Café Coffee Day follows attractive pricing. In this ppt we explain segmentation, targeting, positioning, pricing etc of Café Coffee Day.

1. Anvi Kapoor | 19DM043
Bhagyashri Sathe | 19DM058
Arushi Garg | 19DM050
Group-7
Ananya Rajan |19DM031
Aditya Ashok | 19DM016
Anjani Sharma| 19DM034

2. Introduction
• CCD is part of the Coffee Day Group founded by Mr. V.G.
Siddhartha.
• Revenue for 2018: INR 43.31 Billion It has around 1,722
café outlets in over 200 cities of India with operations
expanded outside India in Austria (Vienna), Czech Republic,
Egypt and Nepal.
• The company is vertically integrated like owning coffee
plantations, making its own coffee machines and furniture for
outlets.

3. Indian Coffee Retail
• Revenue in the Non-Alcoholic Drinks market amounts to
US$12,415m in 2019.
• India is now the world’s 10th fastest growing market for
specialist coffee and tea retail chains, valued at Rs 2,570
crore in 2018, says a report by market researcher
Euromonitor International.
• The café chain market, led by Cafe Coffee Day and Tata
Starbucks, is also one of the fastest growing categories in the
consumer food service industry, estimated to grow 6.9% a
year to Rs 4,540 crore by 2023.

4. Segmentation
• Age Group 16-30 years
Targeting
• Middle and Upper
middle class youth
• Students, Executives,
Youngsters
Positioning
• Coffee Bar
• Workplace
• Medium priced brand
STP

5. PRODUCT PLACE
PRICE PROMOTION
MARKETING
MIX

6. FOOD BEVERAGE NON-FOOD
ITEMS
B2B
DESERTS COFFEE COFFEE POWDER BULK ORDERS
SNACKS TEA COFFEE MACHINE CATERING SERVICES
CAKES SHAKES CUPS & MUGS ADVERTISING SPACE
HEAVY
FOODS
FRAPPE APPARELS CORPORATE
ORDERS
CHOCOLATE
SHAKES
GIFT CARDS &
VOUCHERS
COFFEE VENDING
MACHINE
LEMONADES ACCESSORIES
PRODUCT

7. PRICE
PSYCHOL
OGY
PRICING
Ex- Rs 59,
69
LOCATION
PRICING
Ex- Café,
lounge
PRICING
COMBO
PRICING
PREMIUM
PRICING
VALUE
BASED
PRICING

8. PLACE
CAFÉ COFFEE DAY STORE: People hangout with friends
CAFÉ COFFEE DAY LOUNGE: Premium café from Café
Coffee Day targets selected group
CAFÉ COFFEE DAY SQUARE: It offers variety of coffee
brews from different countries.

9. PROMOTION
• TVC and print campaign in 2012.
• Co branding with Broadcasting media ex- TV,
radio.
• Sales promotion activities.
a. Combo Deal
b. Happy Hours
c. Privilege cards
d. Redeemable coupons
• Social media, ex- Facebook, Twitter, Instagram
• Sponsorships with social media influencers.

10. Threats
• Direct competitors- Starbucks, Costa
Coffee
• coffee making tools
Opportunities
• better products with more variety
• better interior
• can market itself as “meeting point”
• fastest growing industry-coffee
industry
Strengths
• products of good taste and quality
• youth oriented brand
• appeals mass
• affordable
Weakness
• poor ambience and décor
• loosing it’s charm because of less
or no promotions
• lacks strength to maintain brand
loyalty
• loss due to wrong site selection
SWOT ANALYSIS

11. Chikmagalur
Bangalore
(South) Head
Distributor
Warehouse
->Outlets
Warehouse
->Outlets
Delhi(North)
Head
Distributor
Warehouse
->Outlets
Warehouse
->Outlets
CHANNEL OF
DISTRIBUTION

12. Café
Coffee day
Café
Coffee day
lounge
Café
Coffee day
Square
Vending
Business
Express
Kiosks
Fresh &
ground
outlet
Café
Coffee day
The
Lounge
The
Square
Coffee
day Fresh
& ground
Coffee day
beverages
Coffee
day
Xpress
22
Varieties
of freshly
brewed
Coffee
powder
Basic Tea
Coffee,
Light
Snacks
Coffees &
Teas
freshly
brewed
Speciality
Coffees,
Teas &
Fine
dining
Exotic
Teas,
Coffees,
Mocktails,
Internatio
nal
options
Coffees,
Teas
,Snacks
Beverages

13. Thank You!!