MARKETING
MIX:
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, there has been only minor changes
in the pricing policy of Café Coffee Day. The changes
have been 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 .
Promotion:
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 Gorgeous contest.
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 Airtel Friends.
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. The menus, 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.
Mayank Mittal
PGDM- 2ND SEM
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