Coffee wars in india
-
Upload
komal-vasoya -
Category
Education
-
view
63 -
download
4
Transcript of Coffee wars in india
Coffee Wars in India -Café Coffee Day Takes on the Global Brands
1.Priyanka Agarwal11.Fahad Dossani 51.Komal Vasoya
The Coffee Shop Market in India
• Hot beverages – a part of Indian tradition • Coffee took the first seat in south India • To spread the drink – coffee shops emerged • Indian ( RTD ) Domestic coffee market – INR 1100 crore • Growth – 2250 crores by 2017
Overview
Market Share
Café Coffee Day
• Founded in 1996 • V.G. Siddhartha-Founder and Chairman• 1497 outlets across 142 cities• Average footfall: 300 per café per day• Vertically Integrated• Short purchase cycle• Zero Channel Distribution
The Café, Lounge and Square CafeCafe• Chairs very close – customers complain of intrusion of
privacy• Affordable hangout for the young crowd
Lounge• Outstanding ambience – commendable service • Meal for two @ INR 750
Square• For absolute Coffee Connoisseurs• Coffee Snobbery Lounge
Starbucks• Founded in 1971• Howard Schultz- Chairman and CEO• Tata Coffee – Tata Starbucks• 84 outlets (May 2016)• C.A.F.E Practices-ensuring quality • Long purchase cycle • Brand Positioning
Segmentation, Targeting and Positioning Parameters Starbucks CCD
Segmentation People looking for coffee with experience
Youngsters looking to hangout with friends
Targeting Upper middle class Youngsters – college students and working professionals
Positioning Great Coffee. Great Service
A place between office and home
8Ps of Services
• Product-Coffee with great taste - Personalized coffee with great taste
• Place -SB in metros and cosmos - CCD in tier I and tier II cities
• Price - A meal for two @ CCD 350 - A meal for two @ Starbucks 750
8Ps of Services
• Promotion -CCD Print ads on
newspapers, magazines, tie up with multiplexes, movie
associations- Social Media ( Starbucks )
• People - more pleasant, polite, positive at Starbucks than CCD
•Physical Environment - Classic Interiors at Starbucks - Trendy and bold interiors at CCD
8Ps of Services
• Process - Self Service @ Starbucks - Partly self service @ CCD
• Production Quality
- Great coffee great taste.
ChallengesStarbucks:• Amount of store closures• Competitors• Limited outlets• Not an affordable price
CCD:• Customer Service• Rural Employees• Cost of Land• Managing outlets
Starbucks vs CCD: Verdict:
• So, after all points being considered for Starbucks vs CCD, it is obvious that Starbucks is quite the winner here.
• It is giving quite a good competition to CCD.