Brand

Analysi
s
Presented by : Group 2
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B009
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Indrajit
Vipul
Tanmay
Dhruv
Pratik
Gaurav

 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

What is Caf Coffee

Day?

Network strength: Over 1400

cafs in 200 cities/towns across
India and growing
Average Footfalls: 200 per caf
per day

Market
Analysis
Coffee a sunrise industry
Growing young population
and promotion of coffee
culture

Coffee Segmentation:
Filter coffee and instant coffee
43% share of filter coffee

Pure and
blended
Cheaper
products
likecoffee
chicory,
vanilla, mocha
Robusta and Arabica Beans
Different growth culture

Caf Coffee Day Network

of 1450 cafes across India

185 cafes

64 cafes

172 cafes

191 cafes

Market
Analysis
Network strength of over 1450 cafes in
200 cities and towns with average footfalls
of 200 per caf per day

Distribution Strategy:

Growth Target
Tier I

Single unit at Chikmagalur with

capacity of 70,000 tonnes per annum

Tier II

Tier III

10%
50

Packaging industry:
Serving hot coffee 210ml and cold
coffee 350ml
CCD merchandises

Regional Distribution:
Targeting expansion in smaller towns
New caf formats in metros
Lounge
Square

30%
150

60%
300

Profiling the
CCDian
Hangs out at
cafes/malls

Socially Active
Seeks 'feel-good
factor' and
expression of
identity through
choice of brands
consumed. But is
also value conscious
Strong voice in
household
purchases
Make
consumption
related
decisions in
company of
friends

Looking for a
good lifestyle
Likes to be
seen at the
right place
Looking for a
multiplicity of
experiences
Consumption areas:
Personal clothing &
accessories, food,
entertainment,
consumer durables
Tech Savvy
Influencers:
Peer group,
workmates

 Average dwell time at caf: 45 minutes

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

Segment
Target
Positionin
g

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

 There is a definite skew towards singles:

66% singles, 27% married & 7% others.

Segment
Target
Positionin
g

7%

27%

66%

Married

Single

others

Segmentation Target
Positioning
Who hangs out at
CCD?

Ne
w

Market

Present

Present

Ansoffs
Matrix
Product
s

Ne
w

Marketing
Mix

Porters Five Forces

Model
Threat
of new
entrant
s
(LOW)

Buyers
Power
(HIGH)

Industr
y
Rivalry
(HIGH)

Supplier
s Power
(LOW)

Threat of
Substitut
es
(HIGH)

Porters Five Forces

Model

Political

PESTEL
Analysis

Economic
Social
Technological
Environmental

Legal

Less bureaucratic hurdles

Easy sourcing of coffee beans
Cost control because of Govt
regulations
Heavy coffee drinkers in South
India
Cheaper sourcing maintain
quality
Targets youth and middle class
Affordable for a meeting place
Marketing strategy based around
technology
Provide entertainment over
Bluetooth &Wi-Fi
Limited production/Less pollution
Use biodegradable plastics
Ethical and based on customer
delight
Less consumer complaints and quick
customer service

Competitor
Analysis
Market Share

others; 6%
costa coffee; 14%
CCD; 54%
Barista; 26%

Unorganised sector

CCD; 33%
Chandu Chaiwala; 67%

Share of mind

Barista; 17%
Gloria Jeans; 3%
Starbucks; 12%
CCD; 68%

Sample size 150+

Marketing
Mix

 As a reaction to the launch of

Starbucks in India, CCD
debuted with TV Ad Sit
down-ism

Advertis
ing

Gives customer a purpose for

hanging out
Word of mouth
Subtle advertising in movies
and TV serials
Print and social media
Sponsoring college events
and giving out discount
coupons
Tie up with different
corporates

Suggestions
Cultivating a cult following for coffee
afficionados
Custom made orders
More variety in food
Healthier options in food
Train staff to strike a personal cord of
regular customers
Availability of all items on menu all the
time
Screening of key sports events IPL, EPL
etc