Partner with Cafe Coffee Day

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How would you like your brand to join conversations of over 300000 young people who spend over 45 minutes at our 900+ cafes every day? At Cafe Coffee Day we're all about making the circle bigger, so get in touch with us to see how you can get in touch with those who matter to you!

Visit www.cafecoffeeday.com for more details.

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  • Cafe Coffee Day is the pioneer in introducing Coffee culture in youth and also brought cool hang-outs to spend quality time with some one you like.'A Lot Can Happen Over A Cup Of Coffee' aaahhhhhhhhhaaaaaaaaaa !
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Partner with Cafe Coffee Day

  1. 1. PARTNERING TO SCRIPT SUCCESS STORIES!
  2. 2. Creating a better touchpoint for brands to connectwith their audience.
  3. 3. UNDERSTANDING CAFÉ COFFEE DAY  Indias largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd  A Rs. 750 crore ISO 9002 certified company  Pioneer of the café culture and the first to launch the „coffee bar‟ concept in India  Network strength: 800+ cafés in 120+ cities/towns across India and growing
  4. 4. WHY CAFÉ COFFEE DAY  Average Footfalls: 400 per café per day  Average dwell time at café: 45 minutes  Meeting place for 15-29 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”
  5. 5. IN-HOUSE RESEARCH DATA  Research shows that while our customers“We go to Café come to us for our products, a substantialCoffee Day everyday amount of our customers come to “Hang out”after college. It‟s our with friends.adda where we makeall our plans – love,  The café is also the venue for businesslife and otherwise” meetings (13% ), celebrating special occasions (10%) or just plain “Time Pass” (17%).
  6. 6. YOUTH BEHAVIOUR  Strong Voice in household purchases  Make consumption related decisions in company of friends  Consumption areas: Personal clothing & accessories, food, entertainment, consumer durables  Influencers: Peer group, workmates.  Tech Savvy  Access to large amount of money to spend  Likes to seen at the right place  Socially Active  Hangs out at cafes/malls  Looking for a good lifestyle  Looking for a multiplicity of experiences
  7. 7. YOUTH BEHAVIOUR  Aspiration led purchases  Seeks feel-good factor and expression of identity through choice of brands consumed. But is also value conscious.  Spending Power: Rs 7,000-40,000 p.m. (Sources – a) Ernst & Young Study – Yousumerism 2008 & b) Bates 141 study - 3 generations, 1 big market 2008) Opportunity: To keep innovating so your brand is relevant and trendy.
  8. 8. 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.
  9. 9. SEX RATIO & MARITAL STATUS There is a definite skew towards singles: 66% singles, 27% married & 7% others.
  10. 10. GROUP SIZESMaximum foot-falls are in groups of size varying from 3 to 5people followed by people coming in groups of 2, a major partof which are couples.
  11. 11. CAFÉ COFFEE DAYThe preferred medium for the alternative marketing needs
  12. 12. A COMPARISON Traditional Media Vehicles  Brand communication through traditional modes only: visual & audio modes  Heavy spillovers  High clutter levels  High cost per contact Café Coffee Day  An interactive alternative media  Targets the „young at heart‟.  High on engagement  Low cost per contact for a filtered TG
  13. 13. CCD: LEVERAGE-ABLE STRENGTHSVis-a-Vis Reminder medium Lucrative base of 3 million young consumers (15-30 yrs). No other reminder medium can boast of such a focused TG delivery. Distribution : 800+ cafes spread across 120+ cities. A definite advantage compared to medium like Radio and Cinema. Dwell time: Though other mediums could talk of higher time spent on the medium, ad communication is much limited to a few seconds. Vis a Vis communication is effective for the complete dwell time at CCD. Engagement: Trials, customized communication.Vis-a-Vis BTL medium Focused TG (as against mall activations or road shows). Uninterrupted OTS, due to high dwell time and continuous visibility of communication. Captive audience, as against other diversions at malls or road shows.
  14. 14. THE OFFERING  3.6 million consumers per month. Relevant  80% of these in 15-30 yrs age group  Cumulative monthly disposable income of Reach 2160 crores Uninterr  Least opportunity of consumers to switch upted communication. OTS  No attention diverters.  Relaxed frame of mind. Captive  Open to engaging with the communication. audience  45 minutes of uninterrupted dwell time.  Unbeatable 800+ cafes, 120+ cities Network  Covering Tier 2 & 3 towns as well. Unique creative concepts
  15. 15. THE INTANGIBLE BENEFITS  Research shows Café Coffee Day to be perceived as the home away from home.  The distinctly segmented Target Group is with friends & colleagues (key reference groups)  Relaxed and in a receptive mood, having a good time…having fun!
  16. 16. CAFÉ COFFEE DAY OFFERS THE MARKETER:  An opportunity to convert a typical mass media campaign to a 360 degree communication endeavor  Uncluttered and consistent presence in a highly innovative manner
  17. 17. A FEW HIGHLIGHTS ITC- Fiama Di Wills/Vivel Campaign: Sampling-Engagement-Data collection driven Objective: to sample the product to a filtered young Sec A/A + potential buyer Touch Points in cafes :High impact and involvement driven, Tent Cards, CRM forms, Walls, Standees Mechanics: Visibility: High impact intersections like Wall, Standee, Tent Cards. As soon as the customer sits down, he/she is handed over a Vivel/ Fiama gift hamper by the team member and requested to fill up a CRM form. The CRM forms are collected in the drop box kept on the counter. Number of Samples given out for Vivel/Fiama, in three phases: 2 Lakh
  18. 18. METRO NOW & CCD Activation Concept Metro Now: a new entrant in the tabloid space The Soap Box: History and some trivia A soapbox is a raised platform on which one stands to make an impromptu speech, often about a political subject. Hyde Park London is known for its Sunday soapbox orators, who have assembled at Speaker‟s Corner since 1872 to discuss religion, politics, and other topics. A modern form of the soapbox is a blog; a website on which a user publishes ones thoughts to whomever reads the page.
  19. 19. CCD ACTIVATION  10 cafes, high on student footfalls chosen for the promotion where CCD consumers would be invited to come up, stand on a soap a box and ”Give Gyaan”  Topics chosen:  “Old enough to get married have a child but not old enough to Drink??”  “Safe Premarital sex v/s moral issues”  Age - 43 SRK is the superstar & heartthrob of the youth…??  “Love at first sight”  The schedule was announced on tent cards, leaflets, danglers and standees in 40 cafes in Delhi/NCR.  A professional MC conducted the event at all the 10 cafes.  The best views won prizes and got aired on Metro Now
  20. 20. EDITORIAL COVERAGE
  21. 21. EDITORIAL COVERAGE & ADS
  22. 22. WHAT’S ON THE MENU FOR YOU… The CCD Platter!
  23. 23. ON THE TABLE: STICKERS & TENT CARDS Tent Cards are the chosen element in the cafes since they are all about “I am here, you cant miss me”
  24. 24. WITH THE FOOD: SIDE MENU CARD
  25. 25. CONTESTS @ CAFES Contests have been activated through leaflets/contest forms given out with the menu-card /bill folders Drop boxes, which also add to prominent visibility, are used to collect all entries to the contest
  26. 26. ON THE WALLThe most imposing branding option within a cafe for visualcommunication with minimal amount of text
  27. 27. SAMPLING The surest way to reach your filtered TG reducing all clutter costs. Wrigleys: Campaign Objective: On-ground support for IDA Certification for Orbit Scope: 35 Cafes in Mumbai-Delhi-Bangalore In-café Activation: Tent Cards on tables A free sample with all orders Verdict: Successful, with 10L samples dispensed over a period of 30 days
  28. 28. SAMPLING Hershey’s Soya Milk sampling Samples with Min billing in 60 cafes in Mumbai-Delhi-Bangalore Aim: To support Soya Milk re-launch and communicate its benefits Collaterals: 3-D Table Stickers and Standees Verdict: Successful with approx 5 L samples dispensed over a period of a month
  29. 29. OUT OF THE BOX IDEAS  CCD will work with brands to give a creative solution (within parameters)  Let your imagination decide your campaign
  30. 30. OUR PARTNERS
  31. 31. CAMPAIGN – MANDATORY POINTS  50 % of the total invoiced amount to be paid before the start of the promo, rest to be paid half way through the campaign  All expenditure incurred on designing , creating and logistics of collaterals are to be borne the third party  The collaterals to be sent directly to the cafes. Please share with us the soft copies of the collaterals to be displayed in CCD for approval by CCD before sending for print  All collaterals to be displayed in CCD would need to carry a CCD logo on them  All Collaterals are to reach the cafes at least 2 – 3 days prior to start of promo so that there is enough reaction time at the cafes  Taxes extra as applicable
  32. 32. Surely, A Lot Can Happen Over Coffee…!!!

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