Communication Case

CCD
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• CCD as popularly known, Café Coffee Day is a

famous and one of the most successful Indian café
chains. Set up in 1996, it is owned by Coffee Day
Global Ltd.

• It is the best producer of Arabica beans in Asia and

one of the pioneering Indian coffee exporters across
Europe, Japan and the US.
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• The first CCD outlet came in 1996, in Bangalore. Today the company has over 1423 cafés across 209 cities/town

• The Square outlets in 4 cities

• The square has a premium range of cafés that serve eight single origin coffees. These squares outlets serve some of the best
handpicked coffee and thus a hit amongst those craving for original aromatic coffee experience.
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• The concept of The Square was to come out with an

outlet that would accommodate the well travelling
population, people who were constantly on the run and
would love an international café experience.

• The Lounge are special outlets that offer a great

comforting experience to the customers.
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• The company uses Facebook extensively as a means

for both advertising and public relations. There are
almost five lakh Facebook “likes” that its official page
has generated. Messages, pictures, festival wishes etc.
are posted on a regular basis, and these are visible to
all those who have “liked” the page.
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• It also uses the page to apprise people of any new café,

lounge, new product launch, special offers, price cuts
etc.

• It even uses the page to promote its links on other

social media sites like Instagram and YouTube

• Though it doesn’t promote the platform as a means for

providing customer resolution, comments, complaints,
or feedback yet whenever received is never ignored
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• It uses YouTube to connect with the public. Advertisements and

specially created video showcasing products and their
preparation are uploaded on the website. Clips shot in real CCD
settings of people chilling out are put up.

• Another attraction on the site is some celebrities talking about

the CCD products. They are shot discussing their CCD
experiences or coffee preferences.

• The discussion arena on the website invites comments and

feedback on the company’s products and services.
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• Viewership exceeding two lakh is a clear indication that people are subscribing the videos big time. CCD is also using
latest trendy networking means like Pinterest. It is giving stiff competition to Facebook and twitter due to the fact that
it offers better sharing, posting and following options for pictures
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• CCD with its highly focused digital

communication strategy has been able to
successfully connect with its customers and
general public. It has used social media to
perfection in order to market its products and
also for branding purposes.

• It has diverted its investments from the

traditional media towards digital forms. That has
done the trick for the company.