Team Members:

Ayushi Malik
Bansari Bhanushali
Bhavya Chhawchharia
Binu R
Nandini Busireddy
•The first Café Coffee Day outlet was set up on July 11, 1996, at
Brigade Road, Bangalore, Karnataka.

•1530 outlets spread across India

•900 CCD Express (kiosks for take-away) and 16,000 vending

machines in offices

•Cafe Coffee Day has a turnover of over Rs 1000 crores.

• International Outlets in Karachi, Dubai, Vienna and Prague

1.Quality service and taste 1.Lack of individual

2.First mover advantage attention

3.Brand name & visibility 2.Lack of brand loyalty

4.Youth oriented brand 3.Poor ambience & decor

1.Cheaper variety of coffee 1.Many competitors

2.Merchandising 2.Dependent on govt

3.Tie ups with other commodity rates

companies 3.Unorganized market

 1.Middle class
and Upper 1.Fun Place
Demographic Middle class
2.Coffee Bar
1.Age 2.Students and
Executives 3.Third Place
2.Geography
3.”Young at
heart”
Café Coffee Day

The Lounge

The Square
• 1481 outlets in 200 cities
• Right Locations
• Relevant Pricing Strategy
• Ambience
• Promotional Activities
• Product or Service?
• Logo change from a square to dialogue box
• ‘Relax and Dialogue’

• Tagline :-
“A lot can happen over a coffee”
•The first Starbucks opened in Seattle, Washington, on March 31,
1971

•As of July 7, 2016, Starbucks is present on 6 continents and in 74

countries and territories. With a total of 23,768 locations

•In India, Starbucks has a 50:50 joint venture with Tata Global
Beverages to control all the Starbucks outlets in India

•There are 89 Starbucks outlets in India

•Tata Starbucks had a revenue of over 235 crores in 2016

 1.Global brand name coupled with
1.Recognized for high prices
trustworthiness of Tata
2.Considered a place for the elite class to
2.Perception of higher quality products
hangout
3.Excellent brand and service
3.Lack of presence in non metro cities
4.Youth oriented brand
4. Relatively small product breadth
5. Reduction in Cost
 1. Interest in Western brands in

Indian minds 1.Global policy conflicts

2. Targeting rapidly growing Indian 2.Presence of other hangout locations

urban youth
STARBUCKS – AGGRESSIVE APPROACH
• Association with Tata - means greater connections, more shops – it is
also a major coffee producer.
• Opened first store in Mumbai - in an old gothic building – creating a
strong brand value
• Outlet earned $2k to $4k – CCD’s best stores earned only $2k
• Median age of Indian population is 27 compared to 36.7 in US
• Changing dynamics of population and economy – trying to win over this
section
• Starbucks bound to takeover if CCD doesn’t
give enough attention

• Its about time for CCD to start aggressively

promoting their product before Starbucks take
over.