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Bidisha Nagaraj, the Marketing president of Cafe Coffee Day

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À ± Sudipta Sen Gupta, Marketing head, Café Coffee Day.

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Cafe Coffee Day (CCD) has an established brand image in India and 
 






 ± in the food services category. Rival
Barista is at No 5. CCD has been able to make a connection with the Indian consumers,
predominantly among the youth. CCD is the market leader in India and was awarded the
 
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 by ICICI Bank in its Retail Excellence Awards
2005 for the organized retail sector.

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CCD has been able to make its brand presence felt through the sheer number of stores. CCD
has 620 cafes at present and it has ambitious plans to launch more than 900 cafes by the end
of the current financial year. This means launching one store every other day which is not
surprising from a company which launched a cafe (in 2005) in Vienna, the coffee capital of
the world. CCD also has three cafes in Vienna, and two in Karachi, Pakistan. Lagging behind
CCD in the Indian market, Barista has about 200 cafés, Java Green (around 75 cafés) and
Mocha (around 25 cafés). The Indian organized sector has potential for around 5,000 cafés
but fewer than 1,000 cafés exist currently.

  
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Download case study pdf to read more

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Cafe Coffee Day, CCD, Amalgamated Bean Coffee Trading Company Ltd., ABCTCL, V G
Siddhartha, Café Beat, Brand Equity¶s Most Trusted Brands 2008 survey, Bidisha Nagaraj ±
Marketing president, brand image, brand management, Exclusive Brand Retailer of the Year,
Barista, Java Green, Mocha, company owned stores, national brand, south Indian retail chain,
Chikmagalur, Co-branding, international brand consultant Landor, Silent brew masters ±
special employee program, a feeling of togetherness, Coffee Day Exports, Coffee Day
Xpress, Coffee Day Take Away (coffee vending machines), Coffee Day Fresh µn Ground
(ground coffee retail outlets), Coffee Day FMCG (packaged filter coffee powder)

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aV ››  © To be the only office for dialogue over a cup of coffee

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© Cafe Coffee Day has around 821 outlets in 115 cities in
India. CCD plans to take the total number of cafes to 1,000 by March 2010 and
double it to 2,000 by 2014. In October 2009, CCD announced that it will increase its
international presence from the current six outlets in Vienna and Pakistan to a total of
50 stores across Europe and Middle East in two years time.
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± Recent entrants in the Indian market include
Gloria Jeans, Coffee Bean & Tea Leaf and Illy Café.
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 ± Café Coffee Day operates in both regular (Coffee Day Square)
and premium formats (Lounge).
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"© In 2004, CCD began cafes on highways. By 2009, the total number
of Café Coffee Day highway cafes rose to 30 owing to the overwhelming response it
received from travellers.
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© In October 2009, CCD unveiled a new brand logo, a
Dialogue Box, to weave the concept of µPower of Dialogue¶. In accordance with this
new brand identity, CCD planned to give all its existing outlets a new look by the end
of 2009. Cafés would be redesigned to suit different environments such as book,
music garden and cyber cafes suitable for corporate offices, university campus or
neighborhood. The change plan included new smart menu, furniture design, among
others.
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is growing at 6% per annum compared to the global
2% plus.
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± India is the largest producer and consumer of milk in the
world with 98% of milk being produced in rural India.
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± India ranks sixth as a producer of coffee in the world
accounting for 4.5% of the global coffee production. India has about 170,000 coffee
farms cultivating around 900,000 acres of coffee trees.
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 ± In June, 2010 Cafe Coffee Day chain
acquired Emporio for Rs 15 crore. Emporio is a Czech Republic-based café chain
present at 11 locations. CCD plans to co-brand the chain as Café Coffee Day Emporio
and later transition it to Café Coffee Day. CCD is also present in Vienna. The
company wants to expand in the East European region, West Asia and the Asia-
Pacific region.
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± In 2008, according to Technopak Advisors, the Indian food
servcies market ± cafes, full-service restaurants, fast-food outlets/quick-service
restaurants was estimated to be $6 billion (Rs 26,000 crore) with organized players
taking 13% of the market. (By 2014 this number is expected to increase up to 27%.).
According to Technopak Advisors, the café market in India is estimated at $150
million (Rs 678 crore) and growing at 40 per cent over the last five years.

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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
coffeeÀMost 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.

å'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, therehas
been only minor changes in the pricing policy of Café Coffee Day. The changes havebeen
more due to the government taxes than any thing else

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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 .

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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
calledo ÀAll the six lead characters are shown often visiting a coffee shop.They have
tied up with Channel [V]µs 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 o .

Association with movies©CCD can be seen in movies like Khakhee and Mai Hoon Na

Sales Promotion©Café Coffee Day uses special µCafé Citizen Card¶ for rewarding Café Coffee
Day¶s customers. It is a loyalty program to gain new customers and retain the existing ones.

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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.

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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.
Themenus, posters, pamphlets are all designed to attract young and young at heart

å*' People at Café Coffee Day believe that „     
  
   
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.