Top Banner
CONNECTING TO CUSTOMERS DIRECTLY
19
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Coffee Day Vending

CONNECTING TO CUSTOMERS DIRECTLY

Page 2: Coffee Day Vending

• Beverages ‘ON THE GO’• Pioneers of the Bean2cup

machine• Market Leaders

Quick Serves

Page 3: Coffee Day Vending

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

Page 4: Coffee Day Vending

• Corporates• Petrol pumps• Malls • Schools • Colleges • Hospitals • Cinemas • Restaurants • Airport lounges • Railway stations

Ubiquitous Presence

Page 5: Coffee Day Vending

• IT• BPOs• Banking & Financial • Manufacturing• Services• Media

Corporate Mix

Page 6: Coffee Day Vending

Key Corporate Clients

Page 7: Coffee Day Vending

• 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

Page 8: Coffee Day Vending

• 22– 45 yr old professionals• Highly qualified• SEC A, B • Media savvy• High disposable income

Target Audience

Page 9: Coffee Day Vending

• 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

Page 10: Coffee Day Vending

Media Vehicles

Page 11: Coffee Day Vending

• 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

Page 12: Coffee Day Vending

• Promotion of the brand per se• A new product being launched• Announcement of a consumer offer• Response driven mechanism

Cup Branding

Page 13: Coffee Day Vending

• 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

Page 14: Coffee Day Vending

• Leaflets can be placed near the machine• Can be distributed by our operators in some of

the key accounts• Lead Generation• Response driven

Leaflets

Page 15: Coffee Day Vending

• Free samples can be placed near the machine• New products/variants could be tested

– Let customers experience product directly

Sampling

Page 16: Coffee Day Vending

Previous Engagements

Page 17: Coffee Day Vending

• 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

Page 18: Coffee Day Vending

• 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

Page 19: Coffee Day Vending

Thank You!