Café Coffee Day is a coffee chain founded in 1996 in the United Arab Emirates with the mission to offer world-class coffee experiences at affordable prices. It has grown to 83 outlets across 7 Emirates and has also expanded to Cairo, Kuwait, Doha, and Khartoum. Café Coffee Day sources coffee from 5000 acres of coffee estates in the Middle East. Its main target customers are youth aged 15-29, especially students and young professionals, as it aims to be a "third place" away from home and work.

1. Palm Jumeirah, Dubai
04-4144581
www.CCD.ae
Café COFFEE DAY
"A lot can happen over coffee"...

2. Mission statement
• Mission:- “To be the best Cafe
chain by offering a world class coffee
experience at affordable prices.”
• Vision:- “To be the only office for
dialogue over a cup of coffee.”

3. Company Overview
• Founded in 1996 by Mr. Mohammed Shani
• Headquarter in Dubai & ISO 9002 certified company
• First Café at Bustan Road, AbuDhabi in 1996
• 83 outlets across 7 emirates of UAE
• Recently expanded their outlets in Cairo, Kuwait, Doha and
Khartoum
• First to launch the ‘coffee bar’ concept in UAE
• Coffee day sources coffee from 5000 acres of coffee estates,
the second largest in Middle East

4. Competitors
• Direct Competitors: Coffee World
and Barista Cafe.
• Indirect Competitors: McDonalds,
Ihop.
• Global Competitors: StarBucks,
Costa coffee.

5. Industry Analysis
•Middle class and upper middle class youth
•Students, House wives and youngsters
•People who value a great cup of coffee
•Seeks to target not just the youth but
anyone who is "young at heart”.
•Medium Price Band
“Third Place" away from the home and college
or workplace for the young and the young at
heart.
Café Coffee Day has its main consumer base
in the age group of 15-29 years.
SEGMENTATION TARGETING
POSITIONING

6. Based on
Market
Research
• 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
9%
13%
21%
35%
24%
Age Group
Above 30
Below 19
16-19
20-24
25-30
27%
66%
7%
Married Students others

7. Marketing Plan
Product
• Wide range of products
• Eatables adopted to Arab
taste buds like Knafe,
Basboosa, Mhalabiya etc.
• Arabic taste along with
classic coffee.
Price
• Affordable price- (20 to
200)
• Price of a cup of coffee is
(20-50)
Place
• Strategically located outlets
(High Street/ Family
Entertainment Centres and
near Highways)
Promotion
• Word of mouth publicity
• Café Citizen Cards
• Barter deals with other
brands

8. Prepared by:
Vayan Emad Eldin
Shereen Khafagy
Under the supervision of:
HOD Lekha
Sunanand