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Marketing of CCD
- 1. Anvi Kapoor |19DM043 Bhagyashri Sathe | 19DM058 Arushi Garg | 19DM050 Group-7 Ananya Rajan |19DM031 Aditya Ashok | 19DM016 Anjani Sharma| 19DM034
- 2. Introduction • CCD ispart of the Coffee Day Group founded by Mr. V.G. Siddhartha. • Revenue for 2018: INR 43.31 Billion It has around 1,722 café outlets in over 200 cities of India with operations expanded outside India in Austria (Vienna), Czech Republic, Egypt and Nepal. • The company is vertically integrated like owning coffee plantations, making its own coffee machines and furniture for outlets.
- 3. Indian Coffee Retail •Revenue in the Non-Alcoholic Drinks market amounts to US$12,415m in 2019. • India is now the world’s 10th fastest growing market for specialist coffee and tea retail chains, valued at Rs 2,570 crore in 2018, says a report by market researcher Euromonitor International. • The café chain market, led by Cafe Coffee Day and Tata Starbucks, is also one of the fastest growing categories in the consumer food service industry, estimated to grow 6.9% a year to Rs 4,540 crore by 2023.
- 4. Segmentation • Age Group16-30 years Targeting • Middle and Upper middle class youth • Students, Executives, Youngsters Positioning • Coffee Bar • Workplace • Medium priced brand STP
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- 6. FOOD BEVERAGE NON-FOOD ITEMS B2B DESERTSCOFFEE COFFEE POWDER BULK ORDERS SNACKS TEA COFFEE MACHINE CATERING SERVICES CAKES SHAKES CUPS & MUGS ADVERTISING SPACE HEAVY FOODS FRAPPE APPARELS CORPORATE ORDERS CHOCOLATE SHAKES GIFT CARDS & VOUCHERS COFFEE VENDING MACHINE LEMONADES ACCESSORIES PRODUCT
- 7. PRICE PSYCHOL OGY PRICING Ex- Rs 59, 69 LOCATION PRICING Ex-Café, lounge PRICING COMBO PRICING PREMIUM PRICING VALUE BASED PRICING
- 8. PLACE CAFÉ COFFEE DAYSTORE: People hangout with friends CAFÉ COFFEE DAY LOUNGE: Premium café from Café Coffee Day targets selected group CAFÉ COFFEE DAY SQUARE: It offers variety of coffee brews from different countries.
- 9. PROMOTION • TVC andprint campaign in 2012. • Co branding with Broadcasting media ex- TV, radio. • Sales promotion activities. a. Combo Deal b. Happy Hours c. Privilege cards d. Redeemable coupons • Social media, ex- Facebook, Twitter, Instagram • Sponsorships with social media influencers.
- 10. Threats • Direct competitors-Starbucks, Costa Coffee • coffee making tools Opportunities • better products with more variety • better interior • can market itself as “meeting point” • fastest growing industry-coffee industry Strengths • products of good taste and quality • youth oriented brand • appeals mass • affordable Weakness • poor ambience and décor • loosing it’s charm because of less or no promotions • lacks strength to maintain brand loyalty • loss due to wrong site selection SWOT ANALYSIS
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- 12. Café Coffee day Café Coffee day lounge Café Coffeeday Square Vending Business Express Kiosks Fresh & ground outlet Café Coffee day The Lounge The Square Coffee day Fresh & ground Coffee day beverages Coffee day Xpress 22 Varieties of freshly brewed Coffee powder Basic Tea Coffee, Light Snacks Coffees & Teas freshly brewed Speciality Coffees, Teas & Fine dining Exotic Teas, Coffees, Mocktails, Internatio nal options Coffees, Teas ,Snacks Beverages
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