1. Research Project on Launch of Café shop
Presented by:
•Vaibhav S

2. Flow of the Presentation
• Introduction
• Growth of Industry in India
• Major Players in India
• Objective
• Methodology
• Sample design and sample size
• Limitation
• Research finding and analysis
• Recommendation

3. Annexure
• Annexure 1- TOMA
– Annexure 1.1-Consumption and ordering pattern
– Annexure 1.2-Fequently visit of consumer in Coffee Shop
• Annexure 2- Opportunity Matrix
• Annexure 3- Demographics related analysis
– Annexure 3.1-TOMA with Gender
– Annexure 3.2-TOMA with Age Group
– Annexure 3.3-TOMA with Occupation
– Annexure 3.4-TOMA with Income
• Annexure 4- Spending behavior
– Annexure 4.1-General Category
– Annexure 4.2-Occupation Category
• Annexure 5- Preferences of coffee shop
• Annexure 6- Deciding factors for visit

4. Introduction
• Café industry is currently one of the biggest and fastest
growing sector.
• Industry consist of:
– Individual Café
– Hotel Café
– Retail Café

5. Growth of Café industry in India
• Coffee- first seat in South India.
• In order to spread, coffee house emerged at various place.
Served in places for lawyers and the educated class to hold
discussions.
• Raayars mess, Chennai established in 1940, oldest coffee
houses in South India which servers first class filter coffee.
• Five star hotel started opening coffee shops which carted high
end customers. The drink has now become more of a concept
than merely a drink

6. Contd….
• Over a decade number of café owners tried to westernize the
taste of coffee in contrast to the filter coffee.
• Large retail chain like Barista, Café coffee Day etc. opened,
concept is not merely selling coffee but about developing the
national brand.
• Coffee Market in India:
– Branded coffee 53%
– Unbranded 40%
– Café 7%

7. Major Players of the Café Industry
in India
• Café Coffee Day- CCD pioneered the café concept in India in
1996. The largest cafe retail chain in India, with 1000 cafes in
141 cities and many in its base, Bangalore
• Barista- Established in India in 1999. The chain has 200 stores
in India
• Mocha- Opened in Mumbai in 2001. 20 units out of which 12
are franchised.
• Costa Coffee- UK based café chain, entered in India in 2005.
Around 36 stores in India.

8. Objective
• Main Objective
Feasibility analysis for the launch of new coffee shop
• Sub-Objective
Customer perception about the coffee.
Relative market share of existing coffee shop.
To understand customer consumption pattern of the coffee.
Ordering pattern at coffee shop.
Opportunity matrix.
Customer feedback and recommendation for positioning of the
new brand.

9. Methodology
• The methods used for data collection were primary as well as
secondary.
• Primary Data collection
– Quantitative analysis- Stratified Random Sampling from different age
groups and different occupation.
• Secondary Data collection- Websites and even articles from
newspapers available on the internet.
• The research design that was followed was of Exploratory and
Descriptive Research.

10. Sample Design and Sample Size
• Sample Size: Quantitative data collected through survey
varied from
– Different Income Group
– Different Age Group
– Different Occupation
• Sample Size: 150 was drawn on the basis of those who avail
the services of coffee shops.
• All the respondents are from Mumbai.

11. Limitation
• The survey done on the consumers are only from Mumbai, so
the report does not show the preferences of the consumers
all through out India.
• Findings of the data is restricted mostly to Central and
Harbor Mumbai.

12. Research Findings and Analysis
1. TOMA (Annexure 1)
Coffee Shop Percent
CCD
55.7
barista
30.9
Costa Coffee
10.1
others
3.4
Total
100.0

13. • Annexure 1.1 Consumption Pattern
Consumption Percent
2-3 times
50.0
0-1 times
49.3
4-5 times
.7
Ordering Pattern Total
100.0
Frequency Percent
coffee 136 90.7
cold drink/ milk shakes/ iced
7 4.7
tea
snacks 4 2.7
tea 1 .7
others 1 .7
Total 149 99.3
Missi System
1 .7
ng
Total 150 100.0

14. • Annexure 1.2
Visit Frequency Percent
once in a month
40 26.7
fortnightly
39 26.0
2-3 times in a week
38 25.3
once in a week
29 19.3
never
4 2.7
Total
150 100.0

15. 2. OPPORTUNITY MATRIX (Annexure 2)

16. Opportunity Matrix
Parameter Importance Satisfaction I-S Opportunity Lost matrix I+(I-S))
Offers 3.2 3.4467 0 3.2
3.7667
Customer Service 3.3067 0.46 4.2267
3.68
Price 3.0867 0.5933 4.2733
Quality 4.5267 3.82 0.7067 5.2334
3.98
Fragrance 3.7733 0.2067 4.1867
3.68
Variety 3.6133 0.0667 3.7467
4.08
Ambience 3.72 0.36 4.44
3.7
Availability 3.5267 0.1733 3.8733
3.6067
Overall Service 3.5933 0.0134 3.6201
3.9333
Location 3.6467 0.2866 4.2199

17. 3. DEMOGRAPHICS RELATED ANALYSIS
• Gender (Annexure 3.1)

18. • Annexure 3.1
Gender
Male Female Total
CCD Count 45 38 83
% within which brand name you recollect when
we say Coffee Shop 54.2% 45.8% 100.0%
barista Count 11 35 46
% within which brand name you recollect when we
say Coffee Shop 23.9% 76.1% 100.0%
Costa Coffee Count 15 0 15
% within which brand name you recollect when we
say Coffee Shop 100.0% .0% 100.0%
others Count 2 3 5
% within which brand name you recollect when we
say Coffee Shop 40.0% 60.0% 100.0%

19. • TOMA with age group (Annexure 3.2)

20. • Annexure 3.2
Age
less than 18 18-25 26-35 36-45 45 and above
CCD Count 4 48 25 5 1
% of Total 2.7% 32.2% 16.8% 3.4% .7%
barista Count 3 25 18 0 0
% of Total 2.0% 16.8% 12.1% .0% .0%
Costa Coffee Count 0 15 0 0 0
% of Total .0% 10.1% .0% .0% .0%
others Count 0 0 3 1 1
% of Total .0% .0% 2.0% .7% .7%

21. • TOMA with Occupation (Annexure 3.3)

22. • Annexure 3.2
Profession
Professional Unemploye
Student Housewife s Business Service d
CCD Count 6 2 15 12 47 1
% of Total 4.0% 1.3% 10.1% 8.1% 31.5% .7%
barista Count 6 3 6 8 23 0
% of Total 4.0% 2.0% 4.0% 5.4% 15.4% .0%
Costa Coffee Count 0 0 0 5 10 0
% of Total .0% .0% .0% 3.4% 6.7% .0%
others Count 0 1 2 0 2 0
% of Total .0% .7% 1.3% .0% 1.3% .0%

23. • TOMA with Income Group (Annexure 3.4)

24. • Annexure 3.4
Monthly income
more then
10,000-25,000 25,000-45,000 45,000-60,000 60,000
CCD Count 13 28 17 25
% of Total 8.7% 18.8% 11.4% 16.8%
barista Count 8 11 14 13
% of Total 5.4% 7.4% 9.4% 8.7%
Costa Coffee Count 4 11 0 0
% of Total 2.7% 7.4% .0% .0%
others Count 3 0 1 1
% of Total 2.0% .0% .7% .7%

25. 4. SPENDING BEHAVIOUR
• General category (Annexure 4.1)
Frequency Percent
Valid 0-100
37 24.7
100-200
56 37.3
200-300
46 30.7
300+
11 7.3
Total
150 100.0

26. • Occupation category (Annexure 4.2)
How much do you spend
Percentag
0-100 100-200 200-300 300+ Total e (%)
Profession Unemployed 0 1 0 0 1 0.67
Count Service 22 36 16 8 82 54.67
Business 0 3 20 2 25 16.67
Professionals 15 3 5 1 24 16
Housewife 0 5 1 0 6 4
Student 0 8 4 0 12 8
Total 37 56 46 11 150

27. 5. Preference of Coffee Shop (Annexure 5)
Frequency Percent
Valid CCD
66 44.0
Barista
24 16.0
Mocha
4 2.7
Costa Coffee
9 6.0
others
2 1.3
Total
105 70.0
Missing System
45 30.0
Total
150 100.0

28. 6. Criteria that affects the choice (Annexure 6)
Frequency Percent
Valid Environment
65 43.3
Price
40 26.7
Quality
35 23.3
Service
8 5.3
Total
148 98.7
Missing System
2 1.3
Total
150 100.0

29. Recommendation
• Ambience and Quality are the key parameter that affect the
choice of Coffee Shop. Where Ambience accounts for 4.44
and Quality accounts for 5.23 (Annexure 6).
• Most of the consumers only order coffee while they visit
coffee shops, so awareness to be made about other
beverages and snacks.(Annexure 1.1)
• Availability of snacks.
• Right mix of advertisement.
• Introduction of “Happy Hours” and privileged cards for
regular customers.
• Tie-ups with companies for bulk offers on vouchers.
(Annexure 4.2)

30. THANK YOU!!!!