CONTENT Introduction Logo USP of the brand Customer profile Mission Present scenario Products offered Formats Competitors Comparison Future avenue
CAFE COFFEE DAY Café Coffee Day is a chain of coffee shops in India having it's head quarters in Chikkamagaluru, Karnataka. A division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), it is commonly known as Coffee Day or CCD. It opened its first cafe in 1996 on Brigade Road in Bangalore Today has the largest cafe retail chain in India - with 750 cafes in 110 cites. It has even tied up with World Space and Micro sense to enable its cafes with satellite radio and Wi-Fi, respectively Café Coffee Day embarked on a dynamic journey to become a large organized retail café chain with a distinct brand identity of its own. From a handful of cafés in six cites in the first 5 years, CCD has become Indias largest and premier retail chain of cafes with 694 cafes in 102 cities around the country.
CAFÉ COFFEE DAY FORMATS Café Coffee Day has been experimenting with café formats for quite sometime. Backed by the motivation of providing customers with exciting choices as well as constantly redefining the café experience, CCD has ventured into the following formats Music café Book café Highway café lounge café Cyber café Garden cafe
CUSTOMER PROFILE The café is a meeting place for 15-29 year olds, both male and female who are served the best coffee by friendly and informed staff, in an uplifting and invigorating ambience. Research shows that teen-agers form 25% of their customers while 38% of the customers are between 20 and 24years and another 23% belong to the age group of 25-29 years. Students and young professional comprise around 72% of their customers. 18% of the customers visit the cafes daily while another 44% visit weekly. Each café, depending upon its size attracts between 500 and 800 customers daily, mainly between 4pm and 7 pm. Customers describe Café Coffee Day as the place they frequent most after home and workplace/college. It is 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 vis a vis other cafes.
LOGO For a brand to stand out and be successful there has to be a personal commitment from staff at all levels. The target customers must identify with it. It should be vibrant and have a life of its own. Liveliness, growth, fun and passion depicts their brand, their customers, their staff and their future – this is embodied in their design and colour. Their LOGO colours embody: Red Square= Leadership, passion White Swirl = Purity of purpose, invigorating properties of coffee Green Stroke = 125 years of coffee growing heritage of this vertically integrated Group
USP OF THE BRAND Affordable Price Coffee – Winner of Platinum, Gold, Silver and Bronze medals at the India Barista Championship 2002 It is urban youngsters favorite hangout. Its customers are mostly young college students and young professionals. It is for those who are young or young at heart
COMPARISON Barista and Café Coffee Day were chosen because of their identical pattern of functioning and growth. They are the only two major players in the national coffee café. Industry, and their customers consider both as interchangeable brands. This is why it is important to study how these brands differentiate themselves from each other, and attempt to improve brand loyalty amongst their customers. Café Coffee Day uses its own brand of Coffee beans, while Barista uses a combination of imported coffee beans and coffee beans from TATA Coffee.
PRESENT SCENARIO In Bangalore there are 6 outlets in a 2 km radius and over all 120 cafes in Bangalore alone. CCD has adapted is to be present in educational institutions and Corporate campuses either in the form of detailed Cafes or its economical model of CCD express. CCD are averaging 500 footfalls per cafe per day. At present, 80% of CCD consumers are in the 15-29 age group. At present there are only five cafe to provide snacks and low- cholesterol meals in an ambience where the music is more subdued At present, CCD have 49 24/7 cafes throughout the country.
Cafe Coffee Day is the largest coffee chain in India with 435 outlets covering 82 cities. The Bangalore based retail chain of cafés, has opened its first Café Coffee Day outlet at Himayatnagar, Hyd. This is Cafe Coffees seventh outlet in the city Café Coffee Day currently has two outlets each in Karachi and Vienna CCD runs 10 highway outlets; 40 outlets in offices like Wipro, Accenture and Infosys which contribute to high revenues due to less capital requirements; colleges, airports, and service apartments
FUTURE AVENUE Indias biggest coffee cafe chain, Cafe Coffee Day (CCD), has just upped its growth target. CCD marketing president Bidisha Niagara says the latest plan is to grow from the present level of 590 cafes to 900 by the end of 2009 CCD planned to end the previous fiscal with 480 cafes, but exceeded it by over 8% and set up 520 cafes CCD plans to have more lounge cafes With 663 stores, CCD is currently on an expansion spree opening between 25 and 30 stores every month. Targeting new geographies and consumer
The coffee chain has decided to create new formats to cater to the same. We are trying to address new consumers, especially affluent adults, and also promote in-house consumption of our brand CCD have announced that they will expand their presence in Pakistan and Austria. and they will open 50 outlets in Pakistan and Austria within the next 12 months involving a cost of Rs 15 crore Besides the overseas expansion, the company is going to take the number of outlets in India from 435 in 82 cities to 700 in 100 cities by the year end. Mumbai, Delhi and Bangalore will take the bulk of the stores but we are also opening cafes in tier-II and tier-III cities like Amravati and Agartala mainly due to saturation in the metros