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
Caf 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 Indias leading coffee exporters with clients across USA, Europe and Japan.

UNDERSTANDING CAF 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 Caf coffee day outlet was started in Bangalore (1996) on Brigade road

A Rs. 750 crore ISO 9002 certified company

Pioneer of the caf culture and the first to launch the coffee bar concept in India.

Network strength: 1100+ cafs in 150+ cities/towns across India and growing

Cont..
Average Footfalls: 400 per caf per day
Average dwell time at caf: 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

Identity:
Coffee & Conversation For young & young at heart Friendly & Stylish Social hub The Logo : Power of Dialogue Tag line A lot can happen over coffee A perfect place to relax and dialogue

Image:
Indian, Young Place to hangout & have conversations Cherished memories

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. Apart from the cafs product & a place to Hangout with friends the caf 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
Functional
Largest chain of Caf 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

Caf Coffee Day SWOT Analysis

Strength: Large Number of outlets In house sourcing Tie up with Corporates Excellent Ambience & Service Opportunity: Large untapped market Tie up with other companies for promotion Threat: Foreign players Georgia Jeans, Costa Coffee ,Star bucks, etc Large unorganized market Weakness: Limited target audience Limited Offering on Food

Coffee Day Branded House

Coffee Day (Branded House)

Coffee Day Fresh 'n' Ground

Coffee Day Square Lounge

Coffee Day Xpress

Coffee Day
Beverage s

Coffee Day Exports

Coffee Day Perfect

Caf Coffee Day POP / POD POP:

Good Hospitality & Ambience
Variety & wide choice of beverages Friendly and stylish hang-out joint Strong Tie-ups with corporate

POD:
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

Perceptual Map
High Price

Quality (Rich)

Quality (Poor)

Low Price

Brand Identity Prism (Kapferer)

Sender

Indian Vibrant

Externalization

Physique

Personality

Young Sophisticated Casual

Internalization

Music Lovers Hangout Place

Relationship

Culture

Friendly Non- Intrusive

Sophisticated Friendly Environment

Reflection Self - Image

Receiver

For the upward class wanting to have a casual environment to chat

Kellers CBBE Model

Frequent revisits (A place where you can be yourself)

Resonance Pioneers Good taste at affordable price Friendly Stylish hang-out joint Wide choice of beverages Affordable price Relaxed environment

Judgment

Feelings

Efficient Service Wide network of cafs

Performance

Imagery

Salience Rich taste, Coffee & Snacks , Ambience

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