Cafe Coffee Day Brand Alliance

PARTNERING TO SCRIPT SUCCESS STORIES!

Creating a better touch point for brands to connect with their audience.

UNDERSTANDING CAFÉ COFFEE DAY

India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd

A Rs. 750 crore ISO 9002 certified company

Pioneer of the café culture and the first to launch the ‘coffee bar’ concept in India Network strength: 850+ cafés in 132 cities/towns across India and growing

WHY CAFÉ COFFEE DAY Average Footfalls: 300 per café per day Average dwell time at café: 45 minutes

Meeting place for 15-29 year olds

The place they frequent most after “home and workplace/college”.

A place where they meet friends and colleagues, In groups of 3 or more

A place where they rejuvenate and are free to be themselves rather than a place to be “seen at”

Research shows that while our customers come to us for our products, a substantial amount of our customers come to “Hang out” with friends.

The café is also the venue for business meetings (13% ), celebrating special occasions (10%) or just plain “Time Pass” (17%).

IN-HOUSE RESEARCH DATA

“We go to Café Coffee Day everyday after college. It’s our adda where we make all our plans – love, life and otherwise”

YOUTH BEHAVIOUR Strong Voice in household purchases Make consumption related decisions in company of friends

Consumption areas: Personal clothing & accessories, food, entertainment, consumer durables Influencers: Peer group, workmates.

Tech Savvy Access to large amount of money to spend Likes to seen at the right place Socially Active

Hangs out at cafes/malls Looking for a good lifestyle Looking for a multiplicity of experiences

Aspiration led purchases Seeks 'feel-good factor' and expression of identity through choice of brands consumed. But is also value conscious. Spending Power: Rs 7,000-40,000 p.m.

(Sources – a) Ernst & Young Study – Yousumerism 2008 & b) Bates 141 study - 3 generations, 1 big market 2008)

Opportunity: To keep innovating so your brand is relevant and trendy.

YOUTH BEHAVIOUR

KEY TARGET AUDIENCE 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.

There is a definite skew towards singles: 66% singles, 27% married & 7% others.

SEX RATIO & MARITAL STATUS

GROUP SIZES

Maximum foot-falls are in groups of size varying from 3 to 5people followed by people coming in groups of 2, a major partof which are couples.

CAFÉ COFFEE DAY

The preferred medium for the alternative marketing needs

A COMPARISONTraditional Media Vehicles Brand communication through traditional modes only: visual & audio modes Heavy spillovers High clutter levels High cost per contact

Café Coffee Day An interactive alternative media Targets the ‘young at heart’. High on engagement Low cost per contact for a filtered TG

Vis-a-Vis Reminder medium

Lucrative base of 3 million young consumers (15-30 yrs). No other reminder medium can boast of such a focused TG delivery.

Distribution : 800+ cafes spread across 120+ cities. A definite advantage compared to medium like Radio and Cinema.

Dwell time: Though other mediums could talk of higher time spent on the medium, ad communication is much limited to a few seconds. Vis a Vis communication is effective for the complete dwell time at CCD.

Engagement: Trials, customized communication.

Vis-a-Vis BTL medium

Focused TG (as against mall activations or road shows).

Uninterrupted OTS, due to high dwell time and continuous visibility of communication.

Captive audience, as against other diversions at malls or road shows.

CCD: LEVERAGE-ABLE STRENGTHS

3.6 million consumers per month. 80% of these in 15-30 yrs age group Cumulative monthly disposable income of 2160 crores

Relevant ReachUninterrupted OTS

Captive audience

Network

Unique creative concepts

Least opportunity of consumers to switch communication.

No attention diverters. Relaxed frame of mind. Open to engaging with the communication. 45 minutes of uninterrupted dwell time.

Unbeatable 800+ cafes, 120+ cities Covering Tier 2 & 3 towns as well.

THE OFFERING

THE INTANGIBLE BENEFITS Research shows Café Coffee Day to be perceived as

the home away from home. The distinctly segmented Target Group is with

friends & colleagues (key reference groups) Relaxed and in a receptive mood, having a good

time…having fun!

CAFÉ COFFEE DAY OFFERS THE MARKETER:

An opportunity to convert a typical mass media campaign to a 360 degree communication endeavor

Uncluttered and consistent presence in a highly innovative manner

A FEW HIGHLIGHTSITC- Fiama Di Wills/VivelCampaign: Sampling-Engagement-Data collection driven

Objective: to sample the product to a filtered young Sec A/A + potential buyer

Touch Points in cafes :High impact and involvement driven, Tent Cards, CRM forms, Walls, Standees

Mechanics: Visibility: High impact intersections like Wall, Standee, Tent Cards.As soon as the customer sits down, he/she is handed over a Vivel/ Fiama gift hamper by the team member and requested to fill up a CRM form.The CRM forms are collected in the drop box kept on the counter.

Number of Samples given out for Vivel/Fiama, in three phases: 2 Lakh

METRO NOW & CCDActivation Concept

Metro Now: a new entrant in the tabloid space

The Soap Box: History and some trivia

A soapbox is a raised platform on which one stands to make an impromptu speech, often about a political subject. Hyde Park London is known for its Sunday soapbox orators, who have assembled at Speaker’s Corner since 1872 to discuss religion, politics, and other topics. A modern form of the soapbox is a blog; a website on which a user publishes one's thoughts to whomever reads the page.

CCD ACTIVATION

10 cafes, high on student footfalls chosen for the promotion where CCD consumers would be invited to come up, stand on a soap a box and ”Give Gyaan”

Topics chosen: “Old enough to get married have a child but not old

enough to Drink??” “Safe Premarital sex v/s moral issues” Age - 43 SRK is the superstar & heartthrob of the

youth…?? “Love at first sight”

The schedule was announced on tent cards, leaflets, danglers and standees in 40 cafes in Delhi/NCR.

A professional MC conducted the event at all the 10 cafes.

The best views won prizes and got aired on Metro Now

EDITORIAL COVERAGE

EDITORIAL COVERAGE & ADS

The CCD Platter!

WHAT’S ON THE MENU FOR YOU…

Tent Cards are the chosen element in the

cafes since they are all about “I am here, you

cant miss me”

ON THE TABLE: STICKERS & TENT CARDS

WITH THE FOOD: SIDE MENU CARD

Contests have been activated through leaflets/contest forms given out with the menu-card /bill folders

Drop boxes, which also add to prominent visibility, are used to collect all entries to the contest

CONTESTS @ CAFES

ON THE WALL

The most imposing branding option within a cafe for visual communication with minimal amount of text

SAMPLINGThe surest way to reach your filtered TG reducing all clutter costs.

Wrigleys:

Campaign Objective:On-ground support for IDA Certification for Orbit

Scope: 35 Cafes in Mumbai-Delhi-Bangalore

In-café Activation:Tent Cards on tables A free sample with all orders

Verdict: Successful, with 10L samples dispensed over a period of 30 days

SAMPLING

Hershey’s Soya Milk samplingSamples with Min billing in 60 cafes in Mumbai-Delhi-Bangalore

Aim: To support Soya Milk re-launch and communicate its benefits

Collaterals: 3-D Table Stickers and Standees

Verdict: Successful with approx 5 L samples dispensed over a period of a month

OUT OF THE BOX IDEAS CCD will work with brands to give a creative solution (within parameters)

Let your imagination decide your campaign

OUR PARTNERS

CAMPAIGN – MANDATORY POINTS 50 % of the total invoiced amount to be paid before the start of the promo, rest to be paid half way through the campaign All expenditure incurred on designing , creating and logistics of collaterals are to be borne the third party The collaterals to be sent directly to the cafes. Please share with us  the soft copies of the collaterals to be displayed in CCD  for approval by CCD before sending for print All collaterals to be displayed in CCD would need to carry a CCD logo on them All Collaterals are to reach the cafes at least 2 – 3 days prior to start of promo so that there is enough reaction time at the cafes Taxes extra as applicable

Surely, A Lot Can Happen Over Coffee…!!!