2. India's favorite coffee shop where the young at heart unwind.
A Rs. 750 crore, ISO 9002 certified company
Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL).
Asia's second-largest network of coffee estates and 11,000 small
growers.
Our Coffee goes all over the world to clients across the
USA, Europe and Japan
3. CCD today has become the largest youth aggregator, and from a
marketing stand point, the success has come by focusing on
the 3As: Accessibility, Affordability and Acceptability.”- Bidisha
Nagaraj, the Marketing president of Cafe Coffee Day
“Although demographically, a typical consumer would be male
or female between 15-29 years of age, belonging to middle or
upper middle class, we call our consumers young or young at
heart. We are about juke boxes, good and affordable coffee and
food. The brand fit is with youth or the young at heart. So we
often look out for brands that are aspirational in nature.” –
Sudipta Sen Gupta, Marketing head, Café Coffee Day.
4. Target Market
India
Metropolitan Cities – New Delhi, Kolkata, Mumbai, Chennai
Other Cities –
Pune, Bengaluru, Hyderabad, Nagpur, Nasik, Ranchi, Jamshed
pur, Patna, Lucknow, Allahabad, Jaipur, Agra, etc.
Target Audience
Income Class
A+ Higher Class
A Upper Middle Class
B+ Middle Class
Age Group
16+ Young People & those who feel they are still young
5. PROBLEM DEFINE
Indian Customer Are Spending
Nearly 51% of Consumption Expenditure On
Eating-out
6. SWOT
1. Company Image
2. Quality
3. Well-developed Strategy
4. Market Share
5. Brand strength
1. Storage
1. Health conscious
2. Changing Social Trend
3. Global hub
4. Market growth
5. Limited Coffee Options
1. Government Regulation
2. Increase in competition
3. Labor Costs
4. Inflation rate
7. Division of CCD
Coffee Day Express (341 Coffee Day Kiosk)
Coffee Day Fresh n Ground (354 Coffee Bean &
Powder Retail Outlets)
Coffee Day Take Away (7000 Vending Mechines.)
8. Menu of CCD
Espresso
Espresso Americano
Cappuccino (hot coffee)
Kenyan safari (international coffee)
Cold coffee
Ice cream
Pizza, Samosa ,Puff etc
12. outlet
The first CCD outlet was set up on July
11, 1996, at Brigade Road, Bangalore, Karnataka.[4]
Following this, CCD crossed over 1000 cafés
throughout the nation by 2011.
They have a minimum of 1270 outlets.[5] The
number increases almost every week
13. Strategies
Main consumer base in the age group -15-29 years
Strategic Alliances
• Levi’s
• HUL
• TVS
• Worldspace Radio
In-film Advertisements
Coffee with Karan
CCD starts coffee with “Stars”
Merchandising
Holiday Guides
14. Strategies II
Advertising
Ads in the media to reach our Target Audience, People who are
young & those young at their heart.
Media – Newspapers, Television, Lifestyle Magazines, Fashion
& Youth Magazines, Radio Promotions – Jingles
Public Relations
Press Releases in the media – Why Cafe Coffee Day?
Establish credibility of the Brand
Media – Newspapers, Television, Lifestyle Magazines, Fashion
& Youth Magazines, Radio Promotions – Jingles
Sales Promotion
Seasonal Offers & Gifts
Gift Vouchers & Hampers
Coupons, etc.
Internet Marketing
Highly interactive portal website –
http://www.CafeCoffeeDay.in
Ads on Most Visited sites
15. Future
Looking at more café formats to try in new outlets.
Sports cafes, Singles’ cafes and Fashion cafes.
Consumer Segments.