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Jennifer Balinski & Nicholas Winters

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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  1. Jennifer Balinski & Nicholas Winters

  2. 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

  3. Competition

  4. 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

  5. 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)

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. Marketing Mix • Public Relations • Social Media • Events • SEO & AdWords • Advertising • Tube advertising: print • App

  13. 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

  14. 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

  15. 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

  16. 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)

  17. 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

  18. 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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