Consumers insights are very essential for any marketer as it could be the next great positioning/ad theme or a great tag line. and these ideas come from customers,supplier or even the competitors. For valuable consumer insights companies conduct FGD's(focus group discussion) or talk to the customer. Most of the time it is a qualitative research conducted where consumers talk and express their emotions and these emotions form essential inputs to the marketer.
Cafe Coffee day which turns 13 this year is all set to reposition itself with new product offering and new store formats ?? now the big question is why is coffee day re-positioning ???
As rightly said by Harish bijoor a brand is repositioned for two main reasons fatigue and competition
Fatigue, when the brand has been for long in the market, it looks and feels jaded. Its this tipping point of fatigue that jolts brands to consider a re-positioning or re-branding exercise.
Competition : It is the ever-changing format in which brands live and thrive .Most brands are able to remain contemporary,relevant,original and innovative enough to fight competition.
Considering the case of coffee day which has been long here in the QSR(Quick serve restaurant) format and the intense competition from new format stores has propelled for a re-branding exercise.The new theme "Hunger mood" has its origins from valuable insight from customer, that customers have varied hunger desires or moods throughout the day.It has designed its new menu according to the customers appetite, If you are in a mood to have a light snack then they have Choco muffin, samosa and if you are in a diet mood then they have a different offering and if you are in an indulgence mood then they have offerings(new) like panneer Tikka sandwich. The menu is also region specific catering to the taste buds of that region. so next time you visit coffee day dont be surprised to see Chicken Chettinad Surprise,Andhra Chicken Puff,Mirchi Masala Chatka in the menu, It has brought in many new Indian snacks into its menu, this move could be to make coffee day more accessible and not confining to just few customers.
This campaign is launched at the right time as the brand has been here for long and has its own sets of loyal customers, with this new look and offerings the customer would be delighted and would stick for long. With coffee day planning to go global it needs a new fresh look which should appeal to the global audience hence
As a part of this re-branding exercise even the design and interiors will get a new look as the brand aims to go global it has got a new design which isn't limited to a geography boundary. The Hunger mood campaign has activated my taste buds :)just cant wait to taste the spicy exotic panneer tikka while sipping my all time favorite 'frappe'..
