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Café Coffee Day

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by

Berber Brand

on 28 November 2013

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Transcript of Café Coffee Day

Café Coffee Day
Problem statement
How should Café Coffee Day build on its associations to enable it to differentiate itself in the highly dynamic Indian coffee market that is affected by competitive brands and changing lifestyles of consumers?
Analysis of
CCD case data
Six dimensions of associations:
price
image
attitude
product quality
place
social

Brand Mantra:
‘Experience, Socialize and Enjoy Quality Coffee’.

Core values:
Value-for-money
Social lifestyle coffee experience
Attitude dimension
Image dimension
Social dimension
Café Coffee Day > CCD
Recommendations
Brand elements
>
Marketing Program
Image, attitude, social associations
Group 3
Full transcript