Cafe Coffee Day Essay

IntroductionThe given case is based on CCD the largest cocoa berry retailer in India. It started operation since 1996 by V.G Sinddharth. CCD pioneered the caf concept in India by grade 2000 the company had barely 14 outlets in 6 cities. It was after year 2000 the company started on a massive expansion program that has been it set up nearly 1000 outlets in India in ten years. The caf drinking chocolate mean solar mean solar day is owned by ABC Ltd which is the largest producer of Arabic burnt umber in Asia. there were many move made by caf coffee day.It was caf coffee day the made coffee drinking popular among India youth by offering a brand experience environment and other value addition. There is much different type of formats for its cafs deal High street caf, garden caf, centre caf, Highways caf etc. Caf coffee day today has become the largest youth aggregate for a marketing. Stand point the success has come by focusing on 3A Accessibility, Affordalibility, and Acceptab ility coined by Bidisha Nagaraj, the marketing president of caf coffee day. The amalgamated bean is among Indias top two coffee producers exporters with 10500 acres of coffee plantations in chik magalur company has 3 formats to focus on its customers caf coffee day lounge the premium format for the elite customers. The caf coffee day square the caf coffee day for the large number for the large number of regular customers.Review of literatureThe coffee market in India has been growing due to the demand for train to drink coffee and it has become a part of an individuals daily concepts basket. It is caf coffee day that understand the changing trends in the tastes and preferences of the consumers. Caf coffee day is no longer the place for just some coffee cookie and music. In a survey done by brand equity (economic times), the consumer class-conscious caf coffee day to be the 22nd place most trusted service brand of the country 2014 compared to that 2013.The main expertise of caf c offee day is in the service retailing of the coffee while they carry out operation sector also.The role of service employees is very important for the success of any work organization, especially those that process people and internal marketing rump help firms to deliver service excellence. Service excellence means delivering what the customer wants at the origin encounter for caf coffee day there is a lot of competition in the leverage industry. The newly emerged player TATA Starbucks Ltd Starbucks expanded its presence to Delhi in January 2013 by opening two outlets at terminats3of the Indira Gandhi international airport and later itopened a combination of standard outlets located at malls, airports, metro station, and other divers(a) commercial complexes.It took six years for caf coffee day to open 35 outlets on other hand the star buck-TATA alliance is planning to half nose candy in a little more than a year. There were already competitors like Barista, java green, and Mach o. Parts from Starbuck there are various international players like Costa coffee, Illcafe etc. which are trying to enter the Indian market. These market situations have a deep impact on the operations of caf coffee day to gain back its lost customers and also to get the potential customers do so.One central problem that has retarded the growth of the coffee business is the fictitious character of staff available in the sector. Like the rest of the retail sector getting good staff training them in coffee and service aspects and retaining them is a costly undertaking. Analyst estimates that there is a turnover of around 40 per cent for the industry among the highest in the organized business sector.To sustain the present customer In the marketing context it is said that the relations with the customer should be such that dont have to go to the competitors. So the needful renovations should be bought into considerationTo maintain the standard The coffee chain businesses have been many changes since their start. The standardization is where they fail badly. The taste of a coffee or snacks being offered international the main outlets is rarely the same as compared to those being provided in the main outlet.Make effective marketing strategies The prime concern of the caf coffee day outlets should be based upon the 7ps of the service marketing mix so as to get the best of the marketing result.Cutting tweak prices- The prices should be sliced down so that even if CCD are operating in rural areas their sales testament rise. Moreover people should not think twice before enjoying their coffee in ambient environment.Flexible menu- The menu of CCD should evolve their menu constantly after certain period of time. Maintaining their key status i.e coffee , their should be additions to local tastes in terms of eatables. This strategy will surely attract people.For the purpose of the study two research tools can be used some(prenominal) questionnaire ,to find out the prim ary data pertaining to functioning and working of CCD with reference to consumer perception and sales strategy. The data will be provided by asking1.The wariness of CCD. 2.The consumers that are visiting CCD outlets.Besides collecting the primary data through questionnaire , secondary data will also be compile through magazines, journals ,books , meshwork . Based on both the data , analysis will be done in the areas of excellence and areas of improvement. The areas of excellence and improvement will be identify on factual information in which recommendations and suggestions will be provided for the overall improvement of the organization. The study will be conducted in CCD of LPU and phagwara. look for DesignTypes of Research- Descriptive research.Descriptive research includes surveys and fact findings enquiries of different kinds. The main characteristic of this research is that the researcher has no control over the variables he can only report what is happening or what has hap pened already.Data SourceThe data is collected from both primary and secondary sources.a. Primary sources= The data will be collected from at least 50 respondents directly.b. Secondary sources- The secondary data will be collected via online , sales department of CCD and CCD product manuals.Questionnaire DesignAppropriate questionnaire will be formed with relevant questions. The questionnaire will help the interviewer to take the interview or take a proper direction. The questionnaire will act as a guide to interviewer to collect all the necessary information and input from the costumer so that the better feedback of the costumer and information about brand awareness can be properly collected.Questionnaire- The questions that will be presented to costumers will either be open ended or close ended.Open ended- Allows respondents to answer in their own words and are difficult to interpret and tabulate.Close ended- Pre specify all the possible answers and are easy to interpret and tabul ate.Types Of Questions Included divided Questions- Which has only two answers yes or no. Multiple choice - Costumer is offered more than two options. Importance scale- A scale that rates the brilliance of some attribute. Rating scale- A scale that rates the attribute from highly satisfied to highly unsatisfied and very in businesslike to very efficient.Sample DesignWho is to be surveyed? The market researcher must define the target population that will be sampled.The a sample units that will be taken are- general public of different age groups , different gender and different genders .Reference1. Aaker, David, Building Strong Brands ,The Free Press, Printed in the joined States Of America, Year 1996.2. Aaker, David, Strategic Brand Management ,Prentice Hall, Printed in the United States Of America, Year 1989.Toshowe, Stanley, The Marketing Review Caf Retail, The India chapter, Volume86, Number 336, Jan2005, page-36.www.cafecoffeeday.com Search engines Case StudyInternational co ffee organization- Total production of exporting countries. http//www.indiacoffee.org/coffeeinindia/database-jan-2007.htm coffee get on of indiadatabase on coffee. 8. A .Santa Ram. Breeding coffee for leaf rust resistance the Indian experience. 9. http//www.indiacoffee.org/coffeeinindia/database_may07-1.pdf coffee board of India area, production, and productivity.