CCD is India's largest coffee chain with over 1350 cafes serving coffee and food. Their target customer is aged 15-29, mainly students and professionals.
The consensus map shows associations customers have with CCD and Barista coffee chains. CCD is associated with relaxing interiors, meeting friends, and enjoying solitude. It is not seen as expensive. Barista is strongly associated with coffee quality attributes like aroma, color, and ingredients, as well as giving a sophisticated image.
To strengthen CCD's brand, the presentation recommends they sample new strong coffee flavors to loyal customers to build appreciation for coffee quality, which is currently a weak association. This will help maximize their reach to customers who prefer high
How would you like your brand to join conversations of over 300000 young people who spend over 45 minutes at our 900+ cafes every day? At Cafe Coffee Day we're all about making the circle bigger, so get in touch with us to see how you can get in touch with those who matter to you!
Visit www.cafecoffeeday.com for more details.
Cafe coffee day - Ideas to action from rajatRajat Chaddha
This is a small collection of ideas which I think can help CCD to make it an even more integral part of the lives of youth, generate footfalls, work towards strengthening its brand positioning, act as barriers to entry for the new Indian and Foreign players sprucing up in the space and help to solidify its
position as a futuristic brand.
How would you like your brand to join conversations of over 300000 young people who spend over 45 minutes at our 900+ cafes every day? At Cafe Coffee Day we're all about making the circle bigger, so get in touch with us to see how you can get in touch with those who matter to you!
Visit www.cafecoffeeday.com for more details.
Cafe coffee day - Ideas to action from rajatRajat Chaddha
This is a small collection of ideas which I think can help CCD to make it an even more integral part of the lives of youth, generate footfalls, work towards strengthening its brand positioning, act as barriers to entry for the new Indian and Foreign players sprucing up in the space and help to solidify its
position as a futuristic brand.
As a pat of my Business Communocation Studies I havd to prepare a presentation on Branding and I chose this topic about, how the branding of ccd (cafe coffee day) was kick started by the company in India. (Information provided in this presentation is a work of my research and through internet sources, it may vary to the minutest possibility from the original ones)
As a pat of my Business Communocation Studies I havd to prepare a presentation on Branding and I chose this topic about, how the branding of ccd (cafe coffee day) was kick started by the company in India. (Information provided in this presentation is a work of my research and through internet sources, it may vary to the minutest possibility from the original ones)
Notes on Central Asian History during 200 BC and its effects on later history, Role of Yuezhi migration in Ancient History of Central Asia, settlement of Yuezhi after migration and various theories about current form of Ancient Yuezhi tribe: (Gurjar/Gujjar/Gujar/Gusar/Gusur/Khazar/Ughar/Gazar/Gusarova)
Ce jeudi 10 Décembre 2015 au Bantuhub, Lynelle Mbobi a animé une soirée sous le thème "Entreprise : de l'idée à la création,conseils pratico-pratiques"
Cafe Coffee Day is a popular brand in India. I have been its customer for years. As part of an Online Project on Brand Identity & Strategy, I investigated the Customer & Category Insights of chain to understand the specifics about Brand positioning & Brand personality & Identities shaped
Coffee Culture in India (Industry Analysis)Aaditya Nagpal
This presentation was presented by me and my two friends for the subject Industrial Policy Planning.
It is about the indian coffee shop industry focusing on Cafe Coffee Day and the competition it faces
Marketing plan for healthy coffee. This coffee is made of wheat and contain no harmful effects of caffeine. Discusses the USP, segmentation, Positioning, Targeting 4Ps, Financial outlook and Risks.
Starbucks, a leading specialty-coffee brand and coffee store chain based in the US was founded in 1971 by Gerald Baldwin, Gordon Bowker, and Ziev Siegl.
In 2002, Starbucks had achieved a CAGR of 40% since its IPO and owned approx 5000 stores
Its competitors range from small-scale specialty coffee chains to independent specialty coffee shops, and donut and bagel chains.
Further growth in untapped national and international markets and unreached saturation levels.
Steve Moskowitz - Nespresso Marketing B2B Marketing CamapaignSteve Moskowitz
I earned a certificate in digital marketing from NYU in Summer 2015. This marketing plan was part of the coursework needed to complete the certificate. My team found a new sales channel for Nespresso coffee and explored marketing avenues.
Level 1 Octalysis Certificate - Felipe Munoz-Jaramillo - EM CoffeeYu-kai Chou
Felipe Munoz-Jaramillo is our latest Octalysis Primer who attained his Level 1 Octalysis Certificate. His submission covers the experience provided by a coffee brand from Medellín, Colombia.
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