Final PPT Coffee day wake up(1)

Launch Of COFFEE-DAY
WakeCUP

By- Ashwini Shajan &
Ebin V Francis

Cafe Coffee day!(CCD)

● An Indian café chain owned by Coffee Day Global Limited
● A Chikmagalur based business. which grows coffee in its own

estates of 12, 000 acres.
● Started as a retail restaurant in 1996
● The first CCD outlet was set up on July 11, 1996, at Brigade

Road, Bengaluru, Karnataka
● Was named "most popular hangout joint amongst youth" at

the 3rd Global Youth Marketing Forum in 2011.
● Was ranked 210th among India's most trusted brands.

Coffee day Wake Up

● Coffee Day, after having embarked on a journey in order to create a
café culture in the early nineties in this country with its largest café
chain Café Coffee Day (CCD), kiosk business Coffee Day Xpress
(CDX), corporate machine coffee units with a sub brand Coffee Day
Beverages is now all set to change the face of drinking coffee within
homes and offices.

● The trend setting retail brand with its deep coffee expertise has
launched ‘Coffee Day WakeCup’ an innovative single-serve coffee
system using breakthrough technology.

Strategies

● Coffee Day is now all set to change the face of drinking coffee within homes
and offices.

● Meets home brewers’ demands for more convenience, superior quality and
much desired ease of use

● Coffee Day WakeCup adopts the cutting edge MaxEx technology.
● Coffee Day is also launching a state of the art hot & cold milk frother as an

accessory.
● Provides a fresh and consistent brew of exceptional quality in just 30

seconds.
● Available at all CCD outlets and for purchase through e-commerce sites.

Cost--

● The price of the machines begin at Rs.3999/- plus VAT.
● CCD launched the Coffee Day WakeCup, a single serve coffee brewing

system, priced at Rs 4,000 for the basic version and Rs 5,000 for the
automatic version.
● The capsules required to prepare the coffee will be retailed at the store, at a
price point of Rs 10.
● The electrical coffee maker market in which CCD is setting foot is a small
segment, valued at Rs 30 crore.
● CCD offers two simpler coffee making equipment, the Plunger (French
press) and the Stovetop Espresso Maker, priced at Rs 275 and Rs 300
respectively.

Challenges

● Most other brands operate at a much higher price point.
● To educate consumers on how to use a coffee machine to get that perfect

cup of coffee.
● Cafe Coffee Day will have to focus on sourcing the right ingredients.
● Tea is the preferred beverage at home, particularly in north India.
● Retailers do not have enough space for demonstration.
● The Coffee Day Group uses its expansive network of 1125 cafes and 900

Express outlets to market its ambitious product.
● In the branded segment, Cafe Coffee Day competes with players like

Prestige.

MEDIA COVERAGE-Print, Broadcast and Online









GNG MAGAZINE - Festive Greetings by CCD

● GLAM AND GLAZE- A Leading Fashion And Lifestyle
Magazine.

● Described a range of exciting and delightful offerings
● Products on offer range from coffee powders, coffee mugs and

eatables.
● Coffee capsules can be used with Coffee Day’s WakeCup coffee

brewer.
● Special WakeCup combo comprising of the coffee machine,

frother and two packs of coffee capsules at Rs. 7999/- only.

MEDIA COVERAGE(Cont…)

● Showcased product technology on NDTV’s
GADGET GURU.

● Website- wakeup.in.

Promotional Activities

1. Demonstration by Laila Baker at the Rotary Elite

Women’s Club, Bangalore
● Demonstration of two new coffee brewer models Orion and Vega

from WakeCup
● Vejay Anand, President of Coffee Day said “WakeCup is an Italian

design, adapted to the tropical climate of India. It was launched a
month ago and it simplifies the process of brewing a perfect cup of
coffee.”
● The entrepreneurs’ select guest list included distinguished women
from all walks of life.
● A silent auction whose proceeds went to the Rotary Club.



Promotional Activities(Cont..)

2. CCD Coffee Festival Launch--

● Beverage show and tell initiative for consumers organized by
CCD.

● First held at the CCD cafe at Film Nagar in Hyderabad.
● “An attempt to help consumers indulge in these fine beverages

and take back a part of the cafe experience home with them."
● Coffee Festival by Café Coffee Day in Trivandrum, Chennai,

Mangalore etc.



DRAWBACKS AND RESULTS

● Can be used only with WakeCup capsules
● Available at only select CCD stores and online

stores
● Positive reviews from NDTV’s Gadget Guru.
● Received quality exposures in all key media.

REFERENCES

http://www.indiainfoline.com/article/news/ccd-launches-caffee-day-wakecup-coffee-system-5338062807_1.html
http://www.madisonindia.com/units/pdf-pr-casestudies/CCD-Coffee-Day-Wake-Up.pdf
https://www.youtube.com/watch?v=d5pzW6zV6BM
http://www.ragalahari.com/localevents/29434/cafe-coffee-day-coffee-festival-launch.aspx
http://www.thehindu.com/todays-paper/tp-features/tp-metroplus/over-a-steaming-cuppa/article3596373.ece
www.wakecup.in
https://www.gngmagazine.in/get-natural-skin-glow-just-15-minutes-epiques-instaglow-technology/