Case Solution & Analysis for Cafe Coffee Day: Brand Transformation through Repositioning by Ashita Aggarwal Sharma, Lulu Raghavan.
Complete Case details are given below :
Case Name : Cafe Coffee Day: Brand Transformation through Repositioning
Authors : Ashita Aggarwal Sharma, Lulu Raghavan
Source : Ivey Publishing
Case ID : 9B16A034 / W16488
Discipline : Marketing
Case Length : 16 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
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.
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