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WHO ARE WE?

• Squibs specialises in providing high-quality marketing communications analysis, strategies and campaigns.

WHY SQUIBS?

• A well educated, experienced and highly capable team. • Commitment to innovative and workable solutions.• Successful track record, backed by a strong research base.• WE WORK WITH YOU!

HUDSONS COFFEE: PROFILETHE PRODUCT• Reliable commuter coffee and café beverage provider• Complementary products also offered (cold beverages, snack

and lunch food)

TARGET MARKET• Primary: Commuting business people• 25-45 years old• Middle-income (moderate discretionary income)• Tertiary-level education• ‘Visual Achievement’ psychographic category

• Secondary: High-school aged children

THE CURRENT MARKETING CAMPAIGN• Sales promotions, eg. Triple chocolate drink

campaign; coffee and food deals.

• Point-of-purchase (POP), eg. In-store signage• Print media, eg. Newspaper and magazine

advertisements

THE CURRENT MARKETING CAMPAIGN

• The Hudsons Rewards Club

• Digital marketing (primarily social media), eg. Hudsons keep cup Instagram competition

ISSUES WITH THE CURRENT CAMPAIGN

• Recent rebranding efforts have tried to reposition the business to compete more effectively with independent coffee houses.– But is this a good strategy for

Hudsons?

• These communication tools have not been well integrated into the larger marketing communications strategy.

• High-intensity competition from both chains and independent retailers.

SO – WHAT DO WE DO?

• ‘Fast coffee’ will be the main growth area in Australia in coming years.

• Keep the current target market – it is a growth area with great potential!

HOW CAN WE HELP YOU?

• The challenge: communicate with the target market in a way that capitalises on this growth area.

• IMC Strategy: Integrate marketing communications to convey the values of quality coffee and service, while retaining efficiency and consistency.

HOW DO YOU IMPLEMENT THIS? WHAT MEDIA TO USE?

• Broadcast media– Radio – reminders

and promotions – TV – brand

recognition• Print media– Newspapers,

magazines

HOW DO YOU IMPLEMENT THIS? WHAT MEDIA TO USE?

• Digital marketing– Social media – continuous interaction and for

promotions– Website

HOW DO YOU IMPLEMENT THIS? WHAT MEDIA VEHICLES?

• Public relations – builds two-way customer relationships and gives credibility

• Sponsorship marketing – builds community support (will assist in competition against independents)

• Environmentally friendly expectations must be met

• Interactive campaigns (these need to be regular and timely)

THANK YOU • FURTHER INFORMATION– Please don’t hesitate to contact your dedicated team

member, marketing consultant Nina Barnett.– Ph. 0404 040 404– Email. nbarnett@squibs.com– Or visit our website for more information on what we do,

our consultants and previous campaigns – www.squibs.com.au

• All images coutesy of the Hudsons website and Facebook pages: http://www.hudsonscoffee.com.au/ https://www.facebook.com/HudsonsCoffee/timeline