ccd and barista

8/2/2019 Ccd and Barista

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ServiceMarketing MixofBarista v/s Cafcoffee day


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BaristaBarista coffee was establishes in 1999 with the aim of identifyinggrowth opportunities in the coffee business. Their aim is to passionately deliver the highest levels ofexperiential services and maintain consistency in serving thehighest quality products becoming a globally competitive organization one that is driven by an insatiable thirst for excellence.


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Lets look at the ServicingMarketing Mix of Barista

Product

Price Place

Promotion

People Process

Physical Evidence


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Baristas product mix constitutes a wide range of productsthat appeal primarily to traditional coffee lovers withtraditional names. Food items like croissant, pastas, and sandwiches arecomplimentary to their coffee, and project a very classic imageof Barista. Their merchandising also consists of primarily coffeerelated products like coffee beans, coffee machines, etc.

Product


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Price Considering that Barista is trying to target a market whose age range isbetween 18 and 60 years, a pricing policy appealing to this segment is difficult. Extremely low prices act as a deterrent to some customers who might regard itas an indicator or quality, while very high prices cannotbe afforded by most of the youth. But since Baristas currentconsumer profile is quite young,their prices are mostly inexpensive,and at par with their competitors.


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Place

Barista looks to cater to their target market with strategically located outlets. Their outlets are generally located at High Street/ Family Entertainment Centers. Considering their generic appeal, there are Barista outlets in and around Malls,Cinemas, Colleges, and Offices etc. this endorses their brand image of a caf that

appeals to coffee lovers of all ages


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Promotion Barista currently carries out masspromotion campaigns mainly in the formof Press, T V and Radio Medias. At present, they do not rely heavily onadvertising, but rely more on

Sponsorship:Barista sponsors

various events andfestivals in cash ,which provides themvaluable promotiondirected at strategicmarkets

Collaborations:Barista has entered into

special collaborations for co-marketing brands.Eg Barista entered into a dealwith Leo Mattel toys to

provide the popular boardgameScrabble at everyBarista outlet.

Sales Promotion:Barista uses a special

Barista Coffee Cardfor its sales promotionactivities. The BaristaCoffee Card entitles youto one complimentary hotbeverage when you aredone sipping seven


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People:

The people at Barista arecharacteristically trained to bePleasant, Polite and Positive. They ensure you have a quiet,uninterrupted visit and provide anescape from the daily pressures of life.

Their uniforms are in sober shadesof brown and orange, and contribute tothe overall laid-back feeling of the caf.

Process:

The order and delivery process at Barista isbased on self- service, where a customer goesup to the counter to place his order, and goesback to the counter to pick his delivery once it is

prepared.


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Caf Coffee Day

Cafe Coffee Day is India's favoritecoffee shop, for the young and theyoung at heart.

Pioneers of the Caf Concept in

India with the its first Caf atBrigade Road, Bangalore in 1996.

This Caf was opened as a CyberCaf (first of its kind) but later,

with the burst of cyber cafes itreverted to its core competency.

Coffee.


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Lets look at the Servicing Marketing Mixof Caf Coffee Day

Product Price Place Promotion People Process Physical Evidence


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Products:

Caf Coffee Day product mix constitutes a wide range of products that appealprimarily to Indian coffee and snack lovers.

Products have a decided Indian taste to it - be it food or coffee.

Most of the eatables have been adopted to meet the Indian taste buds like samosa,biryani, masala sandwich, tikka sandwich etc .Thus they have been trying to capture

the Indian taste along with classic coffee.


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Price Considering that Caf CoffeeDay knows its major customer liesin the bracket of 15- 29, it hastried to derive a policy whereby itcan satisfy all its customers. The price for a cup of coffeeranges from Rs.17 to Rs.54.


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Place Caf Coffee Day looks to cater to their target market withstrategically located outlets.

Their outlets are generally located in High Street/ FamilyEntertainment Centers.

Considering their generic appeal, there are Caf CoffeeDay outlets located in and around Malls, Cinemas,Colleges, Offices, etc.

This endorses their brand image of a caf that appeals to

coffee lovers of all ages.


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People:People at Caf Coffee Day believethat People are hired for what theyknow but fired for how they behave.Motivation and personal skill arelaid emphasize upon.


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PromotionCaf Coffee Day does not believe in massmedia promotions.

They are involved in all the areas ofserious consumer passion.

Tie-ups:

Caf Coffee Day also tieup lot of the youth brands. They have tied up withChannel [V]'s Get Gorgeouscontest, Friends

Levis,, Liril, latest one withAirtel,

Association with movies:

Caf Coffee Day alsodecided to stick with the nextbig thing i.e. Bollywood The associated with movielike Khakee ,Main Hoon NaBas Yun Hi ,Kyun Ho Gaya

Na etc

Sales Promotion: Caf Coffee Dayuses specialCaf Citizen Card for

rewarding Caf CoffeeDays customers.

It is a loyalty

program to gain newcustomers and retain theexisting ones.


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Process The order process at Caf Coffee Day is based on self-service, where the customer goesto the counter to place his order.

They have a flexible delivery process, where they wait for some time for the customer topick up the order but if the customer takes too long then the order is delivered on his table.


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Physical Evidence

Logo, Colors, Images:Caf Coffee Day has used bright red its logo whereRED stands for leadership and vitality, it also stands

for passion for coffee. Caf Coffee Day would like toown the word caf in the minds of its customers

Dcor & Architecture:Caf Coffee Day had gone in for image change and

revamping of interiors in the last quarter of 2001. Theyhave used young colors of today, lime green, yellow,orange, and purple predominate.

Literature:The literature provided by Caf Coffee Day isindicative of its youthful image. The menus,posters, pamphlets are all designed to attract youngand young at heart. They also have their magazine

called as Caf Beat, which is published monthly


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Peoples Voice

Igo to Baristawhen I want to enjoythe rich flavored coffeeand the temptingdesserts

Barista is for olderpeople whereas CCDis for Rockers

CCD is morecozy whileBarista has thisformalatmosphere CCDssandwichessucks!!!

Barista is way to expensive for me


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Recommendations and Suggestions

Barista should have promotion campaign to ensure that their targetmarket is well aware of their current low prices

Caf Coffee Day would do better to providepromotional space for its partners with the use ofclever collaborations, and not print advertisementsand posters

Customers are not happy with the behavior andservice of the staff at Caf Coffee Day sonecessary changes should be done


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Ankita Singh 02

Ankita Sarmokaddam 03

Bhavana Kanwarjani 04Pashant Sinha 07

Ronnie Zaiwalla 08

Prashant S. Batch 73

ccd and barista

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