ABOUT

It was in the golden soil of Chikmagalur that a traditional family owned a few acres of coffee estates, which yielded rich coffee beans. Soon Amalgamated Bean Coffee Trading Company Limited, popularly known as Coffee Day was formed. Caf Coffee Day pioneered the caf concept in India in 1996 with the inauguration of its first outlet in Bangalore. CCD saw the potential of the youth market and embarked on a dynamic journey to become the largest organized retail caf chain with a distinct brand identity of its own.

BACKGROUND
ABCTCL (Amalgamated Bean Coffee Trading Company Ltd.) Revenue Rs 3000 Cr. approx ISO-9002 Certified Co. 10000 acres of coffee Estate(Largest in Asia) Leading coffee exporter.

LOGO
The logo of CCD has been changed recently, this has been done in line with the increased competition and also for the proper conveying of the message that Caf Coffee Day desires to tell to its customer. The famous Caf Coffee Day squared logo has got a fresh new avatar a Dialogue Box - with the words Caf Coffee Day written in a distinct, specially created font. The new trendy dialogue logo symbolizes the essence of what a Caf Coffee Day caf is really all about a perfect place to relax and dialogue. And as we all know, a lot does happen over coffee!

3 A Success strategy

Accessibility Affordability Acceptability

Mission
To be the best Cafe chain by offering a world class coffee experience at affordable prices.

Vision
To be the only office for dialogue over a cup of coffee.

Vertical integration
The company is known for being vertically integrated to cut costs: from owning the plantations,[2] growing the coffee,[2] making the coffee machines[3]to making the furniture for the outlets.[2] The machines cost them 1.2 lakh each, which they say is half the cost of an imported coffee machine.[3] The maintenance cost of CCD's machines is also less than foreign machines.[3]

Outlets
The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka.[4] Following this, CCD crossed over 1000 cafs throughout the nation by 2011. They currently have (as of August 2012) 1319 outlets spread across 28 states of India (including one each in Karachi, Vienna, Prague and Dubai).The number increases almost every week. A meter on their official website (Cafecoffeeday.com) keeps continuous track of the number. A cup of coffee is sold for Rs 50 onwards.

Division
Cafe Coffee Day's divisions include: Coffee Day Fresh 'n' Ground, which owns 450 coffee bean and powder retail outlets. Coffee Day Square, a high level coffee bar in Bangalore. Coffee Day Xpress, which runs 900 plus Coffee Day kiosks. Coffee Day Beverages, which runs over 14,000 vending machines. Coffee Day Exports, its exporting wing. Coffee Day Perfect, its (FMCG Packaged Coffee) division. Coffee Day B2C Plant (Coffee vending machine manufacturing in India )

Awards
Cafe Coffee day has won several awards and recognitions. It was named "most popular hangout joint amongst youth" at the 3rd Global Youth Marketing Forum in 2011. The Indian Hospitality Excellence Awards also named it "India's most popular coffee joint" in 2011.

Marketing Mix

Product
Caf Coffee Day product mix constitutes a wide range of products that appeal primarily to Indian coffee and snack lovers. Products have a decided Indian taste to it be it food or coffee. Most of the eatables have been adopted to meet the Indian taste buds like samosa, biryani, masala sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with classic coffee.The best selling item in summer is frappe, which is coffee and ice cream blended together. The young people favor it. In winter it is cappuccino. Their merchandising includes funky stuff like t-shirts, caps etc.

Price
Considering that Caf Coffee Day knows its major customer lies in the bracket of 15- 29,it has tried to derive a policy whereby it can satisfy all its customers. The price for a cup of coffee ranges from Rs.45 to Rs 80. From the time it first started its operations, there has been only minor changes in the pricing policy of Caf Coffee Day. The changes have been more due to the government taxes than any thing else

Place
The strategy CCD has adapted is to place a cafe in every possible location where some business can be generated.This is a prime factor in determining the success of a retail chain. Caf Coffee Day looks to cater to their target market with strategically located outlets. Their outlets are generally located in High Street/ Family Entertainment Centers, gas stations, near Colleges etc .

Promotion
CCD is involved in all the areas of serious consumer passion like: Television:Caf Coffee Day held a contest around a very popular programme on Zee English calledFriends. All the six lead characters are shown often visiting a coffee shop.They have tied up with Channel [V]s Get Gorgeous contest. Tie-ups:Besides that Caf Coffee Day also tie up lot of the youth brands. So they have a contest going on with Levis,another one with Scooty, Liril, latest one with AirtelFriends. Association with movies:CCD can be seen in movies like Khakhee and Mai Hoon Na Sales Promotion:Caf Coffee Day uses special Caf Citizen Card for rewarding Caf Coffee Days customers. It is a loyalty program to gain new customers and retain the existing ones.

Process
The ordering and delivery process in CCD was earlier based on self- service. But now in most its coffee shops the waiter comes and takes away the order and delivers the order on table.

Physical Evidance
a)Logo , image, brand: Caf Coffee Day has used bright red and green colors in its logo. RED stands forleadership , vitality,passion for coffee. The GREEN stroke harks back the coffee plantations that they own.Caf is noticeably larger in the logo to denote that Caf Coffee Day pioneered thecaf concept in India way back in 1996.The font looks as though the letters have congealed out of a liquid. b) Architecture and Decor:Largely wood and granite based interior with young colours of today,like limegreen, yellow, orange, and purple predominate. c) Literature:The literature provided by Caf Coffee Day is indicative of its youthful image. The menus, posters, pamphlets are all designed to attract young and young at heart

People
People at Caf Coffee Day believe that People are hired for what they know but fired for how they behave. Motivation and personal skill are laid emphasize upon. Their employees are like friend to the customer but at the same time they know about the international standards of hygiene and cleanliness and personal grooming.

Competitors

Barista Lavazza
One of India's largest franchised chains of coffee bars, the Barista Lavazza coffee company operates around 205 outlets across India 15 crme lounges and the rest espresso coffee bars. It plans to open 300 new stores over the next three years and has begun aggressively marketing its products outside Indian borders into neighboring countries. Considered the Starbucks of the East, Barista offers many of the same menu items like espresso, lattes, cappuccino and various pastries, in addition to basic coffee. Despite being Indian, Barista sticks closely to its Italian roots by serving Italian coffees exclusively.

Costa Coffee
British coffee retail chain Costa Coffee launched its outlet in New Delhi, becoming the first international coffee chain to start operations in India in September 2005. The chain is currently operational with 36 outlets and expanding aggressively to tap this potential market.

Caf Mocha
It was started by a Mumbai based entrepreneur Riyaz Amlani, who has a long experience in the hotels and restaurants business. This store is strikingly different from others, they love being over-thetop and thus its a place that either you love it too much or find it Over the top. Studying the marketing Mix adopted by caf mocha. Owned by Impresario Entertainment & Hospitality Pvt. Ltd. Mocha opened its doors at Churchgate (Mumbai) in December 2001 15 operational outlets across the country and its own central kitchen Future plans for Singapore, Dubai and New York and Chicago.

Market share

From the chart above one can easily make out the following things regarding to Caf Coffee Day: Customers grade Caf Coffee Day very good when it comes to ambience. Customers grade Caf Coffee Day good when it comes to pricing. Customers grade Caf Coffee Day very good when it comes to service offered. Customers grade Caf Coffee Day very good when it comes to quality of product. Customers grade Caf Coffee Day very good when it comes to Location. Which simply proves that Caf Coffee Day is one of the best hangout place for the youth who consider the factors mentioned above while selecting a Coffee Shop.