2. Overview
• Who we are
• Hudsons coffee; the consumer
• Current marketing strategy
• Issues and problems with current strategy
• Proposed recommendations
• What is in it for you?
3. Collaborations Agency: Who we are
• Established for over ten years
• Clients trust us with their brand equity
• Our team is filled with the best in the business
• Collaborations is known for putting its clients
needs first
4. Hudsons coffee: The consumer
• Time poor, ‘on the go’, business professionals
• Hudsons stores are strategically placed in high
built up areas
• They have the convenience of a chain but the
quality of an independent cafe
5. Current communication tools
• Forms of communication tools include:
– Digital marketing (Facebook & Instagram)
– Promotional advertising ( loyalty program that has
150,000 members, in-store signage/ posters)
– Outdoor advertising (billboards)
– Media relations (Public relations releases)
– Personal selling channels ( exceptional customer service)
6. Current marketing strategy: Market Research
• Market research conducted by Hoyne in 2012
• Results showed:
– Hudsons customer patronage was declining at an
alarming rate
– Customers viewed Hudsons as ‘lack lusture and
generic’ (Melbourne design awards, 2012)
7. Current market strategy: Rebrand & Results
• Hoyne Design rebranded with:
– New packaging
– New logo
– New slogan ‘ a little love, in every drop’
• Melbourne airport was used as pilot store
• ‘After’ market research showed:
– Sales doubled in growth
– Customer Satisfaction rose to 98%
8. Current market strategy: Issues
• Successful rebrand not rolled out Australia
wide
• Little advertising and promotion of the
campaign occurred:
– No public relations release
– Little outdoor advertising
– Insufficient digital media updates
• Current campaign lacks a clear, coherent and
strategic marketing campaign
9. Recommendations
• Roll out the rebrand ‘new look’
nationwide
• Implement a consistent and strategic
advertising campaign that promotes the
new rebrand and slogan... ‘ a little love in
every drop’
• Target coffee drinkers as close to their
purchasing decision as possible
10. How we propose to do this
• The best way to advertise to ‘on the go
professionals’ via:
- Transit press advertising, billboard advertising, transport
station advertising
- Print advertisements in newspapers and in-flight magazines
- Increase in digital marketing (Facebook, Instagram)
• Collaborations Agency to create a Smartphone
App, features to include:
– Access to rewards club/ loyalty program
– Advertisments of promotional offers of food and beverages
– Ordering system ( first of its kind in Australia)
11. What our campaign could achieve
• Creation of the Smartphone APP will put Hudsons
above its competitors
• With a consistent and targeted advertising campaign
• Customer patronage would grow
• The ‘after’ market research results of 98% customer satisfaction
and double sales growth, would be replicated nationwide
• Collaborations Agency believes your vision of
breaking into the international market is
possible
