P. 1
Café Coffee Day

Café Coffee Day

1.0

|Views: 1,201|Likes:
Published by Ananya

More info:

Published by: Ananya on Aug 31, 2009
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPTX, PDF, TXT or read online from Scribd
See more
See less

05/11/2014

pdf

text

original

Café Coffee Day

PRESENTED BYANANYA GHOSH
1

INTRODUCTION
• CCD chain of coffee shops in India. • Its headquarter is in Chikmagalur, Karnataka. • First cafe in 1996. • Largest cafe retail chain in India. • 806 cafes in 107 cities. • Coffee Day's most unique aspect is that it grows the coffee it serves.
2

• RED stands for leadership and vitality, it also stands for passion (….. for coffee). • GREEN stands for 125 years of coffee growing heritage of this vertically integrated group. • WHITE stands for purity of purpose,

3

KEY POINTS
•  CCD tied up with World Space for Satellite Radio. • Microsense for wi-fi. • Different divisions : Coffee Day Fresh 'n' Ground, Coffee Day Xpress ,Coffee Day Takeaway ,Coffee Day Exports and Coffee Day Perfect.

4

COMPETITORS
• • • • • Barista Cafe Mocha Costa Coffee The Coffee Bean & Tea Leaf Indian Coffee House

5

BRAND EQUITY
• CCD - Established brand in India • Ranks No 2 in the Brand Equity’s Most Trusted Brands 2008 survey (food services category) • CCD - Best Exclusive Brand Retailer of the Year & Best Food Services Retailer of the Year at the ICICI Bank Retail Excellence Awards in 2005
6

BRAND VALUE
• CCD’s wide network - the anytime, anywhere café • CCD has made a connection with the Indian consumers, predominantly among the youth • Collective fun over coffee • Hangout place • Social hub
7

BRAND COMMUNICATION
• Interactive alternative media • Communicate message ‘ young at heart’ • Electronic, print and outdoor visual and audio modes to a large section of the populace • Promo Archive

8

Promo Archive
• • • • • • • The The The The The The The Levi's Campaign Liril Campaign TVS Scooty Valentine Campaign Sugar Free campaign Channel V- Get Gorgeous Hunt Himalaya Honey Campaign Movie Tie-Ups

9

POINT OF PARITY (POP)
• Offers snacks along with coffee. • Social hub.

10

POINT OF DIFFERENCE (POD)
• • • • • Aura of international modernity. Based upon the y generation. To spread out coffee everywhere. Unmatched quality and taste. Coming up in colleges and corporate campuses.

11

SOURCES
• Google. • Project on Comparative Study of Coffee Corners. • Website of Café Coffee Day.

12

THANK YOU

13

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->