Professional Documents
Culture Documents
PROJECT
ON
CCD Introduction
STPD (Segmentation, Targeting, Positioning, Differentiation)
Perception Mapping
SWOT Analysis
Competitors Analysis
PESTEL (Political, Economic, Social, Technological,
Legal, Environmental)
7 PCs Ps Service Marketing
Strategies (Distribution, Positioning and Focus
Porters Five Forces
SPANCO (Tangible / Intangible)
Recommendations
Partners
Conclusion
Q&A
References
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Founded in 1996
Pioneer of the caf culture and the first to launch the coffee bar concept in
India
Network strength: 1450+ cafs in 172 cities/towns across India and growing
First to roll out the coffee bar concept in India with its first caf in Bangalore.
Outlets set up are based on the three formats -- cafe, lounge and square.
Menu ranges from signature hot and cold coffees to several exotic
international coffees, tea, food, desserts and pastries and exciting
merchandise such as coffee powders, cookies, mugs, coffee filters, etc. is
available at the cafs
CCD is present in every nook and corner of the country which includes Vienna,
Austria and Karachi and plans to open across Middle East, Eastern Europe,
Eurasia, Egypt and South East Asia in the near future
Coffee Trading
A place where :
Students frequently visit most after home and workplace/college
Friends and colleagues meet n groups of 3 or more
One rejuvenates and are free to be themselves rather than a place to
be seen at
The caf is also the venue for business meetings (23% ), celebrating special
occasions (20%) or just plain Time Pass (57%).
7%
27%
66%
Professionals
Students
S-T-P-D
SEGMENTATION
TARGETING
POSITIONING
Coffee Bar
Fun Place
DIFFERENTIATION
POSITIONING STRATEGY
POSITIONING OF DIFFERENT OUTLET
Caf Coffee
Day
Coffee lovers
Youth
A place for
Hang out
The Lounge
Premium
Cafe
The Square
Exclusive for
Coffee lover
REPOSITIONING CCD
Changing the logo to a Dialogue Box - with the words Caf Coffee
Day, symbolizes a perfect place to relax and dialogue
New Logo
Perception Mapping
Quality of service (High Involvement)
High Price
Low Price
SWOT Analysis
STRENGTHS
WEAKNESS
SWOT
OPPORTUNITY
THREAT
Competitor Analysis
Share of mind
Gloria
Jeans
3%
Starbucks
12%
Barista
17%
CCD
68%
others
6%
costa
coffee
14%
Market Share
Barista
26%
CCD
54%
Competitors
Direct Competitors:
Barista
Cafe Mocha
Costa Coffee
Beyond Coffee
Gloria Jeans
Minerva Coffee Shop
Indirect Competitors:
McDonald
Haldirams
Global Competitors:
Star Bucks
Political
Economic
PESTAL
Social
Technological
Environmental
Legal
7 Ps of SERVICE MARKETING
PRODUCT
PRICE
PHYSICAL
EVIDE
PLACE
PEOPLE
PROMOTION
PROCESS
SERVICE PRODUCT
Core Product
Experience
Supplementary services
Wide range
Merchandising
Ambience
Delivery
SERVICE FLOWER
Facilitating Services
Information
Payment
Billing
Order taking
Information
Menu
Website
Payment
Credit Card
Cash
Privilege Card
Order Taking
Assisted by the
attendee
SERVICE FLOWER
Consultation
Enhancing Services
Consultation
- Assistance
Hospitality
- Food & Beverage
- Music
- Wi-Fi
- Washrooms
Safekeeping
- Credit Card Security
- Parking
Hospitality
Expectations
Safekeeping
Expectations
- Happy Hours
- Privilege Cards
PRODUCT PORTFOLIO
Product Mix Width
Cakes
B2B
Coffee Powder
Bulk/ Corporate
Orders
Coffee Machine
Catering
Services
Coffee Vending
Machines
Chocolate and
cookies
Advertising
Space
Beverage
Coffee
Tea
Chocolate Shakes
Sundaes
Frappe
Heavy Foods
(in Lounges)
Apparel &
Accessories
Gift Cards &
Vouchers
PRODUCT
PRICE
PHYSICAL
EVIDE
PLACE
PEOPLE
PROMOTION
PROCESS
PRICING STRATEGY
PSYCHOLOGY PRICING
Pricing the product as Rs 69, 79, 59 etc. rather
than in the multiples of ten to give a feel that
the product less priced
LOCATION PRICING: On the basis of outlets, prices
have been positioned
Caf
Lounge
Square
COMBO PRICING
Clubbing up two or more products on special
occasions
PRICING STRATEGY
PREMIUMS PRICING
Adding things like cream, chocolate sauce
and positioning as a premium coffees
PRODUCT
PRICE
PHYSICAL
EVIDE
PLACE
PEOPLE
PROMOTION
PROCESS
PLACE
Strategically located outlets
Kiosks in offices
Coffee machines in college canteens
Types of Stores
The Lounge
The Square
PRODUCT
PRICE
PHYSICAL
EVIDE
PLACE
PEOPLE
PROMOTION
PROCESS
PROMOTION
Started TVC and Print campaign at the end of 2012
Co Branding in Movie and TV serials
Sales Promotion Activities
Combo Deal
Happy Hours
Privilege cards
Redeemable coupons
Through Interactive Media
Held Contest around a Very Popular Programme
Tie up lot of youth brands
CONTESTS @ CAFES
Contests have been activated through leaflets/contest forms
given out with the menu-card /bill folders
Drop boxes, which also add to prominent visibility, are used to
collect all entries to the contest
ON THE WALL
The most imposing branding option within a cafe for visual communication
with minimal amount of text
EDITORIAL COVERAGE
PRICE
PHYSICAL
EVIDENCE
PLACE
PEOPLE
PROMOTION
PROCESS
PHYSICAL EVIDENCE
Ambience
Different ambience the look and feel
for different outlets
Shop Colour
Violet for Caf coffee day shops
Sea green for Lounge
Brown for Square
PRICE
PHYSICAL
EVIDE
PLACE
PEOPLE
PROMOTION
PROCESS
PEOPLE
Dressed in a particular uniform
Soft spoken, friendly behaviour
Customer Engagement Activities
Special Offers on Occasions
(Birthday, Valentine day, Friendship day
etc.)
Online Contests
Happy Hours
PRODUCT
PRICE
PHYSICAL
EVIDE
PLACE
PEOPLE
PROMOTION
PROCESS
PROCESS
PHYSICAL
EVIDENCE
PROCESS AT CCD
CCD
exteriors
SUPPORT PROCESS
(On Stage)
(Back Stage)
CONTACT PERSON
CUSTOMER
Customer
Arrives at
CCD
CCD interiors
Ambience
Interior design
Customer
walks -in
Furniture
Menu
CCD boy/girl
Goes to the
table
Views
Menu card
Places
order
Delivery
CCD boy/girl
Tray
Food & drinks
Sits
Chats
Waits
Order
received
Eats
Requests
for bill
Exit way
CCD exteriors
Makes the
payment
Leaves
Line of interaction
Greeted by
CCD boy/girl
Takes order
Delivers
the order
Accepts
request
Hands over
the bill to
the customer
Line of visibility
Informs about the
order placed
Receives Food/Drink
Data entry
Billing system
Processes bill
Bill
generated
CHARACTERISTICS OF SERVICES
Intangibility
Experience
Taste of Coffee
Inseparability
Service provided
Perishability
Availability of tables
Heterogeneity
Ambience of different outlets
Narrow
Many
Few
Wide
Service focused
Unfocused
Caf Coffee Day Premium CCD cafe outlets
Cafes (Lounges)
Fully focused
Market focused
Caf Coffee Day Square CCD Xpress (Kiosk)
an exclusive coffee bar
Buyers
Power
(HIGH)
Industry
Rivalry
Threat of
Substitutes
(HIGH)
(HIGH)
Supplier's
Power
(LOW)
P - Prospect / Profit All college /school going Students, Kitty goings groups and
business customers. Same price as other notable brand Better taste and crispness
Value for Money
- Closing / Core need Offer good services and quality product. Clear cut
differentiated product Existing network of distribution
Recommendations
1.
2.
3.
4.
PARTNERS
Conclusion
1.
2.
3.
4.
The other major things regarding service marketing is that customers give
top priority to the quality of the services / products and ambience.
5.
6.
A lot can happen over coffee message has touched the hearts of
youngsters who are the largest consumers of C.C.D.
?
ANY QUESTIONS
References
Personal experiences
http://www.casestudyinc.com/coffee-day-brand-strategy-india
http://www.pr-inside.com/india-food-and-drink-report-qr2164244.htm
http://en.wikipedia.org/wiki/Marketing
http://www.cafecoffeeday.com/
http://www.barista.co.in/users/index.aspx
www.slideshare.com