CAF COFFEE DAY

Introduction
A division of India's largest coffee conglomerate, the Amalgamated Bean Coffee Trading Company Limited (ABCTCL). V.G. Siddhartha, chairman It's a Rs. 750 crore, ISO 9002 certified company.

Asia's second-largest network of coffee estates 10,500 acres and 11,000 small growers

Coffee clients across the USA, Europe and Japan thus One of the top coffee exporters in the country.

Opened first caf in 1996 on brigade road in Bangalore.

Coffee day has six different divisions include caf coffee day.

Coffee day fresh n Ground

Coffee day Xpress

Coffee day Take away

Coffee day Exports

Caf coffee Day

Coffee day Perfect

CHAIRMAN

DESIGNATIONS & DEPARTMENTS

PRESIDENT
REGISTERED OFFICE AT CHIKMAGALUR

HEAD OFFICE HASSAN

CORPORATE OFFICE BANGALORE

STORAGE
PROCUREMENT

STORAGE
PROCUREMENT

CAF COFFEE DAY BEVERAGES

FRESH AND GROUND

PRODUCTION

PRODUCTION

PLANTATION

PLANTATION

EXPRESS EXPORTS
PLANTATION

AGENTS

PACKAGING

COFFEE + CCD wafer, mints, t-shit, bags, filters etc Packaged bottled water Merchandise was to reward coffee lovers Visibility made building brand coffee day

PROMOTING CCD Brand communication by tie ups with levis & worldspace radio In film promotions Sponsored Get Gorgeous by channel V Co-promotions within store sale of tickets for the Enrique Iglesias and Elton John concerts

EXPANSION & GROWTH Tie with BPCL & HPCL to open oulets at gas stations Tie in with WIPRO etc to open outlets in the office Partnership with ginger hotels Airline catering with Air Deccan and Go Air Plans to set up drivethrough Plans 50 outlets internationally

BREWING THE STRATEGY AT CCD

Percieved as a South Indian brand Most of the customers between the age group of 1529 Customers looked for a good experience than a good coffee Strategy by CCD Product selling to experience selling Revamp the logo Look n feel of its outlets and brand positioning New avatar targetted young people

CREATION OF PERFECT CAFE EXPERIENCE

Dipstick surveys on customer preferences, likes, dislikes, suggestion Wi-fi facility Co branding excersise with brands like worldspace satelite

The TG
belonging to middle or upper middle class CCD in its new positioning had a brand fit with the youth and the young at heart. Thus, people who were youthful or young in terms of age, outlook, or mindset qualified as CCD customers.

AGE GROUP

27%

29%

Teenage 20-24

25-29
44% Lounge cafs that combined the style and luxury of a lounge Garden cafs that offered customers the joy of rejuvenation Music cafs that provided customers the choice of playing their favourite tracks Book cafs that were essentially targeted at those who felt like browsing through a bestseller Highway cafs that provided the road weary travellers a cool and comfortable place

OWNERSHIP VS FRANCHISE CCD owned n managed all cafes Self owned= more expensive Greater control on product quality Franchise route in Coffee day Xpress Limited food/snack offering Franchise in case of foreign outlets

QUALITY ASSURANCE Operational manager: Checking business, Record keeping, Service , Check, feedback forms Food in charge : Storage of food, Production process of coffee, Coffee extraction etc.

COMPETITON US based Starbucks and other players like Java green, Barista, Mocha etc Italian coffee company Lavazza aquiring 100% of Barista Starbucks moving to india

LOGISTICS PROCESS
S1

S2 Unloading, quality check S3

S4
Storage & Inventory S5

S6 Packaging & Shipping

SUPPLY CHAIN
EARLIER
Monthly basis
BANGALORE LOCAL WAREHOUSE OUTLETS CHIKMAGALUR OUTLETS NEW DELHI LOCAL WAREHOUSE OUTLETS

Weekly basis

Daily basis
OUTLETS

Monthly basis Weekly basis

Daily basis
OUTLETS

NOW
BANGALORE

OUTLETS CHIKMAGALUR OUTLETS NEW DELHI OUTLETS

NEW SUPPLY CHAIN

DELHI TO RESPECTIVE OUTLETS

CHIKMAGALUR
FOOD HANDLING INVENTORY TO RESPECTIVE OUTLETS

BANGLORE

EQUIPMENT INSTALLATION

TRAINING

This process is possible by the step of taking over SHIVAM LOGISTICS by CCD