7. ANALYSIS OF THE SURVEY
Preference of
COFFEE SHOPS:
50% 50%
CCD
Barista
Graph – 1
8. – “I go to Barista when I want to enjoy the rich flavored coffee and the tempting
desserts”
Aman Jinwal
– “Barista is for older people whereas CCD is for Rockers.”
Gargi Keluskar
– “CCD is more cozy while Barista has this formal atmosphere”
Sushant Gawali
– CCD’s sandwiches' sucks!!!
Nikhil kurle
– “Barista is way to expensive to me”
Yogiraj kukarni
9. ANALYSIS OF THE SURVEY
FREQUENCY of
visit:
20%
2-3 times a week
50% 2-3 times a month
not often
30%
Graph – 02
10. ANALYSIS OF THE SURVEY
SPENDING
Habits:
10%
25-75
50% 75-125[Barista]
40%
over 125
Graph – 3
11. ANALYSIS OF THE SURVEY
DECIDING
Factor:
20% Ambience/Experienc
e
40% Taste of Coffee /Food
Value for money
40%
Graph – 04
12. Areas of
EXCELLENCE
1. Strong BRAND Image.
2. Excellent HUMAN
Resource.
3. AMBIENCE & Décor.
4. Strong BASE for EXPANSION
& GROWTH.
13. Areas of
EXCELLENCE
1. Highly RATED Taste & Quality of
PRODUCTS.
2. Value for MONEY PROPOSITION.
3. Strong YOUTH ORIENTATION.
14. Areas Needing
Improvement
o Average taste &
quality of products.
o Perceived as an
expensive brand.
15. Areas Needing
Improvement
o Weak brand image.
o Inefficient human
resources.
o Ambience & Décor.
16. RECOMMENDATION &
SUGGESTIONS
o Customers perception of
being and expensive brand.
o To carry out a promotion
campaign to ensure that
their target market is well
aware of their current low
prices.
17. RECOMMENDATION
& SUGGESTIONS
o Certain areas where their brand
needs to be much stronger.
o Clean up the décor at every
outlet, wherever unnecessary
adv
o Café Coffee Day would do
better to provide promotional
space for its partners with the use
of clever collaborations, and not
printed advertisements and
posters
o Customers are not happy with
the behavior and service of the
staff, and Café Coffee Day is
lagging far behind Barista is this
aspect.
18.
19. BIBLIOGRAPHY
Books, Newspapers, Magazines:
• Philip Kotler, “Marketing
Management”, 11th Edition
• Business Line
• Business today
Websites
• www.cafecoffeeday.com - Search engines
• www.barista.co.in- Search engines
• www.google.com- Search engines
• www.scribd.com-search engines
Notes de l'éditeur
A survey was conducted, consisting of a sample of randomly selected people, in the agegroup of 18-25. This survey aims to find out how Barista and Café Coffee Day’s targetmarket, rate their products and services.
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 thecloseness in which both companies operate. They both received an equal preference inthe survey, with 50% of the respondents choosing Barista and the remaining 50%choosing Café Coffee Day, indicating there is no clear winner in terms of actual visits tothe outlets.This can be analyzed 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 toimprove and where the opportunity for growth exists.
The Graph -2 indicates how often the respondents visited a coffee shop. Considering theage- group for the sample, it’s quite evident that they have enough free time to visit cafésregularly. 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 Baristaand Café Coffee Day to attract regulars with loyalty programs.
The values of Graph - 3 illustrate how much money the respondents usually spend atcoffee shops. While the majority of respondents spent between Rs. 25 & Rs. 75 on a50single visit to an outlet, a high percentage also spent between Rs. 75 & Rs. 125. Animportant point to note here however is that a majority of the people who were in the Rs.75 & Rs. 125 bracket were Barista customers.
When asked about the most important factor that contributed to their choice of coffeecafé, an equal number (40%) of respondents selected the taste of coffee/ food and theambience/ experience. Only 20% of them choose value for money as their most importantfactor. This would indicate a clear shift of consumer focus from price factors to servicefactors.
Both cafés have certain areas where they have been consistently performing well. Theseare essentially the strengths of the brand, and Barista & Café Coffee Day need tocapitalize on these strengths to increase their market share and brand loyalty
Barista has an extremely strong brand image, but they need to work hard onimproving their customer perception of being and expensive brand. Barista andCafé Coffee Day have almost identical pricing, but Barista is still perceived as themore expensive brand.That’s why my first recommendation for Barista is, to carry out a promotioncampaign to ensure that their target market is well aware of their current lowprices. This would help change customer perception and turn Barista into anaffordable brand.