CCD vs Barista

Caf Coffee Day

A division of Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL) It opened its first cafe in 1996 on Brigade Road in Bangalore today has the largest cafe retail chain in India with 937 cafes in 135 cities Caf Coffee Day sources coffee from 5,000 acres (2,023 ha) of coffee estates Expanding Globally

Barista
Barista traces its roots back to the old coffee houses in Italy Barista Lavazza is currently owned by Lavazza, Italys largest coffee company the chain has 200 stores in India annual revenue of Rs 200 crores. Coffee is supplied by the Indian roaster Fresh and Honest, headquartered in Chennai

Attributes for CCD

Economical Hang out place Dating joint Meeting place Strong youth orientation

Attributes for Barista

Expensive Sophisticated Stylish High end

Benefits of CCD
To kill time Quality of products Value for money Strong youth orientation

Benefits of barista
Social gathering Business meeting

Culture of CCD
Western culture (European )

Culture of Barista

Traditional Italian

Values of CCD
Delivering the customer by itself Joyful and vibrant ambience Friendly & Cooperative

Value of barista
Quick and efficient service Sophisticated ambience Italian coffee experience in warm, friendly & relaxed environment Make every guest feel comfortable & welcome

Personality of CCD
Creative Friendly

Personality of Barista
Down to earth Consistent (Quality & Taste) High Quality

CCD User
College students Today s Youth Age group between 16 to 26

Barista user
Professional Business people Age group between 14 -60

LE CHAI GARAM
Aao Baatein Karein

Format: An Economical Tea Parlor

Brand Name: Le Chai Garam (Lets Talk) (Aao baatein Karen)

roduct: Tea (Hot / Cold), Coffee (Hot / Cold), Snacks (Rolls, Sandwiches, Wafers, Biscuits etc) Value Proposition: Providing quality products with affordable price in a sophisticated/ funky ambiance

Attribute
Economical Meeting Place (For executives & old peoples) Section 1 Hang out/Dating joint place for youth - Section 2

Benefit
Social Gathering/ Business meeting To kill time Wide product range(Tea, coffee, snacks etc) A place for everyone (Tea is consumed by every age group)

Values
Quick & efficient service Catering all segments of the population Providing customer a warm & comfortable experience

Culture
Mix of Western & Indian Tradition Sophisticated Section 1 Funky Section 2

Personality
Welcoming High Quality, affordable price Creative Hospitality for every person

User
Aged 13 - 65 Common peoples, Students, Executives

Creative Brief
Q1. What do we want advertising to do? As the brand is new the advertising would like create awareness among users by communicating the differentiating factors What is the advertising going to do? (Role) Create awareness Who is the advertising going to do it to? (Target) Executives, Students & Common people How is it going to do it? (Content) The content will try to connect the TG with the brand Where and when? (Media) Print, Hoardings & Promotional campaigns

Q2. Who are we talking to and what insights do we have about them? Executives, Students & Common peoples Insight Indians are fonder of Tea then coffee. There is no place where people can get variety of tea with good quality & affordable price. Usually in India people who consumes tea, they have it minimum twice a day (morning & evening).Tea which is available in the market is not of good quality & does not have variants & generally quality tea is available in restaurants but with no good ambiance.

3. How do we want them to describe the brand? A brand which is creative & consistent in serving the products with quality & a value for money deal 4. What is the single most important thing we want them to take out of advertising? Who we are, what we serve & whats our specialty

5. How can we make this believable? By showing them that this is the only place where you can relax & have a cup of chai with a great ambiance 6. Is there anything else worth thinking about to help us get great creative work? Since we are targeting to the mass the ads should be simple & catchy, we can use different types of ads for different TG 7. Dos and Donts in the campaign?

Love BELIEVE

Dream
Play Sing

Why go any where else when you can Laugh, relax, breathe, sing, play, dream, believe & love at a single place, with having a warm cup of chai, made from finest tea leaves from various parts of India.

Come be a part of this extravaganza

AAO BAATEIN KAREIN

Le Chai Garam is a ethnic TEA PARLOR Located in your nearby vicinity. The parlor is one of its kind having a Synergy to serve the fine Indian tea specialty with its creativity. An ideal place for meetings & social gatherings. Come be a part of this extravaganza

Le Chai Garam

AAO BAATEIN KAREIN

An Ethnic Tea Parlor

FRESHNESS OF ASSAM IN EVERY SIP OF OUR CHAI

Le Chai Garam
An Ethnic Tea Parlor

Taste the flavor of fine Indian tea specialties' only at

Le Chai Garam An ethnic tea parlor AAO BAATEIN KAREIN

Thank You