Brand Strategy - Cafe Coffee Day
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The strategic recommendation after our analysis is that if products and services are designed in congruence with customer’s needs and personality then it leads to brand loyalty. So, we crawled all social media platforms, gathered clips and produced the following PPT over the last few nights with coffee from CCD as a recommendation as for how Cafe Coffee Day should be.
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Brand Strategy - Cafe Coffee Day
- 1. BRAND STRATEGY CAFÉ COFFEE DAY
- 2. PreviousNext 2 BACKGROUND ARCHITECTURAL CHANGES • 20 years ago, in 1996, that Café Coffee Day was started by V.G. Siddhartha, in Bangalore • Initial investment of ₹ 1.5 crore, V.G. Siddhartha opened the first CCD outlet in one of the busiest and poshest localities of Bangalore, Brigade Road • More than 1500 cafes spread across 209 cities across India, Café Coffee Day is India's largest coffee chain. • International presence in Austria, the Czech Republic and Malaysia. • CSR: The CCD group also takes special care of the tribe that handpicks the coffee beans in the Kathlekhan estate. A school and a hospital is run by the estate for the people and free electricity is provided to all the homes. KAPFERER ARCHITECTURE SURVEY SUGGESTIONS
- 3. PreviousNext 3 SENDER RECEIVER PHYSIQUE RELATIONSHIP REFLECTION PERSONALITY CULTURE SELF-IMAGE BACKGROUND ARCHITECTURAL CHANGES KAPFERER ARCHITECTURE SURVEY SUGGESTIONS INTERNALISATION EXTERNALISATION Logo Fancy Seating Contemporary Youthful Late night service Discounts Trendy Full of Warmth Sincerity Professionalism Up-To-Date Classy
- 4. PreviousNext 4 Accessibility Affordability AcceptabilityValue Proposition Working Professionals College GoersSegmentation Good taste at affordable prices, In-house sourcing of beansBrand Pillars Affordable Luxury, Perfect blend of classic coffee & Indian TasteKey Brand Benefits All Day Snacks & BeveragesPortfolio Offering A Lot can Happen over Coffee- peppy place to talk it all outReason to Believe BACKGROUND ARCHITECTURAL CHANGES KAPFERER ARCHITECTURE SURVEY SUGGESTIONS
- 5. PreviousNext 5 I have switched to other coffee shops like Starbucks because CCD felt overpriced with the limited variety they have! All my friends usually want to go out at 1AM and have a sip of coffee but that just seems impossible as all places shut by then! I don’t see CCD apart from their outlets so first name for coffee that comes to my mind is Starbucks. Probably, they should brand themselves more… I always crave a good breakfast place but CCD never comes to my mind for that. Do they have breakfast? I’m not even sure of that. BACKGROUND ARCHITECTURAL CHANGES KAPFERER ARCHITECTURE SURVEY SUGGESTIONS
- 6. PreviousNext 6 BACKGROUND ARCHITECTURAL CHANGES KAPFERER ARCHITECTURE SURVEY SUGGESTIONS Morning Breakfast • Why? • Lesser footfall during morning • English breakfast, salads, oatmeals, juices, coffee/tea, waffles & pancakes • Pricing: Competitive pricing with initial price of all dishes at 69/- for 10days • Promotions: • Bring your parents and get a discount% of half your age (every Wednesday), only for individuals above 15years • From our tracking app, if you have walked 1500 steps when you come to CCD between 7-11am you will get a salad bowl free with your order of minimum 150 INR CCD on wheels • CCD trucks with real time tracking through CCD app and push notifications through association with internet service providers • Product: • Ready to eat – sandwiches • Coffees, Frappes and most items of the menu • Price: • Differential pricing for the truck • Promotion: • Staging local events • Tie-up with society apps • Word of mouth • The truck will mostly cover the areas outside the 3km radius of the café. Lifespaces and Workspaces • Product: • Living spaces: Bedside cutlery, Vending Machines (complementary products) • Co-working spaces: • Price: Contract pricing • Promotions: • Coupons for staying at hotels • Corporate Date: Sponsor me… (Office Ranking) • Coupons - Gift your employee Breakfast go-to place Great minds drink alike Corporate Adda “ “
- 7. PreviousNext 7 BACKGROUND ARCHITECTURAL CHANGES KAPFERER ARCHITECTURE SURVEY SUGGESTIONS Accessibility Affordability AcceptabilityValue Proposition No Segmentation PoliciesSegmentation Good taste at affordable prices, In-house sourcing of beansBrand Pillars Affordable Luxury, Perfect blend of classic coffee & Indian Taste, Customer CentricityKey Brand Benefits All Day Snacks & Beverages, Breakfast Menu, Ready-To EatPortfolio Offering A Lot can Happen over Coffee- peppy place to talk it all outReason to Believe
- 8. PreviousNext 8 For promo video, visit: https://youtu.be/awZVOr4FuZc
- 9. THANK YOU