What strategies is Café Coffee Day undertaking for brand positioning?
Alok Gupta (AG): Café Coffee Day is the pioneer in coffee retail in India. It is a social hub that can be defined as a friendly and stylish hangout. Café Coffee Day from time to time undertakes promotional activities and alliances to keep up to its brand promise of being ‘fun’ and ‘free spirited’. We are also very innovative and are constantly evolving and bringing forth offerings with respect to our menu. NM: CCD has recently changed its logo, what was the reason behind the same? What difference does the company foresee with this change? AG: Café Coffee Day has unveiled its strategy to strengthen its leadership position with an all new brand identity that in syncs with its vision to be the most friendly and stylish social hub for the free spirited to get together and have a dialogue over a cup of coffee. Entirely developed from in-depth dialogue with customers, coffee lovers and stakeholders, the new change entails an all new ‘smart’ menu, changes in furniture design and placement, ne
