Jennifer balinski nicholas winters
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Jennifer Balinski & Nicholas Winters. Market Overview. Economy Solid (as it relates to this market) 25 universities and colleges in London 64 new offices currently under construction construction almost up to pre-recession levels Technology It’s all technology based

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Jennifer Balinski & Nicholas Winters

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Jennifer balinski nicholas winters

Jennifer Balinski & Nicholas Winters


Market overview

Market Overview

  • Economy

    • Solid (as it relates to this market)

    • 25 universities and colleges in London

    • 64 new offices currently under construction

      • construction almost up to pre-recession levels

  • Technology

    • It’s all technology based

    • Customization

    • Time-saving

    • No need for human interaction

    • Made the same way every time: dependable/consistent

  • The cultural milieu

    • They embrace technology

    • Progressive people

    • Tea time


Competition

Competition


Market growth potential

Market Growth Potential

  • Parent company: SnackTime

    • The biggest vending machine company in the UK

  • One of the fastest growing companies in the UK

  • Previously-mentioned construction levels

  • Costa Coffee (owns Costa Express): +500 locations in UK in 5 years

  • Overall Business of Vending Machines

    • UK Coffee Leader Summit 2013: 5% vending machines

    • Full service coffee shops: 93%

  • Tea: long-term decline

    • BUT  75% of tea drinkers think tea is part of being British


Marketplace battleground

Marketplace Battleground

  • Marketing mix in the business category

    • AdWords

    • Trade magazines

    • Gimmicks and viral videos

      • Ex:// DouweEgberts facial recoginition yawn vending machine

    • B2B Public Relations

      • Consumers then choose what’s there because company purchased it and it’s right there

    • NOT a lot of commercials

    • Advertise by BEING there (depend on you seeing the image on the machine)


Marketplace battleground1

Marketplace Battleground

  • What sets Simply Drinks apart

    • One of the first into the market

    • Strong and experienced parent company

      • Financially set

    • Rent, lease, or buy

    • Well-known client base

    • Great staff training and customer service

      • Customer service pay linked to how well your machine performs

    • Don’t need brick and mortar stores

      • can expand anywhere there’s electricity

      • carts

  • Category life cycle stage: growth


Target audience

Target Audience

  • University students and young professionals (18-30 yrs)

  • Average UK work wk: 43.6 hrs

  • More accepting of technology v. interaction

  • On the go: Convenience

  • Non-gender specific

  • -⅔ of UK users are effected by convenient location

  • -⅓ base choice on brand-- “transumers”

  • 22% of UK consumers value fair trade when making purchasing decisions

  • Price: affordable

    • only willing to pay more if they taste a definite difference


Target audience1

Target Audience

  • Coffee Consumption

    • 800,000 British adults visit a coffee shop at least 4x/wk

    • 80% of UK’s adult population drinks coffee

    • 40% of 18-24 year olds are drinking coffee each day (2011)

      • 14% of college students drink more than 3 cups/day


Target audience2

Target Audience

  • Media Consumption

    • social networking: 23% of ALL UK-users time online

    • television: 35% of daily media consumption for UK users 18-30

    • Media multi-tasking: 35% of all media consumed throughout the day TOTAL

    • Among 16-24s, 52%+ of media activity is simultaneous-Not “just” TV

  • 800 thousand commuters use the tube per day


Communication objectives

Communication Objectives

  • •Communication strategy

    • Position Simply Drinks as the number one consumer choice for out-of-home machine coffee purchases

    • Influence consumers to make Simply Drinks part of their daily work routine

    • Defeat perceptions of “old” vending machine problems


Communication objectives1

Communication objectives

  • Big idea

    • Your day doesn’t stop--why should you?

    • The kick you need to keep going

    • Redefine your daily grind

  • Brand image

    • Timely

    • Convenient

    • Quality

    • Making your day easier


Marketing mix

Marketing Mix

  • Public Relations

    • Social Media

    • Events

    • SEO & AdWords

  • Advertising

    • Tube advertising: print

    • App


Content events

Content-Events

  • Taste the difference event

    • Combats low-quality taste and service perceptions

    • Teaches users to interact with the machines

    • Promotes: we’re on your way/we are where you are

  • Vote for your university or work area

    • outside of T stations

    • High-traffic areas (lobbies of large office buildings)

  • Utilize social media

    • Locations

      • 10 locations throughout London

      • Second half: Vote for which one stays


Content social media

Content-social media

  • Better use of Facebook account

    • Charity work

    • Hold conversations

  • Create Twitter account

  • Engage Twitter-users using existing #dailygrind

    • Continue participating in other relevant conversations

  • Use to address customer service

  • Coffee facts

  • Alert consumers when a machine is down, and the closest alternative

  • “Polls”

    • Where to expand

    • What brands/products/flavors to partner with/provide


Content app

CONtent-App

  • Use for payment

    • Chip and pin

    • Credit card

    • Debit card

    • PayPal and credit card pre-set (much like Uber)

    • RFID (tap—like T pass)

  • Coupons, special offers, use to track purchases

  • “Route-based” messages

    • Store Finder

    • Traffic updates/Tube delays


Content tube ads

CONTENT-TUBE ADS

  • -# kilometers to center of London, # meters to hot coffee, Address of stop

  • “Redefine your daily grind”

    • easy visual ad

    • stacks of paper on desk (could be office or university)


Sources

Sources

  • http://www.growthbusiness.co.uk/research/features/1654783/the-top-50-rising-stars-of-2011.thtml

  • http://www.dailymail.co.uk/news/article-98342/Britons-working-48-hours-week.html

  • http://www.simplydrinks.co.uk/index.aspx

  • http://www.kafevendingmachines.co.uk/?gclid=CI7gjZisg78CFevpwgodoBcAzg

  • http://www.expressvending.co.uk

  • https://learn.bu.edu/bbcswebdav/pid-2404572-dt-content-rid-8008976_1/courses/14sum1comcm738sa1/Coffee%20Shops%20UK-%20Executive%20Summary.pd

  • http://www.coffeeatwork.uk.com/

  • http://www.costa.co.uk/business/costa-express/

  • http://academic.mintel.com.ezproxy.bu.edu/display/701138/?highlight


Sources1

Sources

  • http://academic.mintel.com.ezproxy.bu.edu/display/700166/

  • http://academic.mintel.com.ezproxy.bu.edu/display/701138/?highlight

  • http://www.fruitionlondon.com/uncategorized/uk-coffee-leader-summit-2013/

  • http://www.studylondon.ac.uk/universities?ref=carousel

  • http://wearesocial.net/blog/2010/08/uks-media-consumption-habits/

  • http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr10/uk/

  • http://londontransportdata.wordpress.com

  • http://www.ft.com/intl/cms/s/16ff9edc-e026-11e3-b709-00144feabdc0,Authorised=false.html?_i_location=http%3A%2F%2Fwww.ft.com%2Fcms%2Fs%2F0%2F16ff9edc-e026-11e3-b709-00144feabdc0.html%3Fsiteedition%3Dintl&siteedition=intl&_i_referer=

  • http://urbantimes.co/2013/04/a-coffee-a-day-charting-the-uks-growing-addiction/

  • http://www.adweek.com/news/advertising-branding/brands-find-link-between-viral-videos-and-vending-machines-151648

  • http://www.teaandcoffee.net/


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