study on beans 2 cup(b2c) & liquid coffee machine(lcm)

7/30/2019 Study on Beans 2 Cup(b2c) & Liquid Coffee Machine(Lcm)

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AMALGAMATED BEAN COFFEE TRADING CO. LTD.

A

RESEARCH REPORT

ON

STUDY ON BEANS 2 CUP(B2C) &

LIQUID COFFEE MACHINE(LCM)

SUBMITTED TO

Director Rbmi Greater Noida

SUBMITTED BY

NEERAJ KUMAR SRIVASTAVA

ROLL NO. 0621170034

MASTER OF BUSINESS ADMINISTRATION

BATCH 2006 2008

RASHPAL BAHADUR MANAGEMENT INSTITUTE

GRATER NOIDA


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DECLARATION

I, NEERAJ KUMAR SRIVASTAVA, hereby declare that the researchentitled STUDY OF BEANS 2 CUP (B2C) & LIQUID COFFEE

MACHINE (LCM) has been prepared by me under the guidance of Mr.

MANISH JAIN.

I, further declare that this project work is my original work and no part of this

project has been published or submitted to anybody or university for award of any otherdegree / diploma.

Date: 17 Aug., 2007

NEERAJ KUMAR SRIVASTAVA

MBA (2006-2008)


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ACKNOWLEDGEMENT

I wish to express my heartfelt thanks to Mr. V.G. Siddhartha ji, (Chairman) and

Mr. Abhishek (ASM) of Cafe Coffeeday. His cheerful induction on my first visit to

companys office, helped me to know about ABC Trading Co.Ltd. as a company and

the activity I had to perform.

I am also thankful to all the other persons of Marketing department.

My heartfelt gratitude goes to my family member who always inspired and

motivate me in carrying out this study.

I would like to express my sincere gratefulness to my revere faculty member and

guide Mr. MANISH JAIN. for her valuable suggestions, co-operation and

encouragement throughout my effort in compiling and preparing this project.

Last but not least, I am thankful to all the Admns. of the Companies and that

companies who have already use B2C & LCM, who I met during the survey for their

cooperation throughout the project.


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PREFACE


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This report is intended to understand the various retail products Beans 2

Cup(B2C) & Liquid Coffee Machine(LCM). The basic objective of this project was to

analyze the customers criteria for the purchase of B2C & Liquid Coffee Machine

products with specific reference, so that I would be able to give a complete picture

regarding the products to the customers.

This study is intended to give a closer insight into the various products B2C &

LCM (Beans 2 Cup & Liquid Coffee Machine) has to offer. Special emphasis has been

given to the services provided by Caf Coffeeday.

This study shows a purchase behavior towards B2C & LCM of the various

benefits / services given by ABC Trading Co. Ltd. with respect to other competitors.

This analysis helped me a lot in showing my prospective customers.

This study also covers the various suggestions and recommendations for Beans 2

Cup(B2C) & Liquid Coffee Machine(LCM) towards improving the quality of services

and thus giving value for services to its customers.

1. INTRODUCTION OF PROJECT . . . . . . . . . . . . . . . . . 10 - 12


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2. SCOPE OF THE STUDY . . . . . . . . . . . . . . . . . . . . . . . 13-14

3. COMPANY PROFILE . . . . . . . . . . . . . . . . . . . . . . . . . 15-18

PLANTATION . . . . . . . . . . . . . . . . . . . . . . . . . .19-21

VISION OF THE COMPANY . . . . . . . . . . . . . .22-23

INTRODUCTION OF THE PRODUCT. . . . . . 24-32

4. OBJECTIVE OF THE STUDY

EXPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33-37

COFFEEDAY PERFECT BRAND NAME . . .38 COFFEEDAY PERFECT OBJECTIVE. . . . . .39

COFFEEDAY PERFECT PACKAGING . . . .40

POWER OF RELATIONSHIP . . . . . . . . . . . . 41

5. RESEARCH METHODOLOGY . . . . . . . . . . . . . . . . . .42-43

SWOT ANALYSIS . . . . . . . . . . . . . . . . . . . . . . . 44-48

HUMAN RESOURCE DEVELOPMENT . . . . . .49

COFFEEDAY XPRESS . . . . . . . . . . . . . . . . . . . .50-56

(LOCATION, PRICING, CAF BEAT)

BUSINESS ASSOCIATION. . . . . . . . . . . . . . . . 57

6. FINDING & ANALYSIS . . . . . . . . . . . . . . . . . . . . . . 58-66

7. AIM OF THE ORGANISATION . . . . . . . . . . . . . . . .67-68


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8. SUGGETIONS & RECOMMENDATIONS . . . . . . . 69-71

9. LIMITATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72-73

10. CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74-75

11. BIBLIOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . .76-77

12. ANNEXURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78-80


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INTRODUCTION TO THE PROJECT

In todays competitive scenario it becomes very necessary for the manufactures to

woo the prospective customer by offering the desired features in the product and more

value for money so as to delight them.

Promotional campaigns therefore become an essential feature to achieve the

objectives of arousing the interest of prospective customers.

As the part of this, ABC Trading Co.Ltd. gave me the task to carrying out the

study of Beans 2 Cup & Liquid Coffee Machine at Bangalore with special

reference to the following:

1. Estimation of per month consumption of B2C & LCM in local market.

2. Key trends in the construction activities with special reference to usage Beans

2 Cup & Liquid Coffee Machine.

3. Consumer Behaviour

4. Market share of various competitors and the extent of brand consciousness

amongst various stake holders.


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Areas covered were Agra, Ahmedabad, Amritsar, Bangalore, Bhubaneshwar,

Bhopal, Chandigarh, Chennai, Cochin, Darjelling, Dehradun, Dhanbad, Gwalior,

Goa, Gurgaon, Guwahati, Hubli, Hyderabad, Indore, Jabalpur, Jaipur, Jalandhar,

Jamshedpur, Jammu, Jodhpur, Kanpur, Katra, Kolkata, Lucknow, Ludhiana

Mathura, Manipal, Meerut, Mumbai, Muradabad, Mysore, Nagpur, Nashik, New

Delhi, Noida, ooty, Patiala, Pune, Rajkot, Raipur, Ranchi, Shilong, Simla, Surat

Thiruvananthapuram, Varanasi, etc.


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SCOPE OF THE COMPANY

A highly eventful year marked by huge expansion initiative, large-scale

integration of leading edge technologies and a tremendous growth in value and

production has given ABC Trading Co.Ltd. the thrust to make its mark in the world

B2C & LCM market. A significant increase in exports and the global acceptance of

ABC Trading Co.Ltd. value added products by the most discerning of international

buyers has further strengthened the position ot the company.

Bringing about a substantial reduction in manufacturing costs, this vertical

integration will also usher in much higher profit margins. ABC Trading Co.Ltd. has also

been consistently posting healthy profits even in the most adverse year for B2C &

LCM. Presently the organization I moving from strength to strength financially after the

exponential increase in overall value in the year gone by.

The trademark Caf Coffeeday commitment to the highest standards of quality

through the best available ad most advanced technology has paid rich dividends in the

form of even greater customer satisfaction and a much larger customer base, both in

India and abroad. It is poised to leverage its inherent strengths and successes and surge

ahead towards new achievements.


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ABOUT THE COMPANY


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Amalgamated Bean Coffee Trading Company Limited is perhaps one of the two

fully integrated coffee companies of Asia, involved in all sectors of Coffee from

plantations to retailing to exports.

Amalgamated Bean Coffee Trading company, better known as "ABC", is one of

the largest exporters of green coffee from India since 1999. ABC's business mission has

its roots in coffee knowledge. This culminates into an incessant effort to adapt to

dynamics of the coffee market resulting onto a leadership role. ABC has invested well

into a Research and development on coffee quality that supports our domestic

promotion of various blends of coffee and augments our export activities.

Caf Coffee Day is a division of India's largest coffee conglomerate

Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), popularly known as

Coffee Day, a Rs. 300 crore ISO 9002 certified company. Coffee Day sources coffeefrom 5000 acres of coffee estates, the 2nd largest in Asia, that is owned by a sister

concern and from 11,000 small growers. It is one of Indias leading coffee exporters

with clients across USA, Europe & Japan.

With its roots in the golden soil of Chickmaglur, the home of some of the best

Indian Coffees and with the vision of a true entrepreneur nurturing it, Coffee Day has its

business spanning the entire value chain of coffee consumption in India. Its different


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divisions include: Coffee Day Fresh n Ground (which owns 354 Coffee bean and

powder retail outlets), Coffee Day Xpress (which owns 341 Coffee Day Kiosk), Coffee

Day Take away (which owns 7000 Vending Machines), Coffee Day Exports and Coffee

Day Perfect (FMCG Packaged Coffee) division.

Caf Coffee Day (CCD) pioneered the caf concept in India in 1996 by opening

its first caf at Brigade Road in Bangalore. Till about the late 1990s coffee drinking in

India was restricted to the intellectual, the South Indian traditionalist and the five star

coffee shop visitor. As the pure (as opposed to instant coffee) coffee caf culture in

neighboring international markets grew, the need for a relaxed and fun hangout for

the emerging urban youth in the country was clearly seen.

Recognizing the potential that lay ahead on the horizon, Caf Coffee Day

embarked on a dynamic journey to become a large organized retail caf chain with a

distinct brand identity of its own. From a handful of

cafs in six cites in the first 5 years, CCD has become Indias largest and premier retail

chain of cafes with 434 cafes in 76 cities around the country.

Enthused by the success of offering a world-class coffee experience, CCD has

opened a Caf in Vienna, Austria and is planning to


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open other Cafes in the Middle East, Eastern Europe, Eurasia, Egypt and South East

Asia in the coming months.


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ABC has its seeds sown in the heart of the coffee cradle of India, Chikmagalur.

The region is a world wrapped in primeval innocence, where panthers, tigers and

elephants roam.

Our passion for coffee stems from the august heritage of coffee estates inherited

by the promoter's family. What started out with a small group of family-owned estates,

gradually grew as more and more estates were included to finally form Amalgamated

Bean Coffee Trading Co.Ltd.

The plantations nestled in Chikmagalur and Mudigere region of the Western

Ghats, are spread over 5000 acres of well-maintained estates upto

4500ft above sea level. This makes us the second largest plantation company in the

country. Our estates are the first and at present the only

ones in India to be certified by the "Utz Kapeh Foundation" for efficient farm

management and full traceability.


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Our estates provide a natural habitat for several genus of flora and fauna.They are

hosts to innumerable herbs,shrubs and trees like jackfruit, arecanut, orange, pepper,

cardamom, etc.

The coffees at our estate are grown under the dark shades of various forest trees

like silver oak, Indian Rose wood and various others.

The estates share boundaries with some forest reserves and wild life sanctuaries

and hence is also home to a variety of species of wildlife from birds and hares to deer,

bisons, elephants, and even tigers!

The Bhadra river and numerous natural streams provide the all-essential aquatic

support to the entire constitution.


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VISION OF THE COMPANY


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An effective growth over the previous year, a growing list of top level clients, a

rapidly expanding export market.

A key reason for this is the financial strength of Caf Coffeeday. Another strength

of the company has been its client diversification strategy. A single minded customer

focus has been pivotal in Caf Coffeeday success and will continue to be a key element

of all future plans.

This path breaking project is being implemented I modular fashion and at present

the work is progressing at a blistering pace alongwith site development. This large scale

integrated Beans 2 Cup and Liquid Coffee Machine are all set to bring in a new era of

enhanced productivity and growth in Caf Coffeeday. Designed to the highest

international standards.


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INTRODUCTION TO THE PRODUCT


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The ABC Trading Co.Ltd is producing wide range of Machines & Beans in

varying shape, size, etc., which are sold globally. In this present project we have

selected following prducts of Caf Coffeeday for study:

10 Flavours of Beans 2 Cup

Flavours of Liquid Coffee Machine:

Other prducts of Caf Coffeeday for study:

BEANS 2 CUP(Beans+Fresh Milk)

3COFFEE

5 TEA 3 SOOP

* Cappuccino Normal* Expresso Strong* Latte Light

* Plain * Leman* Ginger * Masala* Cardur

* Hot Chocolate* Badam Milk* Hot Milk

Liquid Coffee Machine

Tea Coffee

* Plain * Ginger * Masala * Cardur * Lemon


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Espresso

Strong black coffee ...no frills

Espresso Americano

Lighter espresso for mellow moods.MacchiatoExpresso topped with milk foam.Cappuccino

The hottest selling item,prepared in true Italian style.Cafe Latte

Espresso with milk. A light coffee.Chococinno

A sinful combo of chocolate ice & hot coffee.

Cafe MochaHot coffee with a swirl of chocolate.

Irish Coffee

Whipped cream tops the flavour of your choice

Plunge deeper and discover light espresso.Caffeine kick

Black velvet

Take Away

Regular/ Large

Ethiopian Qahwah

Delightfully flavoured and aromatic with dark chocolate overtones.Kenyan Safari

With the bright, striking flavour of blueberry.

Honey

Flavoured Syrups

Try hot coffee with specially imported flavours.Red Eye

An additional shot of espresso. For strong coffee.


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Whipped Cream

Snowcap your coffee with some lightened creamScoop of Ice Cream

Chocolate sauce

ICE BLENDED COFFEE

Cold Sparkle

Chilled coconut - flavoured coffeeTropical Iceberg

Chocolate flavoured coffee with crushed iceArabian Heights

Distinct flavour of cardamom, stimulating from the first sipTropical Temptation

Tropical Ice Burg with Whipped CreamIced Eskimo

A chiller to the core. This is as good as coffee can getAnd the Winner is..Kaapi Nirvana

Presenting the Indian coffee that won the silver medal in the world Barista

Championship,2002COFFEE ON THE ROCKS

Mochachillo

A swirl of chocolate, espresso and rich creamy milk served on the rocksCappachillo

Espresso with rich creamy milk, served with floating ice cubesVegan shake

Our Speciality. No animal Fat. A chilled coffee shake with soy milk.

CREAM BLENDED COFFEECafe Frappe

Ice cream and coffee blended to smooth, creamy perfectionAlmond Frappe

Almond Flavoured rich, Creamy Cold Coffee with Whipped Cream, garnished with

almond flakes


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Devils Own (frappe+ choc. Sauce + cream)

A smooth blend of cream & coffee, drenched with Chocolate sauce,topped up with a

shot of Whipped Cream and Coffee beans

Choco Frappe (frappe +ice cream +choc sauce)Frappe with vanilla ice cream & Chocolate sauceFRUIT FRAPPE

Mango Frappe

Strawberry Frappe

Pineapple Frappe

Litchi Frappe

Cold Chocolate

Lots and lots and lots of Chocolate

Assam Tea

Premium tea from the misty hills of Assam.Masala Chai

For that ethic feelLemon 'n Ice Tea

Chill outStrawberry Ice TeaHot Lemon Tea

Dark Forest 200gms/500gms

India's first special, high altitude, single-origin coffee.Arabicaah

Cafe blendPerfect

Ultra RichCharge

Bright

SMOOTHIE


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Mango Colada

It is a mango smoothie with a real taste of garden fresh MangoStrawberry Colada

A rich strawberry shake. With whipped cream

GRANITASBlood Orange

It is blood orange Granita.With a real taste of Juicy OrangeCool Blue

Granita with blue CuracaoPineapple Crush

It is a pineapple granita. Flavored with juicy pineapple

Litchi

Ginger Spice

Pina Colada

Banana 'n Walnut Cake

Banana Chocolate Mousse

Banana Caramel pie

Butterscotch Gateaux (100% veg)

Black Forest Gateaux

Chocolate / Walnut Brownie

Chocolate Doughnut

Chocolate Fantasy

Chocolate Mousse

Chocolate Cake


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Cookies

Date & Walnut Cake

Fresh Fruit Gateaux

Mocha Magic / PastryMarble Cake

Mousse au Chocolate

Pineapple Gateaux

Qahwah Slice

Vanilla

Chocolate

Seasons Best

Fruit Juices

Orange & Apple flavour

Mineral Water

Chocolate Fudge

Caribbean Calypso

Chocolate TruffleChoc-a-Vloc

Vanilla Sundae


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We offer all the standard Indian grades of coffee including-

Arabica Parchment or Plantation PB A, B & C

Arabica Cherry PB, AB and C

Robusta Parchment PB, AB and C


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Robusta Cherry PB, AB & C

Utz Kapeh - Certified Responsible Coffees

Utz Kapeh certification is a worldwide and market-driven initiative for

responsible coffee production and sourcing. It aims at bringing about complete

transparency in the supply chain of coffeefrom the farm to the cup. (ReferUtz Kapeh)

Gourmet Coffees

Single Origin- High Altitude coffees

Mysore Nuggets EB (Extra Bold)

Robusta Kaapi Royale (Sc 17, 18 & 19)

Indian Monsooned Coffee (The Monsooning Process)

Single Origin- High Altitude coffees

Kathlekhan, which literally means 'Dark Forest' in Kannada, the regional

language, is in the heart of the Baba Budan Giri mountains, This region has been ranked

as one of the rare cradles for fine coffee the world over. It is here in these mountain

ranges, where India's love story with coffee was conceived more than 400 years ago.Legend has it that in the 17th century, a saint named Bababudan brought to India seven

wonderful seeds when he returned from a pilgrimage to the Holy Land. He is said to

have planted them around his cave on the slopes of the Chandragiri mountain ranges,
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which now bear his name. The exact location of this cave is not clear, but most probably

it lies within the 1500 acres of the Kathlekhan estate.

The estate is bordered by over 100,000 acres of dense forest where panthers and

tigers still roam. This has now become the Bhadra Tiger Reserve. Also bordering the

estate is the backwaters of the Bhadra reservoir, making Kathlekhan one of the remotest

coffee estates. It is one of the largest coffee estates located as a single unit.

The coffee at this estate is grown under the dark shades of various forest trees.

The soil here is rich in minerals and because of the high altitude of 3700 feet and low

temperatures, coffee beans mature slowly, incorporating subtle, sensual flavours as it

ripens. The result is single

origin, shade grown, hand crafted, washed and bold green beans with a grayish hue.

This coffee was launched at the India International Coffee Festival 2002 and is India's

first single origin estate branded special coffee.

In India it is well admired in the premium market both in the form of beans as

well as coffee powder sold under our brand name of 'Dark Forest'.

The cup is adjudged to be full-bodied with good clear acidity accentuated by wild

berry flavours laced with sweetness.

Mysore Nuggets EB (Extra Bold)


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Mysore Nuggets EB is prepared from Arabica Parchment (Plantation) coffee,

grown in the regions of Mysore, Coorg, Bababudan, Biligiris and Shevaroys.

This is a premium coffee and represents the best quality plantation coffee from

India. Beans are large and uniform, bluish green in colour and have a clean polished

appearance.

In the cup, the coffee exhibits full aroma, medium to good body, good acidity and

a fine flavour with a hint of spice.

Robusta Kaapi Royale

Robusta Kaapi Royale (RKR) is prepared from Robusta Parchment AB coffee of

Mysore, Coorg, Malabar, Wyanad, Shevaroys, Pulneys and Bababudan regions.

This special grade of coffee is clean garbled and is medium to well polished. It

does not contain Peaberry brokens or any extraneous matter. It is also free from

defectives including greens, bleached and spongy beans, unwashed bean, browns,

blacks, insect damaged beans and pulper cuts.

In the cup, the coffee is full bodied, soft, smooth and mellow.

Indian Monsooned Coffee


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Known across the world, as unique coffees processed as per centuries old

traditions, "Monsooned coffee" was first produced quite by accident.

In the earlier days, coffee shipped from India to Europe took almost six months to

reach its destination. During that shipping process, the humidity at sea changed the

beans allowing it to acquire a distinct rich, mellow taste and a unique golden look. With

the coffee beans 'swelling' due to the moisture in the air, a new kind of coffee was born

- Monsooned Coffee.

Today, this entire flavour and experience is recaptured by the special process of"monsooning". (Refer The Monsooning Process)

The Monsooning process reforms the colour and the physical characteristics of cherry

coffee. The colour is changed to a golden yellow. The beans swell in size and the bulk

density is reduced

Monsooning of coffees enhances the cup quality of cherry coffee. The cherry/fruity

taste disappears and the liquor is soft, rich, velvety smooth and mellow with light

acidity and a pleasant earthy flavour.

Coffee Day Perfect Brand name

Connotes the perfect blend of Coffee Days coffee-chicory offering

Connotes the perfect cuppa that consumers have grown up with - giving the

perfect aroma & taste.

Brings alive the young, warm, contemporary yet modern associations to coffee.
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USP of Brand

More Coffee. Perfect Taste

To sum up,

Coffee 57% - Chicory 43% + Perfect Taste = Coffee Day Perfect

COFFEEDAY PERFECT - OBJECTIVE

To provide the consumer a superior coffee-chicory blend that he or she has been

drinking till date.

A superior product than what others have been offering.

To be available in every possible retail outlet which ensures convenience and ease

in availability.

To provide the best quality of coffee- chicory blend at value for money prices.


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What makes Coffee Day Perfect so special?

Coffee Day Perfect is a superior filter coffee with a unique blend of 57% coffee

and 43% chicory.

Coffee Day Perfect is superior blend of beans handpicked from our own estates in

Chikmagalur, roasted & ground to give you that perfect taste youve never

experienced before.

Coffee Day Perfect Packaging:

Strong branding of Mother brand, Coffee Day which brings alive the

associations to Coffee Day.

The uniqueness of our product pack is the attractive aroma cues, strong coffee

colours on the pack which connote a stronger coffee.


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Golden brown coffee beans that connote superior beans.

Perfect coffee drinking experience.

POWER OF RELATIONSHIP

Adding value to relationship is given very high importance in every endeavor of

ABC Trading Co.Ltd. whether the customers, shareholders, partner companies or


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employed nurturing & Admns and enriching relationships has been a strategic focus

and a rewarding policy.

These heavy relationships have enabled Caf Coffeeday to expand its client base

in India. The closer and more productive co-operation that has developed with all those

whole life. A growing client portfolio and exports making up most of it. Caf Coffeeday

clients are Moserbear Pvt. Ltd, ST Software Company, The Great Place Mall, Noida,

Shipra Mall, and automobile companies like, Bajaj, Honda SIEL Car, and many others

as well as leading white goods manufactures like LG, BPL, Godrej, Electrolux,

Whirlpool, Videocon, Samsung amongst many more.


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RESEARCH METHODOLOGY

Research is a scientific and systematic search of pertinent information on a

specific topic. Defining the research Methodology of any study is quite essential to

validate the research and to derive the fruitful results from them.

(a) SOURCES OF DATA

Data was collected from the partner of companies under direct personal

interview via personal visits to each of them.

Data from the persons already using our product.

(b) QUESTIONNAIRE CONSTRUCTION

Framed questionnaire were provided by my project guide

Mr. Abhishek & Mr. Rajneesh.

(c) TYPE OF STUDY

Exploratory research design used for data collection.

(d) METHOD OF GRAPHS

Graphs and pie charts as framed and made under Microsoft excel

environment.


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SWOT ALALYSIS

STRENGTH

1. Profit makes year on year.

2. Dedicated partners of the company.

3. Imported machines are using in the plant to provide best quality in Indian markets

as well as foreign market also.

4. Fully computerized machines to fulfill the requirement of the customers at the

minimum tolerance.

5. Caf Coffeeday has many branch offices in all over India to make easy

availability of goods to the customers.

WEAKNESS

1. Company is not finalised its machines so that it has to depend on other companies

for its manufacturing.

2. Not more emphasis in local market in the field of B2C.


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OPPORTUNITIES

1. To enter in the field of many items of Caf Coffeeday.

2. Beans 2 Cup and Liquid Coffee Machine which proves to be a good opportunity

for ABC Trading Co.Ltd. an its growth.

3. ABC Trading Co.Ltd. is also planning for meeting out for captive use of group

companies as well as for the domestic and international markets.

THREATS

1. From the government policies, which results in up and down in B2C & LCM

prices?

2. Machines manufacturing of the company is depending on the others. Itsirregularity can make irregularity in the supply of finished goods.

3. From competitors in B2C & LCM.

BENEFITS TO CUSTOMERS


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It is no longer enough to satisfy customer. We must delight them.

It is very important for companies to know the

1. Which strategy makes high performance business?

2. What are the leading customer values and satisfaction? How do the leading

companies produce and deliver them?

3. What strategies taken by the companies to attract and remain customer?

4. How can companies improve customer profitability?

5. How can companies practice total quality management?

Whether the buyer is satisfied after purchase depends on the offers

performance in relation to the buyers expectation.

CUSTOMER PROFILE


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The caf is a meeting place for 15-29 year olds, both male and female who are

served the best coffee by friendly and informed staff, in an uplifting and invigorating

ambience.

Research shows that teen-agers form 25% of our customers while 38% of the

customers are between 20 and 24years and another 23% belong to the age group of 25-

29 years. Students and young professional comprise around 72% of our customers.

18% of the customers visit the cafes daily while another 44% visit weekly. Each

caf, depending upon its size attracts between 500 and 800 customers daily, mainly

between 4pm and 7 pm. Customers describe Caf Coffee Day as the place they frequent

most after home and workplace/college. It is a place where they meet friends and

colleagues, in groups of 3 or more; a place where they rejuvenate and are free to be

themselves rather than a place to be seen at vis a vis other cafes.

HUMAN RESOURCE DEVELOPMENT
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Your company achieved a record of turnover due to the untiring efforts put in by

the people at all levels. Industrial relations remain cordial throughout the year and the

Board records its appreciation for the contribution of all employees towards the growth

of the company without which the achievements made would not have been possible.


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COFFEEDAY XPRESS

Coffee Day Xpress is a unique concept of convenient cafe, an idea that feeds a

world that's continuously in transit.


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The Coffee Day Xpress kiosk is a sanctuary where the harried urbanite can pause

for refreshment before getting on with life. Retail custom-made for the 21st century.

Catering to a world that needs coffee on the go! At high-traffic locations. With hot and

cold beverages and a variety of ready-to-eat snacks.

Amalgamated Bean Coffee Trading Company Limited or ABC, as it is better

known is a fully integrated coffee company with a rich heritage that stretches over a

century. Its endeavours find expression from coffee plantations to innovative retail

concepts and even exports.


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To ensure that it remains a dominant force in the coffee sector, ABC has invested

extensively in Research & Development to ensure quality coffee blends.

At the busy city crossroads, between home and office, when there's not enough

time for hot cup of coffee or a leisurely meal, you can trust a Coffee Day Xpress to

provide fast, fresh, hygienic, convenient-to-eat and affordable food & beverages.

Spectacular success has greeted Coffee Day Xpress at:

Shopping malls

Supermarkets

Multiplexes

Corporates

Airports

Railway stations

Depots

Petrol pumps

Parks

Getaways

Educational institutions...


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In a short period of just three years, the Coffee Day Xpress has managed to excite

customers in 18 cities across India. With a growing

presence in airports and the railways, Coffee Day Xpress is perhaps the only national

coffee brand that is capturing the imagination of modern resurgent India.

Pricing


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Products 50g 100g 200g 500g

Blend (Rs.) (Rs.) (Rs.) (Rs.)

Coffee Day Perfect 57-43 7 14 28 69

Others 53-47 7 14 28 69

Coffee Day Perfect priced on par with competitor but offers greater value to

customers in terms of more coffee.


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Advertising Rates:

ADVERTISING OPTIONS RATES IN INR

INSIDE PAGES

FULL PAGE ADVT. 50000

FIRST RIGHT HAND PAGE 56000

HALF PAGE ADVT. 29000

QUARTER PAGE ADVT. 17000COVERS

FRONT PAGE SOLUS 34000

BACK COVER (FULL PAGE) 62000

SPECIAL POSITIONS/INNOVATIONS

FULL PAGE SPONSORSHIP/BRANDED PAGE 50000

SINGLE COLUMN 20000

HALF PAGE DOUBLE SPREAD 62000

CENTER SPREAD 100000

RESPONSE FEATURE/4 PGS BACK TO BACK 199000

SPECIALS/BOX ADVTS. 9000

ADVERTORIALS 50% PREMIUM

MECHANICAL DETAILS In cms (Ht. X Wdth)

(Non-Bleed)

Full PAGE SIZE 38*25


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Half PAGE SIZE 19*25

Quarter PAGE SIZE 9*25

FRONT PAGE SOLUS 3*25

CENTER SPREAD 38*50SINGLE COLUMN 38*5

MATERIAL SPECIFICATIONS

The artwork (Electronic format) should be preferably in CDR (TIFF, EPS also

acceptable).

The CD containing the artwork must be accompanied by a colour printout of the

same.

Material deadline is by the 15th of the previous month (of the advt. release)

BUSINESS ASSOCIATION


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CCD has emerged as an interactive alternative media for brands to communicate

with the young at heart.

Other media, such as electronic, print and outdoor, offer brand communication

through visual and audio modes to a large section of the populace, both relevant and

irrelevant. Caf Coffee Day offers a much more interactive, targeted communication,

sometimes adding even a taste dimension to a brand idea!

Various in-caf collaterals used to impart visibility to a brand inside a caf or to

add the element of interactivity to a campaign are Posters, Tent Cards, Danglers,

Leaflets, Brochures, Coasters, Drop boxes, Contest Forms, Stirrers, Standees etc.

Over the years, CCD has successfully promoted a number of

brands/products/events through various innovative tactics and promo ideas. Cashing in

on its mass captive audience, we at CCD have entered into tie-ups and promotions

which are well knit with our brand promise and which can be creatively used to woo the

Indian Youth


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OBJECTIVE OF THE SURVEY

The purpose behind this survey is as follows:

1. To know the perception of partner of companies.

2. To know the customer behaviour about our product and what qualities they

expert from the brand.


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3. To know that at what price, brand can stay in competitive market and most

preferred brand in the market.

4. To know the customer reaction on post sales services, satisfied or not?

5. To know features can be added to the product so that it can grip market and

can increase its market share as well as what are the

problem faced by customer and how they can be removed so that product can

perform better without any complaint.

SURVEY OF THE COMPANIES

Question-1

How long you are using this product?

0 2 years = 902 4 years = 404 6 years = 10> 6 years = 10


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90

40

10 10

0

20

40

60

80

100

0-2 years

2-4 years

4-6 years

> 6 years

Question-2

Are you satisfied with that product?

Yes = 143No = 07


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143

7

0

35

70

105

140

175

Yes

No

Question-3

At present that product is in which condition?

Good = 95

O.K. = 47

Bad = 08


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95

47

8

0

10

20

30

40

50

60

70

80

90

100

Good

O.K.

Bad

Question-4

Are you aware about Other product of Company?Yes = 126

No = 24


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126

24

0

20

40

60

80

100

120

140

Yes

No

Question-5

At the time of purchasing of that product what are those factors

you keep in mind?

Price = 148


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Quality = 139Availability = 29Past Experience = 26Durability = 96

148

139

2926

96

0

20

40

60

80

100

120

140

160

Price

Quality

Availability

Past Experience

Durability

Question-6

Is there any role of Companys partner to motivate you about any

brand?

Yes = 123No = 27


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123

27

0

20

40

60

80

100

120

140

Yes

No

Question-7

Will you use B2C & LCM in future?

Yes = 125No = 25


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125

25

0

20

40

60

80

100

120

140

Yes

No


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AIM OF THE ORGANISATION

Main aim of the organization is to maximize the customer satisfaction and this is

achieved through providing quality product, continuous achievement and motivated

employees.

IN GENERAL

Satisfaction is a persons feeling of pleasure or disappointment resulting from

comparing a products perceived performance in relation to his or her expectation.

If the performance falls short of expectation, the customers is dissatisfied.

If the performance matches the expectations, the customer is satisfied.

If the performance exceeds expectations the customer is highly satisfied or

delighted.Customers who are just satisfied still find it easy to switch when a better offer

comes along. Those who are highly satisfied are much less ready to switch.


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SUGGESTIONS AND RECOMMENDATIONS

1. According to reach and sale point of view Caf Coffeeday is market leader

company should work hard to maintain this position.

2. Updating of distributors name on the website www.coffeeday.com

3. Toll free number to be made functional 24 hours a day 365 days a year.

4. Letter of thanks for using Caf Coffeeday product need to be send unfailingly

to customers of Caf Coffeeday.

5. Increase in number of visits to company team.

6. Put some hoarding in the dealing areas.

7. Caf Coffeeday wall painting on every Companys dealer along with

Coffeeday logo.

8. Company should go for exclusive Caf Coffeeday dealers.

10.Keep in touch with all dealers, sub dealers, etc.

11.Time to time organize.

12.Company should give gift brochures to all his member of companys for

increasing their sale.
http://www.bhushansteel.com/http://www.bhushansteel.com/


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13.To increase market demand time to time survey should be conducted to

increase sale.

14.Advertisement on TV channels, newspapers, local cable channels should be

given.

15.Reduction in prices to match the prices of competitors because if the company

wants to increase sales then it will have to further penetrate the market.

16.Company should give attention also to small dealers.


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LIMITATION OF RESEARCH

In a research there is always some limitation so no research can be perfect.

In this research procedure these limitation were present and faced by us :

COMPANYS PARTNER ATTITUDE

Some companys partners were hesitating to give appropriate data. So it is not

sure that data collected in this survey is all correct. Some of them were ignored the

questionnaire which we were suppose to get filled by them due to many reasons.


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CONCLUSION


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Today ABC Trading Co.Ltd. is a well known name in the field of Machines and

Beans of Coffee & Tea both. During survey it was noticed that the products of Caf

Coffeeday are the first choice of the quality conscious customers. So, it has the good

potentiality.

In the field of Liquid Coffee Machine enjoys good reputation in the market. All

major companies take on rent from Caf Coffeeday or import. It is basically because of

good quality provided by ABC Trading Co.Ltd. to its customers and also the partners of

the companies.


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BIBLIOGRAPHY


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www.coffeeday.com

www.cafecoffeeday.com

[email protected]

www.utzkapeh.org

infoeutzkapeh.org

www.coffeeday.org

www.cafecoffeeday.org

Company profile of Caf Coffeeday

Questionnaire from Customers,

Marketing knowledge given by Mr. Abhishek & Mr. Rajneesh.
http://www.bhushansteel.com/http://www.cafecoffeeday.com/mailto:[email protected]://www.utzkapeh.org/http://www.coffeeday.org/http://www.cafecoffeeday.org/http://www.bhushansteel.com/http://www.cafecoffeeday.com/mailto:[email protected]://www.utzkapeh.org/http://www.coffeeday.org/http://www.cafecoffeeday.org/


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VISIT TO CONSUMER

QUESTIONNAIRE

Name Age...Address Tel. ..Occupation........................................ Monthly Income..

Q:1 Which machine are you using?Ans: ..

Q:2 How long you are using B2C or LCM?

(a) 0 2 years (b) 2 5 years (c) 5 7 years (d) > 7 years

Q:3 Are you satisfied with that product?(a) Yes ( ) (b) No ( )

Q:4 At present that Machine is in which condition?(a) Good ( ) (b) O.K. ( ) (c) Bad ( )

Q:5 Who suggested you to use that product?(a) Self ( ) (b) Meason ( )(c) Family Members ( ) (d) Neighbours ( )

Q:6 How did you decide which Machine to purchase?(a) Self ( ) (b) Meason ( )(c) Family Members ( ) (d) Neighbours ( )

Q:7 Are you aware about B2C to the customers?(a) Yes ( ) (b) No ( )

Q:8 Name of the other brand of Machine?(a) _______________________ (b) ________________________(c) _______________________ (d) ________________________


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Q:9 At the time of purchase of B2C & LCM what are those factors you keep in mind?(a) Price ( ) (b) Quality ( ) (c) Availability ( )(d) Past Expr. ( ) (e) Durability ( )

Q:10 Is there any role of shopkeeper to motivate you about any brand?(a) Yes ( ) (b) No ( )

Q:11 Will you use this product in future?(a) Yes ( ) (b) No ( )

Q:12 Suggestion

.................

...................................................................................................................................................................................................................

Date Signature

study on beans 2 cup(b2c) & liquid coffee machine(lcm)

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