PARTNERING TO SCRIPT SUCCESS STORIES!

Creating a better touch point for brands to connect with their audience.

UNDERSTANDING CAF COFFEE DAY

India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd

A Rs. 750 crore ISO 9002 certified company

Pioneer of the caf culture and the first to launch the coffee bar concept in India

Network strength: 800+ cafs in 120+ cities/towns across India and growing

WHY CAF COFFEE DAY

Average Footfalls: 400 per caf per day Average dwell time at caf: 45 minutes

Meeting place for 15-29 year olds The place they frequent most after home and workplace/college.
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

IN-HOUSE RESEARCH DATA

We go to Caf Coffee Day everyday after college. Its our adda where we make all our plans love, life and otherwise

Research shows that while our customers come to us for our products, a substantial amount of our customers come to Hang out with friends. The caf is also the venue for business meetings (13% ), celebrating special occasions (10%) or just plain Time Pass (17%).

YOUTH BEHAVIOUR
Strong Voice in household purchases

Make consumption related decisions in company of friends Consumption areas: Personal clothing & accessories, food, entertainment, consumer durables
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

YOUTH BEHAVIOUR
Aspiration led purchases Seeks 'feel-good factor' and expression of identity through choice of brands consumed. But is 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)

Opportunity: To keep innovating so your brand is relevant and trendy.

KEY TARGET AUDIENCE

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.

SEX RATIO & MARITAL STATUS

There 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 coming in groups of 2, a major part of which are couples.

CAF COFFEE DAY

The preferred medium for the alternative marketing needs

A COMPARISON
Traditional Media Vehicles Brand communication through traditional modes only: visual & audio modes Heavy spillovers High clutter levels High cost per contact Caf Coffee Day An interactive alternative media Targets the young at heart. High on engagement Low cost per contact for a filtered TG

CCD: LEVERAGE-ABLE STRENGTHS

Vis-a-Vis Reminder medium Lucrative base of 3 million young consumers (15-30 yrs). No other reminder medium can boast of such a focused TG delivery. Distribution : 800+ cafes spread across 120+ cities. A definite advantage compared to medium like Radio and Cinema.

Dwell time: Though other mediums could talk of higher time spent on the medium, ad communication is much limited to a few seconds. Vis a Vis communication is effective for the complete dwell time at CCD.
Engagement: Trials, customized communication. Vis-a-Vis BTL medium Focused TG (as against mall activations or road shows).

Uninterrupted OTS, due to high dwell time and continuous visibility of communication.
Captive audience, as against other diversions at malls or road shows.

THE OFFERING
Relevant Reach Uninterr upted OTS Captive audience
3.6 million consumers per month. 80% of these in 15-30 yrs age group Cumulative monthly disposable income of 2160 crores

Least opportunity of consumers to switch communication.

No attention diverters. Relaxed frame of mind. Open to engaging with the communication. 45 minutes of uninterrupted dwell time.

Network

Unbeatable 800+ cafes, 120+ cities Covering Tier 2 & 3 towns as well.

Unique creative concepts

THE INTANGIBLE BENEFITS

Research shows Caf Coffee Day to be perceived as the home away from home. The distinctly segmented Target Group is with friends & colleagues (key reference groups) Relaxed and in a receptive mood, having a good timehaving fun!

CAF COFFEE DAY OFFERS THE MARKETER:

An opportunity to convert a typical mass media campaign to a 360 degree communication endeavor

Uncluttered and consistent presence in a highly innovative manner

A FEW HIGHLIGHTS
ITC- Fiama Di Wills/Vivel
Campaign: Sampling-Engagement-Data collection driven
Objective: to sample the product to a filtered young Sec A/A + potential buyer Touch Points in cafes :High impact and involvement driven, Tent Cards, CRM forms, Walls, Standees

Mechanics: Visibility: High impact intersections like Wall, Standee, Tent Cards. As soon as the customer sits down, he/she is handed over a Vivel/ Fiama gift hamper by the team member and requested to fill up a CRM form. The CRM forms are collected in the drop box kept on the counter.
Number of Samples given out for Vivel/Fiama, in three phases: 2 Lakh

METRO NOW & CCD

Activation Concept
Metro Now: a new entrant in the tabloid space The Soap Box: History and some trivia

A soapbox is a raised platform on which one stands to make an impromptu speech, often about a political subject. Hyde Park London is known for its Sunday soapbox orators, who have assembled at Speakers Corner since 1872 to discuss religion, politics, and other topics. A modern form of the soapbox is a blog; a website on which a user publishes one's thoughts to whomever reads the page.

CCD ACTIVATION
10 cafes, high on student footfalls chosen for the promotion where CCD consumers would be invited to come up, stand on a soap a box and Give Gyaan Topics chosen:
Old enough to get married have a child but not old enough to Drink?? Safe Premarital sex v/s moral issues Age - 43 SRK is the superstar & heartthrob of the youth?? Love at first sight

The schedule was announced on tent cards, leaflets,

danglers and standees in 40 cafes in Delhi/NCR. A professional MC conducted the event at all the 10 cafes.

The best views won prizes and got aired on Metro Now

EDITORIAL COVERAGE

EDITORIAL COVERAGE & ADS

WHATS ON THE MENU FOR YOU

The CCD Platter!

ON THE TABLE: STICKERS & TENT CARDS

Tent Cards are the chosen element in the cafes since they are all about I am here, you cant miss me

WITH THE FOOD: SIDE MENU CARD

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

SAMPLING
The surest way to reach your filtered TG reducing all clutter costs. Wrigleys: Campaign Objective: On-ground support for IDA Certification for Orbit Scope: 35 Cafes in Mumbai-Delhi-Bangalore

In-caf Activation: Tent Cards on tables A free sample with all orders
Verdict: Successful, with 10L samples dispensed over a period of 30 days

SAMPLING
Hersheys Soya Milk sampling

Samples with Min billing in 60 cafes in Mumbai-Delhi-Bangalore

Aim: To support Soya Milk re-launch and communicate its benefits Collaterals: 3-D Table Stickers and Standees Verdict:

Successful with approx 5 L samples dispensed over a period

of a month

OUT OF THE BOX IDEAS

CCD will work with brands to give a creative solution (within parameters)

Let your imagination decide your campaign

OUR PARTNERS

CAMPAIGN MANDATORY POINTS

50 % of the total invoiced amount to be paid before the start of the promo, rest to be paid half way through the campaign All expenditure incurred on designing , creating and logistics of collaterals are to be borne the third party The collaterals to be sent directly to the cafes. Please share with us the soft copies of the collaterals to be displayed in CCD for approval by CCD before sending for print All collaterals to be displayed in CCD would need to carry a CCD logo on them All Collaterals are to reach the cafes at least 2 3 days prior to start of promo so that there is enough reaction time at the cafes

Taxes extra as applicable

Surely, A Lot Can Happen Over Coffee!!!