Fair & Lovely

 
Contents

1. Introduction 3
2. Coffee Industry in India 4
3. Café Coffee Day: Company Background 5
4. The Coffee Consumer 6
5. Non-Traditional coffee retailing in India 7
6. Competition Brewing in Coffee Retailing 7
7. Growth Strategy of CCD 9
7.1 Identifying the gaps 9
7.2 Customers' Latent Needs 9
7.3 Creating the right ambience 9
7.4 Distribution Strategy 9
7.5 Sourcing Policy 10
7.6 Supplier Management 10
7.7 Business Model 10
8 Service Mix for Café Coffee Day 11
8.1 Product 11
8.2 Price 11
8.3 Place 11
8.4 Processes 11
8.5 Promotion 12
8.6 Physical Evidence 12
8.7 People 12
9. Store Formats at CCD 13
10. Menu Decision at CCD 14
11. Reward & Recognition for Employees 14
12. Customer Loyalty Programme 15
13. Customer Satisfaction 16
14. Customer Involvement 16
15. Future Focus: Enhancing experience through service initiatives 17
16. The road ahead….. 17
17. Issues for discussion in the case 18
Appendix A: Segmentation 19
Appendix B: Promotional Campaigns 20
Appendix C: Strategy Charts for Coffee Bars 23
Appendix D: Coffee Consumption Pattern in India 24
D1 :Based on Geography 24
D2 :Category Segmentation 24
D3 :Estimated Domestic Consumption (1991-2000) 24
Appendix E: Café Coffee Day 25
Appendix F: Product Variety 26
Appendix G: Café Citizen Card (loyalty card) 26
Appendix H: Distribution Network 27
Appendix I: Café Coffee Day outlets 27

1. Introduction

"Running cafe is a hospitality business and one needs to create the right ambiance and experience and back it up with strong logistics" Over second and third cups flow matters of high finance, high state, common gossip and low comedy. It is a social binder, a warmer of tongues, a soberer of minds, a stimulant of wit and a foiler of sleep if you want it so. From roadside mugs to the classic demi-tasse, it is the perfect democrat.", said Naresh Malhotra, former Director, Café Coffee Day.

"After experimentation and flirtation with different brands, the... [continues]

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