segmentation

It’s All In the Mind- CCD:

CCD holds a distinct position in the minds of the target customer. Most of the customers are loyal
and visit the same outlet. CCD is very Aggressive in terms of the marketing activity in order to
maintain the market share. Major customers are youths. Focusing on the target group, tie-ups are
done with other companies in order to keep the audience interested. They are planning to tie-ups
with cinema theaters,shopping malls.

Coffee Café Day is the most popular hang out place for youngsters. CCD is perceived as energetic and
trendy organization. The criwd is very lively. Most of the consumers are frequent visitors. Many of
the people also have their loyalty card “I visit here twice a week. It’s a good place to hang out with
friends.

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CCD has the wide variety of coffee that suit to the consumers needs. The ambience is very clean,
well-lighted and airy. Most of the outlets also have large parking space and good seating
arrangements. There is a young feel to it. The prices are very reasonable (compared to barista, not
our local Udipi) too and an average coffee would cost about Rs. 40. They also have attractive T-shirts
sporting coffee day labels, cups,etc for sale, which are manufactured by coffrr day.

The food at CCD is at the affordable price. Customers coming out there also find the food interesting
especially veg. wraps and the chicken ciabatta (Italian sandwich). However thay don’t like Pizzas.
Sometimes, the food smells a bit stale. The deserts are the most preferred by the youngster’s
especially chocolaty cakes and apple pie. The employees are very friendly. They maintain a good
relation with their customers. At CCD employees are very helpful and serve the customers, which
differentiate them from other cafes. CCD coffees are much cheaper than that of cafes. This is one of
the main reasons for attracting the young college crowd. CCD is also very well spread. Many
customers belive CCD move with the competitor. Wherever Baristas opens its outlet, CCD comes
with the outlet.

One will not find more of working class or management people. It’s not the good place to have a
business talks. The place is very noisy which makes them difficult to concentrate. Even the seats are
much closed arranged thus does not maintains secrecy.

The music at CCD is very loud and trendy that is suited for the young crowd. There are also sone
people who believe that CCD is cheap and it does not suit their status.

The other problem that customer feel is the practice of having a TV set that is perpetually on MTV
OR channel V or something and something loud and jing-bang going on…..It would be much better to
have some soft music.

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