Exports and Café Coffee

Executive Summary Coffee Day Day.

Perfect division ii) To introduce
Introduction: CRM strategy
in
Café About project:
Organization.
Coffee Day is a
Topic iii) To know
division of India’s whether CRM
“Customer Relation
largest coffee helps to build
Management initiation
conglomerate, strong
to improve sales at Café
Amalgamated Bean relation with
Coffee Day”
Coffee Trading Ltd customer.

(ABCTCL), popularly The project iv) To know

known as Café also includes how to whether CRM

retain the existing helps to
Coffee Day. ISO
customer. It has also retain the
9002 certified
seen which activities customer.
company. CCD has
inspire the customer to v) To identify
become India’s
visit Café Coffee Day area for
largest and premier more often. The study further CRM
retail chain of cafes was made know whether improvement
with 552 cafes in customers are satisfied
90 cities around about Café Coffee Day or
the country. not. Because satisfied
customers will be the
Its different division loyal customers. It has Findings:
includes: also seen which things
are not going good for  Students visit
 Coffee Day Fresh
further improvement. Café Coffee Day
n Ground
more
 Coffee Day
Objective:  Age group
Xpress
between “20-25”
 Coffee Day Take i) To know the
visits Café Coffee
away importance
Day more. They
 Coffee Day of CRM in
are the potential
 customers. part of any excellent.
 39% of the future event in  89% of them
respondents visit CCD expect more
Café Coffee Day  78% of the events in
once in week and respondent future.
37% of the Satisfied about  96.4% of the
respondent visit service respondent
café Coffee Day  66% of the satisfied
once in month. respondent feel about
 57% of the event conducted promo.
respondent visit by CCD influence
CCD refreshment them to visit CCD
Purpose  73% of the
 49% of the respondent feel
respondent feel Staff of CCD is
coffee and friendly
Snacks influence  36% of the
them to visit CCD respondent said
 63% of the promotional
respondent were activity
not aware of the influences them,
promotional 34% said DJ CHAPTER 1
activity shows influences
Conducted by them.
CCD RESEARCH
 76.8% of the
Promo:
respondent
would like to  53.6% of the METHODO
know about customer
promotional rated prom
activity. was good LOGY
 77% of the and 35.7%
respondent rated promo
would like to be was
CHAPTER 2

INTRODUC

TION
Introduction: commanding position growing at the rate of

in the southern states, 40% every year. In the

tea also has an equal next couple of years,

coffee chains in India are
Coffee occupies the share. There is a great
expected to grow at an
third slot after tea and scope for increasing
annual rate over 30%.
milk in the domestic coffee consumption

market. Non-drinkers amongst occasional From being a

and occasional coffee drinkers and non- traditional beverage

drinkers, who account drinkers. consumed mainly in

for 78% of the South India, coffee

Coffee has to compete now has a national
country's populace, are
with other beverages presence, consumed in
the prime target for
to get its share of several forms and
the Coffee Board and
throat. Marketers have retail formats.
retail chains for
to target younger
promoting
consumer, and come The results have been
consumption.
dramatic: domestic
with new and
consumption of coffee
According to the study appealing patterns.
last year increased by
done by the Gallup and Coffee can be easily
nearly one-third, from
Coffee Board, the top associated with
60,000 to 80,000 tons.
of mind recall for teas wellness, health and

in the country is 66% youth. The market

as against 22% for potential is $100

coffee. Speaking on million.

opportunities for
coffee retailing in Coffee production
INDIA -- Domestic
India, the country's and consumption
consumption of coffee State-wise
coffee consumption
shows a steady increase. Production in
topped 85,000 tonnes metric tones
This fact is happening in
in 2006. Though coffee the same time with the
Coffee consumption in
has been in a fast food segment India Estimated Domestic
Consumption (1991 - Nations Food and consists of a mix of
2005)
Agriculture Organisation, individual cafés, hotel
Calendar Quantity
India's coffee cafés and retail café
Year (in MT)
consumption has been chains.
1991 55000
chugging along at 2.2 per
1992 55000 India has always been
cent per annum.
1993 55000 predominantly a Chai

1994 55000 With consumption

(Tea) drinking nation.

1995 55000 pegged at 70,000 tonnes,

India is famous for
branded coffee accounts
1996 55000 drinking tea .people in
for 53 per cent,
1997 55000 India irrespective of
unbranded 40 per cent,
1998 55000 the Class, religion and
with cafes constituting 7
1999 55000 place are fan of tea.
per cent. Industry
2000 60000 Coffee remain in a
estimates peg the annual
2001 64000 distinct position
growth rate of the
2002 68000 compared to tea.
coffee-house segment at

2003 70000 a half per cent clipz However in these days

2004 75000 coffee consumption is
The Coffee Café
2005 80200
increasing in India.
Industry
Indian coffee Board is
Internationally, coffee

sales are virtually The Coffee Café industry promoting coffee and

stagnant, moving ahead is currently one of the it seems that their

at 0.5 per cent. biggest and fastest promotional activities

According to a research growing sectors in are yielding good

report by the United business. The industry result.
Coffee has been only have been replaced by a part of global lifestyle

moderately popular in hip coffee joints like and culture, coffee

some southern states, Barista and Café Coffee parlours in the country

other than that it has Day. The Chai (tea) are on an expansion

been Chai (Hindi term that used to cost spree.

for Tea), Chahaa couple of rupees (5

From small-sized
(Marathi term for Tea), cents) is replaced by
coffee parlours to
cutting (Mumbai term coffee costing
classy coffee lounges
for half tea cup), something like Rs. 100
leading coffee retailers
maramari (another ($2.50).
such as Café Coffee
popular term from
The organized coffee Day, Barista, Costa
western India for tea)
retail business in India Coffee and Coffee
all the way!
is over Rs.8 billion World have all been
However, there has
($17 million), and the fighting hard to lure
been a sudden change
potential for coffee India’s growing middle
in this trend with
retail outlets are class.
coffee becoming more
nearly 3,000.
and more popular in Individual Cafés:

recent times especially The main bulk of revenue

among the younger is earned by small,

population. The individual cafés, run

roadside Chai (Tea) With the Indian middle mostly by families and

thelas (shops) outside class consumer ready friends. It is a relatively

to spend more and be unorganized sector.

colleges and offices
There are millions of
such cafés around the
world, and they provide
customers with a
homely, casual
experience.
The bulk of these cafés
are mainly in Europe,
where every little town
or village has local cafés,
where people gather
together for a
conversation over coffee,
or just to be alone with
their thoughts.
These cafés have been
the birthplace and
sanctuary for various
creative minds,
revolutionaries and
thinkers of our time. The
most recent example is
the author J.K. Rowling,
who has written most of
the Harry Potter series of
books, sitting at her local
café.
These cafés set
themselves apart from
retail chain cafés and
hotel cafés because they
provide customers with a
homely, classic appeal,
which cannot be
emulated.
Hotel Cafés:
Ever since the
popularization of coffee,
hotels all over the world
started opening 24-hour
coffee shops where
visitors to the hotel could
walk in for a cup of
coffee and some food at
any time.
These coffeehouses are
extremely important,
because they provide
international visitors to
the hotel with a universal
drink- coffee. Any
customer can walk into
any major hotel in the
world, and enter the
coffeehouse, and know
what to expect. These
cafés are not really major
players in the coffee café
industry, but rather
provide supplementary
services to the hotel
industry.
Retail Café Chains:
The last, and the most
organized sector in the
coffee café industry, is
the retail café chain. Off
late, these chains have
become extremely
popular and are growing
at an ever-increasing
pace. These retail chains
have work with an
organized structure of
man, material and
money. The work on
developing a recognized
brand consistent to all
their outlets, which
customers can easily
relate to, wherever they
go. They provide
customers with a
standardized level of
service and quality at
each of their outlets. Tiff
in also.
The vintage location of
the mess attracts huge
crowds even today early
in the mornings, Coffee
however was not the
only item on the menu.
These places also served
food and other drinks to
their customers.
coffee café owners tried
to westernize the taste in
contrast to the filter
coffee.
Now, large retail chains
The drink also became like Qwikys, Barista, and
famous and as a result Café Coffee Day have
even five star hotels opened up around the
began cashing in on it. country. The concept of
a café today is not
Several hotels all over
merely about selling
the country started
coffee, but about
opening coffee- shops
developing a national
that catered to high- end
brand. Retail cafés now
customers. This showed
form a multi- crore
the popularization of
industry in the country,
coffee cafés, to all
and have huge potential
sections of society.
for growth locally, and
The drink has now internationally.
become more of a
concept than merely a
drink itself. The last
decade witnesses the
growth of numerous
coffee pubs in the
country. A number of

Major Competitors
As coffee culture gets
bigger in India, a
traditional tea drinking
nation, domestic and
international chains are
lining up big expansion
plans to the tune of
nearly Rs 325 crore in the
next 3-5 years.
Majors players like
Barista, Costa Coffee,
Cafe Coffee Day and
Barnie's are already
working overtime to
expand their presence
in the country and
implement product
portfolio overhauls. On years. Costa is taking
the other hand, global steps to widen its
player Starbucks menu, including
Corporation is all set addition of a range of
to make its India debut wraps. It is also in the
in 2007. process of fine-tuning
an India specific menu
All café chains, are
to appeal to the local
looking to cash in on
palate.
the booming coffee
retail in India, which is In the wake of
expected to grow at an increased competition,
annual rate of over 30 Barista, one of the first
per cent in the next players, is making an
couple of years on the investment of Rs 50
back of patronage crore this fiscal to add
from the young around 100 new
population in the 18- stores. It plans to have
25 age bracket with a a total of 250 outlets
growing disposable by end of this fiscal
income. and take it beyond the
metros to smaller
The latest to announce
cities.
big plans for expansion
in the Indian coffee US-based coffee store
retail market is UK- chain Barnie's had said
based coffee shop it would invest Rs 75
chain Costa Coffee. crore while
The company is doing announcing its foray in
an investment of Rs the Indian market. It
150 crore to set up 300 will open 300 stores
outlets in the next five
across the country in
the next five years.
In the first year itself
they are looking at
setting up 25 stores in
the country and the
company would open
stores at Bangalore,
Mumbai, Chandigarh,
Jalandhar and
Lucknow.
coffee retail giant
Starbucks Corporation
STRUCTU
is planning to enter
India with its expected RE
debut in 2007.
They are looking forward
to offering the finest
coffee in the world to
customers in this country
within the next 18
months.

Another major player

in the segment part of
Amalgamated Bean
Coffee Trading
Company Ltd, Café
Coffee Day is looking at
an investment of about
Rs 35-50 lakh per
outlet. Cafe Coffee Day
CHAPTER 3
has already made plans
to open toyal 500 ORGANIZA
outlets across India by
2007.
TION
While the existing
players are looking at
consolidating their
businesses, US-based
 Cafes under the brand Cafes in the Middle East,
About
Café Coffee Day. Eastern Europe, Eurasia,
Amalgamated Egypt and South East
Asia in the coming
Bean Coffee months.
ABCTCL today is one of
Trading Asia’s top 500
Café Coffee Day is a
companies and soon
Company division of India's
aims to be among the
largest coffee
Limited top 3 coffee retailing
conglomerate,
companies in the
(ABTCL) Amalgamated Bean
world. We are
Coffee Trading
currently 400 cafes in
Company Ltd.
India, Pakistan &
(ABCTCL), popularly
Austria (Vienna).
Mr.V.G Siddhartha, known as Coffee Day, a
ABCTCL also has an
Chairman CCD initiated Rs. 300 crore ISO 9002
ambitious growth plan
his business interests certified company.
of opening 1000 cafes
in coffee by Coffee Day sources
by 2010 making its
incorporating coffee from 5000 acres
presence across 80
Amalgamated Bean of coffee estates, the
Indian cities also
Coffee Trading 2nd largest in Asia,
establishing 50 cafes in
Company Limited that is owned by a
10 foreign countries.
(ABCTCL) in the year sister concern and
Our customers have
1994. From Exports to from 11,000 small
given us the thumbs up
commodity trading and growers. It is one of
for our quality
building a brand, India’s leading coffee
standards in Pakistan
Coffee Day entered exporters with clients
and Austria and that
with ‘Fresh n Ground’ across USA, Europe &
motivated us to go to
and subsequently went Japan.
10 countries where
up the value chain
plans are currently Café coffee day I based
thereby revolutionizing
being rolled out. And is in chickmaglur and has
the metropolis with
planning to open other its business spanning
the entire value chain
of coffee consumption ORGNIZATIONAL CHART

in India.

HEAD - OPERATIONS

REDGIONAL MANAGER

ASSISTANT REGIONAL MANAGER

CITY MANAGER

AREA MANAGER

CAFÉ MANAGER REGIONAL TRAINER

ASSISTANT MANAGER CITY TRAINER

CAFÉ INCHARGE

TEAM MEMBERS
CHAPTER 4

PRODUCT

RANGE
ProductRange:Coffe Flavoured Syrups Ginger Spice

es & Teas Red Eye Pina Colada

Hot Coffee Whipped Cream Cool Refreshers

Espresso Scoop pf Ice cream Fruit Juices

Espresso Americano Chocolate Sauce Mineral Water

Macchiato Teas Eatables

Cappuccino Assam Tea Melting Moments

Café Latte Masala Chai Banana n’ Walnut Cake

Chococinno Lemon ‘n Ice Tea Banana Chocolate

Mousse
Café Mocha Kashmiri Qahwah

Irish Coffee Banana Caramel pie

Apple n Cranberry ice tea

International Coffee Chocolate Doughnut

Refreshing Alternatives
Cookies
Colombian Juan Valdez Granitas

Ethiopian Qahwah Marble Cake

Blood Orange

Kenyan Safari Pineapple Getaux

Cool Blue

Cold Coffee Chocolate Cake

Pineapple Crush

Sweet Mint Ice-Creams

Emerald Ice

Cold Sparkle Vanilla

Ruby Surprise
Chocolate
Brandied Banana Smoothies

Tropical Iceberg Seasons Best

Mango Colada

Iced Eskimo Quick Bites

Strawberry Colada

Coffee Add-ons Samosa

Cremosas

Honey Puff
Litchi
Pizza
Croissant

French Fries

Kathi Roll

Wraps

Biryani

Sandwiches

Burger
Product Sources:

Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes. Coffee Day has a
well-equipped roasting unit catering to the specific requirement of the consumers. The process is
carried out under the control of experienced personnel to meet highest quality standards. The most
modern technology available is used to maintain consistency and roast the coffee beans to the
demanding specifications of the discerning coffee consumers. The coffee beans are supplied to all the
cafés from Chikmagalur.

The eatables at Café Coffee Day are catered by different vendors: example: ice creams are catered by
Cream Bell, Milk by Amul and samosa’s by Patsiers Gallery.

Café Coffee Day also sells merchandise through its stores. 5 per cent of the revenue comes from sale of
merchandise.

Quality standards:

Quality policy: “We are committed to quality and we shall strive continuously to provide products,
which consistently meet the needs of our customers and establish a value-added relationship, ensuring
total customer satisfaction.”

Café Coffee Day has a check on quality all the time and in several aspects. The operational in-charge will
go around checking business, record keeping, and service and heck the feedback forms. The food in-
charge will look at the way food is being stored, coffee is being made, what is the time take to extract
the coffee and so on. Marketing person will go about checking displays, how the merchandise is
displayed.
Café Beat

Café Beat reaches more than a million smart, receptive and upwardly mobile youth of India every
month. It is one of the most widely read YOUTH magazines in the country and is a part of one of the
largest Indian retail youth brands - Café Coffee Day.

CAFÉ BEAT FACTFILE:

16 pages, all colour, monthly tabloid.

Available at all cafes across the country (552 cafes in 90 locations as of

Today!).

Available FREE of cost to customers for in-café reading. Many customers also carry it away for their
referrals.

38% of the customers at CCD read Cafe Beat (survey conducted in Aug.'04 in the 4 metros.). CCD gets
around 3.9 million walk-ins in all its cafes per month.

Essentially a youth magazine covering topics like movies, music, travel, lifestyle, e-dating, books, career
etc. which interest the youth.

Displayed on magazine stands/counter at the cafes. The new issue is kept on the tables during the first
week for greater visibility.
Readership profile: Students and young professionals, mostly. SEC A and B.

Merchandising:

Every one likes to cherish good times with a hope that they last forever. To make
this a reality merchandising started. At Café Coffee Day merchandise
started more as a sentimental thing than as revenue stream. They wanted to
reward coffee lovers and they started selling mugs. People wanted to wear something that
reminded them of the cafe so they designed T-shirts and sold thousands of those. But soon it
has become a serious business. 5 per cent of their revenue comes from the merchandising.
Café Coffee Day sells various young and trendy merchandise through its stores:

Café Coffee Day Merchandise now got more Affordable

S.No Particulars
1 Funky Caps @ Rs 60 onwards

2 Cool T-Shirts @ Rs 229 onwards

3 Bags @ Rs 225 onwards

4 Coffee Filters @ Rs 120

5 Coffee Filters @ Rs 120

6 Coffee Filters @ Rs 120

Coffee Powder
1 Arabicaah @ Rs 65

2 Perfect @ Rs 55

3 Charge @ Rs 45

4 Dark Forest 200gms @ Rs 125

5 Dark Forest 500gms @ Rs 260

6 Malabar Monsoon 200gms @ Rs 125

CHAPTER 5

PLANT LOCATION
Plantation:

ABC has its seeds sown in the heart of the coffee

cradle of India, Chikmagalur. The region is a
world wrapped in primeval innocence, where
panthers, tigers and elephants roam.

ABC has its seeds sown in the heart of the coffee

cradle of India, Chikmagalur. The region is a
world wrapped in primeval innocence, where
panthers, tigers and elephants roam.

Our passion for coffee stems from the august heritage of coffee estates inherited by the
promoter's family. What started out with a small group of family-owned estates, gradually grew
as more and more estates were included to finally form Amalgamated Bean Coffee Trading Co.
Ltd.

The plantations nestled in Chikmagalur and Mudigere region of the Western Ghats, are spread
over 5000 acres of well-maintained estates upto 4500ft above sea level. This makes us the
second largest plantation company in the country.

They are hosts to innumerable herbs,shrubs and trees

like jackfruit, arecanut, orange, pepper, cardamom,
etc.

The coffees at our estate are grown under the dark shades

of various forest trees like silver oak, Indian Rose wood and

various others.
 CHAPTER 6

MARKET SHARE
 CHAPTER 7

MARKETING STRATEGIES
Café Coffee Day was among the first coffee cafés to start operations in India in 1996, but was the last to go national (end-2001).

Today, with 400 cafés in 75 cities, Café Coffee Day is the largest chain in the country.
Main strategy is

 combination of affordable prices and product

 attention to customer needs
 a strong back-end support system.

India is largely a tea-drinking nation, and coffee has always been a fringe player. While coffee cafés
have existed in Europe since the 15th century, in India coffee drinking was restricted to niche
segments like intellectuals, the south Indian traditionalist and the five-star coffee shop visitors till
the late-1990s. This started changing slowly after 2000 — and not because there were many café
players in India by then.

The direct causes for this change were probably the increasing spending power among urban youth
and the increasing exposure to global trends.

Hence, even as the first café was set up in Bangalore in 1996 — an idea that struck our chairman V G
Siddhartha, while on a visit to a coffee shop in Singapore — it proved to be an idea whose time came
only by the turn of the century. By then, most other players had joined the bandwagon.

They have seen the hard days when every customer had to have every item on the menu explained.
That’s one reason they waited until 2000-01 to start expanding nationally.

Supply chain

Another reason was that they wanted to put the back-end systems in place. Transporting fresh roasted
coffee from their own estates in Chikmagalur to faraway places like Mussourie in the north and
Jamshedpur in the east —they are the only national player present in both cities — was a logistical
nightmare
If, in the thirst for growth, company did not pay attention to this aspect. Believed in being more sure-
footed.

From bean to cup company is into the coffee estate business for the past 125 years: which means they
do not look at the coffee chain business as a short-term business. Company invested approximately Rs 1.
2 crore in r supply chain and chalked out what is called a B2C (bean to cup) supply chain strategy.

The supply chain had to support the expansion plans of adding four to six new cafés every month, which
led us to adopt industry best practices and, in some cases, develop our own modules.

Company went in for a decentralized distribution strategy instead of a hub-and-spoke model, and set up
regional hubs in Delhi, Mumbai and Kolkata. These cities then linked to the towns in their neighborhood.

The sourcing policy at these hubs included both local and centralized sourcing, based on the volume
lead time and value of the materials. We followed a continuous replenishment policy by integrating
vendors upstream. For items that had fluctuating demand and large volumes, the inventory was
managed by vendors.

By implementing a web-based ordering and electronic order processing system, we cut order-to-delivery
lead-time considerably. Online inventory tracking process operated with the use of two supply chain
modules: one at the café level — called the

POS (point of sales) module — and another at the distribution centre level. This was developed
internally.
 Chikmagalur

Bangalore (South New Delhi (North

India) India)

(HeadWarehouse
Local Distributor) (HeadWarehouse
Local Distributor)

Outlets Outlets
Outlets Outlets

Outlets Outlets
 CHAPTER 8

DATA ANALYSIS
 Occupation:

Occupation of Re sponde nt

Cumulative
Frequency Percent Valid Perc ent Percent
Valid St udent 58 58.0 58.0 58.0
W orking 33 33.0 33.0 91.0
Business 9 9.0 9.0 100.0
Total 100 100.0 100.0

70

60
58

50

40

30 33

20
Frequency

10
9

0
Student Working Business

Interpretation:

 58% of the respondents are students.

 33% of the respondents are working.
 9% of the respondents are business.
 Student Visit Café Coffee Day more than other.
Gender:

GG

Gender

Cumulative
Frequency Percent Valid Percent Percent
Valid Male 56 56.0 56.0 56.0
Female 44 44.0 44.0 100.0
Total 100 100.0 100.0
 60

56

50

44
40

30

20
Frequency

10

0
Male Female

Interpretation:

 56% of the respondents are Male.

 44% of the respondents are Female.

Age of the respondent

 Age of Respondent

Cumulative
Frequency Percent Valid Percent Percent
Valid 15-20 15 15.0 15.0 15.0
20-25 57 57.0 57.0 72.0
25-30 21 21.0 21.0 93.0
30-35 6 6.0 6.0 99.0
35-40 1 1.0 1.0 100.0
Total 100 100.0 100.0

70

60

57

50

40

30

20 21
Frequency

15
10

6
0
15-20 20-25 25-30 30-35 35-40

Interpretation:

 15% of the respondents are between the age group 15-20.

 57% of the respondents are between the age group 20-25.
 21% of the respondents are between the age group 25-30.
 6% of the respondents are between the age group 30-35.
 1% of the respondents are between the age group 35-40.
 Age group” between” 20-25 visit Café Coffee day more other age group.
 How often you visit Café Coffee Day?

How often you visit CCD

Cumulative
Frequency Percent Valid Percent Percent
Valid Every Day 5 5.0 5.0 5.0
Once in Week 39 39.0 39.0 44.0
Once in fortnight 19 19.0 19.0 63.0
Once in Month 37 37.0 37.0 100.0
Total 100 100.0 100.0

50

40
39
37

30

20
19

10
Frequency

5
0
Every Day Once in Week Once in fortnight Once in Month

Interpretation:

 5% of the respondents visit Café Coffee Day every Day

 39% of the respondents visit Café Coffee Day once in a Week
  19% of respondent visit Café Coffee Day once in fortnight
 37% of respondent visit Café Coffee Day once in Month.
 Only 5% of the respondent Visit Café Coffee Day every day. So by using Promotional Activities and
CRM techniques Café Coffee Day can make them to visit frequently.

How long you have been visiting Café Coffee Day

How long you have been visiting CCD

Cumulative
Frequency Percent Valid Percent Percent
Valid From Start 30 30.0 30.0 30.0
From 2 years 28 28.0 28.0 58.0
From a year 29 29.0 29.0 87.0
Recently 13 13.0 13.0 100.0
Total 100 100.0 100.0

40

30
30
29
28

20

13
10
Frequency

0
From Start From 2 years From a year Recently
Interpretation:

 30% of the respondents are visiting café from start.

 28% of the respondents are visiting café from last two year.
 29% of the respondents are visiting café from a year.
 13% of the respondents are visiting café from recently.

For what purpose did you visit Café Coffee Day

For what purpose did you visit CCD

Cumulative
Frequency Percent Valid Percent Percent
Valid Refres hment 57 57.0 57.0 57.0
Light Snacks 20 20.0 20.0 77.0
Parties 12 12.0 12.0 89.0
Business meeting 5 5.0 5.0 94.0
Other 6 6.0 6.0 100.0
Total 100 100.0 100.0
 For what purpose did you visit CCD
70

60
57
50

40

30

20
Frequency

20

10 12

0 5 6
Refreshment Parties Other
Light Snacks Business meeting

For what purpose did you visit CCD

Interpretation:

 57% of the respondent visit café for refreshment purpose

 20% of the respondent visit café for light snacks
 12% of the respondent visit café for Parties
 5% of the respondent visit café for Business meeting
 6% of the respondent visit café for other reason ( hanging up with friends)

What factor influences you to come Café Coffee Day

What factors influences you to come CCD

Cumulative
Frequency Percent Valid Percent Percent
Valid Music 7 7.0 7.0 7.0
Service 8 8.0 8.0 15.0
Coffee & Snack 49 49.0 49.0 64.0
Price & Promo 1 1.0 1.0 65.0
Hospitality 2 2.0 2.0 67.0
Environment 33 33.0 33.0 100.0
Total 100 100.0 100.0
 What factors influences you to come CCD
60

50
49

40

30 33

20
Frequency

10

7 8

0
Music Cof f ee & Snack Hospitality
Service Price & Promo Environment

Interpretation:

 For 7% of the respondent music influences to come CCD

 For 8% of the respondent service influences to come CCD
 For 49% of the respondent coffee and snacks influences to come CCD
 For 1% of the respondent price & promo influences to come CCD
 For 2% of the respondent hospitality influences to Come CCD
 For 33% of the respondent Environment influences to come CCD
 This shows that promotional activities are not effective. To make them effective company has to do
some plan.

Are you aware of promotional activity conducted by Café Coffee Day

Are you aware of promotional Activity conducted by CCD

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 37 37.0 37.0 37.0
No 63 63.0 63.0 100.0
Total 100 100.0 100.0
 70

60 63

50

40

37

30

20
Frequency

10

0
Yes No

Interpretation:

 37% of the respondents are aware about promotional activities

 63% of the respondents are not aware about promotional activities.
 This shows that promotional activities are not effective and advertisement is less.

Would you likr to know

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 53 53.0 76.8 76.8
No 16 16.0 23.2 100.0
Total 69 69.0 100.0
Missing System 31 31.0
Total 100 100.0
 60

53
50

40

30

20

16
Frequency

10

0
Yes No

Interpretation:

 76% of the respondents would like to know about promotional activities

 34% of the respondents not like to know about promotional activities.
 This shows that most of them are interest in promotional activities.

Would you like to celebrate your special moment at Café Coffee Day

Would you like to celebrate your special moments at CCD

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 84 84.0 84.0 84.0
No 16 16.0 16.0 100.0
Total 100 100.0 100.0
 100

80 84

60

40

20
Frequency

16

0
Yes No

Interpretation:

 84% of the respondents like to celebrate their special moments at CCD

 16% of the respondents don’t like to celebrate their special movement at CCD.

Would you like to be a part of any CCD event conducted in future?

 Would you like to be a part of any CCD event conducted in future

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 77 77.0 77.0 77.0
No 23 23.0 23.0 100.0
Total 100 100.0 100.0

100

80
77

60

40

20 23
Frequency

0
Yes No

Interpretation

 77% of the respondents like to be part of the CCD event

 33% of the respondents don’t like to be part of the CCD event
 CCD has to see the advertisement should reach those 77% of the customer. And conduct the
events which should retain those customers.
 Opinion about service

opinion about service

Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Satisfied 17 17.0 17.0 17.0
Satisfied 61 61.0 61.0 78.0
Nutral 17 17.0 17.0 95.0
not satisfied 4 4.0 4.0 99.0
Highly not Satis fied 1 1.0 1.0 100.0
Total 100 100.0 100.0

70

60 61

50

40

30

20

17 17
Frequency

10

0 4
Highly Satisfied Nutral Highly not Satisfied
Satisfied not satisfied

Interpretation:

 17% of the respondents are highly satisfied about service

 61% of the respondents are satisfied about service
 17% of the respondents feel service is not good and not bad means ok .
 4% of the respondents are not satisfied about service
 Only 1% of the respondents are highly not satisfied about service.
 This shows service at café coffee day is overall good
 Opinion about Price

opinion about Price

Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Satisfied 3 3.0 3.0 3.0
Satisfied 39 39.0 39.0 42.0
Nutral 48 48.0 48.0 90.0
not satisfied 10 10.0 10.0 100.0
Total 100 100.0 100.0

60

50
48

40
39

30

20
Frequency

10
10

0 3
Highly Satisfied Satisfied Nutral not satisfied

Interpretation

 3% of the respondents are highly satisfied about price

 39% of the respondents are satisfied about price
 48% of the respondents feel price is neutral
 10% of the respondents are not satisfied about price.
 Opinion about promotional Activity

opinion about Promotional Activity

Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Satisfied 10 10.0 10.0 10.0
Satisfied 16 16.0 16.0 26.0
Nutral 69 69.0 69.0 95.0
not satisfied 5 5.0 5.0 100.0
Total 100 100.0 100.0

80

69

60

40

20
Frequency

16

10

0 5
Highly Satisfied Satisfied Nutral not satisfied

Interpretation:

 10% of the respondents are highly satisfied about promotional activity

 16% of the respondents are satisfied about promotional activity
 69% of the respondents feel promotional activities are neutrl
 5% of the respondents are not satisfied about promotional activity
 This shows promotional activities are not effective.
 Do event conducted by CCD influence you to visit CCD

Do event conducted by CCD influence you to visit CCD

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 66 66.0 66.0 66.0
No 34 34.0 34.0 100.0
Total 100 100.0 100.0

70

66
60

50

40

34
30

20
Frequency

10

0
Yes No

Interpretation:

 66% of the respondents said events conducted by CCD influences them to visit CCD.
 34% of the respondents said events conducted by CCD not influence them to visit CCD.
 Which of the following Activity would influence you visit CCD

Which of the following Activity woulf influence you to visit CCD

Cumulative
Frequency Percent Valid Percent Percent
Valid Birthday Party 26 26.0 26.0 26.0
DJ Show 34 34.0 34.0 60.0
Promotional Activity 35 35.0 35.0 95.0
Foos Fest 5 5.0 5.0 100.0
Total 100 100.0 100.0

40

35
34

30

26

20

10
Frequency

0
Birthday Party DJ Show Promotional Activity Foos Fest

Interpretation:

 For 26% respondents Birthday parties influences.

 For 34% respondents DJ show influences.
 For 35% respondents Promotional activity influences.
 For 5% respondent Food Fest influences.
 This shows promotional activity and DJ shows are more effective.
 Opinion about the Staff:

Opinion about the staff

Cumulative
Frequency Percent Valid Percent Percent
Valid Friendly 62 62.0 62.0 62.0
Very Friendly 11 11.0 11.0 73.0
Rigid 18 18.0 18.0 91.0
Blank(No Reaction) 9 9.0 9.0 100.0
Total 100 100.0 100.0

70

60 62

50

40

30

20
18
Frequency

10 11
9

0
Friendly Very Friendly Rigid Blank(No Reaction)

Interpretation:

 62% of the respondents feel staff of CCD is friendly

 11% of the respondents feel staff of CCD is very friendly
 18% of the respondents feel staff of CCD is Rigid
 9% of the respondents feel staff of CCD is Blank.
 This shows staff of café is good.

CHAPTER 9

FINDINGS
Findings:

 Students visit Café Coffee Day more

 Age group between “20-25” visits Café Coffee Day more. They are the potential customers.
 39% of the respondents visit Café Coffee Day once in week and 37% of the respondent visit café
Coffee Day once in month.
 57% of the respondent visit CCD refreshment Purpose
 49% of the respondent feel coffee and Snacks influence them to visit CCD
 63% of the respondent were not aware of the promotional activity Conducted by CCD
 76.8% of the respondent would like to know about promotional activity.
 77% of the respondent would like to be part of any future event in CCD
 78% of the respondent Satisfied about service
 66% of the respondent feel event conducted by CCD influence them to visit CCD
 73% of the respondent feel Staff of CCD is friendly
 36% of the respondent said promotional activity influences them, 34% said DJ shows influences
them.
CHAPTER 10

LIMITATIONS
 CHAPTER 11

RECOMMENDATIONS & SUGGESTIONS

 Suggestions and Recommendations

1. Organize at least few promotional activities in order to build good

relation with customer

2. Give advertisement about promotional activity

3. Maintain Customer data base.

4. Wish the regular customer for New Year or for any festivals through
greeting card or SMS or through gift. This will increase the loyalty of the
customers.

5. Increase number of couches and place

6. Play the good music

7. Quick Service

8. To increase sales Café Coffee Day can also have corporate tie ups
within the city.
CHAPTER 12

CONCLUSION
 Conclusion

The study helped me gain valuable insight in understanding how Customer Relation Management can
help in increase sales .The project “Customer Relationship Management initiatives to increase sales at
Café Coffee Day” has been a knowledge gaining experience. I have been able to understand that
designing of promotional activity is an art and it help the company to increase the sales.

Awareness about promotional activity is less .Though it has not been advertised at a large on television ,
still has long way to go before it can catch up with its competitors. I hope my work becomes useful for
company.

BIBLOIGRAPHY
 Questionnaire

Personal Details:

Name:

Address:

Occupation:

a) Student  b) Working 

c) Business  d) Housewife 

Age:

Contact No:

1) How often you visit café coffee day?

a) Every day  b) Once in fortnight 

c) Once in fortnight  d) Once in Month 

2) From how long you have been visiting Café Coffee Day?

a) From initiation  b) From two years 

c) From year  d) from recently 

3) For what purpose did you to visit café?

a) Refreshment  b) Light snacks 

c) Parties  d) Business meeting 

e) Other (Specify)-----------------------

4) What factor influences you to come to CCD?

a) Music  b) Service 

c) Coffee & Snack  d) Price & Promo 

e) Hospitality f) Environment

5) Are you aware of promotional activity conducted by CCD?

a) Yes  b) No 

If No,

Would you like to know?

a) Yes  b) No 

6) Give your opinion about following factor:

Factors Highly Satisfied Neutral Highly not Not Satisfied

Satisfied Satisfied

a) Service

b) Hospitality

c) Music
d) Price Give
your
e) Promotional
Suggesti
activity
ons to
improve
the not satisfied factor.

_____________________________________________________________________

_____________________________________________________________________

7) Would you like to celebrate your special moments in cafe?

a) Yes  b) No 

8) Would you like to be a part of any CCD event conducted in future?

a) Yes  b) No 

9) Do event conducted by CCD influence you to visit Café

a) Yes  b) No 

10) Which of the following activities would influence you to visit CCD?

a) Birthday party 

b) DJ show 

c) Promotional Activities 

d) Food Fest 
 e) Any other 

11) What aspect of Café Coffee Day Need to be improve?

___________________________________________________________________
___________________________________________________________________

12) What is your opinion about the staff of Café Coffee Day?

a) Friendly  b) very friendly 

c) Rigid  c) Blank 

Also give your suggestion how you would like the team to treat you?

13) Would you like to be part of Pastry festival, if conducted by Café Coffee Day in near future?

a) Yes  b) No 
 Bibliography

Reference Books:

o Marketing Management : Philip Kotler

o Service Marketing: Valarie Zeithaml
o Customer Relationship Management :A sagadevan

Website:

www.cafecoffeeday.com

www.google.com

www.coffeeindustry.com

www.wikipedia.com