Marketing Communication Scanning

Marketing communication Trend Analysis

Caf coffee day Marketing Opportunities & Strategies:

Aimed to become part of consumers life
Offering a hangout place for Youth
Logo Change:
Earlier logo: symbolized the natural, Organic nature of CCDs Coffee
New logo: the dialogue box, with the tagline, A lot can happen over coffee,
how coffee inspires dialogue and 'powerful conversations'.
Shift: a product story to a consumer story
Mobile Advertising: CCDs tie p with Hoppr
Social Media: Its Brand Conversation
Facebook page: meaningful conversation with consumers
Conversations decide next Menu

 Differentiating on price segments based on formats: Caf, Lounge and Square

Initial marketing spend: 2% of topline on marketing
Marketing budget: Rs. 8-10crore

In-store marketing: 90%

Virtual Marketing: 10%
This changed to 70-30 after launch of Starbucks
First TVC in 16 years: Sit-down-ism
The commercial focuses on the youth (16-25) who believes that standing up often
doesnt really yield results. They end up in traffic jams and protests. Whereas sitting
down at peace with a cup of coffee can yield solutions to most of the problems. The

TVC very cleverly connects to the college going youth and their attitude.
Product based communication for new products every quarter: Print, TVC

Ethical Aspect in Sit-down-ism communication:

TVC lyrics and perspective is too much standing up on issues and non-issues
We need to sit down and talk over relevant issues
Purpose to talk about peace, love, against drugs, exploitation, chauvinism,
egoism, pessimism etc.

But, how it looks from a consumer perspective: hanging out at CCD

Intent overshadowed by casualness
Video promotes a sense of casualness and laid back attitude