...Marketing Mix Cafe Coffee Day The leading coffee chain across the world, Cafe coffee day has several products which appeal to the Indian audience and it has a price which is very much affordable for the upper middle class of India. The promotions are amazing and it has numerous retail outlets which are growing in number across India. This article discusses the marketing mix of Cafe coffee day. Product: Café 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 Café 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, therehas been only minor changes in the pricing policy of Café Coffee Day. The changes havebeen more due to the government taxes than any thing else Place: The strategy CCD has adapted is to place a cafe in every...
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...COMM 401: STRATEGY AND COMPETITON IDIVIDUAL CASE ANALYSIS: CAFÉ COFFEE DAY By: Presented to: John Molson School of Business Tuesday July 29, 2014 Problem statement Although India is traditionally known as a tea-drinking nation, Café Coffee Day (CCD) was able to grow the café culture and become the leading coffee chain in India. However, to keep maturing and be relevant, CCD needs to come up with ways to react to the entry of Starbucks in the market, which is the leading coffee chain company in the world. CCD should decide on how strong and forcefully it should react towards Starbuck’s entry, based on whether there is enough space for both brands to be provided in India’s growing market or not. Café Coffee Day should find ways to promote its brand in such a dynamic environment that is affected by all the various competitive brands and changing lifestyle of consumers. The following paper will analyze the external environment of the coffee market, the internal environment of Café Coffee Day. These will be taken into account when coming up with alternatives and recommendations that will help Café Coffee Day remain growing successfully and have a strong brand image in the market. External Analysis: The coffee industry will be analyzed firstly at the macro level through the PEST analysis, followed by an in depth look at Porter’s five forces and how they play out in this industry, and finally looking at the key success factors in this industry. PEST Analysis ...
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...corrective measures which are to deal with the immediate threats that Starbucks will bring and preventive measures which are to address the future threats of Starbucks. We will first look at the corrective measures which CCD should implement to deal with the immediate threat that Starbucks is bringing. As mentioned previously, Starbucks which offers premium coffee to a group of price insensitive customers, is going to threaten CCD's premium coffee business, specifically CCD's lounge and square in the short run. Hence CCD in order to reduce it susceptibility towards the threat of Starbucks to its premium coffee market, CCD should improve its brand equity in its premium coffee market so as to entice and retain its own customer base through improving its services and products offering in their premium coffee market stores and via mass marketing campaigns such as advertisement. CCD previously has advertised its brand through localised marketing initiatives and on site promotions however this lacks the effectiveness that mass marketing would bring. Hence by intensifying its mass marketing efforts to promote CCD's premium coffee products such as CCD's square and lounge, it would make CCD's products more recognizable and memorable for the public which would entice consumers to visit CCD's square and lounge. On the other hand, Starbucks which has a 'no advertising' strategy, can only depend on superior customer service and word-of-mouth to entice customers hence Starbucks would not be...
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...several macro-environmental factors into consideration, so that the strategy formulation process will be as sensitive to current and future environmental factors as possible.” (Business Mate.org,2010) 2.0 Introduction 2.1 History The coffee tree café, the only place with traditional brew authentic white coffee of Ipoh, is the leading Malaysia food restaurant in Malaysia with a rapidly developing consumer brand and growing customer base. Our café was founded by a group of young people who hold the warm heart to publicize the traditional Malaysia food and coffee. Our first outlet established in KLCC of Kuala Lumpur on 25, Oct 1999. Then we soon open chain shops in Penang, Melaka, Genting, Kuching, Kota Kinabalu and other major cities of Malaysia. Now, over 12 years, The coffee tree café has grown into one of the largest family run coffee and traditional food companies in Malaysia. Along the way, our café, The coffee tree café, had become the model for a successful coffee and traditional food company. 2.2 Product range In our restaurant, we offer Malaysia traditional food and drinks. Our café open for 24 hours and offer breakfast, lunch, afternoon tea, and dinner. * Coffee: * Ipoh Original White Coffee including Ipoh Town enrich...
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...BARISTA VS CAFÉ COFFEE DAY – A COMPARATIVE STUDY THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, NEW DELHI Table of Contents Topic Synopsis Section 1: Introduction - The Coffee Café Industry 1.1 Evolution of Coffee Cafés 1.2 The Coffee Café Industry 1.3 Growth of the Café Industry in India Research Methodology Section 2: Case Study on Barista 2.1 Corporate Profile 2.2 Marketing Mix 2.3 Human Resources Section 3: Case Study on Café Coffee Day 3.1 Corporate Profile 3.2 Marketing Mix 3.3 Human Resources Section 4: Market Survey 4.1 Survey Methodology 4.2 Characteristics of Visit 4.3 Comparative Rating 1 Section 5: Conclusion 5.1 Areas of Excellence 5.2 Areas needing Improvement 5.2 Recommendations & Suggestions Annexure I Primary Questionnaire 1 II Primary Questionnaire 2 Bibliography 2 SYNOPSIS The objective of the thesis is “To compare and study Barista & Café Coffee Day, identify areas of excellence and areas needing improvement; and provide suggestions for such improvement”. The aim of this Thesis is to successfully compare two 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. Barista and Café Coffee Day were chosen because of their identical pattern of functioning and growth. They are the only two major players in the national coffee café industry, and their customers consider both as interchangeable...
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...BRAND PERCEPTION OF CAFÉ COFFEE DAY (CCD) IN REGARD TO CONSUMER TASTES AND PREFERENCES ACKNOWLEDGEMENT In performing my assignment, I had to take the help and guideline of some respected persons, who deserve my greatest gratitude. The completion of this assignment gives me much Pleasure. I would like to show my gratitude to Mr Anish Yousef, Mentor, Q1410 for giving me a good guideline for assignment throughout numerous consultations. I would also like to expand my deepest gratitude to all those who have directly and indirectly guided me in writing this assignment. In addition, a thank you to Varun Sir, who introduced me to the Methodology of work, and whose passion for research methodology has long lasting effect Many people, especially my classmates and team members itself, have made valuable comment suggestions on this proposal which gave me an inspiration to improve my assignment. I thank all the people for their help directly and indirectly to complete my assignment. AMBUJ VERMA DECLARATION I hereby declare that the project entitled “BRAND PERCEPTION OF CAFÉ COFFEE DAY (CCD) IN REGARD TO CONSUMER TASTES AND PREFERENCES” submitted for the CA 2 is my original work and the project has not formed the basis for the award of any degree, associate ship, fellowship or any other similar titles. (AMBUJ VERMA) Place: Date: Table of Contents INTRODUCTION 5 Literature Review 6 THE DEFENDING CHAMPION 7 UPHILL TASK 8 TREND FORECAST 8 TARGETING DIFFERENT...
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...Strategy Promotion We decide to plan for the Coffee Café to create seasonal promotion event for our customers. The promotion model represents a special form of advertising that attracts more and more customers. For example, Coffee Café provide “Buy 1 Free 1 Promotion” or offers discount of items when the customers purchased in promotion time. The items typically include foods and drinks; we also make different and new variety of foods and drinks in every season. The seasonal promotion event will hold in a day of every month as remembering the date of Coffee Café established. The main objective is getting to attract the customers’ attention from the promotion. It also assures them enjoying satisfaction and benefits in Coffee Café and able to help us share to others effectively. Besides, Coffee Café plans to choose Chopink, a cardless loyalty system developed by Werebits, to be integrated with its point-of-sale (POS) system. Chopink, it is a mobile phone app that will essentially replace Coffee Cafe’s paper-based loyalty chop cards as part of the brand’s customer engagement and retention efforts in driving business growth. Chopink’s cloud-based application provides us with a simple and innovative customer engagement solution to advance our business. With the increased use of mobile apps among consumers these days, the integration of Chopink will help the brand adapt quickly to this new consumer behaviour. With Chopink, Coffee Café will be able to identify, track and interact with...
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...Executive Summary The primary purpose of this report is to state the marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum of 100 customers...
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...MILLER Starbucks Coffee Company en el siglo XXI En la mañana del 19 de marzo de 2008, 6.000 accionistas de Starbucks se reunieron en McCaw Hall en Seattle para la reunión anual de la compañía de café. El primero en la fila apareció en las afueras de la fachada de vidrio del edificio mientras todavía estaba oscuro y poco tiempo después el salón de actuaciones estaba abarrotado.1 A medida que la multitud entraba, un equipo de empleados de Starbucks repartía tazas de café caliente, mientras que otro grupo escribía en tarjetas blancas los comentarios de los accionistas sobre la compañía.2 Desde el horizonte de Seattle por la mañana hasta el grupo de trabajadores con delantales verdes, el ritual anual se llevó a cabo de acuerdo con la tradición de Starbucks. Pero para la compañía icónica, este no había sido un año común. Starbucks se inició en 1971 como una compañía tostadora de café con casa matriz en Seattle. En esa época, el mercado de café más grande estaba dominado por las marcas de supermercado, tales como Folgers y Maxwell House, y el consumo per cápita de café estaba cayendo.3 Sin embargo, durante las siguientes dos décadas los vendedores de granos de café especiales y de alta calidad comenzaron a atraer un séquito de nichos.4 En 1987, el empresario Howard Schultz compró Starbucks con el objetivo de introducir la cultura del café al estilo europeo en el mercado estadounidense. Bajo el amparo de Schultz, Starbucks difundió la cultura de bebidas de café personalizadas y de...
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...PRODUCT: As the name suggests, their primary product is coffee. Café Coffee Day (CCD) serves many different varieties of coffee. Adapting to the local hot climate, CCD has introduced the Tropical Iceberg, which has become one of their best-‐selling coffees. There are also seasonal favorites such as Frappes in the summer and hot chocolate in the winter. Apart from this, they also have small snacks such as mini pizzas and burgers. They also have region specific food including biryani and sandwiches with Indian spices in the South and samosas in the North. They also have merchandise that caters to the younger generations. This includes caps, funky t-‐shirts, etc. Apart from merchandise, they also sell coffee powder, filters, and machines. Not a brand just to be tied down by just coffee, they also sell tea bags in various flavors. PRICE: As mentioned earlier...
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...Starbucks Coffee Estudio de caso: Claudio Covacevich P. Preparado por Starbucks Corporation (NASDAQ) es una cadena internacional de café fundada en Seattle, Washington. 1. Es la compañía más grande de café del mundo, con aproximadamente 16 000 locales en 44 países. Historia En Estados Unidos, hablar de café es pensar en Starbucks. La sorprendente cadena de cafeterías norteamericana va camino de lograr lo que un día se propuso su principal impulsor y máximo responsable de su estrategia, Howard Schultz: convertirse en la marca más conocida y respetada del planeta. Asentada en un concepto muy específico de servicio al cliente y propulsada por una agresiva y fulgurante expansión nacional e internacional, la compañía ha logrado que su popular sello de identidad Historia Todo empezó con una cafetería en Seattle en 1971, y en poco tiempo comenzó su crecimiento a escala local, entrando en el negocio de la importación de café y tostando el grano en una planta propia. El negocio dio un giro de 180 grados cuando, en 1982, Howard Shultz entró en la compañía encargado de dirigir las tareas de marketing y de gestión del negocio minorista. El directivo realizó un viaje a Italia en 1983 en el que descubrió el encanto de las cafeterías de Milán, el sabor de los “espressos” y el placer de pararse a saborear una taza de café en un entorno agradable. Convencido de que ese Historia La visión de Schultz se tradujo en locales acogedores, en los que los clientes podían...
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...PONTIFICIA UNIVERSIDAD CATOLICA DEL PERU ESCUELA DE GRADUADOS TESIS PARA OBTENER EL GRADO DE MAGÍSTER EN ADMINISTRACIÓN ESTRATEGICA DE NEGOCIOS OTORGADO POR EL CENTRO DE NEGOCIOS DE LA PONTIFICIA UNIVERSIDAD CATOLICA DEL PERU PLANEAMIENTO ESTRATÉGICO PARA EL SUB SECTOR CAFETALERO DEL PERU: PERIODO 2006 AL 2011 PRESENTADA POR: Sr. MARCO LOAYZA OJEDA Sr. MANUEL ORTIZ SÁNCHEZ Sr. LUIS OLIVO VALENZUELA Srta. CLAUDIA CHANG BECERRA Asesor: Profesor FERNANDO D’ALESSIO IPINZA Surco, febrero de 2006 AGRADECIMIENTO Expresamos nuestra gratitud: A los profesores de CENTRUM por compartir sus conocimientos y experiencias. A nuestro Asesor Fernando D’Alessio Ipinza, por su denodada dedicación, acertadas sugerencias, motivación constante y la confianza transmitida, que fueron factores claves para la obtención del resultado final. ii A mis queridos padres y hermanas A Belinda, mi amada esposa A Gonzalo, mi hijo adorado A todos ellos, mi más grande agradecimiento, por su confianza y apoyo inagotables Marco Antonio A mis padres, mis hermanos A Amalia mi querida esposa, A Manuel, Carmen Elena y David mis entrañables hijos, A todos ellos mi profundo agradecimiento por su sólida fe y apoyo incondicional Manuel iii A mis Padres, A mi Hermana Ana A mi querida Esposa Nadia, A Christian y Nicole mis hermosos hijos, A todos ellos mi gratitud por el apoyo brindado y A DIOS por estar siempre en mi. Luis Alberto A Carlos y Meche, mis padres A Carola, Jocelyn...
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...JavaNet Internet Cafe is to be the first high tech internet cafe in Eugene, Oregon. The cafe will provide computer equipment, as well as high speed internet access as well as coffee and bakery items. The appeal of this company is to provide advanced internet services to the public that may not be affordable in home use. Also, the business plan includes a training staff to assist new internet users in learning the basics of the internet. The goal of this plan is to provide an upscale social and educational environment for those who desire internet access as well as social interaction and technical assistance. Strengths JavaNet has sought out knowledgeable staffs that are eager to teach internet basics to new users. They have purchased state of the art equipment which will appeal to users who may not be able to afford the best equipment in their home or office. The company will offer a higher-class environment than other coffee houses or internet cafes. The amenities will include hard wood tables and booths, track lighting, local art, and upscale coffee house equipment. The business appears to have sufficient capital from grants and investors to maintain operations for the first year. The small scale of the business requires only a small staff, and the business model appropriately includes the necessary management. The market segments are accurately identified as a split between new internet users, and the more experienced "power users". The business plan includes...
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...CASO DE ESTUDIO: STARBUCKS A finales de 2002, Christine Day, vicepresidente de administración de Starbuks para USA, estaba sentada en la sala de conferencia del séptimo piso del edificio de Starbucks en Seattle y bebía su segunda taza de “toffee-nut latte”. La bebida, un café con sabor a nuez acaramelada con crema batida y espolvoreado de caramelo, era la costumbre tradicional de cada tarde para Christine Day desde que se introdujo el producto a principio de año. Mientras esperaba a sus colegas, Christine comenzó a reflexionar sobre la reciente performance de la empresa. Mientras otros negocios se tambaleaban desde la recesión posterior al 11 de Setiembre, Starbucks disfrutaba su undécimo año consecutivo de crecimiento del 5%, que hizo que su fundador y presidente Howard Schultz declarara: “Pienso que hemos demostrado que estamos en presencia de un producto a prueba de recesion”. Christine Day, no obstante, no era tan optimista. En parte porque la reciente investigación de mercado de Starbucks reveló algunos hallazgos no esperados. “Nosotros siempre hemos estado orgullosos en nuestro servicio al cliente”, dijo Christine Day, “Pero de acuerdo a los datos, no siempre conocemos las expectativas de ellos en el área de satisfacción del consumidor”. Como resultado de esta preocupación, Day y sus asociados han diseñado un plan para invertir u$s 40 millones anualmente en las 4500 tiendas de la empresa que implicaría adicionar 20 horas de trabajo por semana por tienda, con la idea...
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...3 Importancia de la Empresa del Café en Puerto Rico ………………………………….............. 5 Área sembrada 1961-2010………………………………………………………………………..… 6 Producción 1961-2010……………………………………………………………………………….7 Precio en Finca 1961-2010………………………………………………………………………….8 Situación y Perspectiva: Precio……………………………………………………………………..9 Valor Bruto en la Finca 1961-2010……………………………………………………………….10 Importaciones 1981-2009…………………………………………………………………………..11 Exportaciones 1981-2009…………………………………………………………………………..12 Consumo Local 1981-2009………………………………………………………………………...13 Situación y Perspectiva: Agricultor……………………………………………………………….14 Situación t Perspectiva: Beneficiador…………………………………………………………….15 Situación y Perspectiva: Torrefactor……………………………………………………………..15 Situación y Perspectiva: Protección Arancelaria……………………………………………….16 Situación y Perspectiva: Importación de Mano de Obra para la Cosecha……………….…17 Alternativas de Desarrollo………………………………………………………………………....18 Recomendaciones de Política Pública……………………………………………………………20 Principales Problemas de la Industria Cafetalera…………………………………………...…22 Prioridades de Investigación……………………………………………………………………....23 Investigación de Exportación… …………………………………………………………………..25 Requisitos de Exportacion………………………………………………………………………….27 Referencias……………………………………………………………………………………………31 Introducción Uno de los objetivos principales del proyecto fue identificar y evaluar mercados potenciales para la exportación de café de Puerto Rico. Para cumplir con...
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