Café Coffee Day

Ideas To Action

From

RajatA

Marketing

&

Food & Beverage enthusiast

Competition LandscapeBattling For Customer Mind Share

Enhance Brand Image Increase Footfall

Youth (Age 15 To 30)Students, Young - professionals & entrepreneurs

Dating, Hang out, Business Meetings, Plain Time pass, Coffee on the go,Travellers, Trust on the brand – Pan India

REPRESENTATIVE OF SOCIAL GATHERINGS IN THE OFFLINE WORLDPLACE TO MEET & GREET FRIENDS or SPECIAL PEOPLE OF YOUR LIVES

MEMORY OF HAPPY TIMES

TG

Objective

PlanOf

Action

Create CCD outlets as “the” place to hang out to showcase your talent, meet like minded people & get opportunities to grow in life

Increase connect with youth (A young at heart mindset)

Step up the connect with CCD lovers through Omni Channel strategy

Enhance visibility through traditional Media

India’s youth is more outgoing, high on social quotient, ready to take challenge, walk on unique paths & experiment more than ever before. Their urge to show case their talent to the world & get recognition is extremely high (showcased by obsession for likes, views &

comments on FB, Thumbs up on watsapp etc.)

Musicians, Painters, Stand up comedians, Start up enthusiast, Digital Marketer’s, copy writers, Dancers, Toast Masters, Radio jockeying, Bloggers, Gamers, Hackers, Bike

communities were some of the unconventional routes youth opted as career options

Web is flooded with online communities of people with similar interest - If CCD can promote meeting of these people & create its store as the destination platform to even 1%

of top communities to meet & grow their network – increase in footfall will be immense

+The content created during these meets at CCD outlets can be uploaded on various social

media platforms like Micro website – CCD Stories, FB, Twitter, Instagram, Pinetrest, You Tube, linkedin etc. which will further lead to create a cool quotient & strengthen CCD’s

position among the youth – user created content has the power to go viral

Create CCD outlets as “the” place to hang out to showcase your talent, meet like minded people & get opportunities to grow in life

CONCEPT – COMMUNITY BUILDINGPromote a Destination through a cause | User Generated content goes viral

Five Tech Hangouts for Some Entrepreneurial “Coffee” at Berlin

Seven Islands Harley Owner Group Mumbai had a wonder after

dinner wali chai at Chaayos Juhu

India Bike week at Vagator, GoaA mecca for all bike lovers

A place where new ideas generate

Paint BarExperiment with Paint

Friends, Food, Drinks & FunMeet New people – Make

New Contacts

A group of youngsters selected through a nation wide applications set out on the journey to find

out the ultimate Café Coffee Day Treasure located at one of the CCD outlets in India.

The journey takes them through different cities, towns, states and districts of the country

Pit Stops in their journey are CCD outlets planned through hints & guidance.

The team will have fun, face challenges, do community service, also touch upon Swatch

Bharat concept and many more activities reflecting the free spirit of the youth of the

country“Showcasing CCD as the ultimate youth brand

of the nation with presence everywhere”

The entire programme can be web only telecast / also on TV depending upon the investment

planned

Nation Wide CCD Treasure HuntUltimate Challenge

Increase connect with youth (A young at heart mindset)

CONCEPT – “IT TAKES TWO TO TANGO”

Tie up with Brands embraced by the young at heart like MTV, ChannelV, Airtel, Levis, Reebok, Samsung Mobile, facebook etc.

CRM – CCD Loyalty Card – Cafe Moments (Can be used at selectedPartner outlets – offline & online sites offering unique benefits to CCDusers like being exclusively eligible for Sale on Myntra.com for first 5Hours)

Contest – Define CCD (Ex - Coffee & Conversations Den) and themost unique description wins exciting prizes

CCD Stories – Make a video and share your CCD aha moment with us. It will be displayed on CCD you tube channel. Best description will win a café date with a youth icon

Contests & Promotions – Consumers are incentivized to click theirCCD pictures & share on FB Page

Permission Marketing – Share monthly newsletter/ E-magazine– news targeting towards youth – networking – harbinger of startupculture – all other content which entertains and useful for youth

Step up the connect with CCD lovers through Omni Channel strategy

Engagement through Stories, Contest & helping youth to stand out

Print, Outdoor, Television, Store Point Promotion, Flyers, Feedback Forms, Pavement Signs, StoreFaçade Signage, Free Samples – Miniatures, Coffee Day Shields / awards

Branding & communication inside the store – In store branding, tent cards, danglers, new interactiveretail elements like live video wall etc.

Promotion on Swiggy, Food Panda, Zomato, nearbuy and other online food ordering & review sitesand tools like check in etc.

Use of Data Analysis – Consumer Insights Low footfall time of the day – Offers targeting low footfalltime – like early morning hours

Store Anniversary promotions

Store Upkeep to create a welcoming ambience

Staff Training & smart uniforms

Music in the café’s

Consumer behaviour study to be done on a regular basis to analyze the ever changing aspirations,trigger points, likings & dislikings of the huge customer base of CCD

Enhance visibility through traditional Media / Touch points

CHALLENGES TO COMBAT

Rent to Sales Ratio Pressure “High Rent : Low cost Menu Prices”

Management & Allignment of different verticals : High street, Malls, Corporate, Hospital, Highway, Tourist spots, Shop in Shop, College campus, Kiosk & coffee carts

Entry of many foreign and Indian players with varied offerings in food & beverage sector combined with the technology sector

To establish a Home Delivery model and make customers habitual of Home delivery for CCD products

Variety and innovation in Menu on a regular basis

Same Store growth YOY

Total Footfalls in a month

Total no of pax sold – Break up of Food Sales, Hot Beverage Sale, Combo’s Sold

Cold Beverage Sale, Combo Sold, High Margin Premium

Products Sales

Total footfalls during the promotion period

Total increase in Revenue per store during the promotion period

Marketing budget % to total store revenue – P&L accounting

store by store

ROI ELEMENTS TO BE LOOKED UPON

HIGH USE OF ANALYTICS AS CCD HAS HUGE MINES OF DATATHIS DATA CAN ACT AS BARRIER TO ENTRY / GROWTH FOR COMPETITION