Project Report On Sales Improv. of CCD-1

A lot can happen over coffee
A
Project Report
On
CUSTOMER RELATIONSHIP MANAGEMENT
INITIATIVES TO IMPROVE
SALES AT
CAF COFFEE DAY
Submitted to the University of Rajasthan, Jaipur
For the degree of
Bachelor of Business Administration
Submitted to: Submitted by:
Ankita Rathore Ekta Yadav
Assistant Professor BBA Part II
Department of BBA Roll No.
Enroll No. -
St. XAVIERS COLLEGE, JAIPUR
(2015-16)
1
CERTIFICATE
This is to certify that Miss Ekta Yadav, the student of St.

Xaviers College, Jaipur has prepared her project report entitled
CUSTOMER RELATIONSHIP MANAGEMENT INITIATIVES TO
IMPROVE SALES AT CAF COFFEE DAY for the degree of
Bachelor of Business Administration (BBA).
She has worked under my guidance to the best of my

knowledge and belief. This is her original work which has not
been submitted to any other institute/organization for any
degree/diploma program.
Date: Ms
Ankita Rathore
P
roject Supervisor
2
ACKNOWLEDGEMENT
I hereby take this opportunity to express my sincere gratitude

to the following eminent personalities whose aid and advice
helped me to complete this project work successfully without
any difficulty. I wish to express my heartfelt gratitude to the
following individuals who have played a crucial role in the
research for this project. Without their active cooperation the
preparation of this project could not have been completed
within the specified time limit.
The first person I would like to acknowledge is my guide Ms.

Ankita Rathore who supported me throughout this project
with utmost cooperation and patience. I am very much thankful
to them for sparing their precious time for me and for helping
me in doing this project.
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I am also thankful to St. Xaviers College for providing various

facilities, which are proved as valuable input resources for
preparation of this project.
I am also obliged by my respondents, whose co-operation has

contributed major part in this project.
Sincerely,
Ekta Yadav
BBA II
DECLARATION
I hereby declare that project report entitled
CUSTOMER RELATIONSHIP MANAGEMENT
INITIATIVES TO IMPROVE
SALES AT
CAF COFFEE DAY
is a bonafide record of work done by me during the project

work and that it has not previously formed the basis for the
award to me for any degree/diploma, associate ship, fellowship
or other similar title of any other institute/society.
4
Date:
EKTA YADAV
BBA Part II
Preface
This project report attempt to bring under one cover the entire
hard work and dedication put in by me in competition of the
project work on customer relationship management initiatives
to improve sales at caf coffee day.
I have expressed my experience in my own simple way. I hope

who goes through it will find it interesting and worth reading.
All constructive feedback is cordially invited.
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TABLE CONTENTS
Chapter PARTICULAR PAGE.NO

No.
1. 7-23
INTRODUCTION
2. 24-41
COMPANY PROFILE
3. 42-48
RESEARCH METHODOLOGY
6
4.
ANALYSING & INTERPRETATION 49-72
5.
CONCLUSION 73-75
QUESTIONNAIRE 76-81
BIBLIOGRAPHY
CHAPTER -1
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Introduction
What is CRM?
CRM stands for Customer Relationship Management. It is a strategy used to learn more about
customers' needs and behaviors in order to develop stronger relationships with them. Good
customer relationships are at the heart of business success. There are many technological
components to CRM, but thinking about CRM in primarily technological terms is a mistake.
8
The more useful way to think about CRM is as a strategic process that will help you better
understand their customers needs and how you can meet those needs and enhance their
bottom line at the same time. This strategy depends on bringing together lots of pieces of
information about customers and market trends so you can sell and market their products and
services more effectively.
The process of developing a cooperative and collaborative relationship between the buyer and
seller is called customer relationship management shortly called CRM. According to Ashoka
Dutt head of Citi Bank the idea of CRM is to know the individual customer intimately, so
that the company has a customized product ready for him even before he asks for it.
Customer Relationship Management (CRM) is a concept for increasing companies

profitability by enabling them to identify and concentrate on their profitable customers. The
term Electronic Commerce Customer Relationship Management (ECCRM) refers to the
application of CRM in electronic commerce, i.e. when business relationships are maintained
via the Internet or Worldwide Web. Previous studies on ECCRM implementations and their
impact on businesses have often focused on the process level, technical aspects, or on
marketing issues. However, viewed from a higher level, the effect on corporate success in
electronic commerce is still unclear. The objective of their study is to examine this effect.
We find that ECCRM is a critical success factor in electronic commerce, independent of
companies time on the Web. It is especially critical for B2C and small companies.
What is the goal of CRM?

The idea of CRM is that it helps businesses use technology and human resources to gain
insight into the behavior of customers and the value of those customers. With an effective
CRM strategy, a business can increase revenues by:
providing services and products that are exactly what their customers want
offering better customer service
cross selling products more effectively
helping sales staff close deals faster
retaining existing customers and discovering new ones
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How does it happen?

It doesn't happen by simply buying software and installing it. For CRM to be truly effective,
an organization must first understand who its customers are and what their value is over a
lifetime. The company must then determine what the needs of its customers are and how best
to meet those needs. For example, many financial institutions keep track of customers' life
stages in order to market appropriate banking products like mortgages to them at the right
time to fit their needs.
Next, the organization must look into all of the different ways information about customers
comes into a business, where and how this data is stored and how it is currently used. One
company, for instance, may interact with customers in a myriad of different ways including
mail campaigns, Web sites, brick-and-mortar stores, call centers, mobile sales force staff and
marketing and advertising efforts. CRM systems link up each of these points. This collected
data flows between operational systems (like sales and inventory systems) and analytical
systems that can help sort through these records for patterns. Company analysts can then
comb through the data to obtain a holistic view of each customer and pinpoint areas where
better services are needed. For example, if someone has a mortgage, a business loan, an IRA
and a large commercial checking account with one bank, it behooves the bank to treat this
person well each time it has any contact with him or her.
Now more than ever, the customer is king. In today's competitive business landscape,
recognizing this fact is imperative for a company's success.
To help businesses cope with the ever-increasing customer demands, many companies have
chosen to implement a Customer Relationship Management (CRM) strategy to manage the
customer-facing processes of their business.
Customer Relationship Management is nothing new. In fact, it's been the foundation of
business since the first barter ages ago. What is new are the strategies, technologies and
applications that enable better management of customers, customer information and the
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business as a whole.
Even with these latest advances, the basic fundamentals of CRM are constant. Ask any
business and you'll hear the same demands:
"We need a 360 degree view of their customer"

"We need to track their marketing leads"
"We need to obtain more customers"
"We need to measure their marketing return on investment"
"We need sales force automation"
"We need to increase their customer satisfaction"
Those are fine, elementary goals to obtain. But it's not enough. Companies need to reduce the
complexities within the organization in both processes and communication channels so that
the benefits of CRM can be measurable and more concrete.
It incorporates applications in marketing, sales, and service to give the individuals who
interact with the customer the ability to access valuable customer information. CRM can also
consolidate that customer view across multiple channels including the Web, call centers, field
service, sales reps, and partners so that they can better market, sell, and service their
customers.
1.The Goal
The primary CRM focus areas support the requirements of the customer-facing processes of a
business:
Marketing Automation applications give marketers the ability to create, plan

and execute their campaigns to a targeted audience.
By using CRM, marketers can also access the necessary business intelligence to better
understand which campaigns are working and which customers to target with a specific offer.
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This type of information reduces wasted time and money on sending out the wrong
promotion to the wrong customer.
Sales Force Automation or SFA helps sales people track leads and opportunities for
forecasting and to optimize their sales across all sales channels. SFA also helps reps target
whom to call on, what to sell, and to understand how their customers prefer to buy their
goods or services.
Customer Service applications enables reps to resolve service issues throughout multiple
channels, whether it be through the Web, a call center, fax or field service rep.
Customer Service applications and Interaction Center applications enable customers to solve
their own problems on a self-service model for efficient problem resolution.
CRM provides employees with the business intelligence and processes necessary to better
understand customers needs and effectively build relationships between its customer base
and its partners.
CRM also links its customers, employees and suppliers over the Web, the phone, fax, in
person and through partners. Companies can then improve relationships with customers, add
value, reduce costs and improve efficiencies in their business processes.
What does this mean to Marketers?
An integrated CRM strategy gives the marketer access to intelligent information on customer
profiles as well as campaign metrics and analytics.
Marketing intelligence on campaign metrics can help the marketer understand which
channels are most effective, which campaigns are generating the most leads, and which lists
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resulted in better response rates. This enables marketers to measure campaign effectiveness
and allocate resources to the most successful tactics.
These conclusions can also be used as a basis for future campaign activities. For example, a
marketer planning a campaign to existing customers should have knowledge about past
customer sales, service requests, and even customer satisfaction. This helps the marketer
tailor promotions to customers who provide the most profits for the organization.
When marketing campaigns are based on comprehensive customer knowledge, tight customer
profiling and segmentation, and the ability to tailor offerings based on an individual's
preferences and needs, they generate better-qualified leads that can secure a sale and deepen
customer loyalty.
Where else is in their Company Customer Information?
It doesn't end with the integration of marketing, sales and customer service, however.
Companies also need to account for other department databases and systems such as
manufacturing, accounting and purchasing.
Global companies have an added layer of complexity. Customer files from the United States,
Europe and Asia must be integrated.
3. Importance of Integration
Unless you have integration between marketing, sales, order management and accounting, it
is impossible for a marketer to understand what revenue a campaign generated - "What's my
real ROI?"
Visibility into ROI and which channels are working successfully is critical. Integration
delivers a genuine flow of information with meaningful information to marketers.
Also, an integrated CRM system enables companies to drive efficiencies by leveraging the
Web, not as a standalone e-business initiative, but integrated into the heart of the business.
Component vs. Package Approach
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There are two strategies used to achieve the kind of data integration needed for a successful
CRM implementation, the Component and Package approach.
Component Approach: The component approach connects a series of individual department

"data silos" into a single system. The underlying data is shared between platforms through
software and applications that must access the data from various sources.
Package Approach: A package approach deploys a single technology platform and a single
database to handle all of a company's data. Each department would then tie into the same
database and the systems would speak the same "language."
On balance, the package approach is recommended because it more easily provides a 360-
degree view of the customer. Tying component systems together can be a challenging and
expensive task due to differences in programming and database structure.
4. Successful Implementation
A simple way of implementing a CRM strategy is to consider Business Flows. This requires a
company to examine the business processes such as planning and executing marketing
campaigns, driving leads to sales and ensuring customers are being served quickly at a low
cost.
A business flow also addresses how you need to interact with other departments and how
information is shared and collaborated among teams to achieve overall objectives. Companies
can start by focusing on the key business flow that has the highest priority or causing the
greatest pain within the business. Some areas to consider might include:
Are their marketing expenditures too high or not targeted enough?

Do you need to lower the cost of sales?
Do you need to save money on customer transactions over the web?
That way, a company can implement an integrated CRM strategy in stages based on the
priorities of the business.
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The Blueprint of CRM
A CRM system is only as good as the commitment garnered from the entire organization.
Successful CRM requires transformations on basic levels:
Structure
Process
Culture
Technology
Structure: Departments will be restructured for maximum business efficiencies that require
departments to begin sharing customer information. They will no longer exist as separate
entities.
Process: As departments begin to work together, they will discover ways to interact more
efficiently.
Culture: Employees need to change their thinking and the way they conduct their work.
They must begin to work efficiently with other departments and other divisions around the
world. Additionally, many of the daily functions of a company can be shifted to the Web -
which requires a change in both procedure and attitude.
Technology: The final, obvious change will be in applying a new technology. Companies
will add the latest tools to help everyone get their jobs done, but also to help customers
manage their business.
The good news is companies don't have to make these changes overnight. But keep in mind
that no solution can take you to a new way of doing business unless these areas are addressed.
5. Conclusion
CRM strategies offer companies a complete view of their customers across the entire
organization.
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When implemented properly, a CRM strategy integrates all customer-facing and back office
applications with the same data. Companies reap large gains from these efficiencies by
offering better service and developing deeper relationships with customers.
In order to achieve those gains, the implementation of the CRM strategy has to create a 360-
degree view of the customer. This means merging the information silos maintained by each
department into a single data repository accessible by all departments.
Selection of technology is vital to a successful CRM implementation. Selecting a package

approach, rather than tying together existing individual components, enables each department
to tie into the same database with systems that speak the same "language."
Implementation of a CRM strategy is by no means a project for the IT department alone.

Marketers must be directly involved in the process because they will ultimately win or lose
based on the quality of the outcome.
If implemented properly, a CRM strategy enables marketers to interact with customers armed
with useful information. Additionally, by analyzing existing customer data, marketers have
better tools to build future marketing campaigns, increase sales and drive ROI.
Industry
Overview
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17
Introduction:
Coffee occupies the third slot after tea and milk in the domestic market. Non-drinkers and
occasional coffee drinkers, who account for 78% of the country's populace.
According to the study done by the Gallup and Coffee Board, the top of mind recall for teas
in the country is 66% as against 22% for coffee. Speaking on opportunities for coffee
retailing in India, the country's coffee consumption topped 125000 in 2013. Though coffee
has been in a commanding position in the southern states, tea also has an equal share. There is
a great scope for increasing coffee consumption amongst occasional drinkers and non-
drinkers.
Coffee has to compete with other beverages to get its share of throat. Marketers have to target
younger consumer, and come with new and appealing patterns. Coffee can be easily
associated with wellness, health and youth. The market potential is $100 million.
INDIA -- Domestic consumption of coffee shows a steady increase. This fact is happening in
the same time with the fast food segment growing at the rate of 40% every year. In the next
couple of years, coffee chains in India are expected to grow at an annual rate over 30%.
From being a traditional beverage consumed mainly in South India, coffee now has a
national presence, consumed in several forms and retail formats.
The results have been dramatic: domestic consumption of coffee last year increased by nearly
one-third, from 60,000 to 80,000 tons.
Coffee production and consumption State-wise Production in metric tones
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Calendar Year Quantity (in MT)

2008 94,400
2009 97,000
2010 101850
2011 106000
2012 110000
2013 125000
Internationally, coffee sales are virtually stagnant, moving ahead at 0.5 per cent. According
to a research report by the United Nations Food and Agriculture Organization, India's coffee
consumption has been chugging along at 2.2 per cent per annum.
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The Coffee Caf Industry
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
remains 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).
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 by coffee costing something like Rs. 100 ($2.50).
From small-sized coffee shops to classy coffee lounges leading coffee retailers such as Caf
Coffee Day, Barista, Costa Coffee and Coffee World have all been fighting hard to lure
Indias growing middle class.
Individual Cafs:
The main bulk of revenue is earned by small, individual cafs, run mostly by families and
friends. It is a relatively unorganized sector. There are millions of such cafs around the
world, and they provide customers with a homely, casual experience.
The bulk of these cafs are mainly in Europe, where every little town or village has local
cafs, where people gather together for a conversation over coffee, or just to be alone with
their thoughts.
These cafs have been the birthplace for various creative minds, revolutionaries and thinkers
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of their time. The most recent example is the author J.K. Rowling, who has written most of
the Harry Potter series of books, sitting at her local caf.
These cafs set themselves apart from retail chain cafs and hotel cafs because they provide
customers with a homely, classic appeal, which cannot be emulated.
Hotel Cafs:
Ever since the popularization of coffee, hotels all over the world started opening 24hr coffee
shops where visitors to the hotel could walk in for a cup of coffee and some food at any time.
These coffeehouses are extremely important, because they provide international visitors to
the hotel with a universal drink- coffee. Any customer can walk into any major hotel in the
world, and enter the coffeehouse, and know what to expect. These cafs are not really major
players in the coffee caf industry, but rather provide supplementary services to the hotel
industry.
Retail Caf Chains:
The last, and the most organized sector in the coffee caf industry, is the retail caf chain. Off
late, these chains have become extremely popular and are growing at an ever-increasing pace.
These retail chains have work with an organized structure of man, material and money. The
work on developing a recognized brand consistent to all their outlets, which customers can
easily relate to, wherever they go. They provide customers with a standardized level of
service and quality at each of their outlets. Tiff in also.
The vintage location of the mess attracts huge crowds even today early in the mornings,
Coffee however was not the only item on the menu. These places also served food and other
drinks to their customers.
The drink also became famous and as a result even five star hotels began cashing in on it.
Several hotels all over the country started opening coffee- shops that catered to high- end
customers. This showed the popularization of coffee cafs, to all sections of society.
The drink has now become more of a concept than merely a drink itself. The last decade
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witnesses the growth of numerous coffee pubs in the country. A number of coffee caf owners
tried to westernize the taste in contrast to the filter coffee.
Now, large retail chains like Barista and Caf Coffee Day have opened up around the
country. The concept of a caf today is not merely about selling coffee, but about
developing a national brand. Retail cafs now form a multi- crore industry in the country,
and have huge potential for growth locally, and internationally.
Major Competitors
As coffee culture gets bigger in India, a traditional tea drinking nation, domestic and
international chains are lining up big expansion plans to the tune of nearly Rs 325 crore in the
next 3-5 years.
Majors players like Barista, Costa Coffee and Cafe Coffee Day are already working
overtime to expand their presence in the country and implement product portfolio overhauls.
On the other hand, global player Starbucks Corporation is all set to make its India debut in
2007.
All caf chains, are looking to cash in on the booming coffee retail in India, which is
expected to grow at an annual rate of over 30 per cent in the next couple of years on the back
of patronage from the young population in the 18-25 age bracket with a growing disposable
income.
The latest to announce big plans for expansion in the Indian coffee retail market is UK-based
coffee shop chain Costa Coffee. The company is doing an investment of Rs 150 crore to set
up 300 outlets in the next five years. Costa is taking steps to widen its menu, including
addition of a range of wraps. It is also in the process of fine-tuning an India specific menu to
appeal to the local palate.
In the wake of increased competition, Barista, one of the first players, is making an
investment of Rs 50 crore this fiscal to add around 100 new stores. It plans to have a total of
250 outlets by end of this fiscal and take it beyond the metros to smaller cities.
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Cafe Coffee Day has already made plans to open total more than 800 outlets across India by
2013.
While the existing players are looking at consolidating their businesses, US-based coffee
retail giant Starbucks Corporation is already a part of this industry from 2007.
They are looking forward to offering the finest coffee in the world to customers in this
country within the next 18 months.
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CHAPTER 2
Company
Profile
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About Amalgamated Bean Coffee Trading Company

Limited (ABTCL)
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 more than 800 cafes in India,
Pakistan & Austria (Vienna). Their customers have given us the thumbs up for their 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.
Caf Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean
Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day, a Rs. 300 crore
ISO 9002 certified company. Coffee Day sources coffee from 5000 acres of coffee estates, the
2nd largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one
of Indias leading coffee exporters with clients across USA, Europe & Japan.
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Its different divisions include:
Caf Coffee Day:
It is a place where customers come and rejuvenate themselves. It is a meeting place for the
young at heart. In the cafes they sell Hot and Cold coffee as well a Food and Merchandise to
the customer.
Coffee Day Fresh n Ground: Which owns 354 Coffee bean and powder
retail outlets
Major Player in the most and ground filter coffee segment. It provides a unique assortment of
blend at affordable prices. The coffee is freshly ground in front of the customer and sold to
him.
Coffee Day Xpress: Which owns 341 Coffee Day Kiosk
Bridges the need gap between the leisurely cuppa and a bite at the caf and a quick drink at a
vending point. In this segment you would notice kiosks strategically positioned, where
customer can not only drink a cup of coffee but also grab a quick bite on the move.
Coffee Day Take away: Which owns 7000 Vending Machines
To serve the man on the move, who though in a hurry doe not have to compromise on the
quality of coffee he drinks. Coffee Day has its vending machines placed in vendor outlets in
all major cities.
Coffee Day Exports: Indias largest coffee exporters.
Currently export over 30000 tones of green coffee per annum, i.e. 15% of Indias coffee
exports. We have also ventured into specialty coffee exports.
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Coffee Day Perfect: FMCG Packaged Coffee
For mass-in-home consumption segment where filter coffee is consumed everyday. The filter
coffee is sold in a packaged form to the consumer.
Plantation:
ABC has its seeds sown in the heart of the coffee

cradle of India, Chikmagalur. The region is a
world wrapped in primeval innocence, where
panthers, tigers and elephants roam.
Their passion for coffee stems from the august

heritage of coffee estates inherited by the
promoter's family. What started out with a small
group of family-owned estates gradually grew as
more and more estates were included to finally
form Amalgamated Bean Coffee Trading Co. Ltd.
The plantations nestled in Chikmagalur and Mudigere region of the Western Ghats, are spread
over 5000 acres of well-maintained estates up to 4500ft above sea level. This makes us the
second largest plantation company in the country.
They are hosts to innumerable herbs, shrubs and

trees like jackfruit, orange, pepper, cardamom, etc.
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The coffees at their estate are grown under the dark shades of various forest trees like silver
oak, Indian Rose wood and various others.
Awards and Accolades
Caf Coffee Day was named Food Services Retailer of the Year and Exclusive Brand
Retailer of the year at 1st ICICI Bank Retail Excellence Awards function in 2005.
Caf Coffee Day was rated the No. 3 food services brand in Business World and Brand
Equity surveys in 2004
Caf Coffee Day was ranked as the 3 rd best Retail F & B chain in the Brand Equity
Survey in 2004.
Mr. V. G. Siddhartha, Chairman (Amalgamated Bean Coffee Trading Company Limited)
received the Economic Times Entrepreneur of the year 2003 award.
Caf Coffee Day has had a hat trick victory in the India Barista Championship. For 3
years in a row 2002, 2003, 2004 Caf Coffee Day has won all the top award and its
representative has gone on to represent India at World Barit Championships, winning
silver medal in 2002 and 5th place in 2004 for the country.
October 21, 2011: On Friday, October 21, 2011 the whos who of the corporate world,
thought leaders and the glitterati gathered at the Trident Hotel, Mumbai, to raise a toast to
those whove defined success on the business scene this year. The occasion was the first
Forbes India Leadership Awards (FILA). FILA distinguishes itself from the clutter of
business awards by choosing to recognize those that symbolize transformational
leadership.
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About
CAF COFFEE DAY
Caf Coffee Day (CCD) pioneered the caf concept in India in 1996 by opening its first
caf at Brigade Road in Bangalore. Till about the late 1990s coffee drinking in India was
restricted to the intellectual, the South Indian traditionalist and the five-star coffee shop
visitor. As the pure (as opposed to instant coffee) coffee caf culture in neighboring
international markets grew, the need for a relaxed and fun hangout for the emerging urban
youth in the country was clearly seen.
Caf Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean
Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day, a Rs. 300 crore
ISO 9002 certified company. Coffee Day sources coffee from 5000 acres of coffee estates, the
2nd largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one
of Indias leading coffee exporters with clients across USA, Europe & Japan.
Recognizing the potential that lay ahead on the horizon, Caf Coffee Day embarked on a
dynamic journey to become a large organized retail caf chain with a distinct brand identity
of its own. From a handful of cafs in six cites in the first 5 years, CCD has become Indias
largest and premier retail chain of cafes with 552 cafes in 90 cities around the country.
With its roots in the golden soil of Chickmaglur, the home of some of the best Indian
Coffees and with the vision of a true entrepreneur nurturing it, Coffee Day has its business
spanning the entire value chain of coffee consumption in India.
Mission statement
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30
Logo.
For a brand to stand out and be successful there has to be a personal commitment from staff
at all levels. The target customers must identify with it. It should be vibrant and have a life
of its own. Liveliness, growth, fun and passion depict their brand, their customers, their staff
and their future this is embodied in their design.
Their LOGO embody:

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
Caf store:
Caf Coffee Day is Indias largest and premier
retail chain of cafes with 421 cafes in 75 cities
around the country.
All major cities such as
Bangalore 83 cafes at present
Ahmedabad - 12 cafes
Chennai 16 cafes
Goa 7 cafes
Gurgaon 9 cafes
Hyderabad 22 cafes
Jaipur 18 cafes
Kolkata 15 cafes
Mumbai 65 cafes
New Delhi 50 cafes
Pune 20 cafes
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ORGNIZATIONAL CHART AND A CAREER GROWTH
HEAD - OPERATIONS
REGIONAL MANAGER
ASSISTANT REGIONAL MANAGER
CITY MANAGER
AREA MANAGER
CAF MANAGER REGIONAL

TRAINER
ASSISTANT MANAGER CITY TRAINER
CAF INCHARGE
TEAM MEMBERS
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Different formats of caf..
Caf Coffee Day has been experimenting with caf formats for quite sometime, CCD has
ventured into the following formats:
Music Cafs provide customers with the choice of playing their favorite music tracks on
the Digital Audio Jukeboxes installed at the caf! There are around 85 cafes with such
jukeboxes. 32 cafes also provide customers with the visual treat of watching their favorite
music videos by means of Video Jukeboxes.
Book Cafs offer the perfect solution to people who think that the coffee experience is
incomplete without browsing through the bestsellers or reading a classic. CCDs book corners
accentuate the age-old combination of coffee and books.
Highway cafs on the Bangalore Mysore highway and NH-8, presents the traveler en
route not only with good coffee and scrumptious snacks amidst great ambience but also with
clean restrooms to get rid of that weariness from the road!
Lounge cafs at Hauz Khas, Delhi and Southern Avenue, Kolkata (Southern Avenue) and
Hyderabad (Jubilee Hills) combines the style and luxury of a lounge with the lively ambience
and comfort of a caf. With exquisite interiors, exotic menu and thematic music CCD Lounge
offers a whole new experience to the connoisseur while assisting the latter through its team of
hostesses who are poise and style incarnate and are looked upon as fashion icons.
Garden cafs at M.G Rd, Bangalore and GKII, New Delhi combine the joy of
rejuvenating amidst verdant landscapes and pots of coffee.
Cyber cafs at Brigade Rd, Bangalore, Airport, Bangalore and Airport, Delhi combine the
urge to surf, not to mention get connected through the internet while enjoying perfectly
brewed cups of coffees, both domestic as well as International blends!
Sports caf, singles caf, fashion caf are the upcoming caf formats
33
34
Product Iced Eskimo Cremosas

Coffee Add-ons Litchi
Range:
Honey Ginger Spice
Coffees & Flavored Syrups Pina Colada
Teas Red Eye Cool

Whipped Cream Refreshers
Scoop pf Ice Fruit Juices
cream Mineral Water
Chocolate Sauce Eatables
Teas Melting
Hot Coffee
Assam Tea Moments
Espresso
Masala Chai Banana n
Espresso
Lemon n Ice Walnut Cake
Americano
Tea Banana
Cappuccino
Kashmiri Chocolate
Caf Latte
Qahwah Mousse
Chococinno
Apple n Banana Caramel
Caf Mocha
Cranberry ice pie
Irish coffee
tea Chocolate
International
Refreshing Doughnut
Coffee
Alternatives Cookies
Colombian Juan
Mocktails Marble Cake
Valdez
Blood Orange Chocolate Cake
Ethiopian
Cool Blue Ice-Creams
Qahwah
Pineapple Crush Vanilla
Kenyan Safari
Emerald Ice Chocolate
Cold Coffee
Ruby Surprise Seasons Best
Sweet Mint
Smoothies Quick Bites
Cold Sparkle
Mango Colada Samosa
Brandied
Strawberry Puff
Banana
Colada Pizza
Tropical Iceberg
35
Croissant
French Fries
Kathi Roll
Wraps
Biryani
Sandwiches
Burger
36
PRODUCT SOURCES
Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes.
Coffee Day has a well-equipped roasting unit catering to the specific requirement of
the consumers. The process is carried out under the control of experienced personnel
to meet highest quality standards. The most modern technology available is used to
maintain consistency and roast the coffee beans to the demanding specifications of the
discerning coffee consumers. The coffee beans are supplied to all the cafs from
Chikmagalur.
The eatables at Caf Coffee Day are catered by different vendors: example: ice
creams are catered by Cream Bell, Milk by Amul and samosas by Patsiers Gallery.
Caf Coffee Day also sells merchandise through its stores. 5 per cent of the revenue
comes from sale of merchandise.
Quality standards:
Quality policy: We are committed to quality and we shall strive continuously to

provide products, which consistently meet the needs of their customers and establish a
value-added relationship, ensuring total customer satisfaction.
Caf Coffee Day has a check on quality all the time and in several aspects. The
operational in-charge will go around checking business, record keeping, and service
and heck the feedback forms. The food in-charge will look at the way food is being
stored, coffee is being made, what is the time take to extract the coffee and so on.
Marketing person will go about checking displays, how the merchandise is displayed.
Merchandising:
Every one likes to cherish good times with a hope that they last forever. To
make this a reality merchandising started. At Caf Coffee Day merchandise
started more as a sentimental thing than as revenue stream. They wanted to reward
coffee lovers and they started selling mugs. People wanted to wear something that
reminded them of the cafe so they designed T-shirts and sold thousands of those. But
soon it has become a serious business. 5 per cent of their revenue comes from the
merchandising. Caf Coffee Day sells various young and trendy merchandise
through its stores:
Caf Coffee Day Merchandise now got more Affordable
S.No Particulars
1 Funky Caps @ Rs 60 onwards

Customer
2 Cool T-Shirts @ Rs 229 onwards
Profile:
3 Bags @ Rs 225 onwards
Coffee Filters @ Rs 120 The caf is a meeting
4
Coffee Filters @ Rs 120 place for 15-29 year
5 olds, both male and
female who are served the best coffee by friendly and informed staff, in an uplifting
and invigorating ambience.
Research shows that teen-agers form 25% of their customers while 38% of the
customers are between 20-24years and another 23% belong to the age group of 25-29
years.
Students and young professional comprise around 72% of their customers.
18% of the customers visit the cafes daily while another 44% visit weekly.
Each caf, depending upon its size attracts between 500 and 800 customers daily,
mainly between 4pm and 7 pm.
Customers describe Caf Coffee Day as the place they frequent most after home and
workplace/college. It is a place where they meet friends and colleagues, in groups of
3 or more; a place where they rejuvenate and are free to be themselves rather than a
place to be seen at vis a vis other cafes.
.Employee base and career growth..& organizational culture
The company today has over 3500 employees. The basic criteria for selection of an
employee are he should be extremely creative and passionate. So the company has a
intensively growth oriented team with it.
Company is recognized as an equal opportunities employer. To provide individuals
with continual growth and prosperity is fundamental to the culture of their
organization.
Internal Promotions: An intensive, focused in-house training structure helps

employees to grow to the next level with highly active internal promotions process.
Job Enrichment: The organization firmly believes in creating opportunities for

learning in the employees area of interest outside his scope of routine responsibilities.
This comes mostly in the form of projects or assignments carried out under the
supervision of a mentor within the organization.
Job Rotation: Employees are rotated through the various sections at the caf so
that they will be exposed to all facets of the caf operations.
Rewards & Recognition:

At caf coffee day people are brought out in appreciation for their efforts in various
formats. A whole lot of rewards are offered along with great incentive programs with
access to gift certificates and merchandise.
The Price of a Cup

Main strategy has always been to provide the best coffee experience at an affordable
price. For this they need to keep operating costs low.
In fact, a large part of their success is due to stringent cost controls. We get coffee
beans cheap because we source from their own estates. Most IT solutions were also
designed in-house to keep costs low.
Caf Coffee Day has different food suppliers for different locations. Within one
region, we may have as many as three suppliers if there are 40 or 50 cafs. That way,
one supplier can serve 15 to 20 cafs. It is too risky to depend on one supplier if
something goes wrong, the food supply to all the cafs in a city can be affected.
Full of Beans
Caf Coffee Day generally believes in having clusters of cafs. Within the Mumbai
suburb of Bandra, for instance, we have six outlets.
Importantly, none of these outlets is a franchise. A crucial part of the strategy is that
all outlets are company-owned. Even though self-owned cafs are more expensive in
the short term, a too-hasty switch to the franchisee model may cost the brand value.
Corporate Social Responsibility

Despite achieving tremendous growth, the company has counted it of utmost priority
to contribute success back to their society. Of their many corporate social
responsibilities their main attempt has been to create exciting and valuable
employment opportunities for the less fortunate and make them as independent as
possible.
Their understanding with a known NGO Enable India gives us the opportunity to
employee hearing & speech impaired people. The company has also initiated a
VOCATIONAL TRAINING COLLEGE that recruits individuals from the less
fortunate, remote parts of the state and trains them in a state-of-the-art facility at
Chickmaglur. Here they learn about operations & customer service. The training also
includes on-the-job training after which the students are provided with full time
employment opportunities with Caf Coffee Day.
CHAPTER 3
Research
Methodology
Research Methodology is a way to systematically solve the research

problem, it not only takes the research methods but also considers the logic behind the
methods. The study of research methodology for developing the project gives us the
necessary training in gathering materials and arranging them, participation in the field
work when required, and provides training in techniques for the collection of
appropriate data for particular problems.
This chapter identifies how the research was done, and its aim is to describe the
research strategy and methods applied in this study, and to discuss their suitability
within the context of various research philosophies, models and methodological
approaches. This includes a general overview of the overall research philosophy
employed in carrying out the research, justification of the chosen approach, provision
of operational construct definitions and specification of their indicators, and a
discussion of the data collection and analysis methods.
It is useful to state at this point that due to the confirmatory nature of the research
objectives, the questions that emerged in chapter two and previous research
foundations reported in the literature, the approach used in this research is primarily
informed by a positivist philosophy based on the deductive approach of enquiry.
In line with general practice within research of a management nature, some elements
of inductive-based qualitative techniques are incorporated in achieving the objectives
of this research; hence, it is important to evaluate the range of research approaches
and possible methodologies that were at the researchers disposal, in order to show
how these were considered and to justify the methodological choices made.
Researches point to pay attention to these mentioned points below:-
SAMPLE UNITS-
A decision has to be taken concerning a sampling unit before selecting a sample,
sampling unit may be a geographical one such as a state, district, village etc. so in this
research sampling unit is Jaipur area.
SOURCE OF DATA-
Data required for the study was collected through primary sources i.e. market survey.
SAMPLING SIZE-
This refers to the number of items to be selected from the universe to constitute a
sample. This is major problem before the researcher. The size of samples should
neither be excessively large not too small, it should be optimum. The size of the
population must be kept in view for this also limits the sample size. Sample size in
this research is 100.
INSTRUMENTS USED
Primary data collected through sample survey from the selected elements in malls and
super markets. So for this purpose I have most popular tool of primary data collection
through direct communication with respondents.
The tools I used are questionnaire.
METHOD OF DATA COLLECTION
Actually data is of two kinds which are following-
a) Primary Data: Data collected first hand in raw form. Data that is
collected for a specific purpose. Basically data collected in raw form
directly from a source for a specific purpose, is referred to as primary
data.
Examples include:-
o Jotting down important points during a lecture

o Interviewing
o Making your own questionnaire
b) Secondary Data: Data collected from sources that have

already collected it. Basically it is second hand or re-used data that is
collected from primary day.
There are basically two sources to collect secondary data
a) Internally: provided by company/organization.
b) Externally: various publication of central, state and local government.
Books, magazines, newspapers

Internet
After only keeping in mind one can think about what type of data has to be
collected during research as our research is concerned I have to gather
primary data for customer preference.
RESEARCH INSTRUMENTS:
QUESTIONNAIRE DESIGN:
As the questionnaire is self-administered one, the survey is kept simple and
user friendly. Words used in questionnaire are readily understandable to all
respondent.
I have made the questionnaire in which questions are according to the

research and these are convenience for the respondent.
Research Design
A research is designed in line with the nature of the problem identified and the
questions to be addressed The stated objectives of this research are confirmatory and
explanatory in nature, as they sought to describe and confirm the consumer behavioral
on smartphone in Indian market; and to establish, as well as explain, the nature of the
effect of regulatory focus in consumers smartphone buying behaviour.
Research design provides an overall direction for the collection and analysis of data of
a study Importance of research design stems from its role as a critical link between the
theory and argument that informed the research and the empirical data collected
(Nachmias and Nachmias 2008). A choice of research design reflects decisions about
the priority being given to a range of dimensions of the research process and this of
course will have considerable influence on lower-level methodological procedures
such as sampling and statistical packages. Along with clear research plan it provides,
constraints and ethical issues that a study will inevitably encounter must also be taken
into account
As such this study employed a cross sectional self-administered survey design using a
questionnaire instrument to collect data on consumers. This addresses both the
descriptive and explanatory aspects of the research. The data collected was then
analysed and thereby addressing the confirmatory aim of the research.
Topic of the Study
Customer Relationship Management initiatives to improve the sales

at Caf Coffee Day
Need:
1. To understand the importance of CRM in service industry

To understand whether CRM strategy helps in retaining existing
customer
2. To know how CRM will help in improving CCD performance.
Objective:
1. To know the importance of CRM in Caf Coffee Day.

2. To introduce CRM strategy in Organization.
3. To know whether CRM helps to build strong relation with customer.
4. To know whether CRM helps to retain the customer.
5. To identify area for further CRM improvement.
Research Methodology:
1. Survey through questionnaires
2. Face to-Face interview
Sample size: 100

Sample unit: Customers of Caf Coffee Day
Sampling method: Convenience Sampling
Secondary Data:
The major source of secondary data is through internet.The information on coffee
industry and company profile of Caf coffee Day is collected through internet.
Limitation:
1. A study is restricted only for Jaipur CCD.
2. Time duration is only 60 days.
3. The respondents may give biased opinion.
4. Many of the respondents were not willing to fill the
questionnaire.
5. Some people were not willing to respond and few of them
who responded were in hurry hence the active participation
was lacking. Due to which I faced difficulties in collecting
informations regarding our questionnaire.
CHAPTER-4
Analysis
&
Interpretation
.
Occupation:
Occupation of Respondent
Cumulative
Frequency Percent Valid Percent Percent
Valid Student 58 58.0 58.0 58.0
Working 33 33.0 33.0 91.0
Business 9 9.0 9.0 100.0
Total 100 100.0 100.0
70
60
58
50
40
30 33
20
Frequency
10
9
0
Student Working Business
Interpretation:
58% of the respondents are students.
33% of the respondents are working.
9% of the respondents are business.
Student Visit Caf Coffee Day more than other.
Gender:
GG
Gender
Cumulative
Valid Male 56 56.0 56.0 56.0
Female 44 44.0 44.0 100.0
Total 100 100.0 100.0
60
56
50
44
40
30
20
10
Frequency
0
Male Female
Interpretation:
56% of the respondents are Male.
44% of the respondents are Female.
Age of the respondent
Age of Respondent
Cumulative
Valid 15-20 15 15.0 15.0 15.0
20-25 57 57.0 57.0 72.0
25-30 21 21.0 21.0 93.0
30-35 6 6.0 6.0 99.0
35-40 1 1.0 1.0 100.0
Total 100 100.0 100.0
70
60
57
50
40
30
20 21
15
Frequency
10
6
0
15-20 20-25 25-30 30-35 35-40
Interpretation:
15% of the respondents are between the age group 15-20.
Age group between 20-25 visit Caf Coffee day more other age group.
How often you visit Caf Coffee Day?

How often you visit CCD
Cumulative
Valid Every Day 5 5.0 5.0 5.0
Once in Week 39 39.0 39.0 44.0
Once in fortnight 19 19.0 19.0 63.0
Once in Month 37 37.0 37.0 100.0
Total 100 100.0 100.0
50
40
39
37
30
20
19
10
Frequency
5
0
Every Day Once in Week Once in fortnight Once in Month
Interpretation:
5% of the respondents visit Caf Coffee Day every Day
39% of the respondents visit Caf Coffee Day once in a Week
19% of respondent visit Caf Coffee Day once in fortnight
37% of respondent visit Caf Coffee Day once in Month.
How long you have been visiting Caf Coffee Day
How long you have been visiting CCD
Cumulative
Valid From Start 30 30.0 30.0 30.0
From 2 years 28 28.0 28.0 58.0
From a year 29 29.0 29.0 87.0
Recently 13 13.0 13.0 100.0
Total 100 100.0 100.0
40
30
30
29
28
20
13
10
Frequency
0
From Start From 2 years From a year Recently
Interpretation:
30% of the respondents are visiting caf from start.
28% of the respondents are visiting caf from last two year.
29% of the respondents are visiting caf from a year.
13% of the respondents are visiting caf from recently.
For what purpose did you visit Caf Coffee Day

For what purpose did you visit CCD
Cumulative
Valid Refreshment 57 57.0 57.0 57.0
Light Snacks 20 20.0 20.0 77.0
Parties 12 12.0 12.0 89.0
Business meeting 5 5.0 5.0 94.0
Other 6 6.0 6.0 100.0
Total 100 100.0 100.0

70
60
57
50
40
30
20
20
Frequency
10 12
0 5 6
Refreshment Parties Other
Light Snacks Business meeting
Interpretation:
57% of the respondent visit caf for refreshment purpose
20% of the respondent visit caf for light snacks
12% of the respondent visit caf for Parties
5% of the respondent visit caf for Business meeting
6% of the respondent visit caf for other reason ( hanging up with friends)
What factor influences you to come Caf Coffee Day

What factors influences you to come CCD
Cumulative
Valid Music 7 7.0 7.0 7.0
Service 8 8.0 8.0 15.0
Coffee & Snack 49 49.0 49.0 64.0
Price & Promo 1 1.0 1.0 65.0
Hospitality 2 2.0 2.0 67.0
Environment 33 33.0 33.0 100.0
Total 100 100.0 100.0
What factors influences you to come CCD

60
50
49
40
30 33
20
Frequency
10
7 8
0
Music Cof f ee & Snack Hospitality
Service Price & Promo Environment
Interpretation:
For 7% of the respondent music influences to come CCD
For 8% of the respondent service influences to come CCD
For 49% of the respondent coffee and snacks influences to come CCD
For 1% of the respondent price & promo influences to come CCD
For 2% of the respondent hospitality influences to Come CCD
For 33% of the respondent Environment influences to come CCD
Are you aware of promotional activity conducted by Caf Coffee Day

Are you aware of promotional Activity conducted by CCD
Cumulative
Valid Yes 37 37.0 37.0 37.0
No 63 63.0 63.0 100.0
Total 100 100.0 100.0
70
60 63
50
40
37
30
20
Frequency
10
0
Yes No
Interpretation:
37% of the respondents are aware about promotional activities
63% of the respondents are not aware about promotional activities.
This shows that promotional activities are not effective and advertisement is
less.
Would you likr to know
Cumulative
Valid Yes 53 53.0 76.8 76.8
No 16 16.0 23.2 100.0
Total 69 69.0 100.0
Missing System 31 31.0
Total 100 100.0
60
53
50
40
30
20
16
Frequency
10
0
Yes No
Interpretation:
76% of the respondents would like to know about promotional activities
34% of the respondents not like to know about promotional activities.
This shows that most of them are interest in promotional activities.
Would you like to celebrate their special moment at Caf Coffee

Day?
Would you like to celebrate your special moments at CCD
Cumulative
Valid Yes 84 84.0 84.0 84.0
No 16 16.0 16.0 100.0
Total 100 100.0 100.0
100
80 84
60
40
20
Frequency
16
0
Yes No
Interpretation:
84% of the respondents like to celebrate their special moments at CCD
16% of the respondents dont like to celebrate their special movement at CCD.
Would you like to be a part of any CCD event conducted in future?

Would you like to be a part of any CCD event conducted in future
Cumulative
Valid Yes 77 77.0 77.0 77.0
No 23 23.0 23.0 100.0
Total 100 100.0 100.0
100
80
77
60
40
20 23
Frequency
0
Yes No
Interpretation
77% of the respondents like to be part of the CCD event
33% of the respondents dont like to be part of the CCD event
CCD has to see the advertisement should reach those 77% of the customer.
And conduct the events which should retain those customers.
Opinion about service

opinion about service
Cumulative
Valid Highly Satisfied 17 17.0 17.0 17.0
Satisfied 61 61.0 61.0 78.0
Nutral 17 17.0 17.0 95.0
not satisfied 4 4.0 4.0 99.0
Highly not Satisfied 1 1.0 1.0 100.0
Total 100 100.0 100.0
70
60 61
50
40
30
20
17 17
Frequency
10
0 4
Highly Satisfied Nutral Highly not Satisfied
Satisfied not satisfied
Interpretation:
17% of the respondents are highly satisfied about service
61% of the respondents are satisfied about service
17% of the respondents feel service is not good and not bad means ok .
4% of the respondents are not satisfied about service
Only 1% of the respondents are highly not satisfied about service.
Opinion about Price
opinion about Price
Cumulative
Satisfied 39 39.0 39.0 42.0
Nutral 48 48.0 48.0 90.0
not satisfied 10 10.0 10.0 100.0
Total 100 100.0 100.0
60
50
48
40
39
30
20
Frequency
10
10
0 3
Highly Satisfied Satisfied Nutral not satisfied
Interpretation:
3% of the respondents are highly satisfied about price
39% of the respondents are satisfied about price
48% of the respondents feel price is neutral
10% of the respondents are not satisfied about price.
Opinion about promotional Activity

opinion about Promotional Activity
Cumulative
Satisfied 16 16.0 16.0 26.0
Nutral 69 69.0 69.0 95.0
not satisfied 5 5.0 5.0 100.0
Total 100 100.0 100.0
80
69
60
40
20
Frequency
16
10
0 5
Highly Satisfied Satisfied Nutral not satisfied
Interpretation:
10% of the respondents are highly satisfied about promotional activity
16% of the respondents are satisfied about promotional activity
69% of the respondents feel promotional activities are neutral
5% of the respondents are not satisfied about promotional activity
This shows promotional activities are not effective.
Do event conducted by CCD influence you to visit CCD

Do event conducted by CCD influence you to visit CCD
Cumulative
Valid Yes 66 66.0 66.0 66.0
No 34 34.0 34.0 100.0
Total 100 100.0 100.0
70
66
60
50
40
34
30
20
Frequency
10
0
Yes No
Interpretation:
66% of the respondents said events conducted by CCD influences them to visit
CCD.
34% of the respondents said events conducted by CCD not influence them to
visit CCD.
Which of the following Activity would influence you visit CCD

Which of the following Activity woulf influence you to visit CCD
Cumulative
Valid Birthday Party 26 26.0 26.0 26.0
DJ Show 34 34.0 34.0 60.0
Promotional Activity 35 35.0 35.0 95.0
Foos Fest 5 5.0 5.0 100.0
Total 100 100.0 100.0
40
35
34
30
26
20
10
Frequency
0
Birthday Party DJ Show Promotional Activity Foos Fest
Interpretation:
For 26% respondents Birthday parties influences.
For 34% respondents DJ show influences.
For 35% respondents Promotional activity influences.
For 5% respondent Food Fest influences.
This shows promotional activity and DJ shows are more effective.
Opinion about the Staff:

Opinion about the staff
Cumulative
Valid Friendly 62 62.0 62.0 62.0
Very Friendly 11 11.0 11.0 73.0
Rigid 18 18.0 18.0 91.0
Blank(No Reaction) 9 9.0 9.0 100.0
Total 100 100.0 100.0
70
60 62
50
40
30
20
18
Frequency
10 11
9
0
Friendly Very Friendly Rigid Blank(No Reaction)
Interpretation:
62% of the respondents feel staff of CCD is friendly
11% of the respondents feel staff of CCD is very friendly
18% of the respondents feel staff of CCD is Rigid
9% of the respondents feel staff of CCD is Blank.
This shows staff of caf is good.
About Promo
After analyzing the survey, it was very much clear that the customers were seemed to
be more influenced by promotional activities. According to the survey 35% of the
respondents feel promotional activity influence them visit Caf Coffee Day.
Therefore, accordance to customers response, it was decided to implement a promo
for 2 days that is on Saturday and Sunday and to check out whether sales will
increase, for the customer satisfaction regarding Promo.
For this promo a local Heartbeat gallery has sponsored gifts

The promo was like make a bill of Rs 299 and Get exciting gifts. I prepared
advertisement, which was put on Caf door before two days.
Details of the promo:

Implemented for two days
The promo was promoted to customer two days before implementation and
some people were informed through SMS.
With every menu card one advertisement of promo was given.
Around 30 bills were more than Rs 299
Utmost customer Satisfaction.
What is purpose of visit to Caf Coffee Day

What is purpose of visit to Cafe Coffee Day
Cumulative
Valid Just a casual visit 7 25.0 25.0 25.0
I visit on every weekend 7 25.0 25.0 50.0
Promowas the purpose 14 50.0 50.0 100.0
Total 28 100.0 100.0
16
14
14
12
10
7 7
6
4
Frequency
0
Just a casual visit Promow as the purpose
I visit on every w ee
Interpretation:
From the above graph it can be interpreted that the majority (14) of the respondent
agreed that Promo was the purpose of their visit to Caf Coffee Day. This is good sign
for promo. This clearly indicates that given an opportunity, consumer are willing to
visit Caf Coffee Day. This evidently proves that well designed promo can attract the
customer and also increase the sales
Thus Caf Coffee Day must take an initiatives to organize such more promos to
attract and to retain the customer..
How could you rate the Promo
How could you rate the promo
Cumulative
Valid Excellent 10 35.7 35.7 35.7
Good 15 53.6 53.6 89.3
Average 3 10.7 10.7 100.0
Total 28 100.0 100.0

16
15
14
12
10
10
4
Frequency
3
2
0
Excellent Good Average
Interpretation
The major pert of the respondents (15) said that promo was good. And to some
extent customer (10) said that it was excellent. There were very few people who felt
promo was good but rater as average. This shows promo had given positive impact on
customer
Would you expect Caf Coffee Day to organize such more promotion
in future?
Would you expect Cafe Coffee Day to organize such more Promos in
future
Cumulative
Valid Yes 25 89.3 89.3 89.3
No 3 10.7 10.7 100.0
Total 28 100.0 100.0
30
25
20
10
Count
3
0
Yes No
Would you expect Cafe Coffee Day to organize such more Promos in future
Interpretation:
25 of the respondent said that promotional activity inspires them to visit
Caf Coffee Day. When its crystal clear that promotional activity inspire people to
visit caf coffee day, CCD must take opportunity to attract the customer through
promos which can build trust and good Customer Relation.
Are you satisfied with this promo?

Are you Satisfied with tis promo
Cumulative
Valid Yes 27 96.4 96.4 96.4
No 1 3.6 3.6 100.0
Total 28 100.0 100.0

30
27
20
10
Frequency
0
Yes No
Interpretation:
27 of the respondent were satisfied about promo that they were a part of promo.
Several consumers even suggested conducting more promos in future. This positive
outcome shows that consumer were highly satisfied.
Findings:
Students visit Caf Coffee Day more
Age group between 20-25 visits Caf Coffee Day more. They are the
potential customers.
39% of the respondents visit Caf Coffee Day once in week and 37% of the
respondent visit caf Coffee Day once in month.
57% of the respondent visit CCD refreshment Purpose
49% of the respondent feel coffee and Snacks influence them to visit CCD
63% of the respondent were not aware of the promotional activity Conducted
by CCD
76.8% of the respondent would like to know about promotional activity.
77% of the respondent would like to be part of any future event in CCD
78% of the respondent Satisfied about service
66% of the respondent feel event conducted by CCD influence them to visit
CCD
73% of the respondent feel Staff of CCD is friendly
36% of the respondent said promotional activity influences them, 34% said DJ
shows influences them.
Promo:
53.6% of the customer rated prom was good and 35.7% rated promo was
excellent.
89% of them expect more events in future.
96.4% of the respondent satisfied about promo.
CHAPTER-5
Suggestions
&
Recommendation
Suggestions and Recommendations
1. Organize at least few promotional activities in order to build good relation with
customer.
2. Give advertisement about promotional activity.
3. Maintain Customer data base.
4. Wish the regular customer for New Year or for any festivals through greeting card
or SMS or through gift. This will increase the loyalty of the customers.
5. Increase number of couches and place
6. Play the good music
7. Quick Service
8. To increase sales Caf Coffee Day can also have corporate tie ups within the city.
Conclusion:
The study helped me gain valuable insight in understanding how Customer Relation
Management can help in increase sales. The project Customer Relationship
Management initiatives to increase sales at Caf Coffee Day has been a knowledge
gaining experience. I have been able to understand that designing of promotional
activity is an art and it helps the company to increase the sales.
Awareness about promotional activity is less. Though it has not been advertised at a
large on television, still has long way to go before it can catch up with its competitors.
I hope my work becomes useful for company.
ANNEXURE
Questionnaire
Personal Details:
Name:
Address:
Occupation:
a) Student b) Working
c) Business d) Housewife
Age:
Contact No:
1) How often you visit caf coffee day?

a) Every day b) Once in a fortnight
c) Once in a week d) once in a Month
2) From how long you have been visiting Caf Coffee Day?
a) From initiation b) From two years
c) From year d) From recently
3) For what purpose did you visit caf?

a) Refreshment b) Light snacks
c) Parties d) Business meeting
e) Other (Specify) -----------------------
4) What factor influences you to come to CCD?
a) Music b) Service
c) Coffee & Snacks d) Price & Promo
e) Hospitality f) Environment
5) Are you aware of promotional activity conducted by CCD?

a) Yes b) No
If No,
Would you like to know?
a) Yes b) No
6) Give your opinion about following factor:
Factors Highly Satisfied Neutral Highly not Not

Satisfied Satisfied Satisfied
a) Service
b) Hospitality
c) Music
d) Price
e)
Promotional
activity
Give your Suggestions to improve the not satisfied factor.

_____________________________________________________________________
_____________________________________________________________________
7) Would you like to celebrate your special moments in cafe?
a) Yes b) No
8) Would you like to be a part of any CCD event conducted in future?

a) Yes b) No
9) Do event conducted by CCD influence you to visit Caf?

a) Yes b) No
10) Which of the following activities would influence you to visit CCD?
a) Birthday party
b) DJ show
c) Promotional Activities
d) Food Fest
e) Any other
11) What aspect of Caf Coffee Day Need to be improve?
___________________________________________________________________
___________________________________________________________________
12) What is your opinion about the staff of Caf Coffee Day?
a) Friendly b) very friendly
c) Rigid c) Blank
Also give your suggestion how you would like the team to treat you?
FEEDBACK FORM
Name__________________
Age___________________
Occupation______________
1. How often do you visit caf coffee day?
More than once in week
Once in a week
Once in a fortnight
Once in a month
Occasionally
2. What is purpose of visit to caf coffee day?
Just a casual Visit
I visit on every Sunday
Promo was the purpose
Any other Specify
3. How could you rate this promo?
Excellent
Good
Average
Bad
Very bad
4. Would you expect Caf coffee Day to organize such more Promos in the future?
Yes No
5. Are you satisfied with this promotion?
Yes No
BIBLIOGRAPHY
Website:
www.cafecoffeeday.com
www.google.com
www.coffeeindustry.com
www.wikipedia.com
Reference Books:
o Marketing Management : Philip Kotler
o Service Marketing: Valarie Zeithaml
o Customer Relationship Management :A sagadevan

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A lot can happen over coffee

Submitted to: Submitted by:

Ankita Rathore Ekta Yadav

Assistant Professor BBA Part II

Department of BBA Roll No.

St. XAVIERS COLLEGE, JAIPUR

This is to certify that Miss Ekta Yadav, the student of St.

She has worked under my guidance to the best of my

I hereby take this opportunity to express my sincere gratitude

The first person I would like to acknowledge is my guide Ms.

I am also thankful to St. Xaviers College for providing various

I am also obliged by my respondents, whose co-operation has

CUSTOMER RELATIONSHIP MANAGEMENT

CAF COFFEE DAY

is a bonafide record of work done by me during the project

I have expressed my experience in my own simple way. I hope

Chapter PARTICULAR PAGE.NO

Customer Relationship Management (CRM) is a concept for increasing companies

What is the goal of CRM?

How does it happen?

"We need a 360 degree view of their customer"

Marketing Automation applications give marketers the ability to create, plan

What does this mean to Marketers?

Where else is in their Company Customer Information?

Component vs. Package Approach

Component Approach: The component approach connects a series of individual department

Are their marketing expenditures too high or not targeted enough?

The Blueprint of CRM

Selection of technology is vital to a successful CRM implementation. Selecting a package

Implementation of a CRM strategy is by no means a project for the IT department alone.

Coffee production and consumption State-wise Production in metric tones

Calendar Year Quantity (in MT)

The Coffee Caf Industry

Retail Caf Chains:

About Amalgamated Bean Coffee Trading Company

Its different divisions include:

Caf Coffee Day:

Coffee Day Xpress: Which owns 341 Coffee Day Kiosk

Coffee Day Take away: Which owns 7000 Vending Machines

Coffee Day Exports: Indias largest coffee exporters.

Coffee Day Perfect: FMCG Packaged Coffee

ABC has its seeds sown in the heart of the coffee

Their passion for coffee stems from the august

They are hosts to innumerable herbs, shrubs and

Awards and Accolades

CAF COFFEE DAY

Their LOGO embody:

ORGNIZATIONAL CHART AND A CAREER GROWTH

ASSISTANT REGIONAL MANAGER

CAF MANAGER REGIONAL

ASSISTANT MANAGER CITY TRAINER

Different formats of caf..

Product Iced Eskimo Cremosas

Teas Red Eye Cool

Quality policy: We are committed to quality and we shall strive continuously to

Caf Coffee Day Merchandise now got more Affordable

1 Funky Caps @ Rs 60 onwards

Students and young professional comprise around 72% of their customers.

Internal Promotions: An intensive, focused in-house training structure helps

Job Enrichment: The organization firmly believes in creating opportunities for

Rewards & Recognition:

The Price of a Cup

Corporate Social Responsibility