Café Coffee Day

Brand Book
Group 8: Disha & Keith
Holding Company
Coffee Day Enterprises Limited
Company History
1993 V G Siddhartha incorporated CDGL (formerly known as
Amalgamated Bean Coffee Trading Company Ltd.) to start a
café business
1996 First CCD outlet opened in Bengaluru
2005 Coffee Day Global launched its first international café in
Vienna, Austria
2008 Formed a partnership company
2015 Converted into a public limited company

Today they own India's largest café chain with 1740 cafes, 4774 vending
machines, 532 express kiosks and 403 Fresh and Ground outlets
Company Profile
Primarily operates café chain outlets under the Café Coffee Day (CCD)
brand name
Sells and exports coffee beans globally
Portfolio includes Technology Parks & SEZs, Logistics, Investments,
Financial Services and Hospitality
Subsidiary Coffee Day Global Limited has established the largest
footprint of café outlets in India spread across 250+ cities
 Company Turnover
50000

40000
(million)
Rupees

30000

20000

10000

2014-2015 2015-2016 2016-2017 2017-2018

Source: Coffee Day Enterprises Annual Reports 2015 - 2018
Employee Strength
Total number of employees : 19,943
Hired on temporary/contractual basis : 6,686
Permanent employees with disabilities : 85
Rankings by Third Parties
2014 2018
Ranked as:
2nd Most Exciting Brand
22nd Most Trusted Service Brand in
India
27th Most Exciting Brand in India

under the category of “Food Services”

in India in a survey done by Brand
Equity (Economic Times)

Source: CCD Facebook Page

URL: http://www.coffeeday.com
Our Brand
Brand Name and Tagline
Product Descriptor

CCD is an Indian coffee chain

which serves good quality coffee
and snacks and provides a café
experience at comparatively
lower prices.
Brand Features
Wide variety of hot and cold coffee:
espresso, cappuccino, cafe latté,
frappés

Snacks: samosas, puffs, french fries,

rolls, wraps, sandwiches and
desserts

Constantly introduces seasonal

menus

Furniture and seating provide

maximum comfort to the consumer

Outdoor and indoor seating

Merchandise includes caps,
t-shirts, mugs, coffee beans,
powders, etc.

The Lounge and Square

cafés offer more
sophisticated ambiance and
items are priced higher

CCD Value Express outlets

are located at malls,
hospitals, railway stations or
highways
Benefit to the Consumers
Gives the consumer a place to
call their own for as long as
they please

Good quality coffee and food at

lower prices

Great ambiance and service

Easy accessibility: outlets

available across 250+ Indian
cities
Pricing
CCD Price Range:
Rs. 110 to Rs. 250

Psychological pricing:
Rs. 59, Rs. 109, Rs. 149

Location pricing*:
CCD: Rs. 650
CCD Lounge: Rs. 900
CCD Square: Rs. 1100

*price for two

(Source: Zomato)
Bundle Pricing: Clubbing 2 or
more products and offering
marginal discount

Optional Product Pricing:

Add-ons like cream, chocolate
sauce, etc. Rs. 45-65
Distribution
1740 outlets in 250+ cities (October,
2018)
Outlets in Tier I, Tier II and Tier III cities
Cafés present in 3 formats:
- Café Coffee Day
- The Lounge
- The Square
CCD has also expanded outside India
with its outlets in Austria, Czech Republic,
Malaysia, Egypt and Nepal
Competitive Analysis
Symmetric Competition:

Starbucks
Costa Coffee
Barista
Coffee Bean and Tea Leaf
McCafé by McDonald’s
Dunkin Donuts
Roadside Coffee stalls
Restaurants and concept cafés
serving coffee Asymmetric Competition:

Tea shops
Chai Point, Chaayos
Bars/Pubs
Food courts
Hookah Parlours
Competitive Pricing
*All values in
Rupees

Hot Coffees 110-175 95-180 165-270 129-219 150-260

Cold Coffees 150-225 170-210 240-290 179-219 200-300

Food 40-230 95-200 200-285 180-250 110-350

Desserts 15-230 95-265 180-260 120-230 70-300

Add-ons 45-65 50 25-55 45 50

Price for two

(As per 650 500 700 500 700
Zomato)
Market Share: 2015
Consumer Profiling
CCD’s Target Consumer
Demographics: 18-35 years
College students, working professionals
and budding entrepreneurs

Psychographics: Coffee lovers

Laid back and easy going
Love to hangout with friends
Socially active
Value-conscious but also looking for the
‘feel-good factor’
 Consumer Insight:
People today lead very busy and chaotic
lives. After a hectic day at college or at
work, CCD is a great pocket-friendly
place to unwind and have good
conversations over a cup of coffee.

Media Habits:
Active on social media: Instagram,
Facebook, Twitter, YouTube;
Working professionals would be inclined
towards reading newspapers or watching
TV

Online Buying:
Inclined towards online food delivery
services
Persona 1
Priya Singh, 21, College Student, Bangalore
MHI: Rs. 60,000
Extrovert, loves to hang out with her friends
Impulsive but value-conscious
Tech-savvy and active on social media -
Facebook, Instagram and Snapchat
Likes to shop online occasionally but needs
approval from her parents before making an
online purchase
Most used apps for online buying are food
delivery apps like Swiggy and UberEats
Persona 2
Arun Roy, 30, Kolkata
MHI: Rs. 80,000
Workaholic, also enjoys going out with
colleagues, friends, family
Likes to hold meetings outside office in a
more casual set up
Coffee enthusiast
An avid news-reader; also watches
business channels
Occasionally uses Facebook and LinkedIn
for networking
Makes his own buying decisions; does
not need help in making a purchase
Persona 3
Karan Ahuja, 26, Bangalore
MHI: Rs. 70,000
Currently looking to start a business
Creative, ambitious and dedicated
Needs a place to work out of without
feeling hassled by the staff
Coffee and dessert lover
Active on social media, reads business
newspapers and magazines
Independent enough to make his own
purchase decisions but often consults
his father for guidance
Value Proposition
For college students, young working professionals and budding
entrepreneurs who look for a comfortable hang out spot, Café Coffee Day
is an Indian coffee chain which gives an accessible café experience at
comparatively cheaper prices and creates the perfect atmosphere for
them to spend as long as they want without being hassled
One Word Equity
Modern Indian ‘Adda’
SWOT Analysis
Strengths Weaknesses
Excellent brand visibility Losing its charm
Youth-oriented Decline in service quality
Produce and roast their own Poor ambiance and décor
coffee beans maintenance
Pocket-friendly and comfortable Wrong site selection
to hang out in Low use of social media for
promotion
Opportunities Threats
Introducing better products in Established competition
their menu New international entrants
Revamping its interiors Presence of other hangout
Expanding further internationally locations
Change in positioning
Introduced new logo in 2009 to reflect the positioning of CCD being a
hub for conversations
 Current positioning
The 3 A’s:
Affordability:
To cater to the value-conscious youth
segment

Accessibility:
Cafés at an arm’s reach

Acceptability:
Non-intrusive space where consumers
can hang out for long hours without
being hassled
Affordability: Totally Worth It

Totally Worth It menu promoting the launch of low-priced food and

beverage items on social media
Acceptability

https://www.youtube.com/watch?v=G6BF4KLl2hQ
The Sit Down TVC shows that CCD is the place where it's acceptable to sit
down and talk about anything and everything
Accessibility

CCD promoting its easy

accessibility via social
media
Recent Activities
Home Delivery

CCD pairs up with UberEats to

revolutionize food home delivery services
App Download

CCD promoting its app through offers

Referral Program

CCD promoting their app through referral programs

Seasonal Menus

CCD is currently promoting its seasonal menu on Facebook

Thank You