BRAND AUDIT AND

CONSUMER REASEARCH

BY:- HARKAMAL SINGH

Major brands in the Industry Café Coffee day

Controls 65% of market in terms of outlets and market share with 1350 outlets as on date.

Expanding at rapid clip, plans to have 2000 cafes by 2014, less than 2 years from now.

Effective pricing, Menu, Locations

Barista

Barista Lavazza ( slightly more premium than CCD) & Crème (catering to higher end clientele), it has about 200 outlets notching up about 300 crores in revenue p.a.

Constant management upheavals has led to loss of market share to CCD and has allowed Costa to gain a foot hold among the up end of market.

Costa

Has been the third front is this coffee politics, not affecting the leader (Coffee day) but eating the shares of Opposition (Barista).

Indirect competitors

As a coffee service

Nestle, Tata Coffee, BRU

As meeting place

Park bench, hotels, and cinema halls.

Food chain

McDonalds is a competitor and so are other coffee chains like Barista and Mocha.

CCD known for? • Regular meeting place for 18 to 35 Years old. • Each cafe depending upon its size attracts between 400 and 800

customers daily. • Its different divisions include:

– Coffee Day Fresh 'n' Ground (which owns 450 coffee bean and powder retail outlets).

– Coffee Day Square (high level coffee bar.). – Coffee Day Xpress (which owns 900 Coffee Day kiosks). – Coffee Day Takeaway (which owns 11000 vending machine). – Coffee Day Exports. – Coffee Day Perfect (FMCG Packaged Coffee) division

• Ranks No 2 in the Brand Equity’s Most Trusted Brands 2011 survey – in the food services category.

• CCD is the market leader in India and was awarded the ‘Exclusive Brand Retailer of the Year’ by ICICI Bank in its Retail Excellence Awards 2005.

• ‘Best Coffee Bar’ title for the 3rd consecutive year along with top honors at Coca Cola Golden Spoon Awards 2010.

STP

Segmentation

Target

Positioning

People looking to go to have a coffee and snacks at a hangout place

Youth in the middle and higher income groups

Hangout place for conversations, for the young and the young at heart

MENTAL MAP

trendsetter changing

original

lifestyle

Fun n entertaining

cool

young

Leader

Real n genuine Connected

• Brand name and brand visibility • Huge young crowd as target

group • Ambience and service • Over 1000 outlets and 300,000

visitors per day • It produces/grows the coffee it

serves hence reducing the cost.

1.Introduce cheaper versions of coffee 2.Tap the smaller towns/cities 3. Merchandising. 4. Tie ups with other companies for promotion

High competition in this segment

1.Entry of foreign players like starbucks 2.Dependent on Govt commodity rates 3. Large unorganized market

BRAND RECALL

• The logo colors signify:

1. Red – Leadership, passion.

2. White Swirl – Purity of purpose, invigorating properties of coffee

3. Green Stroke – 125 years of coffee growing heritage of this vertically integrated group

CCD’s New Brand Identity

• In October 2009, CCD unveiled a new brand logo, a Dialogue Box, to weave the concept of ‘Power of Dialogue’.

• New look by the end of 2009. • Cafés redesigned to suit different environments such

as book, music, garden. • Cyber cafes were also refurbished for corporate

offices, university campus or neighborhood. • The change plan included new smart menu,

furniture design, among others.

PERSONALITY DIMENSION

DIMENSION TRAITS THAT EXPLAIN

SINCERETY LOVE, HEART

EXCITEMENT RED COLOR, BRIGHT, VARIETY, CONVERSAION

COMPETENCE TASTE, PRICING, NO. OF OUTLETS

SOPHISCATION AMBIENCE, EXPRESSION

RUGGEDNESS GROWTH STRATEGY

BRAND ICEBERG

• Visible components :- • Tagline

• Touch points

• Image

• Color

• Social network

• Brand endorsements , etc.

• Invisible components :- • Vision

• Training

• Acquisitions

• Leadership

• Awards & recognition

• Rebranding and other process

KEY TARGET AUDIENCE

9%

13%

21%

29%

28%

AGE

MORE THAN 30 LESS THAN 19 16-19 20-24 25-30

BRAND EXTENSION

Café Coffee Day partnership with Proline to sell the products like T-shirts, Mugs, Coffee Makers, Gift cards etc.

Cafe Coffee Day sells its own brand of cookies, wafers and mints , packaged drinking water.

CCD Lounge