Slide 1

Presented ByTHINKERSa lot can happen over coffee

2

FOUNDER OF CCD

V .G . SiddharthaA man who always talks in numbers.His family had been planting coffee for over 140 years.

ABCTCL Co. Ltd

Coffee farm

HISTORY OF CCDFounded in 1996 by V.G.Siddhartha.

Had the first caf coffee day store in Bangalore.

Amalgamated Bean Coffee Trading Company (ABCTCL) now known as Coffee Day Global Ltd.

Number of employees around 32000.

Started with coffee and now have more than 100 food/ drink items.

Number of customers visits all over the world per day 1.5 million

Total outlets are 1530 in 29 states of India.

Expanded to Austria , Dubai, Malaysia & Cairo, Egypt.

Caf Coffee DayCaf Coffee Day is anIndiancaf chain owned by Amalgamated Bean CoffeeTrading Company (ABCTC).ABCTC is aChikmagalur (Karnataka)based company which grows coffee in its own estates of 12,000 acres (4249 hectares). It is the largest producer ofarabicabeans in Asia exporting to various countries including USA, Europe and Japan.Caf Coffee Day was started as a retail restaurant arm of ABCTC in 1996.The first CCD outlet was set up on July 11, 1996, atBrigade Road, Bangalore, Karnataka. It rapidly expanded across various cities in India adding more stores with more than 1000 cafs open across the nation by 2011.

Industry : Coffee shop RestaurantsFounded : 1996Founders : V. G. Siddhartha (Founder & Director)CEO : Venu MadhavNumber of locations : 1530 shops(Mar. 3, 2015)Area served : India, Austria, Czech Republic, Dubai & Karachi.Products : Coffee, Tea,Pastries, Frappuccino beverages, SmoothiesRevenue : US$450 million Number of employees : 5000+Subsidiaries : Caf Emporio Coffee Day Fresh n Ground Coffee Day Xpress Coffee Day Take Away Coffee Day Exports Coffee Day Perfect Coffee Day Beverages

CurrentPosition

MARKETING MIX

COFFEE AND TEASIZZLERS

COMBOSDESSERTS

EATABLES & SNACKS

PRICINGPSYCHOLOGY PRICING Pricing the product as Rs 69, 79, 59 etc. rather than in the multiples of ten to give a feel that the product less pricedLOCATION PRICING: On the basis of outlets, prices have been positionedCafLoungeSquareCOMBO PRICING Clubbing up two or more products on special occasionsPREMIUMS PRICINGAdding things like cream, chocolate sauce and positioning as a premium coffeesVALUE BASED PRICING Providing different variants in terms of prices by altering the quantity to give a sense of affordability

PRICING

Started TVC and Print campaign at the end of 2012Co Branding in Movie and TV serialsSales Promotion ActivitiesCombo DealHappy HoursPrivilege cardsRedeemable couponsThrough Interactive MediaHeld Contest around a Very Popular ProgrammeTie up lot of youth brands

PROMOTION

Apps Wallet Tie-ups

PROMOTIONS

Social Media Promotion

PLACE STRATEGYEasy accessibilityThere is a Cafe Coffee Day outlet in every major city in India and are easily accessible.

Rural area locationsCustomers in the smaller communities also enjoy good quality coffee and snacks at affordable costs because the Cafe has set up outlets in the rural areas in India.

DistributorsThe coffee produced on the Cafes farms, are distributed through wholesalers and retailers to customers who wish to use the coffee at home.

Who hangs out at Coffee Day?

Research shows that while a part of customers come for CCD products, a substantial amount of customers come to hang out with friends.

The caf is also the venue for business meetings (23%), celebrating special occasions (20%) or just plain hang out (57%).

18

18

Caf Coffee Day has its main consumer base in the age group of 16-30 years. SEGMENTATION

MARKETING STRATEGY

TARGETINGMiddle class and upper middle class youth.Students, housewives, executives and youngstersPeople who value a great cup of coffeeCCD seeks to target not just youth but anyone who is young at heart

MARKETING STRATEGY

POSITIONINGThird place away from the home and college or workplace for the youngCoffee BarFun placeHome and workplaceMedium price brand

MARKETING STRATEGY

Key Target AudienceMajor chunk of CCD customers falls within the age group of 20 to 30 which accounts for 57% of the overall percentage.

The group comprises of mainly college going students and young working professionals

22

Competitors

COMPETITION IN BHUBANESHWAR 11 1 1 O

Market ShareOf CCD

Chaiwala.in24

Market ShareOf CCD

Chaiwala.in25

SWOT ANALYSIS

StrengthsFirst-mover advantageLargest retail chain of cafesExcellent brand name and visibilityISO 9002 certified companyQuality, service and tasteYouth oriented brand ( 40% population )Reduction in cost

Lack of individual attention to loyal customersUnavailability of fresh foodMarket penetration of coffee bars is 5%Wrong site location

Weakness

Fastest growing industries in AsiaMerchandisingTie-Ups with other companies for promotionCheaper varieties of coffeeTapping small market

Opportunity

Competition with Barista, Mochas, Gloria Jeans, Costa Coffee & StarbucksPresence of other Hangout locationsUnorganized marketDependent on government commodity rates

Threat

FIELD SURVEY ANALYSIS

Our Survey

Quality of services

Item on the menu

Pricing

Location

Services

Offers

ComplaintsNon-availability of all the items in the menuOvercrowded on weekendsNon-availability of Wi-FiLimited parking areaPoor quality in food itemsLess payment options

Cultivating a cult following for coffee affectionCustom made ordersMore variety in foodHealthier options in foodTrain staff to strike a personal cord of regular customersAvailability of all items on menu all the timeScreening of key sports events IPL, EPL etcTrack ComplainsSuggestions