• Indias largest coffee conglomerate,Amalgamated Bean Coffee TradingCompany Ltd• Pioneer of the café culture and the firstto launch the ‘coffee bar’ concept inIndia• Network strength: Over 1400 cafés in200 cities/towns across India and growing• Average Footfalls: 200 per café per day
Café Coffee Day Networkof 1450 cafes across India185 cafes64 cafes172 cafes191 cafes
• Average dwell time at café: 45 minutes• Meeting place for 15-35 year olds• The place they frequent most after “home andworkplace/college”• A place where they meet friends and colleagues,in groups of 3 or more• A place where they rejuvenate and are free to bethemselves rather than a place to be “seen at”
Whohangs out atCoffee Day?• Research shows that while a part of ourcustomers come to us for our products, asubstantial amount of our customerscome to “hang out” with friends.• The café is also the venue for“business meetings” (23%),“celebrating special occasions” (20%) orjust plain “hang out” (57%).
Hangs out atcafes/mallsLooking for a goodlifestyleLooking for a multiplicity ofexperiencesSeeks feel-good factor andexpression of identitythrough choice of brandsconsumed. But is also valueconsciousLikes to be seen atthe right placeSocially ActiveProfiling the CCD’ianStrong voice inhousehold purchasesConsumption areas: Personalclothing & accessories, food,entertainment, consumerdurablesMake consumptionrelated decisions incompany of friendsTech SavvyInfluencers: Peergroup, workmates
Key TargetAudience• Major chunk of CCD customers falls within the agegroup of 20 to 30 which accounts for 57% of theoverall percentage.• The group comprises of mainly college goingstudents and young working professionals
Sex Ratio &Marital Status• There is a definite skew towards singles: 66%singles, 27% married & 7% others.
• Brand communicationthrough traditional modesonly: visual & audio modes• Heavy spillovers• High clutter levels• High cost per contactTraditional Media Vehicles• An interactive alternative media• Targets the ‘young at heart’ highon engagement• Low cost per contact for afiltered TG• Infinite possibilities of innovationand first point contact
Uninterrupted OTSCaptive AudienceNetworkUnique creativeconcept• 8.4 million consumers per month• 80% of these in 15 – 30yrs age group• Cumulative monthly disposable spendof Rs 2106 Crores• Least opportunity of consumers toswitch communication• No attention diverters• Relaxed frame of mind• Open to engaging with the communication• 45 minutes of uninterrupted dwell time•Unbeatable 1400+ cafes, 200 cities•Covering Tier 2 & 3 towns as wellRelevant Reach
What CaféCoffee Dayoffers themarketer?• An opportunity to convert a typical mass mediacampaign to a 360 degree communicationendeavor• Uncluttered and consistent presence in a highlyinnovative manner
PreviousSuccessfulBrandAssociationsTupperware• Campaign ObjectivesTo promote their water bottles and to create a platform for theirdistributors to talk about Tupperware products• ElementsA creative Tupperware branded stand with a water bottle holder andleaflets for communication were kept on the tables & counters
PreviousSuccessfulBrandAssociationsNokia• Campaign ObjectiveTo demonstrate the newly launched Nokia 800 series.• ElementsCreating a demo zone inside the cafe. Promoter access in the cafe tointeract with customers-giving demo-collecting leads.
PreviousSuccessfulBrandAssociationsMTS• Campaign ObjectiveMTS had launched its Royale Card for their elite customer base.• ElementsInnovative way of branding ‘MTS – Royale Card’ with branding touchpoints like tent card and wall branding.
PreviousSuccessfulBrandAssociationsSamsung• Campaign ObjectiveTo create an experience oriented campaign for Samsung Tab-II.• ElementsCreating a demo zone inside the cafe. Promoter access in the cafe tointeract with customers- giving demo-collecting leads.
PreviousSuccessfulBrandAssociationsVodafone• Campaign ObjectiveTo promote Vodafone Happy Hours & give 20% discount to all theVodafone customers visiting the café between 2pm to 4pm.• ElementsPoster, Tent Card and Bill Counter Display
PreviousSuccessfulBrandAssociationsFranklin Templeton Investment• Campaign ObjectiveAwareness of new investment policy to the customers• ElementsStandee, Tent Card, Leaflet & Table Sticker
PreviousSuccessfulBrandAssociationsOh My God• Campaign ObjectivePromotion of OMG Movie across cafes in India• ElementsStandee, Side Menu Card & Poster on the notice board
Infinite possibilities of inside-the-café, innovativeactivation and customer engagement ideasExtension possibilities of a brand campaign onlylimited by your imaginationGives partnering brands a creative advantage unlikeother media vehiclesThe Café Coffee Day out-of-box ideas advantage
The successfulBritannia BourbonCappuccino branding story@Café Coffee Day
PreviousSuccessfulBrandAssociationsBritannia Cappuccino• Approach & activity:Britannia had launched their new Bourbon – Cappuccino flavor andwanted to reach people to try out their new product. Dispenserswere displayed across 250 cafes and billing POS were updated withone liner branding of Britannia. Highly impactful wall branding visualwas displayed inside the café and with every order customers wereserved a Bourbon - Cappuccino.
PreviousSuccessfulBrandAssociationsBritannia Bourbon Cappuccino• Result so far:The objective of the brand was to maximize its reach to the captiveaudience across cafes where the customer could taste the newCappuccino Bourbon. Customers noticed the campaign as they gotfree sample pack of biscuits with every order they placed.
Other media partners…Media Partner Advertising MediumTeli BrahmaCafé ChronicleDSN screensRadiowalla405721168334Wi-Fi / Bluetooth downloadsCafé NewspaperTelevision screensCafé RadioPan India presence