2. ABOUT THE INDUSTRY
Café Coffee Day (C.C.D.) is India’s largest coffee conglomerate,
the Amalgamated Bean Coffee Trading Company Limited
(ABCTCL). Popularly known as Coffee Day was formed.
Its origin lies in the golden soil of Chikmagalur that a traditional
family owned a few acres of coffee estates, which yielded rich
coffee beans.
V.G.Siddhartha Hegde – Founder & Chairman of
Amalgamated Bean Coffee Trading Co.
His family owns 10,500 acres of coffee plantation farms in
Karnataka.
Venu Madhav – Head of Operations at C.C.D.
3. MISSION AND VISION
Mission:- “To be the best Cafe chain by offering a world class
coffee experience at affordable prices.”
Vision:- “To be the only office for dialogue over a cup of coffee.”
4. DIVISIONS OF COFFEE DAY
Coffee Day - Fresh & Ground
Café Coffee Day
Coffee Day – Vending
Coffee Day - Xpress
Coffee Day – Exports
Coffee Day – Perfect
Café Coffee Day is the part of India’s largest coffee conglomerate
named Coffee Day, Rs.750 crore ISO 9002 certified company.
5. COMPETITOR ANALYSIS
15%
25%
60%
MARKET SHARE
Others
Barista
CCD
The Biggest Competitors for CCD are :
BARISTA
CAFÉ MOCHA
QWICKY
COSTA COFFEE
JAVA GREEN
CAFÉ PASCUCCI
Indirect Competitors
MC DONALD’S, HALDIRAM
LOCAL CAFÉ SHOPS
Global Competitors
STAR BUCKS
6. 7P’S OF MARKETING
Product
Wide range of products appealing to Indian coffee and snack
lovers.
Indian taste.
Eatables adopted to Indian taste buds like samosa, biryani,
masala sandwich, tikka sandwich etc. Indian taste along with
classic coffee.
Merchandising includes funky stuff like t-shirts, caps etc.
Price
Major customer -15- 29 yrs, Price ranges - 20 to 200. Minor
changes (majorly - government taxes)
7. Place
o Strategically located outlets (High Street/ Family Entertainment Centres).
Promotion
o C.C.D. does not look at mass media as a viable area of advertising.
o Television (Zee English called Friends, Channel [V]'s Get Gorgeous).
o Tickets Sales (IPL).
o Movies (Main Hoon Na, Kyun Ho Gaya Na, etc).
o Sales Promotion (Offer coupons, Gifts vouchers, Café Citizen Cards).
o Café Beat- an in-house magazine.
o Tie-up with World Space & Micro sense to provide satellite connectivity.
Process
o Order process - Based on services (Customer read menu and order).
o Flexible delivery process (Customer can go directly, take the order placed
or order delivered on his table).
8. People
People at C.C.D. believe that “People are hired for what they
know but fired for how they behave”.
Motivation and personal skill are laid emphasis upon.
Physical Evidence
o Logo
Red signifies Leadership and Passion.
Larger font- Emphasis on the word Café.
White Swirl signifies purity of purpose & the feel of coffee.
o Architecture and décor uses bright colours & interiors.
o Designing of pamphlets posters & menu to attract the youth.
11. RE-BRANDING
Earlier perceived as a place where intellectual meet.
Positioned itself as a coffee bar and has maintained that
position for a long time now.
CCD saw a latent market in youngsters.
For youngsters- CCD is a fun place where one can go
anytime of the day and have fun with friends. In 2002,
CCD underwent a re-branding exercise.
CCD spent INR 1.5 billion to redesign existing cafes in
2009.
12. CAFÉ COFFEE DAY PRODUCTS
COFFEE & TEAS REFRESHING
ALTERNATIVES
EATABLES
HOT COFFEE GRANITAS MELTING MOMENTS
ESPRESSO
MACCHIATO
CAPPUCHINO
CAFÉ LATTE
CHOCOCINNO
CAFÉ MOCHA
BLOOD ORANGE
COOL BLUE
PINEAPPLE CRUSH
EMERALD ICE
RUBY SURPRISE
BANANA n WALNUT CAKE
CHOCOLATE DOUGHNUT
COOKIES
MARBLE CAKE
INTERNATIONAL
COFFEE
SMOOTHIES ICE CREAMS
COLOMBIAN JUAN
VALDEZ.
KENYAN SAFARI.
MANGO COLADA
STRAWBERRY COLADA
VANILLA
CHOCOLATE
SEASONS BEST
COLD COFFEE CREMOSAS QUICK BITES
SWEET MINT
COLD SPARKLE
BRANDIED BANANA
TROPICAL ICEBERG
LITCHI
GINGER SPICE
PINE COLADA
SAMOSA
PUFF
PIZZA
KATHI ROLL
13. ONLINE SALES
Online Sales by C.C.D. is also one of the revenue-
earning sources. Products are displayed on its
website www.cafecoffeeday.com.
Customers may pay through VISA or Master Card
or PayPal.
14. INTERESTING FACTS
C.C.D. does not use sugar as raw material in any of its
preparations but uses milk cream & Sugar Free as raw
material.
Ice-creams & other eatables are out-sourced from Amul
& local vendors of reputed brands.
All-Day Refresher, most selling product of C.C.D. whose
selling cost is Rs. 100 has a prime cost of just Rs. 20 &
rest all is profit to C.C.D.
15. RECOGNITION & REWARDS
C.C.D. won 8 of 10 awards at India Barista Championship
2009. The awards are:
Platinum Award.
Best Espresso.
Best Cappuccino – Felix Daniel Mathew, Manager Food &
Beverages, C.C.D., Bangalore.
Most Promising Talent – Adwiti Tarkire (C.C.D., Trainer).
Silver Award – Sam Rosario (Asst. Manager, Level 1, C.C.D.,
Chennai).
Bronze Award.
Best Signature Beverage.
Best Barista Technique – Naveen Kumar CA(Trainee Area
Manager).
Bags the ‘Best Coffee Bar’ title for the 3rd consecutive year.
Top honours at Coca Cola Golden Spoon Awards 2010.
16. CONCLUSION
C.C.D. is the fastest growing Café in the country.
The major competitor undoubtedly Barista.
That Café Coffee day is planning to go international.
The other major things regarding service marketing is that
customers give top priority to the quality of the services /
products and ambience.
It is providing tough competition to its competitors by
satisfying its customers with great café experience.
“A lot can happen over coffee” message has touched the
hearts of youngsters who are the largest consumers of
C.C.D.
