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This document discusses strategies for differentiating a coffee brand in an increasingly competitive market. It proposes focusing marketing communications on the youth market through student promotions, emphasizing coffee origins and quality. Loyalty programs, mobile apps, and social media engagement will be used to build brand loyalty and drive traffic, while brand ambassadors will showcase the company's coffee expertise. The overall objectives are to attract more young customers, increase loyalty, boost off-peak sales, and establish a reputation for high quality yet reasonably priced coffee.
Presentation
- 1. Introduction
- 2. Differentiation Majority of problems stem from differentiation Many similar competitors Emphasis on coffee origin Coffee making technique Communication
- 3. Competitors Starbucks Coffee Republic Hudsons Coffee Local coffee houses
- 4. Repositioning Success in moving into older age demographic
- 5. Youth Market Moving away from coffee chains Product knowledge Independence Price Location Image Establish Legacy
- 6. Communication Strategies On the fly communication Re-emphasise youth market Student promotions Emphasis on origin of coffee
- 7. Communication Tools Phone App Loyalty System Social Media Brand Ambassador
- 8. Application & Loyalty System Real time promotion Local store alerts Loyalty savings Encourage brand loyalty
- 9. Social Media Open Forum Complain response Suggestions Emphasise positive feedback Customer involvement Up to date information In depth product information
- 10. Brand Ambassador Coffee Expert: Lends credibility Increases status e.g. Master Barista Giorgio Milos Emphasis on quality is assured
- 11. Objectives Increase focus on youth market Increase brand loyalty Increase traffic in off peak time windows Establish quality/value reputation