2011

Indian Coffee House

Analysis Report
About Indian Coffee House, Its history, STP, Blueprint, 7 Ps, Competitors and a small survey conducted by us to find out various Gaps in ICH service model. This report also contains few recommendations that we thought would be helpful to improve the services at ICH

Ajay, Amit, Priyanka, Robin, Shweta

Chitkara University, Baddi 11/13/2011

ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom routine can substitute which is possible while working in real situations. Application of theoretical knowledge to practical situations is the bonanzas of this survey. Without a proper combination of inspection and perspiration, its not easy to achieve anything. There is always a sense of gratitude, which we express to others for the help and the needy services they render during the different phases of our lives. I too would like to do it as I really wish to express my gratitude toward all those who have been helpful to me directly or indirectly during the development of this project. First of all I wish to express my profound gratitude and sincere thanks to my esteemed I would like to thank my professor Mr. Anoop R Ohri who was always there to help and guide us when we needed help.

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Table of content S. no. Title 1 2 3 4 5 History STP 7Ps Blueprint Analysis of Questionnaire Bibliography Annexure Page No 4 6 8 10 11

6 7

17 18

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Indian Coffee House

History
The India Coffee House started by the COFFEE BOARD in early 1940s, during the British rule. In the mid 1950's the Board closed down several Coffee Houses in different cities throughout India. At that time the Board took decision to dismiss the employees. A large number of employees lost their jobs. That was a turning point, the well known great communist leader com. A.K.G ( Ayillyath Kuttiari Gopalan Nambiar ) took over the leadership of the said employees and organized Societies all over India in different states. That is INDIA COFFEE BOARD WORKER'S CO-OPERATIVE SOCIETY. A lot of dismissed Coffee Board employees were dedicated their life, money and muscles for the formation of the Society. The first Society was formed in Bangalore on August 1957. The first new generation Indian Coffee House opened in Delhi on 27th December 1957. Our (Trichur) Society Registered in Thrissur on 10th February 1958. The first Indian Coffee House opened at Thrissur on 8th March 1958. It was also the forth in the country. The Coffee House was inaugurated by our beloved Godfather Com. A.K.G. Our Societies jurisdiction is Thrissur to Thiruvananthapuram. The Society is established on 1958 and the founder President was Adv. T.K. Krishnan, and secretary was Mr. N.S. Parameswaran Pillai. 50 Indian Coffee Houses are running across Kerala from Tcr. to Tvm under the control of India Coffee Board Worker's Co-operative Society Ltd. No.4227, Thrissur. The Society registered with District Industries Centre, Thrissur. It is very cheerful to inform that our

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branches is functioning in Keral Govt. Secretariat, M.L.A. Hostel, Legislature Secretariat, Govt. Medical Colleges, Cochin University Campus, N.T.P.C. and some other Pvt. Medical colleges, and institutions etc. The prestige of the Indian Coffee House increased with a lot of beloved regular customers in all places. As per the blessings of our valuable customers we are celebrating with honour the Golden jubilee year (1958 - 2008). Our employees dedicated a good service to each and every customer. Satisfaction of the Customers is our destination.

CNBC Awaaz Consumer Awards 2008 names top Indian consumer brands
The CNBC Awaaz consumer awards 2008 were held at Mumbai , felicitating the most preferred consumer brands of India, based on research by The Nielsen Company. The awards were based on research conducted by research organisation, The Nielsen Company, who conducted research across 17 product and service categories across the country in 21 cities, and 84 rural locations. The study covered 10,000 respondents across all strata of society to arrive at the most preferred brands. Indian coffee house was the first runner up of CNBC Awaaz Consumer Award

Most preferred Retail brands

Fast food and beverage chain: Barista, McDonalds, Indian Coffee House, Caf Coffee Day, and Pizza Hut competed for this award. Caf Coffee Day, where a lot can happen over coffee, emerged the winner of the category.

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STP (Segmentation, Targeting and Positioning) : Past

Segmentation
Food and Beverages

Targeting
Students Journalist Bureaucrats Doctors Lawyers Senior Officials

Positioning
Traditional Ambience Affordable food Courteous Services

STP (Segmentation, Targeting and Positioning) : Present

Segmentation
Food and Beverages

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Targeting
Students Journalist Bureaucrats Doctors Lawyers Senior Officials

Positioning
Traditional Ambience Affordable food Courteous Services Healthy food Meeting Place

(NOTE : The pointes mentioned in RED are the only new changes in the STP model of ICH.)

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7Ps Competitor detail

7 Ps ICH Sagar Ratna/ Sundram Coffee South Indian Food Western Food South Indian Food North Indian Food Chinese Premium Priced Malls/ Main Market of city Franchise s Print Media/ Out door media Well dressed and Middle aged staff Outdoor media CCD

Product

Coffee Snacks

Price

Cheap and affordable Near colleges and offices Owned by Different Societies

Premium Priced

Place

Malls/ Main Market of city Company owned

Promotion Word of mouth

People

Traditional Style and middle aged waiters

Young staff with good communication and

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presentation Process Old service style Traditional + Western Modern looks Family Dining Hall Traditional south Indian food served on banana leaves Western style

Physical Evidence

Ethnic Ambience Moderate cleanliness

Music Western ambience Take away

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Blueprint

This is the recommended Blue Print, when we compare it with the actual layout of Indian Coffee House we found that they were lacking in the part of Physical evidence. They do not Provide: Menu Cards Tissues / Napkins without asking There is no billing folder

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Analysis of the questioner (Customer)

1.

Age Group
9% 10% 24% 38% 15-25 25-30 30-40 40-50 50 and above

19%

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2. Since when are you visiting Indian Coffee House?

Loyality
40 30

20
10 0 Loyality 1+ 11 5+ 19 10+ 33 15+ 37

3. From where you came to know about Indian Coffee House?

80 60 40 20 0 Friends/ Family Advert Location Others

sources

Friends/ Family 68

Advert 4

Location 20

Others 8

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4. What is your reason to visit ICH? Main reason is Value for Money Hangout place to meet old friends and have long discussions.

5. What should ICH change? One thing that the customer would like to change in ICH is

Service

6. Has there been any change since the 1st time you have visited ICH?

100 80 60 40 20 0 yes, 7 no, 93

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7. Few Testimonials My group best hanging place of graduation days. The best part of ICH is we used it a lot by sitting there for 4-5 hours and nobody disturbs us. I wish to god that if my life goes back to those days only. The service here was less than great but that didn't matter. The buzz of people talking, debating, and arguing give this coffee house its ambience. The prices are cheap, the food is average but the experience is unique. Its a coffee shop that also offers some snacks. Food is ok. Ambiance and service is not up to the mark. If a place can still give you solid good food, serve it efficiently and not charge you the moon for it in today's times, the place deserves a lifetime achievement award. I have been going here since the last 15 yrs and my last visit was after a gap of 2 yrs. To my pleasant surprise their food and service is as usual and the prices are as reasonable as before. More than 2 decades I am a customer of INDIA COFFEE HOUSE. Anyway its a medium class restaurant we can taste the best, hot and natural tea and coffee and also known for the crispy hot cutlets.

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GAP Analysis
Gap 1 (not knowing what customers expect)
No interaction between customer and manager of restaurant No provision of feedback from customer visiting ICH No customer relationship management

Gap 2(not having the right service designs and standards)

Service at ICH is quick. Serve under very fast Uniform of waiters is not clean Non- Hygienic way of food serving

Gap3(not delivering to service standards)

No proper training for employees Failure to match demand and supply during peak hours

Gap 4(not matching performance to promises)

Affordable with good service so manage to keep customer expectation No marketing communication. Only WOM is only source

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Recommendations
Conscious about the cleanness of the uniform : specially in North India Water Purifier Can play music in the restaurant Clean and well mentioned washrooms Should keep suggestion book Take care of hygiene factor

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Bibliography www.indiancoffeehouse.com www.wikipedia.org "More than just coffee 'n snacks". Metro Plus Kochi. The Hindu. 23 September 2002. Retrieved 13 May 2007. Vibhor Mohan (27 September 2006). "Crisis in a coffee cup". The Tribune. Retrieved 13 May 2007.

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Annexure
1. Name : ______________________________________________________________ 2. Age : ________________________________________________________________ 3. Gender : a. Male b. Female

4. Since when are you visiting Indian Coffee House : ____________________________ 5. From where you came to know about Indian Coffee House : a. b. c. d. Friends/Family Adverts Location Others _________________________________________________________

6. What is your favourite order at ICH : _______________________________________ 7. Rank your reason to visit ICH out of following (5 being the Highest and 1 being the lowest) a. b. c. d. e. Food Service Value for money Atmosphere Cost

8. Would you suggest ICH to your friends a. Yes

b. No

9. Has there been any change since the 1st time you have visited ICH a. Yes b. No If Yes, What : ______________________________________________________ ___________________________________________________________________________

10. Out of the following what is that 1 thing that ICH should change and why ?

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a. b. c. d. e.

Food Service Value for money Atmosphere Cost

___________________________________________________________________________ ___________________________________________________________________________

11. Testimonials ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________

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