Cafe Coffee Day – Brand Strategy in India Case Study Contents 1. Introduction 2. CCD – an established brand image in India 3. CCD’s wide network – the anytime‚ anywhere cafe 4. Exhibit 1: Total number of stores/cafes of Café Coffee Day and its competitors 5. 1996 – 2008‚ CCD’s first store launch to building a strong competitive advantage 6. Innovative formats to woo new customers 7. Reinforcing brand image with the cluster approach strategy 8. Company-owned
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Introduction In 1911‚ the German consumer goods company Beiersdorf brought the now virtually universally known skin cream named Nivea onto the market. Nivea has now grown to be the largest skin and beauty care brand in the world‚ selling products in around 200 countries. Nivea Crème was the first true cosmetic moisturiser‚ and is still Nivea’s signature product. However‚ to meet ever-evolving customer needs and to further penetrate the personal care and cosmetics market; it has extended the Nivea
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Background French Connection operates as a multiple specialist fashion retailer‚ competing against the likes of Zara‚ H&M‚ Top Shop‚ Miss Selfridge‚ Next‚ River Island and Warehouse. This industry is highly competitive with numerous international brands fighting in the segment. French Connections’ operations cover several distribution channels‚ from their own retail outlets‚ wholesalers in North America‚ franchises‚ mail order‚ to concession stores in a variety of department stores such as Selfridges
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their favorite beer brand. In fact‚ many of my friends have told me that Yanjing Beer tastes the worst among all they have tried and even though it’s relatively cheap‚ they are not likely to buy it after first try. As you can see‚ among all the brand attributes of beer‚ the price is not a significant concern while taste‚ which can lead to brand value‚ matters much more. Once customers have recognized the nice taste of a certain beer brand‚ probably they are never going to switch brand and all the beer
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Distribution and Communication……………….…………….…..…p18 3.10. Developing trade contacts & Finding suitable transport systems………………p20 Conclusion: Setting up goals in a short‚ medium and long term view …………………..……………p22 Appendix 1: Kapferrer Brand Identity Prism……………………………………………………………………..…………..p24 Appendix 2: Competitors……………………………………………………………………………………….……………………..p26 Appendix 3: Comptoir des Cotonniers in the world…………………………..…………………………………..………p28 Appendix 4: Distributors‚ Fashion Fairs
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K.J.Somaiya Institute of Management Studies and Research Marketing Management Deodorant Market of India - An Overview (Main Brand Studied – Dove) Submitted to: Professor Kiran Sharma Submitted by: Sneha M Zawar PGDM (Communications) Roll no: 60 05 – August – 2012 Contents Overview of Market: 2 Market Statistics: 3 Case Study: Dove 5 History: 5 Origin: 5 Segmentation 5 Target: 6 Positioning : 6 Unique Sellng Proposition : 6 Milestones:
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well. Adidas Corporation is one of the famous marketers of sports apparel and athletic shoes among others. The founder of Adidas‚ Adi Dassler through his own marketing strategy which rests on a favourable brand image‚ has evolved into a large multinational enterprise. In order to keep with the brand image‚ Adidas came out with the distinctive logo and its advertising logo‚ “Impossible is Nothing” and being successful until today. From the marketing perspective‚ there are five major factors that could
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1. What is the brand image and sources of equity for the NIVEA brand? Does it vary across product classes? How would you characterize their brand hierarchy? NIVEA’s brand image comes from providing quality skin care‚ personal care‚ and face care/cosmetic items. Their source of brand equity comes from NIVEA Crème‚ which is their best selling product. The NIVEA brand is best known for care‚ protection‚ mildness‚ reliability‚ simple‚ and pure. Consumers continue to purchase and trust this product based
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More recently researchers have extended the brand concept and argued that the same branding principles can be used to create positive product perceptions of the organization as a whole with targeted groups such as employees‚ communities or environmental groups. This research outcome perfectly describes
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equipment as well as accessories. Horizontally‚ Li Ning categorized its product line as follows: Athletic Pro: advanced sports equipment to both athletics and normal consumers. Urban Sports: fashionable sports and casual wears. Brand Heritage: incorporate brand value with high fashion and technology. Crossover: designed by new edge artists. While vertically‚ the product line was built to be: Running‚ basketball‚ badminton‚ gym and what they defined as “urban light sports”. Under each category
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