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Cafe Coffee Day: Brand Transformation through Repositioning
By: Ashita Aggarwal Sharma, Lulu Raghavan
Café Coffee Day pioneered retail café culture in India with its entry into the market in 1996. After enjoying success for more than a decade, the brand felt the need to evolve in order to suit…
- Length: 16 page(s)
- Publication Date: Aug 19, 2016
- Discipline: Marketing
- Product #: W16488-PDF-ENG
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Café Coffee Day pioneered retail café culture in India with its entry into the market in 1996. After enjoying success for more than a decade, the brand felt the need to evolve in order to suit consumer preferences and better compete in the market space. The Café Coffee Day management team commissioned a brand image study to better understand consumer perceptions. The results showed that although Café Coffee Day's "regular guy/girl" brand archetype had evolved over time, there was a clear gap between the intended brand identity and the image that was projected. To make the brand relevant to Café Coffee Day's core target group (i.e., young, urban Indian consumers), the company had to make sure that its positioning was relevant and clear, its brand identity was refreshed, and its café experience was well defined and differentiated. Café Coffee Day wanted to identify various positioning platforms through analysis of the company, its competition, and its customers, and then to evaluate these platforms to arrive at an appropriate positioning choice.
Ashita Aggarwal is affiliated with SP Jain Institute of Management & Research. Sulakshana "Lulu" Raghavan is affiliated with Landor Associates.
Learning Objectives
After completion of this case, students will be able to appreciate the need for and importance of re-positioning for brand transformation and sustainability; examine the role of brand legacy and essence in a re-positioning decision; understand the process of generating positioning choices after careful market, brand, and competitor analysis; and evaluate positioning choices and make a sound decision.
Aug 19, 2016
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Accommodations, Beverage industry
Ivey Publishing
W16488-PDF-ENG
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Coffee Wars in India: Café Coffee Day Takes On the Global Brands
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David B. Yoffie
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- Coffee Wars in India: Café Coffee Day Takes On the Global Brands By: David B. Yoffie
- Coffee Wars in India: Café Coffee Day Takes On the Global Brands By: David B. Yoffie and Tanya Bijlani
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A COMPARATIVE STUDY OF CUSTOMER EXPERIENCE IN CAFÉ COFFEE DAY VS BARISTA
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Malavika Hegde, the CEO of well-known retail chain Café Coffee Day (CCD), has made headlines for successfully turning around the business following the devastating death of her husband VG Siddhartha in July 2019. She reduced the firm debt, which was a staggering Rs 7200 crore, to Rs 1731 crore in just three years.
Café Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean. Coffee Trading Company Ltd. It was the first to roll out the coffee bar concept in India. with its first ...
THE CASE OF CAFFE COFFEE DA Y - AN ANALYSIS OF THE FAILED ENTRE PRENEURIAL STRATEGY. NIU International Journal of Human Rights ISSN: 2394 - 0298 Volume 8 (XII), 2021 148. Source: (Business ...
The study is about customer perceptions about customer experience practices of Barista vs. Cafe Coffee Day. The study was conducted in the city of Pune (India) during 01.06.2012 to 15.07.2012.For the purpose of this study Exploratory Research Design is used. Convenience sampling method is adopted for the study.
In this paper, we intend to analyse the existing business model of a firm and comment on its appropriateness for generalisation to the retail sector in India. ... a capacity for about 15 cafes. Today, it is about 2000 cafes. In another five years, it could rise up to 5000 cafes. Cafe Coffee Day today has about 1500 stores in 210 cities in India ...
Well-established coffee shop chains, such as Cafe Coffee Day (CCD) and Barista, enhanced their pan-India presence in the latter part of the review period. In 2010, Cafe Coffee Day and Barista had 970 and 200 stores, respectively, and they aim to continue expanding in the next few years. Meanwhile, several relatively new players, such as Costa ...
V. G. Siddhartha founded the Cafe chain in 1996 when he founded Coffee Day Global, the Coffee Day chain's parent company. The first store opened in Bangalore, Karnataka, on July 11, 1996.
Café Coffee Day pioneered retail café culture in India with its entry into the market in 1996. After enjoying success for more than a decade, the brand felt the need to evolve in order to suit consumer preferences and better compete in the market space. The Café Coffee Day management team commissioned a brand image study to better understand consumer perceptions. The results showed that ...
IJCRT2406693 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org g130 ... MARKETING IN CAFÉ COFFEE DAY 1A Sowjanya, 2P Sai kumar 1Assistant professor, 2MBA CMRIT 1Management of Business administration, 1CMR ... - there no significant change in customer engage marketing in cafe coffee day. H1:- there significant change in ...
The case study describes the emergence of CCD as the leading coffee chain in India, with over 1,400 cafes in India. In early 2013, Starbucks, the world's leading coffee chain company, opened its first 11 outlets in India's metropolitan cities with local giant, Tata, and promises of a national roll out.
Academia.edu is a platform for academics to share research papers. A COMPARATIVE STUDY OF CUSTOMER EXPERIENCE IN CAFÉ COFFEE DAY VS BARISTA ... [email protected] ABSTRACT The study is about customer perceptions about customer experience practices of Barista vs. Cafe Coffee Day. The study was conducted in the city of Pune (India) during 01.06. ...
Café coffee day CAFÉ Café Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day, a Rs. 300 crore ISO 9002 certified company. Coffee Day sources coffee from 5000 acres of coffee estates, the 2nd largest in Asia, that is owned by a
The coffee industry of India is currently one of the biggest and fastest growing sectors in business. The industry consists of a mix of individual cafés, hotel cafés and retail café chains. Tea and coffee are the two most common beverages in India. Found in almost every Indian household coffee has become a part of the Indian culture.
THE CASE OF CAFFE COFFEE DAY - AN ANALYSIS OF THE FAILED ENTREPRENEURIAL STRATEGY NIU International Journal of Human Rights ISSN: 2394 - 0298 Volume 8(XII), 2021 148 IT dept attaches 2,04 ...
JETIREXPLORE - Search Thousands of research papers. ... "Customer's Satisfaction Regarding Cafe Coffee Day ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.h355-h358, May-2023, Available : ...
(Translated by Google) Unreasonably expensive place. There are simply absurd items like pasta for 780 rubles. Infinitely small portions. At the same time, you need to understand that this is not some kind of restaurant, but just a Tre-level cafe with tightly spaced tables, but the room itself is cool. They take a long time to cook.
#6 of 46 Coffee & Tea in Novosibirsk $, Cafe, European, Central European Morskoi ave., 22, Novosibirsk 630090 Russia +7 995 101-12-22 + Add website + Add hours Improve this listing
HOT COFFEE IN A GLASS! When I asked to pour it into my mug, the guy bartender spilled half the mug on the table! So if you want half a mug of disgusting coffee for 650₽ you get a CUP OF COFFEE 🙌🏼😭 and they pour it into a glass 😭 the hodgepodge is disgusting, the meat in it tastes old.
The coffee shop, coffee Academy is a great place to get your caffeine fix. They have a variety of beans to choose from, as well as original cups and tableware. The atmosphere is chill and cozy, making it the perfect spot to study or work.