Case Study on

Café Coffee Day

 Coffee Plantations
 The promoter (V G Siddhartha’s) family has been in the
coffee business for more than 130 years.
 The Group owns 7,000+ acres and manages another 3,000
acres.
 ABCTCL are the largest producers of Arabica coffee in
Asia.
 Amalgamated Bean Coffee Trading Co or Coffee Day as
its known is the largest integrated coffee company in
India.
 Café Coffee Day currently owns and operates 213
cafes in all major cities in India.
 It is a part of India's largest coffee conglomerate
named Coffee Day, ISO 9002 certified company
 The group
owns plantations
retails coffee through exclusive outlets
 Key Features
 Pioneers of the Café Concept in India with the its
first Café at Brigade Road, Bangalore in 1996. This
Café was opened as a Cyber Café (first of its kind)
but later, with the burst of cyber cafes it reverted to
its core competency…. Coffee.
 Essentially a youth oriented brand with majority of
its customers falling in the 15-29 year age bracket.
 It is a place where customers come to rejuvenate
themselves and be themselves.
 USP of the Brand:
Affordable Price
 “CCD today has become the largest youth
aggregator, and from a marketing stand point, the
success has come by focusing on the 3As:
Accessibility, Affordability and Acceptability.”
 The brand fit is with youth or the young at heart.
 The company plans to scale-up its own stand-alone
outlets to 1,150 this fiscal. By 2015, it intends to touch
the 2,000 mark.
 Our Mission, Vision and Values
We believe in a world of sustainable farming…
 The mission of Coffee Day is to provide authentic, affordable
coffee to our customers. And, our vision is to be present in every
space where coffee can be an integral ingredient. We aim to be
one of the top three players, worldwide, in the coffee retail
segment. That’s a dream we live up to, and make real everyday…
 Values and Principles The age-old Indian value system has its
imprint on Coffee Day’s value system too. Coffee Day promotes
a healthy working environment, which encourages and fosters a
climate of openness, respect and innovation, along with Integrity,
Leadership, Ownership and Trust.
 Integrity: Coffee Day respects honesty within and outside the
company. The Group practices ethical business principles in law
and spirit, and strive to bring the best to the consumer.
 Cont…..
 Leadership is the essence of Coffee Day’s growth. Through
continuous innovation, research, networking and collaboration,
the Group strives to excel and stay ahead of competition.
 Ownership Coffee Day drives the sense of ownership for its
employees, providing opportunities for learning, knowledge
enhancement and continuous growth.
 Trust A strong foundation of trust encourages our people to
deliver their best. This trust is also extended to reflect in our
endearing relationship with our loyal and growing clientele.
 In all we do, we strive for Respect, Innovation and
Excellence…the fuel that drives our growth.
 Research & Development Lab,
Chikmagalur
 This high-tech Research and Development lab was founded in
2000 at Chikmagalur. Lead by Dr. Pradeep Kenjige, the lab
provides technical support to all divisions of Coffee Day, and
also helps in new product development and quality analysis of
existing products. The team comprises experts from
organizations like the CFTRI (Central Food Technological
Research Institute) and DFRL (Defense Food Research
Laboratory). The Research & Development lab works out the
formulae for the products, in consultation with experts and our
professional panel. This is followed by a stringent approval
process, after which the product is launched in the market by
our divisions.
 Roasting Unit, Hassan
 The shade grown coffees at Coffee Day are processed under stringent
quality processes at our two curing works, strategically located in
Chikmagalur and Hassan with a combined installed capacity of 70,000
tones.
 Mature coffee beans are picked and processed (pulped) on the same
day, following which the coffee is subjected to natural fermentation for
28 hours.
 The coffee is soaked in water for eight hours, sun-dried under
supervision for correct moisture levels. This controlled process takes
up to four days, depending on the weather conditions.
 Once dried, coffee is peeled, polished and graded.
 The flavor of the region is meticulously preserved by experts during
production.
 Coffee day Divisions
 Café Coffee Day
 Coffee Day Xpress
 Coffee Day Beverages
 Coffee Day Fresh & Ground
 Coffee Day Exports
 Cafe Coffee Day
 Pioneering the Coffee Café concept in India, Coffee
Day opened its first café at Brigade Road, still one of
the most happening places in Bangalore. The young and
the young at heart immediately took to the place. A
smart, simple space that they could call their own for a
while…Discuss, listen to conversations, hold short
meetings or even have a lot of good fun…all over
steaming cups of coffee. A little over a decade later, it is
still the largest organized retail café chain in India with
cafés across the landscape. Coffee Day today is totally
in tune with its target audience. It’s a rapport that’s as
strong as the deep red coffee day color.
 Coffee Day Xpress
 The stand up, walk away, take away Xpress café…It’s coffee
anytime and anywhere!
 Hot, piping coffee is most welcome anytime, anywhere. It’s
something that let’s you perk up, when you need a ‘zing’ to life
 Coffee Day Xpress caters to the mobile population of a city – always
on the move, always in a hurry. Packaged in an area of just 60 square
feet, Coffee Day Xpress believes in ‘keeping it short and sweet’!
Cofee Day Xpress is present in all the key city spots. ‘Wherever you
go, I am there’…that’s the motto of Coffee Day Xpress. No elaborate
decorations, just fresh, delicious snacks and steaming beverages that
come in convenient sizes. Just buy, sip, bite or munch…a smarter and
more efficient way of staying ahead of times! And, like a great buddy
you would like to bump into anytime, anywhere…Coffee Day Xpress
lives up to its promise of being wherever you are!
 Coffee Day Beverages
 Across innumerable campuses, or in Café Coffee
Day divisions, where people throng for something
hot and special. Coffee Day’s dispensing machines
Celesta and Sienna play a key role!
 Coffee Day Beverages deals with dispensing machines
that provide at the touch of a button, hot coffee and tea,
flavored milk and even soups through its machine
called Celesta. Just like heavenly music that flows to
soothe tired nerves and perk up withered souls, Celesta
dispenses beverages the way you need them.
 Coffee Day Fresh & Ground
 Freshly ground coffee, in mix and match flavors and ratios is the
specialty of Fresh & Ground.
 Fresh & Ground stores in markets and shopping points cater to
coffee lovers who love to make their own filtered coffee at home.
This traditional-thinking, quality conscious shopper is a royal
customer. They look out for freshness and quality, but want to throw
in a bit of their own character too. The freshly procured coffee from
plantations are packaged in the most hygienic way to ensure
consistency in freshness.
 Fresh & Ground specializes in authentic filter coffee, with region
specific blends of coffee and tea customized to demand. Besides an
affordable array of coffee powders, we also retail tea to the tea-
maker too.
 Coffee Day Exports
 Coffee Day Exports is truly the leader in growing, trading,
retailing and exporting world-class coffee…
 Coffee Day Exports is one of the largest exporters of green coffee
in India, since 1999. It has invested in research and development,
and applied the learning successfully to improve the promotion of
various coffee blends and augment its exports.
 Coffee Day Exports strongly believes that their responsibility
begins with the origins of the coffee bean - right from ensuring
ethical growing practices to packaging and retailing the product for
their customers. Coffee Day Exports is well versed with the
experience and technological proficiencies to provide its customers
with a wide assortment of well-positioned products. With regular
feedbacks from customers and advisors, and backed by research,
Coffee Day Exports continues to enhance their products.
 Marketing Mix
 Product mix
 Hot Coffee Granitas Melting Moments
Espresso Blood Orange Banana n’ Walnut
Cake
Espresso Americano Cool Blue Banana Caramel pie

Macchiato Pineapple Crush Cookies

Cappuchino Emerald Ice Marble cake
Café Latte Ruby Surprise Chocolate cake
Chococinno
Café Mocha
Irish Coffee
 Cont……
 International Coffee Smoothies Ice Creams
Colombian Juan Valdez Mango Colada Vanillia
Ethiopian Strawberry Colada Chocolate
Qahwah Seasons Best
Kenyan Safari
 Cold Coffee Cremosas Quick Bites
Sweet Mint Litchi Samosa
Brandied Banana Ginger Spice Puff
Tropical Iceberg Pina colada Pizza
Iced Eskimo Croissant
French Fries
Pasta
 Cont…..
 Coffee Add-ons Cool Refreshers
Honey Fruit Juices
Flavoured SyrupsMineral Water
Red Eye
Whipped Cream
Scoop pf Ice cream
Chocolate Sauce
 Teas
Assam Tea
Masala Chai
Lemon ‘n Ice Tea
Kashmiri Qahwah
Apple n Cranberry ice tea
 Merchandising
 At Café 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.
 Café Coffee Day sells var1ious young and trendy
merchandise through its stores