killian peddell- hudsons presentation
TRANSCRIPT
Hudsons Coffee
“A little love in every drop”
• State of the art marketing firm with a proven history
• Primary focus is on YOU, the customer
• Agent: Killian Peddell
• Previous successful campaigns:
Costa Coffee, I was made for loving you;
New Zealand Road Safety, Legend;
RSPCA, Pets are not toys
HOBH International – About Us
• Positioning: Missing out on a large portion of market share, young people leaning towards local coffee houses
• Consistency throughout marketing campaign:
Mantra, ‘A little love in every drop’ is not
consistent with current standard of service
and service offering
• Competitors are Starbucks, Gloria Jeans and
local coffee houses
Problems in current marketing strategy
• Training programs for baristas and front of house staff
• Objective to improve standard of coffee and give customer service within Hudsons a competitive advantage
• These improvements are a form of
relationship marketing, creating a new
experience for the customer and building
brand loyalty
Solution 1
• Brand awareness campaign:
- Creative marketing strategies through a series of short videos upload to social media. Eg, a timeline of a coffee plant to cup
- New videos showing how Hudsons
Coffee has changed its primary service
offering and customer service for the
better
Solution 2
• Increase customer base and retaining existing customers
- Attract a younger demographic through social media campaigns
- Attract the elderly demographic through social media, in store promotions, print media and radio
- Improve food menu to maintain
relationships with elderly and
non-coffee drinkers
Solution 3
• Over 150,000 members in Hudsons rewards club
• Use the email addresses to send promotional materials to clients, ie. Bring in a friend for a free coffee
• Social media revamp, running social media ‘sharing’ campaigns to build brand awareness
• In-store and outside of the store
promotions to attract foot traffic
• Newspaper and radio ads
Integrated Communication Strategy
