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Brand Perception Of Cafe Coffee Day

7184 words - 29 pages



In performing my assignment, I had to take the help and guideline of some respected persons, who deserve my greatest gratitude. The completion of this assignment gives me much Pleasure. I would like to show my gratitude to Mr Anish Yousef, Mentor, Q1410 for giving me a good guideline for assignment throughout numerous consultations. I would also like to expand my deepest gratitude to all those who have directly and indirectly guided me in writing this assignment.
In addition, a thank you to Varun Sir, who introduced me to the Methodology of work, and whose passion for research ...view middle of the document...

It started operation since 1996 by V.G Sinddharth. CCD pioneered the café concept in India by year 2000 the company had only 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 café coffee day is owned by ABC Ltd which is the largest producer of Arabic coffee in Asia. There were many move made by café coffee day. It was café 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 cafés like High street café, garden café, mall café, Highways café etc. Café coffee day today has become the largest youth aggregate for marketing. Stand point the success has come by focusing on 3’A: Accessibility, Affordalibility, and Acceptability coined by “ Bidisha Nagaraj, the marketing president of café coffee day. The amalgamated bean is among India’s top two coffee producers exporters with 10500 acres of coffee plantations in chik magalur company has 3 formats to focus on its customers café coffee day lounge the premium format for the elite customers. The café coffee day square the café coffee day for the large number for the large number of regular customers.
It took six years for café coffee day to open 35 outlets on other hand the star buck-TATA alliance is planning to half century in a little more than a year. There were already competitors like Barista, java green, and Macho. Parts from Starbuck there are various international players like Costa coffee, Ill café etc. which are trying to enter the Indian market. These market situations have a deep impact on the operations of café coffee day to gain back its lost customers and also to get the potential customers do so.

Literature Review
1. A recent report by consulting firm on “Indian Cafe Market” says that the market is estimated to be around $230 million and is expected to grow to a $410 million industry by 2017 at a CAGR of 14 per cent.
The café chains contribution was highest and accounted for 42.2 per cent of total quick service restaurant market.
Indian café market is dominated by Café Coffee Day followed by Barista and Costa Coffee. This huge change in the demand pattern can be attributed to the rising per capita income, rapid urbanisation and up-gradation in life style.
Starbucks has positioned itself as the premium product which promises a rich coffee experience. It has followed an aggressive pricing to selectively target the niche segment who can afford the high price for coffee. While Cafe Coffee Day (CCD) has been targeting the middle class customers who value the product for the price, Starbucks has been targeting the premium segment.
In a survey posted by Market Outlook it is seen that 33.6 per cent of the people prefer to spend Rs. 100-200 a day, and 28.2 per cent Rs. 200-300 a day whereas only 2.7 per cent people prefer to spend between...

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