Marketing campaign pitch to Hudson's Coffee.
This presentation is for the purposes of academic use and is not to be reproduced in any way.
University of Tasmania 2015
Here at HB consulting we are:
Our team has undertaken an extensive analysis of Hudsons’s Coffee’s current marketing strategy and have specially developed a strategy for you, here is what we have found.
You already know what your strengths are and what you are good at
Brand
visible
Customer focus – fantastic, care about needs and wants
Refelcted in operating hours and tagline “just the way you like it”
This leaves us with the question? How can we harness these strengths to capture value?
However it’s not all good news….
Market position is unclear – HUGE ISSUE – resulting in confusing customers
The rebrand attempted to capture a local coffee shop feel with the convenience and reliability of a chain, this is underdeveloped and you are caught in between the two. The menu item and service process reflects a chain while only the environment reflects a coffee shop.
Less than 1000 followers on twitter and facebook respectively and the content is inconsistent across channels
message is not getting out to customers
Phase 1 Remind
rationale behind this is to re-establishing Hudson’s market position, target consumers and elevate the brand to top of mind in customers evoked set.
Phase 2
Attracting and building relationships with new and current customers and educating them through multiple communication channels increasing preference and wallet share.
We have formulated 4 strategies to elevate Hudsons’s Coffee to the next level.
Our goal -IMC
Focussing your vision
Achieving market differentiation to strengthening your position
Gaining synergy through your communication channels and increasing your online presence
Growing and retaining your customer base
Lets break these down
Return to brand mission of local coffee shop feel with the convenience and reliability of a chain at the moment everything about you is a chain with the visual environment reflecting a coffee shop.
personalised coffee made to order, qualifications and coffee machine information. chef in menu development
to emphasise perceived quality to achieve full serviscape
wanting takeaway coffee and those wanting to dine in and relax
promote reaching out to non-coffee drinkers.
These tools will enable you to re-establish your market position and service more demographics
Promote brand awareness and stand out from competitors by Emphasising your strengths
Australian credibility.
These tools will not only assist with the local coffee shop feel but provide a call to action.
This will keep Hudson’s top of mind in the eyes of the consumer and offer differentiation over competitors.
Phase 2 – educate, build on previous strategy
Synergy and growth of digital platforms
Link to all channels incl print and (tagging etc) – help to build followers
Other platforms relevant to your target demographics. – (Budget)
Boost customer engagement – interaction boosts consumer learning
Foster trust and relationships
convert into increase walk ins/purchases
Cardless transactions , Trial rollout in urban locations
Data will also give you useful metrics for future promotions
The education about your business will support your other promotional activities, increasing preference, wallet share and customer retention.
Hudsons has a strong brand history and well established locations around Australia but lacks an integrated approach to the marketing strategy to fully engage with new and existing customers.
remind, educate and engage customers can increase brand awareness, loyalty and ultimately sales.
Allow our team at HB Consulting to work together with you to achieve these objectives and increase your customer’s satisfaction today!