branding ccd

7/29/2019 Branding CCD

1/5

Branding Report

By

Sylvester Cyriac, Karan Jetly, Piyush Advani, Varun Kulkarni, Kandarp Desai

Brand parameters Existing branding

approach

Suggested branding

approach

Brand Name Caf Coffee Day Caf Coffee Day Delight

Brand

Logo/Symbol

Same Same

Brand Slogans Sit down for a coffee Come day or night for the

delight.

Brand Values Affordability, Visibility,

Convenience

Aspirational

Brand

Ambassador

None Imran Khan, Deepika

Padukone

Brand Mission To be the best Cafe chain

by offering a world class

coffee experience at

affordable prices.

To be the best Cafe chain by

offering a world class coffee

experience.

Brand Personality Youthful, Hip, Aggressive Subtle and Classy, Rich

Brand Proposition Affordable (Value for

Money)

Premium Coffee and

experience

Brand Tagline A Lot Can Happen Over A

Coffee

Coffee Worth a Second Cup

Brand Characters Comfortable, No Time

Restrictions (can stay for

hours)

Luxury

Jingles NA NA


2/5

IMPLEMENTATION PLAN

Competition Analysis

Major

Competitors

1.Star Bucks

2.Barista

3.Mochas

4.Costa Coffee

SWOT Analysis

Strength

1.Good brand name and brand visibility

2.Huge young crowd as target group

3. Good ambience and service

4.Over 1000 outlets and 300,000 visitors per day

5. It produces/grows the coffee it serves hence reducing the cost.

Weakness 1. High competition in this segment

Opportunity

1.Introduce cheaper versions of coffee

2.Tap the smaller towns/cities

3. Merchandising.

4. Tie ups with other companies for promotion

Threats

1.Entry of foreign players like starbucks

2.Dependent on Govt commodity rates

3. Large unorganized market.


3/5

Action Plan contents

Maintain strengths and improvise on them Edge closer to monopoly through improvised branding Experiment with opportunities and mass implement the successful ones Create and implement risk reduction plan by gaining control of key govt

players and market variables

Positioning:CCD Delight will be positioned as a premium luxury brand.

We want consumers to view CCD Delight as more than just a comfortable coffee

house. It does not limit itself to simply coffee, but expands to all coffee related

products. Consumers should associate CCD Delight with top quality service and

top quality products that are accompanied with a calming and relaxing

atmosphere.

Price:The prices of all the products will be comparatively higher but this will be offset

by the outstanding quality. It would be competing with brands like Starbucks,

Gloria Jeans, Costa Coffee etc. The caf does not utilize coupons and discounts

(other than opening promotion) because they believe that the most valuable

customer demographic of daily coffee consumers is not influenced by discount

programs or coupons.

Place & Target:The approach for selecting the place of outlets would be, to first identify the citiesand then decide on precise locations within its limits.

Selection of cities would be based on following criteria:

1. Sizeable population of executives, students and families in SEC A.


4/5

2. High disposable income with people looking for new vistas in leisure andlifestyle oriented concepts.

3. High level of organized retail activity.4. Rapid socio-economic development. Promotion:

To have corporate tie-ups for employees with high income levels (e.g. Managerial

levels) to increase the influx of business executives as we are positioning CCD

Delight as a premium brand.

Sponsoring business conferences where we could expect business professionals

(CEOs, CFOs, CIOs etc.) to attend.

Depending on frequency and spend of the customer CCD Delight would offer

complimentary exotic coffee hampers.

People :CCD Delight employees will handle the sales transactions. To speed up the

customer service, at least two employees will be servicing clients--while one

employee will be preparing the customer's order, the other one will be takingcare of the sales transaction. Well trained , friendly and courteous sales people

would be hired to cater to executive segment and give a feel of exclusivity.

Physical layout :CCD Delight will position itself as unique coffee bar where its patrons can not only

enjoy a cup of perfectly brewed coffee but also spend their time in an ambient

environment. Comfortable sofas and chairs, dimmed light and quiet relaxing

music will help the customers to relax from the daily stresses and willdifferentiate from competitors.


5/5

Processes :The order process at Caf Coffee Day Delight would be personalized service.

Waiters will take the orders on the table itself and bring the items to customer

instead of self- service which would not give a premium experience. When thecustomer decides to leave he/she may ask for the bill and the transaction is

finished without the customer having to approach any counter.

branding ccd

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