The Cafe Coffee Day. Business & Marketing Case Study

Cafe Coffee Day
Student’s Name
Institutional Affiliation
Cafe Coffee Day
The triggers that caused Cafe Coffee Day (CCD) to consider brand rejuvenation include lack of clear brand association and positioning strategies that would enable it to differentiate itself from competition. Initially, the brand did not have a clear focus since it aimed at offering premium coffee yet at the same time it reduced the prices and wanted to satisfy a wide category of consumers. According to Landor Associates, the main strength of CCD brand is that it presented its coffee as more than just a beverage or product. Furthermore, its cafes introduced a new brand logo inform of a dialogue box that promotes communication and socialization. The limitation is that CCD used to target the age group of 30 years and above yet its competitors focused on the young generation. Second CCD was yet to develop its main brand image due to lack of a specific target market.
The CCD b...