Cafe coffee day

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Cafe coffee day

Marketing Management Assignment

Product: café coffee day
Category: coffee joint
Tagline: a lot can happen over a coffee
Target group: youth in middle and higher income group and also business class people

Positioning statement:
Café coffee day’s positioning statement deals with not only offering a varied range of coffee but also providing a unique experience and comfort along with it. It not only offers different flavored or different type of international coffee along with light snacks (tummy filler) of a premium quality and international taste, along with that it also focuses on its café’s ambience so that the customer can enjoy coffee with comfort.
The recent marketing strategy is about offering coffee and its related products at a low cost in order to attract middle class customers.

Competitive analysis:
The major competitors of café coffee day are as follows:
• Barista
• Starbucks
• Costa coffee
And also few local brands like
• Nescafe
• Amul
Indirect brands like
• Mc Donald’s
• KFC

Value position:
Café Coffee Day value proposition emphasizes on customer relationship, by building friendly relationship with its customer. The Indian youth is the target audience of café coffee day. There are around 1000 plus stores located at every nook and corner of India. Its major target audience are the youth who want to be cool and fashionable among too their peers. It also focuses on building relation with business class people as it also offers premium class coffee with comfort

Latest commercial advertisement:
Recent advertisement of December 2013
• For crunchy frappe: http://www.youtube.com/watch?v=MnAqhVdngTE
• For egg wrap: http://www.youtube.com/watch?v=tdisxU8v91k

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