Sit Down!

...And give me all your money.

So, here i was, sitting in front of the TV watching "Sangam" on Zee Classic. Eventually got bored of it and was surfing around for something interesting. I got see an Ad asking me to "Sit Down"! It turned out to be a Coffee day Ad. I have never actually seen CCD do this kind of marketing before. Infact, Not just on TV, there were no CCD Ads on the print media, Radio, Flyers! So Why now? Could Starbucks be the reason? Probably not. If we see what Starbucks has in store for India (in the short term), CCD should do just fine for some more time -

However Starbucks is reportedly rethinking its earlier strategy of a rapid scale-up of 50 stores in one year. Having learnt a lesson from its venture in Australia which saw deep losses and multiple store-closures, in India Starbucks is looking for a slow and solid entrenchment. Tailoring food products to suit the Indian palate, it plans to launch three stores in the six months after November. However, tapping the Delhi market has been postponed.

Ref: Money Control


With CCD having over 1500 Stores all over India and a solid brand name, CCD can breathe easy for some more time! So why this "sudden" marketing strategy? Here's why -

So imagine their surprise when a survey showed that only 47 percent of their target customers in the 17-35 age bracket were keen to visit cafes. "This was a huge customer segment that we were weren’t reaching," says K Ramakrishnan, president - marketing at Café Coffee Day. Clearly something needed to be done. 
Even more surprising was that 65 percent of people were willing to visit a quick service formats like McDonalds or Pizza Hut. Those who didn’t go to cafes believed they were expensive. Others said they didn’t have a partner to take there - so why bother going at all? There was a last set that said the café was a serious place where interviews and discussions took place.

On the other hand the competition was clearly winning. A McDonalds or Pizza Hut served affordable food and were fighting for the same pie of the customers’ wallet. They were working on various ways like say a Lunch Price Menu to attract customers through the day. With an eye on increasing bill values Café Coffee Day had also introduced an expanded food menu. But clearly the message hadn’t filtered through. 

With a national presence and an expanded food offering in place, the team at Coffee Day decided to step outside their comfort zone and work on a medium they’d never worked with before - television.(Till now Coffee Day has spent very little on advertising. In fact, ad spend at the company is negative as it makes more money through in store advertising)

Content From : Forbes India

CCD just wants more customers, to milk them out of their money!  More Customers, More Profits. Costlier Coffee. Brahmin's Cafe, here i come.

If you happen to be a CCD fan, Go thru this Linky "Cafe Coffee Day Lounge - The coffee connoisseur's paradise". Good read.

Funny thing i read about the Ad -

The 'Sit Down' TVC, conceptualized by Creativeland Asia, CCD's communication partner, is part of a 360-degree campaign. It gives the CCD customer a purpose for hanging out at the café. It’s built on the premise that 'standing up' often doesn’t really yield results, but a lot of things can happen when you 'sit down'.

Ref: Business Standard

So now, the customer actually has a purpose for going to CCD - To Sit down. Pricey Coffee be damned!

Last but not the least, the video.