CAFE COFFEE DAY

- A Marketing Report

EXECUTIVE SUMMARY
CCD aims to be the best coffee chain in the country by offering world class
experience at affordable prices. For this, it closely upgrades and
customizes its offerings to meet consumer needs. CCD induces a sense of
belonging in the minds of the consumer. Students and employed
professionals perceive CCD as a hangout place, a place for meeting
friends and conversation. Ambience and interiors appeal to their visual
senses and smell of coffee to their olfactory senses. People feel young at
heart and relaxed being at CCD. CCD serves as a promoter of social
networking and going to CCD is also considered as a status symbol.
We have analyzed the marketing mix, to help understand the gap in
offerings. E-commerce websites on web space, English newspapers and
business and technology magazines in print media emerge as key focal
media to reach consumers. TVCs should be distributed across all
entertainment, news and music channels.
Based on survey response and analyses we have come up with
recommendations enhance consumer experience which translates into
greater consumer satisfaction and consumer loyalty.

Contents
EXECUTIVE SUMMARY............................................................................................ 2
BRIEF OF THE COMPANY........................................................................................ 4
OBJECTIVE.............................................................................................................. 5
SCOPE.................................................................................................................... 5
METHODOLOGY...................................................................................................... 5
MARKETING MIX (7 P ANALYSIS)............................................................................. 6
CONSUMER BEHAVIOR........................................................................................... 8
MASLOW'S THEORY............................................................................................. 8
CUSTOMER MIND MAPPING................................................................................. 9
BRAND ASSET VALUATOR MODEL.......................................................................9
DIMENSIONS OF BRAND EXPERIENCE...............................................................10
IMPLICATIONS FOR MARKETEER...........................................................................12
RECOMMENDATIONS............................................................................................ 14
Appendix.............................................................................................................. 16
Survey.............................................................................................................. 16
REFERENCES..................................................................................................... 20

BRIEF OF THE COMPANY

Cafe Coffee Day is currently one the biggest and fastest growing
company in the branded coffee business. It is a division of Amalgamated
Bean Company Trading Company Limited. The first CCD outlet was
set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka. Since
then, CCD has opened 1481 cafs across 28 states of India. It has also
started international operations by opening cafe shops at cities like
Karachi, Vienna, Dubai and Prague. CCD is unique in the sense that it
manufactures the coffee that it serves over an estate of over 6,000 acres.
The various brands in which CCD reaches to its million consumers are
following:

Coffee Day Fresh 'n' Ground, which owns 450 coffee bean and
powder retail outlets.
Coffee Day Square, a high level coffee bar in Bangalore.
Coffee Day Xpress, which runs 900 plus Coffee Day kiosks.
Coffee Day Beverages, which runs over 14,000 vending machines.
Coffee Day Exports, its exporting wing.
Coffee Day Perfect, its fast-moving consumer goods packaged coffee
division.
Coffee Day B2C Plant, Coffee vending machine manufacturing in India

CCD is credited with creating the cafe culture wave that swept across the
country and as an exclusive store with excellent service aims to enhance
the consumers Coffee Experience. The target population of the cafe is
majorly the young population in the urban cities with disposable income.
CCD's claim to fame is its youth centric image, making it one of the most
widely discussed brands on the web. CCD is emerging as the ideal
hangout centre or 'adda' for the Indian youth riding on the emerging cafe
market in India. This market although small from a global perspective, is
booming from an Indian perspective. Coffee consumption in India has
increased tremendously doubling from 55,000 tonnes in 1990 to 102,000
tonnes in 2012.
Cafe Coffee day has won several awards and recognitions. It was named
"most popular hangout joint amongst youth" at the 3rd Global Youth
Marketing Forum in 2011. The Indian Hospitality Excellence Awards also
named it "India's most popular coffee joint" in 2011.

OBJECTIVE
Understand why do people spend INR 75 for a coffee at CCD
Understand consumer behaviour with relation to CCD
Implications for the marketers.

SCOPE
People in the age group of 18 35 years in the metro cities who are
regular CCD visitors or would like to have a CCD coffee.

METHODOLOGY

Survey using a prepared questionnaire from a sample population of

150 people in the above target segment to understand the value
proposition they see from a CCD coffee.
Analyse the market by in-depth study, interviews and secondary
research.

The profiling of respondents is as follows : Age Group

Particular
s
18 - 25
25 -35
Gender
Particular
s
Male
Female

Profession
Numb
er
109
Partic
41
ulars

71
Numb
26
er
Student
83
IT
34
Professional
Non
- IT % 33
Numb
Professional
er
141
72
54
28

%
55
23
22

MARKETING MIX (7 P ANALYSIS)

1 Product
The offerings by Caf Coffee Day have evolved in accordance with
changing tastes of the customer. The wide network of outlets across
India requires a standardised menu which can be replicated keeping
in mind same level of quality. The product should initiate a sense of
satisfaction based on aroma, appearance, and taste. Currently, CCD
offers
Beverages
o Hot Hot Coffee, Hot Tea, Hot Chocolate
o Cold Cold Coffee, Ice Tea, Frappe, Fruit Slush
Food Sandwiches, Samosas, Desserts, Cookies, Ice creams,
Cakes
Merchandise Coffee Maker, Coffee Mugs, T Shirts, Coffee/Tea
Powders
The normal serving size of the Hot Coffee and Tea is 210 ml. Other
beverages have a normal serving size of 350 ml.
2 Price
In order to attract the consumers, keeping in mind the varying
spending power, CCD has priced its products to appeal to students
as well as working professionals. CCD has priced its products
competitively, which has led to it being perceived as a value for
money coffee chain in comparison with its competitors. CCD has
adopted differential pricing based on locations such as premium
malls and hot-spots, colleges, hospitals, IT parks and airports.
3 Place
CCD has adopted an aggressive expansion strategy. Its key strategy
has been to open an outlet in every possible location where decent
business can be generated. It is one of the primary factors in
determining its success. To cater to its target segments, Cafe Coffee
Day has mostly opened at strategic locations. It is manifested by the
fact that Cafe Coffee day outlets are available at most malls, High
Street, Family entertainment centers, airports, hotels, colleges, IT
parks and residential hotspots. CCD believes in cluster approach of
opening outlets at hotspots. This is not viewed at cannibalization but
is rather aimed at getting consumers accustomed to the brand and
tapping multiple customers in the same area.
4 Promotion
7

Caf Coffee Day has involved itself in multiple areas of high

consumer passion like:

Television: Caf Coffee Day held contests in partnerships with

Zee English and WB channel who regularly air the American
classic sitcom 'Friends'. The story of 'Friends' revolve around the
lives of lead characters, who mostly hangout in a coffee shop.
They had tied up with shows like Channel [V]s Get Gorgeous,
Roadies etc.
Tie-ups: CCD also tied up lot of the youth brands like Levis,
Scooty, Airtel Friends
Sales Promotion: Caf Coffee Day uses special Caf Citizen Card
for rewarding Caf Coffee Days customers. It also tied up with
'Freecharge' to distribute coupons for complementary coffees
with orders

5 People
The staff is trained to be courteous, polite and importance is given
to personal grooming and hygiene. Service is like a hygiene factor
which is going to be noticed when it is absent. Good experience
might not be in memory, but bad experiences have a lasting effect
and can end customer association. High level of formalization must
hence be maintained across all the outlets.
6 Process
Earlier, CCD had a convenience model of service, but along with
growth and expansion, CCD has moved to a self-service model for
ordering and payment. This might be perceived as inconvenient by
some of the customers, as it affects the continuity and flow of the
experience.
7 Publicity
The brand has gained credibility for filling a much needed gap,
which is a location for spending quality time in the fast moving
urban lifestyle. The communication from the company in the form of
taglines - A lot can happen over Coffee, Sit Down reinforce the
offerings. There is a major network effect which has helped CCD
retain customers as CCD has become synonymous with having
coffee outside.

CONSUMER BEHAVIOR
We have analyzed the consumer behavior with respect to the Cafe Coffee
Day by applying the following models: 1. Maslow's Theory
2. Consumer Mind Map
3. Brand Asset Valuator Model
4. Dimensions of Brand Experience

MASLOW'S THEORY

Inference: According to Maslow theory, Caf Coffee Day will fall in the category
of psychological needs inducing in people a sense of belonging to the
community. It also overlaps with the Esteem needs to a fair extent playing on the
consumers needs for recognition, status and self-esteem.

CUSTOMER MIND MAPPING

Inference: This mental map depicts the knowledge of CCD in the minds of
consumers in terms of the key associations likely to be triggered in a marketing
setting and their relative strength, favourability and uniqueness to consumers.

BRAND ASSET VALUATOR MODEL

Applying four pillars of brand equity to CCD based on, following inferences
were drawn:
Energized Differentiation: CCD currently has 1,481 outlets and is the
market leader in retail coffee chain segment. 76% of respondents think of
CCD when asked to name a retail coffee chain.
At Cafe Coffee Day, conversation is the main product and everything else
surrounds it. People go to a Cafe Coffee Day to have a conversation. This
is also what the consumers felt as maximum number of respondents
stated that they consider CCD as a hangout place, a place for discussions,
for meeting friends. 71% of respondents said that they spend more than
an hour at CCD which effectively validates the initial inference.
10

Relevance: Majority of the 76% respondents who said they think of CCD,
belonged to the age group of 18-35 and consisted of students and working
professional. This suggests that these people visit CCD generally after
their classes or office hours and choose CCD as meeting place, hangout
place, etc.
Esteem: 92% of the respondents had a positive perception of CCD.
Consumers perceived CCD as the place for conversation, as a hangout
place for meeting friends and a place for discussions with no interruptions
from the staff. Convenient location, ambience and variety of food, snacks,
desserts and coolers were main factors that drive consumers to the store.
Knowledge: Since, 76% of customer think of CCD when asked to name a
coffee chain, we infer that consumers are aware of CCD as a brand.
Conversation is the main product offering of CCD which is in sync with
consumer perception as the highest rating as 80% of the customers
considered CCD as a meeting place.

DIMENSIONS OF BRAND EXPERIENCE

Consumers evaluate a brand based on their experiences with the same.
Using this model we can analyse consumers perception regarding the
CCD Experience. The various dimensions on which we review CCDs
brand experience based on the survey can be summarized as follows:
Sensory : CCD as a brand appeals to multiple attributes of a consumers
senses.
The survey shows that the interior design of the caf is the highest ranked
parameter in terms of visual appeal for consumers. The layout and seating
arrangement, placing of the sofas, use of table for two and their
positioning plays an important role in visual appeal. Outside view and
aesthetic appeal also play an important role. However these parameters
fall below interior design in terms of ranking. These were the aspects
which appealed to the visual sensory feelings of consumers.
One of the most important aspects of a coffee is its smell which was rated
as above average in appealing to the sense of smell of consumers.
For appealing to the auditory senses, upbeat music plays an important
role as per the views of the consumers.
From the perspective of an overall appeal to sensory feelings, survey
showed that smell and visual appeal were the 2 most important factors
defining brand experience for consumers.
11

Affective : Affective attributes which define consumer brand experience

include those which induce strong feelings and sentiments. It is the
emotion which the perception of the brand exudes. Survey shows that
approximately 60% of the visitors of CCD feel young by simply coming to
the caf. It induces the feeling of being in a refreshing environment
surrounded by young and active minds, leading to lively discussions and
interactive informal meets. Another important feeling induced in the
minds of consumers is that of satisfaction in terms of status symbol and
self-actualization. Being in a well-designed ambience with great music and
visual appeal leads to people feeling a part of a reputed group bringing
some amount of credibility and status level. Another feeling which is
evoked at the caf is that of nostalgia. Having spent great times with
friends or peer group at CCD brings back those feeling on hearing the
word-CCD. The feeling of being connected with ones friends, peers,
business partners, social circle on the whole is another offering of CCD.
People tend to feel a part of the group and its nurtures the human need of
social satisfaction.
Behavioural : Brand experience can also be defined in terms of
attributes which induce specific behavioural patterns in their consumers.
CCD is perceived as a place for fun, bringing out the light side in its
consumers. They tend to behave in a relaxed fashion viewing CCD as a
place to rejuvenate and relax. People who may not go to a gaming parlour
to enjoy games may end up playing the same in a CCD as a part of the
group which has come to enjoy. Thus the perception of CCD as a fun filled
hangout spot induces behavioural attributes underling the same.
Thus an analysis of the dimensions of brand experience based on the
primary research data brings out interesting insights about brand CCD.

Strength

CC
D

Stature
Esteem and Knowledge
12

CCD emerges as the leader in the retail coffee chain space and has
become irresistible, combining high brand strength with high brand
stature. They hence, have greatest potential to create future value. If we
look at the value proposition to the consumers from another angle, CCD
offers space for conversations on rent. The consumer is perceiving value
from the experience rather than just the consumption of the product

IMPLICATIONS FOR MARKETEER

Media Graphics
During the survey we asked the respondents which of the media graphics
amongst newspaper, television, radio, magazines, internet do they
regularly follow. The results of the survey is as follows

Studen
t

IT
Professio
nal

Non -IT
Professio
nal

62%

Age
Group
(2535)
63%

60%

65%

63%

34%
9%
19%
84%

39%
15%
17%
90%

32%
8%
16%
86%

50%
21%
21%
85%

27%
6%
24%
84%

%
Particular
Followe
s
rs

Age
Group
(18-25)

Newspape
r
Television
Radio
Magazines
Internet

60%
35%
10%
17%
85%

Newspaper

Studen
t

IT
Professio
nal

Non -IT
Professio
nal

80%

Age
Group
(2535)
77%

78%

95%

67%

2%
18%

0%
23%

2%
80%

0%
5%

0%
33%

%
Particular
Followe
s
rs

Age
Group
(18-25)

English
( ToI,
Hindu, HT)
Hindi
Business
(ET, Mint)

80%

2%
18%

13

Inference: Approximately 60% of all respondents read newspapers

across all segments of age and professions.

English newspapers are the most commonly read papers (80% of

respondents who follow papers)
Business newspapers are the second most preferred choice 20% of
those who follow papers.
For IT professionals, English newspapers is the logical choice with 95%
of them reading newspapers like ToI, Hindu, HT, Deccan Herald etc.

Radio
Inference: Our analysis revealed that only 10% of the respondents follow
radio, but we observed that the level of acceptance of radio was higher
amongst working professionals compared to students. This could be due
to use of radio while commute.

Television

Particular
s
Entertainm
ent
Sports
Music
News
Movie

55%

59%

Age
Group
(2535)
43%

55%
56%
49%
58%

43%
68%
40%
54%

81%
38%
69%
69%

%
Followe
rs

Age
Group
(18-25)

Studen
t

IT
Professio
nal

Non -IT
Professio
nal

52%

58%

56%

48%
48%
52%
51%

47%
71%
53%
71%

89%
56%
33%
56%

Inference: TV penetration is quite good with 35% of all respondents

follow Television channels. There is not a significant difference in terms of
preferences for TV channels.

Magazines
Particula
rs

Health

%
Followe
rs

Age
Group
(18-25)

11%

15%

Age
Group
(2535)
0%

Studen
t

IT
Professio
nal

Non -IT
Professio
nal

8%

29%

0%
14

Fashion
Sports
Business
Travel
Technolog
y

28%
21%
60%
18%
50%

33%
23%
48%
24%
48%

14%
15%
100%
0%
57%

38%
31%
54%
8%
39%

15%
29%
71%
29%
85%

25%
0%
63%
25%
38%

Inference:18% of the population reads magazines. This ratio is skewed

towards working professionals (25%) compared to students (15%)

Business and Technology magazines are the most commonly followed

magazines.
Students also prefer Fashion and Sports magazines.

Internet
Particulars

%
Followe
rs

Age
Group
(2535)

Studen
t

IT
Professio
nal

Non -IT
Professio
nal

89%

Age
Grou
p
(1825)
90%

Social
Networking
E-Commerce
Sports
Search
Engines
Gaming
News
Songs &
Videos

86%

88%

96%

85%

31%
38%
66%

30%
35%
66%

32%
46%
65%

27%
36%
65%

38%
45%
62%

36%
36%
71%

7%
49%
42%

8%
42%
39%

2%
68%
51%

5%
40%
37%

14%
58%
65%

4%
64%
32%

Inference: We have observed a very high usage of internet amongst all

the categories (85%)
A very high proportion of the respondents amongst all categories follow
social media sites.
A significant % of people use search engines like Google, Wikipedia and
music and videos websites
E-commerce sites have 35% usage, but considering the growth of ecommerce in the country, we expect an increase in the number of
people who use these sites.

15

RECOMMENDATIONS
Discounts : Special offers such as discounts on special occasions are
preferred by approximately 60% of the consumers surveyed. Special
discounts can be given to students on show of identity cards.
Combo Deals : Combo meals were given a positive response by about
45% of the consumers.
Seating Arrangement : 40% consumers felt the need for better seating
arrangement keeping in mind the concept of a personal segregated space.
Also 95% consumers come in groups of 5 or less. Hence the seating
arrangement should be revamped keeping in mind these two aspects.
Smaller personalized seating areas in lounges and smaller tables must be
introduced keeping in mind the trend of visitor pattern.
Menu : 30% people prefer more variety in menu would hence a
dynamically changing menu be an attraction to visit CCD.
Board Games : 25% people prefer to play board games. Survey analysis
reveals an equal stress on this aspect across all segments of consumers
surveyed students and professionals alike. Introduction of board games
would help create a more interactive, friendly, fun-filled experience for its
consumers. Apart from Board games, comics and tablets in premium
stores.
Special Occasion Celebrations : Students prefer to celebrate special
occasions like Valentines Day, Rose Day, Friendship Day, etc at CCD.
Other working professionals and self-employed individuals were not much
enthusiastic about this concept.
New Stores: Over 80 % consumers spend less than INR 500 at CCD.
Keeping this in mind, we can increase the cafe outlets in the school and
college areas. Lounges must be restricted to affluent localities.
Latte Art
Periodic changes to latte art according to location, occasion, season and
customer can be incorporated to bring in a fresh and unique experience
for the customer on every visit. This would lead to indirect publicity by
word of mouth with customers looking forward to every new cup of coffee.
Changes to Loyalty Card
The existing Loyalty Card can be altered to incorporate points to the
customer based on number of visitors, number of referred enrolments,
revolving discounts for future visits, customized merchandize on reaching
landmarks.
Customer Delight
26% of the customers had a positive attitude towards freebies. Customer
delight can be achieved by positively surprising customers without
substantial costs to CCD. Some examples are complimentary cookies,
desserts, birthday cards on order of cakes, or any merchandize.

16

From Advertising Perspective

With the growth of E-commerce, CCD should start concentrating more

on advertising on E-commerce websites.
In newspapers, consumers have shown a clear preference for English
newspapers. In this section, CCD should concentrate on general
category newspapers which have the maximum readership followed by
business newspapers.
CCDs promotion strategy on Television must be an equitable
distribution of advertisements across all channels due to a lack of clear
preference indicated by the survey.
Business and technology magazines gain maximum readership as
indicated by the results of the survey, hence CCD should focus on these
two segments.

17

APPENDIX
SURVEY
Coffee Chains in India
Q1 Which coffee chain comes to your mind when you hear the words "coffee
shop" ?
Q2 How would you describe CCD in one sentence?
Q3 You like going to CCD because:
Q4 How often do you visit CCD

Almost daily (1)

2-3 times a week (2)
2-3 times every month (3)
Not often (4)

Q5 What is the occasion/purpose for which you go to CCD?

Dine out / eat during Snack time (1)

Meet friend(s) (2)
Business Interaction (3)
Small Treats/Parties (4)
Study / Work (5)

Q6 How much money do you spend there?

Less than 200 (1)

200 500 (2)
500 1000 (3)
More than 1000 (4)

Q7 You normally visit CCD in a group of how many people?

Less than 3 (1)

3-5 (2)
5-10 (3)
More than 10 (4)

Q8 How much time do you spend?

Less than an hour (1)
1 2 hours (2)
2 4 hours (3)
18

 More than 4 hours (4)

Q9 What do you prefer to have while at CCD?

Hot Beverages (1)

Cold Beverages (Cold coffee, frappe, slush, juices) (2)
Quick Bites (3)
Desserts (4)

Q10 How do the following factors impact your decision to visit CCD ?Rate the
following on a scale of 1-5 (1 being the lowest and 5 the highest),

Value for
money (1)
Interior (2)
Ease of
access (3)
Quality of
Service (4)
Variety
(Menu) (5)
Quality of
food (6)
Quick
Service (7)

1 (Very low)
(1)

2 (Low) (2)

3 (Average)
(3)

4 (High) (4)

5 (Very
High) (5)

19

Q11 What can be a factor for you to visit CCD more often?

Discounts (1)
Freebies (2)
Combo Deals (3)
More Menu Variety (4)
Better Quality of food (5)
Better Interiors (6)
Personalized space (7)
Better Quality of service (8)
Occasion celebration (9)
Board Games (10)

Q13 On the following parameters, select how satisfied you are with CCD on a
scale of 1-5, 1 - Being highly dissatisfied and 5 Highly Satisfied ?

Interior
design (1)
Good crowd
(2)
Outside view
(3)
Layout/
Seating (4)
Smells nice
(5)
Newspapers/
WiFi (6)
Comfortable
(7)
Upbeat Music
(8)

Very
Dissatisfied
(1)

Somewhat
Dissatisfied
(2)

Neutral (3)

Somewhat
Satisfied (4)

Very
Satisfied (5)

Q14 Which of the following do you associate with CCD?

Young (1)
Status Symbol (2)
Connected (3)
Fun (4)
Relaxed (5)
Nostalgic (6)

20

Q15 Your age group

Below 18 (1)
18 25 (2)
25 35 (3)
More than 35 (4)

Q16 Gender
Male (1)
Female (2)

Q17 Profession

Student (1)
IT professional (2)
Non IT professional (3)
Self-employed (4)
Unemployed (5)
If Others, please specify (6) ____________________

Q18 Income level

None (If student click here) (1)

Less than 5 lakhs (2)
5 10 lakhs (3)
More than 10 lakhs (4)

Q19 Location of CCD store most often visited

Delhi / Mumbai / Kolkata / Chennai / Bangalore / Hyderabad (1)
Others (2)

Q20 Which of the following do you regularly follow?

Newspapers (1)
Television (2)
Radio (3)
Magazines (4)
Internet (5)

21

Answer If Which of the following do you regularly follow? Newspapers Is Selected

Q21 Which newspapers do you read most often?
English newspapers (ToI, Hindu, Deccan Herald, HT, DNA etc) (1)
Hindi newspapers (Dainik Jagran, Navbharat, Hindustan etc) (2)
Business Newspapers (ET, Mint, Business Standard etc) (3)
Answer If Which of the following do you regularly follow? Television Is Selected
Q22 Which TV channels do you follow most often?

Entertainment (1)
Sports Channel (2)
Music Channel (3)
News Channel (4)
Movies Channel (5)

Answer If Which of the following do you regularly follow? Magazines Is Selected

Q23 Which magazines do you read the most?

Health (1)
Fashion and Bollywood (2)
Sports (3)
Business (4)
Travel (5)
Technology (6)

Answer If Which of the following do you regularly follow? Internet Is Selected

Q24 Which websites do you visit the most?

Social networking (1)

E-commerce (2)
Sports (3)
General Info (wiki, google etc) (4)
Gaming portals (5)
News (6)
Songs and videos (7)

REFERENCES
References
Marketing Management A South Asian Perspective,14e, P. Kotler, K. Keller, A.
Koshy, M. Jha
Questionnaire and Form Design Chapter in Marketing Research: An Applied
Orientation by Naresh K. Malhotra and Satyabhushan Dash
Brand Experience: What is it? How is it measured? Does it affect Loyalty? J.
Brakus, B. Schmitt, L. Zarantonello, Journal of Marketing 73 (May 2009), pp 52
-68
22

Coffee Experience and Drivers of Satisfaction, Loyalty in a Coffee outlet - With

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Venkatesakumar, The Journal Contemporary Management Research 2011, Vol.5,
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A COMPARATIVE STUDY OF CUSTOMER EXPERIENCE IN CAF COFFEE DAY VS
BARISTA
A comparative study of customer experience in Caf Coffee Day v/s Barista,
Vijay.R.Kulkarni, International Journal of Advanced Research in Management
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http://ehis.ebscohost.com/ehost/detail?sid=75709c4d-b530-4e4c-9eb188e6083149e0%40sessionmgr114&vid=1&hid=102&bdata=JnNpdGU9ZWhvc3Q
tbGl2ZQ%3d%3d#db=n5h&AN=2W62W6749109091
http://ehis.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=9d1090a0-27a7-49fe91cf-8ef048923f77%40sessionmgr110&vid=1&hid=102
http://www.afaqs.com/interviews/index.html?id=370_Conversation-is-the-mainproduct-at-Caf#233;-Coffee-Day:-K-Ramakrishnan---CCD
http://www.dnaindia.com/money/1849070/report-at-cafe-coffee-day-3-kinds-offacelifts-brew

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http://bear.warrington.ufl.edu/weitz/mar7786/Articles/brakus%20ettal
%202009%20brand%20experience.pdf

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