Cafe Coffee Day Essay

CONTINUING CASE: CCD (PART 3)
A) Decisions, Decisions
Café Coffee Day (CCD) is the pioneer of café culture in India since it opened its first café in Bengaluru, India in 1996. Till the late 1990s, consuming coffee in India was limited to the Intellectuals, the traditional South Indian families & the visitors to 5-Star Coffee Shops. It was CCD that brought in the café culture to India at the same time when the coffee café culture was becoming increasingly popular in neighbouring South Asian countries. V.G. Siddhartha, CCD’s founder, discovered and tapped the unmet need for a pleasant and enjoyable experience for the urban youth of India.
By the end of 2001, CCD decided to undergo an image change and also revamp its interiors. The CCD interior space was spruced up to kindle an instant appeal among the young crowd. From what comprised of largely wood and granite earlier, CCD’s interiors appeared more youth savvy now,

Every CCD outlet across the country is a part of India’s largest coffee conglomerate by the name of Coffee Day. Since the company owns all the cafes, it becomes easier for the company to not only conduct feedback surveys but also control the operations holistically. This, in turn, helps implement the Company’s strategic policy.
One of unique aspects of CCD is that it grows the coffee that it serves in its café. It has a well equipped roasting unit which caters to the specific requirements of its customers. CCD uses its own store vehicles for various transportation needs which in turn helps the company to achieve both efficiency and operational effectiveness in its logistics.
V.G.Siddhartha understands that pricing is an important factor in customer purchase decisions in India. Hence, CCD products are priced lower than those of its competitors which enables it capture a greater share in the market. In turn, CCD offers its customers a “café citizen card” which entitles them to 10% discount on