CAFÉ COFFEE DAY CCD , Café Coffee Day a division of India's largest coffee conglomerate, Amalgamated Bean

Coffee Trading Company Ltd

A Rs. 750 crore ISO 9002 certified company, and pioneer of the café culture and the first to

launch the ‘coffee bar’ concept in India

Network strength: 1090+ cafés in 130+ cities/towns across India and growing

Average Footfalls : 400 per café per day

Average dwell time at café: 45 minutes

Meeting place for 15-29 year olds

The place these people frequent most after “home and workplace/college”.

A place to meet friends and colleagues in groups of 3 or more

A place where these youth rejuvenates and are free to be themselves rather than a place to

be “seen at”

CCD`s “In house research data ” shows that while customers come to CCD for their product

offerings, a substantial amount of our customers come to “Hang out” with friends.

The café is also the venue for business meetings (13% ), celebrating special occasions (10%) or

just plain “Time Pass” (17%).

YOUTH BEHAVIOUR AT CAFÉ COFFEE DAY

Strong Voice in household purchases

Make consumption related decisions in company of friends

Consumption areas: Personal clothing & accessories, food, entertainment, consumer

durables

Influencers: Peer group, workmates.

Tech Savvy

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

Looking for a multiplicity of experiences

Aspiration led purchases

Seeks 'feel-good factor' and expression of identity through choice of brands consumed. But

is also value conscious.

Spending Power: Rs 7,000-40,000 p.m.

(Sources – a) Ernst & Young Study – Yousumerism 2008 &

b) Bates 141 study - 3 generations, 1 big market 2008)

KEY TARGET AUDIENCE

Lucrative base of 3 million young consumers (15-30 yrs)

• 80% of these in 15-30 yrs age group

• Cumulative monthly disposable income of 2160 crores

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.

SEX RATIO & MARITAL STATUS

Chandigarh U.T. and Beyond

There is a definite skew towards singles : 66% singles, 27% married & 7% others.

GROUP SIZES

Maximum foot-falls are in groups of size varying from 3 to 5 people followed by people coming

in groups of 2, a major part of which are couples.

PROMOTIONS AT CAFÉ COFFEE DAY

CCD ONGOING PROMOTIONS

1. From The Land Of Cool

2. Exciting Merchandise

3. Leaders of the future : Scholarship program for FLAME

CONTESTS @ CAFES

Contests have been activated through leaflets/contest forms given out with the menu-

card /bill folders

Drop boxes, which also add to prominent visibility, are used to collect all entries to the

contest

CCD`S PARTNERS

CAFÉ GANG CARD

• Café Gang is a discount based loyalty programme for our valued customers at Café

Coffee Day which was launched a loyalty program that rewards customers for their

repeat visits

• Launched on 18th Sep 2010 in Pune.

• Membership sold for Rs.49

• Valid up to April 30, 2011

• To build India's most iconic community of youth in the country

– Understand consumer behaviour better

– Build a channel for constant communication

– Give the customers a reason for frequent / repeat purchases at the café.

• 10% discount on all transactions at CCDs, starting with the immediate transaction

• Special Promotional Offers on visits

• To avail transaction post first transaction, members need to register via SMS

• Customers should send an SMS to (9902263333)

– Membership Card no

– First Name

– Last Name

– Date of Birth

– Then the member is asked to send mother’s maiden name, after which the card

is activated

YOUTH BRANDS IN CHANDIGARH : CUSTOMER LOYALTY PROGRAMS

Following brands offer customer loyalty programs for the youth in Chandigarh.

Youth Brands Loyalty Programs

Levis : Levis Loop

Madame : Wow Card , Madame Wonder Club

Body Shop : Love your Body

Krome, Kapsons Youth retail outlet : Kapsons Royale Club

Pantaloons : Pantaloons Green Card

The Chocolate Room

Baskin Robbins

Tommy Hilfiger

Calvin Klein

Westside

Allen Solly, Van Huesen, Park Avenue etc

UCB , Archies : Customer Database maintained

Salons Offering student discount

15% discount offered by restaurants to initial customers

Levi’s® Loop

Levi Strauss & Co., one of the most popular apparel brands in the world, with a large market in India and an established presence of over 250 stores across the country, wanted to rollout a new customer loyalty program – the Levi’s® Loop, specifically designed for this region.

Faced with the challenge of penetration reaching a maximum in key cities in India as well as the realization that a bulk of their revenue was being generated by a “loyal base” of repeat customers, Levi’s® formulated a high-level customer relationship strategy, that aimed at gaining consumer insights, through a robust database, analytics and accurate targeting, in order to both improve relationships and its competitive advantage. The Levi’s® Loop program, that urged customers to ‘wear what you love and get rewarded’ targeted its primary audience, the youth of India. The digital program thus, besides providing information on the customary membership tiers & privileges, was to highlight the exclusive ‘Levi’s®’ lifestyle, providing opportunities to be part of ‘hip’ events and the latest fashion.

The digital CRM program conceptualized and developed, in line with this theme and branding, covers the lifecycle of a customer, starting from the first purchase, initiation into the Levi’s® Loop program, ongoing communications and activities as well as membership renewals and upgrades. Digital components created and utilized as part of this journey include:-

The Levi’s® Loop website, that allows access to members-only information and offers, besides redemptions

Digital marketing campaigns to create greater awareness and targeted programs for members, based on information & reports from the CRM database

Digital welcome kits on initiation, to educate new members on the benefits and privileges offered by the program

eDMs to keep members informed of their Levi’s® Loop transactions, latest promotions, reminders to redeem points, renew and upgrade memberships

Mobile-based information channel to get notifications, reminders and on-demand information regarding membership status

Online banners, increasing the popularity of the Levi’s® Loop program

With the Levi’s® Loop program being a customised version developed for the Indian audiences, the online website was designed with a creative touch that has enabled it to be integrated within the Levi’s® India website, giving it an ‘Indian’ flavor and keeping the digital representation of the program accurate. On the technology front, the website was integrated to the Levi’s® POS system to create a uniform view of the customer, as well as to facilitate the consolidation of activities and customer information.

Loop Cards

3 Cards , 100 Rs = 3 Loop points

Special Privileges, Loop points, Exclusive deals, birthday/aniversary deals, shopping scoops (pre

sales), gigs (guest list of events)

Purchases upto

1)Indigo Loop - 4999/yr

2)Copper Loop 4999/yr- 9999/yr

3)Gold Loop - >10000/yr .

Levi’s® Promotions in sync with the Loyalty program

Levis Curve Id

Happy Birthday : Double the celebrations

Buy worth Rs. 7000 and get sunglasses free

Levis Loop Card has 360 involvement with the brand using RFM Model.

Madame Wow Madame Wonder Club

Madame

The brand an outcome of a 70-year old institution was incepted in 1993 with a foresight to dress the fairer teenagers with style & comfort western wear. The brand has matured with time and the customer base has increased from teenagers to the ladies in the mid 30s. but one thing that has remained synonymous in the brand is “contemporary styling.”

Madame has been the first and only home brand to provide the Indian Girls & Women with western adaptation so exclusively. The company ventured into direct retailing in the year 2002 with the launch of the flagship store at Lokhandwala – Mumbai. The brand was nominated in the top five Women’s Western in the country by CMAI. With an in house designs cell, state of art machinery, work force from all verticals of management, creativity, administration; Madame has a zest to be always a style ahead.

Exclusive retail presence ensures increased brand equity and opportunity to gouge customer response directly. Moreover, they provide an unvarying international shopping experience to our customer across all Stores.

WOW CARD - Benefits

Because there are many advantagesand no commitments

WOW MONEYwhatever the members purchase,they get credit.

they live the ‘wow’ life ,as they enjoy exclusive concerts,gifts and trips

the sales are even more wow ,because wonder club offers more advantages

Members birthday is wow because they receive a wonderful presentat your house and a 10% discount on a madame store

WOW SeasonMembers witness the first collections , first discounts & first offers.

WOW WOW WebMembers can space themselves at madame online.com know their credits, update information & many more

WOW CARD - Discounts

501 credits and upwards - 7%1501 credits and upwards - 10%Discount at e-shop - 10%

Body Shop: Love Your Body

500 Rs. Membership Card , 10% discount,

Rewards : 3rd /6th /9th /13th Qualifying Purchases of Rs. 2000 each : Rs 250/Rs 350/ Rs

500/Rs 1000 Rs. Gift Voucher respectively.

Members Special : Invitation to Events

• Save 20% on Love Gloss,Buy 2/3 : get 15/20% off

• Save 5% extra on ongoing offers

• Latest news and product launches

Download Mobile Coupons for special website offer

Krome : Kapsons Royale Club

Kapsons Royale Club

The new Royale Club presents an ideal blend of royalty, style and privileges. Shop whenever

you want, wherever you want.“Earn a discount while you spend an amount”

BENEFITS

1. Bonus discounts on purchases.

2. VIP Sale invitation—special day of sale shopping.

3. Fashion Alerts via email/sms/post.

4. First to know about new promotions.

5. First to know about new offers & activities.

6. Inhouse Fashion Newsletter –Kaleidoscope.

7. Shop whatever, whenever, wherever you want at All Kapsons Outlets.

8. Special occasion discount (Birthday Anniversary and general cards).

ELIGIBILITY CRITERIA

Membership Fees :

Three Star Membership Rs 500.

Five Star Membership Rs 750.

Seven Star Membership Rs 1000.

Complimentary Membership on purchase made of and above

Three Star Membership Rs 10000.

Five Star Membership Rs 15,000.

Seven Star Membership Rs 25000.

THREE STAR MEMBERSHIP REWARDS

Special occasion discount (7.5%) 2 cards : Birthday Card and Anniversary Card

1. Discounts on purchases

2. Fashion Alerts via email/sms/post

3. VIP Sale invitations-Special Days of sale shopping

4. First to know about new promotion

FIVE STAR MEMBERSHIP REWARDS

Special occasion discount (7.5%) 4 cards

• Birthday Card

• Anniversary Card

• General Gift Cards

1. Discount on purchases

2. Fashion Alerts via email/sms/post

3. VIP sale invitation-special days of sale shopping

4. First to know about new promotion

5. First to know about new offers & activities

6. Inhouse fashion newsletter-Kaleidoscope

7. Enrollment of kids to Kapkips Brigade-A kids activity program

8. Priority privileged billing.

SEVEN STAR MEMBERSHIP REWARDS

Special occasion discount (10%) 6 cards

• Birthday Card

• Anniversary Card

• General Gift Cards

1. Discount on purchases

2. Fashion Alerts via email/sms/post

3. VIP sale invitation-special days of sale shopping

4. First to know about new promotion

5. First to know about new offers & activities

6. Inhouse fashion newsletter-Kaleidoscope

7. Personalised shopping assistant

8. Complimentary home delivery of purchase under alterations*

9. Enrollment of kids to Kapkids Brigade-A kids activity program.

10. Birthday Gift hamper to member*

11. Birthday Gift hampers to Kapkids Brigade members*

12. Special time to time coverage in our inhouse fashion newsletter-Kaleidoscope.

13. Priority privileged billing

Promotions

• Snap and Click Contest : Most stylish pic will win a gift hamper worth Rs

3500 or Rs500 and there is a Sure gift for every participant

• School Of Rock

• World Environment Day

• Go clean and Green

Pantaloons Pantaloons Green Card

1 Star Members

Gift Voucher worth Rs. 200 on enrolment

3 Star Members

5% discount on every purchase

5 Star Members

An exclusive 7.5% discount on every purchase

7 Star Members

A whopping 10% discount on every purchase

Pantaloons Green Card

It’s a passport to a whole new world of exclusive benefits and privileges.

• Instant discounts for every time you shop at Pantaloons.

• Exclusive shopping days to get hold of latest merchandise.

• Regular updates on collections and promos via catalogues, sms and email.

• Special invites to the most happening events.

• Extended exchange periods and complimentary drops for alterations.

• Exclusive billing counters.

One card, any store

Membership & 12 month Purchase-based Upgrading System

Three Star Card - Upgrade to a 3 star status by shopping for Rs. 8000/- immediately preceding

12 months of current shopping date.

Five Star card - Upgrade to a 5 star status by shopping for Rs. 20000/- immediately preceding

12 months of current shopping date.

Seven Star - Upgrade to a 7 star status by shopping for Rs. 40000/- immediately preceding 12

months of current shopping date.

12 month Purchase-based Upgrading System

When you shop at Pantaloons and your total purchase (including that day) in the previous 12

months totals to the criteria value of the next tier, you upgrade to the next status.

Membership Validity

• 1 Star card is valid for a period of 2 years from the date of enrolment.

• 3, 5 and 7 star cards are valid for a period of one year from the date of upgrade.

Membership Renewal

• Purchase worth Rs. 8000 within 2 years of card issue date and retain a 1 star status.

• Purchase worth Rs. 8000 within 1 year of card issue date and retain a 3 star status .

• Purchase worth Rs. 20000 within 1 year of card issue date and retain a 5 star status .

• Purchase worth Rs. 40000 within 1 year of card issue date and retain a 7 star status

Cards @ a Glance