Ccd

CAFÉ COFFEE DAY Presented by-

INTRODUCTION • LARGEST RETAIL CHAIN OF COFFEE SHOPS IN INDIA • FIRST CAFÉ IN 1996 AT BANGALORE • 807 CAFES IN 112 CITIES • MISSION – TO BE THE BEST CAFÉ CHAIN IN THE WORLD BY OFFERRING A WORLD CLASS COFFEE EXPERIENCE AT AFFORDABLE PRICE

1.RETAIL STRATEGY • ACCESSIBILITY -ANYTIME ANYWHERE CAFÉ  -EDUCATIONAL INSTITUTIONS ,CORPORATE CAMPUSES,FAMILY ENTERTAINMENT CENTRES, MOST HIGHLY VISIBLE PLACES - TO PLACE A CAFÉ IN EVERY POSSIBLE LOCATION WHERE SOME BUSINESS CAN BE GENERATED

• AFFORDABILITY- TO PROVIDE WORLD CLASS COFFEE EXPERIENCE AT AFFORDABLE PRICES - LOW PRICING POLICY –MERCHANDISE ASSORTMENT AVAILABLE FROM RS.10 ONWARDS • ACCEPTABILITY- TO BE ACCEPTED AS WORLD CLASS COFFEE CHAIN BY ITS CUSTOMERS – YOUNG AND YOUNG AT HEART 

TARGET MARKET GROUP

AGE 15-19

AND ABOVE

PERCENTAGE OF CUSTOMERS 25%

20-24

38%

25-29

23%

30-45

3%- 5%

ADVANTAGE OVER ITS COMPETITION • DIFFERENT CAFÉ FORMATS • COFFEE DAY DIVISIONS • TARGETING MIDDLE AND UPPER MIDDLE CLASS • TIE-UPS AND PROMOTIONS • BECOMING ONE OF THE LARGEST COFFEE EXPORTERS • ENTERING EUROPEAN MARKETS • MORE NUMBER OF OUTLETSACCESSIBILITY • AURA OF INTERNATIONAL MODERNITY

2. RETAIL MIX • LOCATION- ANYTIME ANYWHERE CAFÉ  

CENTERS

HIGHLY VISIBLE PLACES, FAMILY ENTERTAINMENT



• PRICING - AFFORDABLE PRICES MERCHANDISE STARTING



FROM 

RS 10 ONWARDS

• MERCHANDISE- 5% OF REVENUE COMES 

Ø 

Ø Ø Ø

FROM MERCHANDISE

SELLING FUNKY CAPS/COOL TSHIRTS/BAGS/MUGS/COFFEE FILTERS MINTS/ COFFEE POWDERS TEA & CREAM, CHATPATA WAFERS/MASALA CRUNCH WAFERS CCD’S TRAVEL GUIDE FOCUSING ON ADVENTURE SPORTS



• CUSTOMER SERVICE –  

TO PROVIDE BEST COFFEE BY FRIENDLY AND INFORMED STAFF IN AN UPLIFTING AND INVIGORATING AMBIENCE PROJECTING THE

• ADVERTISING & PROMOTION - CCD HAS EMERGED AS AN INTERACTIVE



  

 

ALTERNATIVE MEDIA FOR BRANDS TO COMMUNICATE WITH YOUNG N YOUNG AT HEART - ELECTRONIC, PRINT MEDIA AND OUTDOOR USING BOTH VISUAL AND AUDIO MODES ARE USED FOR ADVERTISING . - TIE-UPS ---THE LEVIS CAMPAIGN THE LIRIL CAMPAIGN TVS SCOOTY VALENTINE CAMPAIGN MOVIE TIE-UPS CHANNEL V GET GORGEOUS HUNT

• STORE DESIGN AND VISUAL MERCHANDISING CAFÉ COFFEE DAY HAS VENTURED INTO FOLLOWING CAFE FORMATSØ MUSIC CAFES Ø BOOK CAFES Ø HIGHWAY CAFES Ø LOUNGE CAFES Ø GARDEN CAFES Ø CYBER CAFES 



• PERSONAL SELLING – 

NOT ENGAGED IN PERSONAL SELLING

3. ENVIRONMENTAL FACTORS PROVIDING OPPURTUNITY • • LIBERALISATION- GOVERNMENT POLICIES • GLOBALISATION- EXPOSURE TO INTERNET • FREEDOM FROM GOVERNMENT REGULATIONS TOWARDS FOREIGN RETAIL CHAINS • DEREGULATION OF COFFEE BOARD

•

•

WHAT INSIGHTS DID THE OWNER OF CCD HAVE THAT OTHER PLAYERS IN THE COFFEE MARKET DID NOT ?

• CASHING ON THE FIRST MOVER ADVANTAGE • ACCURATELY SENSING THE NEEDS OF INDIAN CONSUMERS ALONG WITH FAVOURABLE ECONOMIC CONDITIONS • INTELLIGENT STRATEGIES  -ANYTIME ANYWHERE CAFÉ  -TIE-UPS,  -OWN PLANTATION ETC.

4. PRINCIPAL DRIVERS BEHIND CAFÉ COFFEE DAY SUCCESS • • • • • •

POSITIONING DECENTRALIZED APPROACH EXTENSIVE MARKETING RESEARCH INTERACTIVE MEDIA ACCESSIBILITY, AFFORDABILITY, ACCEPTABILITY • CONTINOUS INNOVATIONS • IT GROWS THE COFFEE IT SERVES

WHAT DOES CAFE COFFEE DAY BRAND MEAN TO CONSUMERS ?

• STRONG YOUTH ORIENTATION

THE BRAND IS ALL ABOUT YOUNG AND YOUNG AT HEART PEOPLE

• VALUE FOR MONEY PROPOSITION • AFFORDABLE, ACCESSIBLE • INNOVATION, CHANGE 

CONSUMERS TAKE IT TO BE A PLACE WHERE THEY CAN SAVOUR A GOOD CUP OF COFFEE WHILE ENGAGING IN A RELAXED ATMOSPHERE

HOW HAS THE GROWTH OPPURTUNITIES AFFECTED THE VALUE OF ITS BRAND NAME? • POSITIVE AFFECT • MOST TRUSTED BRAND -2008 SURVEY • EXCLUSIVE BRAND RETAILER OF THE YEAR 2005 AWARDED BY ICICI BANK IN ITS RETAIL EXCELLENCE AWARDS • GOT THE HIGHER RATINGS IN COMPARISON TO MAJOR COMPETITOR BARISTA FOR  1. TASTE AND QUALITY OF ITS PRODUCTS  2. SERVICE DELIVERY  3. AMBIENCE ,FURNITURE & DECOR ,COMFORT

5. CHALLENGES • COMPETITION –  - WITHIN INDIA – TATA’S COFFEE RETAIL CHAIN  MR BEAN JUNCTION  COFFEE SHOPS IN HOTELS  - FROM ABROAD– STARBUCKS,COSTA COFFEE  AUSTRALIA’S

HOW CAFÉ COFFEE DAY CAN DEFEND ITS POSITION AGAINST OTHER COFFEE RETAILERS? 

• INNOVATIVE TECHNOLOGIES • SOCIAL SERVICES • OWN KITCHEN- PREPARATION OF EATERIES • NEW CAFÉ FORMATS- DINE – INS,COFFEE PUBS  COFFEE DAY SQUARE • EXPANSION – OPENING MORE OUTLETS  SHOPPING MALLS IN