coffee day beverage brand alliances
TRANSCRIPT
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CONNECTING TO CUSTOMERS DIRECTLY
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• Beverages ‘ON THE GO’• Pioneers of the Bean2cup
machine• Market Leaders
Quick Serves
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Reach
• In all major cities across the country with 10000+ vending machines
• Tier 1 & Tier 2 cities in
• Karnataka• Tamilnadu• Kerala
• Andhra Pradesh• Maharashtra • Goa• Gujarat
• West Bengal
• Punjab• NCR• Rajasthan• Madhya
Pradesh
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• Corporates• Petrol pumps• Malls • Schools • Colleges • Hospitals • Cinemas • Restaurants • Airport lounges • Railway stations
Ubiquitous Presence
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• IT• BPOs• Banking & Financial • Manufacturing• Services• Media
Corporate Mix
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Key Corporate Clients
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• One to One contact• Undivided attention seekers• Compulsory viewing
– Personalized
• High Stickiness• Relevant Reach • Uninterrupted OTS
– Least opportunity of consumers to switch communication.
• Captive Audience– No attention diverters– Relaxed frame of mind
• Open to engaging with the communication• Uncluttered and consistent presence• Unique creative/ innovative concepts.
The Offering
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• 22– 45 yr old professionals• Highly qualified• SEC A, B • Media savvy• High disposable income
Target Audience
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• Well defined Target audience
• Reach out to them in their workplace
• Target audience in a very receptive mood– Relaxed during coffee breaks
– With colleagues (key reference groups)
– Tendency for them to hang around in the pantry/facilities area and chitchat there!
• An opportunity to convert a typical mass media campaign to a 360 degree communication endeavor
• Uncluttered and consistent presence in highly innovative manner
Benefits of CD Beverages in your Activation/ Media plan
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Media Vehicles
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• Novel way of reaching out to the Target audience.
• A consumer takes 4/5 minutes to have a cup of coffee
• Exposed to your message at least twice a day
• High brand recall
Cup Branding
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• Promotion of the brand per se• A new product being launched• Announcement of a consumer offer• Response driven mechanism
Cup Branding
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• Distinctive shapes may be given to attract the attention
• Displayed on the face of the machine
• Highly visible medium– Cannot go unnoticed since the
key pad (containing all the menu options) is just below it
Tent Cards on Machine
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• Leaflets can be placed near the machine• Can be distributed by our operators in some of
the key accounts• Lead Generation• Response driven
Leaflets
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• Free samples can be placed near the machine• New products/variants could be tested
– Let customers experience product directly
Sampling
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Previous Engagements
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• Target Audience – Bachelors in software companies who suffer from
paucity of time & are looking for ready to eat products
• Promotion mechanics– Offered a 25% off on KOI & Aashirvaad. – Free home delivery on calling a certain number
• Media vehicles – Tent cards – Cup branding
ITC Kitchens of India & Aashirvaad
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• Product– Fairever Zero pimple control cream.
• Target Audience– BPO professionals of Hyderabad who are prone to pimples and are looking for
fairness options. • Hyderabad is the largest market for fairness creams
• Objective – Generate awareness about this new variant. – Test market the product in Hyderabad
• Media vehicles – Tent cards– Branding space on the cup – Leaflets – Sampling exercise and – Contest to generate interest
Cavincare Fairever
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Thank You!