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Series 1: 3.2 Marketing Mix Product Mix

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Nikunj Sharma

This document provides information on Café Coffee Day outlets and customer visits to coffee shops. It includes the following: - A table showing the growth in number of Café Coffee Day outlets from 1996 to 2014, with the highest number being in 2014. - A list of coffee, tea, refreshments, smoothies, and eatables available in Café Coffee Day outlets. - Graphs showing that 50% of survey respondents preferred Café Coffee Day and Barista equally, 50% visited coffee shops 2-3 times a week, 60% spent Rs. 100-150 per visit, and half spent 1-2 hours per visit. - Additional graphs providing details on group size (most with 3-5 people

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Series 1: 3.2 Marketing Mix Product Mix

Uploaded by

Nikunj Sharma
60 views6 pages
This document provides information on Café Coffee Day outlets and customer visits to coffee shops. It includes the following: - A table showing the growth in number of Café Coffee Day outlets from 1996 to 2014, with the highest number being in 2014. - A list of coffee, tea, refreshments, smoothies, and eatables available in Café Coffee Day outlets. - Graphs showing that 50% of survey respondents preferred Café Coffee Day and Barista equally, 50% visited coffee shops 2-3 times a week, 60% spent Rs. 100-150 per visit, and half spent 1-2 hours per visit. - Additional graphs providing details on group size (most with 3-5 people

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This document provides information on Café Coffee Day outlets and customer visits to coffee shops. It includes the following: - A table showing the growth in number of Café Coffee Day outlets from 1996 to 2014, with the highest number being in 2014. - A list of coffee, tea, refreshments, smoothies, and eatables available in Café Coffee Day outlets. - Graphs showing that 50% of survey respondents preferred Café Coffee Day and Barista equally, 50% visited coffee shops 2-3 times a week, 60% spent Rs. 100-150 per visit, and half spent 1-2 hours per visit. - Additional graphs providing details on group size (most with 3-5 people

Copyright:

© All Rights Reserved
Download as DOCX, PDF, TXT or read online from Scribd
Download as docx, pdf, or txt
60 views6 pages

Series 1: 3.2 Marketing Mix Product Mix

Uploaded by

Nikunj Sharma
This document provides information on Café Coffee Day outlets and customer visits to coffee shops. It includes the following: - A table showing the growth in number of Café Coffee Day outlets from 1996 to 2014, with the highest number being in 2014. - A list of coffee, tea, refreshments, smoothies, and eatables available in Café Coffee Day outlets. - Graphs showing that 50% of survey respondents preferred Café Coffee Day and Barista equally, 50% visited coffee shops 2-3 times a week, 60% spent Rs. 100-150 per visit, and half spent 1-2 hours per visit. - Additional graphs providing details on group size (most with 3-5 people

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You are on page 1/ 6

Series 1

1800
1600
1400
1200
1000
outlets

800
600
400
200
0
1996

2001

2006

2014

Table 6:- Growth of caf coffee day outlets

3.2 marketing mix


Product mix
Coffees & Teas
Hot Coffee
Espresso
Espresso Americano
Macchiato
Cappuchino
Caf Latte
Chococinno
Caf Mocha
Irish Coffee
International Coffee
Colombian Juan Valdez
Ethiopian Qahwah
Kenyan Safari
Cold Coffee
Sweet Mint
Cold Sparkle
Brandied Banana
Tropical Iceberg
Iced Eskimo

32

Refreshing Alternatives
Granitas
Blood Orange
Cool Blue
Pineapple Crush
Emerald Ice
Ruby Surprise

Smoothies
Mango Colada
Strawberry Colada
Cremosas
Litchi
Ginger Spice
Pina Colada

Eatables
Melting Moments
Banana n Walnut Cake
Banana Chocolate Mousse
Banana Caramel pie
Chocolate Doughnut
Cookies
Marble Cake
Pineapple Getaux
Chocolate Cake
Ice Creams
Vanilla
Chocolate
Seasons Best
Quick Bites
Samosa
Puff
Pizza
Croissant
French Fries
Kathi Roll
Wraps

4.2 characteristic of visits


Preference of coffee shops

PREFERENCE
BARISTA

50%

CCD

50%

Graph 1
The Graph 1 shows which coffee shop the respondents usually preferred to visit. Although
this is not a true indicator of market share, it gives us some idea or the closeness in which
both companies operate. They both received an equal preference in the survey, with 50% of
the respondents choosing Barista and the remaining 50% choosing Caf Coffee Day,
indicating there is no clear winner in terms of actual visits to the outlets.

This can be analysed in relation to the comparative rating respondents give both outlets, to
help us identify which areas both the chains are doing well in, where they need to improve
and where the opportunity for growth exists.

48

FREQUENCY OF VISITTS:-

VISITS
20%

30%

2-3 TIMES A MONTH


2-3 TIMES A WEEK
NOT OFTEN

50%

The Graph -2 indicates how often the respondents visited a coffee shop. Considering the agegroup for the sample, its quite evident that they have enough free time to visit cafs
regularly. Out of those surveyed, 50% said they visited a coffee shop 2-3 times a week, and
30% visited a coffee shop 2-3 times a month. This is great opportunity for Barista and Caf
Coffee Day to attract regulars with loyalty programs

SPENDING
10%

30%

100-150 RS
150-250 RS
250 & ABOVE

60%

Graph 3
The values of Graph - 3 illustrate how much money the respondents usually spend at
coffee shops. While the majority of respondents spent between Rs. 100 & Rs. 150 on a
sinngle visit to an outlet, a high percentage also spent between Rs. 150 & Rs. 250 An
important point to note here however that is a majority of the people who were in the Rs

49
150 & Rs. 250 bracket were Barista customers.
Length of visti:-

length of visits
1/2-1hours

10%
40%

1-2hours
over 2 hours

50%

GRAPH-4

The survey also asked the respondents how much time they would usually spend on a single
visit to a coffee shop. The Graph - 4 shows that half of them would spend between 1 hour and
2 hours, and 40% would spend between hour to 1 hour.
AVERAGE GROUP SIZE

Sales
20%
60%

20%

2 PEOPLE
MORE THAN 5
3-5 PEOLE

The survey also asked the respondents how much time they would usually spend on a single
visit to a coffee shop. The Graph - 4 shows that half of them would spend between 1 hour and
2 hours, and 40% would spend between hour to 1 hour. people.

50
This would indicate that they are usually accompanied with common friends, who have
similar tastes, and buying patterns. The remaining 40% either went with only 1 person, or in a
group of more than 5 people
DECIDING FACTOR:-

DECIDING FACTOR

AMBIENCE
40%

40%

VALUE FOR MONEY


TASTE OF
COFFEE/FOOD

20%

When asked about the most important factor that contributed to their choice of coffee caf,
an equal number (40%) of respondents selected the taste of coffee/ food and the ambience/
experience. Only 20% of them choose value for money as their most important factor. This
would indicate a clear shift of consumer focus from price factors to service factors.

4.3: Comparative Rating


Parameter

Barista

Caf Coffee Day

Taste & Quality of Products


The first parameter that respondents were asked to rate was the taste and the quality of the
products available at both Barista and Caf Coffee Day. Essentially these products are
Coffees, Other Drinks (like Granitas, Cremosas etc), eatables and desserts

51

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