RETAIL MIX ANALYSIS OF CAF COFFEE DAY AND COSTA COFFEE

SUBMITTED TO: PROF. ASHWIN BHATIA

SUBMITTED BY: SHUBHADIP BISWAS FT-10-948 SEC-A PGDM 10-12 IILM GSM

Caf Coffee Day is a chain of coffee shops in India with its headquarters in Chikkamagaluru, Karnataka.It is a division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL) and is commonly known as Coffee Day or CCD. It opened its first cafe in 1996 on Brigade Road in Bangalore and today is the largest cafe retail chain in India, with 1000 cafes in 141 cities and many in its base, 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 offers satellite radio and Wi-Fi at some stores via its tie-ins with WorldSpace and Microsense respectively. Costa Coffee is a coffeehouse company based in the United Kingdom founded in 1971 by Italian brothers Sergio and Bruno Costa, as a wholesale operation supplying roasted coffee to caterers and specialist Italian coffee shops. Since 1995 it has been a subsidiary of Whitbread, since when the company has grown to over 1700 stores in the UK and abroad.

RETAIL MIX OF CAF COFFEE DAY: PRODUCT AND PRICE:

Caf coffee day is offering various types of food items and beverages. Products offered: Hot coffees: 1. Expresso- The original Italian-strong and dark small but packs a punch. The Godfather of coffee44 /2. Macchiato- Espresso's punch smoothened and mellowed by a dollop of foamed milk57/3. Caf mocha- Espresso with hot milk and sinful chocolate sauce. Just the right mix for indulgence76 4. Irish coffee- Coffee, sugar, cream and the smooth flavour of non-alcoholic whiskey--76 5. Cappuccino- A belly of Italian Espresso smoothened with steamed and foamed milk53/-;61/-;66/6. cafe latte- A light milky coffee and a shot of espresso with steamed milk - the recipe for happiness57/-;67/-;78/7. black coffee- Ebony and Ivory served hot. A double shot of espresso with hot water, served with milk on the side57/8. Chococinno- Special King Size Cappuccnio, doused in chocolate. Disturbingly delicious78/-

Cold coffes: 1. Caf frappe- ice blend cold coffee on ice. Tastes smooth and creamy, without milk78/2. devils own- Get wicked with the caf frappe loaded with chocolate and whipped cream. Ah, so sinful!106/3. Mochachillo- delicious combination of coffee and chocolate and chocolate poured over ice. Bye bye summer70/4. iced Eskimo- Finally a coffee that can wire you up and cool you down at the same time. Very rich, very cool with a strong coffee edge66/5. kappi nirvana- A silver prize -winner at the WBC 2002 in Norway! A chilledout Espresso with subtle Caribbean flavours topped with whipped cream and chocolate vermcelli.106/6. tropical iceberg- Chocolate? Coffee? Simple, get them both in this cocoa flavoured chiller.66/7. chill-o-coffee- Savour rich and delightful coffee tones iced to perfection76/8. choco frappe- More chocolate and more ice cream. Now if only the world was more like this106/-

fruiteazers: 1. strawberry shake- Sweet, fruity and irresistibly good75/2. strawberry soda- Strawbrrry sweetness, fizz of soda keeps you bubbling with excitement66/3. lynchee chill- Delight in the lusciousness of lychee in a smooth creamy potion75/4. black currant blast- Sit back, relax, and enjoy the sweet ride88/5. green apple soda-- The freshness of green apples and fizz of soda - a perfect drink to beat the heat66/6. cool blue- Bright blue and tangy ice slush. A favourite with children below 18 years. And above 18 years70/7. mango shake- Indugle in a rich cremay mango shake. Pefect potion for all seasons.88/8. strawberry blush-blush of strawberry75/hot teas: 1. lemon tea- Refreshing black tea, with a wicked twisr of lemon58/2. Darjeeling tea- A light and flavourful cup of tea enjoyed best without milk Blissful58/3. Assam tea- Heavy-bodied Assam tea: a strong pick-me -up. No reservation required58/4. Garam masala tea- A strong cup. Tea with Indian spices for that special 'kick'. Served garma garam58/-

Frosteas: 1. Lemon iced tea- Save on air-conditioning bills. Ice-cold lemon flavoured tea - the ultimate refresher.76/2. Strawberry iced tea- Ice cold; Strawberry flavoured tea, mmmmmmmmmmmm. fruitlicious.76/3. Peach iced tea- Enjoy the radiant burst of gold playing. Vivaciously in peach tea with ice.78/4. Lynchee frost tea- A lychee flaovered iced tea. Subtle and unsual. 76/Coffee top ups: 1. Flavoured syrups- You can call it the infatuation before love, the spark before fire, the lead music before harmony. Or you could call it the start to a perfect finish.22/2. Chocolate sauce- You can call it the infatuation before love, the spark before fire, the lead music before harmony. Or you could call it the start to a perfect finish.26/3. Ice cream scoop- You can call it the infatuation before love, the spark before fire, the lead music before harmony. Or you could call it the start to a perfect finish.31/4. Whipped cream- You can call it the infatuation before love, the spark before fire, the lead music before harmony. Or you could call it the start to a perfect finish.29/International coffee: 1. Ethiopian- Coffee straight from the land of its inception - a connoisseur 's delight84/2. Aztec- A south American brew fit for the gods or as we like to call them - our guests.84/Big eats: 1. Veg burger- Take a bite of soft veg tikki on mayo harmonized with coleslaw in sesame bun. Yum to your palate57/2. Murg Chole Sandwich-Bite into the juicy chicken salad in protein enriched millet bread. The only thing it is rich in, is taste. 79/3. Chicken Burger-Dig into the succulent chicken lapped with mayo cruncy coleslaw. Fun in a sesame bun!66/-

4. Paneer Tikka Sandwich-Classic mozzarella topped, tomato concasse pizza remixed Indian style with capsicum, onion and cottage cheese flavoured with tikka masala. A slice of heaven! 79/5. Channa Sandwich-Enjoy crunchy Garden Salad served in protein enriched millet bread. A nutritious retreat71/6. Chatpata lassons murgh76/7. Spinach Corn Sandwich-A delectable balance of creamy spinach cheese and juicy corn, satiates you with a homely touch. Best served grilled. 66/8. Chicken Tikka Sandwich-Tender tandoori chicken tossed in zero transfat mayo, sandwiched in white bread.84/9. Extra cheese add-on13/Small eats: 1. Spicy Chicken Calzone-Chicken sausage wrapped in a puff pastry with juicy onion & mustard57/2. Choco Doughnut -Bite into soft , sweet doughnut embraced with chocolate that takes you on a delicious roller coaster ride.40/3. Veggie samosa- Enjoy potatoes cooked and flavoured with Indian herbs, served with imli sauce. A perfect, any time snack.40/4. Choco Brownie-The world's favourite dessert-choco cake with walnut. Chewy, gooey and wowie!53/5. All American muffinstrawberry--40/-;chocolate--40/-;expresso--44/6. Keema matter puff44/7. Corn tadka munch44/8. Cookies12/Chocoholicas: 1. Choco rocks- Plunge into the bottomless layers of sinful chocolate on the rocks75/2. Hot Choco-latte-Dark, rich cocoa with hot milk is a guaranteed 'feel good'. The perfect substitiute for a tight hug.70/3. Cold Choco-latte-Smooth, creamy and cool chocolate milk shake goes down well, anytime75/Quenchers: 1. XXX energy drink-Energy bottled in two delicious flavours75/2. Snapple-Available in Raspberry Cranberry, Mango madness & Kiwi Strawberry flavors135/-

Sweet eats: 1. . Choco Black Forest-Taste the familiar black forest crammed with chocolate mousse and cherries; and yet lighter and creamier.57/2. Sizzle Dazzle Brownie--Sizzling hot gooey choco brownie served with vanilla ice cream and chocolate sauce. Fire and ice melt as one.110/3. Chocolate Fantasy-A signature dessert.sinfully rich chocolate cake. Try it with ice cream. Just make sure your friends are engrossed in a conversation.62/4. Yoghurt Jelly Muesli- comes in three tiers. At the base there is chocolate sponge cake, then a thick layer of white yoghurt and on top, jelly sprinkled with crunchy muesli. This can be a quick breakfast supplement if one is running late,62/Top-ups: 1. Chocolate sauce26/2. Icecream scoop31/Sundaes: 1. Fruity Bliss-Vanilla Ice Cream cuddled in mango, blackcurrant and strawberry sauces, topped with almonds. A sundae to cheer up your week.110/2. Mocha Choco Delight-Warm mocha muffin with twin layers of vanilla and a scoop of chocolate drowned with espresso. A truly delightful bite.110/3. Blue Crumble-A fine medley of blue curacao, vanilla and chocolate ice cream sandwiched amidst an oatmeal cookie. A suprising taste you can't wait to dig into128/4. Choc-hole-Rich chocolate cake with scoops of vanilla ice cream, chocolate sauce and dlamond flakes. Filling beyond expectations. 106/5. Dark Passion-Delicious brownie topped with a scoop of chocolate ice cream dipping in chocolate sauce. Ataste that has swept taste buds across continents.101/6. Vanille ice cream-Double scoops. Double delight 53/7. Chocolate Ice Cream-Luscious and tempting chocolate ice cream. Okay, let's make it two scoops 57/-

PERSONALthe efficient staff and good service not to be forgotten. Over all for coffee, ccd provides a satisfying experience, always worth the visit again and again. All the staffs were in uniform[black pant & white shirt].six staffs were present at the time of my last visit. Warm greeting was 1st thing to notice and when I was leaving one of the staff remarked I hope everything was all right sir. It was a perfect example of customer service and relation building. The ambiance is pretty decent & so is the service. People at Caf Coffee Day believe that People are hired for what they know but fired

for how they behave. Motivation and personal skill are laid emphasize upon.

PlaceLocation-Alpha commercial belt;alpha-1 Greater noida Opening Hours-10.30 a.m to 9 p.m Caf Coffee Day looks to cater to their target market with strategically located outlets. Their outlets are generally located in High Street/ Family Entertainment Centers e.gAlpha commercial belt-important shopping complex of greater noida, ansal plaza-entertainment centre & shopping complex. Considering their generic appeal, they located outlet in Malls-what is the visiting place of all age groups.This endorses their brand image of a caf that appeals to coffee lovers of all ages. Distribution of stock: The distribution of coffee beans start from their roasting plant at chikmagalur. The coffee beans are sent to the main offices of north and south India on monthly basis. The outlets contact the Head Distributors on weekly basis. As far as other eatables are concerned, the inventory is checked on daily basis and orders are placed according to the requirement. Caf Coffee Day uses its own store vehicle (small van) for transportation needs.

Promotion and advertisement:

Buy a Caf Coffee Day voucher worth R 100 and sip a FREE Cappuccino--online promotion in taggle.com by ccd. This voucher can be redeemed at all the Caf Coffee Day outlets except Caf Coffee Day Lounge & Caf Coffee Day Square If the purchase is lower than the voucher value, Caf Coffee Day will not be liable to return the balance If the bill amount exceed the voucher value, customer is requested to settle the remaining amount Kindly mail your feedback to customercare@cafecoffeeday.com Offer is valid until 31st May 2011

Besides that Caf Coffee Day also tie up lot of the youth brands. Their promise to the customer is that a lot can happen over a coffee. So every

time they try to ensure something good happens to their customer. Ccd has advertised through barter deals with other brands for ground events.Scooty, Liril, latest one with Airtel Friends. They are using banner/poster[chat,drink and merry] in their outlets to attract customers. Another placement area they have is with HDFC. HDFC wanted to promote their debit card and they choose Caf Coffee Day. So many cafes have debit card machines. Caf coffe day as their advertising strategy, started shooting a few scenes in the cafe. So they had a Hindi movie Bas Yun Hi and a couple of Telugu and Tamil films with prominent Cafe Coffee Day brand placement.Later they took a conscious decision of being seen in certain movies like Khakee and Main Hoon Na.As part of this effort, the brand was placed smartly in two Bollywood ventures, the Amitabh Bachchan, Aishwarya Rai, Vivek Oberoi starrer Kyun Ho Gaya Na, Sajid Nadiadwala's Salman Khan, Priyanka Chopra starrer Mujhse Shaadi Karoge, Salman Khan starrer Lucky and Socha Na Tha. A lot of serials are shot in Cafe Coffee Day.Kahaani Ghar Ghar Kii was shot in CCD outlet. Sales promotionEvery ccd stocks merchandise ranging from coffee mugs, Tshirts, caps, bags, coffee filters, mints, different flavor of coffee powders, tea, cream, wafers and biscotti. It also merchandises promotional materials for other brands it associates with. When some brands are conducting events for which passes are distributed or movie premier ticket are given out,ccd is an important hub for these activities. Caf beat-an in house magazine which gives the entire low down on whats happening in ccd outlets across the world.

Presentation:
Caf Coffee Day has used bright red and green colors in its logo. RED stands for leadership and vitality. It also stands for passion ( for coffee). The GREEN stroke harks back to their coffee growing heritage and the coffee plantations that they own. Caf is noticeably larger than the rest of the text inside the logo box. This denotes that Caf Coffee Day pioneered the caf concept in India way back in 1996. Caf Coffee Day would like to own the word caf in the minds of its customers. Caf interiors have been given a decent look by using wood and glass based interiors of color light yellow, orange, and red.

there are two comfortable sofas in two corners. The walls are shades of pale yellow, with various posters used for promotion. There is a LCD TV on the left wall of the outlet,which was mainly playing 9X music channel. Outlet was well lighted. The day light integration and display lighting was superb. That outlet used ambient[General, uniform lighting using light fixtures that distribute the light widely] and accent[Spotlighting used to provide higher levels of light in a focused pattern] lighting technique. For shelf lighting they used one bright,wide light source and many small light sources located very cose to the objects. Coffee machine is kept in the extreme left corner of the counter and computer used for billing is in right corner of the counter. The showcase containing various offering is placed in front of main entrance of the outlet.

Color of all the chairs are of chocolate color and one table is surrounded by 4 chairs. There are 5 tables excluding sofa set. Space of outlet is approximately 150-200 sq.feet.

RETAIL MIX OF COSTA COFFEE: PRODUCT AND PRICE:

They are also selling other brands products like lays,mint,red bulls health drink, haldirams snacks etc.

PERSONAL:

The people at COSTA are characteristically trained to be Pleasant, Polite and Positive. They ensure you have a quiet, uninterrupted visit and provide an better place for casual business meeting. Their uniforms are deep black, and which contribute to the overall feeling of the caf.

PLACE:

Location-ansal plaza,greater noida Opening hours: 10 a.m to 9 p.m Costa has a thumb rule for selecting cities and locations for the distribution of outlets. this is a prime factor in determining the success of a retail chain. However, Costa Coffee has adopted a top down approach, wherein they first identify the cities and then decide on precise locations within its limits. The selection of the cities was based on the following criteria. 1. Sizeable population of executives, students and families in SEC A & Costa category; 2. High disposable income with people looking for new vistas in leisure and lifestyle oriented concepts 3. High level or organized retail activity; 4. Rapid socio- economic development; 5. Level of commercial importance (Industrial cities, state capitals etc.)

PROMOTION AND ADVERTISEMENT:

The promotional strategy in India has been mostly low key. Though it is a coffee house and the coffee house culture is building up as an upcoming trend in India, a lot of advertising is unnecessary. This is so because costas brand name is enough for them to muster the required target market. Most of the awareness will be through the word of mouth of people amongst the masses. Hence the reputation is more that counts. In outlets costa coffee is promoting their products by using wall pictures, posters etc. they had made collaboration with other brands from promotional activities. Red bulls health drinks were being served free to costas customers to promote products. When there is launch of any new products,costa serves free to customer as a sample with other products.

PRESENTATION:
interiors have been given a decent look by using wood and glass based interiors of color brown, chocolate, and red. The lighting is not very bright, which creates a calm environment. various photographs of the love for coffee spread around each outlet. There is a large picture where a group of women are chatting with each other is facing the door of entrance of the outlet. It has music system [playing pop music],wifi connectivity ,LCD TV display[showing live media channel but it was muted]. All the customers who were present at that time, were of the executive class The show case and counter is place on the left hand of door of the entrance. There was a costa branded cma machine kept in the extreme left corner of counter.

Daily Newspapers[times of india, Hindustan times, mint etc] are available in costa coffee outlet.