A PROJECT REPORT ON CONSUMER PERCEPTION & SALES PROMOTION IN REGARD TO CAFE COFFEE DAY NEW DELHI

A Major Project Report

CAFE COFFEE DAY

Submitted in partial fulfillment of the requirements for BBA (Banking & Insurance) Semester VI Programme of G.G.S.Indraprastha University, Delhi. Submitted by: ASHWANI SAIN BBA (Banking & Insurance) Semester VI Enrl. No: 0841241808

Delhi Institute OF Rural Development

Nangli Poona Delhi - 110036

DECLARATION

I hereby declare that the major project report, entitled CONSUMER PERCEPTION & SALES PROMOTION IN REGARD TO CAFE COFFEE DAY NEW DELHI, is based on my original study and has not been submitted earlier for award of any degree or diploma to any institute or university.

The work of other author(s), wherever used, has been acknowledged at appropriate place(s).

Place: New Delhi Date: 31st March 2011

Candidates Signature Name: Ashwani Sain Enrol. No. : 0841241808

Countersigned

Name: Ms. Manisha Sethi Supervisor Delhi Institute of Rural Development

Name: Dr. A.K. Chaudhary Director Delhi Institute of Rural Development

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ACKNOWLEDGEMENT

With profound sense of gratitude and regard, I express my sincere thanks to my guide and mentor Ms. Manisha Sethi for her valuable guidance and the confidence she instilled in me, that helped me in the successful completion of this project report. Without her help, this project would have been a distant affair.

Her thorough understanding of the subject and the professional guidance is indeed of immense help to me.

Ashwani Sain

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ECUTIVE SUMMARY

The project aims towards accomplishing the objective of a comprehensive study of customer perception about Caf Coffee Day and the sales promotion strategy of Caf Coffee Day, New Delhi. A customer understanding is the primary goal; organization exists for no other reasons than to meet customer needs and expectations. It is important to develop proactive methods for understanding the customer needs and expectations. Other wise, a long queue of competitors is lined up to grab the opportunities to move ahead. This topic has been chosen to explore consumer satisfaction towards the products and services of Caf Coffee Day and also to analyze the sales promotion strategy of Caf Coffee Day in New Delhi Market. Caf Coffee Day (CCD) pioneered the caf concept in India in 1996 by opening its first caf at Brigade Road in Bangalore. Till about the late 1990s coffee drinking in India was restricted to the intellectual, the South Indian traditionalist and the five star coffee shop visitor. As the pure (as opposed to instant coffee) coffee caf culture in neighboring international markets grew, the need for a relaxed and fun hangout for the emerging urban youth in the country was clearly seen. The cafe chain has had much success riding, and to some extent creating, the cafe culture wave that swept across metropolitan India following strong economic growth resulting in an increase in youth spending power. It has even tied up with WorldSpace and Microsense to enable its cafes with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle Road, Bangalore. Caf Coffee Day sources coffee from 10000 acres (40 km) of coffee estates, the second largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one of Indias leading coffee exporters, with clients across the USA, Middle East, Europe and Japan. For a brand to stand out and be successful there has to be a personal commitment from staff at all levels. The target customers must identify with it. It should be vibrant and have a life of its own. Caf Coffee Day got a high rating in the market survey,

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for the Taste & Quality of their products. If they work on this aspect, there is huge potential for them to attract customers, just based on the taste and quality of products.

TABLE OF CONTENTS
CHAPTER
CHAPTER - 1

TOPIC INTRODUCTION

PAGE NO. 1-3

1

1.1 Overview of Industry as a whole

CHAPTER-2
2.2 Research Design 2.3 Data Sources

RESEARCH METHODOLOGY

4-9

2.1 Research Objective

2.3.1 Primary Data 2.3.2 Secondary Data 2.4 Questionnaire Design/Formulation 2.5 Sample Design 2.6 Limitation of the Research

CHAPTER 3

COMPANY PROFILE

10-46

3.1 Profile of the Organization 3.2 Problems of the Organization 3.3 Competition Information 3.4 Conceptual Discussion 3.5 SWOT Analysis of the organization

CHAPTER 4 CHAPTER 5 CHAPTER 6 CHAPTER 7 CHAPTER 8

DATA ANALYSIS CONCLUSIONS/FINDINGS RECOMMENDATIONS ANNEXURES

Questionnaire

47-69 70-73 74-75 76-81 82-83

BIBLIOGRAPHY/REFERENCES

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