Cafe Coffee Day Essay

IntroductionThe given case is based on CCD the largest cocoa retailer in India. It started operation since 1996 by V.G Sinddharth. CCD pioneered the caf concept in India by year 2000 the company had only 14 outlets in 6 cities. It was subsequently year 2000 the company started on a massive expansion broadcast that has been it set up nearly 1000 outlets in India in ten-spot years. The caf cocoa sidereal mean solar day is owned by ABC Ltd which is the largest producer of Arabic drinking chocolate in Asia. There were many move made by caf chocolate bean day.It was caf coffee day the made coffee drinking democratic among India youth by offering a brand experience surroundings and other value addition. There is much different type of formats for its cafs like High street caf, garden caf, mall caf, Highways caf etc. Caf coffee day today has become the largest youth aggregate for a merchandising. protest point the success has come by focusing on 3A Accessibility, Affordalibility, and Acceptability coined by Bidisha Nagaraj, the marketing president of caf coffee day. The coalesced bean is among Indias top deuce coffee producers exporters with 10500 acres of coffee plantations in chik magalur company has 3 formats to focus on its clients caf coffee day lounge the premium format for the elite customers. The caf coffee day substantial the caf coffee day for the large number for the large number of standard customers.Review of literatureThe coffee market in India has been growing out-of-pocket to the demand for ready to drink coffee and it has become a break in of an individuals daily concepts basket. It is caf coffee day that understand the ever-changing trends in the tastes and preferences of the consumers. Caf coffee day is no longer the place for rightful(prenominal) close to coffee cookie and music. In a survey through by brand equity (economic times), the consumer ranked caf coffee day to be the 22nd place most t dilapidateed dish up brand of the countrified 2014 comp atomic number 18d to that 2013.The main expertise of caf coffee day is in the service sell of the coffee while they carry out operation sector also.The use of service employees is very important for the success of any services organization, curiously those that process people and internal marketing can help firms to support service righteousness. Service excellence means delivering what the customer wants at the low encounter for caf coffee day there is a lot of rival in the lever mount up industry. The newly emerged player TATA Starbucks Ltd Starbucks expanded its presence to Delhi in January 2013 by opening devil outlets at terminats3of the Indira Gandhi international airport and afterwards itopened a combination of standard outlets located at malls, airports, tube-shaped structure station, and other various commercial complexes.It took six years for caf coffee day to open 35 outlets on other hand the star buck-TATA adherence is planning to half century in a little more(prenominal) than a year. There were already competitors like Barista, java green, and Macho. 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 ample imp displace on the operations of caf coffee day to gain congest its lost customers and also to get the potential customers do so.One commutation problem that has retarded the growth of the coffee business is the quality of ply available in the sector. Like the rest of the retail sector acquiring 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 hold 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 need ful renovations should be bought into considerationTo maintain the standard The coffee scope businesses have been many changes since their start. The standardization is where they fail badly. The taste of a coffee or snacks being offered outside the main outlets is rarely the same as compared to those being provided in the main outlet.Make effective marketing strategies The blush 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 down prices- The prices should be sliced down so that sustain down if CCD are operating in rural areas their sales depart rise. just people should not think twice before enjoying their coffee in ambient environment.Flexible menu- The menu of CCD should evolve their menu continuously 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 depart surely draw o ut people.For the purpose of the study two research tools can be utilise both questionnaire ,to find out the capital entropy pertaining to functioning and workings of CCD with reference to consumer perception and sales strategy. The data get out be provided by asking1.The management of CCD. 2.The consumers that are visiting CCD outlets.Besides collecting the primary data through questionnaire , secondary data will also be cool through magazines, journals ,books , internet . 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 identified on factual training 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.Research DesignTypes of Research- descriptive research.Descriptive research includes surveys and fact findings enquiries of different kinds. The main characteristic of th is research is that the investigator has no control over the variables he can only extend what is happening or what has happened 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 Design leave 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 development and input from the costumer so that the better feedback of the costumer and information just about brand awareness can be properly collected.Questionnaire- The questions that will be presented to costumers will either be open ended or crocked ended.Open ended- Allows respondents to answer in their own words and are difficult to interpret and tabulate.Close ended- Pre specify all the assertable answers and are easy to interpret and tabulate.Types Of Questions IncludedDichotomous 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 importance of some attribute. Rating scale- A scale that rates the attribute from highly satisfied to highly unsatisfied and very in efficient to very efficient.Sample DesignWho is to be surveyed? The market researcher must put 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 submit Press, Printed in the United 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 Ca f Retail, The India chapter, Volume86, Number 336, Jan2005, page-36.www.cafecoffeeday.com Search engines slickness StudyInternational coffee organization- Total production of exporting countries. http//www.indiacoffee.org/coffeeinindia/database-jan-2007.htm coffee board 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.