Nescafe presentation neo marketing (3215)
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Transcript of Nescafe presentation neo marketing (3215)
A Presentationeomarketing
Rise&Grind
Nescafe’ Experiential Activation
Neo Marketing retains the rights to all material contained in this presentation and in any presenta-tion made in competition with, or in isolation from any other agency, in the event of our presenta-tion being unsuccessful.
No part of any proposal submitted may be used by any third party or the client without prior written approval from Neo Marketing or any one of the Neo Marketing owned companies
Intellectual Property
Nestle Kenya are looking to revamp the sampling activities and see how they can use this platform to generate sales
Neo Marketing has been tasked to come up with an end to end Experiential Market-ing and Communication Services including Sampling, Promotions and Events Man-agement
Scope of activation is Nairobi for a period of 12months
Brief
eomarketingeomarketing
Nescafe offers a wide variety of coffees that fit the key consumer need states Nescafe coffees can be depended on for satisfying consumer expectations of taste and quality
Create awareness for the various Nescafe SKU’sin the marketREPOSITION Nescafe as the convenient Brand of choice to stimulate alertness, whenever needed, throughout the day. To ensure Nescafe is top of mind
Introduction
Objectives
eomarketing
Age 21 and over
Has disposable incomeIs a coffee lover
Creative individuals who always remember to do a Coffee refill whenever they out Shopping
An early riser or late worker(manage their own time) thus needs a good dose of coffee to boost their day
Target Audience
eomarketing
Nescafe is a premium brand retailing at a premium price and as such turns some customers off from purchase
It faces stiff competition in the market from other coffee manufacturers as well as brewers e.g. artcafe and Nairobi Java House
Challenges
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Key InsightsI read about the health benefits of coffee and stuff but all I know is A rose by any other name would not smell as sweet as coffee in the morning
My life begins with a cup of Coffee
My friends and their friend more often than usual Lounge and have a constructive convo while coffee cupping.
Stuff like blog,update their online profiles, crack a ware or upload a video or something on they lil’ funky gadgets.
These smart guys also remind you to make a cup of coffee as you wait for the new Operating Sytem to finish innitialising.......Downloading 20%....15 minutes remaining.
eomarketing
WHO THE HELL MOVED
MY COFFEE?
InWOLVERINE
enough of the whatever coffee, let me break bread with you guys on my Nescafe’,
If its that time of the month and cant count enough to share between Soap and Coffee, I can intuitively tell how many Scoops are left and wont forget to refill the tin with a satchet or two.
Good breakfast is cool and all but sometimes all I need is a bubbling creamy cup of Nescafe with one sugar and am ready to roll.
They offer these long satchets in hotels and offices that always find themselves in my hand bag when repacking. My bad! Somehow nobody minds... you’ll find new ones there later.
eomarketing
CafeOur Intervention
Pop up cafe lounge
eomarketing
We aim to reignite Cool and chill in Kenya and stimulate the appreciation of Coffee and Obviously Nescafe’
The Coffee drinking market has been there... it only has to be reminded nothings better than Nescafe’ as we intiate new recruits.
Spilt Beans
eomarketing
eomarketing
eomarketing
Cafe Nescafe’ is a distinctive emotional atmosphere that is sensed intuitively amongst a pair or group of people
Nescafe always has a conversation around it whether face to face, while reading or on social media
Neo Marketing will position this feeling to Nescafe customers as creating a ‘Cool vibrant vibe’
Leverage on the ‘good vibe’ to create a roving experience that will in turn form a coffee drinking culture
Strategy
eomarketing
Touch PointsStreet ActivationsEventsCampus ActivationsMalls
eomarketing
Inorder to excite customers, we will have strategically positioned street activations aimed at consumer sampling
We will position our highly visual Nescafe sampling cart on selected round-abouts
The sampling cart will be roving and as such will be positioned on a different high traffic round about on different days
Street Activations
eomarketing
Inorder to excite customers, we will have strategically positioned street activations aimed at consumer samplingWe will position our highly visual Nescafe sampling cart on selected round-aboutsThe sampling cart will be roving and as such will be positioned on a different high traffic round about on different days
eomarketing
Our edgy looking champions will entice customers to step in and experience Nescafe’
The air will smell of that tantalizing coffee aroma and elaborate branding will set the mood as well as enhance visibility
The wifi password request page which is the campaigns landing page will bear Nescafe’s Products and their price ranges
Free Wifi will allow customers to work or vibe with their friends
We will have a secret Nescafe password that will only be issued out to paying customers
Idle seating will not be allowed
Mechanics
eomarketing
Cafe
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We will have a highly visual experiential zone that will be replicated in all our touch points
A 100 seater spider tent will be pimped out with carpet, lounge seats, coffee sacks and free wifi so as to give customers the perfect ambiance to feed off of their Nescafe Vibe
Our edgy looking champions will usher customers into the lounge area how-ever the catch will be that customers must have a mug of Nescafe brewed coffee in order to use the space
Concept (Events, Campus, Malls)
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Client Service Account ManagerOperations Team Project ManagerTeam Leader Campus ActivationsTeamTeam Leader Mall ActivationsTeamTeam Leader Street ActivationsTeam
Project Management Structure
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Report Content
Sales VolumeStock LevelMarket highlightsFeedback
Daily WeeklyMonthlyQuarterly
Frequency
Daily - Sent via Mail and on the client portalWeekly, Monthly and End of project – Presentation to Wiko
Report Presentation
The insights will be used to generate recommendations and action points for specific period
Re
po
rts
eomarketing
A Presentationeomarketing
Nescafe’ Experiential Activation
Presented by:Judy Wanja071 094 [email protected]