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Café Coffee Day

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CAFÉ COFFEE DAY

• Primarily known as Amalgamated Bean Coffee trading Company Ltd (ABCTCL).



• Started during 1994.

• Chairman Mr. V.G Siddhartha.

• Headquarters in Chikmagluru.

• 1st of its CCD was set-up in Bangalore.

Logo of CCD
• The symbol shows its liveliness, growth, fun and passion.



• Red square – Leadership, passion.

• White Swirl – purity of purpose, invigorating properties of coffee.

• Green stroke - 125 years of coffee growing heritage of this vertically
integrated group.
Divisions of ABCTCL
Company’s image

• CCD has an established brand image in India.



• Ranks No 2 in the Brand Equity’s Most Trusted Brands 2008 survey

• CCD has been able to make a connection with the Indian consumers,
predominantly among the youth.


• CCD is the market leader in India and was awarded the ‘Exclusive Brand Retailer
of the Year’


Internal strengths and problems
Departments at CCD
Micro and Macro Environment

• Most of the managers in the CCD outlets mainly concentrate on


their micro environment as they capitalize on the opportunities
which they get.

• When it comes to the promotional activities, CCD again looks at
the customers at a micro level.

• Some of the outlets do face some external problems which again
affects at a macro level, CCD at a macro level is not seen as a
problem to the business.
Suppliers
• The distribution of the coffee beans start from their roasting plant in
Chikmagluru.

• The inventory is checked on daily basis and orders are placed according to the
requirement.

• CCD uses its own store vehicle for transportation needs.

• CCD uses its own grown coffee beans for their use.

• The coffee beans are supplied to all its cafes from Chikmagluru, Milk by Amul.
Distribution of Stock
Customers

• Most of the CCD’s customers are targeted towards the


youngsters and working professionals.

• CCD has been the favorite hangout place for the youngsters.

• The products of CCD are affordable by the people who walk in.

• Customers recognize CCD better than their competitors.

Customers

• CCD has tie ups with many major companies to attract more
number of customers.

• the third most frequented place after home and workplace or
college.

Competitors
Competitors

• The good thing about the competition – the competitors are


aiding each in creating and growing the coffee culture.
Share with Competitors
Market intermediaries

• CCD does not maintain any outsourced intermediaries, the have


their own production system, and their own facilities for the
delivery of the raw materials.

• The raw materials are processed by their own separate plant
which cuts the cost involved with the intermediaries.


Market share
Internal management structure

1) Chairman

2) Director

3) Head Operations

4) Territory Manager

5) Regional manager
7) Area in charge
6) City Manager
8) Café Manager

9) Astt. Manager 1

10) Astt. Manager 2

11) Operations Trainee

12) Trainee member


HR system

• With the boost in their number of outlets, CCD had to concentrate on the Quality and
Quantity of their HR.


• They make sure that the employees all across the country are well trained and provide
consistent services at every outlet


• The PRISM Model.

• Workers at CCD believe that “people are hired for what they know but fired for how they
behave”.


PRISM Model


Pride

Respect

Integrity

Self discipline

Motivation
CCD – Selection process
External Environment

Internal Environment

Preliminary Interview
R
Selection Tests
ej
ec Employment interview
te
d Reference & Background analysis
Ap
pli Selection Decision
ca
tio Physical Examination
n Job Offer

Employment Contract

Evaluation
Selection Process

For team members –


• Psychometric tests, Behavioral Intelligence Test, Logical thinking


and Comprehension Test.

• Application blank.

• Personal Interview, Operations Interview, Regional Manager
Interview.
Selection process

For Area Manager -



• Collection & review of curriculum vitae

• Personal interview with Regional HR Manager

• Personal interview with GM- HR.
Training and development

• Café Coffee Day has set 12 days rigorous training procedure at their
office in Bangalore for all the assistant managers.

• All the team members undergo a 3 days training at respective head
offices in North or South India.

 Employee working hours –


• The working hours are split into convenient shifts spread over 8:30 am
to 10:30 pm. Night drops are provided for late evening shifts.
Employee turnover and retention

• Café Coffee Day’s current rate of Employee Turnover is about


9%.

• The reason being because of the people between the age group
of 19-24, who do not see their job as permanent means of
income.
Compensation & Benefits
• Pay period – CCD employees are paid on a monthly basis.

• Medical insurance policy – CCD has a tie-up with insurance agencies with
policies such as the group personal accident insurance and group healt
insurance policy.

• Employee provident fund – all full time employees who are appointed on th
company’s rolls are eligible for the provident fund schemes

• Employee state insurance - This is provided to employees who’s gross
salary is Rs 7500/- p.m. or less and the benefits provided under the
scheme are for sickness, maternity etc.
Path of Globalization

• CCD opened its 1st outlet in the international market in Vienna, which is
the coffee capital of the world.

• CCD has opened up some of its outlets in various countries, but has not
yet made a mark in its international business.

• The success in the domestic market could enable a potential to do well
in the international market.

• The financial reserves are high to enter the international market at a high
rate.
PEST Analysis
Made by –

Divesh
Kritika
Jacky
Sandarsh

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