Café Coffee Day is India's largest coffee chain with over 1450 cafes across 172 cities. It attracts a large youth customer base between the ages of 15-45 who spend on average 45 minutes at the cafes. Research shows that customers come to CCD primarily to socialize with friends rather than just for the coffee. The document discusses how CCD can be leveraged as an alternative marketing medium to connect with this youth audience through in-cafe promotions, sampling, contests, and other engaging activities. Examples are provided of past campaigns by brands like ITC, Metro Now, Hershey's, Wrigley's that were successful at their objectives through CCD activations.

1. PARTNERING TO SCRIPT
SUCCESS STORIES!

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

3. UNDERSTANDING CAFÉ COFFEE DAY
 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: 1450+ cafés in 172 cities/towns across
India and growing

4. WHY CAFÉ COFFEE DAY
 Average Footfalls: 300 per café per day
 Average dwell time at café: 45 minutes
 Meeting place for 15-45 year olds
 The place they frequent most after “home and
workplace/college”.
 A place where they meet friends and colleagues,
 In groups of 3 or more
 A place where they rejuvenate and are free to be themselves
rather than a place to be “seen at”

5. IN-HOUSE RESEARCH DATA
 Research shows that while our customers
“We go to Café come to us for our products, a substantial
Coffee Day everyday amount of our customers come to “Hang out”
after college. It’s our with friends.
adda where we make
all our plans – love,
 The café is also the venue for business
life and otherwise”
meetings (13% ), celebrating special
occasions (10%) or just plain “Time Pass”
(17%).

6. YOUTH BEHAVIOUR
 Strong Voice in household purchases
 Make consumption related decisions in company of friends
 Consumption areas: Personal clothing & accessories,
food, entertainment, consumer durables
 Influencers: Peer group, workmates.
 Tech Savvy
 Access to large amount of money to spend
 Likes to seen at the right place
 Socially Active
 Hangs out at cafes/malls
 Looking for a good lifestyle
 Looking for a multiplicity of experiences

7. YOUTH BEHAVIOUR
 Aspiration led purchases
 Seeks 'feel-good factor' and expression of identity through
choice of brands consumed. But is also value conscious.
 Spending Power: Rs 7,000-40,000 p.m.
(Sources – a) Ernst & Young Study – Yousumerism 2008 &
b) Bates 141 study - 3 generations, 1 big market 2008)
Opportunity: To keep innovating so your brand is relevant and
trendy.

8. KEY TARGET AUDIENCE
 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. SEX RATIO & MARITAL STATUS
There is a definite skew towards singles:
66% singles, 27% married & 7% others.

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. CAFÉ COFFEE DAY
The preferred medium for the alternative marketing needs

12. A COMPARISON
Traditional Media Vehicles
 Brand communication through traditional
modes only: visual & audio modes
 Heavy spillovers
 High clutter levels
 High cost per contact
Café Coffee Day
 An interactive alternative media
 Targets the ‘young at heart’.
 High on engagement
 Low cost per contact for a filtered TG

13. CCD: LEVERAGE-ABLE STRENGTHS
Vis-a-Vis Reminder medium
 Lucrative base of 3 million young consumers (15-30 yrs). No other reminder
medium can boast of such a focused TG delivery.
 Distribution : 1450+ cafes spread across 172 cities. A definite advantage
compared to medium like Radio and Cinema.
 Dwell time: Though other mediums could talk of higher time spent on the
medium, ad communication is much limited to a few seconds. Vis a Vis
communication is effective for the complete dwell time at CCD.
 Engagement: Trials, customized communication.
Vis-a-Vis BTL medium
 Focused TG (as against mall activations or road shows).
 Uninterrupted OTS, due to high dwell time and continuous visibility of
communication.
 Captive audience, as against other diversions at malls or road shows.

14. THE OFFERING
 3.6 million consumers per month.
Relevant  80% of these in 15-30 yrs age group
 Cumulative monthly disposable income of
Reach 2160 crores
Uninterr  Least opportunity of consumers to switch
upted communication.
OTS
 No attention diverters.
 Relaxed frame of mind.
Captive  Open to engaging with the communication.
audience  45 minutes of uninterrupted dwell time.
 Unbeatable 800+ cafes, 120+ cities
Network  Covering Tier 2 & 3 towns as well.
Unique
creative
concepts

15. THE INTANGIBLE BENEFITS
 Research shows Café Coffee Day to be perceived as the
home away from home.
 The distinctly segmented Target Group is with friends &
colleagues (key reference groups)
 Relaxed and in a receptive mood, having a good time…
having fun!

16. CAFÉ COFFEE DAY OFFERS THE MARKETER:
 An opportunity to convert a typical mass media campaign to
a 360 degree communication endeavor
 Uncluttered and consistent presence in a highly innovative
manner

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

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.

20. CCD ACTIVATION
 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”
 Topics chosen:
 “Old enough to get married have a child but not old enough to
Drink??”
 “Safe Premarital sex v/s moral issues”
 Age - 47 SRK is the superstar & heartthrob of the youth…??
 “Love at first sight”
 The schedule was announced on tent cards, leaflets,
danglers and standees in 40 cafes in Delhi/NCR.
 A professional MC conducted the event at all the 10 cafes.
 The best views won prizes and got aired on Metro Now

21. EDITORIAL COVERAGE

22. EDITORIAL COVERAGE & ADS

23. WHAT’S ON THE MENU FOR YOU…
The CCD Platter!

24. ON THE TABLE: STICKERS & TENT CARDS
Tent Cards are the chosen element in the cafes since
they are all about “I am here, you cant miss me”

25. WITH THE FOOD: SIDE MENU CARD

26. CONTESTS @ CAFES
 Contests have been activated through leaflets/contest
forms given out with the menu-card /bill folders
 Drop boxes, which also add to prominent visibility, are used
to collect all entries to the contest

27. ON THE WALL
The most imposing branding option within a cafe for visual
communication with minimal amount of text

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

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

30. OUT OF THE BOX IDEAS
 CCD will work with brands to give a creative solution
(within parameters)
 Let your imagination decide your campaign

31. OUR PARTNERS

32. CAMPAIGN – MANDATORY POINTS
 50 % of the total invoiced amount to be paid before the start
of the promo, rest to be paid half way through the campaign
 All expenditure incurred on designing , creating and logistics of
collaterals are to be borne the third party
 The collaterals to be sent directly to the cafes. Please share
with us the soft copies of the collaterals to be displayed in
CCD for approval by CCD before sending for print
 All collaterals to be displayed in CCD would need to carry a
CCD logo on them
 All Collaterals are to reach the cafes at least 2 – 3 days prior to
start of promo so that there is enough reaction time at the
cafes
 Taxes extra as applicable

33. Surely, A Lot Can Happen Over Coffee…!!!