Ree ae CCU rau EL Café Coffee Day ~ It’s all about being a hangout joint and about conversations. The brand Café Coffee Day has remarkably achieved its objective of reaching the minds of the target segment effortlessly. The tagline that determines Café Coffee Day positioning goes thus: “A lot can happen over coffee”. The Target Group Right from its inception Café Coffee Day has tar- geted the youth and the young executives who can perceive the place beyond the image of a coffee shop. Café Coffee Day has become a hangout and a meeting point not just to have coffee but sit relaxed and chat or meet for hours on end. The store constantly innovates to appeal to the youth with its offering of pastries, brownies and sandwiches too in addition to its variety of coffee, The Bluetooth connectivity in the premises of the store enables customers to communicate, receive menu details and even order over the mes- saging service. Café Coffee Day reinvented its brand elements recently to sport a new and reju- venated look in its attempt to become India’s favourite coffee shop for the young and young at heart. CCD - A Popular Acronym It is worthy to note that the youth refer to Café Coffee Day with the acronym CCD. It has becomeers to refer easy for the target segment of customers to refs wo ther preferred coffee joint as CCD within peer groups. The Brand Logo CCD rolled out its new brand identity to identify itself more closely with its target customers. The strong purple brand image has always been identified with the Café Coffee Day logo. The ear- lier logo was a square one —a red box with white letters. The accent on the French word, café (above the letter e) was signified by a green leat To signify and reiterate that the brand is about conversations the logo underwent a change recently. The purple colour elements have been retained in the house colours though, the red bo, has transformed into the shape of @ quotation. vividly talking about conversations. The position, ing platform ‘A lot can happen over coffee’ hay been maintained constantly to drive home the point that the store is a hangout. New logo and branding Service in Café Coffee Day Many CCD outlets in India offer table service along with self-service over the counter. Every customer is allowed to sit in peace and have coffee for any length of time without anyone bothering the cus- tomer for anything. At the same time fast service is provided on demand by the customer. The courte- ous and well-trained staffs at CCD provide the best of service. Lounge Café Coffee Day CCD lounge is a premium outlet where people can sit in a swankier ambience and have coffee. The lounge offers the discerning customers the choicest of brews and a wide range of new cocktail recipes made by CCD’s special brew masters, in a concept coined as ‘mixology’. Overall, the CCD lounge is a premium outlet where the customers sit back, relax and not only enjoy every sip of coffee but also order that second round triggered by the desire to spend more time in the lounge. The brand architecture of Café Coffee Day is thus built on the robust platform of customer experience with 2 planned retail brand strategy delivered consistently in terms of the best possible service.1 “ | QUESTIONS FOR DISCUSSION 1. Write about the retail store brand positioning of 3. What are the elements of the retail store brand Café Coffee Day. architecture of CCD? Discuss. 2. Discuss the recent new retail store Brand Identity Programme rolled out by CCD and its significance.