EXPLORING

BRAND
ASSOCIATIONS
IN THE INDIAN
CONTEXT:
CAFÉ COFFEE
DAY

MARKETING
By, MANAGEMENT- II
- srinivash.D
What is brand association?
FOUNDER- CCD

 Veerappa Gangaiah Siddhartha

Hegde (1959 – July 2019) 

He was the founder of the cafe

chain CAFÉ COFFEE DAY and served as
its chairman and managing director. He
also served on the board of directors V G SIDHARTHA
of MINDTREE, GTV, LIQUID KRYSTAL,
Way2wealth Brokers, Coffee Day
Natural Resources, and Way2wealth
Securities.
Bangalore based CCD was founded in the year 1996
The first outlet opened in brigade road, Bangalore, Karnataka
Now it has more then 1700 outlets in more than 200 cities
Also has outlets in prague, vienna, kuala lumpur
Owned 54% share of the categories sales value
Repositioned logo
 TAGLINE

A LOT CAN HAPPEN OVER COFFEE”

“
R

L
Starbucks Barista ??????
R

S
•LAUNCHED IN 2011

•BUT CLOSED ITS OPERATION

AFTER 5 YEARS
MARKET SHARE(2010)

CAFÉ COFFEE DAY - 37%

BARISTA - 21.9%

Y-O-Y Sales also growing

between 12-25%
TARGETED SEGMENTS

15-29year youngsters

>29 Years working

professionals
Product
 Place

•High streets of towns and cities

•Entertainment centers
•Gas stations
•Educational institutions
 Price

Price play a vital role in growth of CCD

Because it is more affordable by all kind
of people (school students, etc……) when
compared to the competitors

Starbucks – cappuccino – 215 /- to 290/-

Café coffee day – cappuccino - 110/- to 127/-
 Promotion

#SIT-DOWN
1ST commercial TV advertisement by CCD
Conclusion
This is how CCD carried their brand
association and differentiated itself from the
other coffee retail chains.
THANK YOU……