The leading coffee chain across the world, Cafe coffee day has several products which appeal to the Indian audience and it has a price which is very much affordable for the upper middle class of India. The promotions are amazing and it has numerous retail outlets which are growing in number across India. This article discusses the marketing mix of Cafe coffee day. Product:
Café Coffee Day product mix constitutes a wide range of products that appeal primarily to Indian coffee and snack lovers. Products have a decided Indian taste to it – be it food or coffee. Most of the eatables have been adopted to meet the Indian taste buds like samosa, biryani, masala sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with classic coffee.The best selling item in summer is frappe, which is coffee and ice cream blended together. The young people favor it. In winter it is cappuccino. Their merchandising includes funky stuff like t-shirts, caps etc. Price: Considering that Café Coffee Day knows its major customer lies in the bracket of 15- 29,it has tried to derive a policy whereby it can satisfy all its customers. The price for a cup of coffee ranges from Rs.45 to Rs 80. From the time it first started its operations, therehas been only minor changes in the pricing policy of Café Coffee Day. The changes havebeen more due to the government taxes than any thing else Place:
The strategy CCD has adapted is to place a cafe in every possible location where some business can be generated.This is a prime factor in determining the success of a retail chain. Café Coffee Day looks to cater to their target market with strategically located outlets. Their outlets are generally located in High Street/ Family Entertainment
Centers, gas stations, near Collegesetc .
CCD is involved in all the areas of serious consumer passion like: Television:Café Coffee Day held a contest around a very popular programme on Zee English calledFriends. All the six lead characters are shown often visiting a coffee shop.They have tied up with Channel [V]’s Get Gorgeouscontest. Tie-ups:Besides that Café Coffee Day also tie up lot of the youth brands. So they have a contest going on with Levis,another one with Scooty, Liril, latest one with AirtelFriends. Association with movies:CCD can be seen in movies like Khakhee and Mai Hoon Na Sales Promotion:Café Coffee Day uses special ‘Café Citizen Card’ for rewarding Café Coffee Day’s customers. It is a loyalty program to gain new customers and retain the existing ones. Process:
The ordering and delivery process in CCD was earlier based on self- service. But now in most its coffee shops the waiter comes and takes away the order and delivers the order on table. Physical evidence:
a)Logo , image, brand: Café Coffee Day has used bright red and green colors in its logo. RED stands forleadership , vitality,passion for coffee. The GREEN stroke harks back the coffee plantations that they own.Café is noticeably larger in the logo to denote that Café Coffee Day pioneered thecafé concept in India way back in 1996.The font looks as though the letters have congealed out of a liquid. b) Architecture and Decor:Largely wood and granite based interior with young colours of today,like limegreen, yellow, orange, and purple predominate. c) Literature:The literature provided by Café Coffee Day is indicative of its youthful image. Themenus, posters, pamphlets are all designed to attract young and young at heart People: People at Café Coffee Day believe that “People are hired for what they know but fired for how they behave”. Motivation and personal skill are laid emphasize upon. Their employees are like friend to the customer but at the same time they know about the international standards of hygiene and cleanliness and personal grooming.
Courtney from Study Moose
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