Exploring Brand Associations in the Indian Context: Cafe Coffee Day Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

India has conventionally been a tea consumption country. The association of the youth culture and coffee consumption opened up thrilling paths for the cafe market that before being used have lower priced offerings from udupi (small restaurants) cafes. Sensorial experience was vital to a cafe brand. Cafe Coffee Day had a dramatic lead when it comes to initiating the cafes in India. With brands such as Barista Lavazza, Gloria Jean's Coffees, and the Au Bon Pain in the fray, the confrontation for Cafe Coffee Day was to reinforce its strategic brand relatives, taking numerous factors into consideration. In groups such as beverages, brands have to construct themselves besides offering good aspects and advantages on both representational and hedonic allure.

With cafes being connected with the urban children, as they are a logical outcome of aspects, benefits, symbolism, and hedonism the challenge for brands will be to ensure strong brand associations. With competitive brands of cafes offering quality of java would be a differentiator, Cafe Coffee Day needed to establish itself on brand organizations that would nurture its associations and give it a sustainable edge over the competitors. Such an approach proposes a couple of challenging questions: How should the brand differentiate itself from its competitors? How was the brand perceived by dedicated consumers of the commodity? How might the brand extend the unique relations and converse these to its consumers? The case study highlights the significance of brand organizations in changing lifestyles of consumers and a dynamic atmosphere that is affected by aggressive brands.

PUBLICATION DATE: February 01, 2013 PRODUCT #: IMB407-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING