Services marketting Vs Ashamdeep Singh Cheema- 1003 Vishal Singla-1048 Abhisake Sharma Sonam Sandilya H arshleen Sawhney

Caf coffee day is a division of Amalgamated Bean Coffee Trading Company Ltd. (ABC TCL). Its headquarters is at Chikkamagaluru, Karnataka. It opened its first stor e at Brigade Road in Bangalore in 1996.

 Barista was started as a retail coffee chain in 2000. The ownership of barista c hanged many hands, finally being taken up by Lavazza in 2007. Barista is the fas test brand to make it to the list of super brands and is ranked among top 50 phe nomenon that changed India acc. to a Survey.

Product HOT BEVERAGES

Espresso Strong Espresso Americano Macchiato Expresso Cappuccino Cafe Lat ocinno Cafe Mocha Irish Coffee Caffeine kick Black velvet Take Away

International Coffee Ethiopian Qahwah Kenyan Safari Honey Flavoured Syrups Red Eye Whipped Cream Chocolate sauce

Cold Coffee Cold Sparkle Tropical Iceberg Arabian Heights Tropical Temptation ed Eskimo Kaapi Nirvana Mochachillo Cappachillo Vegan shake Cafe Frappe Almond Frappe Devils Own Choco Frappe Mango Frappe Strawberry Frappe Pineapple Frappe Litchi Frappe Cold Chocolate

Promotion Target audience -15-29 year olds. Students and young professionals form 72% of t heir customers. Popular hangout for the young at heart. Associated with many brand campaigns like liril, Levis, channel V-get gorgeous, Sugar free, TVS scooty val entine campaign. Featured in Many movies like Rocket Singh, Raat gayi baat gayi, etc to name a few. Sponsor many college fests to show their inclination towards youth. Comes out with various schemes and discount to serve for the reminder fu nction as a part of their marketing strategy

Product Product Source Quality Source Serving Size Merchandising

PLACE Business strategy- Open venues in every possible where business is possible. 858 stores in 134 cities across India CCD has opened a Caf in Vienna, Austria Planni ng to open Cafes in the Middle East, Eastern Europe, Eurasia, Egypt and South Ea st Asia. Target educational and corporate institutes. Coffee beans is supplied f rom its chigmalur estate to all its outlets.

Pricing

People Very polite and humble staff

Physical evidence Merchandise like Coffee mugs, Coffee powder, Coffee beans, cookies, snacks, T-sh irs etc kept in outlets for sale. Caf beat magazine kept in stores, updated every month. World space radio and Wi-Fi enabled stores. Ambience- internal dcor, sofa s, etc Cluttered with posters Decent Website that provides good

Process Orders carried by the staff on the customers table. On time Order delivery. Time is aforesaid mentioned. Attention paid to hygiene factor.

Promotion Business Strategy- emphasis on the Italian Coffee experience. Targets professional s and intellectuals who are exposed to global lifestyles and appreciate the authent ic flavours and tastes of coffee. Target audience falls in the range of 20-60 yea rs who have a taste of good, vibrant coffee.

Product Product Source Quality Source Serving Size Merchandising www.barista.co.in

Place 230 retail stores in India Presence in Oman, Sri Lanka and UAE. Coffee beans are supplied by Tata Coffee. The coffee beans are exported from India to Vienna for treatment. Target corporate Institutes.

Pricing

People Very polite and well behaved Staff.

Physical Evidence Merchandise like Coffee mugs, Coffee powder, Coffee beans, cookies, snacks, Tshi rts etc kept in outlets for sale. Musical Instruments, checkers, scrabble, etc k ept in stores for the customers. World space radio and Wi-Fi enabled stores. Ver y suave Ambience, keeping in mind its target audience. Uncluttered, clean look o n the inside. Pretty interesting Website that highlights its parentage with Lava zza.

Process Orders carried by the staff on the customers table. On time Order delivery. Clean and hygienic surroundings.

Our Suggestions Cafe coffee day Opening outlets in every nook and corner does not make good busi ness sense. Pay attention to the internal dcor of the stores. Make it less clutte red with posters, etc Barista Should leverage Barista brand effectively by better promotional strategi es. Barista has a cult like following. Should leverage its existing customer bas ein a better way.

Would Like to Thank.. Mr. Sumeet Deoda (SR. Marketting Manager, Rom & Central- CCD) Mr. Farhad Aibara (Associate Business Manager (West)- Barista)

Have a Day ! Nice