INTRODUCTION OF THE RETAILER<br />CAFÉ COFFEE DAY is part of India’s largest coffee conglomerate the “AMALGAMATED BEAN COF...
Type of retailer<br />CCD is a Specialty Store is a one with narrow product line with deep assortment of offerings. <br />...
SERVICE LEVEL<br />CCD has positioned itself as a Full service place.<br />Once you enter the store from presenting you th...
Innovative idea<br />
Operating formats<br />3 premium formats :-<br />Café coffee day square- Flagship outlet<br />Café coffee day lounge – bev...
Highway cafés.<br />Alliance with world space radio.<br />
Marketing mix<br />Branding  - positioning<br />Largest youth aggregator .<br />Focus on 4 A’s – affordability <br />     ...
Product <br />
When at CCD one is completely spoilt for choice..!!<br />Variety in menu to appeal to the Indian taste palette.<br /><ul><...
Sandwiches
Pastas
Desserts</li></ul>U name it….u have it..!<br />
In-house branding<br />
Price <br />Major consumer bracket – 15 to 29.<br />Price range for <br />Beverages :-<br />A cup of coffee starts from Rs...
Place<br />Generally located in high street / family entertainment centres .<br />Gas stations.<br />Near colleges.<br />N...
Location <br />* Coffee Day Fresh 'n' Ground (which owns 450 coffee bean and powder retail outlets).* Coffee Day Square (h...
Promotion <br />Held contest around the popular sitcom “friends”.<br />Tied up with channel V’s Get Gorgeous<br />Tie ups ...
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Mktn ccd

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Mktn ccd

  1. 1.
  2. 2. INTRODUCTION OF THE RETAILER<br />CAFÉ COFFEE DAY is part of India’s largest coffee conglomerate the “AMALGAMATED BEAN COFFEE TRADING COMPANY”<br />Rs 750 crorecompany ISO 9002 approved<br />Top coffee exporter from India<br />Introduced the concept of café in India<br />Largest organized retail cafe chain in the country<br />
  3. 3. Type of retailer<br />CCD is a Specialty Store is a one with narrow product line with deep assortment of offerings. <br /> As the name suggests it’s a cafe with the tagline “a lot can happen over a cup of coffee.”<br />Apart from coffee, in which it specializes it offers its customers an array of products- mocktails, smoothies, pizzas and desserts. <br />
  4. 4. SERVICE LEVEL<br />CCD has positioned itself as a Full service place.<br />Once you enter the store from presenting you the menu card, to helping you choose what to order, suggesting you what top up you would like to have with your beverage, for everything you have assistance at hand.<br />
  5. 5. Innovative idea<br />
  6. 6.
  7. 7. Operating formats<br />3 premium formats :-<br />Café coffee day square- Flagship outlet<br />Café coffee day lounge – beverage paired with food<br />Café coffee day club- vibrant appeal<br />
  8. 8. Highway cafés.<br />Alliance with world space radio.<br />
  9. 9. Marketing mix<br />Branding - positioning<br />Largest youth aggregator .<br />Focus on 4 A’s – affordability <br /> - accessibility<br /> - acceptability<br /> - aspirational<br />
  10. 10.
  11. 11.
  12. 12. Product <br />
  13. 13.
  14. 14.
  15. 15. When at CCD one is completely spoilt for choice..!!<br />Variety in menu to appeal to the Indian taste palette.<br /><ul><li>pizzas
  16. 16. Sandwiches
  17. 17. Pastas
  18. 18. Desserts</li></ul>U name it….u have it..!<br />
  19. 19. In-house branding<br />
  20. 20.
  21. 21.
  22. 22. Price <br />Major consumer bracket – 15 to 29.<br />Price range for <br />Beverages :-<br />A cup of coffee starts from Rs. 40 onwards.<br />Smoothies - Rs. 70 onwards.<br />Eatables :-<br />Big eats including burger , sandwiches - Rs 55 onwards.<br />Small eats like doughnuts , samosa – Rs. 30 onwards<br />
  23. 23. Place<br />Generally located in high street / family entertainment centres .<br />Gas stations.<br />Near colleges.<br />Near popular business centres.<br />
  24. 24. Location <br />* Coffee Day Fresh 'n' Ground (which owns 450 coffee bean and powder retail outlets).* Coffee Day Square (high level coffee bar. one in bangalore.).* Coffee Day Xpress (which owns 730 Coffee Day kiosks).* Coffee Day Takeaway (which owns 9000 vending machines).* Coffee Day Exports .* Coffee Day Perfect (FMCG Packaged Coffee) division.<br />
  25. 25. Promotion <br />Held contest around the popular sitcom “friends”.<br />Tied up with channel V’s Get Gorgeous<br />Tie ups with youth brands like Levis, Scooty , Liril, Airtel Friends<br />Brand placement in movies Khakee, Main hoonna.<br />Café citizen cards<br />
  26. 26.
  27. 27. FIFA…!!<br />
  28. 28. Store atmosphere<br />

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