Need:
Urban India has changed drastically since the 1980s.
Coffee was traditionally served only in South Indian Udipi restaurants or the expensive five star hotels. The typical restaurants that served hot coffee did not offer a variety of alternatives nor were they seen as places where people could unwind and chat over coffee. Five-star restaurants were simply too expensive for anyone to afford (The cafe at Taj Land’s End offers Cappuccino at a rate of Rs 225.)
There was a need to bridge this gap and offer affordable coffee to people, along with alternatives, at places which could be seen as locations where people could unwind, chat and discuss ideas at a leisurely pace without being worried about overstaying at the premises.
Cafe Coffeeday or CCD as it is popularly called started a chain of cafes to fulfil this need of the Youth and positioned themselves as a place to relax and de-stress with friends or family.
Segmentation/Targeting/Positioning:
CCD has primarily......

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Title: Cafe Coffeeday - Brand Analysis
Approximate Word Count: 1371
Approximate Pages: 6 (250 words per double-spaced page)

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