Cafe coffee day brand identity & analysis

Cafe Coffee Day is a popular brand in India. I have been its customer for years. As part of an Online Project on Brand Identity & Strategy, I investigated the Customer & Category Insights of chain to understand the specifics about Brand positioning & Brand personality & Identities shaped

1. CAFE COFFEE DAY
Abhishek Semwal
Brand Analysis

2. INTRODUCTION
•Café Coffee Day(CCD) is an Indian café chain. It is a subsidiary of Coffee Day
Enterprises Limited. Coffee Day serves 1.8 billion cups of coffee annually in six countries
•Café Coffee Day Global Limited Company is aChikkamagaluru, India-based business
which grows coffee in its own estates of 20,000 acres
•V. G. Siddharthafounded the café chain in 1996 when he incorporated Coffee Day Global,
which is the parent of the Coffee Day chain.
•The first CCD outlet was set up on July 11, 1996, atBrigade Road, Bangalore, Karnataka
http://www.cafecoffeeday.com/
Abhishek
* Soucrce–www.Cafecoffeeday.com&
wikipedia

3. Abhishek

4. CONSUMER SUMMARY
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DEMOGRAPHY
vCCD is mostly concentrated on Urban &
suburban cities
vCCD appeals from 20 years to 45 years of
college or Middle-income individual
vIt is also popular among the new
entrepreneurs, who have a stable jobs but
wanted to start their own company
vIt is also a popular dating place, hence gives
you a space of your own
vPlace for people staying alone & away from
the family
PSYCHOGRAPHY
vAppeals to Indian lifestyle of having conversation
over a cup of coffee, every evening
vConvenient to locate, since it is densely located
within the city, hence becomes an easy midpoint
for a meeting
vPremium touch with affordable rates
vPlaced in between Starbucks & Vendor Tea stall
vImportant Dating point for young couples
vYoung & trendy atmosphere brings a space of joy
& enjoyment in a busy, always on the move city
VALUE, LIFESTYLE & LOYALTY
vSaturation of Café across the city, has
created impression & mind availability on the
consumer mind
vLogjam city & parking space at Café, provides
an easy escape from the traffic
vconversion rates are higher as CCD is a
ubiquitous chain which has created
predictability & consumers busy lifestyle has
embraces it
vYoung crowd prefer some hangout place
where they can spend quality time
vBelieves in legacy brand

5. vHot Tea & Coffee
vBakery & Dessert
vSeveral options for Coffee & Tea available
Point of Parity
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6. vHangout place or cafeteria with cool ambience
vFree wifi& workstation available
vYou can use Café to organize a small celebration or client meetings
vPayments modes : Wallet/Card/ CCD own mobile wallet
vCustomer loyalty points through memberships
vHigh saturation in the city, you can locate a CCD in every 500mts
v24x7 run cafes
vCafés among long distance & popular highways
vTrendy & cool reputation among younger customer
Point of Differentiation
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7. PERCEPTUAL MAP
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Starbucks
Chai Point
Tea Villa
Street tea Seller
Home Delivery of
Tea
Café Coffee Day
Tea & Coffee Chain
High Price
Numbers of
store -High
Low price
Numbers of
store -LowTemplate by: www.perceptualmaps.com
CCD is very well placed
as far as prices are
concerned, because it is
accessible to Middle
incomes & number of
stores gives it better
brand as well as physical
presence. This is the
reason CCD does very
well in Metro cities which
has a large number of
young & earning
customers

8. BRAND POSITIONING
Cafe Coffee Day is for fun-loving individuals or friends or more than just friends, who want to share
their jokes or story or their hearts . Café Coffee day is the place which gives you warmth & love, a
butterfly in the stomach or Idea for your start-up. Because the Coffee is not a coffee until it is
made from the beans which are selected with the same warmth & love & brewed with all the care
& emotions. Our baristas in 2000 cafes across India & the world, know what you want & when
you want. Because we know that a lot can happen over a coffee…..
Abhishek

9. Abhishek
Brand Vision : Melting point of Idea, Trust, love, emotions,
feelings, fun & conversation which makes memory last longer
CATEGORY INSIGHT
An ambience created by Café
that brings personnel touch, a
reminder to meet your old friend
or make new friends
COMPETITIVE ENVIRONMENT
Brands that helps in initiating
conversations & exchanges of
ideas, trusts & love
BRAND & PRODUCT EQUITY
Coffee beans from
Chickamagalur, roasted till
second “pop” sound
TARGET
Young & young at heart wants to
hangout & share the feeling of
love & optimism over steaming
coffee & endless conversation
BRAND HIGHEST GROUND
Coffee that starts Conversation
that leads to love, trust, Idea &
togetherness
CUSTOMER INSIGHT
In Indian coffee is an important ice
breaker, a conversation starter, a
lifestyle.,& a moment of trust, & a
solace to people staying away from
their home & family, leaving alone &
hooked to social media. Nobody has
time to go out & engage in real world
CCD wants to brings them together
BRAND AMBITION : to bring people together & start conversation, because a lot can happen over a coffee
BUSINESS AMBITION : To be the best Cafe chain by offering a world class coffee experience at affordable prices.
BRAND
PERSONALITY :
Young at heart,
loves fun & enjoys
meeting strangers
& making friends
Market PEOPLEBrand

10. BRAND MANIFESTO
This is for all those people who believe in the idea of community, who believes that each one of us
have a hidden potential waiting to come out, who knows that the world is full of opportunities, the
world is waiting for you to come together & change the world like you always have done.
Café coffee day provides you an opportunity to indulge & to explore the unhidden treasures lying
within you & the person sitting next to you, let us be the icebreaker for you, let us be the fuel for
your igniting minds.
Our hot brewing coffee prepared by our jedibaristas in 2000 cafes across India & the world,
knows what you want & why you want. Because we know that a lot can happen over a coffee…..
Abhishek

11. Abhishek
•The Logo:
•The Name: reflect on its origin and address the extent to which your brand name covers the essence of good naming : Naming is simple & represents what it
does, where it does & why it does in a single logo
oDoes it communicate the essence of the brand and the image the brand is trying to convey? In what ways? : Yes, brand name is enclosed in a dialogue
box, which is a kind of symbolism for thoughts or speech
oDoes it allow for brand growth beyond the currently portfolio? How? : NO, as Café Coffee Day restrict it to Coffee Beverage only, though it offers a lot of
other beverages, for new customer Café Coffee Day might sound like the Café which can only offer Coffee
oIs it unique and distinctive from the competition? : In most of the Cases, Indian Vendors mention Tea or Coffee in their logo hence CCD logo does not
differentiate , but when brand compete with Starbucks , It looks like a café chain
oWhat type of name is it? Justify your point of view using the elements covered in the course : It represents what it does, it’s a café chain which offer
coffee, its not a metaphor or a Abbreviation though it is also known as CCD among customer, it is more like Raybanor facebook, a café which makes
your day by offering coffee
•The Overall Look and Feel.
oWhat are the color palettes? : red color in the background depicts a lot of energy & excitement
oWhat are the primary and secondary colors? : Red & the secondary color is white, to create sharp contrast
oHow do these colors stimulate brand association? : Red color is a sense of excitement & energy , it gives the sense of fun & youngness to the brand
oDo they build differentiation for this brand? : Yes entire brand name is placed inside the Dialogue balloon, which represents the complete identity &
personality of the brand with red color background giving the excitement around the conversation
•Typography.
oWhat typeface is used and why? : letters are placed in different orientation depicting animated conversation

12. COMPETITION LOGO DESIGN

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Thank You