Aarambh RMS Management PDF

Preview

Summary

Strategy...

Description

The Scavengers - Reputation Management of Cafe Coffee Day

Submied by : Team Aarambh 26/02/2022

Reputation Management of Cafe Coffee Day : Let’s list out all strategies implemented by CCD in real life : > Corporate Debt Restructuring by Malvika bajaj, the wife of Late V G Siddharth. > Board of Directors were reshuffled - new directors were appointed and old ones were let go. > Selling off the IT arm of Coffee Day Enterprises Ltd. Strategies which can be adopted by CCD : > Apologise: This makes the brand look human and acceptable. Admit to the mistake ; first of all. Public statements, from the official social media handles of the brand and a press conference. > Get everyone on board : Talk to the customers, shareholders, employees and announce that a restructuring strategy is under way. > The name of the game is image management : Organise activities to boost the brand’s image: 1) Have free of cost coffee distributed in Colleges and Theatres. Get feedback about quality of coffee from the customers Get video testimonials from the customers 2) Get the brand to sponsor major events , which are viewed by its core demographic 3) Get the “benefits of having a Coffee in CCD” campaign ; stressing about how coffee is a social adhesive. MAJOR Strategy - Celebrity Cool Campaign - Share a Coffee 1) Get the top 5 most followed Indian celebrities on board from Entertainment and sports industries - They have a crazy fan following and are worshipped akin to deities. 2) Have them in concerts, public appearances and events like inauguration - get all of them on board and promoting CCD 3) They have to dish out pre packaged CCD beverages to audience members who they think are “cool” and “hip”.

4) The beverage boles will be signed by the celebrity and will have a unique code on the back. 5) Audience members to send the code via SMS. 5 lucky winners will get a one-on-one meeting with the celebrity wherein they interact with the celebrity over a cup of coffee - For 2 hours each individually. 6) All celebrities to retweet / share / spread photos, videos, reels and other media of the concerts, signed beverage boles, meetings and events. 7) This will lead to the brand being observed as hip , cool and trendy once again. 8) Then, we CCD can launch a special edition drink with each celebrity’s photo name and face along with the 5 winners each. These boles will make those 5 common citizens even more famous !

The extra word of mouth campaign will provide the necessary gumption to get CCD back on track....