1. BRAND POSITIONING OF CAFE COFFEE DAY

2. Brief History Founded by V.G. Siddhartha in 1996.
The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka.
First it was opened as a cyber cafe.
Café Coffee Day has become India's largest and premier retail chain of cafes with an advantage of being vertically integrated.

3. The changing of the logo

4. The new logo which appears creates a greater conversational affect among audiences.
The old logo acted as a symbol which signified CCD as a one-stop chat and enjoyment center.
The new logo was incorporated with a view to make CCD a complete social hub experience.
The change in the logo comes is the immediate aftermath of the rising competition in the market segment like Tata Starbucks, Barista etc. in 2010.

5. “We are aware for Indian taste buds and our pricing is always economical so even if any other players come in it won’t disturb.”
Simran Seblok
GM (mrktg.)
Café coffee Day

6. Coffee day Divisions CCD CCD Lounge CCD Xpress CCD Fresh n Ground
CCD Square
CCD Exports
CCD Beverages
CCD Perfect

7. Positioning based on competitors
CCD was positioned to fill the price gap between a local store and a five star hotel.
Its price range was such that its products could be afforded by young people who want to just hangout.
The pricing also ensured that it could have a significant presence not only in Tier 1 but also in Tier 2 and Tier 3 cities.

8. CCD has marketed itself as a smart, simple space that they could call their own for a while… sit down, talk and listen to conversations, hold short meetings or even have a lot of good fun…all over steaming cups of coffee.
Marketing Mix of CCD
Product: Different varieties of coffee, tea and snacks.
Price: Ranges from Rs. 60 to Rs. 300.
Place: cafes across 200 cities/towns across India.
Promotion: Promoted as a place where conversations happen and through digital media and television advertisements.

9. Identifying the competitors

10. How the competitors are perceived
BRAND NAME
BARISTA
TATA STARBUCKS
USER PROFILE
Mature affluent customers
Corporate people
PRODUCT
Coffee, tea, food items
Coffee, tea ,food items
PRICE
Same as CCD; varies from place to place
Premium and same through out
PLACE
Tier 1 and Tier 2 cities (180 outlets)
Tier 1 cities
(49 outlets)
PROMOTION
Sponsorship, digital media, radio, press
Press, digital media, word of mouth

11. Positioning based on Competitors CCD The Square
CCD The Square is positioned as a premium brand that sell exotic coffee such as Ethiopian Sidamo, Columbian Supremo etc as well as having a menu ranging from Italian Pizza to Burmese Soup.

12. CCD The Square is about the absolute coffee connoisseur and does not serve tea.
Marketing Mix of CCD The Square
Product: Serves single-origin coffees - classic beans sourced from a single estate in a single country across the world and variety of extravagant meals.
Price: The price is atleast double that of the products available in general CCD outlets.
Promotion: It is promoted mostly to corporates who can book it while making a deal and for corporate parties.
Place: Present in select cities and has only 4 outlets; 1 in Bangalore, 1 in Chennai and 2 in Delhi

13. CCD The Lounge
CCD The Lounge is positioned midway between the regular cafes and the premium Square format as an expressive, explorative space for affluent experimental coffee drinkers.

14. Between CCD The Lounge and CCD The Square formats, the difference lies in treatment.
Marketing Mix of CCD The Lounge
Product: Serves coffee, which can be brewed at the customer’s table, is paired not just with fast food but also with gourmet cuisine.
Price: Lounge is about percent more expensive than a CCD outlet.
Place: Lounge would be seen at  the airport or a premium mall. 50 outlets spread across key cities.
Promotion: It's USP is a live kitchen and alternate brewing techniques. It is promoted mainly to high paying customers.

15. Positioning Based on use Situation
CCD Xpress
XPRESS Outlets are positioned as an efficient coffee outlet which caters to a population on the go and in a hurry. It serves piping hot coffee that lets you perk up, when you need a 'zing' to life.
Its brand positioning is such that it caters to efficient and energetic custom.

16. Xpress Outlets branded it self as smarter and more efficient way of staying ahead of times.
Marketing Mix of Xpress Outlets
Product: Sells fresh coffee that can be made anytime and anywhere.
Price: Mostly along the lines of the major CCD outlets.
Place: Packaged in an area of just 60 square feet and present in Shopping malls, Supermarkets, Multiplexes, Corporate-offices, Airports, Railway stations, Depots, Petrol pumps, Parks, Educational Institutions etc.
Promotion: Present in all the key city spots. 'Wherever you go, I am there'…that's the motto.

17. Café coffee day Merchandizing
Caps
T-Shirts
Bags
Mugs
Coffee Filters
Coffee Powders
Coffee Mints‡
Pens

18. Determining Competitor Position
Brand value
High
Low
Price
High
Local Cafes
Low

19. Analysing The Market Brand Value High 5% of total 60% of total
Low
Price
High
LOCAL CAFES
20% of total
Low

20. POPs & PODs COMPANY NAME (LEADER) PODs POPs COMPANY NAME (CHALLENGER)
LOCAL CAFES
AVAILIBILITY
MENU,
PRICES
CCD
REACH,
VARIETY
BARISTA
REACH,PRICE,
DIVERSE CUSTOMER BASE
MENU
TATA STARBUCKS

21. THANK YOU