GROUP - 8

VISHWA | DEBRAJ | SAKSHI | PARTH | ANUPAMA | MALAY | SOURABH

CAFÉ COFFEE DAY

Young Older customer Management

BRAND IMAGE • Happy and • Lively; allows • Holds place of

vibrant one to relive pride in CCD
• Creates a the youth experience
desire to
participate

BRAND • Youthful • Caring • Goal oriented

PERSONALITY • Girl/guy next • Friendly • Fun loving
door (Third • Warm
Place) • happy
• Lively
1
DIFFERENTIATION:
• Initially: differentiator was their young, energized environment for all age group.
RELEVANCE:
• Later: youth could still relate to the theme but due to lack of up gradation they
became very niche.
PERCEPTION:
• CCD is perceived as a coffee shop but later it’s USP was neither coffee nor they
were known for their innovative ambience.
AWARNESS AND CONSUMER EXPERIENCE:
• Unable to trigger the consumer experience and provide them with a new USP to
connect with.
2
UNIVERSE OF BRAND PERFORMANCE

• Low Brand Strength • These brands have become

But High Potential
• Built some energy &
relevance But Known to
relatively small audience
Strength
irresistible.
• They have greatest potential
to create future value.

Niche/Momentum Leadership

• Low Brand Strength • Struggle to overcome what

& Low Potential consumer already know
• Known to general
population

New/ Unfocused Eroding/ Declining

stature 4
CONCLUSION

1. Need to change the brand Identity

- To strengthen the stature as per BAV model CCD have been upgrading
their stores in to lounge ambience to attract customer otherwise thy will patronise its
competitors.