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Cafe Coffee Day
This document provides information about Café Coffee Day (CCD), India's largest coffee chain. It discusses that CCD has over 1481 cafés across 200 cities/towns in India, with an average of 300 customers per café per day. CCD was also named "India's most popular coffee joint" in 2011. The document then discusses CCD's target audience, positioning, segmentation, distribution channels, branding and communications strategies.
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Cafe Coffee Day
- 1. • India's largestcoffee 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: Over 1400 cafés in 200 cities/towns across India and growing • Average Footfalls: 200 per café per 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: Over 1481 cafés in 200 cities/towns across India and growing • Average Footfalls: 300 per café per day •The Indian Hospitality Excellence Awards also named it "India's most popular coffee joint" in 2011. INTRODUCTION
- 2. Delivers the order Data entry SUPPORTPROCESSCONTACTPERSON (BackStage)(OnStage) CUSTOMER PHYSICAL EVIDENCE Prepares Food/ Drinks Informs about the order placed Customer Arrives at CCD Customer walks -in Line of interaction Line of visibility Line of internal interaction CCD exteriors Views Menu card Goes to the table Furniture CCD interiors Ambience Interior design CCD boy/girlMenu Places order Sits Chats Waits Makes the payment Leaves Requests for bill Greeted by CCD boy/girl Takes order Order received Eats Receives Food/Drink Accepts request Hands over the bill to the customer Bill generated Billing system Processes bill Delivery Tray Food & drinks Exit way CCD exteriors CCD boy/girl SERVICE BLUEPRINT - CCD
- 3. •Middle class andupper middle class youth •Students, House wives, executives and youngsters •People who value a great cup of coffee •CCD seeks to target not just the youth but anyone who is “young at heart”. •Medium Price Brand •1481 outlets in 200 cities •Strong and Stable Parentage •Right Locations •Place a cafe in every possible location where some business can be generated. •To be present in educational institutions and corporate campuses •“Third Place" away from the home and college or workplace for the young and the young at heart. •Coffee Bar •Fun Place •Home and Workplace Café Coffee Day has its main consumer base in the age group of 16-30 years. TARGETING POSITIONING DIFFERENTIATION SEGMENTATION S-T-P-D
- 4. Key Target Audience • Majorchunk 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 Above 19 16-19 20-24 25-30 27% 66% 7% Married Students others
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- 6. •Easy accessibility There isa Cafe Coffee Day outlet in every major city in India and are easily accessible. •Rural area locations Customers in the smaller communities also enjoy good quality coffee and snacks at affordable costs because the Cafe has set up outlets in the rural areas in India. •Distributors The coffee produced on the Cafe’s farms, are distributed through wholesalers and retailers to customers who wish to use the coffee at home. Distribution Channel Strategy
- 7. Branding Communication • ThroughInteractive Media • Held Contest around a Very Popular Programme- • Friends • Tie up lot of youth brands
- 8. Café Coffee DayMedia Vehicles
- 9. Treat customer. fairly Cultivaterelationship with customer Learn from recovery experience Fail-safe the service track complains CUSTOMER RELATIONSHIP MANAGEMENT
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