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Brands & Branding and Private Labels Case Study

Case Title:

Café Coffee Day (CCD) – An Indian Starbucks in the Making?

Publication Year : 2010

Authors: M Rao, D Arora and A Syed

Industry: Retailing

Region:India

Case Code: BBP0121IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Cafe Coffee Day (CCD), which pioneered coffee retailing in India in 1996, is trying to expand its market along with existing players like Barista, Java Green and Mocha and foreign players like Starbucks, Costa Coffee, Illycaffe, etc, trying to enter the Indian market. It is looking at countering competition by expanding its business through new outlets, experimenting with different formats and on ground promotional activities. Aggressive growth has its own set of challenges, especially when the competition consists of big brands that have been in the business for decades and have deep pockets to sustain their growth plans. In such a scenario, will CCD be the Indian answer to the Starbucks of the world?

Pedagogical Objectives:

  • To the prevailing coffee retail scenario in India.
  • To importance of brand positioning and target customer segmentation.
  • To how innovation and reinvention played an important role in the success of CCD.

Keywords :  Cafe Coffee Day (CCD), Barista, Starbucks, Coffee retail cafe's, Speciality retailing, Amalgamated Bean Coffee Trading Company, VG Siddhartha, Mocha, Value chain of retail coffee, Brand positioning, Target customer, Co-branding, Strategies of coffee retail players

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