1135 Words5 Pages
Cafe Coffee Day – Brand Strategy in India

Case Study Contents

1. Introduction 2. CCD – an established brand image in India 3. CCD’s wide network – the anytime, anywhere cafe 4. Exhibit 1: Total number of stores/cafes of Café Coffee Day and its competitors 5. 1996 – 2008, CCD’s first store launch to building a strong competitive advantage 6. Innovative formats to woo new customers 7. Reinforcing brand image with the cluster approach strategy 8. Company-owned stores instead of franchises to not dilute brand value 9. Lower pricing and ‘no-segmentation’ approach 10. From a largely south Indian retail chain to a national brand 11. Co-branding 12. Reinvigorating the brand and taking it to
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CCD plans to take the total number of cafes to 1,000 by March 2010 and double it to 2,000 by 2014. In October 2009, CCD announced that it will increase its international presence from the current six outlets in Vienna and Pakistan to a total of 50 stores across Europe and Middle East in two years time. • International coffee chains in India – Recent entrants in the Indian market include Gloria Jeans, Coffee Bean & Tea Leaf and Illy Café. • Operating Formats – Café Coffee Day operates in both regular (Coffee Day Square) and premium formats (Lounge). • Highway Cafes: In 2004, CCD began cafes on highways. By 2009, the total number of Café Coffee Day highway cafes rose to 30 owing to the overwhelming response it received from travellers. • CCD’s new brand identity: In October 2009, CCD unveiled a new brand logo, a Dialogue Box, to weave the concept of ‘Power of Dialogue’. In accordance with this new brand identity, CCD planned to give all its existing outlets a new look by the end of 2009. Cafés would be redesigned to suit different environments such as book, music garden and cyber cafes suitable for corporate offices, university campus or neighborhood. The change plan included new smart menu, furniture design, among

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