raw ccd ppt

8/3/2019 raw ccd ppt

1/11

CAF COFFEE DAY


2/11

IntroductionA division of India's largest coffee conglomerate, the Amalgamated Bean Coffee Trading Company Limited (ABCTCL).

V.G. Siddhartha, chairman

It's a Rs. 750 crore, ISO 9002 certified company.

Asia's second-largest network of coffee estates 10,500 acres and 11,000 small growers

Coffee clients across the USA, Europe and Japan thus One of the top coffee exporters in the country.

Opened first caf in 1996 on brigade road in Bangalore.

Coffee dayfresh nGround

Coffee dayXpress

Coffee dayTake away

Coffee dayExports

Caf coffeeDay

Coffee dayPerfect

Coffee day has six different divisions include caf coffee day.


3/11

CHAIRMAN

REGISTERED OFFICE

AT CHIKMAGALUR

STORAGE

PROCUREMENT

PRODUCTION

PLANTATION

HEAD

OFFICEHASSAN

STORAGE

PROCUREMENT

PRODUCTION

PLANTATION

AGENTS

CORPORATE OFFICE

BANGALORE

CAF

COFFEE DAY

BEVERAGES

FRESH AND

GROUND

EXPRESS

EXPORTS

PLANTATION

PACKAGING

PRESIDENT

DESIGNATIONS&

DEPARTM

ENTS


4/11

COFFEE +

CCD wafer, mints, t-shit,bags, filters etc

Packaged bottled water

Merchandise was toreward coffee lovers

Visibility made buildingbrand coffee day

PROMOTING CCD

Brand communication bytie ups with levis &worldspace radio

In film promotions Sponsored Get

Gorgeous by channel V

Co-promotions withinstore

sale of tickets for the

Enrique Iglesias and Elton

John concerts

EXPANSION & GROWTH

Tie with BPCL & HPCL toopen oulets at gasstations

Tie in with WIPRO etc toopen outlets in the office

Partnership with gingerhotels

Airline catering with AirDeccan and Go Air

Plans to set up drive-

through Plans 50 outlets

internationally


5/11

BREWING THE STRATEGY AT CCD

Percieved as a South Indian brand Most of the customers between the age group of 15-

29

Customers looked for a good experience than a

good coffeeStrategy by CCD

Product selling to experience selling

Revamp the logo Look n feel of its outlets and brandpositioning

New avatar targetted young people


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CREATION OF PERFECT CAFEEXPERIENCE

Dipstick surveys on customer preferences,likes, dislikes, suggestion

Wi-fi facility

Co branding excersise with brands likeworldspace satelite


7/11

The TG belonging to middle or upper middle class CCD in its new positioning had a brand

fitwith the youth and the young at heart.

Thus, people who were youthful or young in terms of age, outlook, or mindsetqualified as CCD customers.

29%

44%

27%

AGE GROUP

Teenage20-24

25-29

Lounge cafs that combined the style and luxury of a lounge Garden cafs that offered customers the joy of rejuvenation Music cafs that provided customers the choice of playing theirfavourite tracks Book cafs that were essentially targeted at those who felt like browsing through abestseller Highway cafs that provided the road weary travellers a cool andcomfortable place


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OWNERSHIP VS

FRANCHISE

CCD owned nmanaged all cafes

Self owned= more

expensive Greater control on

product quality

Franchise route inCoffee day Xpress

Limited food/snackoffering

Franchise in case offoreign outlets

QUALITY ASSURANCE

Operational manager:Checking business,Record keeping,

Service , Check,feedback forms

Food in charge :Storage of food,Production process ofcoffee, Coffee

extraction etc.

COMPETITON

US based Starbucksand other players likeJava green, Barista,

Mocha etc Italian coffee company

Lavazza aquiring 100%of Barista

Starbucks moving toindia


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LOGISTICS PROCESS

S1

S2

S3

S4

S5

S6

Unloading, quality check

Storage & Inventory

Packaging & Shipping


10/11

CHIKMAGALUR

BANGALORELOCAL

WAREHOUSE

OUTLETS

OUTLETS

NEW DELHILOCAL

WAREHOUSE

OUTLETS

OUTLETS

Monthly basis

Weekly basis

Daily basis

Monthly basis

Weekly basis

Daily basis

CHIKMAGALUR

BANGALORE

OUTLETS

OUTLETS

NEW DELHI

OUTLETS

OUTLETS

EARLIER

NOW

SUPPLY CHAIN


11/11

NEW SUPPLY CHAIN

CHIKMAGALUR

BANGLORE

DELHI TO

RESPECTIVE

OUTLETS

TO

RESPECTIVEOUTLETS

This process is possible by the step of taking over SHIVAM LOGISTICS by CCD

FOODHANDLING

TRAINING

INVENTORY

EQUIPMENT INSTALLATION

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