Branding Report

By Sylvester Cyriac, Karan Jetly, Piyush Advani, Varun Kulkarni, Kandarp Desai Brand parameters Existing branding approach Brand Name Caf Coffee Day Brand Same Logo/Symbol Brand Slogans Sit down for a coffee Brand Values Brand Ambassador Brand Mission Affordability, Visibility, Convenience None To be the best Cafe chain by offering a world class coffee experience at affordable prices. Suggested branding approach Caf Coffee Day Delight Same Come day or night for the delight. Aspirational Imran Khan, Deepika Padukone To be the best Cafe chain by offering a world class coffee experience.

Brand Personality Youthful, Hip, Aggressive Brand Proposition Affordable (Value for Money) Brand Tagline Brand Characters A Lot Can Happen Over A Coffee Comfortable, No Time Restrictions (can stay for hours) NA

Subtle and Classy, Rich Premium Coffee and experience Coffee Worth a Second Cup Luxury

Jingles

NA

IMPLEMENTATION PLAN Competition Analysis

1.Star Bucks 2.Barista Major Competitors 3.Mochas 4.Costa Coffee

SWOT Analysis

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 Strength Weakness 5. It produces/grows the coffee it serves hence reducing the cost. 1. High competition in this segment 1.Introduce cheaper versions of coffee 2.Tap the smaller towns/cities 3. Merchandising. Opportunity 4. Tie ups with other companies for promotion 1.Entry of foreign players like starbucks 2.Dependent on Govt commodity rates Threats 3. Large unorganized market.

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 cities and 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.

2. High disposable income with people looking for new vistas in leisure and lifestyle 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 taking care 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 will differentiate from competitors.

 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 the customer decides to leave he/she may ask for the bill and the transaction is finished without the customer having to approach any counter.