Coffee Industry - Overview
India - 6th position producing approx 3 lakh tons / p.a.
Coffee Consumption in India is growing at 6% p.a. compared to global 2% plus p.a.
In India, the per capita consumption of coffee is around 85 grams while it is six kgs in the US.
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
Café 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 India’s leading coffee exporters with clients
across USA, Europe and Japan.
UNDERSTANDING CAFÉ COFFEE DAY
India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd promoted by V G Siddhartha (Founder & Director)
Headquarters based in Bangalore, Karnataka
First Café coffee day outlet was started in Bangalore (1996) on Brigade road A Rs. 750 crore ISO 9002 certified company
Pioneer of the café culture and the first to launch the “coffee bar‟ concept in India.
Network strength: 1100+ cafés in 150+ cities/towns across India and growing
Cont..
Average Footfalls: 400 per café per day
Average dwell time at café: 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”
Brand Identity & Image
Coffee & ConversationFor young & young at heartFriendly & Stylish Social hubThe Logo : Power of Dialogue Tag line – A lot can happen over coffee A perfect place to ‘relax and dialogue’
Identity:
Image:Indian, YoungPlace to hangout & have conversationsCherished memories
CCD - Customer Experience.flv
KEY TARGET AUDIENCE
Major chunk of CCD customersfalls within the age group of 20 to 30which accounts for 57% of the overall percentage.
The group comprises of mainly College going students and young working professionals.
Apart from the café’s product & a place to Hangout with friends the café is the venue for the Business Meeting(13%) , Celebrating Special Occasion (10%) & Just Time Pass (17%)
YOUTH – The Target Audience
Strong Voice in household purchases
Make consumption related decisions in company of friends
Influencers: Peer group, workmates
Access to large amount of money to spend
Likes to seen at the right place
Socially Active: Hangs out at cafes/malls
Looking for a good lifestyle
Aspiration led purchases
Value Proposition
FunctionalLargest chain of Café 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
Café Coffee Day – SWOT Analysis
Strength:
Large Number of outlets
In house sourcing
Tie up with Corporates
Excellent Ambience & Service
Weakness:
Limited target audience
Limited Offering on Food
Opportunity:
Large untapped market
Tie up with other companies for promotion
Threat:
Foreign players Georgia Jeans,
Costa Coffee ,Star bucks, etc
Large unorganized market
Coffee Day – Branded House
Coffee Day
(Branded House)
(FMCG
Packaged
Coffee)
division
PerfectFresh 'n' Ground
450 coffee
bean and
powder retail
outlets
a high level
Coffee bar
Square Lounge
X’press
900 plus
Coffee Day
kiosks
Beverages
over 14,000
vending
Machines.
Exports
Coffee exports
division
Coffee Day
Coffee Day
Coffee Day
Coffee Day
Coffee Day
Coffee Day
Café Coffee Day – POP / POD
POP:Good Hospitality & Ambience
Variety & wide choice of
beverages
Friendly and stylish hang-out
joint
Strong Tie-ups with corporatePOD:
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
High Price
Low Price
Quality Quality
Perceptual Map
(Rich) (Poor)
Brand Identity Prism (Kapferer)Exte
rnalizati
on
Inte
rnaliz
atio
n
Relationship
Culture
ReflectionSelf - Image
Physique
Personality
Sender
Receiver
YoungSophisticatedCasual
FriendlyNon- Intrusive
For the upward class wanting to have a casual environment to chat
SophisticatedFriendly Environment
Music LoversHangout Place
IndianVibrant
Keller’s CBBE Model
•Rich taste, Coffee & Snacks , Ambience
Salience
Performance
Imagery
Judgment
Feelings
Resonance
•Friendly •Stylish hang-out joint
•Wide choice of beverages•Affordable price•Relaxed environment
•Efficient Service•Wide network of
café’s
•Pioneers•Good taste at affordable
price
Frequent revisits (A place where you can be yourself)
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
Branding the Customer experience
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