Assignment No 1

A conduct by individual:

Muhammad Areeb Shahid

ID: F2016054059
Aid: Hearing Impaired
Submitted To: Sir Nauman Shah
Course: E-business
Section: B

A very difficulty is hard copy prints

 Customer Personas canvas

CAFÉ DELIGHT – Taste of Nature: customer canvas Persona No 1

Description in persona no 1
People who can afford their desires cake within their budget.

Name Gender Education Job Salary Buying Buy

level position motivation concern

Ali Akbar Male Bachelor’s IT expert 35,000 Loves to eat Availability

degree bakery items

Mohsin Male Master’s Assistant 60,000 Price Demands

Naeem degree Manager insensitive quality

Ayesha Female Bachelor’s Marketing 45,000 Taste Reliability

Hassan degree Executive conscious
Company logos name:

Marketing brand strategy of cafe delight coffee day:

Building a Brand Awareness Pyramid

Loyalty and Advocacy

Repeat
Trial

C consideration

Awareness

Getting consumers to become aware of your brand is one of the major problems companies
face, but that is really just the first step of the consumer journey.
WHY CAFÉ COFFEE DAY

• Average Footfalls: 300 per café per day

• Average dwell time at café: 45 minutes
• Meeting place for 15-45 year olds
• A place where :Students frequently visit most after home and workplace/college
Friends and colleagues meet in groups of 3 or more.
• One rejuvenates and are free to be themselves rather than a place to be seen a
• The café is also the venue for business meetings (23%), celebrating special occasions
(20%) or just plain Time Pass‖ (57%).

Who do we of fer our product to?

1. Trials give potential customers more information and a taste of the experience they can expect
from a customer experience.
2. Marketing to current customers is very important to create repeat customers.
3. It is also smart to inform customers, who are already happy with their experience with your
company, about complementary products and services that they might be interested in. This
could also increase your average revenue per user.
4. Through repeated business and a strong sense of your brand and its values, customers start to become
your best and most trusted advocates.

KEY TARGET AUDIENCE:

Major chunk of CCD customers falls within the age group of 20 to 30, which accounts for
59% of the overall percentage. The group comprises of mainly college going students and
young working professionals Above 30 Above 19 16-19 20-24 25-30

COMPETITORS
• Barista
• Costa Coffee
• Beyond Coffee
• Gloria Jeans
• Minerva Coffee Shop
• Indirect Competitors: McDonald, KFC
• Global Competitors: Star Bucks
Segmentation, targeting, positioning in the Marketing Strategy of
Cafe Coffee Day

Cafe delight coffee Day segments its offerings across different conceptual outlets based on
demographic factors and psychographics factors due to the fact that demographically the needs
& wants to change to which available resources also plays a major role.
It targets youth in the middle and higher income namely students and working professionals.
Café delight coffee has positioned itself based on a combination of positioning strategies i.e.
product attribute & quality and value basis.

Marketing mix: Here is the Marketing mix of Cafe Coffee Day.

SWOT analysis: Here is the SWOT analysis of Cafe Coffee Day.
Mission: To be the best Cafe chain by offering a world class coffee experience at affordable
prices.”

Tagline: A lot can happen over coffee and taste of nature

PRICING STRATEGY:

• PREMIUMS PRICING: Adding things like cream, chocolate, taste of nature sauce and
positioning as premium coffees

• VALUE BASED PRICING: Providing different variants in terms of prices by altering the
quantity to give a sense of affordability

What it is store target brand of café delight coffee:

Café Coffee Day Store Coffee parlors where people can enjoy the coffee have eatables and hang
out with friends Café Coffee Day Lounge Premium café from Café coffee day target selected
group Café Coffee Day Square A unique Café where variety of single origin coffee brews from
coffee growing countries are available
Conclusion:
Café delight coffee is the fastest growing Café in the country. The major competitor
undoubtedly Barista. .That Café delight coffee day is planning to go 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 Café delight coffee day.