Café Coffee Day

A Lot Can Happen Over Coffee

INTRODUCTION

Café Coffee Day is India’s favorite coffee shop where the young at heart unwind. We are
a division of India’s largest coffee conglomerate, the Amalgamated Bean Coffee Trading
Company Limited (ABCTCL). Popularly known as Coffee Day, it’s a Rs. 750 crore, ISO
9002 certified company. With Asia’s second-largest network of coffee estates (10,500
acres) and 11,000 small growers, Coffee Day has a rich and abundant source of coffee.
This coffee goes all over the world to clients across the USA, Europe and Japan, making
us one of the top coffee exporters in the country.

Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its first
café at Brigade Road in Bangalore. Today, more than a decade later, Café Coffee Day is
the largest organized retail café chain in India with cafes functioning in every nook and
corner of the country. Drawing inspiration from this overwhelming success, Café Coffee
Day today has cafes in Vienna, Austria and Karachi. What is more, new cafes are planned
across Middle East, Eastern Europe, Eurasia, Egypt, and South East Asia in the near
future.

Divisions of Coffee Day

• Coffee Day Fresh ‘n Ground.

• Coffee Day Xpress.
• Coffee Day Take Away
• Coffee Day Exports
• Coffee Day Perfect

MISSION STATEMENT

“To be the best Café chain by offering a world class coffee experience at affordable
prices.”
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.

PHYSICAL APPEARANCE

Largely wood and granite based interiors, there is more of steel and of colors now. The
young colors of today are lime green, yellow, orange, and purple. Air conditioned
environment,
 MARKETING MIX

PRODUCT OFFERING

FOOD

Small Eats Big Eats Sweet Eats Sundaes

Chicken Hot Dog Chicken Burger Carrot Nut Cake Choc Hola
Choco Brownie Chicken Salad Sandwich Choco Black Chocolate Ice Cream
Choco Doughnut Garden Salad Sandwich Forest Cookie Medley
Cookies Spinach Corn Sandwich Chocolate Fantasy Dark-Passion
Mocha Muffin Surprise Veg Burger Mystery Mousse Fruity Bliss
Veg Samosa Zingy Pizza Sandwich Sizzle Dazzle Mocha Choco Delight
Zingy Pizza Sandwich Brownie Vanila Ice Cream

Beverages

Hot Coffees Cold Coffee Hoteas Frosteas

Café Latte All Day Refresher Darjeeling-Divine Lemon Freeze

Café Mocha Café Frappe Lemon Demon Strawberry
Cappuccino Chill O Coffee Assam Express
Irish Coffee Devils Own Masala Garam
Macchiato Kaapi Nirvana
Solar Eclipse Mochachillo
Aztec Tropical Iceberg
Black Coffee
Espresso
Ethiopian

PRICE

Café Coffee Day major customer lies in the bracket of 15-29, so it has tried to derive a
policy whereby it can satisfy all its customers. The price for a cup of coffee ranges from
Rs. 17 to Rs. 54. The price of the deserts ranges from Rs. 25 to Rs. 500.
PLACE

Café coffee day is focusing High Street/Family Entertainment Centers like malls, main
markets, also in hospitals like AIMS and Apollo, near corporate offices like TDI center,
complexes, institutes, etc. This endorses their brand image of a café that appeals to coffee
lovers of all ages.

PROMOTION

They have a lot of promotional strategies like co-sponsoring movies, conducting events
on the launch of a new outlet, changing menu seasonally, introducing new offers.

• Tied up with Channel [V]'s Get Gorgeous contest.

• The reason being that a lot of their young consumers are interested in careers
• Movie Tie-ups like mughal-e-azam, mujhse shadi karogi, Lucky, Kyu ho gaya na,
etc.
Provide various merchandisers, promotion done also through posters, t-shirts, offers on
magazines, pamphlets, radio, SMS etc.

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.

The Café Citizens Card entitles members to a 10% discount on all food and beverage
bills. The members also receive surprise gifts, along with special offers and invitations
from Café Coffee Day from time- to- time.

Café has owned a magazine called as ‘Café Beat,’ which is published monthly at their
Bangalore head office and distributed throughout the branches.

QUALITY CHECK IN CAFÉ

Quality check conducted at a regular interval. The food in-charge looks at the way food
is being stored, time take to extract the coffee. The operational in-charge does record
keeping, services, and feedback forms. The marketing person checks the display of the
product.

CUSTOMER FOCUS

Its core target group – the youth in the age group of 16-24 years.
COMPETITIVE ADVANTAGE

SWOT

STRENGTH:
Quality Products.
India's largest retail chain of cafes.
Rs. 750 crore ISO 9002 certified company.

WEAKNESS
Price of Products.
Presence is negligible in small cities.

OPPORTUNITIES
Market is growing very fast.
Most of Indian market is untargeted.
Indian culture is changing.

THREATS
Barista.
Foreign competitors are ready to launch.
Local coffee vendors.

MARKETING STRATEGIES

• Eyeing the digital space to popularize the coffee culture amidst the youth.
• Invests 2% of its top line on marketing with a marketing budget of Rs. 8-10 crore.
• Spends 90% on in-store marketing with 10% on virtual marketing.
• Plan to shift above ratio to 70:30 soon due to eye on digital space.
• The virtual initiative, called Friends of Coffee.
• It will make use of social networking platforms such as Twitter and Facebook.
• On above sites, coffee drinkers will be provided a space to interact, share notes on
coffee related trivia and topics such as sports or music, as well as participate in online
contests and games.
• They stress the role of conversation and communication between people.
• Key target areas include Tier II towns and non-metro areas such as Rourkela,
Kota and Dharamshala.
• For the record, CCD has touched 970 cafes (and more than 1000 Xpress outlets);
plans are on to have 1150 cafés by the end of this financial year and 2000 cafes by
2015.
• It also plans a significant investment in other formats such as Café Coffee Day
'Lounges' (targeting the top 30 cities) and CCD 'Squares' or luxury 'huddle' rooms (to
be opened at airports and prime locations in metros). Fine dining outlets are also in
the pipeline.
• As marketing strategies, they acquired Czech café chain Café Emporio for Rs.
15 crore in an attempt to establish themselves in Europe.