Positioning of Cafe coffee day

in the Coffee RetaiI Sector

Submitted by:
Sweta Chauhan
A1802009154
AIMS AND OBJECTIVES
Analysing present day positioning
strategies
Conducting research
Recommending new strategies for the
same
AIMS AND OBJECTIVES
To understand the perceptual mapping of cafe coffee
day.
The most effective media of promotion.
Market for Cafe coffee day
Factors influencing the consumer buying behaviour.
Factors which make consumers switch from one brand
to another
TRODUCTO
The aim of this Dissertation is to successfully compare prominent
service sector companies on a common platform, analyze their
working and performance, and highlight what they are doing well,
while providing suggestions and recommendations for improvement,
functioning and growth.
The areas of excellence and improvement have been identified
based on factual nformation. The data was collected based on
information provided by:
1. The management of the organization.
2. Customers visiting Cafe coffee day and Barista outlets.
Relevant secondary data from various sources like magazines,
books and nternet and newspapers. Based on the relevant primary
and secondary data, a comparative analysis will be done so as to
find out the areas of excellence and areas of improvement , in light
of which recommendations and suggestions will be provided for the
overall improvement of the organization in the future.
MATERIAL AND METHODS
STUDY DESIGN: a) The research is expIoratory in nature.
Explorative studies valuable means of finding out 'what is
happening' to seek new insights to ask questions and to access
phenomenon in a new light. t also involves formulation of
hypothesis.
b) The research is also descriptive in nature. Descriptive study is
an extension of exploratory study..
SETTING: the research work is to be conducted in Delhi-CR
region.
DURATION OF STUDY: 60-65 days
SAMPLE SIZE: 60 persons will be included. The samples are
divided among the youth accessible to the survey, teenagers across
CR and professionals and older people.
SAMPLING TECHNIQUE:
1. Convenience sampIe is one of the methods we will be using, as a
part of our respondents are easily accessible to us.
2. Judgment sampIes will also be used as we shall be choosing a set
of consumers who can give us considerably accurate information.
With a brand like CCD, we cannot resort to street-corner sampling
as we need people who are aware of the brand and the food
services industry.
SAMPLE SELECTION:
IncIusion criteria: the study of consumer opinions is concentrated
on coffee-drinkers, youngsters and young urban professionals or
'yuppies'. These people come within the age brackets of 15 and 29.
Apart from them, respondents from the 30-40 age band are also
included.
DATA COLLECTION PROCEDURE:
Primary Data
1. Written Questionnaire- We plan to use a structured questionnaire with
close-ended questions and get a section of respondents to answer these
questions.
2. Personal nterview- This will be used to garner subjective information
from respondents, which is not possible with close-ended questionnaires.
Also, questions with options like 'others' can be answered effectively with
personal interviews.
3. E-mail Questionnaire- We shall be sending questionnaires by e-mail also.
These can be answered by respondents at leisure and without inhibitions. t
will also give us a wider spectrum of consumers to consider.
Secondary Data
1. Website of the company.
2. Online consumer forums like www.mouthshut.com
3. Communities of coffee lovers and youth.
4. ewspapers and magazines.
DATA ANALYSIS PROCEDURE:
1. Pie Charts - They show the diversity in the demographics of Caf
Coffee Day's customers. They will also show us what percentages
of customers prefer certain cafe formats, certain menu items etc.
2. Frequency Distribution graphs - They will show us similar divisions
in customer habits and trends appearing in responses.
3. Measures of Central Tendency - These will help us know the
concentration of respondents leaning towards a particular option.
4. Correlation and Regression - These can be used to find
relationships between two variables like age and spending
behaviour.
THAOU