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Essay Details:
Essay text:
Five-star restaurants were simply too expensive for anyone to afford (The cafe at Taj Land’s End offers Cappuccino at a rate of Rs 225.)
There was a need to bridge this gap and offer affordable coffee to people, along with alternatives, at places which could be seen as locations where people could unwind, chat and discuss ideas at a leisurely pace without being worried about overstaying at the premises.
Cafe Coffeeday or CCD as it is popularly called started a chain of cafes to fulfil this need of the Youth and positioned themselves as a place to relax and de-stress with friends or family.
Segmentation/Targeting/Positioning:
CCD has primarily segmented the market by demographics viz: Age groups of consumers...
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