SERVICES AND CUSTOMER MANAGEMENT

Caf Coffee Day

Table of Contents
Introduction to Caf Industry:................................................................................3 The Coffee Caf Industry.......................................................................................5 Growth of Caf Industry in India.........................................................................6 Caf Coffee Day: ...................................................................................................7 Category of Service:............................................................................................11 Segmentation......................................................................................................12 Positioning Strategy:...........................................................................................13 Seven Steps of Great Service..............................................................................15 Handling Rush.....................................................................................................18 Marketing Mix:.....................................................................................................20

Caf Coffee Day- Merchandise.............................................................................25 Distribution Strategy:..........................................................................................26 Competitive Strategies of Coffee day:.................................................................26 Conclusion...........................................................................................................28 Bibliography:.......................................................................................................29 Bibliography:

Introduction to Caf Industry:

The beginning:
It all began around 1000 A.D. when Arab traders began to cultivate coffee beans in large plantations. They began to boil the beans creating a drink they called qahwa which translates to that which prevents sleep. The drink became widely popular, and the need for coffee beans grew. By 1980s Coffee has 2 |PageSERVICES AND CUSTOMERS MANAGEMENT

become the worlds most popular beverage, which leads to a boom in retail and hotel cafs. With the growth of the Internet, cyber cafs are born, providing Internet access and coffee to users. Later on, with an increased penetration of PCs in homes, cyber caf chains close, and re-immerge as retail coffee caf chains.

Coffee Production in India:

According to the statistics provided by the Coffee Board of India, the estimated production of Robusta and Arabica coffee for the "Post Monsoon Estimation 200910" and "Post Blossom Estimation 201011" in different states accounted for a total of 308,000 tonnes and 289,600 tonnes, respectively. As of 2010, between 70% and 80% of Indian grown coffee is exported overseas. The most important areas of production are in the southern Indian states of Karnataka, Kerala, and Tamil Nadu which accounted for over 92 percent of India's coffee production in the 20052006 growing season. In this same season, India exported over 440,000 pounds (200,000 kg) of coffee, with over 25 percent destined for Italy. The domestic consumption of coffee increased from 50,000 tonnes in 1995 to 94,400 tonnes in 2008. The India Coffee House chain was first started by the Coffee Board in early 1940s, during British rule. In the mid 1950s, the Board closed down the Coffee Houses, due to a policy change. However, the discharged employees then took over the branches, under the leadership of the then communist leader A. K. Gopalan and renamed the network as Indian Coffee House. The first Indian Coffee Workers Co-Operative Society was established in Bangalore on 19 August 1957. The first Indian Coffee House was opened in New Delhi on 27 October 1957. Gradually, the Indian Coffee House chain expanded across the country, with branches in Pondicherry, Thrissur, Lucknow, Nagpur, Jabalpur, Mumbai, Kolkata, Tellicherry and Pune by the end of 1958. These coffee houses in the country are run by 13 cooperative societies, which are governed by managing committees elected

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from the employees. A federation of the co-operative societies is the national umbrella organisation to lead these societies. However, now Coffee bars have gained in popularity with other chains such as Barista; Caf Coffee Day is the country's largest coffee bar chain. In the Indian home, coffee consumption is greater in south India than elsewhere. Indian coffee has a good reputation in Europe for its less acidic and sweetness of character and thus widely used in Espresso Coffee, though Americans prefer African and South American coffee, which is a more acidic and brighter variety. Selection 9 was the winner of the Fine Cup Award for best Arabica at the 2002 Flavour of India Cupping Competition. In 2004, Indian Coffee with the brand name "Tata Coffee" had the distinction of winning three gold medals at the Grand Cus De Caf Competition held in Paris

Interesting facts about Coffee & Cafs: Coffee was first known in Europe as Arabian Wine. Coffee is presently the second most traded commodity in the world. It is second only to oil.

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The Coffee Caf Industry

The Coffee Caf industry is currently one of the biggest and fastest growing sectors in business. The industry consists of a mix of individual cafs, hotel cafs and retail caf chains.

Individual Cafs:
The main bulk of revenue is earned by small, individual cafs, run mostly by families and friends. It is a relatively unorganized sector. There are millions of such cafs around the world, and they provide customers with a homely, casual experience. The bulk of these cafs are mainly in Europe, where every little town or village has local cafs, where people gather together for a conversation over coffee, or just to be alone with their thoughts. These cafs set themselves

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apart from retail chain cafs and hotel cafs because they provide customers with a homely, classic appeal, which cannot be emulated.

Hotel Cafs:
Ever since the popularization of coffee, hotels all over the world started opening 24-hour coffee shops where visitors to the hotel could walk in for a cup of coffee and some food at any time. These coffeehouses are extremely important, because they provide international visitors to the hotel with a universal drink- coffee. Any customer can walk into any major hotel in the world, and enter the coffeehouse, and know what to expect. These cafs are not really major players in the coffee caf industry, but rather provide supplementary services to the hotel industry.

Retail Caf Chains:

The last, and the most organized sector in the coffee caf industry, is the retail caf chain. Off late, these chains have become extremely popular and are growing at an Ever-increasing pace. These retail chains have work with an organized structure of man, material and money. The work on developing a recognized brand consistent to all their outlets, which customers can easily relate to, wherever they go. They provide customers with a standardized level of service and quality at each of their outlets. The vast popularity of these retail chains is shown in the rapid international growth of brands like Starbucks. In India most of this Retail caf chains segment is occupied by Barista and Caf Coffee Day.

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Growth of Caf Industry in India

India ranks sixth as a producer of coffee in the world accounting for 4.5% of the global coffee production. India has about 170,000 coffee farms cultivating around 900,000 acres of coffee trees. The caf market in India is estimated at $150 million (Rs 678 crore) in 2010. It has been growing at 40 per cent over the last five years. Hot beverages have always been a part of the tradition of India, especially South India. Coffee took the first seat in South India when the traditional Brahmin classes brought down the beverage from the ruling British around the 1930s. In order to spread the drink, coffee houses emerged at various places in the country, which also served as the opposite places for lawyers and the educated class to hold discussions ranging from politics to cinema. The drink also became famous and as a result even five star hotels began cashing in on it. Several hotels all over the country started opening coffee- shops that catered to high- end customers. This showed the popularization of coffee cafs, to all sections of society. The drink has now become more of a concept than merely a drink itself. The last decade witnesses the growth of numerous coffee pubs in the country. A number of coffee caf owners tried to westernize the taste in contrast to the filter coffee. Now, large retail chains like Barista and Caf Coffee Day have opened up around the country. The concept of a caf today is 7 |PageSERVICES AND CUSTOMERS MANAGEMENT

not merely about selling coffee, but about developing a national brand. Caf Coffee Day is the clear market leader in this segment both by retail footprint and revenue. International chains like Gloria Jeans, Coffee Bean & Tea Leaf and Illy Caf have entered the Indian market recently and have a limited footprint.

Caf Coffee Day:

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.- Bidisha Nagaraj, the Marketing president of Cafe Coffee Day. It was in the golden soil of Chikmagalur that a traditional family owned a few acres of coffee estates, which yielded rich coffee beans. Soon Amalgamated Bean Coffee (ABC) Trading Company Limited, popularly known as Coffee Day was formed. Cafe Coffee Day (CCD) has an established brand image in India and ranks No 2 in the Brand Equitys Most Trusted Brands 2008 survey in the food services category. Rival Barista is at No 5. CCD has been able to make a connection with the Indian consumers, predominantly among the youth. CCD is the market leader in India and was awarded the Exclusive Brand Retailer of the Year by ICICI Bank in its Retail Excellence Awards 2005 for the organized retail sector. CCD has been able to make its brand presence felt through the sheer number of stores. CCD has 1100 cafes at present and it has ambitious plans to launch more than 2000 cafes by the end of the 2014. This means launching one store every other day. Lagging behind CCD in the Indian market, Barista has about 250 cafs, Java Green (around 90 cafs) and Mocha (around 40 cafs). The Indian organized sector has potential for around 5,000 cafs but fewer than 2,000 cafs exist currently. 8 |PageSERVICES AND CUSTOMERS MANAGEMENT

CCDs vision: To be the only office for dialogue over a cup of coffee

CCDs Mission: To be the best coffee chain in the country by offering a world class coffee experience at affordable prices

CCDs Expansion Strategy: Cafe Coffee Day has around 1100 outlets in 130 cities in India. CCD plans to take the total number of cafes to 2,000 by March 2014. In October 2009, CCD announced that it will increase its international presence from the current six outlets in Vienna and Pakistan to a total of 50 stores across Europe and Middle East in two years time.

Operating Formats: Caf Coffee Day operates in both regular (Coffee Day Square) and premium formats (Lounge). Highway Cafes: In 2004, CCD began cafes on highways. By 2009, the total number of Caf Coffee Day highway cafes rose to 30 owing to the overwhelming response it received from travellers.

CCDs new brand identity: In October 2009, CCD unveiled a new brand logo, a Dialogue Box, to weave the concept of Power of Dialogue. In accordance with this new brand identity, CCD gave a new look to all its existing outlets by the end of 2009. Cafs were redesigned to suit different environments such as book, music garden and cyber cafes suitable for corporate offices, university campus or neighbourhood.

CCDs International Expansion Strategy: In June, 2010 Cafe Coffee Day chain acquired Emporio for Rs 15 crore. Emporio is a Czech Republicbased caf chain present at 11 locations. CCD plans to co-brand the chain as Caf Coffee Day Emporio and later transition it to Caf Coffee Day. CCD is also present in Vienna. The company wants to expand in the East European region, West Asia and the Asia-Pacific region.

Cafe Market in India: Coffee retailers cover only 170 cities out of 3,000 in India (early 2011 reports). In 2008, according to Technopak Advisors,

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the Indian food services market cafes, full-service restaurants, fast-food outlets/quick-service restaurants was estimated to be $6 billion (Rs 26,000 crore) with organized players taking 13% of the market. (By 2014 this number is expected to increase up to 27 %.). According to Technopak Advisors, the caf market in India is estimated at $150 million (Rs 678 crore) and growing at 40 per cent over the last five years. Organized coffee market in India: The organized coffee market in India is about Rs 600 crores. This is approximately 20% of the total domestic coffee consumption (Rs 3,000 crores). New Entrants in Indian Coffee Cafe market: In early 2011, Hindustan Unilever, the FMCG giant planned to open a cafe outlet in Mumbai named Bru World Caf to popularize its in-house coffee brand Bru (HULs only coffee brand sold only in India). CCD to double its human resources count: CCD has 6,500 employees (as per Feb 2011 figures) with each cafe requiring about 6 employees. CCD plans to double its employee count by 2013.

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Coffee Day Comprises of the following Sub Brands

Coffee Day Fresh and Ground - Major player in the roast & ground filter coffee segment. It provides a unique assortment of blends at affordable prices. The coffee is freshly ground in front of the customer and sold to him. Cafe Coffee Day - It is a place where customers come and rejuvenate themselves. It is a meeting place for the young and the young at heart. In the caf Hot and Cold coffee as well as merchandise are sold to the customers. Coffee Day Vending To serve the man on the move who though hurry does not have to compromise on quality of the coffee he drinks. Coffee Day has its vending machines placed in vendor outlets in major cities. Coffee Day Express Bridges the need gap between the leisurely cuppa and the bite at the caf and a quick drink at the vending point. In this segment you would notice kiosks strategically positioned where a customer can not only drink coffee but also grab a quick bite on the move. Coffee Day 'Perfect'- For mass-in-home consumption section where filter coffee is consumed every day. The filter coffee is sold in packaged form to the customers.

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Key Features: Pioneers of the Caf Concept in India with its first Caf at Brigade Road, Bangalore in 1996. This Caf was opened as a Cyber Caf (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 Each caf, depending upon its size attracts between 400 and 800 customers daily It is a place where customers come to rejuvenate themselves and be themselves USP of the Brand: Affordable Price Coffee Winner of Platinum, Gold, Silver and Bronze medals at the India Barista Championship 2002

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Category of Service:

Peopl

Possessi

Tangible Actions
Caf coffee day comes under people-processing section. Since, the services are directed towards peoples bodies. The services like food, beverages are directed at peoples bodies. CCD tries to give a complete experience by 13 | P a g e S E R V I C E S A N D C U S T O M E R S M A N A G E M E N T

Intangible Actions

blending the Mental stimulus processing like music, lively ambience though emphasizing on their core services to feed people or beverages service.

Segmentation strategy:
Caf Coffee Day has its main consumer base in the age group of 15-29 years. Its customers are mainly middle class and upper middle class youth who are upwardly mobile. From the market, CCD seeks to target not just the youth but anyone who is young at heart. More than 10% of their customers are above 35 years of age. The evidence of the connect CCD has been able to make, particularly among the youth, comes from the findings of Brand Equity's Most Trusted Brands 2008 survey. In the food services category, CCD ranks No 2, while McDonalds stands at No. 3 and Barista lags at No 5. The graph below indicates official figures for the type of consumers of CCD. We can clearly see that its most profitable segment is the 20-24 age brackets. These customers can afford to visit CCD on a regular basis and have a habit-forming attitude towards CCD.

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Positioning Strategy:
Caf Coffee Day, at its inception in 1996 was the vanguard of a caf culture in India. At a time when the country was growing well economically and 15 | P a g e S E R V I C E S A N D C U S T O M E R S M A N A G E M E N T

young India enjoyed higher spending power, CCD as it is popularly known, started to set up the first retail chain of coffee bars. It broke new ground in 1999 when the entire market grew phenomenally with the entry of new players. From the beginning, it positioned itself as being a coffee bar and has maintained that positioning for a long time now. For a consumer, CCD represents a fun place where one can go with a whole bunch of friends at any time of the day and have a good time, over coffee. In 2002, Caf Coffee Day underwent a rebranding exercise through a change in its logo. The earlier logo was a simple red square with a white streak running across, and Coffee Day written at the bottom. At this stage, CCD was still perceived as a South Indian coffee joint similar to the Coffee House in Kolkata, a place where intellectuals meet and spend their time discussing issues. CCD saw a latent market in youngsters, who were increasingly looking for a place to spend time with friends and have fun. It then created an umbrella mother brand, Coffee Day and four sub brands to represent the various activities. The logo then incorporated red, white and green colours, a larger font and emphasis on the word Caf. According to the company, red signifies leadership and passion and the white swirl stands for purity of purpose and the feel of coffee. The new colour green endorsed the long heritage of CCD in growing coffee. Caf Coffee Day has been experimenting with caf formats for quite some time. Backed by the motivation of providing customers with exciting choices as well as constantly redefining the caf experience, CCD has ventured into the following formats:

Music Cafs:
It provides customers with the choice of playing their favorite music tracks on the Digital Audio Jukeboxes installed at the caf! There are around 85 cafes with such jukeboxes. 32 cafes also provide customers with the visual treat of watching their favorite music videos by means of Video Jukeboxes.

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Book Cafs:
It offers the perfect solution to people who think that the coffee experience is incomplete without browsing through the bestsellers or reading a classic. CCDs book corners accentuate the age-old combination of coffee and books. This exciting concept has been successfully tested at 15 cafes in 12 cities across India and the numbers are set to grow exponentially. CCD has tied up with English Book Depot, one of Indias leading book distributors for placement and rotation of reading materials appealing to Caf Coffee Days discerning customers.

Highway cafs:
It presents the traveler en route not only with good coffee and scrumptious snacks amidst great ambience but also with clean restrooms to get rid of that weariness from the road!

Lounge cafs:
At Hauz Khas, Delhi and Southern Avenue, Kolkata(Southern Avenue) and Hyderabad (Jubilee Hills) combines the style and luxury of a lounge with the lively ambience and comfort of a caf. With exquisite interiors, exotic menu and thematic music, CCD Lounge offers a whole new experience to the connoisseur while assisting the latter through its team of hostesses who are poise and style incarnate and are looked upon as fashion icons.

Garden cafs:
It combines the joy of rejuvenating amidst verdant landscapes and pots of coffee.

Cyber cafs:
It combines the urge to surf, & not to mention get connected through the internet

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while enjoying perfectly brewed cups of coffees, both domestic as well as International blends! These are of course just milestones. CCD is about to launch Sports Caf, Fashion Caf & Singles Caf..

Seven Steps of Great Service

1. Welcome to the customer: Acknowledge customers presence at the caf. A smile goes a long way. That is guaranteed. Open the door to receive a customer & greet him courteously with a smile Meeting greeting & seating the customer in a warm & friendly manner sets the ball rolling for the service that follows .It will reflect in voice Check whether the customer wants a takeaway or will be seated at the caf Take his preference if possible & direct him to available vacant tables. Request the customers to be seated & introduce self. 18 | P a g e S E R V I C E S A N D C U S T O M E R S M A N A G E M E N T

2. TAKE THE ORDER & PRESENT THE BILL: A confident demeanor & good menu knowledge will help you to assist the customer to his satisfaction Hand over the menu to the customer & if not ready return to take the order in a few minutes Help the customer choose the right coffee or food by explaining in detail the attributes of the product. It is important that you recommend special product & add-on & combos of food & beverages to the customers. Suggestive selling will help you offer customers a better choice of their products. When the customer is ready to give the order, use handheld terminal. Choose SELL amongst user functions. Enter the table number & the number of people. Take the order. Check if the customer is the caf citizen, if not; enroll the customer in the caf citizen program. Inform customers at what time they should expect order to be served. For eg. order will be served in 10 minutes. Sir Print the order confirmation cum bill & place it in the folder on the table. 3. SALVER SERVICE Serve the customer at the promised time & know the products that you are about to serve .Pride in products will enhance the customers confidence in their brand. Arranged the readied products on a salver

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Serve the food first & serve the cold coffee, hot coffee or other beverages later. However check the customers preference. For eg. Can I serve the food items first, Sir or would you like everything to be served together?

In case of no specific customer preference serve food first followed by coffee/ beverages

Announce the name of the product while you serve the product Remember who ordered which coffee / food in case of a group & serve the items accordingly

If there are four people gathered at a table, then bring the coffee two at a time. Else, if you wait to bring all four together, the first two will not retain their temperatures.

In case there are any delays after announcing the time of service, please keep the customer informed of delay.

4. VERBAL FEEDBACK & REPEAT ORDER A feedback on existing service would help you improve performance in future .Also, the customer will feel more valued & important. Keep an eye on the tables in allocated section Check with the customer if they would like some more desserts

coffee , snacks or

Interact with as many as customers as possible & get their feedback on the service & product. For eg. Hope you liked the coffee Sir! I hope you found the service friendly & prompt. Is there any way we can improve our quality of coffee, food or service

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5. CLEARANCE Prompt clearance of the tables ensures that customers find the caf seating area clean, hygienic & presentable when they are seated at the tables Clearance should be very prompt Clear empty plates, cups & soiled napkins from the table using a salver Ensure that the surface & edges of the table is wiped with assigned scrubber .Use a spray gun to dampen the table with a cleaning agent prior to wiping the table. 6. BILL SETTLEMENT & CUSTOMER FEEDBACK Make the post service waiting easy and fast for the customer When the customer is ready to leave check the amount of the bill from handheld & tell him the overall amount payable Once the customer places the cash, remove the bill folder from the table & clear the transaction promptly Request the customer to fill up the comment card. I would be delighted if you could kindly fill up our customer comment/ feedback form while I return with the change, Sir! Present exact change to the customer & collect the comment card. Change, Sir! In case of any negative comment, tackle the situation before the customer leaves the caf .Acknowledge good comments too. 7. PARTING REMARKS

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Show customers that we value them & want them to return. A pleasant parting remark would ensure that customer comes back to caf. Thank the customer for choosing CAF COFFE DAY. And how delighted you are to be of service to him. Thank you for choosing CAF COFFEE DAY, Sir! It has been a pleasure having you over.

Handling Rush
Typically 80% of the business happens in 20% of the time & cafes will have distinct lean & rush periods. CCD cannot prepare rush hours during rush period, & therefore they have to prepare well in advance & have the caf ready in all respects. PRE-RUSH PREPARATION To ease workload & handle rush hours better Forecast the sales for the rush period Accordingly, ensure there are no stocks out situations of any item on the menu. All the stock items or the food items should be well within reach & enough to last during rush hours Staffing should be adequate & work should be allotted well in advance & there should be no confusion about who is doing what Any breaks for the staff or change of old shift to mew shift staff should happen before rush time starts Pep up the staff

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If needed have one staff taking care of table turn over & ensure guests are received & seated

The counter should be set up in a way that can help reduce clutter, crossovers between work areas & reduce the possibility of staff making mistakes.

Portion out cakes, brownies etc. Refill sugar bowls , tissue box , straws & food stocks during free time Make sure all the cutlery & crockery is washed ,wiped & ready for use Re-arrange spoons & plates size wise The cold coffee powder dispensers should be full & new packets should be well within reach

Steam & keep enough milk in the refrigerator for cold coffee Clean the milk steamer for good froth Fold & keep readily 6 to 8 T/A boxes & 2 to 3 parcel boxes Wipe & keep the counter clean & clutter free Ensure the servey & seating area is well cleaned .Mirrors , glasses ,table tops etc should be wiped down & floors should be swept & mopped clean

Place importance on cleaning outside the caf & replace fresh garbage bags in the garbage bins

There should be enough diesel in the generator & in storage Check air conditioner for efficient performance Check water level in the storage tank

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Check water level in the boiler of Espresso machine Make sure have enough change in the cash drawer

Once pre-rush preparations are done, ensure you have a positive mental attitude & work on speed consistently .Enjoy work & be self motivated to beat the rush. Be calm & in control of the situation. A well planned counter, which is set up in preparation for rush hour, will go a long way in providing speedy customer service .A cross trained& multi skilled team member can rotate between work stations to ease any pressure points.

Marketing Mix:
Products:
Caf 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

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cream blended together. The young people favor it. In winter it is cappuccino. Their merchandising includes funky stuff like t-shirts, caps etc. Caf Coffee Day-Product Width: Coffees & Teas Hot Coffee Espresso Espresso Americano Macchiato Cappuccino Caf Latte Chococinno Caf Mocha Irish Coffee International Coffee Colombian Juan Valdez Ethiopian Qahwah Kenyan Safari Cold Coffee Sweet Mint Cold Sparkle Brandied Banana Tropical Iceberg Iced Eskimo Refreshing Alternatives Granitas Blood Orange Cool Blue Pineapple Crush Emerald Ice Ruby Surprise Eatables Melting Moments Banana n Walnut Cake Banana Chocolate Mousse Banana Caramel pie Chocolate Doughnut Cookies Marble Cake Pineapple Getaux Chocolate Cake Ice Creams Vanilla Chocolate Seasons Best Quick Bites Samosa Puff Pizza Croissant French Fries Kathi Roll Wraps Birya n i Sandwiches Kulcha Burger Pasta Masala Sandwich

Smoothies Mango Colada Strawberry Colada Cremosas Litchi Ginger Spice Pina Colada

Price:
Considering that Caf 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 25 | P a g e S E R V I C E S A N D C U S T O M E R S M A N A G E M E N T

time it first started its operations, there has been only minor changes in the pricing policy of Caf Coffee Day. The changes have been more due to the government taxes than anything else.

Place:
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. Considering their generic appeal, there are Barista outlets located in and around Malls, Cinemas, Colleges, Offices, etc. This endorses their brand image of a caf that appeals to coffee lovers of all ages.

Promotion:
Caf Coffee Day does not believe in mass media promotions. But they are involved in all the areas of serious consumer passion. Through television: Caf Coffee Day held a contest around a very popular programme on Zee English called Friends. All the six lead characters are shown often visiting a coffee shop and a lot of youth like watching the programme. That is why they had a contest running where customers could win Friends' merchandise. The linkage was that it is a youth based programme and it had a coffee house. They have tied up with Channel [V]'s Get Gorgeous contest. The reason being that lot of their young consumers are interested in careers. Modeling is a career that a lot of youngsters are interested in and this was an excellent platform. They have also done promotion for History Channel, where they have run promotion for Hollywood Heroes. They had asked a few question and a lucky winner won a trip to Hollywood. Ticket sales:

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Caf Coffee Day is involved in ticket sales in quite a few events, Enrique being one of them. They were involved in WWE, Elton John, and Bryan Adams ticket sales. These acts are very much appreciated by their consumers. It helps both the organizers as well as Caf Coffee Day. Organizers need to tell people where the tickets are available and single Caf Coffee Day logo says it all. From Caf Coffee Days point of view, they always ask for a certain amount of tickets around which they have a contest. Couples can win ticket for free. This in turn raises the awareness level as cafe staff approaches the consumers to inform them about the contest. There is not a better publicity mechanism then the person who is serving you telling you about the same. Tie-ups: 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. So they have a contest going on with Levis, another one with Scooty, Liril, latest one with Airtel Friends. Another placement area they have is with HDFC. HDFC wanted to promote their debit card and they choose Caf Coffee Day. So 21 cafes have debit card machines. Association with movies: Caf Coffee Day also decided to stick with the next big thing i.e. Bollywood. Earlier a few movies, whose target audience matched that of the consumers at Cafe Coffee Day, 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.

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Caf Coffee Day uses special Caf Citizen Card for rewarding Caf Coffee Days customers. It is a loyalty program to gain new customers and retain the existing ones. The Caf Citizens Card entitles members to a 10% discount on all food and beverage bills. The members also receive surprise gifts, along with special offers and invitations from Caf Coffee Day from time- totime.

LEVIS CAMPAIGN The 6 Below the Naval Jeans campaign, the Sykes Reversibles (Ulta Pulta) campaign, the Levis 501 campaign, the TLTT (The Levis Torture Test), the Hello Gorgeous campaign etc all are some of the successful in caf activations designed and executed for Levis. Every season CCD becomes an important media for Levis to launch its new range of apparels. Along with providing tremendous on ground visibility in terms of wall visuals, tent cards, danglers, posters etc., a contest (wherein customers could win Levis clothes) is designed to inject customer interactivity and to add excitement to the entire campaign. The cohesiveness of the entire campaign is accentuated by creating a new drink and christening it as the Levis drink for the promo period!

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Process:
The ordering and delivery process in CCD was earlier based on selfservice. But now in most its coffee shops the waiter comes and takes away the order and delivers the order on table.

Physical evidence:
Logo, image, brand: Caf Coffee Day has used bright red and green colours in its logo. RED stands for leadership, vitality, passion for coffee. The GREEN stroke harks back the coffee plantations that they own. Caf is noticeably larger in the logo to denote that Caf Coffee Day pioneered the caf concept in India way back in 1996.The font looks as though the letters have congealed out of a liquid.

Architecture and Decor: Largely wood and granite based interior with young colours of today, like lime green, yellow, orange, and purple predominate.

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Literature: The literature provided by Caf Coffee Day is indicative of its youthful image. The menus, posters, pamphlets are all designed to attract young and young at heart

People:
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. Their employees are like friend to the customer but at the same time they know about the international standards of hygiene and cleanliness and personal grooming.

Productivity & Quality :

Caf Coffee Day has a check on quality all the time and in several aspects. The operational in-charge will go around checking business, record keeping, and service and check the feedback forms. The food in-charge will look at the way food is being stored, coffee is being made, what is the time take to extract the 30 | P a g e S E R V I C E S A N D C U S T O M E R S M A N A G E M E N T

coffee and so on. Marketing person will go about checking displays, how the merchandise is displayed.

Caf Coffee Day- Merchandise

Everyone likes to cherish good times with a hope that they last forever. CCD makes this a reality, in the form of merchandise, specially chosen and created for the customers to carry a piece of the good times spent at Caf Coffee Day! So visit your nearest CCD to pick these trendy items of merchandise today!! Funky Caps, Cool T-Shirts, Bags, Mugs, Coffee Filters, Mints.

Coffee Powders Arabicaah, Perfect, Charge, Dark Forest. New Introductions Malabar Monsoon premium Coffee Powder Varieties in coffee mugs Funky T-shirts and Caps CCDs guide to Active Holidays (A travel guide focusing on adventure sports)

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Distribution Strategy:

Today CCD has the largest network of cafes in India, with over 1100 Company Owned Company Operated cafes across 130 cities. But they do not follow a franchising strategy. The channel partner has no involvement in the daily operational activities of the Caf in the retail space. Neither would he have to invest in operational capital equipment or branding or marketing and promotion of Caf Coffee Day. CCD opted not to follow forward integration and outsourced its distribution responsibility to other parties in 2003. As its reach spreads across India and it is now exploring smaller towns, CCD would find it more expensive to maintain on its own. The private players would procure raw materials like sugar and paper cups but coffee beans would still come from Bangalore.

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Competitive Strategies of Coffee day:

Caf Coffee Day which follows a backward integration of the value chain procures coffee beans from its base in Bangalore. This gives it a high sense of quality assurance and guaranteed supply across its outlets as the same raw material is used in all outlets. But Barista is a combination of imported coffee beans and beans from Tata coffee. This is a relative disadvantage because if there is a discrepancy in the quality or supply, Barista would have to consider alternatives and probably look for another supplier. Similarly, the food items available in Caf Coffee Day are obtained from local suppliers whereas Baristas food is catered by the Taj caterers. Caf Coffee Day would hence, have a lower-cost advantage. The brand strength of Caf Coffee Day in comparison to Qwickys and Caf Nescafe is far greater and its reach is on a countrywide scale. A consumer travelling deciding on trying a Qwickys, which he is not accustomed to. Caf Coffee Day has an advantage of top-of-mind recall for coffee-shopgoers in India, especially because it set the caf ball rolling in the country. It is a place where a lot of young people can meet, chat, have fun and let their hair down, rather than sit and sip a cup of coffee in prim and proper serenity. This is one of the main factors for why it is chosen over places like Barista or Mocha.

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Conclusion
The best known cup of coffee in town comes from here. You can't miss Cafe Coffee Day; if there isn't one in your neighborhood, there's one near your college/office, You might as well give in, they're taking over. The college crowd is big, because the rates are more or less affordable, office-goers hang out here at lunch breaks to take in the laid-back air of the place, first-dates meet here because it's neutral ground, and couples because they're not likely to bump into their parents. You're left alone to play your favorites on the jukebox and nurse your mug of coffee for however long you want. All at a price, of course - Rs. 5 per favourite song and around Rs. 25 for the drink. The range of coffees here, both cold and hot, is impressive. The latte (with cinnamon, if you like it that way), Irish coffee, Cappuccino and its chocolate-y version, the Mochaccino are the most requested hot coffees. While the Frappe, with chocolate ice-cream blended in, the Tropical Iceberg, which is the classic 35 | P a g e S E R V I C E S A N D C U S T O M E R S M A N A G E M E N T

cold coffee and the award-winning Kaapi Nirvana are the chilled favorites. Order cookies to go with it and, suddenly, none of your problems in life will seem like such a big deal. CCD also does a decent job of the teas, of which it has only three, but the Masala Chai is good. The eats here are also very popular; in fact, many people skip coffee altogether and just come here for the grub. Its hard to miss, it sports a youthful look, Plush, pleasing interiors, plus colors such as lime green, yellow, purple and orange predominate make Caf Coffee Day a soft-low decibel spot for the trendy youth. Caf Coffee Day, a division of Amalgamated Bean Coffee Trading Company Ltd (ABCTCL), has become a hot brand with the youth. Truly, if excitement has an address, it would be Caf Coffee Day. Its just the place to be.

Bibliography:
http://www.docstoc.com http://www.cafecoffeeday.com http://knowledge.wharton.upenn.edu http://www.sequoiacap.com

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http://www.marketing91.com

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