Marketing Mix Cafe Coffee Day

PRODUCT:

Café Coffee Day product mix constitutes a wide range of products that appeal primarily to Indian coffee and snack lovers. Products have a decided Indian taste to it – be it food or coffee. Most of the eatables have been adopted to meet the Indian taste buds like samosa, biryani, masala sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with classic coffee.The best selling item in summer is frappe, which is coffee and ice cream blended together. The young people favor it. In winter it is cappuccino. Their merchandising includes funky stuff like t-shirts, caps etc.

PRICE:

Considering that Café Coffee Day knows its major customer lies in the bracket of 15- 29,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. From the time it first started its operations, there has been only minor changes in the pricing policy of Café Coffee Day. The changes have been more due to the government taxes than any thing else.

PLACE:

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 Colleges etc.

PROMOTION:

CCD is involved in all the areas of serious consumer passion like:

--Television: Café Coffee Day held a contest around a very popular programme on Zee English calledFriends. All the six lead characters are shown often visiting a coffee shop.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 Scooty, Liril, latest one with AirtelFriends.

--Association with movies: CCD can be seen in movies like Khakhee and Main Hoon Na

--Sales Promotion:Café Coffee Day uses special ‘Café Citizen Card’ for rewarding Café Coffee Day’s customers. It is a loyalty program to gain new customers and retain the existing ones.

PRICE:

The ordering and delivery process in CCD was earlier based on self- service. But now in most its coffee shops the waiter comes and takes away the order and delivers the order on table.

PHYSICAL EVIDENCE:

a)Logo , image, brand: Café Coffee Day has used bright red and green colours in its logo. RED stands for leadership , vitality, passion for coffee. The GREEN stroke harks back the coffee plantations that they own. Café is noticeably larger in the logo to denote that Café Coffee Day pioneered the café concept in India way back in 1996.The font looks as though the letters have congealed out of a liquid.

b) Architecture and Decor: Largely wood and granite based interior with young colours of today,like limegreen, yellow, orange, and purple predominate.

c) Literature: The literature provided by Café Coffee Day is indicative of its youthful image. The menus, posters, pamphlets are all designed to attract young and young at heart.

PEOPLE:

People at Café Coffee Day believe that “People are hired for what they know but fired for how they behave”. Motivation and personal skill are laid emphasize upon. Their employees are like friend to the customer but at the same time they know about the international standards of hygiene and cleanliness and personal grooming.

Cafe Coffee Day- the preferred medium for alternative marketing needs

Cafe Coffee Day has successfully executed a number of campaigns for various brands across a wide spectrum like FMCG, white goods, telecom, education and many more categories to meet their brand objectives and thus has proved to be a strong alternative to conventional media properties.

The opportunity to get the brand message across to customers in a very subtle yet effective method is limitless. From large wall spaces which can attract the customer with eye catching brand messages to 3D table stickers, to branded tissue papers, the list is endless. CCD is also trying to continuously innovate and offer the best possible options to create a successful campaign.

CCD offers the option to deliver a well rounded brand experience if the youth happens to be the target customer of the brand. The leveragable strengths of CCD:

Vis-a-vis reminder medium

• Lucrative base of 3 million young consumers (15-30 yrs). No other reminder medium can boast of such a focused TG delivery.

• Distribution: 800+ cafes spread across 120+ cities which includes tier 2 as well as tier 3 towns as well. A definite advantage compared to medium like Radio and Cinema.

• Dwell time: Though other mediums could talk of higher time spent on the medium, ad communication is much limited to a few seconds. Vis a Vis communication is effective for the complete dwell time at CCD.

• Engagement: Trials, customized communication.

Vis-a-vis below-the-line medium

• Focused TG (as against mall activations or road shows).

• Uninterrupted OTS, due to high dwell time and continuous visibility of communication, thus least opportunity of consumers to switch communication.

• Captive audience, as against other diversions at malls or road shows. There are no attention diverters and the audience is in a relaxed state of mind and open to engaging with the communication.

HIGHLIGHTS

ITC- Fiama Di Wills/VivelCampaign

Objective: to sample the product to a filtered young Sec A/A + potential buyer

Touch Points in cafes: High impact and involvement driven, Tent Cards, CRM forms, Walls, Standees

Visibility: High impact intersections like Wall, Standee, Tent Cards. As soon as the customer sits down, he/she is handed over a Vivel/Fiama gift hamper by the team member and requested to fill up a CRM form. The CRM forms are collected in the drop box kept on the counter.Number of Samples given out for Vivel/Fiama, in three phases: 2 Lakh

Metro Now Campaign

Theme : Soapbox

A soapbox is a raised platform on which one stands to make an impromptu speech

CCD Activation:

10 cafes, high on student footfalls chosen for the promotion where CCD consumers would be invited to come up, stand on a soap a box and ”Give Gyaan”

Topics chosen:

• “Old enough to get married have a child but not old enough to Drink??”

• “Safe Premarital sex v/s moral issues”

• Age - 43 SRK is the superstar & heartthrob of the youth…??

• “Love at first sight”

The schedule was announced on tent cards, leaflets, danglers and standees in 40 cafes in Delhi/NCR. A professional MC conducted the event at all the 10 cafes. The best views won prizes and got aired on Metro Now.

CCD offerings for campaigns and promotions

ON THE TABLE- Stickers and Tent cards

WITH THE FOOD- Side Menu Card

CONTESTS- Contests have been activated through leaflets/contest forms given out with the menu-card /bill folders. Drop boxes, which also add to prominent visibility, are used to collect all entries to the contest

ON THE WALL- The most imposing branding option within a cafe for visual communication with minimal amount of text.

SAMPLING- The surest way to reach your filtered TG reducing all clutter costs. For example, to communicate soya milk re-launch and communicate its benefits Heshey’s Soya Milk samples were distributed after billing customers in 60 cafes in Mumbai, Delhi and Bangalore. The collaterals used were 3D table stickers and standees. About 5 lakh samples were dispensed over a period of one month.

A shift in gear

Well we have been discussing a lot about fast food for the past few days.Mc Donald's, Taco Bell, KFC are all leading fast food brands.We have talked about their strategies, their positioning, their logos in depth.Now lets change the gear a little bit.Lets talk about some coffee shops.Apart from having coffee in their offerings,they offer a number of other items like pastries, sandwiches and burgers to name a few.Are they not the competitors of KFC, Pizza Hut and Mc Donald's.We should spare a thought to it.

Lets start with Cafe Coffee Day- leading coffee shop brand in India.As their tagline goes "A lot can happen over a cup of coffee". It is the most popular coffee among the youths, even young proffessionals to some extent due to its affordable pricing and "cool" ambience. People go ,have coffee, listen to music, chat, snack on items.Before CCD came into existence there was another coffee shop which was very popular-Barista. It is still there but CCD no doubt has captured the market.Barista's target audience-mainly middle aged working proffessionals is different from CCD's. On the price front, Barista is high. They also offer a wide range of mocktails and other snack items apart from coffee and ice cream shakes and so on and so forth.

Another striking feature due to globalization and increase of disposable income, even youths from tier 2 and tier 3 cities have started visiting these places.CCD is present in tier 3 cities like Bhubaneshwar. So it is no more the youths from metro cities who frequent these places.This is a good piece of news for all the fast food companies and even coffee shops who are planning to go live in the recent future.

One thing which I am desperately waiting for is the launch of Starbucks in India-which is destined to happen sometime in the near future. It will change the existing situation and give a new dimension to the entire scenario.