This document discusses Cafe Coffee Day, India's largest coffee chain. It provides details about the company such as being ISO 9002 certified with over 11,000 small coffee growers. Cafe Coffee Day focuses on accessibility, affordability and acceptability to attract its target market of young people between ages 16-29 from upper middle class families. The document outlines Cafe Coffee Day's menu, divisions, strategies around advertising and promotions, and plans to expand into new cafe formats to attract different consumer segments.

1. Café
Coffee
Day
A Lot Can Happen
Over A Coffee
56 Pratik Dighe

2.  India's favorite coffee shop where the young at heart unwind.
 A Rs. 750 crore, ISO 9002 certified company
 Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL).
 Asia's second-largest network of coffee estates and 11,000 small
growers.
 Our Coffee goes all over the world to clients across the
USA, Europe and Japan

3. CCD today has become the largest youth aggregator, and from a
marketing stand point, the success has come by focusing on
the 3As: Accessibility, Affordability and Acceptability.”- Bidisha
Nagaraj, the Marketing president of Cafe Coffee Day
“Although demographically, a typical consumer would be male
or female between 15-29 years of age, belonging to middle or
upper middle class, we call our consumers young or young at
heart. We are about juke boxes, good and affordable coffee and
food. The brand fit is with youth or the young at heart. So we
often look out for brands that are aspirational in nature.” –
Sudipta Sen Gupta, Marketing head, Café Coffee Day.

4. Target Market
India
Metropolitan Cities – New Delhi, Kolkata, Mumbai, Chennai
Other Cities –
Pune, Bengaluru, Hyderabad, Nagpur, Nasik, Ranchi, Jamshed
pur, Patna, Lucknow, Allahabad, Jaipur, Agra, etc.
Target Audience
Income Class
A+ Higher Class
A Upper Middle Class
B+ Middle Class
Age Group
16+ Young People & those who feel they are still young

5. PROBLEM DEFINE
 Indian Customer Are Spending
Nearly 51% of Consumption Expenditure On
Eating-out

6. SWOT
1. Company Image
2. Quality
3. Well-developed Strategy
4. Market Share
5. Brand strength
1. Storage
1. Health conscious
2. Changing Social Trend
3. Global hub
4. Market growth
5. Limited Coffee Options
1. Government Regulation
2. Increase in competition
3. Labor Costs
4. Inflation rate

7. Division of CCD
Coffee Day Express (341 Coffee Day Kiosk)
Coffee Day Fresh n Ground (354 Coffee Bean &
Powder Retail Outlets)
Coffee Day Take Away (7000 Vending Mechines.)

8. Menu of CCD
 Espresso
 Espresso Americano
 Cappuccino (hot coffee)
 Kenyan safari (international coffee)
 Cold coffee
 Ice cream
 Pizza, Samosa ,Puff etc

10. Competitors
Starbucks
Costa coffee

11. Direct
Barista
Café Mocha
Qwicky
 Indirect
Mc Donald’
Global
Starbucks
Coffee Bars
Competitors

12. outlet
The first CCD outlet was set up on July
11, 1996, at Brigade Road, Bangalore, Karnataka.[4]
 Following this, CCD crossed over 1000 cafés
throughout the nation by 2011.
They have a minimum of 1270 outlets.[5] The
number increases almost every week

13. Strategies
Main consumer base in the age group -15-29 years
Strategic Alliances
• Levi’s
• HUL
• TVS
• Worldspace Radio
In-film Advertisements
Coffee with Karan
CCD starts coffee with “Stars”
Merchandising
Holiday Guides

14. Strategies II
Advertising
Ads in the media to reach our Target Audience, People who are
young & those young at their heart.
Media – Newspapers, Television, Lifestyle Magazines, Fashion
& Youth Magazines, Radio Promotions – Jingles
Public Relations
Press Releases in the media – Why Cafe Coffee Day?
Establish credibility of the Brand
Media – Newspapers, Television, Lifestyle Magazines, Fashion
& Youth Magazines, Radio Promotions – Jingles
Sales Promotion
Seasonal Offers & Gifts
Gift Vouchers & Hampers
Coupons, etc.
Internet Marketing
Highly interactive portal website –
http://www.CafeCoffeeDay.in
Ads on Most Visited sites

15. Future
Looking at more café formats to try in new outlets.
Sports cafes, Singles’ cafes and Fashion cafes.
Consumer Segments.