IMPORTANCE OF BRANDING

CASE STUDY: CAFÉ COFFEE DAY

BY.RANJU WARRIERMMCJ SEM: 4ROLL NO. 25

What is branding? Branding is when an idea or image is marketed so that it

is recognized by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. 

Why is it important?  Branding gives birth to the identity of any product.

It helps the product stand in the market despite the presence of a good number of competitors. Branding creates loyalty .

The customers know you because of your brand. 

Case Study: CAFÉ COFFEE DAY (CCD)

 The earlier Café Coffee Day logo a bright red cube with a green stroke above ‘e’ in' Cafe Coffee Day’ which established the emergence of Café culture in India. The font used for ‘Café’ is called SLURRY – the font looks as though the letters have frozen or coagulated (thickened) out of liquid.The current logo includes a dialogue box which highlights the connection between 'coffee' and 'conversations.' This logo also reflects their current tagline, "A lot can happen over coffee”. LANDOUR ASSOCIATES was the company which created the new logo of CCD in 2009.

LOGO

 CCD is the largest division of India's Conglomerate, Amalgamated Bean Coffee Trading Company Ltd.

The first CCD outlet was set up on July 11, 1996, at Brigade Road Bangalore, Karnataka.

Currently they are spread across 26 states and has 1319 outlets in the country.

In Ahmedabad itself CCD has 14 outlets.

Café Coffee Day has been a brand keeping in mind the motto of becoming a social hub for young people—a modern day adda you can call it.

Politics, debates, gossips, anything and everything related to youth has been connected to Café coffee day.

Merchandise always play the best tactics in spreading out the brand.

How did brand CCD gain the fame?

Branding with innovative ideas Highway cafes/ Cafes at petrol pumps: CCD began the

highways cafes and cafes at petrol pumps, it reached the target audience the young or young at heart.

Coffee Day Wake-cup: In 2012, CCD launched its own brand coffee maker Coffee Day Wake-cup (portable coffee machine), targeting the coffee lovers.

Brand voice: It is the owned language created to give voice to CCD. The language is in vogue and connects to the coffee lovers. Where the copy on mugs speak to the tastes “coffee smoother than words”. Even wall graphics at outlets read “great minds drink alike”.

Café Moments: Cafe moments are prepaid cards designed to enable transactions at all the CCD outlets. Customers can top-up their cards with denominations ranging from Rs. 100 to Rs. 5000, for food, beverages and merchandise. They launched these cards in 2011 and are easily available in major outlets.

Media and branding Café Coffee Day launched its first print ad across Delhi, Pune, Bangalore,

Hyderabad, Ahmedabad, Chennai, Mumbai, Kolkata and Cochin on 28th September 2012.

The social media Facebook has 1.2 million fan following for Café coffee day. Along with YouTube as the online broadcast media with almost 2.5 million ad viewers.

They launched the first television campaign that encouraged people to ‘Sit Down’. The catchy 20 second commercial produced by Creative Land Asia showed a bunch of youngsters sitting down and making plans with friends, discussing issues, cribbing about their pocket money and so on. Its broad overarching theme: everything can be resolved once you sit down and make the café your hangout spot.

Thank you!

Remember coffee is always a good idea..!!