8/10/2019 Alliance Corporate Presentation (1)

1/52

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

8/10/2019 Alliance Corporate Presentation (1)

2/52

Caf Coffee DayAn all new Media to connect with your TG

8/10/2019 Alliance Corporate Presentation (1)

3/52

What is Coffee Day?

?

8/10/2019 Alliance Corporate Presentation (1)

4/52

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

8/10/2019 Alliance Corporate Presentation (1)

5/52

Bargaining power of Buyers

Threat of New entrants

Threat of Substitutes

Industry Rivalry

Low

High

Bargaining power of Supplier

Low

High

High

8/10/2019 Alliance Corporate Presentation (1)

6/52

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

8/10/2019 Alliance Corporate Presentation (1)

7/52

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

8/10/2019 Alliance Corporate Presentation (1)

8/52

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.

8/10/2019 Alliance Corporate Presentation (1)

9/52

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

8/10/2019 Alliance Corporate Presentation (1)

10/52

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

8/10/2019 Alliance Corporate Presentation (1)

11/52

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%).

8/10/2019 Alliance Corporate Presentation (1)

12/52

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-W3ZA

8/10/2019 Alliance Corporate Presentation (1)

13/52

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

8/10/2019 Alliance Corporate Presentation (1)

14/52

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

8/10/2019 Alliance Corporate Presentation (1)

15/52

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

8/10/2019 Alliance Corporate Presentation (1)

16/52

8/10/2019 Alliance Corporate Presentation (1)

17/52

Product Mix

8/10/2019 Alliance Corporate Presentation (1)

18/52

Re-Branding

8/10/2019 Alliance Corporate Presentation (1)

19/52

CustomizedBrand Connectors

@

Caf Coffee Day

W ll B di

8/10/2019 Alliance Corporate Presentation (1)

20/52

Wall Branding

8/10/2019 Alliance Corporate Presentation (1)

21/52

Coasters

8/10/2019 Alliance Corporate Presentation (1)

22/52

8/10/2019 Alliance Corporate Presentation (1)

23/52

Pillow Branding

8/10/2019 Alliance Corporate Presentation (1)

24/52

Posters

8/10/2019 Alliance Corporate Presentation (1)

25/52

Saucer Tag

8/10/2019 Alliance Corporate Presentation (1)

26/52

Standee

8/10/2019 Alliance Corporate Presentation (1)

27/52

8/10/2019 Alliance Corporate Presentation (1)

28/52

Tent Card

8/10/2019 Alliance Corporate Presentation (1)

29/52

Cup Sleeves

8/10/2019 Alliance Corporate Presentation (1)

30/52

Cup Tags

8/10/2019 Alliance Corporate Presentation (1)

31/52

Drop Box

8/10/2019 Alliance Corporate Presentation (1)

32/52

Floor Sticker

8/10/2019 Alliance Corporate Presentation (1)

33/52

Kiosk with Promoter

8/10/2019 Alliance Corporate Presentation (1)

34/52

Table Sticker

8/10/2019 Alliance Corporate Presentation (1)

35/52

Tray Mat

8/10/2019 Alliance Corporate Presentation (1)

36/52

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

8/10/2019 Alliance Corporate Presentation (1)

37/52

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.

8/10/2019 Alliance Corporate Presentation (1)

38/52

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.

8/10/2019 Alliance Corporate Presentation (1)

39/52

8/10/2019 Alliance Corporate Presentation (1)

40/52

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

8/10/2019 Alliance Corporate Presentation (1)

41/52

Previous

Successful

Brand

Associations

Franklin Templeton Investment Campaign Objective

Awareness of new investment policy to the customers

ElementsStandee, Tent Card, Leaflet & Table Sticker

8/10/2019 Alliance Corporate Presentation (1)

42/52

8/10/2019 Alliance Corporate Presentation (1)

43/52

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

8/10/2019 Alliance Corporate Presentation (1)

44/52

The successful

Britannia Bourbon

Cappuccino branding story

@

Caf Coffee Day

8/10/2019 Alliance Corporate Presentation (1)

45/52

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.

8/10/2019 Alliance Corporate Presentation (1)

46/52

8/10/2019 Alliance Corporate Presentation (1)

47/52

8/10/2019 Alliance Corporate Presentation (1)

48/52

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

8/10/2019 Alliance Corporate Presentation (1)

49/52

8/10/2019 Alliance Corporate Presentation (1)

50/52

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

8/10/2019 Alliance Corporate Presentation (1)

51/52

Our Brand Campaign Partners

8/10/2019 Alliance Corporate Presentation (1)

52/52

A lot morecan happen over coffee

Thank You..!!