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