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Creating a better touch …

Creating a better touch
point for brands to connect
with their audience.

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  • 1. PARTNERING TO SCRIPT SUCCESS STORIES!
  • 2. Creating a better touch point for brands to connect with their audience.
  • 3. UNDERSTANDING CAFÉ COFFEE DAY
    • India's 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: 900+ cafés in 132 cities/towns across
    • India and growing
  • 4. WHY CAFÉ COFFEE DAY
    • Average Footfalls: 300 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.
    • Research shows that while our customers
    • come to us for our products, a substantial
    • amount of our customers come to “Hang out”
    • with friends.
    • The café is also the venue for business
    • meetings (13% ), celebrating special
    • occasions (10%) or just plain “Time Pass”
    • (17%).
    IN-HOUSE RESEARCH DATA “ We go to Café Coffee Day everyday after college. It’s our adda where we make all our plans – love, life and otherwise”
  • 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.
    • 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.
    YOUTH BEHAVIOUR
  • 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. There is a definite skew towards singles: 66% singles, 27% married & 7% others. SEX RATIO & MARITAL STATUS
  • 10. GROUP SIZES Maximum foot-falls are in groups of size varying from 3 to 5 people followed by people coming in groups of 2, a major part of which are couples.
  • 11. CAFÉ COFFEE DAY The preferred medium for the alternative marketing needs
  • 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.
    • Vis-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.
    CCD: LEVERAGE-ABLE STRENGTHS
  • 14.
    • 3.6 million consumers per month.
    • 80% of these in 15-30 yrs age group
    • Cumulative monthly disposable income of
    • 2160 crores
    Relevant Reach Uninterrupted OTS Captive audience Network Unique creative concepts
    • Least opportunity of consumers to switch
    • communication.
    • No attention diverters.
    • Relaxed frame of mind.
    • Open to engaging with the communication.
    • 45 minutes of uninterrupted dwell time.
    • Unbeatable 800+ cafes, 120+ cities
    • Covering Tier 2 & 3 towns as well.
    THE OFFERING
  • 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. 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. 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.  
  • 19. 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 one's thoughts to whomever reads the page.
  • 20. 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
  • 21. EDITORIAL COVERAGE
  • 22. EDITORIAL COVERAGE & ADS
  • 23. The CCD Platter! WHAT’S ON THE MENU FOR YOU…
  • 24. Tent Cards are the chosen element in the cafes since they are all about “I am here, you cant miss me” ON THE TABLE: STICKERS & TENT CARDS
  • 25. WITH THE FOOD: SIDE MENU CARD
  • 26.
    • 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
    CONTESTS @ CAFES
  • 27. ON THE WALL The most imposing branding option within a cafe for visual communication with minimal amount of text
  • 28. 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
  • 29. 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
  • 30. OUT OF THE BOX IDEAS
    • CCD will work with brands to give a creative solution
    • (within parameters)
    • Let your imagination decide your campaign
  • 31. OUR PARTNERS
  • 32. 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
  • 33. Surely, A Lot Can Happen Over Coffee…!!!
  • 34.