Café Coffee Day

A lot can happen

over coffee.
BY:
RICHA, RINKI, RAKESH, SANDEEP, ROHIT,
RAJSEKHAR, REKHA, SACHIN, SAHANA, RAVI,
SABYASACHI……
 Quotes…..

“ we are aware for indian teaste buds

and our pricing is always economical
so even if any other players come in it
won’t disturb.”
Simran seblok
GM (mrkt.)
Café coffee Day.
 ABCTCL
ABCTCL grows Coffee in its own estates of 10000 acres
and another 4000 acres managed by it.
It also sources coffee from 1500 small growers.
It has two curing works located at Chickamagalur and
Hassan which cure over 70,000 tons of coffee per annum.
ABCTCL has a research center set up at Chickamagalur.
No. of employees on the rolls = 6,000+ & they have
nearly 8,000 people engaged in growing, processing and
retailing coffee.
It is one of the India’s leading coffee Exports with clients
across USA, Europe and Japan.
Divisions of ABCTCL
Group Profile

ABC Exports 1992

Fresh’n Ground 1996

Café Coffee Day 1996

Amalgamated Bean Coffee
Trading Company Limited
Coffee Day Beverages 2002

Coffee Day Xpress 2003

The Serai 2008

 History

First Café coffee day in

Bangalore (1996).
on Brigade road.
Right now 750 Café coffee Day
in 82 cities.
Café Coffee Day
Vision Statement

“To be the only

destination for
dialogue over a
cup of coffee.”
RED stands for
leadership and vitality, it
also stands for passion
(…..for coffee).
GREEN stands for
125 years of coffee
growing heritage of
this vertically integrated
group.
WHITE stands for purity
of purpose, invigorating
properties of coffee.
CCD outside of india……

Europe (2) (in the heart of vienna)

Karachi (2)(pakistan)
Europe (12)
Egypt
South asia.etc
 Merchandising:
At Café Coffee Day merchandise started
more as a sentimental thing than as a
revenue stream. They wanted to reward
coffee lovers and they started selling
mugs. People wanted to wear something
that reminded them of the cafe so they
designed T-shirts and sold thousands of
those. But soon it has become a serious
business. 5 per cent of their revenue
comes from the merchandising.
Café Coffee Day - Merchandising
• Caps
• T-Shirts
• Bags
• Mugs
• Coffee Filters
• Coffee Powders
• Coffee Mints
• Pens
Processing Coffee:
 Coffee Plant Cultivation
 Growth Cycle
 Harvesting
 Stripping
Method
 Handpicking
 Mechanical Stripping Method

 Selection, Grading, Transportation, Tasting &

Storage
 Grinding
 Packaging
MARKETING STRATEGY:
PRICING STRATEGY
CCD will follow value based Pricing
Strategy. 
Café Coffee Day knows its major customer
lies in the bracket of 15- 32,it has tried to
derive a policy whereby it can satisfy all its
customers. The price for a cup of coffee
ranges from Rs.45 to Rs 80.
They will provide the MEMBERSHIP CARDS
on minimal annual fee.
 PROMOTION STRATEGY
CCD  is  involved in all the areas of serious consumer
passion like:
Television: Café Coffee Day held a contest around a
very popular programmed on Zee English called
Friends. They have tied up with Channel [V]‘s Get
Gorgeous contest.

Tie-ups: Besides that Café Coffee Day also tie up lot of

the youth brands. So they have a contest going on with
Levis, another one with Scotty, Liril, latest one with Airtel
Friends.

Association with movies: CCD can be seen in movies

like Khakhee and Mai Hoon Na.

The branding is one of the essential factors considered

to attract the consumers.:
 PLACE STRATEGY
The strategy CCD has adapted is to place a
cafe in every possible location where some
business can be generated. This is a prime
factor in determining the success of a retail
chain. Café Coffee Day looks to cater to their
target market with strategically located
outlets.
Their outlets are generally located in High
Street/ Family Entertainment Centers, gas
stations, near Collegesetc .
 
EXPANSION STRATEGY:

Cafe Coffee Day has around 821 outlets

in 115 cities in India. CCD plans to take
the total number of cafes to 1,000 by
March 2010 and double it to 2,000 by
2014. In October 2009, CCD announced
that it will increase its international
presence from the current six outlets in
Vienna and Pakistan to a total of 50 stores
across Europe and Middle East in two
years time.
Physical Evidence
 Physical Evidence
Largely wood and granite based
interiors, there is more of steel and
lots more colour now.
The young colours of today, lime
green, yellow, orange, and purple
predominate.
Air-conditioned environment ,
Non smoking zone, Good seating
space, Availability of Fire
Extinguishers, First Aid box,,
Highly comfort lounges etc.
COFFEE CONSUMPTION
IN INDIA……
Year Quantity (in MT)
2002 68000
2003 70000
2004 75000
2005 80200
2006 85000
2007 90000
2008 94400
2009 97600
2010 Above 1lakh
Export from india……
Destination Quantity % to Unit
(In MT) Total Value Rs/
Tonne
ITALY 50802 25.85 108431

RUSSIA 16123 8.20 122337

GERMANY 14649 7.45 123290

BELGIUM 9673 4.92 105832

SPAIN 8556 4.35 97231

Menu of CCD

Espresso
Espresso Americano
Cappuccino (hot coffee)
Kenyan safari
Cold coffee
Ice cream
Pizza, Samosa, Puff, etc.
Competitors
 Awards:
 Best exclusive brand retailer of the year 07
 Best food service retailer of the year 07.
 ICICI excellent retailer award
 Best Coffee Bar in Ahmadabad by Times
Food Guide for the 3rd Consecutive year in
2011.
 Most Admired F & B Retailer of the Year in
2010.
 CCD won in the same category at the 2009
Coca Cola Golden Spoon Awards
 FUTURE PLANS

Serving to the Air-Deccan consumer’s in air.

Planning to open cafes in Middle East,

Eastern Europe, Egypt & South East Asia in
coming months.
Strength:
• Products of extremely good quality and taste.
• Its a youth oriented brand , hence huge potential since
40 % population is below 20
• It produces/grows the coffee it serves hence reducing
the cost.
• USP of brand is its considered a highly affordable
brand.

Weakness:
• Weak brand image and lacks strength to
maintain brand loyalty.
• +Many of the CCD stores are incurring loses due to
wrong site selection.
Opportunities:
• Coffee cafe industry is one of the fastest growing
industry in Asia.
• More people like to visit CCD for informal meetings
• CCD has gone international, and is planning to attract
many new international markets, hence gaining
international recognition.
Threats:
• Competition with other coffee cafes like Barista,
Mochas, all have the same target audience.
• The branches of all competitors are located close to each
other.
• Low degree of product differentiation.
• Substitute effect.
CONCLUSION
CCD is at the heart of the cafe culture wave
that has swept across metropolitan cities It has
tremendous demand. But it still needs to work
on creating a strong brand image and customer
loyalty, also there is a constant need to move
and evolve. There is cut throat competition in
this sector … It has great potential to be one of
the leading coffee shop brands in India.