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Integrated marketing communications

strategy of Caf coffee day


A study of the effect that marketing
communications has had on BRAND CCD
Introduction to CCD
Caf Coffee Day (Popularly known as CCD) is an Indian caf chain
owned by Amalgamated Bean Coffee Trading Company (ABCTC)
Based in Chikmanglur, Karnataka
It is headed by Mr. V.G.Siddhartha, who is the Founder and Director
Started as a retail restaurant arm of ABCTC in 1996
The first CCD outlet was set up on July 11, 1996, at Brigade Road,
Bangalore, Karnataka
As of May 2014, there are 1650 outlets across 28 states of India
Have outlets outside India in Karachi, Vienna, Dubai and Prague
ABCTC group revenue stands at Rs. 2000 crores of which
approximately Rs. 650 crores is contributed by CCD

Target Audience of CCD
Earlier CCD used to focus on the age
group of 15-35 years as their target
audience
Now as per the latest internal research
carried out by CCD, they observed that
major chunk 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
66% people visiting CCD are single and
52% are female

9%
13%
21%
29%
28%
Customer Age group who visit
CCD
Above 30
Above 19
16-19
20-24
25-30
23%
20%
57%
Reasons for visiting CCD
Business
Meetings
Celebrating
special
occasions
Hang out
Understanding the
brand elements,
positioning and
personality of CCD
Analysis of the
difference between
intended and perceived
brand elements,
personality and
positioning of CCD
A brief look into the
brand identity of CCD

Objective
Scope
We restricted our study
to the 3 Caf Coffee Day
stores in Ranchi.
A primary survey was
conducted with
questions pretaining to
physique, personality,
culture, self image,
reflection, relationship
with CCD
Secondary research was
carried out for
supporting data

Research Methodology
to understand the perceived understanding
of the brand (the decoded message)
Kapferers brand identity prism was used
for framing the questionnaire
The study has attempted to check the
brand recognition of CCD among the
customers.
an interview with the store salesmen and
manager was also attempted
Primary
research
to analyse the marketing communication
strategies adopted by CCD.
the intangible brand identity that the
company wishes to convey was obtained.
https://www.youtube.com/watch?v=G6BF4K
Ll2hQ
Secondary
research
Personality
Q3. What personality type
describes CCD?
Q4. What aspect of CCD makes
you like it?

Culture
Q5. What is the type of culture
that CCD conveys to you?
Q6. Which of these would
describe CCD the best?
Self image
Q7. Which category do you
identify yourselves with?
Q8. Which of these do you agree
with the most?
Reflection
Q9. How do you view the ideal
CCD customer to be?


Relationship
Q10. How much do you agree
with these statements?
Q11. How would you view your
relationship with CCD so far?
Physique
Q1.What colour first comes to
mind when you think of CCD?
Q2. What symbol first comes to
mind when you think of CCD?
In order to understand how customers actually perceived
CCD as a brand, and to gauge the extent to which CCD
was able to sync its intended positioning with the target
audience, we used the Brand identity prism by Kapferer.
This framework was used to develop the questionnaire
and accordingly gauge customer perceptions in a
structured manner such that conclusive and pertinent
results could be arrived at.
The justification for using this framework was that Brand
Identity may take an abstract form depending on the
person being interviewed and make it more difficult to
analyse the results,thus undermining the purpose of the
research.
The intention was to capture their responses and bundle
them to different attributes of the Brand Identity Prism.

Intended positioning
Kapferers Brand identity prism
The Brand Identity Prism is a hexagon where each corner is a facet of the Brand
Identity.
Brand
identity
Physique: Tangibles or logo/ symbols
that facilitate a recall upon stimuli.;e.g.
contours of a coca cola bottle
Personality: What the brand would be
like if it were a person. Physical
attributes. The brand image should fit
synergistically here to avoid
inconsistency in communication.
Culture: A brand always derives from a
greater culture. Great brands have a
certain culture that aids mental recall
and helps association with other brand
elements. E.g. orderliness and german
precision with BMW/western influence
with Jack Daniels
Self-Image: This essentially talks
about what the customer feels about
himself/herself. It is what the
customer sees in the brand and relates
to oneself.
Reflection: Customers want to be
perceived in a certain manner after
using a product or a service. With two
similar offerings, customers might be
different based on how they want others
to perceive them.
Relationship: This facet gains special
importance in a service set-up such as,
say, Southwest Airlines. It talks about the
identity created due to the kind of
customer interface created, (light
hearted, prim, perfection,professional
etc)
What it wishes to communicate is
that they are a friendly coffee bar
where young friends (college goers)
can hang out, have fun, friendship,
but most importantly connect
emotionally,





Nutshell: a budget,
indo-western outlet
for youth (of the age
group of college
goers), serving as a
place for emotional
connections and
friendship.





From the earlier focus of a
lot can happen over coffee,
the brand, through new ATL
activities, tries to put across
the emphasis on conversations
through the quote .
Brand elements: intended projections
Physique
In 2010, CCD restructured and CCD
announced that they were changing the
logo, so that it represents a place to talk.
In a dialogue box encouraging people to
talk as a lot can happen over coffee,
which was their earlier motto- building on
existing brand perception
The Colors:
Red Leadership and
passion,Purple Romantic and
talkative
Purple-introduced in
2010,creates a feeling of
comfort, encourages people to
be romantic, friendly and
talkative
Relationship:
The ads are of two kinds the less popular ones
bringing out that their target group is college
goers, and relationship is that of friendship. The
other, more popular ads of CCD intend to show an
emotional connect (with their famous tagline A
lot can happen over coffee)
This print ad above,
focuses on the pitch
that love can brew in a
CCD store over coffee.
The ad aims to show
that CCD is a place
where emotions can
run freely, as both the
coffee and the
ambience will help.
Brand elements: intended projections
Personality
Brand personality of CCD
is that of a young, trendy,
friendly, vibrant person
with above average EQ
Reflection & Culture
What it wants to reflect in itself is the young,
college goers who need a place to sit down and
enjoy their time. Their Tag A lot can happen over
coffee reflects this. The purported
culture,meanwhile,is of a place to chill out
where people can sit down with friends and
enjoy.
Ad analysis: Youtube ad,
https://www.youtube.com/watch?v=G6BF4KLl2
hQ
Sit-down-ism the first TV ad of CCD probably
describes this aspect of CCD the best. A culture of
ease and people hanging out like there is no rush,
is one of the biggest USPs of CCD; and this was a
radical shift from the usual BTL promotion used
before, which furthered the idea that CCD
wanted to promote and the target audience they
wished to connect to.

This ad, released
before Holi, shows the
vibrance, happiness
and togetherness.
Analysis and Insights-perceived positioning
7%
35%
9%
49%
Almost half the respondents see CCD as
the Carefree College Student...
Corporate hotshot Friend next door
Free minded artist Carefree college student
6%
84%
10%
...And so the majority see it as a place
to Chill out with friends
Grabbing a quick bite Upbeat feel
Chilling out with friends Reading a book alone
Almost half the respondents see the personification of Caf Coffee Day as that of a carefree college
student. Alternatively, 84% think that had CCD been a person, it would have been a casual being,
someone who is carefree in life and a great friend.
A similar proportion of people (84% and largely the same set of people) view it as a place to chill out
with friends.

5
10
40
0
5
10
15
20
25
30
35
40
45
Indian Western Indo-Western
CCD's Indian charm seems to lost
somewhere...
11%
51%
11%
20%
7%
....51% respondents think CCD has a
Relaxed culture which goes well with
the Indo-Western image
Snazzy Relaxed Professional Loud Cluttered
Caf Coffee Day is an Indian brand, something that is home grown and synonymous with quality.
This seems to be lost among the respondents of the survey. It is also apparent that CCD has a
mixed culture- one that fuses Indianness with Western ideas of hanging out, and not outright
Western, one that has held it in good stead so far without damage.

51% of the respondents feel that CCD has a Relaxed culture to it. This is especially noteworthy
because this is the first instance of two facets of the prism matching each other in tone.
76%
14%
10%
3/4th of the respondents describe
themselves as 'Fun loving' : The target
group fits well here...
Fun loving Career Minded Family focused Rebellious
30 6 8 7 4
0
5
10
15
20
25
30
35
Friendly and
outgoing
Focused on work Time alone with
book
Cool and trendy Introvert
...Not surprisingly most people are
'Friendly and outgoing'
dominant personality traits of the customers
76% of the people felt that they were Fun loving in nature and so CCD was a natural destination
for them to spend time with friends. This is not very surprising given the fact that there is an
intuitive fit between this emerging nature and the existing image of CCD.
Based on another question, we can see that 30 of the 55 people termed themselves as Friendly and
outgoing which is another instance of inter-facet synergy here.
This is something which is pertinent to the flagship CCD stores and not the other types namely,
Square and Lounge because the target is different in each case.
13%
2%
65%
20%
Most people feel the ideal CCD customer
should be 'Friendly and open'....which is a
good fit
Funky and trying something new Geeky and focused
Friendly and open to all Independent and free thinker
33%
5%
62%
Only 5% term their relationship with CCD as
emotional: Any alarm bells here ?
Transactional Emotional Friendly
65% answered in forms for the idea customer ,indicating an open and friendly nature who is
outgoing and has many friends to hang out with. This, we realized is a good fit with what CCD wants
to be seen.
The target customer is someone between the age of 17-24, looking for a third place between home
and college/work to relax and ease into an environment designed so. The results in the above chart
fit well with the statement.
While 62% people termed their relationship with CCD a friendly one, only a meagre 5% termed their
relationship as emotional.
21 4 27
2
1
0
5
10
15
20
25
30
Quote Heart Mug Coffee bean Coffee in heart
Many people did not seem to know
about the change in CCD's logo...
41 7 6 1
0
5
10
15
20
25
30
35
40
45
Red Brown Purple Brown and White
....However an overwhelming
majority could recall the CCD
colours correctly
Many people kept referring to a multitude of symbols that came to their mind which refers to certain
sense of clutter and non-recall of the logo of a brand so close to peoples hearts
RELATIONSHIP 1 2 3 4 5 Weighted Average
Caring & Warmth 10 9 23 9 4 2.782
Hustle & Bustle 7 13 14 18 3 2.945
Friendship 0 2 7 23 23 4.218
Outgoing Youth 1 1 11 27 15 3.982
On being asked questions about agreeing with some
statements trying to probe into aspects of their
relationship and overall image of CCD, most people
felt that CCD was all about friendship and the
outgoing youth, something which is a plus point for
the brand that works hard to keep up that image in
customers minds.
Overall, CCD has the
following features in its
brand identity: A
vibrant and meaningful
logo, a friendly and
outgoing personality
who loves to chill out in
a relaxed culture.

The people termed
themselves as friendly
and fun loving along
with describing their
relationship with CCD as
one of friendship that is
vibrant in nature.
Attribute Intended Perceived Insights
Colour Red & Purple Red The colour change that CCD
brought about in 2010, has
not been noticed by the
majority
Logo Dialogue Box Coffee mug
Caption A lot can happen over
coffee
A lot can happen over
coffee
Good recognition
Relationship Emotional & Friendly Friendly The emotional part of CCD is
not very clearly conveyed.
5% only term their
relationship as emotional
Personality Friendly, cool college
goer
Friendly neighbour, carefree
college goer, chilled out
Good match
Culture Indo-western relaxed Indo-western relaxed Good match
Positioning CCD is a budget, indo-
western outlet for youth
(of the age group of college
goers), serving as a place
for emotional connections
and friendship
CCD is expensive, Indo
western outlet for youth,
serves as a place for chilling
out with friends
The budget position has not
be properly conveyed
despite various print ads
pointing out the same. The
emotional connect is also
absent
Outline of the presentation
1.introduction to CCD
History
Past and current operational structure and formats
Target audience-past and now
Sales, revenues and profitability
2. Objective and scope, background
3. research methodology
Brand elements
Questionnaire design and ideology behind the questionnaire
Process of collecting primary data
Secondary data
Results
4.Intended positioning
5. Perceived positioning
Explain brand identity prism
Put in all the results and graphs
Interpretation
Results of the perceived positioning
6. Difference b/w intended and perceived positioning, and conclusion

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