...Marketing Research PROJECT PROPOSAL FEASIBILITY OF OPENING A CAFÉ COFFEE DAY (CCD) IN KUNNAMANGALAM, CALICUT Akshay Jadhao, Indian Institute of Management, Kozhikode Note: This is “Just a Project Proposal and Methodology document” (NOT a research paper). Actual research is being conducted at Indian Institute of Management (IIM), Kozhikode by the author on this project and original research paper will be available soon. The sole purpose of this document is to help students and researchers who are interested in marketing research, especially in Indian coffee market. 1 PROJECT PROPOSAL RESEARCH QUESTION: To check the feasibility of opening a Café Coffee Day (CCD) in Kunnamangalam, Calicut, Kerala (India) INTRODUCTION As per the research done by KPMG (KPMG Report on Consumer Market, 2005) on the consumer markets in India, greatest potential for growth opportunity in the organized retail sector is in the food and beverage sector. It’s projected that food and beverage retailing will grow at 9.2 percent over the next five years against a total GDP growth rate of around 7 percent. An important factor to be considered is the changing pattern of spending by the Indian consumer. There is growth in the disposable incomes and as a result the markets are changing fast and are leading to more urbanization kind of lifestyles. India as a market is more relevant because of the demographic advantage it has over other economies. As a result here young working...
Words: 3142 - Pages: 13
...Marketing Research PROJECT PROPOSAL FEASIBILITY OF OPENING A CAFÉ COFFEE DAY (CCD) IN KUNNAMANGALAM, CALICUT Akshay Jadhao, Indian Institute of Management, Kozhikode Note: This is “Just a Project Proposal and Methodology document” (NOT a research paper). Actual research is being conducted at Indian Institute of Management (IIM), Kozhikode by the author on this project and original research paper will be available soon. The sole purpose of this document is to help students and researchers who are interested in marketing research, especially in Indian coffee market. 1 PROJECT PROPOSAL RESEARCH QUESTION: To check the feasibility of opening a Café Coffee Day (CCD) in Kunnamangalam, Calicut, Kerala (India) INTRODUCTION As per the research done by KPMG (KPMG Report on Consumer Market, 2005) on the consumer markets in India, greatest potential for growth opportunity in the organized retail sector is in the food and beverage sector. It’s projected that food and beverage retailing will grow at 9.2 percent over the next five years against a total GDP growth rate of around 7 percent. An important factor to be considered is the changing pattern of spending by the Indian consumer. There is growth in the disposable incomes and as a result the markets are changing fast and are leading to more urbanization kind of lifestyles. India as a market is more relevant because of the demographic advantage it has over other economies. As a result here young working populations drive personal...
Words: 3142 - Pages: 13
...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...
Words: 7184 - Pages: 29
...the South Indian consumer with the North Indian. Further still, the consumer in the metros militates with his usage and habit patterns. The Indian consumer, is therefore very difficult to understand and very difficult to predict. Tea and Coffee are the favourite drink in India especially tea. A quiet cafe revolution is sweeping urban India with the explosion of coffee bars. That is bad news for tea - still the favourite brew for a majority of Indians -which has been losing out to coffee in recent years. India is one of the world's largest exporters of tea and one of its biggest consumers. However, it is coffee drinking which is increasingly becoming a statement of young and upwardly mobile Indians. Moreover, coffee bars, an unheard of concept until a couple of years ago, are suddenly big business. Coffee is slowly but surely substituting tea. There is also rise in the consumption of coffee. The specialty coffee movement has gained much of its momentum through the efforts of companies like Barista, Café Coffee Day and Starbucks. Coffee shops in India were pioneered by Barista coffee house followed by Café Coffee Day and Barista was opened in India in 1999. In India CAFÉ COFFEE DAY and BARISTA are the most popular and well-known cafés. The college crowd rates them as one of the coolest hangouts. These companies sell similar product but their positioning and target audience are very different from each other. These players not only sell coffee and tea but also food and other merchandise...
Words: 13005 - Pages: 53
...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...
Words: 4111 - Pages: 17
...Cafe Coffee Day 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...
Words: 4113 - Pages: 17
...INTRODUCTION Café Coffee Day is a chain of coffee shops in India having it's head quarters in Chikkamagaluru, Karnataka. A division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), it is commonly known as Coffee Day or CCD. It opened its first cafe in 1996 on Brigade Road in Bangalore, and today has the largest cafe retail chain in India - with 650 cafes in 110 cities. Headquartered in Bangalore, a majority of its cafes are also located in Bangalore. The cafe chain has had much success riding, and to some extent creating, the cafe culture wave that swept across metropolitan India following strong economic growth resulting in an increase in youth spending power. It has even tied up with WorldSpace and Microsense to enable its cafes with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle Road, Bangalore. CAFÉ COFFEE DAY VALUES- PRISM [pic] PRIDE - I take pride in my work and in my organization. RESPECT - I respect my customers, my subordinates, my peers and my superiors. INTEGRITY - I will show the highest level of integrity towards my work and my company under all circumstances. SELF - DISCIPLINE - I will imbibe and practice self-discipline in all my daily activities. MOTIVATION - I will always be motivated to give the best for my organization, my team and my customers. COMPANY HISTORY Amalgamated Bean Coffee Trading Company Limited (ABCTCL) is an entrepreneurial venture of Chairman...
Words: 14250 - Pages: 57
...layer. The power efficiency is increased with a piezoelectric substrate. Quantum wires are formed with higher wave intensity, and quantum dots are formed with the interference of two waves. Such methods have applications in electronics. Excitons are preserved for longer times with the use of an acoustic charge transport system, which allows for the development and implementation of optoelectronic delays and storage devices. A common goal of much of today’s technological development is finding ways to make existing technology smaller or more efficient. This is especially apparent in electronics, where a constant push is made to make devices smaller, lighter, and more powerful. Acoustic charge transport (ACT) is a relatively new concept and technique which has applications in both electronics and optoelectronics, which uses light instead of electricity. Not only does ACT have applications in these areas, it has distinct advantages by being smaller and more efficient than currently employed systems. Acoustic charge transport, as the name suggests, is the moving of charge through the use of acoustic waves. The charge that is transported consists of electrons forming a lowdimensional layer, residing in a semiconductor film called a quantum well. The layer of electrons is called low-dimensional because it forms a quasi-two-dimensional electron system, a layer of electrons so thin that the third dimension is negligible. To perform ACT, a sound wave, called a surface...
Words: 1783 - Pages: 8
...electron layer. The power efficiency is increased with a piezoelectric substrate. Quantum wires are formed with higher wave intensity, and quantum dots are formed with the interference of two waves. Such methods have applications in electronics. Excitons are preserved for longer times with the use of an acoustic charge transport system, which allows for the development and implementation of optoelectronic delays and storage devices. A common goal of much of today’s technological development is finding ways to make existing technology smaller or more efficient. This is especially apparent in electronics, where a constant push is made to make devices smaller, lighter, and more powerful. Acoustic charge transport (ACT) is a relatively new concept and technique which has applications in both electronics and optoelectronics, which uses light instead of electricity. Not only does ACT have applications in these areas, it has distinct advantages by being smaller and more efficient than currently employed systems. Acoustic charge transport, as the name suggests, is the moving of charge through the use of acoustic waves. The charge that is transported consists of electrons forming a lowdimensional layer, residing in a semiconductor film called a quantum well. The layer of electrons is called low-dimensional because it forms a quasi-two-dimensional electron system, a layer of electrons so thin that the third dimension is negligible. To perform ACT, a sound wave, called a surface acoustic...
Words: 1783 - Pages: 8
...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 possible location where some business can be generated.This is a prime factor in determining the success of a retail chain. Café Coffee Day looks to cater to their target market with strategically located outlets. Their outlets are generally located in High Street/ Family Entertainment Centers, gas stations, near Collegesetc . Promotion: CCD is involved in all the areas of serious...
Words: 659 - Pages: 3
...Marketing Plan for Melto-Point Cafe Coffee Industry Coffee Market in India Coffee is one of the most popular beverages in the world. The beverage industry in India has gained importance in the last few years. The beverage retail has become a fashionable concept today. A significant change in this industry in particular has been the growth of coffee industry. India had been traditionally tea drinking country for ages. Recently, a new mode of distribution for coffee has emerged in form of coffee chains. The coffee consumption by Indians has increased in the last 4 to 5 years. The coffee demand was 169 MT in 1990-91 has increased to 306 MT in 2003-04 and had increased to 405 MT in 2010. Traditionally coffee in India was restricted to the south and that too, predominantly in people’s home. The size of organized coffee retailing is $185 million. Industry PEST Analysis Political: The relationship and the trade practices between the coffee producing nations and where the retail chain is operating should be good so that it propels the market growth in the operation country and in turn benefits both the countries. Also land acquisition is an important factor for setting up the store which is influenced by many political factors. Also there are many state and local government norms and legal procedures which need to be satisfied. Economic: India’s GDP and per capita income is on the rise. It clearly depicts the improved and increased purchasing power of the people as disposable...
Words: 2432 - Pages: 10
...testing of naval aircraft, Frederick G. Weighart and James F. McNulty at Automation Industries, Inc., then, in El Segundo, California co-invented the first apparatus to generate a digital image in real-time, which image was a fluoroscopic digital radiograph. Square wave signals were detected on the fluorescent screen of a fluoroscope to create the image. These different scanning ideas were the basis of the first designs of digital camera. Early cameras took a long time to capture an image and were poorly suited for consumer purposes. It wasn’t until the development of the CCD that the digital camera really took off. The CCD became part of the imaging systems used in telescopes, the first black-and-white digital cameras in the 1980s. Color was eventually added to the CCD and is a usual feature of cameras today. Great strides have been made in the field of digital imaging. Negatives and exposure are foreign concepts to many, and the first digital image in 1920 led eventually to cheaper equipment, increasingly powerful yet simple software, and the growth of the Internet. The constant advancement and production of physical equipment and hardware related to digital imaging has effected the environment surrounding the field. From cameras and webcams to printers and scanners, the hardware is becoming sleeker, thinner, faster, and cheaper. As the cost of equipment decreases, the market for new enthusiasts widens, allowing more consumers to experience the thrill of creating their own images...
Words: 1151 - Pages: 5
...vs. Organic keepers such as “The Queen Bee.” (The woman in Arizona) Commercial beekeepers routinely kill the queen after only a few months and replace her with a younger artificially raised one. Beekeepers remove the queen from the hive, pinch her head and then introduce a surrogate in a cage. The cage prevents the colony from killing the foreign queen until the adapt to her scent. They also use insemination collected from male drones. They do this to select from certain traits. Another method is the practice of taking honey away from the hives and replacing it with sugar syrup. Organic beekeepers do not feed the bees sugar syrup they also are against the use of Miticides. 2. Discuss the various things that are thought to contribute to CCD. Of these, which is thought to be the most significant factor? What evidence is there to support this? Scientists turned to farming methods to explain the collapse of bees. They thought the use systemic pesticides, such as Gaucho an Poncho, were reasons why bees die. They found pesticides, but they did not know what they were doing to the bees. You would be able to see the dead bees around the hive. However, there were no dead bees in sight. 3. Why do the American Beekeepers have a difficult time selling honey? How can this contribute to the problem facing the bees? It is hard for American Beekeepers to sell honey because they are forced to go migratory because they cannot sell their honey and make a living, which forces them to go...
Words: 741 - Pages: 3
...people suffer from disorders. Existing technology like X-ray and endo-scopes were unable to identify or investigate about small intestine. So the only option left was surgery and which was very crucial if the physician does not know which part of the small intestine is affected. So his friend encourages him to come up with better technology. Due to technology revolution after decade small video cameras which uses image sensors like CCDS (Charge coupled devices) has been developed. With his knowledge from developing the eye of guided missile he tried to make small missile like device which could travel through the intestine without a life line leading to the outside of the body and transmit images wirelessly to a receiver outside of the body. He has also done small experiment on chicken with his developed camera and as he succeeds he got more encouragement but he found battery of that camera get exhausted in few minutes. So he developed a prototype CMOS (complementary metal oxide semiconductors) which only consume a fraction of power then CCD and applied for an initial patent on this camera device. Gaviel Meron the CEO of Applitec Ltd., company which makes small endoscopic cameras had founded Given Imaging (GI – gastrointestinal, V – video, EN – endoscopy) to develop and market the technology....
Words: 701 - Pages: 3
...TASK 1 (a)Introduction to CCD Cafe Coffee Day is a part of India's largest coffee conglomerate, the Amalgamated Bean Coffee Trading Company Ltd (ABCTCL) and is India's favourite coffee shop, for the young and the young at heart. It is also the largest producer of Arabica beans in Asia exporting to various countries including USA, Europe and Japan. Started as a retail restaurant arm of ABCTC in 1996, the first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka, it has today rapidly expanded across various cities in India with more than 1000 cafés open across the nation and is the largest organized retail cafe chain in the country. Cafe Coffee Day has recently expanded outside India with its outlets in Karachi, Vienna, Dubai and Prague. It also has laurels in its kitty like: "The Most Popular Hangout Joint Amongst Youth" at the 3rd Global Youth Marketing Forum in 2011 and "India's Most Popular Coffee Joint" The Indian Hospitality Excellence Awards also named it in 2011. Today Cafe Coffee Day is at the forefront of the coffee revolution. CHALLENGES: The coffee culture is changing today. To be able to identify benefits with the culture we need to know what the culture looks like today. Since it is a relatively new topic there has not been done a lot of research and we hope to gain more knowledge through empirical studies. Café Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL)...
Words: 3227 - Pages: 13
