Introduction Cafe coffee day

Cafe Coffee Day is a chain of coffee shops in India having headquarters in Chikkamagalur in Karnataka. A division of Amalgamated Bean Coffee Trading Company Ltd. It is commonly known as Cafe Coffee Day. It opened its first cafe outlet in 1996 on Bridgade road in Bangalore and today Cafe Coffee Day is considered as largest cafe retail chain in India. It has nearly 885 cafes in 138 cities. There are 120 cafes in Bangalore alone. Cafe Coffee Day sources from 5000 acres of coffee estates, the second largest in Asia that is owned by a sister concern and from 11000 small growers. It is one of the Indias leading coffee exports with clients across the USA, Middle East, Europe and Japan.

Atmospheric strategy of CCD

EXTERIOR ATMOSPHERICS Location: Location of CCD outlets plays a vital role in its success. Outlets are very well placed and are available at all prominent and popular places. CCD outlets can easily be accessed and one can easily find a CCD outlet in almost any market/location. In study we visited the cafe coffee day Cafe Coffee Day retail store in H pocket in Sarita Vihar. The location is a destination of many young people like college students and young corporate people who visit the place in large number during the evening hours. Outlet Space: The outlet in H pocket is not a big one but its reasonable keeping in mind the scarcity of available space. Parking place: There is sufficient parking place available for the people to come and park their vehicles near the outlet.

INTERIOR ATMOSPHERICS Interiors and looks: Cafe interiors have been given a whole, new and romantic look. In a change from the largely wood and granite based interiors, there is more of steel, glass and lots more colour now. The young colours of today red, cream, white and purple predominate. Their seating arrangement mainly consists of steel chairs and wooden sofas. Outlets are very well lit and gives a very bright feeling throughout the day.

Music : Inside the store soft music is played to attract customers and make them stay for longer time. Paint : purple and red coloured walls create a romantic look inside the store.

Merchandising: At Caf Coffee Day merchandise started more as a sentimental thing than as a 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. Caf Coffee Day sells various young and trendy merchandise through its stores: Caps T-Shirts Bags Mugs Coffee Filters Coffee Powders Coffee Mints Pens Process: The order process at Caf Coffee Day is based on self-service, where the customer goes to the counter to place his order. Whereas they have a flexible delivery process, where they wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on his table.

About pantaloons
Pantaloon Retail is the flagship enterprise of the Future Group, with a presence across multiple lines of business. The company owns and manages multiple retail formats that cater to a wide cross-section of Indian society. Headquartered in Mumbai (Bombay), the company operates through four million square feet of retail space, has over 140 stores across 32 cities in India and employs over 14,000 people... Pantaloon Retail forayed into retail in 1997 with the launching of its fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain. This was followed by Food Bazaar, a food and grocery chain. Next up was Central, a first of its kind located in the heart of major Indian cities. Some of its other formats include, Collection I (home improvement products), E-Zone (consumer electronics), Depot (books, music, gifts and stationary), ALL (a Little Larger, fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its e-business venture, futurebazaar.com. The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint venture companies with a number of

partners including French retailer Team group, Lee Cooper, Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next and Guess in India. Target market and Positioning of Pantaloons Pantaloons are positioned as a department store catering to the middle and upper-middle class sections at each of its locations. Its core offering is branded merchandise, retailing international, national and regional brands as well as private and proprietary labels. Today, a leader in Fashion Pantaloons promises Fresh Fashion for the entire family as well as the young and the young-at-heart. The belief is that they will be the key drivers of fashion. Thus it is a store focusing on providing a value for money proposition as it provides quality fashion products at an affordable price as compared to the competitors. Store location The location of a retail store occupies an important place in retail strategy. It not only conveys the image of the store, but also influences the merchandise mix and the interior layout of the store. While the merchandise mix can be changed and prices can be adjusted, it is difficult to change the decision on store location. Traffic The traffic pedestrian as well as vehicular that passes the site is an important determinant of the potential sales that can be generated from a store. A pantaloon is known to have good parking space wherever its located. Accessibility of the market Accessibility of a market is defined in terms of the availability of public transport and road/local trains connections to the markets. It is mostly located in posh locality in the center of the city. Further the easy availability of transport facilitates makes the location really accessible for shopping. Visibility Pantaloons is situated very close to the main road. Pantaloons being a three floor building have great visibility. To enhance the visibility pantaloons has put its sign board on the top of the building. Total number of stores and the type of stores that exist in the area Its presence area encompasses stores like Lifestyle, Trent; Adidas.which directly compete with Pantaloons. This is really disadvantageous for Pantaloons. Product Mix Offered The kind of product mix to be offered by the retailer is another important consideration. As mentioned earlier the main product line of Pantaloons is mens and womens clothing and other accessories comprising a vigilant mix of private as well as other labels...

Since Pantaloons provides products to a potentially large number of customers at affordable prices, it falls in the High Turnover - Low Margin Category Pricing Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from its own in house private brands such as John Miller.

All the merchandise is placed at both 360 degree and 180 degrees. The new launched products are showed by prominent color back ground. Window display is highly interactive for impulsive buyer. Price range is average. Store layout Pantaloons follows a free form store layout. No particular format is followed anything is placed anywhere but strategically. Pantaloons fall under following categoriesDepartmental stores, Malls, E-retailers Here when it comes to arranging the clothes, same type of clothes are put up together in different sizes so that same clothes are available for every size at one point only. Being a department store, Pantaloons exhibits an arrangement of merchandise in a freeform layout. Such a layout allows free movement and also encourages people to browse and shop with convenience. The floor space is allocated on the basis of the contribution of a particular department to business. As such, the Mens department has been assigned an entire floor. The total area of the entire store is approximately 50000sq.ft. However the most disappointing aspect about the layout was the presence of Toilets, Trial rooms and drinking water at adjacent places. This format was exhibited by all the three floors of the store. The layout of the store is modified on a regular basis by shifting the fixtures and display of the merchandise so that the customers develop a feel of novelty in the store.

Store design- Store Exteriors & Store Interior Pantaloons follows a theme based interior, like a corner is assigned to every brand and that brand put up its product as per its liking. Also the posters and ads for discounts and offers for them are put up there only Exteriors of pantaloons stores are very attractive & eye catchy. They put up fresh fashion collections on the dummies on the entrance.

The exterior appearance of a store silently announces what customers can expect inside. Good exterior visual merchandising attracts attention, creates interest and invites the customer into the business Exterior Store Design The location of the building is very prominent. It is very much closer to the main road. It has a modern look which is further enhanced by the silver finish as well as the green color appropriately resembling the brand. The name Pantaloons Urbania at the top of the building further enhances the stores visibility. The clothes and accessories available in the store are nicely put up at the windows of the building. At night the building is brightly lit up. The focus is largely on the name plate at the top. The entrance has an automatic door closing system. There is always someone to greet the customers entering the shop. Towards the immediate right of the entrance is the baggage counter. Also a wheel chair is kept for the disabled. As one proceeds, there is a customer grievances desk and a counter for green card members. A couch has also been placed near the desk, which is really comforting in case of a queue. Interior Store design Flooring and Ceiling The interior layout generates good brand associations through appropriate color combinations. The white color of the walls and floor coupled with the green color of the visual merchandise helps in portraying the brand effectively. Graphics and Sign ages Exactly opposite to the entrance gate of the store is a store directory mentioning the various sections/departments of the entire store (Ground, First and Second floors). On the right hand side wall is a sign gage (exactly opposite to the customer grievances desk) indicating the promotional schemes? However the directional signs are not quiet visible. Lighting Good lighting in a store involves more than illuminating space. Lighting is used to highlight merchandise, sculpt face and capture a mood feeling that enhances the store image. White lighting has been majorly used in the store so that the customers can identify the requisite colors

of the apparels. For lightening mostly focus lights are used for the clothes that are hanged on wall white lights are used but for toys section as well as shoes section yellow lights are used and even for the traditional wear yellow lights are used as this light match with the color of the products put up there and even make them look more eye catchy and attractive. Stores have transparent flooring furnished floorings. Music mostly there is rock as well as soft music no particular music beat is followed. Store security - well they have ample staff available with them to guide as well as to keep a check on the customers. Also they have cc cameras put up at various spots. Space Allocation and Utilization Furniture and fixturesGoods are effectively displayed on a variety of fixtures such as gondolas, tables, cubes, mannequins, waterfalls and other racks, display cases and manufacturer point- of -purchase display. Walk Ways and Entries:Approximately 75 % of first time customers remember a stores entrance, which provides the first and last view of the stores interior. A cluttered entryway causes shoppers to indefinitely postpone entering a store, while an attractive, well designed entrance is inviting to the customers and thats what pantaloons provides. Sound type and density Instrumental music is played over loud music in the store making the shopping environmental more serene and calm Odor type and density Like sound, odor too has a negative or positive impact on the atmosphere of the store. The strength (density) of the odor is also important. This is because, even if the odor is right but too strong or intense, the ultimate impact generated by it is negative. Considering pantaloons, perfumes or room fresheners are aired through the air conditioners. Visual merchandising- Merchandise Type and Density One can come across campaign graphics in the store with merchandise places near them. Mannequins are displayed with accessories to generate impulse purchases. Spot lights are

also focused on the visual merchandise so as to gain the attention of the customers. Pantaloon focuses on the latest fashion apparels. No rack is kept empty as it may create a negative impression in the minds of the customers. E.g. Concerning the T shirts department (especially in case of UMM Brand), one t shirt of a particular color or design is displayed, while next to it, on a shelf the same T shirt but with different colors is displayed. Fixtures Detachable fixtures with smooth edges are maintained in the store especially in the kids segment. Packaging The Products purchased by the Customers are packed in green colored Recyclable Plastic Bags. The bag is sealed with a tape bearing a statement Thank you for shopping ant Pantaloons on it. Merchandise Pantaloons have applied the concept of category management in its day-to-day merchandising function as against the traditional brand management merchandising practice followed by most retailers. Category managers look at sales and margins of each brand in a category. The whole idea of category management is to create products across length and breadth of a category at different price points, fabrics, design, shape, seasons, color and size. They are characterized by a broad variety, deep assortment. The Category manager develop a merchandising strategy for the category taking into consideration customer profile, classification, resource structure, vendors, fashion trends, items and price points. The category manager visit stores regularly to check assortments of merchandise displays, stock levels and old season merchandise, consult with team leaders and sales people on problems and suggestions. Although no concrete information was provided with respect to the ways of forecasting the sales and inventory planning, it was highlighted that a buffer stock of approximately 10-12% of the total stock is maintained in the store. Display Areas, Walkways & doors Pantaloons stores have very attractive display areas, in which they put the dummies, accessories & all. They have a broad walkway & doorways. Also there are small screens put up at various corners which are most visible, and which they show case ads of their own as well as other brands available there. Here each rack are placed in such a way so that consumers

can easily take their wanted products. Pantaloons have their own in house brands in Apparel as well as different sections. Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from its own in house private brands such as John Miller. All the merchandise are placed at both 360 degree and 180 degrees. The new launched products are showed by prominent color back ground. Window display is highly interactive for impulsive buyer.