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 customers Corporate people PRODUCT Coffee, tea, food items Coffee, tea ,food items PRICE Same as CCD; varies from place to place Premium and same through out PLACE Tier 1 and Tier 2 cities (180 outlets) Tier 1 cities (49 outlets) PROMOTION Sponsorship, digital media, radio, press Press, digital media, 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 Low Price High LOCAL CAFES 20% of total Low

POPs & PODs COMPANY NAME (LEADER) PODs POPs COMPANY NAME (CHALLENGER) LOCAL CAFES AVAILIBILITY MENU, PRICES CCD REACH, VARIETY BARISTA REACH,PRICE, DIVERSE CUSTOMER BASE MENU TATA STARBUCKS

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