Cafe-Coffee-Day - BRAND DOSSIER Cafe Coffee Day Submitted...

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BRAND DOSSIER Cafe Coffee Day Submitted to: Prof S. Govindrajan In partial fulfilment of the requirements of Marketing management-1 Group 4: Uma Balakrishnan Manish Madhukar Abhiram Goud Sourabh Dhariwal 1
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CONTENTS Part 1 HISTORY. .................................................................................................................... 3 POSITIONING. ............................................................................................................. 4 ADVERTISING, SALES PROMOTION AND SEGMENTATION STRATEGY. ......................... 5 PRODUCT ANALYSIS. .................................................................................................. 8 GENERIC COMPETITION. ............................................................................................. 9 DISTRIBUTION STRATEGY. .......................................................................................... 9 COMPETITIVE STRATEGIES OF CAFÉ COFFEE DAY. ................................................... 10 MARKET EXPANSION. ................................................................................................ 11 SUMMARY. ................................................................................................................ 11 Part 2 PRIMARY RESEARCH PROPOSAL FOR CAFÉ COFFEE DAY. ......................................... 12 HYPOTHESES:. ....................................................................................................... 12 INFORMATION REQUIREMENTS COLLATED FROM THE RESEARCH. ........................... 13 INSTRUMENTS OF DATA COLLECTION. ...................................................................... 13 QUESTIONNAIRE. ...................................................................................................... 15 SAMPLING PLAN. ....................................................................................................... 18 Part 3 METHODS OF DATA ANALYSIS. ................................................................................. 18 HYPOTHESIS 1. ......................................................................................................... 19 HYPOTHESIS 2. ......................................................................................................... 22 HYPOTHESIS 3. ......................................................................................................... 24 HYPOTHESIS 4. ......................................................................................................... 26 ANNEXURE. ............................................................................................................... 28 ANNEXURE 2
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PART I- BRAND DOSSIER INTRODUCTION HISTORY ABOUT CAFÉ COFFEE DAY Café Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day. This is a Rs. 300 crore ISO 9002 certified company. Its chief customers are in USA, Europe & Japan. Based in Chickmaglur, the home of some of the best Indian Coffees, Coffee Day has its business spanning the entire gamut of coffee
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Cafe-Coffee-Day - BRAND DOSSIER Cafe Coffee Day Submitted...

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