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    Presented by Roshni Singh & Pooja S

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    Pooja Sriram
    Cafe Coffee Day is the largest coffee chain in India, with over 1,000 cafes across 69 cities and 3 countries. It opened its first cafe in Bangalore in 1996 and has since expanded significantly. Cafe Coffee Day targets young urban professionals and students between 15-29 years old. It aims to be a regular hangout and meeting place for this demographic with friendly service and the best coffee and food options. The brand focuses on an inviting ambience and positioning itself as a place for young people or those who are young at heart.

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    Presented by Roshni Singh & Pooja S

    Uploaded by

    Pooja Sriram
    114 views25 pages
    Cafe Coffee Day is the largest coffee chain in India, with over 1,000 cafes across 69 cities and 3 countries. It opened its first cafe in Bangalore in 1996 and has since expanded significantly. Cafe Coffee Day targets young urban professionals and students between 15-29 years old. It aims to be a regular hangout and meeting place for this demographic with friendly service and the best coffee and food options. The brand focuses on an inviting ambience and positioning itself as a place for young people or those who are young at heart.

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    Cafe Coffee Day is the largest coffee chain in India, with over 1,000 cafes across 69 cities and 3 countries. It opened its first cafe in Bangalore in 1996 and has since expanded significantly. Cafe Coffee Day targets young urban professionals and students between 15-29 years old. It aims to be a regular hangout and meeting place for this demographic with friendly service and the best coffee and food options. The brand focuses on an inviting ambience and positioning itself as a place for young people or those who are young at heart.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    114 views25 pages

    Presented by Roshni Singh & Pooja S

    Uploaded by

    Pooja Sriram
    Cafe Coffee Day is the largest coffee chain in India, with over 1,000 cafes across 69 cities and 3 countries. It opened its first cafe in Bangalore in 1996 and has since expanded significantly. Cafe Coffee Day targets young urban professionals and students between 15-29 years old. It aims to be a regular hangout and meeting place for this demographic with friendly service and the best coffee and food options. The brand focuses on an inviting ambience and positioning itself as a place for young people or those who are young at heart.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 25

    Presented By

    Roshni Singh & Pooja S


    Background

    Is a chain It opened its first cafe


    of coffee in 1996 on Brigade
    shops in India hav Road in Bangalore, Today there are
    and today has the
    ing it's head almost 6 outlets in
    largest cafe retail
    quarters in chain in India - with a 2 km radius in
    Chikkamagaluru,  1090 cafes in 69 Bangalore
    cities, 3 countries,
    Karnataka. and still counting..
    Logo
    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

    The font used for “Café” is called SLURRY.


    The font looks as though the letters have
    congealed(coagulated) out of a liquid.
    Brand Image
    • Café Coffee Day is a regular meeting place for
    15 to 29 years old, both male and female, who
    are waited on by friendly and informed staff,
    and are offered the best made coffee, hot or
    cold, beverages and food in an invigorating
    ambience.
    • It is urban youngsters favorite “hangout”. Its
    customers are mostly young college students
    and young professionals.
    • It is for those who are young or young at heart.
    Association with Products
    Feelings
    Change Perceived


    Place

     Ambience

    Highway hangouts 
    Not so Positive…….

    Not So Too Not so


    Great Coffee Expensive Happening

      
    Evolution of Coffee Market
    1 A drink brought down from the British raj to India by the rich
    ●

    Brahmin community

    2 ●
    Coffee houses emerged all over India.

    3 • The drink became famous as even Star


    hotels began cashing on it.

    4 ●
    The drink has now become more of a concept than a drink itself.

    5 Today numerous Coffee Houses, Cafes, Lounges & Pubs have


    ●

    come into being.


    The Marketing dept….
    Responsible for
    • Brand positioning & Brand Building
    resulting in increased sales and
    greater visibility.
    • Sales promotion activities & Tie-ups
    • Designing & managing merchandise
    category
    Marketing Tactics-7Ps
    Product:
    • Café Coffee Day product mix constitutes a wide range of
    products that appeal  primarily to Indian coffee and snack
    lovers.
    • Products have a decided Indian taste to it – be it food or
    coffee. 
    • Most of the eatables have been adopted to meet the
    Indian taste buds like samosa, biryani, masala sandwich,
    tikka sandwich etc.
    Thus they have been trying to capture the Indian taste
    along with classic coffee.
    The best selling item in summer is frappe, which is coffee
    and ice cream blended together. In winter it is cappuccino.
    • Their merchandising includes funky stuff like t-shirts, caps
    etc.
    Price: 
    • Considering that Café Coffee Day
    knows its major customer lies in
    the bracket of 15- 29,it has tried to
    derive a policy whereby it can
    satisfy all its customers.

    • The price for a cup of coffee ranges


    from Rs.45 to Rs 175.
    Place: Its different divisions
    • The strategy CCD has adapted is to include: Coffee Day
    place a cafe in every possible Fresh 'n' Ground (which
    location where some business can owns 450 coffee
    be generated. bean and powder retail
    • Their outlets are generally located outlets), Coffee Day
    Xpress (which owns 730
    on High Ways/ Family Entertainment
    Coffee Day kiosks),
    Centers, gas stations, near Colleges
    Coffee Day Takeaway
    etc .
    (which owns
    9000 vending
    machines), Coffee Day
    Exports and Coffee Day
    Perfect
    (FMCG Packaged
    Coffee) division.
    Promotion
    • Television: Café Coffee Day held a contest around a very
    popular programme on Zee English called Friends. All the six
    lead characters are shown often visiting a coffee shop. They
    have tied up with Channel [V]‘s Get Gorgeous contest.

    • Tie-ups: Besides that Café Coffee Day also tie up lot of the
    youth brands. So they have a contest going on with Levis,
    another one with Scooty, Liril, latest one with Airtel Friends.

    • Association with movies: CCD can be seen in movies like


    Khakhee, M and Mein Hoon Na

    • Sales Promotion: Café Coffee Day uses special ‘Café Citizen


    Card’ for rewarding Café Coffee Day’s customers. It is a
    loyalty program to gain new customers and retain the
    existing ones.
    Process:
    • The ordering and delivery process in CCD was
    earlier based on self- service. But now in most
    its coffee shops the waiter comes and takes
    the order and delivers the order on table.
    Physical evidence:
    • Logo , image, brand: Café Coffee Day
    has used bright red and green colours
    in its logo.

    • Architecture and Decor: Largely wood


    and granite based interior with 
    young colours of today, like lime
    green, yellow, orange and purple are
    predominant.

    • Literature: The literature provided by


    Café Coffee Day is indicative of its
    youthful image. The menus, posters,
    pamphlets are all designed to attract
    young and young at heart.
    People: 
    • People at Café Coffee Day believe
    that “People are hired for what
    they know but fired for how they
    behave”. 
    • Motivation and personal skill are
    laid emphasize upon. Their
    employees are like friends to the
    customers.
    • They know about
    the international standards of
    hygiene and cleanliness and
    personal grooming.
    Why the associations?
    • Based mainly on personal Experiences
    • Functional & Emotional
    • No Celebrity endorsement or connect
    VIDEO- CAFÉ COFFEE
    DAY
    Any Questions??
    THANK YOU

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