International Marketing Strategy for CCD

Running head: INTERNATIONAL MARKETING STRATEGY FOR CCD
International marketing strategy for CCD

1INTERNATIONAL MARKETING STRATEGY FOR CCD
Executive summary (ES to provide a thorough overview of the entirety of the report including recommendations)
The main purpose of this paper is to present an international marketing plan for the renowned
coffee brand, Cafe Coffee Day, which comes under the banner of Coffee Day Global Enterprises.
The company is one of the most beloved coffee chains in India, with branches in different parts
of the world. At present, CCD is planning to enter the United Kingdom market. The following
report conducts a detailed analysis of the foreign industry, along with recommendations for
branding and marketing in the new market. Recommendations include changes in product, a
renovation of the product and pricing strategies, a rebranding of the company and calculation of
risks involved, so as to reduce the obstacles involved in international marketing.

2INTERNATIONAL MARKETING STRATEGY FOR CCD
Table of contents
Introduction......................................................................................................................................3
SWOT analysis of CCD...................................................................................................................3
Target market and segmentation and positioning strategy..............................................................6
Product strategy...............................................................................................................................8
Pricing strategies............................................................................................................................10
Distribution strategies....................................................................................................................10
Promotion and branding strategies................................................................................................11
Problem identification and solutions.............................................................................................12
Conclusion and recommendations and timeline............................................................................14
References......................................................................................................................................16

3INTERNATIONAL MARKETING STRATEGY FOR CCD
Introduction
Café Coffee Day, which is often abbreviated as CCD, is owned by the Coffee Day Global
Enterprises and is one of the most well known and beloved coffee brands in a number of Asian
countries, especially in India. The brand has more than 1500 outlets spread out across 28 states in
India. As a matter of fact, the brand also has a presence in countries like Nepal, Malaysia,
Austria and the Czech Republic(Cafecoffeeday.com 2018). For the young generations in India,
Café Coffee Day is probably the largest and most powerful youth aggregator and is well known
for its freshly brewed coffee and tasty snacks and beverages. The company in India largely
focuses on the young, rich generations of India and is now planning to enter the market in the
United Kingdom. In 2008, a survey by Brand Equity showed that Café Coffee Day consisted of
the most established brand image in the food and beverages of India(Cafecoffeeday.com 2018).
The main purpose of this report is to prepare a marketing plan for café coffee day in an
international market, namely the United Kingdom. The paper will undertake a detailed analysis
of the UK market and a competitive analysis to understand the proposed marketing strategy for
café coffee day.
SWOT analysis of CCD
Strengths
 Its reputation as a youth aggregator. In India and in the countries where CCD has
established itself as a front runner in the business, the brand has always been associated
with the younger generation. In other words, it is the ideal place for young people to get
together, relax over a cup of coffee and spend some leisurely time together.