Marketing Management

Marketing Mix of
Café Coffee Day
Submitted By:
Submitted To: Ms. Ragini Vyas
Ms. Isha Sharma BBA Sem III
ICG/2017/23744
 Introduction
• Founded- 1996
• Founder- V.G Siddhartha
• Headquarters- Bengaluru
• No. of locations- 1556+ cafes in 172
• cities of India and growing

• Outlets set up are based on three formats

 Café
 Lounge
 Square

• Pioneer of the café culture and the first to launch the “coffee bar”
concept in India
Logo & Tagline
 Why CAFÉ COFFEE DAY?

• Average footfalls- 300 per café per day

• Average dwell time at café- 45 minutes

• Meeting place for 15-45 years old

• A place where
 Students hang out after their school/college
 Reunion
 Business meetings
 Special occasions are celebrated
 Unique Selling Proposition
Affordability with comfort
Widely recognizable

You can sit for a whole day in cafe coffee day and no one will ask
you to leave. This comfort is a major USP of Cafe coffee day

It is one of the most easily recognizable café of India and is

known and visited by almost everyone
 Repositioning of CCD

NEW LOGO

Changing the logo to a ‘Dialogue Box’- with the word CAFÉ

COFFEE DAY symbolizes a perfect place “relax and chat”
Key Target Audience
• Major chunk of CCD customers falls within the
age group of 20 to 30 which accounts for
57% of the overall percentage.

• The group comprises of mainly college going

students and young working professionals.

Professionals
Students
Others Above 30
Above 19
16-19
20-40
25-30
 Competitor Analysis

Direct Competitors

Costa Café
Barista Starbucks
Coffee Mocha
Indirect
Competitors

Mc Donalds Dunkin
KFC
Donuts
4 P’s of CAFÉ COFFEE DAY?

PRODUCT PRICE

PLACE PROMOTION
 Product
• Offers wide range of
products
• Aims to provide
snacks with Indian
taste along with
classic coffee
 Product Portfolio
Product Mix Width

Food and Beverage Non Food Items B2B

Food Beverages
Coffee Powder Bulk/ Corporate
Orders
Desserts Coffee Coffee Machine
Catering
Snacks Tea Cups & Mugs Services
Product
Line Length Cakes Chocolate Shakes Chocolate & Coffee Vending
Cookies Machines
Sundaes Frappe
Apparel & Advertising
Heavy Foods Fruit Shakes & Accessories Space
(in Lounges) Lemonades
Gift Cards &
Vouchers
Pricing
• Psychology Pricing
- Pricing the product as Rs 59, 109, 139
etc. rather than in the multiples of ten to
give a feel that the product is less priced.

• Location Pricing: On the basis of

outlets, prices have been positioned.
 Café
 Lounge
 Square

• Combo Pricing:
-Clubbing up two or more products on
special occasions.
 Place
• The aims is to strategically locate outlets according to the
target customers
• Coffee machines in colleges canteens
• Kiosks near offices
 Types Of Outlets

The The Lounge

Square

Café
 Promotion
• Sales promotion activities
 Combo deals
 Happy hours
 Privilege cards
 Redeemable coupons
 Contd.
• Movie industry involvement
The Cafe has a favourable business relationship with Bollywood.
Scenes from movies like; Main Hoon Na, Bas Yun Hi and Khakee were
shot within some of its outlets. Since it targets 'the young at heart',
customers enjoy this new addition

• Internet advertisements
The different menu options and services offered at Cafe Coffee Day are
advertised on the internet to create further awareness to customers.
• Partnership with other brands

• Billboards

• Internet advertising

• Radio
 Process
This involves the daily operations of Café Coffee
Day. The manner in which the café is run from its
coffee farms to its distributors, outlets and finally
to its customers.
Positive Impact-
• Innovative
• Order duration
• Delivery
• First mover advantage
 Physical Evidence
• Ambience- The look and feel in a café coffee
day outlet is comfortable. The decoration and
wall images are inviting.
• Literature Visibility- The words on its menu and
phrases in its outlets are visible and customers
are able to comprehend the message being
passes across.
• Coffee Beans Farms- The company produces its
own coffee beans on privately owned farms in
India.
 People
The employees at the Café can either make or
break the business. People at Café Coffee Day
believe that “People are hired for what they know
but fired for how they behave.”
Positive Impact-
• Professional Service
• Neatness
• Assistance
• Mannerisms