- Café Coffee Day (CCD) is an Indian café chain founded in 1996 in Bangalore, with over 1650 outlets across India. 57% of CCD customers are in the 20-30 age group of college students and young professionals.
- Through marketing communications, CCD aims to position itself as a friendly, vibrant brand with a young personality, targeting college-goers. It wants to reflect a culture of relaxation where people can socialize over coffee.
- A survey of CCD customers in Ranchi found that around half see CCD's personality as a carefree college student. Most see CCD as a place to chill out with friends. While CCD has Indian roots, some feel
- Café Coffee Day (CCD) is an Indian café chain founded in 1996 in Bangalore, with over 1650 outlets across India. 57% of CCD customers are in the 20-30 age group of college students and young professionals.
- Through marketing communications, CCD aims to position itself as a friendly, vibrant brand with a young personality, targeting college-goers. It wants to reflect a culture of relaxation where people can socialize over coffee.
- A survey of CCD customers in Ranchi found that around half see CCD's personality as a carefree college student. Most see CCD as a place to chill out with friends. While CCD has Indian roots, some feel
Original Description:
A study of the perceived/intended positioning of cafe coffee day
- Café Coffee Day (CCD) is an Indian café chain founded in 1996 in Bangalore, with over 1650 outlets across India. 57% of CCD customers are in the 20-30 age group of college students and young professionals.
- Through marketing communications, CCD aims to position itself as a friendly, vibrant brand with a young personality, targeting college-goers. It wants to reflect a culture of relaxation where people can socialize over coffee.
- A survey of CCD customers in Ranchi found that around half see CCD's personality as a carefree college student. Most see CCD as a place to chill out with friends. While CCD has Indian roots, some feel
- Café Coffee Day (CCD) is an Indian café chain founded in 1996 in Bangalore, with over 1650 outlets across India. 57% of CCD customers are in the 20-30 age group of college students and young professionals.
- Through marketing communications, CCD aims to position itself as a friendly, vibrant brand with a young personality, targeting college-goers. It wants to reflect a culture of relaxation where people can socialize over coffee.
- A survey of CCD customers in Ranchi found that around half see CCD's personality as a carefree college student. Most see CCD as a place to chill out with friends. While CCD has Indian roots, some feel
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Integrated marketing communications
strategy of Caf coffee day
A study of the effect that marketing communications has had on BRAND CCD Introduction to CCD Caf Coffee Day (Popularly known as CCD) is an Indian caf chain owned by Amalgamated Bean Coffee Trading Company (ABCTC) Based in Chikmanglur, Karnataka It is headed by Mr. V.G.Siddhartha, who is the Founder and Director Started as a retail restaurant arm of ABCTC in 1996 The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka As of May 2014, there are 1650 outlets across 28 states of India Have outlets outside India in Karachi, Vienna, Dubai and Prague ABCTC group revenue stands at Rs. 2000 crores of which approximately Rs. 650 crores is contributed by CCD
Target Audience of CCD Earlier CCD used to focus on the age group of 15-35 years as their target audience Now as per the latest internal research carried out by CCD, they observed that 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 66% people visiting CCD are single and 52% are female
9% 13% 21% 29% 28% Customer Age group who visit CCD Above 30 Above 19 16-19 20-24 25-30 23% 20% 57% Reasons for visiting CCD Business Meetings Celebrating special occasions Hang out Understanding the brand elements, positioning and personality of CCD Analysis of the difference between intended and perceived brand elements, personality and positioning of CCD A brief look into the brand identity of CCD
Objective Scope We restricted our study to the 3 Caf Coffee Day stores in Ranchi. A primary survey was conducted with questions pretaining to physique, personality, culture, self image, reflection, relationship with CCD Secondary research was carried out for supporting data
Research Methodology to understand the perceived understanding of the brand (the decoded message) Kapferers brand identity prism was used for framing the questionnaire The study has attempted to check the brand recognition of CCD among the customers. an interview with the store salesmen and manager was also attempted Primary research to analyse the marketing communication strategies adopted by CCD. the intangible brand identity that the company wishes to convey was obtained. https://www.youtube.com/watch?v=G6BF4K Ll2hQ Secondary research Personality Q3. What personality type describes CCD? Q4. What aspect of CCD makes you like it?
Culture Q5. What is the type of culture that CCD conveys to you? Q6. Which of these would describe CCD the best? Self image Q7. Which category do you identify yourselves with? Q8. Which of these do you agree with the most? Reflection Q9. How do you view the ideal CCD customer to be?
Relationship Q10. How much do you agree with these statements? Q11. How would you view your relationship with CCD so far? Physique Q1.What colour first comes to mind when you think of CCD? Q2. What symbol first comes to mind when you think of CCD? In order to understand how customers actually perceived CCD as a brand, and to gauge the extent to which CCD was able to sync its intended positioning with the target audience, we used the Brand identity prism by Kapferer. This framework was used to develop the questionnaire and accordingly gauge customer perceptions in a structured manner such that conclusive and pertinent results could be arrived at. The justification for using this framework was that Brand Identity may take an abstract form depending on the person being interviewed and make it more difficult to analyse the results,thus undermining the purpose of the research. The intention was to capture their responses and bundle them to different attributes of the Brand Identity Prism.
Intended positioning Kapferers Brand identity prism The Brand Identity Prism is a hexagon where each corner is a facet of the Brand Identity. Brand identity Physique: Tangibles or logo/ symbols that facilitate a recall upon stimuli.;e.g. contours of a coca cola bottle Personality: What the brand would be like if it were a person. Physical attributes. The brand image should fit synergistically here to avoid inconsistency in communication. Culture: A brand always derives from a greater culture. Great brands have a certain culture that aids mental recall and helps association with other brand elements. E.g. orderliness and german precision with BMW/western influence with Jack Daniels Self-Image: This essentially talks about what the customer feels about himself/herself. It is what the customer sees in the brand and relates to oneself. Reflection: Customers want to be perceived in a certain manner after using a product or a service. With two similar offerings, customers might be different based on how they want others to perceive them. Relationship: This facet gains special importance in a service set-up such as, say, Southwest Airlines. It talks about the identity created due to the kind of customer interface created, (light hearted, prim, perfection,professional etc) What it wishes to communicate is that they are a friendly coffee bar where young friends (college goers) can hang out, have fun, friendship, but most importantly connect emotionally,
Nutshell: a budget, indo-western outlet for youth (of the age group of college goers), serving as a place for emotional connections and friendship.
From the earlier focus of a lot can happen over coffee, the brand, through new ATL activities, tries to put across the emphasis on conversations through the quote . Brand elements: intended projections Physique In 2010, CCD restructured and CCD announced that they were changing the logo, so that it represents a place to talk. In a dialogue box encouraging people to talk as a lot can happen over coffee, which was their earlier motto- building on existing brand perception The Colors: Red Leadership and passion,Purple Romantic and talkative Purple-introduced in 2010,creates a feeling of comfort, encourages people to be romantic, friendly and talkative Relationship: The ads are of two kinds the less popular ones bringing out that their target group is college goers, and relationship is that of friendship. The other, more popular ads of CCD intend to show an emotional connect (with their famous tagline A lot can happen over coffee) This print ad above, focuses on the pitch that love can brew in a CCD store over coffee. The ad aims to show that CCD is a place where emotions can run freely, as both the coffee and the ambience will help. Brand elements: intended projections Personality Brand personality of CCD is that of a young, trendy, friendly, vibrant person with above average EQ Reflection & Culture What it wants to reflect in itself is the young, college goers who need a place to sit down and enjoy their time. Their Tag A lot can happen over coffee reflects this. The purported culture,meanwhile,is of a place to chill out where people can sit down with friends and enjoy. Ad analysis: Youtube ad, https://www.youtube.com/watch?v=G6BF4KLl2 hQ Sit-down-ism the first TV ad of CCD probably describes this aspect of CCD the best. A culture of ease and people hanging out like there is no rush, is one of the biggest USPs of CCD; and this was a radical shift from the usual BTL promotion used before, which furthered the idea that CCD wanted to promote and the target audience they wished to connect to.
This ad, released before Holi, shows the vibrance, happiness and togetherness. Analysis and Insights-perceived positioning 7% 35% 9% 49% Almost half the respondents see CCD as the Carefree College Student... Corporate hotshot Friend next door Free minded artist Carefree college student 6% 84% 10% ...And so the majority see it as a place to Chill out with friends Grabbing a quick bite Upbeat feel Chilling out with friends Reading a book alone Almost half the respondents see the personification of Caf Coffee Day as that of a carefree college student. Alternatively, 84% think that had CCD been a person, it would have been a casual being, someone who is carefree in life and a great friend. A similar proportion of people (84% and largely the same set of people) view it as a place to chill out with friends.
5 10 40 0 5 10 15 20 25 30 35 40 45 Indian Western Indo-Western CCD's Indian charm seems to lost somewhere... 11% 51% 11% 20% 7% ....51% respondents think CCD has a Relaxed culture which goes well with the Indo-Western image Snazzy Relaxed Professional Loud Cluttered Caf Coffee Day is an Indian brand, something that is home grown and synonymous with quality. This seems to be lost among the respondents of the survey. It is also apparent that CCD has a mixed culture- one that fuses Indianness with Western ideas of hanging out, and not outright Western, one that has held it in good stead so far without damage.
51% of the respondents feel that CCD has a Relaxed culture to it. This is especially noteworthy because this is the first instance of two facets of the prism matching each other in tone. 76% 14% 10% 3/4th of the respondents describe themselves as 'Fun loving' : The target group fits well here... Fun loving Career Minded Family focused Rebellious 30 6 8 7 4 0 5 10 15 20 25 30 35 Friendly and outgoing Focused on work Time alone with book Cool and trendy Introvert ...Not surprisingly most people are 'Friendly and outgoing' dominant personality traits of the customers 76% of the people felt that they were Fun loving in nature and so CCD was a natural destination for them to spend time with friends. This is not very surprising given the fact that there is an intuitive fit between this emerging nature and the existing image of CCD. Based on another question, we can see that 30 of the 55 people termed themselves as Friendly and outgoing which is another instance of inter-facet synergy here. This is something which is pertinent to the flagship CCD stores and not the other types namely, Square and Lounge because the target is different in each case. 13% 2% 65% 20% Most people feel the ideal CCD customer should be 'Friendly and open'....which is a good fit Funky and trying something new Geeky and focused Friendly and open to all Independent and free thinker 33% 5% 62% Only 5% term their relationship with CCD as emotional: Any alarm bells here ? Transactional Emotional Friendly 65% answered in forms for the idea customer ,indicating an open and friendly nature who is outgoing and has many friends to hang out with. This, we realized is a good fit with what CCD wants to be seen. The target customer is someone between the age of 17-24, looking for a third place between home and college/work to relax and ease into an environment designed so. The results in the above chart fit well with the statement. While 62% people termed their relationship with CCD a friendly one, only a meagre 5% termed their relationship as emotional. 21 4 27 2 1 0 5 10 15 20 25 30 Quote Heart Mug Coffee bean Coffee in heart Many people did not seem to know about the change in CCD's logo... 41 7 6 1 0 5 10 15 20 25 30 35 40 45 Red Brown Purple Brown and White ....However an overwhelming majority could recall the CCD colours correctly Many people kept referring to a multitude of symbols that came to their mind which refers to certain sense of clutter and non-recall of the logo of a brand so close to peoples hearts RELATIONSHIP 1 2 3 4 5 Weighted Average Caring & Warmth 10 9 23 9 4 2.782 Hustle & Bustle 7 13 14 18 3 2.945 Friendship 0 2 7 23 23 4.218 Outgoing Youth 1 1 11 27 15 3.982 On being asked questions about agreeing with some statements trying to probe into aspects of their relationship and overall image of CCD, most people felt that CCD was all about friendship and the outgoing youth, something which is a plus point for the brand that works hard to keep up that image in customers minds. Overall, CCD has the following features in its brand identity: A vibrant and meaningful logo, a friendly and outgoing personality who loves to chill out in a relaxed culture.
The people termed themselves as friendly and fun loving along with describing their relationship with CCD as one of friendship that is vibrant in nature. Attribute Intended Perceived Insights Colour Red & Purple Red The colour change that CCD brought about in 2010, has not been noticed by the majority Logo Dialogue Box Coffee mug Caption A lot can happen over coffee A lot can happen over coffee Good recognition Relationship Emotional & Friendly Friendly The emotional part of CCD is not very clearly conveyed. 5% only term their relationship as emotional Personality Friendly, cool college goer Friendly neighbour, carefree college goer, chilled out Good match Culture Indo-western relaxed Indo-western relaxed Good match Positioning CCD is a budget, indo- western outlet for youth (of the age group of college goers), serving as a place for emotional connections and friendship CCD is expensive, Indo western outlet for youth, serves as a place for chilling out with friends The budget position has not be properly conveyed despite various print ads pointing out the same. The emotional connect is also absent Outline of the presentation 1.introduction to CCD History Past and current operational structure and formats Target audience-past and now Sales, revenues and profitability 2. Objective and scope, background 3. research methodology Brand elements Questionnaire design and ideology behind the questionnaire Process of collecting primary data Secondary data Results 4.Intended positioning 5. Perceived positioning Explain brand identity prism Put in all the results and graphs Interpretation Results of the perceived positioning 6. Difference b/w intended and perceived positioning, and conclusion