Cafe Coffee Day plans a spruce up

Cafe Coffee Day (CCD) has commissioned leading international brand consultant Landor to reinvigorate its brand and take it to the next level. Says CCD marketing president Bidisha Nagaraj: “Come October-November, only the brand name and logo saying ‘A lot can happen over coffee’ will remain the same. Everything else, including the ambience, look and feel inside the cafes, will be different. The focus will be on projecting a feeling of togetherness and celebration, something which our brand-architecture study identified as our core values. The togetherness could be friendship, romance or even an office meeting in an informal environment.” CCD is also tapping new segments of the market. Adds Ms Nagaraj: “We will no longer just be proving the plain vanilla concept of a coffee cafe while growing from 520 outlets at the beginning of this financial year to 900 by the end of the fiscal. Some 100 of our cafes will be providing a different kind of experience during the afternoons when the footfalls are comparatively less. We are tying up with publishers for organising book launches on our premises, with authors reading excerpts and signing autographs. Books could also be sold and we could even have a Cafe Coffee Day pick of the month. We are also looking at having movie festivals in the afternoons after discussions with producers.”

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