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Cafe coffee day brand identity & analysis
- 1. CAFE COFFEE DAY AbhishekSemwal Brand Analysis
- 2. INTRODUCTION • Café CoffeeDay (CCD) is an Indian café chain. It is a subsidiary of Coffee Day Enterprises Limited. Coffee Day serves 1.8 billion cups of coffee annually in six countries • Café Coffee Day Global Limited Company is a Chikkamagaluru, India-based business which grows coffee in its own estates of 20,000 acres • V. G. Siddhartha founded the café chain in 1996 when he incorporated Coffee Day Global, which is the parent of the Coffee Day chain. • The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka http://www.cafecoffeeday.com/ Abhishek * Soucrce – www.Cafecoffeeday.com & wikipedia
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- 4. CONSUMER SUMMARY Abhishek DEMOGRAPHY v CCDis mostly concentrated on Urban & suburban cities v CCD appeals from 20 years to 45 years of college or Middle-income individual v It is also popular among the new entrepreneurs, who have a stable jobs but wanted to start their own company v It is also a popular dating place, hence gives you a space of your own v Place for people staying alone & away from the family PSYCHOGRAPHY v Appeals to Indian lifestyle of having conversation over a cup of coffee, every evening v Convenient to locate, since it is densely located within the city, hence becomes an easy midpoint for a meeting v Premium touch with affordable rates v Placed in between Starbucks &VendorTea stall v Important Dating point for young couples v Young & trendy atmosphere brings a space of joy & enjoyment in a busy, always on the move city VALUE, LIFESTYLE & LOYALTY v Saturation of Café across the city, has created impression & mind availability on the consumer mind v Logjam city & parking space at Café, provides an easy escape from the traffic v conversion rates are higher as CCD is a ubiquitous chain which has created predictability & consumers busy lifestyle has embraces it v Young crowd prefer some hangout place where they can spend quality time v Believes in legacy brand
- 5. vHotTea & Coffee vBakery& Dessert vSeveral options for Coffee &Tea available Point of Parity Abhishek
- 6. v Hangout placeor cafeteria with cool ambience v Free wifi & workstation available v You can use Café to organize a small celebration or client meetings v Payments modes :Wallet/Card/ CCD own mobile wallet v Customer loyalty points through memberships v High saturation in the city, you can locate a CCD in every 500mts v 24x7 run cafes v Cafés among long distance & popular highways v Trendy & cool reputation among younger customer Point of Differentiation Abhishek
- 7. PERCEPTUAL MAP Abhishek Starbucks Chai Point TeaVilla Street tea Seller Home Delivery of Tea Café Coffee Day Tea & Coffee Chain HighPrice Numbers of store - High Lowprice Numbers of store - Low Template by: www.perceptualmaps.com CCD is very well placed as far as prices are concerned, because it is accessible to Middle incomes & number of stores gives it better brand as well as physical presence.This is the reason CCD does very well in Metro cities which has a large number of young & earning customers
- 8. BRAND POSITIONING Cafe CoffeeDay is for fun-loving individuals or friends or more than just friends, who want to share their jokes or story or their hearts . Café Coffee day is the place which gives you warmth & love, a butterfly in the stomach or Idea for your start-up. Because the Coffee is not a coffee until it is made from the beans which are selected with the same warmth & love & brewed with all the care & emotions. Our baristas in 2000 cafes across India & the world, know what you want & when you want. Because we know that a lot can happen over a coffee….. Abhishek
- 9. Abhishek BrandVision : Meltingpoint of Idea,Trust, love, emotions, feelings, fun & conversation which makes memory last longer CATEGORY INSIGHT An ambience created by Café that brings personnel touch, a reminder to meet your old friend or make new friends COMPETITIVE ENVIRONMENT Brands that helps in initiating conversations & exchanges of ideas, trusts & love BRAND & PRODUCT EQUITY Coffee beans from Chickamagalur, roasted till second “pop” sound TARGET Young & young at heart wants to hangout & share the feeling of love & optimism over steaming coffee & endless conversation BRAND HIGHEST GROUND Coffee that starts Conversation that leads to love, trust, Idea & togetherness CUSTOMER INSIGHT In Indian coffee is an important ice breaker, a conversation starter, a lifestyle.,& a moment of trust, & a solace to people staying away from their home & family, leaving alone & hooked to social media. Nobody has time to go out & engage in real world CCD wants to brings them together BRAND AMBITION : to bring people together & start conversation, because a lot can happen over a coffee BUSINESS AMBITION :To be the best Cafe chain by offering a world class coffee experience at affordable prices. BRAND PERSONALITY : Young at heart, loves fun & enjoys meeting strangers & making friends Market PEOPLEBrand
- 10. BRAND MANIFESTO This isfor all those people who believe in the idea of community, who believes that each one of us have a hidden potential waiting to come out, who knows that the world is full of opportunities, the world is waiting for you to come together & change the world like you always have done. Café coffee day provides you an opportunity to indulge & to explore the unhidden treasures lying within you & the person sitting next to you, let us be the icebreaker for you, let us be the fuel for your igniting minds. Our hot brewing coffee prepared by our jedi baristas in 2000 cafes across India & the world, knows what you want & why you want. Because we know that a lot can happen over a coffee….. Abhishek
- 11. Abhishek • The Logo: •The Name: reflect on its origin and address the extent to which your brand name covers the essence of good naming : Naming is simple & represents what it does, where it does & why it does in a single logo o Does it communicate the essence of the brand and the image the brand is trying to convey? In what ways? : Yes, brand name is enclosed in a dialogue box, which is a kind of symbolism for thoughts or speech o Does it allow for brand growth beyond the currently portfolio? How? : NO, as Café Coffee Day restrict it to Coffee Beverage only, though it offers a lot of other beverages, for new customer Café Coffee Day might sound like the Café which can only offer Coffee o Is it unique and distinctive from the competition? : In most of the Cases, Indian Vendors mention Tea or Coffee in their logo hence CCD logo does not differentiate , but when brand compete with Starbucks , It looks like a café chain o What type of name is it? Justify your point of view using the elements covered in the course : It represents what it does, it’s a café chain which offer coffee, its not a metaphor or a Abbreviation though it is also known as CCD among customer, it is more like Rayban or facebook, a café which makes your day by offering coffee • The Overall Look and Feel. o What are the color palettes? : red color in the background depicts a lot of energy & excitement o What are the primary and secondary colors? : Red & the secondary color is white, to create sharp contrast o How do these colors stimulate brand association? : Red color is a sense of excitement & energy , it gives the sense of fun & youngness to the brand o Do they build differentiation for this brand? : Yes entire brand name is placed inside the Dialogue balloon, which represents the complete identity & personality of the brand with red color background giving the excitement around the conversation • Typography. o What typeface is used and why? : letters are placed in different orientation depicting animated conversation
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