abhishreshthaa
Abhijeet S
Cafe Coffee Day is a chain of coffee shops in India having its headquarters in Chikkamagaluru, Karnataka.[2] A division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), it is commonly known as Coffee Day or CCD. It opened its first cafe in 1996 on Brigade Road in Bangalore, and today has the largest cafe retail chain in India – with 1000 cafes in 141 cities [3].
Large number of coffee day cafes are located in Bangalore. The cafe chain has had much success riding, and to some extent creating, the cafe culture wave that swept across metropolitan India following strong economic growth resulting in an increase in youth spending power. It has even tied up with WorldSpace and Microsense to enable its cafes with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle Road, Bangalore.
A cafe opposite Don Bosco High School, Matunga
Café Coffee Day sources coffee from 10,500 acres (4,249 ha) of coffee estates, the second largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one of India’s leading coffee exporters, with clients across the USA, Middle East, Europe and Japan.
With its roots in Chikmagalur, the home to some of the best Indian coffees, Coffee Day has its business spanning the entire value chain of coffee consumption in India. Its different divisions include:
* Coffee Day Fresh 'n' Ground (which owns 450 coffee bean and powder retail outlets).
* Coffee Day Square (high level coffee bar. one in bangalore.).
* Coffee Day Xpress (which owns 730 Coffee Day kiosks).
* Coffee Day Takeaway (which owns 9000 vending machines).
* Coffee Day Exports .
* Coffee Day Perfect (FMCG Packaged Coffee) division.
It is entering the European market by opening two Cafés in Austria as well, making forays into Pakistan and Germany to set up cafes abroad. The strategy CCD has adapted is to place a cafe in every possible location where some business can be generated. So in Bangalore, in the main shopping district, there are six outlets in a 2 km (1 mi) radius and over 140 cafes in Bangalore alone.
Another model which CCD has adapted is to be present in educational institutions and corporate campuses either in the form of detailed cafes or its economical model of CCD express.
MARKETING MIX:
Product:
Café Coffee Day product mix constitutes a wide range of products that appeal primarily to Indian coffee and snack lovers. Products have a decided Indian taste to it – be it food or coffee. Most of the eatables have been adopted to meet the Indian taste buds like samosa, biryani, masala sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with classic coffee.The best selling item in summer is frappe, which is coffee and ice cream blended together. The young people favor it. In winter it is cappuccino. Their merchandising includes funky stuff like t-shirts, caps etc.
Price: Considering that Café Coffee Day knows its major customer lies in the bracket of 15- 29,it has tried to derive a policy whereby it can satisfy all its customers. The price for a cup of coffee ranges from Rs.45 to Rs 80. From the time it first started its operations, there has been only minor changes in the pricing policy of Café Coffee Day. The changes have been more due to the government taxes than any thing else
Place:
The strategy CCD has adapted is to place a cafe in every possible location where some business can be generated.This is a prime factor in determining the success of a retail chain. Café Coffee Day looks to cater to their target market with strategically located outlets.
Their outlets are generally located in High Street/ Family Entertainment Centers, gas stations, near Collegesetc .
Promotion:
CCD is involved in all the areas of serious consumer passion like:
Television:Café Coffee Day held a contest around a very popular programme on Zee English calledFriends. All the six lead characters are shown often visiting a coffee shop.They have tied up with Channel [V]‘s Get Gorgeous contest.
Tie-ups:Besides that Café Coffee Day also tie up lot of the youth brands. So they have a contest going on with Levis,another one with Scooty, Liril, latest one with Airtel Friends.
Association with movies:CCD can be seen in movies like Khakhee and Mai Hoon Na
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.
Process:
The ordering and delivery process in CCD was earlier based on self- service. But now in most its coffee shops the waiter comes and takes away the order and delivers the order on table.
Physical evidence:
a)Logo , image, brand: Café Coffee Day has used bright red and green colors in its logo. RED stands forleadership , vitality,passion for coffee. The GREEN stroke harks back the coffee plantations that they own.Café is noticeably larger in the logo to denote that Café Coffee Day pioneered thecafé concept in India way back in 1996.The font looks as though the letters have congealed out of a liquid.
b) Architecture and Decor:Largely wood and granite based interior with young colours of today,like limegreen, yellow, orange, and purple predominate.
c) Literature:The literature provided by Café Coffee Day is indicative of its youthful image. The menus, posters, pamphlets are all designed to attract young and young at heart
People: People at Café Coffee Day believe that “People are hired for what they know but fired for how they behave”. Motivation and personal skill are laid emphasize upon. Their employees are like friend to the customer but at the same time they know about the international standards of hygiene and cleanliness and personal grooming.
Large number of coffee day cafes are located in Bangalore. The cafe chain has had much success riding, and to some extent creating, the cafe culture wave that swept across metropolitan India following strong economic growth resulting in an increase in youth spending power. It has even tied up with WorldSpace and Microsense to enable its cafes with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle Road, Bangalore.
A cafe opposite Don Bosco High School, Matunga
Café Coffee Day sources coffee from 10,500 acres (4,249 ha) of coffee estates, the second largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one of India’s leading coffee exporters, with clients across the USA, Middle East, Europe and Japan.
With its roots in Chikmagalur, the home to some of the best Indian coffees, Coffee Day has its business spanning the entire value chain of coffee consumption in India. Its different divisions include:
* Coffee Day Fresh 'n' Ground (which owns 450 coffee bean and powder retail outlets).
* Coffee Day Square (high level coffee bar. one in bangalore.).
* Coffee Day Xpress (which owns 730 Coffee Day kiosks).
* Coffee Day Takeaway (which owns 9000 vending machines).
* Coffee Day Exports .
* Coffee Day Perfect (FMCG Packaged Coffee) division.
It is entering the European market by opening two Cafés in Austria as well, making forays into Pakistan and Germany to set up cafes abroad. The strategy CCD has adapted is to place a cafe in every possible location where some business can be generated. So in Bangalore, in the main shopping district, there are six outlets in a 2 km (1 mi) radius and over 140 cafes in Bangalore alone.
Another model which CCD has adapted is to be present in educational institutions and corporate campuses either in the form of detailed cafes or its economical model of CCD express.
MARKETING MIX:
Product:
Café Coffee Day product mix constitutes a wide range of products that appeal primarily to Indian coffee and snack lovers. Products have a decided Indian taste to it – be it food or coffee. Most of the eatables have been adopted to meet the Indian taste buds like samosa, biryani, masala sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with classic coffee.The best selling item in summer is frappe, which is coffee and ice cream blended together. The young people favor it. In winter it is cappuccino. Their merchandising includes funky stuff like t-shirts, caps etc.
Price: Considering that Café Coffee Day knows its major customer lies in the bracket of 15- 29,it has tried to derive a policy whereby it can satisfy all its customers. The price for a cup of coffee ranges from Rs.45 to Rs 80. From the time it first started its operations, there has been only minor changes in the pricing policy of Café Coffee Day. The changes have been more due to the government taxes than any thing else
Place:
The strategy CCD has adapted is to place a cafe in every possible location where some business can be generated.This is a prime factor in determining the success of a retail chain. Café Coffee Day looks to cater to their target market with strategically located outlets.
Their outlets are generally located in High Street/ Family Entertainment Centers, gas stations, near Collegesetc .
Promotion:
CCD is involved in all the areas of serious consumer passion like:
Television:Café Coffee Day held a contest around a very popular programme on Zee English calledFriends. All the six lead characters are shown often visiting a coffee shop.They have tied up with Channel [V]‘s Get Gorgeous contest.
Tie-ups:Besides that Café Coffee Day also tie up lot of the youth brands. So they have a contest going on with Levis,another one with Scooty, Liril, latest one with Airtel Friends.
Association with movies:CCD can be seen in movies like Khakhee and Mai Hoon Na
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.
Process:
The ordering and delivery process in CCD was earlier based on self- service. But now in most its coffee shops the waiter comes and takes away the order and delivers the order on table.
Physical evidence:
a)Logo , image, brand: Café Coffee Day has used bright red and green colors in its logo. RED stands forleadership , vitality,passion for coffee. The GREEN stroke harks back the coffee plantations that they own.Café is noticeably larger in the logo to denote that Café Coffee Day pioneered thecafé concept in India way back in 1996.The font looks as though the letters have congealed out of a liquid.
b) Architecture and Decor:Largely wood and granite based interior with young colours of today,like limegreen, yellow, orange, and purple predominate.
c) Literature:The literature provided by Café Coffee Day is indicative of its youthful image. The menus, posters, pamphlets are all designed to attract young and young at heart
People: People at Café Coffee Day believe that “People are hired for what they know but fired for how they behave”. Motivation and personal skill are laid emphasize upon. Their employees are like friend to the customer but at the same time they know about the international standards of hygiene and cleanliness and personal grooming.
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