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Loyalty Programme Market Opportunity 1

Loyalty Programme Market Opportunity 1

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Published by: harnoor13 on Oct 08, 2012
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04/09/2013

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CAFÉ COFFEE DAY
CCD , Café Coffee Day a division of India's largest coffee conglomerate, Amalgamated BeanCoffee Trading Company LtdA Rs. 750 crore ISO 9002 certified company, and pioneer of the café culture and the first tolaunch the
‘coffe
e
bar’ concept in India
 
 
Network strength: 1090+ cafés in 130+ cities/towns across India and growing
 
Average Footfalls : 400 per café per day
 
Average dwell time at café: 45 minutes
 
Meeting place for 15-29 year olds
 
The place these people
frequent most after “home and workplace/college”.
 
A place to meet friends and colleagues in groups of 3 or more
 
A place where these youth rejuvenates and are free to be themselves rather than a place to
be “seen at”
 
CCD`s “In house research data ” show
s that while customers come to CCD for their productofferings, a substantial
amount of our customers come to “Hang out” with friends
.The café is also the venue for business meetings (13% ), celebrating special occasions (10%) or
 just plain “Time Pass”
(17%).
YOUTH BEHAVIOUR AT CAFÉ COFFEE DAY
 
 
Strong Voice in household purchases
 
Make consumption related decisions in company of friends
 
Consumption areas: Personal clothing & accessories, food, entertainment, consumerdurables
 
Influencers: Peer group, workmates.
 
Tech Savvy
 
Access to large amount of money to spend
 
 
Likes to seen at the right place
 
Socially Active
 
Hangs out at cafes/malls
 
Looking for a good lifestyle
 
Looking for a multiplicity of experiences
 
Aspiration led purchases
 
Seeks 'feel-good factor' and expression of identity through choice of brands consumed. Butis also value conscious.
 
Spending Power: Rs 7,000-40,000 p.m.
(Sources
 –
a) Ernst & Young Study
 –
Yousumerism 2008 &b) Bates 141 study - 3 generations, 1 big market 2008)
KEY TARGET AUDIENCE
 
Lucrative base of 3 million young consumers (15-30 yrs)
 
80% of these in 15-30 yrs age group
 
Cumulative monthly disposable income of 2160 crores
 
Major chunk of CCD customers falls within the age group of 20 to 30 which accounts for57% of the overall percentage.
 
The group comprises of mainly college going students and young working professionals.
 
SEX RATIO & MARITAL STATUS
 Chandigarh U.T. and BeyondThere is a definite skew towards singles : 66% singles, 27% married & 7% others.
GROUP SIZES
 Maximum foot-falls are in groups of size varying from 3 to 5 people followed by people comingin groups of 2, a major part of which are couples.
 
PROMOTIONS AT CAFÉ COFFEE DAYCCD ONGOING PROMOTIONS1. From The Land Of Cool

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