ARAVINDAN

2127011

EXPLORING BRAND ASSOCIATIONS IN THE INDIAN CONTEXT:

CAFÉ COFFEE DAY

The Key Decision Maker:

Ramesh Kumar is the key decision maker in this case. He is an experienced teacher of market
related subjects. He is interested in studying Indian marketing context.

Problem Statement:

How should CCD strengthen its strategic brand associations, taking several considerations
into account for strengthening Brand Equity?

Causes of the Problem:

 Increasing competition

 Increase in Café culture popularity

 Urbanization

 Brand associations formed an important part of the pre-consumption, consumption,

and post consumption sensorial experience.

Criteria for Evaluation Alternatives

 Brand Equity

 More number of loyal customers

Alternatives

1. Reposition the brand using cues related to associations to improve brand recall.
 2. Improve the experience inside the café for enhancing experimental memory of
customers

3. Make your marketing mix more affordable, accessible, and acceptable.

Analysis of Alternatives

Decision

I would suggest that CCD should go with the 1st alternative that is repositioning using
associations in the cues.