Case Study On Brand Building

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“CCD today has become the largest youth aggregator, and from a marketing stand point, the success has come by focusing on the 3As: Accessibility, Affordability and Acceptability.”– Bidisha Nagaraj, the Marketing president of Cafe Coffee Day “Although demographically, a typical consumer would be male or female between 15-29 years of age, belonging to middle or upper middle class, we call our consumers young or young at heart.

We are about juke boxes, good and affordable coffee and food. So we often look out for brands that are aspirational in nature.” – Sudipta Sen Gupta, Marketing head, Café Coffee Day.

Most of the ingredients used are naturally found spices and condiments which have differentiated it from other brands in the soft drink segment.

Its sweet and salty flavor has helped the brand reach to the heart of the diabetic capital of the world.

Choosing best place for their products is the top most among strategy of the company.

They have tied-up with Indigo airlines to sell their products on-board.

Paper Boat’s beautifully utilized social media for sharing stories with its fan following.

The platforms Facebook, Twitter, Instagram and You Tube mainly use content to interact with the customers.

The content story moves all around its brand philosophy, “Life still is Beautiful”.

Product: Paper Boat created an enjoyable moment with its unique blend of ‘Drinks and Memories’.


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