INTRODUCTION

• Founded – 1996
• The concept of cafes was introduced to India by the CCD chain of cafes.
• Pioneer to the café culture in India – 1st café in Bangalore
• In 2010, CCD had the largest market share of 60% in India.
• Outlets set upon 3 formats- café, lounge and square
• Present in Every Nook and Corner
• In fact, the concept of cafes was introduced to India by the CCD chain of
cafes.
• CCD exported coffee to the United States, Europe, and Japan.4 CCD had
1,174 outlets in India, and a presence in Karachi, Prague, and Vienna.
 HOW DID IT RISE ?
• Meeting place for students
• Friends and colleagues , Business meetings
• A lot can happen over coffee
• Average time and average footfalls were high
 STPD

SEGMENTATION TARGETING POSITIONING DIFFERNTIATION

Consumer base (16- Middle upper class 3rd place away from Right locations
30) home
Executives Fun place Presence of outlets in
colleges and
corporate premises
Students Work place

Anyone who was

”young at heart “
 SWOT ANALYSIS
STRENGHT WEAKENSS OPPORTUNITIES THREATS
First mover advantage Lack of attention to Fastest growing Major competitor -
customers industry in Asia Barista
Brand name and Unavailability of fresh Other ‘Hangout”
visibility food and limited locations
menu
Quality , service and
taste
Youth oriented Brand
 THE INDIAN COFFEE RETAIL MARKET
• In 2010 the organized coffee market in India was estimated to be worth
around INR 6 billion.
• Growth of Cafes in India due to changing lifestyle, disposable income and
increasing urbanization.
• Prominent brands in Indian Café market – CCD, Barista and Costa Coffee.
• There were 1800 retail outlets of the carious leading coffee retail chains.
• CCD – Largest market share in India (60%)
• Asia’s second largest network of coffee estates (10,500 Acres).
 READY TO DRINK COFFEE MARKET
• Urbanization – Increase in demand for ready-to-drink coffee
• This trend was supported by the 25% growth in the Indian non-
carbonated ready-to-drink market
• Characteristics of the consumer base
 Age group 15-25 years.
 Average spending – INR 200.
 Lifestyle - Busy work/study schedule