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EXECUTIVE SUMMARY

Mr.V.G Siddhartha, Chairman CCD initiated his business interests in coffee by incorporating Amalgamated Bean Coffee Trading Company Limited (ABCTCL) in the year 1994. From Exports to commodity trading and building a brand, Coffee Day entered with Fresh n Ground and subsequently went up the value chain thereby revolutionizing the metropolis with Cafes under the brand Caf Coffee Day. ABCTCL today is one of Asias top 500 companies and soon aims to be among the top 3 coffee retailing companies in the world. We are currently 400 cafes in India, Pakistan & Austria (Vienna). ABCTCL also has an ambitious growth plan of opening 1000 cafes by 2010 making its presence across 80 Indian cities also establishing 50 cafes in 10 foreign countries. Our customers have given us the thumbs up for our quality standards in Pakistan and Austria and that motivated us to go to 10 countries where plans are currently being rolled out. And is planning to open other Cafes in the Middle East, Eastern Europe, Eurasia, Egypt and South East Asia in the coming months.

The Coffee Caf industry is currently one of the biggest and fastest growing sectors in business. The industry consists of a mix of individual cafs, hotel cafs and retail caf chains. India has always been predominantly a Chai (Tea) drinking nation. India is famous for drinking tea .people in India irrespective of the Class, religion and place are fan of tea. Coffee remain in a distinct position compared to tea. However in these days coffee consumption is increasing in India. Indian coffee Board is promoting coffee and it seems that their promotional activities are yielding good result. Coffee has been only moderately popular in some southern states, other than that it has been Chai (Hindi term for Tea), Chahaa (Marathi term for Tea), cutting (Mumbai term for half tea cup), maramari (another popular term from western India for tea) all the way!

However, there has been a sudden change in this trend with coffee becoming more and more popular in recent times especially among the younger population. The roadside Chai (Tea) thelas (shops) outside colleges and offices have been replaced by hip coffee joints like Barista and Caf Coffee Day. The Chai (tea) that used to cost couple of rupees (5 cents) is replaced THE 7 PS OF MARKETING MIX Product , price , place , promotion , process , people , physical evidence constitute the 7 Ps . All the Ps are described in detail in the project.

SWOT Analysis

It tells about the strengths, weakness, opportunities and threats of the industry. The strengths and weakness are internal and the opportunities and threats are external. PORTERS FIVE FORCES MODEL Threat of new entrants Bargaining power of customers Bargaining power of Suppliers Threat of substitutes Competition within industry

CONTENT
Sr no. Topic TITLE PAGE CERTIFICATE DECLARATION ACKNOWLEDGEMENT EXECUTIVE SUMMARRY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 INTRODUCTION PLANTATON LOGO CAF STORE ROLE OF TACHNOLOGY MEJOR PLAYER IN THE INDUSTRY MARKETING MIX DISTRIBUTION PROCESS SWOT ANLYSES PORTER FIVE FORCES MODEL DATA ANLYSES AND INTERPRETATION RESULTS AND FINDINGS RECOMMENDATION CONCLUSION BIBLIOGRAPHY ANNEXURE Pg no.

I II III IV V 1 8 9 10 13 14 16 23 24 26 28 38 39 40 41 42

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