Financial Daily from THE HINDU group of publications
Tuesday, Nov 15, 2005
Financial Daily from THE HINDU group of publications Tuesday, Nov 15, 2005 |
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Marketing
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Retailing Coffee Day's first overseas outlet in Vienna next week Vishwanath Kulkarni
Bangalore , Nov. 14 THE Amalgamated Bean Coffee Trading Company Ltd (ABCTCL) is taking its retail coffee chain Café Coffee Day global. Café Coffee Day will be opening its first overseas outlet in Vienna, Austria, better known as the coffee capital of the world, next week, said Mr Naresh Malhotra, director, ABCTCL. Café Coffee Day's overseas advent comes at a time when global chains such as Costas and Coffee World have already entered the Indian market, even while the global retail coffee giant Starbucks is contemplating an Indian foray. "We see a huge opportunity in countries like Austria, which is an overcrowded market and where per capita consumption is about eight kilograms, the highest in the world," Mr Malhotra said. Café Coffee Day chose Central Europe to consider a global foray as the coffee culture was well known in the region and thought that the company could do well in this market, Mr Malhotra said. "We have already finalised another location for our second outlet in Vienna itself," he said, adding that Coffee Day would later expand to countries such as Germany among others. The company expects to cash in on its USP such as décor, ambience and the varieties of coffee among others, he said. In addition to launching the cafes, Café Coffee Day is also launching two of its speciality coffee brands in the Central Europe. Dark Forest and Monsoon Malabar are the two coffee varieties, which ABC is introducing in the European market. "We will be working out various modalities of marketing these speciality brands through supermarket chains and institutional sales among others," Mr Malhotra said. "The Austrians are avid coffee drinkers and our merchandise should make a lot of difference to them." Back home, Café Coffee Day is aggressively targeting the B and C Class cities for expanding its operations. "There is a tremendous potential in these cities," Mr Malhotra said, adding that the company would be doubling its outlets in India to 500 by 2007 from the present 250.
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