Case Study On Brand Building

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Lagging behind CCD in the Indian market, Barista has about 200 cafés, Java Green (around 75 cafés) and Mocha (around 25 cafés).

The Indian organized sector has potential for around 5,000 cafés but fewer than 1,000 cafés exist currently.

Paper Boat is mainly in competition with non-branded products.

Thus this is the reason for the brand to decide the price of each and every product wisely.

Keeping their products in school canteen is also in their strategy as their products are considered healthy for children.

Storytelling Approach: What worked very well for Paper Boat on social media was in getting their fans and customers to share their childhood stories and moments on social media. Customer Centricity: Paper Boat primarily focused on their products rather than focusing on the brand philosophy.

This means launching one store every other day which is not surprising from a company which launched a cafe (in 2005) in Vienna, the coffee capital of the world.

CCD also has three cafes in Vienna, and two in Karachi, Pakistan.

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.


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