Ssrn Caes Study
CCD: A case analysis
Authors:
Sachin Bansal
Head- Strategy & Brand Marketing sachin@sachinbansal.com Professor Manoj Joshi*
Amity Business School, Amity University,
Lucknow Campus, Uttar Pradesh, India, 226010
®: +91-522-2330934, (M) +91-9415017498
E-mail: manoj.joshi.m@gmail.com
Electronic copy available at: http://ssrn.com/abstract=1920827
INDEX
Section 1: Introduction
1.1 Growth of the Café Industry in India
1.2 Corporate Profile
Section 2: Case Study on Café Coffee Day
2.1 Marketing Mix
2.2 Competition
2.3 SWOT Analysis
2.4 Comparison with Barista
Section 3: Conclusion
3.1 Business strategies suggestions to increase market share
Electronic copy available at: http://ssrn.com/abstract=1920827
INTRODUCTION
Logo
Parent Company
Café Coffee Day (CCD)
Category
Coffee joints
Sector
Food Products
Tagline/ Slogan
A lot can happen over coffee
USP
Most recognizable and affordable brand in India
Segment
People looking to go to have a coffee and snacks at a hangout place
Target Group
Youth in the middle and higher income groups
Positioning
India's favorite coffee shop, for the young and the young at heart 1.1 Growth of the Café Industry in India
The coffee market in India has been growing due to the demand for Ready to Drink coffee and has become a part of an individual’s daily consumption basket. Due to changing cultures, consumers are becoming aware of domestic and foreign brands, which are boosting the consumption levels.
The export promotion schemes and other subsidies by the GOI, and increasing trend of eating out coupled with the rising share of young population has driven the market.
Well-established coffee shop chains, such as Cafe Coffee Day (CCD) and Barista, enhanced their pan-India presence in the latter part of the review period. In 2010, Cafe
Coffee Day and Barista had 970 and 200 stores, respectively, and they aim to continue expanding in the next few years.
Authors:
Sachin Bansal
Head- Strategy & Brand Marketing sachin@sachinbansal.com Professor Manoj Joshi*
Amity Business School, Amity University,
Lucknow Campus, Uttar Pradesh, India, 226010
®: +91-522-2330934, (M) +91-9415017498
E-mail: manoj.joshi.m@gmail.com
Electronic copy available at: http://ssrn.com/abstract=1920827
INDEX
Section 1: Introduction
1.1 Growth of the Café Industry in India
1.2 Corporate Profile
Section 2: Case Study on Café Coffee Day
2.1 Marketing Mix
2.2 Competition
2.3 SWOT Analysis
2.4 Comparison with Barista
Section 3: Conclusion
3.1 Business strategies suggestions to increase market share
Electronic copy available at: http://ssrn.com/abstract=1920827
INTRODUCTION
Logo
Parent Company
Café Coffee Day (CCD)
Category
Coffee joints
Sector
Food Products
Tagline/ Slogan
A lot can happen over coffee
USP
Most recognizable and affordable brand in India
Segment
People looking to go to have a coffee and snacks at a hangout place
Target Group
Youth in the middle and higher income groups
Positioning
India's favorite coffee shop, for the young and the young at heart 1.1 Growth of the Café Industry in India
The coffee market in India has been growing due to the demand for Ready to Drink coffee and has become a part of an individual’s daily consumption basket. Due to changing cultures, consumers are becoming aware of domestic and foreign brands, which are boosting the consumption levels.
The export promotion schemes and other subsidies by the GOI, and increasing trend of eating out coupled with the rising share of young population has driven the market.
Well-established coffee shop chains, such as Cafe Coffee Day (CCD) and Barista, enhanced their pan-India presence in the latter part of the review period. In 2010, Cafe
Coffee Day and Barista had 970 and 200 stores, respectively, and they aim to continue expanding in the next few years.