Presentation By: Priyanka Doshi Raina Bhansali Ratna Dave Reema Tayshete Shilpa Tiwari

Marketing Mix
The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives.

7Ps Price, Product, Promotion, Place, People, Process, Physical Environment Traditional 4Ps extended to encompass growth of service industry

Amalgamated Bean Coffee Trading Company Limited, popularly known as Coffee Day was formed, Cafe Coffee Day being one of its brands vertical integration in the value chain. Caf Coffee Day is Indias largest caf chain with over 1,000 outlets across the country and 5 million youngsters walking in every month, Caf Coffee Day is where the youth of India hang out over a cup of coffee and catch up with friends. Like Caf Coffee Day promises, a lot can happen over coffee.

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

It is a tangible good or an intangible service that satisfies a want or a need of the customer.
Feature the core product as well as supplementary service elements surrounding it.

LIFECYCLE:
different challenges that arise as the product moves through each stage.

PRODUCT MIX :
increasing a certain product line's depth or by increase the number of product lines position the product exploit the brand exploit the company's resources configure the product mix so that each product complements the other

Hot coffees, granitas,pastries,international coffees, smoothies, cold coffees,cremosas, quick bites, refreshers etc. unique aspect is that it grows the coffee it serves in its cafes. The coffee beans are supplied to all the cafs from Chikmagalur. The eatables at Caf Coffee Day are catered by different vendors: example: ice creams are catered by Cream Bell, Milk by Amul and samosa's by Patsiers Gallery. sells merchandise through its stores. 5 per cent of the revenue comes from sale of merchandise.

Pricing policy Factors affecting price Reference value and Differential value

Major customer lies in the bracket of 15- 29, it has tried to derive a policy whereby it can satisfy all its customers.
Serving Size Minor changes in the pricing policy of Caf Coffee Day. The changes have been more due to the government taxes than any thing else.

Accessible to consumers. Synonymous with Distribution - Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising. Located in High Street/ Family Entertainment Centres. Considering their generic appeal, there are 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.

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.
The inventory for eatables 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. The franchisee are owned by caf coffee day, making it more expensive but there is no brand dilution.

Advertising - communication that is paid for, from cinema commercials, radio and Internet advertisements through print media and billboards. Public Relations - communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events Personal Selling Sales Promotion

Tied up with Channel [V]'s Get Gorgeous contest. 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. Involved in ticket sales in quite a few events/concerts : Enrique, WWE, Elton John, and Bryan Adams. Contests with Levis, Scooty, Liril, latest one with Airtel Friends. Association with movies Khakee, Main Hoon Na, Mujhse Shaadi Karoge etc Caf citizen card 10% discount on products

'People' refers to the employees of the organisation with whom customers come into contact with.
Strongly influences the customers perception of the service quality Firms devote more time in selection and recruitment, training and motivating their personnel. Recruitment and selection procedure different for employees at different management levels. Selection procedure for senior managers is long-drawn and rigorous but on the other hand for shop floor workers it is simple and short.

Cost of searching and training individual may range from Rs. 2,50,000 or more. Modes : In store posters, referral walk-ins 12 days rigorous training procedure at their office in Bangalore for all the assistant managers whereas all the team members undergo a 3 days training at respective head offices in North or South India. The working hours are split into convenient shifts spread over 8:30 am to 10:30 pm. Night drops are provided for late evening shifts. Performance appraisal every 6 months Employee turnover is at 9%.

Appearance of buildings, landscaping, vehicle, interiors, equipment, staff members, signs, printed material etc visible cues to provide firms service quality. Profound impact on the customers impression Logo, Colours, Images

Decor and architecture

Literature is indicative of its youthful image. The menus, posters, pamphlets are all designed to attract young and young at heart. Magazine called as 'Caf Beat', which is published monthly at their Bangalore head office and distributed throughout the branches.

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.

Method and sequence of actions in which the service operating system works. A badly designed process annoys customers which leads to a likelihood of failures.
The order process at Caf Coffee Day is based on self-service, where the customer goes to the counter to place his order. Whereas they have a flexible delivery process, where they wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on his table.

STRENGTH
It most unique aspect is that it grows the coffee and serves in its cafs . Provides quality product at affordable price

People working here are very young and energetic providing customer-friendly service round the clock.
Coffee point outlets are within the reach of customers. Coffee improves mental performance, boosts physical energy & improves and elevates the mood. Provides world-class coffee experience.

WEAKNESS Limited to India only. Menu is not open to change. Not much variety in snacks. It is becoming stereotyped for customers

OPPORTUNITIES
Explore potentials in the smaller town and expand on a already established brand Innovation in the product lines

Improving Staff
Ways to retain employees

THREATS
Stiff Competition from other big coffee giants Barista and Qwiky.

Indian consumption value of tea is much more than coffee. Preference for tea to coffee

Strategic Positioning Reinvigorating the brand and taking it to the next level Reinforcing brand image through cluster approach strategy Innovation International Expansion