Creating a better touch
point for brands to connect
with their audience.
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: 850+ cafés in 132 cities/towns across
India and growing
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
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”
Research shows that while our customers
come to us for our products, a substantial
amount of our customers come to “Hang out”
The café is also the venue for business
meetings (13% ), celebrating special
occasions (10%) or just plain “Time Pass”
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”
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.
Access to large amount of money to spend
Likes to seen at the right place
Hangs out at cafes/malls
Looking for a good lifestyle
Looking for a multiplicity of experiences
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
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.
There is a definite skew towards singles:
66% singles, 27% married & 7% others.
SEX RATIO & MARITAL STATUS
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.
CAFÉ COFFEE DAY
The preferred medium for the alternative marketing needs
Traditional Media Vehicles
Brand communication through traditional
modes only: visual & audio modes
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
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
Captive audience, as against other diversions at malls or road shows.
CCD: LEVERAGE-ABLE STRENGTHS
3.6 million consumers per month.
80% of these in 15-30 yrs age group
Cumulative monthly disposable income of
Least opportunity of consumers to switch
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 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…
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
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 +
Touch Points in cafes :High impact and involvement driven, Tent
Cards, CRM forms, Walls, Standees
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
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
METRO NOW & CCD
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.
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”
“Old enough to get married have a child but not old enough to
“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
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
ON THE WALL
The most imposing branding option within a cafe for visual
communication with minimal amount of text
The surest way to reach your filtered TG reducing all clutter
On-ground support for IDA Certification for Orbit
35 Cafes in Mumbai-Delhi-Bangalore
Tent Cards on tables
A free sample with all orders
Successful, with 10L samples dispensed over a period of 30 days
Hershey’s Soya Milk sampling
Samples with Min billing in 60 cafes in Mumbai-Delhi-Bangalore
To support Soya Milk re-launch and communicate its benefits
3-D Table Stickers and Standees
Successful with approx 5 L samples dispensed over a period
of a month
OUT OF THE BOX IDEAS
CCD will work with brands to give a creative solution
Let your imagination decide your campaign
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
Taxes extra as applicable