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resented by:roup 2 Abhitej Tripurari
.Girish P Pushpanjali Kumari .Santosh H R
Neha Awasthi
Vivek Surana
AF COFFEE DA
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a l o tcan
happen
..overf f
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FLASHBACK
Caf Coffee Day is a division ofAmalgamated Bean Coffee
Trading Company Limited,popularly known as,offee Day
.. .A Rs 750 crore
ISO 9002
certified
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KEY FEATURES
Pioneered caf concept inIndia in
.1996 Has 840 cafs in 125 citiesaround
.the country
(A youth oriented brand with majority customers falling-in 14 30
).year age bracket Has cafs in various
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&COFFEE DAY ITS SUB BRANDS
Caf Coffee Day -Coffee Day Xpress -Coffee Day Exports -Coffee Day Vending - &Coffee Day Fresh Ground
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CAF FORMATS
.1 Music Cafes
.2 Book Cafes
.3 Highway Cafes
.4 Lounge Cafes
.5 Garden Cafes
.6 Cyber Cafes
..they plan to open., ,sports cafe singles caf
..fashion caf
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USP OF THE BRAND (Accessibility strategically
)placed ( )-Coffee kaapi nirvana won a
silver medal at the WBC 2002 in
.Norway
UNIQUE FEATURES
It grows the coffee it
.serves They manufacture their
own
,furniture coffee
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PRODUCT
MIX Product Lines Teas
-Choc Lattes
Frosteas Fruiteazers Quenchers Small Eats Sundaes Sweet Eats Big Eats Merchandises ( & )Coffees Hot Cold
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CREATIVITY FACTOR
Description of the products isgiven in a very innovative
manner.
e v i l s O w n :G et wicked withthis caf frappe loaded with. ,chocolate and whipped cream Ah
,so sinful your mother would warn
.you against it - :o l d C h o c l a t t e ,Smooth
&creamy,cool chocolate milk shake
goes
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DIFFERENTIATION
Here products aredifferentiated through
.ngredients:-For instance
-coffee add ons- Flavored syrups
( , ,Hazelnut Caramel Toffee)Nut- Chocolate sauce- -Scoop of ice cream- Whipped cream
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POSITIONING
..Positioning is that ONE
..THING
for which the company is known
.forONE specific idea that firstcomes into the mind about the
.product
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PACKAGING
All packed products:-are
Informative( , . . .,ingredients M R P
&manufacturing,expiry date
nutrition,information)storage pattern
Attractive&eye catching
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PACKAGING OF THE CAFE
Its all about the place - h ex p e r i e n c e
..The caf is packaged well .Youthful environment .Use of young colours .Comfortable seating
.Appropriate lighting &Good use of black white.paintings
, , - &Music books Wi Finewspapers
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OBJECTIVES OF
PRICING Target rate of return(prices are not kept too
)low Meeting competition(prices are not kept too)high
Market share(the price for a hot cup
of coffee
)ranges from 30 to 60
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PRICING IN PRACTICE
No discounts are offeredPrices are not negotiable
:-ACT Caf Coffee Day outlets arecompany
& .owned company operated
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PROMOTIONS
They have a lot of promotional-strategies like co
,sponsoring movies conductingevents on the launch of a new,outlet changing menu
,seasonally introducing new.offers
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BRAND EXTENSION
Caf Coffee Dayteam has made acommendable effort in leveraging
the brand potential and the retail
opportunity by introducing manybrand extensions like Merchandises
-mints
-chocolates-cookies -youth newsletter Caf Beat
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PRODUCT LIFE CYCLE
Growthstage
Their aim is to open atleast
2000 outlets in India by
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CONSUMER SURVEY
COMPLAINTS:
---SERVICE RELATED
( DELAY, TAX, MIXUP, SWIPEMACHINE,LOUD MUSIC)
----EMPLOYEES RELATED(GIGGLING/GOSSIPING, RUDE,
LACK OF PASSION)
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---AMBIENCE RELATED( )ADVERTS
----OTHERS( ,HOME DELIVERY NO CLEAR)SEGMENTATION
:OSITIVES---AFFORDABLE
---IDEAL HANG OUT---CONSISTENCY
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COMPANY INITIATIVES
:MPLOYEE FACTOR( ,RIGOROUS SELECTION
, ,TRAINING CODE OF CONDUCT
)APPRAISAL:OOD FACTOR
( , ,PANEER TIKKA SANDWICH CORN SPINACH SANDWICH
, ,CHICKEN CHETTINAD ANDHRA CHICKEN PUFF)PARATHA CURRY NEW VARIETIES EVERY QUARTER
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FLEXIBLE MENU
BEVERAGES COLD BEVERAGES, TEA VARIETIES,
SHAKES/ JUICES AND ICECREAMS)
FUSION FOODS HUNGER MOOD, INDULGENCE, LIGHT
BITE, LOW CALORIE MOOD)
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THANK YOTHANK YO