BRAND POSITIONING OF

CAFE COFFEE DAY

Brief History
• Founded by V.G. Siddhartha in 1996.
• The first CCD outlet was set up on July 11, 1996,
at Brigade Road, Bangalore, Karnataka.
• First it was opened as a cyber cafe.
• Café Coffee Day has become India's largest and
premier retail chain of cafes with an advantage
of being vertically integrated.
The changing of the logo
• The new logo which appears creates a greater
conversational affect among audiences.
• The old logo acted as a symbol which signified
CCD as a one-stop chat and enjoyment center.
• The new logo was incorporated with a view to
make CCD a complete social hub experience.
• The change in the logo comes is the immediate
aftermath of the rising competition in the
market segment like Tata Starbucks, Barista
etc. in 2010.
“We are aware for Indian taste buds
and our pricing is always economical
so even if any other players come in it
won’t disturb.”
Simran Seblok
GM (mrktg.)
Café coffee Day
Coffee day Divisions
• CCD
• CCD Lounge
• CCD Xpress
• CCD Fresh n Ground
• CCD Square
• CCD Exports
• CCD Beverages
• CCD Perfect
Positioning based on competitors
• CCD was positioned to fill the price gap between a
local store and a five star hotel.
• Its price range was such that its products could be
afforded by young people who want to just hangout.
• The pricing also ensured that it could have a
significant presence not only in Tier 1 but also in Tier
2 and Tier 3 cities.
CCD has marketed itself as a smart, simple space that they
could call their own for a while… sit down, talk and listen
to conversations, hold short meetings or even have a lot of
good fun…all over steaming cups of coffee.
• Marketing Mix of CCD
 Product: Different varieties of coffee, tea and snacks.
 Price: Ranges from Rs. 60 to Rs. 300.
 Place: 1600+ cafes across 200 cities/towns across India.
 Promotion: Promoted as a place where conversations
happen and through digital media and television
advertisements.
Identifying the competitors
 How the competitors are perceived

BRAND NAME BARISTA TATA STARBUCKS

USER PROFILE Mature affluent Corporate people
customers
PRODUCT Coffee, tea, food Coffee, tea ,food
items items
PRICE Same as CCD; varies Premium and same
from place to place through out

PLACE Tier 1 and Tier 2 Tier 1 cities

cities (180 outlets) (49 outlets)
PROMOTION Sponsorship, digital Press, digital media,
media, radio, press word of mouth
Positioning based on Competitors

CCD The Square

• CCD The Square is positioned as a premium brand
that sell exotic coffee such as Ethiopian Sidamo,
Columbian Supremo etc as well as having a menu
ranging from Italian Pizza to Burmese Soup.
• CCD The Square is about the absolute coffee connoisseur
and does not serve tea.
• Marketing Mix of CCD The Square
 Product: Serves single-origin coffees - classic beans
sourced from a single estate in a single country across
the world and variety of extravagant meals.
 Price: The price is atleast double that of the products
available in general CCD outlets.
 Promotion: It is promoted mostly to corporates who can
book it while making a deal and for corporate parties.
 Place: Present in select cities and has only 4 outlets; 1 in
Bangalore, 1 in Chennai and 2 in Delhi
CCD The Lounge
• CCD The Lounge is positioned midway between the
regular cafes and the premium Square format as an
expressive, explorative space for affluent experimental
coffee drinkers.
• Between CCD The Lounge and CCD The Square formats,
the difference lies in treatment.
• Marketing Mix of CCD The Lounge
 Product: Serves coffee, which can be brewed at the
customer’s table, is paired not just with fast food but
also with gourmet cuisine.
 Price: Lounge is about 25-30 percent more expensive
than a CCD outlet.
 Place: Lounge would be seen at the airport or a
premium mall. 50 outlets spread across key cities.
 Promotion: It's USP is a live kitchen and alternate
brewing techniques. It is promoted mainly to high
paying customers.
Positioning Based on use Situation

CCD Xpress
• XPRESS Outlets are positioned as an efficient coffee outlet
which caters to a population on the go and in a hurry. It
serves piping hot coffee that lets you perk up, when you
need a 'zing' to life.
• Its brand
positioning is such
that it caters to
efficient and
energetic custom.
• Xpress Outlets branded it self as smarter and more
efficient way of staying ahead of times.
• Marketing Mix of Xpress Outlets
 Product: Sells fresh coffee that can be made anytime and
anywhere.
 Price: Mostly along the lines of the major CCD outlets.
 Place: Packaged in an area of just 60 square feet and
present in Shopping malls, Supermarkets, Multiplexes,
Corporate-offices, Airports, Railway stations, Depots,
Petrol pumps, Parks, Educational Institutions etc.
 Promotion: Present in all the key city spots. 'Wherever you
go, I am there'…that's the motto.
Café coffee day Merchandizing

• Caps
• T-Shirts
• Bags
• Mugs
• Coffee Filters
• Coffee Powders
• Coffee Mints‡
• Pens
Determining Competitor Position
Brand value
High

Low Price

High

Local Cafes

Low
Analysing The Market
Brand Value
High 5% of total

60% of total

15% of total
Low
Price
High

LOCAL CAFES
20% of total
Low
POPs & PODs
COMPANY PODs POPs COMPANY
NAME NAME
(LEADER) (CHALLENGER)
LOCAL CAFES AVAILIBILITY MENU, CCD
PRICES

CCD REACH, MENU, BARISTA

VARIETY PRICES

CCD REACH,PRICE, MENU TATA

DIVERSE STARBUCKS
CUSTOMER
BASE