Cafe Coffee Day: Brand Transformation through Repositioning
商品編號：9B16A034
出版日期：2016/08/19
再版日期：2016/08/19
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：branding;positioning;services;coffee culture;first-mover advantage;Maslow's triangle;brand perception;customer archetypes
難易度：5 - MBA/Postgraduate
內容長度：16 頁
地域：India
產業：Accommodation &; Food Services;
事件年度：2008
Cafe Coffee Day pioneered retail cafe culture in India with its entry into the market in 1996. After enjoying success for more than a decade, the brand felt the need to evolve in order to suit consumer preferences and better compete in the market space. The Cafe Coffee Day management team commissioned a brand image study to better understand consumer perceptions. The results showed that although Cafe Coffee Day's “regular guy/girl” brand archetype had evolved over time, there was a clear gap between the intended brand identity and the image that was projected. To make the brand relevant to Cafe Coffee Day’s core target group (i.e., young, urban Indian consumers), the company had to make sure that its positioning was relevant and clear, its brand identity was refreshed, and its cafe experience was well defined and differentiated. Cafe Coffee Day wanted to identify various positioning platforms through analysis of the company, its competition, and its customers, and then to evaluate these platforms to arrive at an appropriate positioning choice.
教學手冊：8B16A034;
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