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  • 8/6/2019 Brand ion -- New


    Brand ComparisonBrand ComparisonCaf Coffee Day (CCD) loungeCaf Coffee Day (CCD) lounge

    VsVsBaristaBarista -- lavazzalavazza

  • 8/6/2019 Brand ion -- New


    1. Clear Market Objectives/1. Clear Market Objectives/

    Strategic IntentStrategic Intent BARISTABARISTA -- lavazzalavazza

    Transporting theTransporting theauthenticity of Italianauthenticity of Italiancoffee houses to countriescoffee houses to countries

    across the globe.across the globe. Aim to Provide highestAim to Provide highest

    quality products.quality products.

    Mission: To provide anMission: To provide anauthentic Italian Coffeeauthentic Italian Coffeedrinking experiencedrinking experience

    CCDCCD -- loungelounge Best coffee experience atBest coffee experience at

    an affordable pricean affordable price

    Comparatively Low pricesComparatively Low prices

    (owns its own coffee(owns its own coffeefarms)farms)

    Mission: To be the bestMission: To be the bestcaf chain in the world bycaf chain in the world byoffering a world classoffering a world classexperience at affordableexperience at affordableratesrates

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    Comparison Point 1Comparison Point 1

    5 101 2 3 4 6 7 8 90

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    2. Segmenting the Market and2. Segmenting the Market and

    Tailoring strategies for themTailoring strategies for them

    BaristaBarista -- LavazzaLavazza

    Lavazza format targeted atLavazza format targeted atthis segment (over 230this segment (over 230Lavazza locations in overLavazza locations in over30 locations across India)30 locations across India)

    CCDCCD -- loungelounge

    CCD Lounge targeted atCCD Lounge targeted atthis segmentthis segment

    Newer offering basedNewer offering basedon the needs of thison the needs of thisnew segment.


    Specially designed for young urban corporate in age group of25 - 35

    Targeted at young, corporate Urban Professionals.

    Positioned as a leisure or hangout place, where one can kill time

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    Comparison Point 2Comparison Point 2

    5 101 2 3 4 6 7 8 90

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    3. Understanding Current & future3. Understanding Current & future

    needsneeds BaristaBarista -- LavazzaLavazza

    Conducts regular surveysConducts regular surveysto improve franchiseeto improve franchisee

    Feedback possible throughFeedback possible throughwebsitewebsite

    Uploading recipesUploading recipes

    New initiativesNew initiatives

    WiWi--fi access at all Lavazzafi access at all Lavazzaoutlets for the urbanoutlets for the urban


    CCDCCD -- LoungeLounge Conducted a survey of overConducted a survey of over

    2,000 people where they2,000 people where theyasked what the brandasked what the brand

    Caf Coffee Day meant toCaf Coffee Day meant tothemthem, on the basis of which, on the basis of whichfeedback they redesignedfeedback they redesignedtheir logo, look, and feel oftheir logo, look, and feel ofthe caf to serve thethe caf to serve the

    customer bettercustomer better Feedback form with everyFeedback form with every


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    3. Focus on solutions not on3. Focus on solutions not on

    productsproducts Both Focus on Experience given by retail outlets.Both Focus on Experience given by retail outlets.

    BaristaBarista -- LavazzaLavazza Italian coffee experienceItalian coffee experience

    Positioned as a hangout place for urban corporatePositioned as a hangout place for urban corporate

    CCDCCD loungelounge Hangout Place for the young urban corporateHangout Place for the young urban corporate

    Very recent offering by CCD; started in JulyVery recent offering by CCD; started in July -- 0909

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    Comparison Point 3Comparison Point 3

    5 101 2 3 4 6 7 8 90

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    4. Creating competencies &4. Creating competencies &

    capabilities to match opportunitiescapabilities to match opportunities BaristaBarista -- LavazzaLavazza

    Outsourced its supplyOutsourced its supplychainchain

    Free WiFree Wi--fi to focusfi to focusmore on Youngmore on Youngcorporate rather thancorporate rather thanon studentson students

    CCDCCD -- loungelounge Self sourced coffeeSelf sourced coffee


    Newer coffee retailNewer coffee retailmodel to focusmodel to focusespecially on thisespecially on thissegmentsegment

    Priced 10Priced 10--15% more15% morethan the normal CCD.than the normal CCD.

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    Comparison Point 4Comparison Point 4

    5 101 2 3 4 6 7 8 90

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    5. Building Competitive Advantage5. Building Competitive Advantage

    and Beating Competitionand Beating Competition BaristaBarista

    TieTie--up'sup's World SpaceWorld Space

    ABN AmroABN Amro CornerstoneCornerstone

    Initiatives like: TheInitiatives like: TheSound Of BaristaSound Of Barista

    Tie ups with corporateTie ups with corporatefor offering Lavazzafor offering Lavazzabrand in campusbrand in campus

    CCDCCD TieTie--up'sup's


    TVS ScootyTVS Scooty Channel VChannel V GetGet


    Movie Tie upsMovie Tie ups

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    Comparison Point 5Comparison Point 5

    5 101 2 3 4 6 7 8 90

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    6. Recognizing Environmental6. Recognizing Environmental

    changechange BaristaBarista

    Targeted at the youngTargeted at the youngurban corporate fromurban corporate from

    start.start. Free internet & WiFree internet & Wi--FiFi


    TieTie--ups withups with

    companies withcompanies withinternal offering insideinternal offering insidecampus.campus.

    CCDCCD -- loungelounge Newest offering toNewest offering to

    crater to the segmentcrater to the segment

    of young, urban,of young, urban,corporate Indian.corporate Indian.

    Expanding in cities,Expanding in cities,where the populationwhere the populationof young corporate isof young corporate isincreasing like,increasing like,Bangalore, andBangalore, andChandigarh.Chandigarh.

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    Comparison Point 6Comparison Point 6

    5 101 2 3 4 6 7 8 90

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    7. Customer focused organization7. Customer focused organization

    & Inverting the pyramid& Inverting the pyramid BaristaBarista

    Less number of outletsLess number of outletsthan CCDthan CCD

    Not as heavyNot as heavyconcentrated as CCDconcentrated as CCD

    Outlets are thereOutlets are therewhere there is anwhere there is an

    increased number ofincreased number ofthe corporate.the corporate.

    CCDCCD Place a caf in everyPlace a caf in every

    location wherelocation where

    business is generatedbusiness is generated 6 outlets in a 2 km6 outlets in a 2 km

    radius or MG roadradius or MG roadBangaloreBangalore

    Over 120 outlets inOver 120 outlets in

    Bangalore aloneBangalore alone Outlets Next toOutlets Next to

    corporate campusescorporate campuses

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    Comparison Point 7Comparison Point 7

    5 101 2 3 4 6 7 8 90

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    8. Monitor & Benchmark8. Monitor & Benchmark

    satisfactionsatisfaction BaristaBarista

    Feedback throughFeedback throughwebsitewebsite

    Idea postingIdea posting Uploading your ownUploading your own


    Experience posting onExperience posting onthe website.the website.

    CCDCCD Feedback forms withFeedback forms with


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    Comparison Point 8Comparison Point 8

    5 101 2 3 4 6 7 8 90

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    Overall ComparisonOverall Comparison

    BaristaBarista -- lavazzalavazza 62/8062/80

    CCDCCD -- loungelounge 58/8058/80