You are on page 1of 9

Exploring the Brand Associations in the Indian Context: Cafe Coffee Day

Submitted To: Mr. B.S. Nayyar

Submitted By: (Group-8) Siddhartha Kohli Srinivas Amara Swati Aggarwal Mayank Chandna

(221142) (221148) (221155) (221179)

THE THREE KINDS OF ASSOCIATIONS SPELL OUT THEIR DIFFERENT RESULTS WHICH IS EVIDENT FROM THE KIND OF RESPONSES THEY HAVE RECORDED.

Analysis
The coffee brands have created a significant amount of awareness amoung the youth which is depicted by their responses in the survey. There are different parameters like the quality of the product, ambience, price, place ,the overall user experience etc rated by the respondents. Respondents from all the three exhibits agree that the brands are high in terms of associating it with the following:High Response: Place for the young and highly inspirational customers Hangout with their formal and informal friends It has the lasting effect on customer Quality Product

However, there is a high association with the quality and ambience of the coffee place but still brands as a product are not able to associate themselves with consumer.

Analysis
However, there is a high association with the quality and ambience of the coffee place but still brands as a product are not able to associate themselves with consumer. Medium Association: Brand makes one feel proud Consuming these brands of coffee makes one feel refreshed and energized One feels westernized while drinking the coffee associated with this brand of coffee Brands guarantee satisfaction

Analysis
Medium to Lower Association
Customers not loyal to the brand agrees with the quality and ambience but they

think the product is overrated. Also they have rated the price parameter low whereas price in CCD is comparatively lower than others.

Other Observations
The authenticity of the color has been given an average rating by the set of

respondents where as a high rating has been given by the loyal customers of CCD. People loyal to CCD find it as an ideal place to hangout with their friends and have given them a high rating. The coffee lovers loyal to Barista Lavassa have given the same an average rating.

Consensus Map
There are variations in the associations with the three kinds of respondents but they all are almost on the same page for the following points:

Place for the young and highly inspirational customers Hangout with their formal and informal friends New life style: place to hangout, reminds them time they spend with their friends, good ambience- interiors, lighting, dcor, etc creates excitement Quality Product Lasting effect

We can say that brands are able to create a awareness, new life style and unique ambience but when it comes to brand association they is still a lot of work to be done.

Inference from consensus maps


The consumers in general visit a coffee shop to hangout with their friends and unwind themselves to have a nice overall experience. The coffee which is served well by the companies gives an up market feeling to the consumers. Some even feel westernized by the whole experience. The ambience and the rest of the surroundings at a coffee shop also forms a crucial part of the customer's decision making process to visit or not to visit the same place again. Office-goers and students go to a cafe to relax and spend hours on coffee and snacks. This explains the changing lifestyles, growing disposable incomes, increasing urbanization and a high frequency of get-togethers becoming a part of the lifestyle of countrys youth.

Recommended Strategies- Brand Association


Awareness: Price of CCD is comparatively low but still respondents

think it as an expensive brand and product is not priced competitively, therefore there needs to be create awareness among people
Emotional touch: since it is an Indian brand it can connect to Indian

through emotions. Indian taste palette like samosa to Italian pasta.


A lot of space in store is used for promotions, it can be reduced Pricing: CCD has a edge over the others because of its distribution

network, it can work on pricing to target those sector that thinks its an expensive brand.

Recommended Strategies- Brand Association


Customer relation- Maintain customer database, feedback system,

wishes or offers on special days like birthdays, anniversary.


Concept of CCDians/ togetherness: projecting a feeling of togetherness,

since it has presence in larger sector, it needs to show an image of togetherness through CCD
Focus Affordability, Accessibility, Acceptability, Aspirational. Promoting its existing ventures: music cafe, book cafe, Highway cafes,

lounge cafe

You might also like