Analysis Of Cafe Coffee Day

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Abstract
Café Coffee Day claims to be the best coffee chain in the country by offering world class experience at affordable prices. CCD induces a sense of belonging in the minds of the consumer. Students and employed professionals perceive CCD as a hangout place, a place for meeting friends and conversation. Ambience and interiors appeal to their visual senses and smell of coffee to their olfactory senses. People feel young at heart and relaxed being at CCD. CCD serves as a promoter of social networking and going to CCD is also considered as a status symbol. This paper is an attempt to explain the marketing strategies adopted by Café Coffee Day along with focusing on their core competencies.

Indian Coffee Industry

India is the sixth largest coffee producer in the world and contributes for 3.9 percent of global coffee production. Of the total coffee production, 70 per cent is exported and 30 percent is consumed. In 2014–15, India's coffee export volume was 286,545 metric tonnes (India Brand Equity Foundation, 2015). The per capita consumption of coffee in India is only about 90 grams, considerably low compared to other coffee exporting nations. This shows the immense potential for the domestic coffee industry …show more content…

1700 crore (Business Insider, 2015). The coffee industry compromises of players from local as well as international markets. The main players who constitute this industry are Café Coffee Day, Barista Lavazza, Starbucks and Costa Coffee. Café Coffee Day a parent company of Coffee Day Group is the one of the leading retail cafe chain in the country. Café Coffee Day pioneered the café culture and first to launch the coffee bar concept in India. Their portfolio includes Technology Parks & SEZs, Logistics, Investments, Financial Services and Hospitality. The target population of the cafe is majorly the young population in the urban cities with disposable

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