brand ion -- new
Post on 07-Apr-2018
216 Views
Preview:
TRANSCRIPT
-
8/6/2019 Brand ion -- New
1/19
Brand ComparisonBrand ComparisonCaf Coffee Day (CCD) loungeCaf Coffee Day (CCD) lounge
VsVsBaristaBarista -- lavazzalavazza
-
8/6/2019 Brand ion -- New
2/19
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
-
8/6/2019 Brand ion -- New
3/19
Comparison Point 1Comparison Point 1
5 101 2 3 4 6 7 8 90
-
8/6/2019 Brand ion -- New
4/19
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.new segment.
Segmentation
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
-
8/6/2019 Brand ion -- New
5/19
Comparison Point 2Comparison Point 2
5 101 2 3 4 6 7 8 90
-
8/6/2019 Brand ion -- New
6/19
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
corporatecorporate
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
billbill
-
8/6/2019 Brand ion -- New
7/19
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
-
8/6/2019 Brand ion -- New
8/19
Comparison Point 3Comparison Point 3
5 101 2 3 4 6 7 8 90
-
8/6/2019 Brand ion -- New
9/19
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
beansbeans
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.
-
8/6/2019 Brand ion -- New
10/19
Comparison Point 4Comparison Point 4
5 101 2 3 4 6 7 8 90
-
8/6/2019 Brand ion -- New
11/19
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
LevisLevis
TVS ScootyTVS Scooty Channel VChannel V GetGet
gorgeousgorgeous
Movie Tie upsMovie Tie ups
-
8/6/2019 Brand ion -- New
12/19
Comparison Point 5Comparison Point 5
5 101 2 3 4 6 7 8 90
-
8/6/2019 Brand ion -- New
13/19
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
connectivityconnectivity
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.
-
8/6/2019 Brand ion -- New
14/19
Comparison Point 6Comparison Point 6
5 101 2 3 4 6 7 8 90
-
8/6/2019 Brand ion -- New
15/19
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
-
8/6/2019 Brand ion -- New
16/19
Comparison Point 7Comparison Point 7
5 101 2 3 4 6 7 8 90
-
8/6/2019 Brand ion -- New
17/19
8. Monitor & Benchmark8. Monitor & Benchmark
satisfactionsatisfaction BaristaBarista
Feedback throughFeedback throughwebsitewebsite
Idea postingIdea posting Uploading your ownUploading your own
reciperecipe
Experience posting onExperience posting onthe website.the website.
CCDCCD Feedback forms withFeedback forms with
billbill
-
8/6/2019 Brand ion -- New
18/19
Comparison Point 8Comparison Point 8
5 101 2 3 4 6 7 8 90
-
8/6/2019 Brand ion -- New
19/19
Overall ComparisonOverall Comparison
BaristaBarista -- lavazzalavazza 62/8062/80
CCDCCD -- loungelounge 58/8058/80
top related