General Awareness

April 04, 2017 @ 01:15 PM

April 04, 2017 @ 01:15 PM

K. J. Somaiya Institute of Management Studies and Research, Mumbai

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Cafe Coffee Day

Innovative Brands have been motivating consumers emotionally thus brands have become almost personified. MBA aspirants are expected to know the success story of brands. 
 
This general awareness article on ‘Café Coffee Day’ will help you to understand growth story of this brand. 
 
Read: Café Coffee Day
 
Café Coffee day is a popular coffee joint that is also has CCD as its nickname. The parent company of CCD is based in Chikmagalur named as Amalgamated Bean Coffee Trading Company (ABCTC). The company is famous for producing Arabica, beans and growing one of the finest coffees in the world. The company has coffee estates of 12,000 acres (4249 hectares) and also exports coffee to countries like USA, Japan and Europe. Café coffee day started with its first café bar on 11th July in 1996. 
 
The café bar was the first to open in Bangalore on Brigade road. With its inauguration in 1996 the ABCTC entered the retail restaurant. The rich taste of the coffee, relaxing ambience and quality service made Café coffee day famous among people of all age group but especially among youth.
 
Soon the company came up with outlets in various cities and today the company has more than 1000 cafes operating in various cities.  Apart from India, café Coffee day has expanded its coffee revolution to countries like Karachi, Prague, Dubai and Vienna.
 
Café Coffee day has won the hearts of coffee lovers not only by offering world class coffee but also by excelling in terms of hospitality, delicious snacks and beverages, feel good ambience and affordability. With its various outlets spread across a single city, café coffee day has been successful in reaching its target audience which is majorly youth. The outlets are common in malls, high streets, markets, highways, tourist destinations and almost everywhere where you will like to have a cup of coffee. 
 
CCD as popularly known excels when it comes to hospitality because of their sole motive of hiring people for what they know but firing them for how they behave, this clearly signifies the importance of customers and how the staff interacts to them.  
 
The reason behind the success:
 
• First of its kind: Half the work was done with bringing innovative concept of coffee bar culture to the homeland, India. And the rest was done by keeping the motive clear of establishing themselves as the first café chain offering world class coffee experience at affordable price.
 
• Reach: The trend began with the first outlet in 1996 on Brigade road, Bangalore and the outlet number has extended over 1000 in 200 cities/towns across India and only growing since then. Café coffee presents itself as a place where you can sit, relax, have fun with friends, have informal meeting and do much more over a cup of coffee. The tag lines in its ad campaigns like ‘a lot can happen over a coffee’ have also proved to be successful marketing tactics.
 
• Snacks and Beverages:  Apart from offering you great coffee, the store also offers an extended menu that has snacks, hot and cold drinks, cakes, brownies, ice-creams, etc. The menu is classified into clean segments of Food, Beverages and others.
 
• Service:  Café coffee day has proved to be a leader when it comes to hospitality and this has been proved as the store got recognized as youth’s most popular place for hangouts in 2011 event of 3rd Global Youth Marketing Forum. The Indian Hospitality Excellence Awards also named it "India's most popular coffee joint" in 2011
 
 
 
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