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An innovative and
unique platform to
engage your Target
Group is here
Group11
Ananth R PGP14008
Balaji Parthasarathy PGP14014
Ganesh Kumar PGP14018
Palash Palod PGP14035
Sudhanshu Singh PGP14051
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Caf Coffee DayAn all new Media to connect with your TG
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What is Coffee Day?
?
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Target
Position
Youngster between 1529 years age
group
Working professionals over 29 years old
Students, Executives, Youngster
Anyone value a great cup of coffee
Medium priced brand
Coffee bar
Fun Place
Segmentation
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Bargaining power of Buyers
Threat of New entrants
Threat of Substitutes
Industry Rivalry
Low
High
Bargaining power of Supplier
Low
High
High
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Weakness
Opportunity
Threat
Strength
Quality & taste
Youth oriented Brand
USP- Affordable Brand
Price of the products is relatively
higher than brand like Mcdonalds
Fastest growing industries in India
Preferred for Informal meeting
Competitors like Barista, Starbucks &
Gloria jeans Lounge like Hukka bar
Strength
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India's largest coffee conglomerate,
Amalgamated Bean Coffee Trading
Company Ltd
Pioneer of the caf culture and the first
to launch the coffee bar concept in
India
Network strength: Over 1530 cafs in200 cities/towns across India and growing
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Founded in 1996
Its a Bangalore-based retail chain
started by V. G. Siddhartha
Supplies coffee to its clients in USA,
Europe and Japan
Mission is to be the best Cafe chain by
offering a world class coffee experience at
affordable prices.
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Meeting place for 15-35 year olds
The place they frequent most after home and
workplace/college
A place where they meet friends and colleagues,
in groups of 3 or more
A place where they rejuvenate and are free to be
themselves rather than a place to be seen at
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Average footfall of over 500 per day
Average Spend time is 45 minutes
Students visit frequently more than after homeand college
A place for hang-out and partying
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Who
hangs out at
Coffee Day?
Research shows that while a part of our
customers come to us for our products, a
substantial amount of our customers
come to hang out with friends.
The caf is also the venue for
business meetings (23%),
celebrating special occasions (20%)or
just plain hang out (57%).
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A lot more can happen over coffee
https://www.youtube.com/watch?v=XMz4wm-W3ZAhttps://www.youtube.com/watch?v=XMz4wm-W3ZAhttps://www.youtube.com/watch?v=XMz4wm-W3ZAhttps://www.youtube.com/watch?v=XMz4wm-W3ZAhttps://www.youtube.com/watch?v=XMz4wm-W3ZAhttps://www.youtube.com/watch?v=XMz4wm-W3ZA8/10/2019 Alliance Corporate Presentation (1)
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Competitive
Analysis
The biggest competitors for CCD are
Barista
Caf Mocha
Qwicky
Costa Coffee
Java Green
Caf Pascucci
Indirect Competitors
Mc Donalds, Haldirams
Local Caf shops like Nescafe
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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
studentsand young working professionals
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Brand communication
through traditional modes
only: visual & audio modes
Heavy spillovers
High clutter levels
High cost per contact
Traditional Media Vehicles
An interactive alternative media
Targets the young at heart highon engagement
Low cost per contact for a filtered
TG
Infinite possibilities of innovation
and first point contact
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Product Mix
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Re-Branding
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CustomizedBrand Connectors
@
Caf Coffee Day
W ll B di
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Wall Branding
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Coasters
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Pillow Branding
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Posters
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Saucer Tag
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Standee
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Tent Card
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Cup Sleeves
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Cup Tags
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Drop Box
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Floor Sticker
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Kiosk with Promoter
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Table Sticker
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Tray Mat
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Previous
Successful
Brand
Associations
Tupperware Campaign Objectives
To promote their water bottles and to create a platform for their
distributors to talk about Tupperware products
Elements
A creative Tupperware branded stand with a water bottle holder and
leaflets for communication were kept on the tables & counters
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Previous
Successful
Brand
Associations
Nokia Campaign Objective
To demonstrate the newly launched Nokia 800 series.
ElementsCreating a demo zone inside the cafe. Promoter access in the cafe to
interact with customers-giving demo-collecting leads.
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Previous
Successful
Brand
Associations
MTS Campaign Objective
MTS had launched its Royale Card for their elite customer base.
Elements
Innovative way of branding MTS Royale Card with branding touch
points like tent card and wall branding.
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Previous
Successful
Brand
Associations
Vodafone Campaign Objective
To promote Vodafone Happy Hours & give 20% discount to all the
Vodafone customers visiting the caf between 2pm to 4pm.
Elements
Poster, Tent Card and Bill Counter Display
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Previous
Successful
Brand
Associations
Franklin Templeton Investment Campaign Objective
Awareness of new investment policy to the customers
ElementsStandee, Tent Card, Leaflet & Table Sticker
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Infinite possibilities of inside-the-caf, innovative
activation and customer engagement ideas
Extension possibilities of a brand campaign only limited by your
imagination
Gives partnering brands a creative advantage unlike
other media vehicles
Google Applications
The Caf Coffee Day out-of-box ideas advantage
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The successful
Britannia Bourbon
Cappuccino branding story
@
Caf Coffee Day
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Previous
Successful
Brand
Associations
Britannia Cappuccino
Approach & activity:
Britannia had launched their new BourbonCappuccino flavor and
wanted to reach people to try out their new product. Dispensers were
displayed across 250 cafes and billing POS were updated with one
liner branding of Britannia. Highly impactful wall branding visual was
displayed inside the caf and with every order customers were served
a Bourbon - Cappuccino.
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Competitive
Strategies
Follows a backward integration of the value chain
Procures coffee beans from its base in Bangalore
Quality assurance
Focus on core competencecoffee, outsources other item
Food items are obtained from local suppliers cost advantage
Far greater reach on a country wide scale
Place for fun and hangouts for youngster
Does not use franchise model
CCD doesnt sell product, it sells, EXPERIENCE
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Other media partners
Media Partner Advertising Medium
Teli Brahma
Caf Chronicle
DSN screens
Radio
405
721
168
334
Wi-Fi / Bluetooth downloads
Caf Newspaper
Television screens
Caf Radio
Pan India presence
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Our Brand Campaign Partners
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A lot morecan happen over coffee
Thank You..!!