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When it comes to coffee branding, the marketing campaigns of Cafe Coffee Day or CCD are quite popular in India. It is not only a coffee house for Indians but has also become India’s favourite place for coffee and conversation. Due to its ambience, it is one of the most popular meeting places for young people. CCD is a known brand in the marketing of the coffee industry in India.
Cafe Coffee Day divides its products according to demographics and psychographics, since people’s requirements and wants to fluctuate, and available resources play an important role.
This cafe’s success in the Indian market can be attributed to its unique idea of ‘A Lot can happen over a coffee,’ but other Café Coffee Day branding and marketing campaigns also play an important role in its success.
Let us learn more about Cafe Coffee Day branding and marketing campaigns in this article that have led to the brand’s growth.
What is Cafe Coffee Day?
Café Coffee Day Global Limited Company is a Chikkamagaluru-based company known for marketing of coffee, that grows coffee on its 20,000-acre farm. The U.S., Europe, and Japan are among the countries that import Arabica beans from this region, which is the largest producer in all of Asia.
V. G. Siddhartha, the founder of Café Coffee Day, was motivated by the founders of the leading coffee brand in Germany – Tchibo. They gave him a brilliant idea, and he used this concept to build his billion-dollar business.
With the tagline “A lot can happen over a cup of coffee,” the first Cafe Coffee Day outlet opened its doors in Bangalore, Karnataka, on July 11, 1996. By 2011, there were more than 1,000 cafes across India, expanding to neighbouring cities.
Why does cafe coffee day do marketing?
The benefit of marketing to any business is that it appeals to consumers and helps them decide to buy their goods or services. In addition, a marketing plan as part of the business strategy helps in creating and maintaining demand, relevance, reputation, and competitiveness.
Affordability, accessibility, and acceptance are the cornerstones of the Café Coffee Day marketing campaign, which has enabled the brand to expand despite difficult times. With the tagline “A lot can happen over coffee,” Café Coffee Day appealed to Indian youth by assuring them that all they need is a cup of coffee and a lively setting to discuss anything.
Café Coffee Day advertising includes promotional initiatives in areas where its target audience is present. CCD uses co-branding in films and TV shows, as well as TV commercials and print ads. It also runs sales campaigns that include couponing, combination discounts, and happy hours.
By reinventing its logo to reflect the company’s spirit, it re-engaged its target audience. The closed square transformed into a conversation box that clarified the brand’s position in the market. The new logo, which appears as a dialogue box instead of the square box of the old logo, has a more conversational effect on target audiences.
Let us go through some case studies on the marketing campaign of Cafe Coffee Day which helped them in coffee branding.
Top Offline Marketing Campaign of Cafe Coffee Day
Cafe coffee day branding and quick development into distant areas and urban neighbourhoods in India were other successful campaigns that pushed CCD to compete with rivals like Starbucks and Barista. Here are some marketing campaigns and marketing campaigns of Cafe Coffee Day that helped them to stand out from the crowd and shine bright.
1. “Sit Down” – Cafe Coffee Day advertising campaign
This commercial was the first step in Cafe Coffee Day advertising strategy. The “Sit Down” marketing campaign of Cafe Coffee Day encouraged people to sit down, relax, and talk. In the video, which lasts more than two minutes, young people at various CCD locations sing the sit-down anthem or jingle.
The engaging commercial shows a group of young people sitting together making plans with friends, talking about problems, and complaining about their pocket money.
They promoted the idea that the greatest things have happened throughout history when people have sat down. This ranges from signing treaties to having lunch together, from drafting the Constitution to the first date of young couples. Thus, this campaign gained a lot of popularity in CCD’s marketing of coffee and created a unique presence in people’s minds.
2. Local for Vocal partnership of CCD and Wow! Momos- Marketing Campaign of Cafe Coffee Day
Wow Momo Foods and Cafe Coffee Day joined forces to strengthen their network as the food and beverage industry faced challenges due to the pandemic. This decision has helped both companies increase their income at a time when many businesses are struggling.
Madness Momo announced that kiosks have been installed in all CCD stores. Menus can be eaten there, taken away, and delivered. Through their alliance, the companies hope to provide Momo and coffee lovers across India with innovative and unique food and beverage experiences.
A kiosk at the CCD store could help attract a new generation of customers to the store, as millennials and Generation Z are particularly drawn to momos because they are perceived as indulgent.
3. Collaboration of Hershey’s Kisses and Cafe Coffee Day for Mother’s Day- Marketing Campaign of Cafe Coffee day
Hershey India Pvt. Ltd, a division of The Hershey Company, announced a partnership between Hershey’s Kisses and Café Coffee Day in honour of Mother’s Day in 2022.
Café Coffee Day serves a high number of young adults, especially millennials and Gen Z, who are huge admirers of our legendary brand Hershey’s Kisses.
On Mother’s Day, the well-known chocolate company will bring the slogan “Say it with a Kiss” to life by moulding the foam on the cappuccinos offered by CCD in about 100 outlets in the shape of its delicious Hershey’s Kisses chocolates. The companies assumed that the Hershey’s Kisses offering would be a beautiful reminder of the love and care that our mothers bring to our lives.
4. Using Social-Media as a part of Cafe Coffee Day advertising strategy
More than 5 million people follow Café Coffee Day on social media, and the company is regularly active on social media platforms.
“What’s your coffee mood?”, “School of Cool,” and “Buy 1 drink, get 1 free” Women’s Day campaigns” are some of the popular promotional campaigns on social media.
CCD is aware that advertisements should be as appealing as possible. To improve people’s passion and understanding of coffee and to engage customers with the brand, CCD has also organized a series of activities in cafes.
5. Different outlets for different customer segments
CCD provides a place where people can come together, sit down, have short meetings, talk, listen, and generally have a lot of fun while sipping countless warm cups of coffee. Café Coffee Day opens its facilities in high-traffic locations, such as shopping malls and busy streets. The company maintains three different types of stores, including CCD Square, CCD Lounge, and Café Coffee Day stores.
For the majority of the population, CCD stores are places to enjoy food, coffee and time with friends and family. CCD Lounges target specific communities. These are premium venues that cater to people who are willing to pay a higher price for a quality cup of coffee.
CCD Square stores sell a wide range of single-origin coffees from their respective growing countries. There is also a diverse range of food from many cuisines.
- A large range of drinks and food products, strategically situated locations, cost reductions, and growth into other locations are just a few of the successful campaigns that have enabled Cafe Coffee Day advertising to stand out from the competition.
- ATL and BTL campaigns are conducted by Café Coffee Day in various methods. Café Coffee Day conducts promotional initiatives in areas where its target audience is present.
- Cafe Coffee Day marketing campaign includes the use of print and television ads and co-branding in motion pictures and television shows. Additionally, it runs sales events including happy hours, package discounts, and coupons.
- The Cafe Coffee Day promoted itself as a hangout joint amongst youth where they can sit, relax and chat.