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Brand Management - Cafe Coffee Day
Brand Management - Cafe Coffee Day
Brand Management - Cafe Coffee Day
India has about 170,000 coffee farms cultivating around 900,000 acres of coffee trees.
Consumption, has been increased exponentially. It has almost doubled to 108,000 tonnes from 55,000 tonnes in 2000.
History
Caf Coffee Day is a division of India's largest coffee conglomerate,
Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL) ABCTCL grows coffee in its own estates of 10,000 acres largest producer of Arabica beans in Asia ABCTCL is one of Indias leading coffee exporters with clients across USA, Europe and Japan.
Network strength: 1100+ cafs in 150+ cities/towns across India and growing
Cont..
Average Footfalls: 400 per caf per day
Average dwell time at caf: 45 minutes Meeting place for Young or Young at Heart people The place they frequent most after home and workplace/college. A place where they meet friends and colleagues, In groups of 3 or more A place where they rejuvenate and are free to be themselves rather than a place to be seen at
Identity:
Coffee & Conversation For young & young at heart Friendly & Stylish Social hub The Logo : Power of Dialogue Tag line A lot can happen over coffee A perfect place to relax and dialogue
Image:
Indian, Young Place to hangout & have conversations Cherished memories
Value Proposition
Functional
Largest chain of Caf in India with 1100+ Outlets Accessibility
Economic
Good and affordable coffee and food compared to the other Cafes Affordability
Emotional
Hang out joint with friends / colleagues - Acceptability
Coffee Day
Beverage s
POD:
Affordable price as compared to competitors Wide network of cafes at strategic locations In-house sourcing of coffee beans Combination of classic coffee + Indian Taste
Perceptual Map
High Price
Quality (Rich)
Quality (Poor)
Low Price
Indian Vibrant
Externalization
Physique
Personality
Internalization
Relationship
Culture
Receiver
Resonance Pioneers Good taste at affordable price Friendly Stylish hang-out joint Wide choice of beverages Affordable price Relaxed environment
Judgment
Feelings
Performance
Imagery
Learning's
Classic learning of how a commodity can be branded Vertical integration to get the competitive edge Bringing in the Local taste for the product success