09-02-2013, 11:32 AM
Amalgamated Bean Coffee Trading Company Limited (ABCTCL)
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COMPANY HISTORY
Amalgamated Bean Coffee Trading Company Limited
(ABCTCL) is an entrepreneurial venture of Chairman, Mr. V.
G. Siddhartha. His passion for coffee coupled with the
opportunity provided by the deregulation of The Coffee-
Board in 1993 created the perfect timing for the launch of
this company. Their visionary Chairman could foresee the
demand for Indian coffee abroad and ABCTCL began
exporting coffee to coffee connoisseurs across USA, Europe
& Japan. The "Coffee Day" as brand was born in the year
1994. In the year 2000, Coffee Day exported more than 27,
000 tones of coffee valued at US$ 60 m and for the second
time in a short span of 7 years retained its position as the
largest coffee exporter of India. In this short journey of 12
years, the company has grown into six divisions and has
overtaken one milestone after another without looking back.
Mr. V. G. Siddhartha has a vision to further expand ABCTCL
in the domestic and overseas market.
COMPANY BACKGROUND
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 India’s leading
coffee exporters with clients across USA, Europe & Japan.
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.
Its different divisions include: Coffee Day Fresh n Ground
(which owns 350 Coffee bean and powder retail outlets),
Coffee Day Xpress (which owns 251 Coffee Day Kiosk),
Coffee Day Take away (which owns 7000 Vending Machines),
Coffee Day Exports and Coffee Day Perfect (FMCG Packaged
Coffee) division.
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
depicts our brand, our customers, our staff and our future –
this is embodied in our design and colour.
BUSINESS ASSOCIATION
CCD has emerged as an interactive alternative media for
brands to communicate with the ‘young at heart’.
Other media, such as electronic,
print and outdoor, offer brand
communication through visual and
audio modes to a large section of
the populace, both relevant and
irrelevant. Café Coffee Day offers a
much more interactive, targeted
communication, sometimes adding
even a taste dimension to a brand
idea!
DEPARTMENTS AT CAFÉ COFFEE DAY
BUSINESS DEVELOPMENT:
The team decides upon a suitable site where the cafes can
be set up. They identify, shortlist, and finalize a site by
negotiating with property owners. A significant effort is
involved in getting legal clearences and statutory
compliances. After all formalities are completed, the site is
handed over to the projects team.
PROJECTS:
The team comprises of some of the best designers who
ensure that the coffee culture is spread across the country
through beautiful outlets. All new cafes are built with a
standardized design and the look of the café is in sync with
the brand positioning. They aim to build cafes in the shortest
possible time, at the least possible costs to capital outlay. A
recent innovation is the Lounge cafes which are set up in
Delhi, Bangalore, Hyderabad and Kolkata.
OPERATIONS:
This team achieves their sales objectives and is responsible
for the daily running of their cafes in a profitable manner.
Customer interaction is very important for this team, as they
are the ones who interface with the customer and provide
them with a satisfactory service and product experience.
Café managers train all their employees who are involved in
day-to-day operations.
The café staff is their brand ambassador. The brand image of
café coffee day is and will be reflected through them by the
way they dress, behave and carry themselves , both within
the organization and outside.
CAFÉ COFFEE DAY IN COMPETITION
If you are talking about Cafe Coffee Day as meeting place
then the park bench is their competitor, if you are talking
about in terms of food and chain then McDonalds is a
competitor and so are other coffee chains like Barista And
Mocha. In fact they are aiding each other in creating and
growing the coffee culture.
They are not trying to be some one else. They are not trying
to be an upper class coffee shop where you can walk in only
if you have certain amount of money in your pocket. These
are the upper end coffee shops that have hookahs and the
works.
They are about an every day hang out. They are about
being the third most frequented place after home and
workplace or college. So they are like the coffee chains
overseas but with about affordable fun. they have a distinct
identity; they are about coffee and about hanging out and
about nice time spend.