Java House and Youth Market Repositioning

Java House, once seen as an elite coffee hub, aimed to reposition its brand to attract a younger, more price-sensitive demographic. It introduced Java Express outlets with simpler menus and lower price points. Digital loyalty programs were rolled out through mobile apps, targeting campus students and young professionals. Social media was heavily used, featuring humorous local content and influencer collaborations. While footfall increased, brand dilution became a concern among its older clientele. Some flagship locations saw revenue dips. Java now faces the challenge of balancing exclusivity with mass appeal.

REQUIRED:

1. Analyze the risks and benefits of repositioning a premium brand for a youth market.
2. How can Java House segment and target without alienating its traditional customers?
3. What metrics should Java use to evaluate the success of Java Express outlets?
4. Discuss the potential long-term brand equity impacts of discount-driven campaigns.