Brand Association- CCD
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Brand Associations - Café Coffee Day
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Transcript of Brand Association- CCD
Brand Associations - Café Coffee Day
Research Methodology
35 SAMPLE
SIZE
25-30 minutesAvg Time
per Interview
In Depth Interviews –
PAQ’S
Location – CCD Outlets
70% Students &30% Young
working crowd
Delhi & Coimbatore
Challenges
Access CensoringVerbalization Validation
Include at least oneobject-projective
• Use real stimuli when practicable
• Probe for relevant situations
Assure confidentialtreatment of
responses
• Relationship Stories
Use established scalesto elicit emotional
associations
Types Of Brand Associations
Favorability of Brand Associations
Strength of Brand Associations
Uniqueness of Brand Associations
Attributes
Benefits
Attitudes
Non- Product Related
Product – Related
Functional
Experiential
Symbolic
Price
Packaging
User Imagery
Usage Imagery
The Keller ModelNon- Product Related
Price
Types Of Brand Associations
Favorability of Brand Associations
Strength of Brand Associations
Uniqueness of Brand Associations
Attributes
Benefits
Attitudes
Non- Product Related
Product – Related
Functional
Experiential
Symbolic
Price
Packaging
User Imagery
Usage Imagery
The Keller Model
Packaging
User Imagery
Usage Imagery
Non- Product Related
Trend to drink coffee in CCD(60%)
Hangout Place with friends or someone special
CCD is for everyday coffee lovers(64%)
A typical CCDian is a student or a businessman belonging to the upper middle class/middle
class
Price
53 % feels that entire setup of CCD excites them
Cost effective as compared to its competitors
Types Of Brand Associations
Favorability of Brand Associations
Strength of Brand Associations
Uniqueness of Brand Associations
Attributes
Benefits
Attitudes
Non- Product Related
Product – Related
Functional
Experiential
Symbolic
Price
Packaging
User Imagery
Usage Imagery
The Keller Model
Product – Related
Satisfaction with the coffee
Types Of Brand Associations
Favorability of Brand Associations
Strength of Brand Associations
Uniqueness of Brand Associations
Attributes
Benefits
Attitudes
Non- Product Related
Product – Related
Functional
Experiential
Symbolic
Price
Packaging
User Imagery
Usage Imagery
The Keller Model
Benefits
Functional
Experiential
Symbolic
70 % trust the quality of CCD offerings
Comfortable Atmosphere with good service
Happy mood after relaxing Western Style atmosphere
Types Of Brand Associations
Favorability of Brand Associations
Strength of Brand Associations
Uniqueness of Brand Associations
Attributes
Benefits
Attitudes
Non- Product Related
Product – Related
Functional
Experiential
Symbolic
Price
Packaging
User Imagery
Usage Imagery
The Keller Model
Attitudes
LOYALTY
S I T U A T I O N A L ……………..…
Types Of Brand Associations
Favorability of Brand Associations
Strength of Brand Associations
Uniqueness of Brand Associations
Attributes
Benefits
Attitudes
Non- Product Related
Product – Related
Functional
Experiential
Symbolic
Price
Packaging
User Imagery
Usage Imagery
The Keller Model
Brewing Conversations
Hangout Zone- for the youth
Quiet place to think & work
For the Indian people
Bright Red Color
Favorability of Brand Associations
Types Of Brand Associations
Favorability of Brand Associations
Strength of Brand Associations
Uniqueness of Brand Associations
Attributes
Benefits
Attitudes
Non- Product Related
Product – Related
Functional
Experiential
Symbolic
Price
Packaging
User Imagery
Usage Imagery
The Keller Model
Privacy & Reliability
Peaceful time
To satisfy the
Coffee Craze
Reasonably- Priced
Nostalgic Moments
Good Service
and Ambience
Strength of Brand Associations
Types Of Brand Associations
Favorability of Brand Associations
Strength of Brand Associations
Uniqueness of Brand Associations
Attributes
Benefits
Attitudes
Non- Product Related
Product – Related
Functional
Experiential
Symbolic
Price
Packaging
User Imagery
Usage Imagery
The Keller Model
Next Door Cafe
Relatively Priced Lower
Memories
Uniqueness of Brand Associations
“ A lot can happen over Coffee!!! ”
“My first date with my brother was at a CCD, where he told me for the first time about my
BHABHI ! ”
“My boyfriend and I were in the same group of friends and we used to go
everywhere together, this was the first place where we came alone and he started
to get feelings for me.”
“This is me and my best friend’s ADDA, and we have been coming here since we knew
how to bunk school ;) .”
“I started working just an year back and there’s a CCD in my office
campus and whenever i drink coffee there, I always get reminded of the
CCD of my college and my group and how we used to hangout there
always.”
“After our college got over, my roomies and I didn’t get time to catch up, and now after a
year we are meeting here, at a CCD.”
“ My colleagues told me a shocking secret about my boss .”
Brand Association
s of….
International Touch
Coffee Lovers
Super Thursday
s
Hazelnut Coffee
Customers Names
on the coffee cup
A Place for
Loners
Aroma of coffee beans
Status Symbol
STRATEGY
• A separate meeting zone for professionals
• Wi-fi
• Mobile App including many features
• Improving associations with other Apps
• NPD like Kullad
tea/Coffee
• Mr Cuppy Says…
• Photo Station with Mr Cuppy
To Hangout & create
Memories
Using Indian touch as an advantage
A quiet place to relax and to conduct meetings
Distribution Strength and reaching TG
Meet Mr. Cuppy !
MR. CUPPY says“Good days start with
COFFEE & YOU”
