One cup of a Session!
Mr. K.
Ramakrishnan, President- Marketing, of the Cafe Coffee day chain was the
speaker of the day. The theme was how a service brand like 'Cafe Coffee Day'
was built. In a complex market with assumptions on how people in India would
spend time and money for a simple Coffee, which is after all a Rs 5/- affair in
every street! CCD, as we call it is quite a success story. The brand talks
nothing but "Mass", "Youth", "Value" &
"India" according to Mr. Ramakrishnan. The Moment of truthis so important in Marketing, especially on the consumer front, it is typically a everyday, every moment aspect at CCD, quipped Mr. Ramakrishnan. He further talked about the preposition a brand could convey without communication. That's what CCD is! Every cafe is a communication. Interestingly CCD has the our conversations as the
center of business. Mr. Ramakrishnan talked about the four core elements of CCD's customer focus- Propose, Pick, Pilot and Perpetuate. Futher the cafe 'moments' membership was introduced to understand consumer behaviour. Answering to one of the questions, Mr. Ramakrishnan drew a clear comparison with what Startbucks does in US and what CCD is about in India- Its uniqueness, though the nature of business of the two companies looks the same at the outset. He also talked about how every cafe, be it the outlet, Lounge or Square uses every square foot of space to the maximum extent.
Definitely a
lot can happen over a coffee!
Sahana Sinha,
II MBA - Marketing.
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