An innovative and

unique platform to
engage your Target
Group is here
Group 11
Ananth R
Balaji Parthasarathy
Ganesh Kumar
Palash Palod
Sudhanshu Singh

PGP14008
PGP14014
PGP14018
PGP14035
PGP14051

Caf Coffee Day

An all new Media to connect with your TG

?
What is Coffee Day?

Segmentation

Youngster between 15 29 years age

group
Working professionals over 29 years old

Target

Students, Executives, Youngster

Anyone value a great cup of coffee

Position

Medium priced brand

Coffee bar
Fun Place

Bargaining power of Supplier

Low

Bargaining power of Buyers

High

Threat of New entrants

Low

Threat of Substitutes

High

Industry Rivalry

High

Strength

Strength
Quality & taste
Youth oriented Brand
USP- Affordable Brand

Weakness

Price of the products is relatively

higher than brand like Mcdonalds

Opportunity

Fastest growing industries in India

Preferred for Informal meeting

Threat

Competitors like Barista, Starbucks &

Gloria jeans
Lounge like Hukka bar

 India's largest coffee conglomerate,

Amalgamated Bean Coffee Trading
Company Ltd
Pioneer of the caf culture and the first
to launch the coffee bar concept in
India
Network strength: Over 1530 cafs in
200 cities/towns across India and growing

Founded in 1996
Its a Bangalore-based retail chain
started by V. G. Siddhartha
Supplies coffee to its clients in USA,
Europe and Japan

Mission is to be the best Cafe chain by

offering a world class coffee experience at
affordable prices.

 Meeting place for 15-35 year olds

The place they frequent most after home and
workplace/college
A place where they meet friends and colleagues,
in groups of 3 or more
A place where they rejuvenate and are free to be
themselves rather than a place to be seen at

 Average footfall of over 500 per day

Average Spend time is 45 minutes

Students visit frequently more than after home
and college

A place for hang-out and partying

Who
hangs out at
Coffee Day?

Research shows that while a part of our

customers come to us for our products, a
substantial amount of our 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%).

A lot more can happen over coffee

Competitive
Analysis

The biggest competitors for CCD are

Barista
Caf Mocha
Qwicky
Costa Coffee
Java Green
Caf Pascucci

Indirect Competitors
Mc Donalds, Haldirams
Local Caf shops like Nescafe

Key Target
Audience

Major 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

Traditional Media Vehicles

An interactive alternative media

Targets the young at heart high
on engagement

Brand communication
through traditional modes
only: visual & audio modes
Heavy spillovers

Low cost per contact for a filtered

TG
Infinite possibilities of innovation
and first point contact

High clutter levels

High cost per contact

What Caf
Coffee Day
offers the
marketer?

An opportunity to convert a typical mass media

campaign to a 360 degree communication
endeavor
Uncluttered and consistent presence in a highly
innovative manner

Product Mix

Re-Branding

Customized
Brand Connectors
@
Caf Coffee Day

Wall Branding

Coasters

Danglers

Pillow Branding

Posters

Saucer Tag

Standee

Table Mat

Tent Card

Cup Sleeves

Cup Tags

Drop Box

Floor Sticker

Kiosk with Promoter

Table Sticker

Tray Mat

Tupperware
Campaign Objectives
To promote their water bottles and to create a platform for their
distributors to talk about Tupperware products

Previous
Successful
Brand
Associations

Elements
A creative Tupperware branded stand with a water bottle holder and
leaflets for communication were kept on the tables & counters

Nokia
Campaign Objective
To demonstrate the newly launched Nokia 800 series.

Previous
Successful
Brand
Associations

Elements
Creating a demo zone inside the cafe. Promoter access in the cafe to
interact with customers-giving demo-collecting leads.

MTS
Campaign Objective
MTS had launched its Royale Card for their elite customer base.

Previous
Successful
Brand
Associations

Elements
Innovative way of branding MTS Royale Card with branding touch
points like tent card and wall branding.

Samsung
Campaign Objective
To create an experience oriented campaign for Samsung Tab-II.

Previous
Successful
Brand
Associations

Elements
Creating a demo zone inside the cafe. Promoter access in the cafe to
interact with customers- giving demo-collecting leads.

Vodafone
Campaign Objective
To promote Vodafone Happy Hours & give 20% discount to all the
Vodafone customers visiting the caf between 2pm to 4pm.

Previous
Successful
Brand
Associations

Elements
Poster, Tent Card and Bill Counter Display

Franklin Templeton Investment

Campaign Objective
Awareness of new investment policy to the customers

Previous
Successful
Brand
Associations

Elements
Standee, Tent Card, Leaflet & Table Sticker

Oh My God
Campaign Objective
Promotion of OMG Movie across cafes in India

Previous
Successful
Brand
Associations

Elements
Standee, Side Menu Card & Poster on the notice board

The Caf Coffee Day out-of-box ideas advantage

Infinite possibilities of inside-the-caf, innovative
activation and customer engagement ideas

Extension possibilities of a brand campaign only limited by your

imagination

Gives partnering brands a creative advantage unlike

other media vehicles
Google Applications

The successful
Britannia Bourbon
Cappuccino branding story
@
Caf Coffee Day

Britannia Cappuccino

Previous
Successful
Brand
Associations

Approach & activity:

Britannia had launched their new Bourbon Cappuccino flavor and
wanted to reach people to try out their new product. Dispensers were
displayed across 250 cafes and billing POS were updated with one
liner branding of Britannia. Highly impactful wall branding visual was
displayed inside the caf and with every order customers were served
a Bourbon - Cappuccino.

Previous
Successful
Brand
Associations

Britannia Bourbon Cappuccino

Result so far:
The objective of the brand was to maximize its reach to the captive
audience across cafes where the customer could taste the new
Cappuccino Bourbon. Customers noticed the campaign as they got
free sample pack of biscuits with every order they placed.

Competitive
Strategies

Follows a backward integration of the value chain

Procures coffee beans from its base in Bangalore

Quality assurance

Focus on core competence coffee, outsources other item

Food items are obtained from local suppliers cost advantage

Far greater reach on a country wide scale

Place for fun and hangouts for youngster

Does not use franchise model

CCD doesnt sell product, it sells, EXPERIENCE

Other media partners

Media Partner

Advertising Medium

Pan India presence

Teli Brahma

Wi-Fi / Bluetooth downloads

405

Caf Chronicle

Caf Newspaper

721

DSN screens

Television screens

168

Radio

Caf Radio

334

Our Brand Campaign Partners

A lot more can happen over coffee

Thank You..!!