4. • India's largest coffee conglomerate,
Amalgamated Bean Coffee Trading
Company Ltd
• Pioneer of the café culture and the first
to launch the ‘coffee bar’ concept in
India
• Network strength: Over 1350 cafés in 200
cities/towns across India and growing
• Market Share : 60% in India
•Average Footfall : over 500 daily
5. Consumer
Profile
• Major chunk of CCD customers falls within the age
group of 15 to 29 which accounts for 80% of the
overall percentage.
• The group comprises of mainly college going
students and young working professionals
6. Analysis of the various
kinds of associations that
are associated with the
three categories of
respondents
7. • Coffee is priced competitively
• Prices are reasonable and affordable
• Place is for everyday coffee lovers
• Place to meet new people
• The brand’s café is the perfect place
to enjoy solitude
Low Association
• Expensive brand of coffee
• Place to spend time with friends
• Place to hang out
• Customers are young and highly
aspirational
• The aroma of this brand of coffee is
very pleasant
High Association
Coffee café associations
for
Non-Loyal respondents
8. Non-Loyal
Respondents
• Non-loyal respondents associate coffee café’s with
• Expensive Brand
• Place to meet
• Aroma
• Young and Aspirational Customers
• Non-loyal respondents DO NOT associate coffee
café’s with
• Everyday coffee
• Reasonable price
• Place to enjoy solitude
9. • Expensive brand of coffee
• Brand is meant for highly recognized
people
• One feels westernized while drinking
the coffee associated with the brand
• Brand’s coffee makes one feel proud
about drinking coffee
• Interiors of this brand café makes
one feel relaxed
• Place to spend time with friends
• Place to meet new people
• Brand reminds me of my friends
and the times spend together
• Place to have formal meetings
Coffee café associations
for
CCD Loyal respondents
Low AssociationHigh Association
10. CCD Loyal • CCD loyal customers associate CCD with
• Relaxing interiors
• Place to meet friends
• Place to meet new people
• Place to have formal meetings
• CCD loyal customers DO NOT associate CCD with
• Expensive Brand
• Coffee quality
11. • Meant for highly recognized people
• Expensive brand of coffee
• Brand is meant to dissociate the coffee
drinking habit from being a mundane
activity
• Place is for everyday coffee lover
• It’s a trend to drink the brand’s coffee
• Brand highlights one’s status
• Brand projects a sophisticated image
• Brand uses quality ingredients
• Brand has the authentic color of
coffee
• Strength of this brand’s coffee is
appropriate and has a lasting effect
• Place to meet new people
• Interior of this brand’s café make one
feel relaxed
Coffee café associations
for
Barista Loyal respondents
Low AssociationHigh Association
12. Barista Loyal • Barista loyal customers associate Barista with
• Status
• Sophisticated image
• Quality coffee
• Authentic color of coffee
• Strength of Coffee
• Lasting effect
• Barista loyal customers DO NOT associate Barista
with
• Expensive Brand
• Place for everyday coffee lover
• Trendy
14. Consensus maps include the
core brand associations that
define the brand's image and
show which brand
associations are linked directly
to the brand.
Brand associations are elicited
from consumers, and then
construct networks of these
associations as links to the
brand and to one another.
CONSENSUS
MAP
16. Relaxed Interiors
Meeting new people
Place to hang out
To spend time with
friends
Reminds of time spent
together with friends
Reminds of time spent
together with friends
Enjoy Solitude
Gives sophisticated
Image
Young and
aspirational
customers
Gives sophisticated
Image
Décor reminds
people of luxury
For Everyday Coffee lovers
High
Associations
of CCD
17. Low
Associations
of CCD
Expensive
Brand of Coffee
Feels
westernised
Urban
Customers who
follow latest
fashion
Proud to
drink the
brand of
coffee
Competitive
pricing,
expensive
Brand is meant for
highly recognised
people
19. Variety of
beverages
Feels
westernised
Hang out
place
Trend to
drink
branded
coffee
Competitive
pricing,
expensive
Dissociate coffee
drinking habit
from mundane
activity
Highly
recognized
people(tech
savvy,
professionals)
Coffee
lovers
Low Associations of
Barista Lavazza
20. Formal
meetings, meet
new people
Satisfaction
Interors, décor,
lighting
Place for
refreshing,
energizing and
relaxation
Reasonable
pricing,
Place for
recreation, fun,
to meet friends
Makes feel
proud
Place for
solitude
Aroma,
color, quality
ingredients,
Status,
sophisticated
image
High Associations
of Barista Lavazza
22. The objective of the brand should be to
maximize its reach to the captive audience
across cafes who prefers the strong taste of
coffees and high quality. CCD should give
away Customers free sample of the new
coffees to notice the campaign result and
reaction of the customers to their new strong
coffee flavor.
Strategy
Recommended
for CCD
