Cafe Coffee Day - Final - Copy

8/11/2019 Cafe Coffee Day - Final - Copy

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CAF COFFEE DAY ! I#&rodu)&io#

Founded in 1996 India's largest cofee conglomerate, Amalgamated Bean Cofee Tradin

Company Ltd Stri es to pro ide t!e "est e#perience to t!eir guests

$ioneer o% t!e ca%& culture and t!e rst to launc! t!e (cofee "ar) concept i

India *et+or strengt!- 1./0 ca%&s in 123 cities4to+ns across India and gro+ing First to roll out t!e (cofee "ar) concept in India +it! its rst ca%& in Bangalor utlets set up are "ased on t!e t!ree %ormats 77 ca%e, lounge and s8uare5 enu ranges %rom signature !ot and cold cofees to se eral e#otic

international cofees, tea, %ood, desserts and pastries and e#citingmerc!andise suc! as cofee po+ders, coo ies, mugs, cofee lters, etc5 isa aila"le at t!e ca%&s

CC: is present in e ery noo and corner o% t!e country +!ic! includes ;iennAustria and


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CAF COFFEE DAY ! I#&rodu)&io# Co#&i#u

In 3010, t!ey clu""ed all !is "usinesses >e#cept agriculture? under Cofee:ay @esorts oldings5

=#isting in estors include glo"al $= rms F CD $ac aged Cofee? di ision


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-.Y CAF COFFEE DAY

A erage Foot%alls- 00 per ca%& per day A erage d+ell time at ca%&- ./ minutes

eeting place %or 1/7./ year olds A place +!ere -

Students %re8uently isit most a%ter G!ome and +or place4college Friends and colleagues meet n groups o% or more ne reHu enates and are %ree to "e t!emsel es rat!er t!an a place to

"e Gseen at

T!e ca%& is also t!e enue %or "usiness meetings >3 ?, cele"rating

specialoccasions >30 ? or Hust plain GTime $ass >/2 ?5


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K'y Targ'& Audi'#)'

aHor c!un o% CC: customers %alls +it!in t!age group o% /0 &o 10 +!ic! accounts %or234 o% t!e o erall percentage5

T!e group comprises o% mainly )o55'g' goi#"&ud'#&" and you#g 6or7i#g 8ro9'""io#a

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::4 $ro%essionalsStudents


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S!T!P!DSEGMENTATION

Ca%& Cofee :ay !as its main consumer"ase in t!e age group o% 1.7 0 years5

POSITIONING

GT!ird $lace a+ay %rom t!e !omeand college or +or place %or

t!eyoung and t!e young at !eart5

Cofee Bar Fun $lace

ome and Jor place

edium $rice Brand

TARGETING

iddle class and upper middle classyout!

Students, ouse +i es, e#ecuti es andyoungsters

$eople +!o alue a great cup o% cofee

CC: see s to target not Hust t!e yout!

"ut anyone +!o is Gyoung at !eartK5

DIFFERENTIATION

1. 1 outlets in 300 cities

Strong and Sta"le $arentage

@ig!t Locations

$lace a ca%e in e ery possi"le location+!ere some "usiness can "e generated5

To "e present in educational institutionsand corporate campuses


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REPOSITIONING CCD

C!anging t!e logo to a :ialogue Bo#) 7 +it! t!e +ords Ca%& Cofee:ay, sym"oliPes a per%ect place to rela# and dialogue)

N'6;ogo

- Tagline - a lot does !appen o er cofeeQQ


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P'r)'8&io# Ma88i#gRuality o% ser ice > ig! In ol ement?

ig! $rice Lo+ $rice

Ruality o% ser ice >Lo+ In ol ement?


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Shar' o9 (i#d ot!ersMar7'& Shar'6Dloria

eans

Star"uc s13

Barista12

CC:6

costacofee

1.

Barista36

CC:

/.

Co(8'&i&or" A#a5y"i"


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PoliticalEasy sourcing of coffee beans

Cost control because of Govt regulations

Economic

Social

PESTE; Tec!nological

=n ironmental

Legal

Heavy coffee drinks in South IndiaCheaper sourcing maintain quality

argets youth and middle class!ffordable for a meeting place

"ifi facility at every outlets and music#igital $arketing for promotions

%se &io degradable products

Ethical and based on customer delightLess consumer complaints and quick

customer service


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$@ :MCT $@IC=

$ OSICAL=;I:=

$LAC=

$= $L=

$@ TI *

$@ C=SS

3 P+" o9 SER%ICE MARKETING


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SER%ICE PROD CT

Cor' Produ)& =#perience

Su885'('#&ary "'r


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PRICING STRATEGY $SOC L DO $@ICI*D

- $ricing t!e product as @s 69, 29, /9 etc5 ratt!an in t!e multiples o% ten to gi e a %eel t!t!e product less priced

L CATI * $@ICI*D- n t!e "asis o% outlets, pri!a e "een positioned

Ca%& Lounge S8uare

C B $@ICI*D- Clu""ing up t+o or more products on speci

occasions


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PRICING STRATEGY

$@= IM S $@ICI*D- Adding t!ings li e cream, c!ocolate sauce

and positioning as a premium cofees

;ALM= BAS=: $@ICI*D- $ro iding diferent ariants in terms o%

prices "y altering t!e 8uantity to gi e asense o% aforda"ility


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P;ACE

Strategically located outlets


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PROMOTION

Started T;C and $rint campaign Co Branding in o ie and T; serials

Sales $romotion Acti ities-

Com"o :eal- appy ours- $ri ilege cards

- @edeema"le coupons

T!roug! Interacti e edia eld Contest around a$opular mo ie actors

Tie up lot o% yout! "rands


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-IT. T.E FOOD SIDE MEN CARD


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CONTESTS = CAFES

Contests !a e "een acti ated t!roug! leaVets4contest %ogi en out +it! t!e menu7card 4"ill %olders

:rop "o#es, +!ic! also add to prominent isi"ility, are uscollect all entries to t!e contest


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ON T.E -A;;

!e most imposing "randing option +it!in a ca%e %or isual communic+it! minimal amount o% te#t


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ON T.E TAB;E STICKERS $ TENT CARD

Tent Cards are t!e c!osen element in t!e casince t!ey are all a"out WI am !ere, you camiss meX


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EDITORIA; CO%ERAGE


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P.YSICA; E%IDENCE

Am"ience- :iferent am"ience t!e loo and %eel%or diferent outlets

S!op Colour- ;iolet %or Ca%& cofee day s!ops

- Sea green %or Lounge- Bro+n %or S8uare


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PEOP;E

:ressed in a particular uni%orm So%t spo en, %riendly "e!a iour Customer =ngagement Acti ities

- Special fers on ccasions>Birt!day, ;alentine day, Friends!ip day

etc5?-

nline Contests- appy ours


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PROCESS $eople $rocessing Ser ices inimum @esponse Time Complaints and %eed"ac

Assisted "y t!e attendee or t!e "re+ master in Lounge and S8u

Sel% Ser ice Counter %or Ca%& Cofee :ay outlets in Uces 4 %e+ rdering and deli ery earlier +as sel% ser ice and no+ most o% t!cofee s!ops !a e +aiters to ta e order and deli er at t!e ta"le


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C.ARACTERISTICS OF SER%I I#&a#gibi5i&y

- =#perience- Taste o% Cofee

I#"'8arabi5i&y- Ser ice pro ided

P'ri"habi5i&y- A aila"ility o% ta"les

.'&'rog'#'i&y- Am"ience o% diferent outlets


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DISTRIB TION C.ANNE; STRATEGY

Ea"y a))'""ibi5i&y T!ere is a Ca%e Cofee :ay outlet in e ery maHor city in India aneasily accessi"le5

Rura5 ar'a 5o)a&io#"Customers in t!e smaller communities also enHoy good 8ualit

cofee and snac s at aforda"le costs "ecause t!e Ca%e !as setoutlets in t!e rural areas in India5

Di"&ribu&or" T!e cofee produced on t!e Ca%eYs %arms, are distri"uted t!rou+!olesalers and retailers to customers +!o +is! to use t!e co

at !ome5


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So(' I#&'r'"&i#g Fa)&"15 All7:ay @e%res!er, most selling product o%

C5C5:5 +!ose selling cost is @s5 100 !as aprime cost o% Hust @s5 30 rest all is pro t toC5C5:5

35 C5C5:5 does not use sugar as ra+ material inany o% its preparations "ut uses mil cream

Sugar Free as ra+ material5

5 Ice7creams ot!er eata"les are out7sourced%rom Amul local endors o% reputed"rands5

.5 It is uni8ue in its distri"ution +ay +!erecofee "eans are culti ated in its %arms atC!i magalur5


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Por&'r+" Fi


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PARTNERS


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?A*O RM=STI *S


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Cafe Coffee Day - Final - Copy

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