Cafe Coffee Day bullish on building up brand recall

MUMBAI: "We want to own all aspects of coffee, right from the estates to the cup of coffee that we serve". That is exactly how aggressive the coffee chain Cafe Coffee day is.

Although the chain is not keen on mass media to promote its fare, it is on promotion of its via barter deals. Latest, the brand is placed smartly in forthcoming Bollywood ventures Amitabh Bachchan, Aishwarya Rai, Vivek Oberoi starrer Kyun Ho Gaya Na and Sajid Nadiadwala's Salman Khan, Priyanka Chopra starrer Mujshe Shaadi Karoge.

The company's marketing head Sudipta Sen Gupta offered, "Although demographically, a typical consumer would be male or female between 15-29 years of age, belonging to middle or upper middle class but we call our consumers young or young at heart. We are about juke boxes, we are about good and affordable coffee and food. The brand fit is with youth or young at heart. So we often look out for brand that are aspirational."

Although initially the Cafe didn't make a conscious decision associate with movie, looking at the trend they quick to adapt to the in-film promotion deals.

"Quite a few movies, whose target audience matched with that of the consumers at Cafe Coffee Day, started shooting in the cafe. So we had Bas Yun Hi, couple of Telugu and Tamil films being launch. Later we gathered that Bollywood is a consumer passion and so we took a conscious decision of being seen in certain movie like Khakee and Main Hoon Na," adds Sen Gupta.

With the promotional initiatives primarily revolving around ground events, the Cafe Chain got into barter deal with Enrique Iglesias, Elton John concerts and WWE. Interestingly, the company has also had barter deal with other advertisers, recent one being HDFC where the ad was shot in the Cafe. Currently, the cafe is in tie up with Liril to promote its latest launch.

Speaking about the small screen tie ups Sen Gupta said, "We had a contest running in association with Zee for Friends. The linkage being, it was a youth based programme and the characters were often seen sipping coffee at a cafe. We also sponsors with Channel [V], for its Get Gorgeous contest. That apart, we have had contest tie ups with History Channel for Hollywood Heroes."

"Any event where we are either ticket sellers, or organising promotion campaigns, we eventually have very high walk in that pushes our sales in the bargain," gushes Sen Gupta.

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