering
Services
Cakes Chocolate Shakes
Cups & Mugs Coffee Vending
Machines
Sundaes Frappe
Chocolate and
cookies
Advertising
Space
Heavy Foods
(in Lounges)
Fruit Shakes &
Lemonades
Apparel &
Accessories
Gift Cards &
Vouchers
Product Mix Width
Product
Line Length
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PRICE
PRICING STRATEGY
• LOCATION PRICING
– On the basis of outlets
• 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
PRICING STRATEGY
• 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
• VALUE BASED PRICING
– Providing different variants in
terms of prices by altering the
quantity to give a sense of
affordability
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PLACE
• Location – Shopping malls, Market places, Office
areas(IT sector), near School & Colleges
• Types of Stores
Café Coffee Day The Lounge The Square
PLACE
Café Coffee Day Store
Coffee parlors where people can enjoy
the coffee have eatables and hangout
with friends
Café Coffee Day Square
A unique Café where variety of single
origin coffee brews from coffee-
growing countries are available
Café Coffee Day Lounge
Premium café from Café coffee
day target selected group
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PROMOTION
• Started TVC and Print campaign at the end of 2012
• Target Audience – Age group between 17 – 35
• Co Branding in Movie and TV serials
• Sales Promotion Activities
– Combo Deal
– Happy Hours
– Privilege cards
– Redeemable coupons
PROMOTION
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PHYSICAL EVIDENCE
PHYSICAL EVIDENCE
• Ambience
– Different ambience the look
and feel for different outlets
• Shop Colour
– Violet for Café coffee day shops
– Sea green for Lounge
– Brown for Square
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PEOPLE
PEOPLE
• Dressed in a particular uniform
• Soft spoken, friendly behaviour
• Customer Engagement Activities
– Special Offers on Occasions
(Birthday, Valentine day, Friendship day etc.)
– Online Contests
– Happy Hours
SERVICE MARKETING MIX OF CAFÉ
COFFEE DAY
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDENCE
PEOPLE
PROCESS PROCESS
PROCESS
• People Processing Services
• Self Service Counter for Café Coffee Day outlets
• Assisted by the attendee or the brew master in
Lounge and Square
Low
High
High
P
H
Y
S
I
C
A
L
E
L
E
M
E
N
T
INTANGIABLE ELEMENTS
VALUE CREATION
BLUEPRINT FOR SERVICE DELIVERY
CHARACTERISTICS OF SERVICES
• Intangibility
– Experience
– Taste of Coffee
• Inseparability
– Service provided
• Perishability
– Availability of tables
• Heterogeneity
– Ambience of different
outlets
POSITIONING STRATEGY
• POSITIONING OF DIFFERENT OUTLET
Café Coffee
Day
• Coffee lovers
• Youth
• A place for
Hang out
The Lounge
• Premium
Cafe
The Square
• Exclusive for
Coffee lover
• Target group - Coffee Lover and mainly the youths
• Repositioning
– Changing the logo to a ‘Dialogue Box’ - with the
words Café Coffee Day, symbolizes a perfect place
to ‘relax and dialogue’
– Tagline : a lot does happen over coffee!!
New Logo
FOCUS STRATEGY ANALYSIS
Service focused
• Café Coffee Day
Premium Cafes
(Lounges)
Unfocused
• CCD cafe outlets
Fully focused
• Café Coffee Day
Square – an exclusive
coffee bar
Market focused
• CCD Xpress (Kiosk)
Wide Narrow
Many
Few
Service Offerings
N
o
.
o
f
M
a
r
k
e
t
S
e
r
v
e
d
TARGET AUDIENCE
• Majority within the age group of 20 to 30 which
accounts for 57%
• The group comprises of mainly college going
students and young working professionals
34%
57%
7%
2%
Below 20
21 - 30
31 - 40
40 above
Number of Respondent - 82
SEX RATIO & MARITAL STATUS
• There is a definite skew towards singles: 66% singles,
27% married & 7% others.
27%
66%
7%
Married Single others
Number of Respondent - 82
EVALUATION OF COMPETITION
90%
5%
5%
Coffee Shop Preference
Café Coffee Day
Barista
Other
Major Coffee
Outlets in Kolkata
• Café Coffee Day
• Barista
• Other
• Café 360
• Costa café
• Indian Coffee
House
Number of Respondent - 82
FACTORS SELECTING A COFFEE SHOP
• Quality of services
• Item on the menu
Number of Respondent - 82
• Pricing
• Location
Number of Respondent - 82
• Services
• Offers
Number of Respondent - 82
ANY QUESTIONS
?
doc_939934012.pptx