CAFE

COFFEE
DAY ELECTIVES – MARKETING SEM – 5
04 – ABHIJEET CHAVAN
08 – ADITYA DOSHI
12 – HRITIKA JAGTAP
16 – SAKSHI MEHER
20 – RIYA PATIL
VIVA SCHOOL OF ARCHITECTURE
 INTRODUCTION
 Cafe coffee day, a part of coffee day global limited, is India's favorite
hangout for coffee and conversations.
 Well-established coffee shop chains, such as cafe coffee day (CCD) and
barista, enhanced their pan in India.
 Popularly known as CCD, strive to provide the best experience to the
guests.
 Their coffees are sourced from thousands of small coffee planters.
 First cafe was established in 1996 at brigade road in Bangalore.
 CCD to the youth is a “hangout” spot where they meet people, make
conversations, and have a whole lot of fun over steaming cups of great
coffee.
 CCD alone maintains more than 1556 café’s in 209 cities in India.

MISSION “To be the best café chain in the country by offering world class
coffee experience at affordable prices”.
OWNER : Amalgamated Bean Coffee Trading Company (ABCTCL) now
known as Coffee Day Global Ltd. - V.G.Siddhartha (Chairman)
 HISTORY

• Back to 1996, when Cafe Coffee Day’s story began and headed to such
a remarkable, surprising growth. V.C .Siddhartha, the founder of Cafe
Coffee Day linked technology and coffee to start.
• CCD is the first cafe at Bangalore in 1996.
• Siddhartha was an analyst with JM Financial and Investment
Consultancy and had a curiosity in technology. He also had inherited
Coffee farms spread across a massive expanse of 10,000 acres.
• It rapidly expanded across various cities in India adding more stores
with more than 1000 cafés open across the nation by 2011.
• He was inspired by the founders of “leading coffee brand in Germany
– Tchibo.” This inspiration gave Siddhartha an image of a different
world overall .It also gave him a great concept, with that idea; cup by
cup he made his Billion dollar field.
 7 P’S OF MARKETING

PRICE PLACE PROCESS PEOPLE PHYSICAL

PRODUCT PROMOTION
EVIDANE

• Offers wide range of products for Indian coffee & snacks lovers
• Café Coffee Day Offers products like Coffee, Tea, Pastries, Frappuccino
Beverages, Smoothies.
• The best selling item in summer is frappe – Coffee & ice cream blended
together and in winter it is cappuccino.

COFFEE & TEA SNACKS

SIZZLERS

DESERTA COMBOS
 7 P’S OF MARKETING

PRICE PLACE PROCESS PEOPLE PHYSICAL

PRODUCT PROMOTION
EVIDANE

Psychology pricing
Pricing the product as Rs 69, 79, 59 etc.
avoiding multiples of ten, feeling the product
is less priced.
Location pricing:
On the basis of outlets i.e. the Café,
Lounge, Square prices have been positioned
Combo pricing
Clubbing up two or more products on special
occasions indicating feeling of discount
Premiums pricing
Adding things like cream, chocolate sauce and
positioning as a premium coffees.
Value based pricing
Providing different variants in prices by
altering the quantity to give a sense of
affordability
 7 P’S OF MARKETING

PRICE PLACE PROCESS PEOPLE PHYSICAL

PRODUCT PROMOTION
EVIDANE

Places of CCD includes the following:-

• Café Coffee Day Store
People can enjoy the coffee have
eatables and hangout with friends
• Café Coffee Day Lounge
Targets specific group of people
• Café Coffee Day Square
Variety of single origin coffee brews
from coffee: growing countries are
available.

EASY ACCESSIBILITY ALSO FACILITATES DISTRIBUTORS

 7 P’S OF MARKETING

PRICE PLACE PROCESS PEOPLE PHYSICAL

PRODUCT PROMOTION
EVIDANE

Advertisement in TV

Interactive media

CCD Contests

Magazines

Tie Ups with other brands

Sales & Discounts

 7 P’S OF MARKETING

PRICE PLACE PROCESS PEOPLE PHYSICAL

PRODUCT PROMOTION
EVIDANE
 7 P’S OF MARKETING

PRICE PLACE PROCESS PEOPLE PHYSICAL

PRODUCT PROMOTION
EVIDANE

• Dressed in a particular uniform

• Soft spoken, friendly behavior
• Customer Engagement Activities
Special Offers on Occasions (Birthday,
Valentine day, Friendship day etc.)
• Online Contests
• Happy Hours
People at Café Coffee Day believe that “People
are hired for what they know but fired for how
they behave”. Motivation and personal
skill are laid emphasize upon. Their
employees are like friend to the customer but at
the same time they know about the international
standards of hygiene
and cleanliness and personal
grooming.
 7 P’S OF MARKETING

PRICE PLACE PROCESS PEOPLE PHYSICAL

PRODUCT PROMOTION
EVIDANE

Ambience: Different ambience that look and feel for different

outlets
Shop Colour: 1. Violet for Café coffee day shops
2. Sea green for Lounge
3. Brown for Square

Logo , image, brand: CCD has used bright red and green colors in
its logo. RED stands for leadership , vitality, passion for coffee.
The GREEN stroke harks back the coffee plantations that they
own. Café is noticeably larger in the logo to denote that Café
Coffee Day pioneered the café concept in India way back in
1996.The font looks as though the letters have congealed out of a
liquid. Architecture and Decor: Largely wood and granite based
interior with young color of today, like lime green, yellow, orange,
and purple predominate.
 FACILITATING SERVICES ENHANCING SERVICES

INFORMATION CONSULTATION
• Menu • Assistance
• Website

HOSPITALITY
PAYMENT • Food & Beverage
• Credit card • Music
• Cash • Wi-Fi
• Privilege card • Washrooms
CORE

BILING SAFEKEEPING
• At the • Credit card security
counter • Parking

EXPECTATIONS
ORDER TAKING
• Happy hours
• Assisted by the • Privilege cards
attendee
KEY TARGET AUDIENCE

• Major chunk of CCD customers

PROFESSIONALS falls within the age group of 20
to 30 which accounts for 57%
7% of the overall percentage.
STUDENTS
• The group comprises of mainly
27%
college going students and
OTHERS young working professionals.
66%

ABOVE 30
24%
35%
ABOVE 19
AGE
16 – 19 GROUP
MALE 48%
20 – 24 9%
FEMALE 52%
25 – 30 13% 21%
NUMBER OF CAFES OF CCD ACROSS INDIA FROM FINANCIAL
YEAR 2014-2020
2000 1752
1722
1682

1568 1607
1518
1500
NUMBER OF CAFES

1192

1000

500

FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020

FINANCIAL YEAR
In the initial years as seen in the graph, the franchise was consistently expanding. Many brands and franchises
emerged simultaneously like Costa Coffee, The Coffee Bean and Tea Leaf and tried to find a foothold in the
market, but never grew large enough to threaten CCD’s pre-eminence. After some years they started facing decline
in their status. The main reason behind it was the financial trouble after repeatedly borrowing funds at exorbitantly
high interest rates of 18-20 percent from banks and private equity (PE) funds. As a result their outlets started
decreasing but at most places the franchise had still maintained its status with the help of their marketing strategies.
 COMPETITOR ANALYSIS

MARKET SHARE

6%
14% 1st Qtr
CCD
2nd
BARISTA
54% Qtr
26%
COSTA
3rd Qtr COFFEE
4th Qtr
OTHERS

SHARE OF MIND UNORGANIZED SECTOR

14%
33%
18%
68% 67%

CCD CHANDU CHAIWALA

BARISTA CCD
STARBUCKS
 POLITICS ECONOMICS SOCIETY TECHNOLOGY ENVIRONMENT LEGISLATION

• Easy • Heavy • Targets • Wifi facility • Use • Ethical and

sourcing of coffee youth and and music biodegrada based on
coffee drinks in middle at every ble customer
beans. South class. outlets. products delight.
India.
• Cost control • Affordable • Digital • Less
because of • Cheaper for a marketing consumer
Govt. sourcing meeting for complaints
regulations maintain place. promotions. and quick
quality. customer
service.

P E S T E L
 S W O T

• Quality & • Crowd • Tap the • Entry of

Taste management smaller foreign
towns/ cities players-
• Youth • Improper Starbucks.
oriented sitting • Gone
brand arrangement international • Depends on
government
• Targets • Lacks • Tie-ups with commodities
young crowd strength to other
maintain company for • Large
• USP of brand loyalty promotion unorganized
brand- highly market
affordable • Follows • Fast growing
competitors company in
• Using self strategies Asia
produced
coffee
(reducing cost)
 CONCLUSION

 
• C.C.D. is the fastest growing Café in the country.
• The major competitor of CCD is undoubtedly Barista.
• That Café Coffee day has also went international.
• The other major things regarding service marketing is that customers
give top priority to the quality of the services / products and ambience.
• It is providing tough competition to its competitors by satisfying its
customers with great café experience.
• “A lot can happen over coffee” message has touched the hearts of
youngsters who are the largest consumers of C.C.D.
• CCD doesn't sell products rather it shares experiences.