Presented By

“THINKERS”

“a lot can happen over coffee”

FOUNDER OF CCD

V .G . Siddhartha

A man who always talks in numbers.

His family had been planting coffee for over 140 years.

ABCTCL Co. Ltd

Coffee farm

HISTORY OF CCD Founded in 1996 by V.G.Siddhartha.

Had the first café coffee day store in Bangalore.

Amalgamated Bean Coffee Trading Company (ABCTCL) now known as Coffee Day Global Ltd.

Number of employees around 32000.

Started with coffee and now have more than 100 food/ drink items.

Number of customers visits all over the world per day – 1.5 million

Total outlets are 1530 in 29 states of India.

Expanded to  Austria , Dubai, Malaysia & Cairo, Egypt.

Café Coffee Day Café Coffee Day is an Indian café chain owned by

Amalgamated Bean Coffee Trading Company (ABCTC).

ABCTC is a Chikmagalur (Karnataka) based company which grows coffee in its own estates of 12,000 acres (4249 hectares). It is the largest producer of arabica beans in Asia exporting to various countries including USA, Europe and Japan.

Café Coffee Day was started as a retail restaurant arm of ABCTC in 1996.

The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka. It rapidly expanded across various cities in India adding more stores with more than 1000 cafés open across the nation by 2011.

Industry : Coffee shop RestaurantsFounded : 1996Founders : V. G. Siddhartha (Founder & Director)CEO : Venu MadhavNumber of locations : 1530 shops (Mar. 3, 2015)Area served : India, Austria, Czech Republic, Dubai & Karachi.Products : Coffee, Tea , Pastries, Frappuccino beverages, SmoothiesRevenue : US$ 450 million Number of employees : 5000+Subsidiaries : Café Emporio Coffee Day Fresh ‘n Ground Coffee Day Xpress Coffee Day Take Away Coffee Day Exports Coffee Day Perfect Coffee Day Beverages

CurrentPosition

MARKETING MIX

COFFEE AND TEA

SIZZLERS

COMBOS

DESSERTS

EATABLES & SNACKS

PRICING PSYCHOLOGY PRICING

• – Pricing the product as Rs 69, 79, 59 etc. rather than in the multiples of ten to give a feel that the product less priced

LOCATION PRICING: On the basis of outlets, prices have been positioned• Café• Lounge• Square

COMBO PRICING• – Clubbing up two or more products on special occasions

PREMIUMS PRICING• – Adding things like cream, chocolate sauce and positioning as a

premium coffees VALUE BASED PRICING

• – Providing different variants in terms of prices by altering the quantity to give a sense of affordability

PRICING

Started TVC and Print campaign at the end of 2012

Co Branding in Movie and TV serials Sales Promotion Activities

– Combo Deal– Happy Hours– Privilege cards– Redeemable coupons

Through Interactive Media Held Contest around a Very Popular

Programme Tie up lot of youth brands

PROMOTION

Apps Wallet Tie-ups

PROMOTIONS

Social Media Promotion

PLACE STRATEGY

• Easy accessibility• There is a Cafe Coffee Day outlet in every major city in India

and are easily accessible.

• Rural area locations• Customers in the smaller communities also enjoy good

quality coffee and snacks at affordable costs because the Cafe has set up outlets in the rural areas in India.

• Distributors• The coffee produced on the Cafe’s farms, are distributed

through wholesalers and retailers to customers who wish to use the coffee at home.

Who hangs out at Coffee Day?

• Research shows that while a part of customers come for CCD products, a substantial amount of customers come to “hang out” with friends.

• The café is also the venue for “business meetings” (23%),

“celebrating special occasions” (20%) or just plain “hang out” (57%).

Café Coffee Day has its main consumer base in the age group of 16-30 years.

SEGMENTATION

MARKETING STRATEGY

TARGETING• Middle class and upper middle class youth.• Students, housewives, executives and

youngsters• People who value a great cup of coffee• CCD seeks to target not just youth but anyone

who is young at heart

MARKETING STRATEGY

POSITIONING• Third place away from the home and college

or workplace for the young• Coffee Bar• Fun place• Home and workplace• Medium price brand

MARKETING STRATEGY

Key Target Audience

• Major chunk of CCD customers falls within the age group of 20 to 30 which accounts for 57% of the overall percentage.

• The group comprises of mainly college going students and young working professionals

Competitors

COMPETITION IN BHUBANESHWAR

11 1

1 O

Market ShareOf CCD

CCD BARISTACOSTA COFFEE OTHERS

54%

26 %

14 %

6%

UNORGANISED SECTOR

CCDMURLI CHAIWALA67%

33%

Market ShareOf CCD

SWOT ANALYSIS

Strengths

• First-mover advantage• Largest retail chain of cafes• Excellent brand name and

visibility• ISO 9002 certified company• Quality, service and taste• Youth oriented brand ( 40%

population )• Reduction in cost

• Lack of individual attention to loyal customers

• Unavailability of fresh food• Market penetration of coffee

bars is 5%• Wrong site location

Weakness

• Fastest growing industries in Asia

• Merchandising• Tie-Ups with other companies

for promotion• Cheaper varieties of coffee• Tapping small market

Opportunity

• Competition with Barista, Mochas, Gloria Jeans, Costa Coffee & Starbucks

• Presence of other ‘Hangout’ locations

• Unorganized market• Dependent on government

commodity rates

Threat

FIELD SURVEY ANALYSIS

Our Survey

• Quality of services

• Item on the menu

• Pricing

• Location

• Services

• Offers

Complaints

• Non-availability of all the items in the menu

• Overcrowded on weekends• Non-availability of Wi-Fi• Limited parking area• Poor quality in food items• Less payment options

• Cultivating a cult following for coffee affection

• Custom made orders• More variety in food• Healthier options in food• Train staff to strike a personal cord of

regular customers• Availability of all items on menu all the

time• Screening of key sports events – IPL,

EPL etc• Track Complains

Suggestions