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Cafe Coffee Day


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Creating a better touch
point for brands to connect
with their audience.

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Cafe Coffee Day

  2. 2. Creating a better touch point for brands to connect with their audience.
  3. 3. UNDERSTANDING CAFÉ COFFEE DAY <ul><li>India's largest coffee conglomerate, Amalgamated Bean </li></ul><ul><li>Coffee Trading Company Ltd </li></ul><ul><li>A Rs. 750 crore ISO 9002 certified company </li></ul><ul><li>Pioneer of the café culture and the first to launch the ‘coffee </li></ul><ul><li>bar’ concept in India </li></ul><ul><li>Network strength: 900+ cafés in 132 cities/towns across </li></ul><ul><li>India and growing </li></ul>
  4. 4. WHY CAFÉ COFFEE DAY <ul><li>Average Footfalls: 300 per café per day </li></ul><ul><li>Average dwell time at café: 45 minutes </li></ul><ul><li>Meeting place for 15-29 year olds </li></ul><ul><li>The place they frequent most after “home and </li></ul><ul><li>workplace/college”. </li></ul><ul><li>A place where they meet friends and colleagues, </li></ul><ul><ul><li>In groups of 3 or more </li></ul></ul><ul><li>A place where they rejuvenate and are free to be themselves </li></ul><ul><li>rather than a place to be “seen at” </li></ul>
  5. 5. <ul><li>Research shows that while our customers </li></ul><ul><li>come to us for our products, a substantial </li></ul><ul><li>amount of our customers come to “Hang out” </li></ul><ul><li>with friends. </li></ul><ul><li>The café is also the venue for business </li></ul><ul><li>meetings (13% ), celebrating special </li></ul><ul><li>occasions (10%) or just plain “Time Pass” </li></ul><ul><li>(17%). </li></ul>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”
  6. 6. YOUTH BEHAVIOUR <ul><li>Strong Voice in household purchases </li></ul><ul><li>Make consumption related decisions in company of friends </li></ul><ul><ul><li>Consumption areas: Personal clothing & accessories, </li></ul></ul><ul><ul><li>food, entertainment, consumer durables </li></ul></ul><ul><ul><li>Influencers: Peer group, workmates. </li></ul></ul><ul><li>Tech Savvy </li></ul><ul><li>Access to large amount of money to spend </li></ul><ul><li>Likes to seen at the right place </li></ul><ul><li>Socially Active </li></ul><ul><ul><li>Hangs out at cafes/malls </li></ul></ul><ul><li>Looking for a good lifestyle </li></ul><ul><li>Looking for a multiplicity of experiences </li></ul>
  7. 7. <ul><li>Aspiration led purchases </li></ul><ul><ul><li>Seeks 'feel-good factor' and expression of identity through </li></ul></ul><ul><ul><li>choice of brands consumed. But is also value conscious. </li></ul></ul><ul><ul><li>Spending Power: Rs 7,000-40,000 p.m. </li></ul></ul><ul><li>(Sources – a) Ernst & Young Study – Yousumerism 2008 & </li></ul><ul><li>b) Bates 141 study - 3 generations, 1 big market 2008) </li></ul><ul><li>Opportunity: To keep innovating so your brand is relevant and </li></ul><ul><li>trendy. </li></ul>YOUTH BEHAVIOUR
  8. 8. KEY TARGET AUDIENCE <ul><li>Major chunk of CCD customers falls within the age group of 20 </li></ul><ul><li>to 30 which accounts for 57% of the overall percentage. </li></ul><ul><li>The group comprises of mainly college going students and </li></ul><ul><li>young working professionals. </li></ul>
  9. 9. There is a definite skew towards singles: 66% singles, 27% married & 7% others. SEX RATIO & MARITAL STATUS
  10. 10. GROUP SIZES 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.
  11. 11. CAFÉ COFFEE DAY The preferred medium for the alternative marketing needs
  12. 12. A COMPARISON <ul><li>Traditional Media Vehicles </li></ul><ul><li>Brand communication through traditional </li></ul><ul><li>modes only: visual & audio modes </li></ul><ul><li>Heavy spillovers </li></ul><ul><li>High clutter levels </li></ul><ul><li>High cost per contact </li></ul><ul><li>Café Coffee Day </li></ul><ul><li>An interactive alternative media </li></ul><ul><li>Targets the ‘young at heart’. </li></ul><ul><li>High on engagement </li></ul><ul><li>Low cost per contact for a filtered TG </li></ul>
  13. 13. <ul><li>Vis-a-Vis Reminder medium </li></ul><ul><li>Lucrative base of 3 million young consumers (15-30 yrs). No other reminder </li></ul><ul><li>medium can boast of such a focused TG delivery. </li></ul><ul><li>Distribution : 800+ cafes spread across 120+ cities. A definite advantage </li></ul><ul><li>compared to medium like Radio and Cinema. </li></ul><ul><li>Dwell time: Though other mediums could talk of higher time spent on the </li></ul><ul><li>medium, ad communication is much limited to a few seconds. Vis a Vis </li></ul><ul><li>communication is effective for the complete dwell time at CCD. </li></ul><ul><li>Engagement: Trials, customized communication. </li></ul><ul><li>Vis-a-Vis BTL medium </li></ul><ul><li>Focused TG (as against mall activations or road shows). </li></ul><ul><li>Uninterrupted OTS, due to high dwell time and continuous visibility of </li></ul><ul><li>communication. </li></ul><ul><li>Captive audience, as against other diversions at malls or road shows. </li></ul>CCD: LEVERAGE-ABLE STRENGTHS
  14. 14. <ul><li>3.6 million consumers per month. </li></ul><ul><li>80% of these in 15-30 yrs age group </li></ul><ul><li>Cumulative monthly disposable income of </li></ul><ul><li>2160 crores </li></ul>Relevant Reach Uninterrupted OTS Captive audience Network Unique creative concepts <ul><li>Least opportunity of consumers to switch </li></ul><ul><li>communication. </li></ul><ul><li>No attention diverters. </li></ul><ul><li>Relaxed frame of mind. </li></ul><ul><li>Open to engaging with the communication. </li></ul><ul><li>45 minutes of uninterrupted dwell time. </li></ul><ul><li>Unbeatable 800+ cafes, 120+ cities </li></ul><ul><li>Covering Tier 2 & 3 towns as well. </li></ul>THE OFFERING
  15. 15. THE INTANGIBLE BENEFITS <ul><li>Research shows Café Coffee Day to be perceived as the home away from home. </li></ul><ul><li>The distinctly segmented Target Group is with friends & colleagues (key reference groups) </li></ul><ul><li>Relaxed and in a receptive mood, having a good time…having fun! </li></ul>
  16. 16. CAFÉ COFFEE DAY OFFERS THE MARKETER: <ul><li>An opportunity to convert a typical mass media campaign to </li></ul><ul><li>a 360 degree communication endeavor </li></ul><ul><li>Uncluttered and consistent presence in a highly innovative </li></ul><ul><li>manner </li></ul>
  17. 17. 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 + potential buyer Touch Points in cafes :High impact and involvement driven, Tent Cards, CRM forms, Walls, Standees Mechanics: 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 CRM form. 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 Lakh
  18. 19. METRO NOW & CCD Activation Concept 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.
  19. 20. CCD ACTIVATION <ul><li>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” </li></ul><ul><li>Topics chosen: </li></ul><ul><ul><li>“ Old enough to get married have a child but not old enough to Drink??” </li></ul></ul><ul><ul><li>“ Safe Premarital sex v/s moral issues” </li></ul></ul><ul><ul><li>Age - 43 SRK is the superstar & heartthrob of the youth…?? </li></ul></ul><ul><ul><li>“ Love at first sight” </li></ul></ul><ul><li>The schedule was announced on tent cards, leaflets, danglers and standees in 40 cafes in Delhi/NCR. </li></ul><ul><li>A professional MC conducted the event at all the 10 cafes. </li></ul><ul><li>The best views won prizes and got aired on Metro Now </li></ul>
  22. 23. The CCD Platter! WHAT’S ON THE MENU FOR YOU…
  23. 24. Tent Cards are the chosen element in the cafes since they are all about “I am here, you cant miss me” ON THE TABLE: STICKERS & TENT CARDS
  25. 26. <ul><li>Contests have been activated through leaflets/contest forms given out with the menu-card /bill folders </li></ul><ul><li>Drop boxes, which also add to prominent visibility, are used to collect all entries to the contest </li></ul>CONTESTS @ CAFES
  26. 27. ON THE WALL The most imposing branding option within a cafe for visual communication with minimal amount of text
  27. 28. SAMPLING The surest way to reach your filtered TG reducing all clutter costs. Wrigleys: Campaign Objective : On-ground support for IDA Certification for Orbit Scope: 35 Cafes in Mumbai-Delhi-Bangalore In-café Activation: Tent Cards on tables A free sample with all orders Verdict: Successful, with 10L samples dispensed over a period of 30 days
  28. 29. SAMPLING Hershey’s Soya Milk sampling Samples with Min billing in 60 cafes in Mumbai-Delhi-Bangalore Aim: To support Soya Milk re-launch and communicate its benefits Collaterals: 3-D Table Stickers and Standees Verdict: Successful with approx 5 L samples dispensed over a period of a month
  29. 30. OUT OF THE BOX IDEAS <ul><li>CCD will work with brands to give a creative solution </li></ul><ul><li>(within parameters) </li></ul><ul><li>Let your imagination decide your campaign </li></ul>
  30. 31. OUR PARTNERS
  31. 32. CAMPAIGN – MANDATORY POINTS <ul><li>50 % of the total invoiced amount to be paid before the start </li></ul><ul><li>of the promo, rest to be paid half way through the campaign </li></ul><ul><li>All expenditure incurred on designing , creating and logistics of </li></ul><ul><li>collaterals are to be borne the third party </li></ul><ul><li>The collaterals to be sent directly to the cafes. Please share </li></ul><ul><li>with us  the soft copies of the collaterals to be displayed in </li></ul><ul><li>CCD  for approval by CCD before sending for print </li></ul><ul><li>All collaterals to be displayed in CCD would need to carry a </li></ul><ul><li>CCD logo on them </li></ul><ul><li>All Collaterals are to reach the cafes at least 2 – 3 days prior to </li></ul><ul><li>start of promo so that there is enough reaction time at the </li></ul><ul><li>cafes </li></ul><ul><li>Taxes extra as applicable </li></ul>
  32. 33. Surely, A Lot Can Happen Over Coffee…!!!