Marketing Strategy of Cafe Coffee Day – Cafe Coffee Day Marketing Strategy: “CCD today has become the largest youth aggregator, and from a marketing standpoint, the success has come by focusing on the 3As: Accessibility, Affordability, and Acceptability.”- Bidisha Nagaraj, Marketing director at Cafe Coffee Day. Café Coffee Day.
Cafe Coffee Day At A Glance – Marketing Strategy of Cafe Coffee Day
Company : Coffee Day Enterprises Limited
CEO: Malavika Hegde
Founder: V. G. Siddhartha
Year founded: 1996
Annual Revenue: US$140 million
Profit | Net income: US$11.73 million
Number of employees : 20,135
Products & Services: CCD coffee, coffee mugs online, cookies, munchies & more
Cafe Coffee Day‘s Competitors
Marketing Strategy of Cafe Coffee Day
Cafe Coffee Day’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Cafe Coffee Day? Let us discuss.
Segmentation, Targeting, Positioning – Cafe Coffee Day’s Marketing Strategy
Cafe Coffee Day segments its offerings across various conceptual outlets by factors such as demographic factors as well as psychographic aspects because socially, the demands and desires are constantly changing and the availability of resources is a significant factor.
It is targeted at youngsters in middle and upper-income brackets, namely students and working professionals.
CCD has established itself based on a mix of positioning strategies i.e. model, attribute, and quality/value base.
Cafe Coffee Day’s Mission Statement
“To be the best Cafe chain by offering a world-class coffee experience at affordable prices.”
Cafe Coffee Day’s Vision Statement
Cafe Coffee Day’s Tagline
“A lot can happen over coffee”.
Competitive Advantage – Marketing Strategy of Cafe Coffee Day
The wide variety of beverages and food items and strategically placed outlets, a reduction in costs as well as expansion into the cities in the tier-2 category of India and other countries are just a few of the winning strategies that allowed CCD to stand out from its competition. The various subsidiaries it has, such as the Coffee Day Fresh and Ground Coffee Day Square, Coffee Day Beverages, and others. has enabled the company to meet the ever-growing demands of customers and remain at the forefront of competition in the process.
BCG Matrix – Cafe Coffee Day Marketing Strategy
Cafe Coffee Day flagship outlets are in question because rivals like Starbucks, Barista, and Costa-Coffee are working hard to grab market share. space. In addition, the other products are more affordable than CCD and because of its incorrectly placed outlets in some cities, Cities Company is suffering from significant losses.
Other concept stores like Coffee Day Fresh and Glow, Coffee Day Square, Coffee Day Beverages, etc. are also in the middle of the debate since they aren’t in a position to draw particular customers.
Distribution Strategy – Marketing Strategy of Cafe Coffee Day
As of March 2015, there are 1530 outlets in 29 states in India. Cafe Coffee Day has also extended its reach outside of India by opening locations across Austria (Vienna), the Czech Republic, Dubai, Malaysia, and Cairo, Egypt.
The Indian organized sector is expected to have approximately 5,000 cafes, but less than 1,000 cafes currently exist.
Brand equity – Cafe Coffee Day Marketing Strategy
Cafe Coffee Day has been named the “most popular hangout joint amongst youth” at the 3rd Global Youth Marketing Forum in 2011. In 2011, the Indian Hospitality Excellence Awards also called Cafe Coffee Day “India’s most popular coffee joint” 2011.
Based on the Brand Trust Report 2012, Cafe Coffee Day was ranked at 125th place among the most trusted brands in India, and then, in the Brand Trust Report 2013, Cafe Coffee Day was ranked 210th in the top 10 most reliable brands.
Competitive Analysis – Marketing Strategy of Cafe Coffee Day
The arrival of global players such as Starbucks or Dunkin’ Doughnuts is expected to increase the amount of consumption that will be in the favor of all retailers but considering CCD CCD has now shifted its focus more than the mere large market presence, making money is now becoming a challenge for the company. In reality, the average realized by a customer CCD is less than the other competitors in the market.
Market Analysis – Marketing Strategy of Cafe Coffee Day
Coffee used in India is increasing at 6% per year in comparison to the global average of two percent plus. In India, the per-capita amount of caffeine consumed is approximately 85 grams whereas it’s 6 kgs. In the US. The American market has an average of 5% in India which is a sign of the potential to come up.
Customer Analysis – Cafe Coffee Day Marketing Strategy
The majority of CCD’s clients are in the age bracket between 20 and 35 years. This group is comprised of college students and young professionals.
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