Caf Coffee Day-A Lot Can Happen

Over Coffee

By

Siddharth Jain Ashay Wabgaonkar Vaibhav Narayanaswamy

Caf Coffee Day- A synopsis

A division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL) A 825 Crore Entity- March-2011 Largest people aggregator by focusing on the 3As: Accessibility, Affordability and Acceptability. A First Driver in this Biz CCDs wide network the anytime, anywhere caf. 1500 Branded Coffee Outlets of which 1150 CCDs Company Controlled Quality policy

The Vision It Carries To be the only office for dialogue over a cup of coffee

Target Market Profile

Essentially a youth oriented brand with majority of its customers falling in the 15- 29 years age bracket. Focus on customers mostly young college students and young professionals. Advertised as hangout place for those who are young or young at heart. Competency: When compared to its rivals, It is considered as a place where customers come to rejuvenate themselves and be themselves and to be considered as Value for Money. As a youth brand, was immense as a Hot coffee would cost as low as Rs 13/-. Providing the Mix/variety of coffee/tea with add-ons for the attractive youth Market

Brand Strategy

Took idea from the Bru Outlet to start with & identified the need of such coffee outlets amongst the people. ABCTCL already had a solid base as it had its own coffee estates of 10,000 acres & it also sourced coffee from 11,000 small growers. On the basis of their Marketing Research agency they concluded that people will appreciate a common meeting Point & coffee being served @ such a joint was a delightful idea & was the feedback of one and all. With the entire Research & need in place The first CCD outlet was set up on july 11th, 1996, at Brigade Road, Bengaluru. The response was immense as it was first of its types and the Value offered for money was immense as a Hot coffee would cost as low as Rs 13/-

Brand Strategy contd

Customer feedback strategy was adopted & every customer had a choice to express his thoughts on a huge soft Board put up. Increasingly the feedback even let to CCD serving snacks and beverages other than coffee which added a Diversified Product Value. They adopted Innovative formats to woo new customers- Like having an exclusive CCD Caf Citizen Card offering attractive discounts to Valued Customers. They controlled their Brand Value by having only Company owned outlets( No franchises) initially Projected a feeling of togetherness They Became the So Called Silence Brew Masters

Marketing Mix
Advantages over competition

A Mix of coffee and tea with add-ons making a differential to its rivals having a check on quality all the time and in several aspects thus delivery high quality coffee and tea. Lower pricing and no-segmentation approach-Average realization per customer of CCD is much less Reinvigorating the brand and taking it to the next level every single time through Continuous customer feedback Most of our demand for coffee is met from their own estates. The Benefits passed on the Customer. Reinforcing brand image with the cluster approach strategy. Immense Tie ups with Youth Brands Like Levis, Air Tel Etc to ensure that they woo their 52% youth Customers effectively.

Market Share of Coffee Service Brands

Coffee Beans

Chikmanglur

Bengaluru (S. India) Head Distributor

New Delhi (N.India) Head Distributor

Local Warehouse

Local Warehouse

Outlet

Outlet

Outlet

Outlet

Outlet

Outlet

Thank You!!!!
Its time for a hot cup of Coffee

Thank you!!! Its time for a cup of hot Coffee.