Threat of a "me too" perception: a case of Café Coffee Day

Author: Agrawal, Richa

Source: The Marketing Review, Volume 9, Number 3, August 2009 , pp. 251-271(21)

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Abstract:

Café Coffee Day (CCD), India's largest organised retail café chain, had done a great job of creating a distinct brand identity and communicating it successfully to its TG. In a three-pronged approach adopted by the company, CCD had revamped its logo, altered the look 'n' feel of its cafés and created a unique brand positioning to win customers over time. CCD in its new "avatar" was targeted at the young or the young at heart and was promoted as an every day hang-out that was essentially about good coffee and affordable fun.

The case provides a vivid narration of the journey of CCD since its inception in 1996 and illustrates all significant events therein. Besides this, the case describes the beginnings of café culture in India, the changing café consumption habits of urban Indians, and the spread of café culture beyond the metros and into the tier I, II and III cities. All major recent events in the Indian café industry, such as the growth of new café chains in the country, the entry of multinational companies in the market, changing consumer tastes and preferences, and changing market dynamics etc. are also showcased. Finally, the problem of competing brands offering an increasingly similar café experience and the threat of a "me too" perception are highlighted. Readers are required to assess the impact of all recent events on the specialist coffee chains and suggest alternative strategies to help ensure distinctiveness and growth for CCD in future.

Keywords: CAFE CHAIN; CAFE MARKET IN INDIA; CAFE COFFEE DAY; ABCTCL; BRAND POSITIONING; BUILDING DISTINCT BRAND IDENTITY; SPECIALIST COFFEE CHAIN

Document Type: Research article

DOI: http://dx.doi.org/10.1362/146934709X467811

Publication date: 2009-08-01

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