NABOB Respect the Bean
|
|
- Myra Ray
- 6 years ago
- Views:
Transcription
1 NABOB Respect the Bean Analysis Giselle Boada Kathryn Faubert Integrated Brand Communications, BMK 812 February 24, 2015
2 Since 1896, Nabob has been keeping coffee about coffee. Unfortunately everyone else hasn t. That s why we decided to travel to Colombia. We visited local coffee growers to show them the current state of coffee. To prove that when it comes to coffee we all need to Respect The Bean. (Recognized host in IMC) Situation Analysis The campaign launched across Canada in April, 2014 (Haynes) where Kraft worked with creative agency Ogilvy & Mather, arriving at Respect the Bean. Their idea was a simple solution for building a coffee brand, where the campaign is centred on mocking modern coffee culture, going against coffee pretension, and celebrating the simplicity of a pure cup of coffee, the beans and the farmers who harvest them. The campaign takes aim at what is considered coffee in today s society and reaffirming Nabob as a heritage brand and one that is close to its roots. Problem Statement The coffee industry where demand is high, competition is invariably high too with new players, products and brands constantly entering the industry. For a brewing coffee product like Nabob, its competitors in the retail space have been names like Maxwell House, Folgers, Nescafe. But within recent years, brands that customers have come to know on their daily commute like Starbucks, Tim Horton s, McCafe, are also entering the retail space and the competition is intensifying. (See Appendix) Marketing Objectives Nabob s marketing objective for the campaign is to return to strong growth rates, improve brand image, and grow share of the retail coffee (WARC). The Nabob campaign is a continuation of Kraft s CMO Tony Matta s vision for the company to create magnetic brands (Kotm) and be part of culturally relevant moments; to be iconic and known in the coffee segment as a premium roast and ground coffee brand in Canada. Page 2 of 10
3 Communication Objectives Nabob provides customers with the idea that a simple cup of great tasting coffee is enough- it s about substance over style- and to look at what coffee is being passed on in today s coffee culture. Nabob assures our customers will enjoy good, authentic, quality in every brewed coffee cup. Target Audience The Nabob customers are coffee drinkers that value substance over style. Nabob is the ideal brand for those who identity with being a coffee purist. Nabob coffee is brewed at home, when customers drink coffee in the morning before starting their day, when they get back home after a long day or any time in between. The campaign targets those customers that are passionate about their coffee being authentic and pure. Some customers agreed with Kraft's point of view; taking a stand against what culture is perceiving how coffee should be where adding more to the cup is better. The whole concept and tagline Respect the Bean emphasizes that less is more and it resonated with many to go against the norm cultural zeitgeist and be rebel-like to think that coffee should just be about coffee. What they Think: Coffee is a part of my everyday routine, where it is not pretentious, but more real and authentic. What they Feel: They enjoy the taste, aroma, and warmth of the coffee being in a space that they are comfortable (home). They appreciate that coffee alone is enough and does not need any added fixture to enhance the flavour. How they Behave: They don t have to stand amongst those that order the customized elaborate coffees to show that they are coffee drinkers, but instead know that valuing the brew of a well picked coffee bean makes all the difference than the image of them walking around with a white coffee cup. Strategic Thinking and Consumer Analysis Tony Matta, Kraft s CMO, wants the company to capitalize on finding the untapped emotional and cultural associations with some of its brands. From his start in June 2012, Matta wanted to start treating some of the brands at Kraft like the icons they could be (Kotm) and the dedication to build the Nabob brand was because of its potential to regain a built-in connection in consumer s minds. Page 3 of 10
4 Nabob is moving away from a traditional target demographic and instead targeting consumers who believe substance should always triumph style (Haynes). Nabob is following the rising consumer trend toward simplicity, the taste of a preferred dark roast coffee (where many coffee chains have taken note like Tim Horton s Dark Roast coffee launch) and those that are considered coffee lovers to note that coffee should just be about coffee without being pretentious or fake. The campaign hopes to bring coffee drinkers who may be already consuming these coffee concoctions to question if what they are drinking has coffee at all. The campaign also addresses another underlying trend of health consciousness in North America since coffee alone is said to be good for your health (in small reasonable doses no less) without all the added cream, sugar, and syrups that some coffee houses offer. According to a Saeco survey performed in August 2014, 92% of coffee drinkers make their own brew at home on a regular basis (Wright). This is good news for the Nabob brand that may capture these customers, but this change in consumer behavior brings new rivals in an already competitive category of coffee home brews. The price of coffee beans is up 55% on global markets in 2014 and nearly 70% of younger Canadians ages 18 to 34 have mentioned cost savings as the main reason to make their own cup of coffee (Wright). The benefit of choosing a home brewed coffee product is addressing price sensitive consumers who may want to save money than buy a $5.00 coffee on a daily basis. The consumer insight from the campaign is capturing their initial reaction when they see a simple cup of brewed coffee mocking coffee giants like Starbucks (with their iconic white cup) and getting them to think twice of the ratio of coffee to other added fixtures when making a coffee purchase. The campaign does a great job to get the customer to question the coffee culture. Since the mid '90 s, Nabob has seen sales volume and share declines due to a lack of relevance, point of differentiation and increasing competition in the Canadian coffee market. As the coffee category was being revitalized by a vibrant new café culture of higher quality coffee, increased variety and flavours and blends, new coffee customers were also seeking better quality coffee with more variety, energy, and interest. Coffee customers did not perceive Nabob to be premium. The brand had lost that differentiation and consumers perceived Nabob Coffee as dated and my mom s coffee (WARC). Nabob s new positioning in the market is its emphasis of relevancy, quality and heritage in hopes of differentiating itself amongst other brands and consumers perception of the brand. The campaign is created to build the Nabob brand that can have a deep meaning with customers that can pull not just push the product and tap into a cultural point of view. Page 4 of 10
5 Brand Positioning The campaign does not address more benefits for Nabob coffee, but instead clearly communicates who they are not. Nabob repositions its competition to further their own position in the market through mocking cultural trends in the coffee industry. For Nabob, it s about simple pure coffee. What we are not is about pretentious coffee. (Brown) Communication and Media Strategy All throughout the campaign and on different digital media platforms, the same tagline is communicated throughout each medium, making the message clear, easy to understand and easy to follow (Refer to Appendix). The agency used several digital mediums to communicate the message first such as YouTube, Twitter, and a microsite. YouTube: Colombian Farmers Documentary Micro site: #RespectTheBean Creative Discussion The creative agency, Ogilvy & Mather, went to Colombia for a few weeks and immersed themselves with local authentic coffee culture and communicated directly with coffee farmers capturing as much footage for a documentary style campaign. It was a conscious choice where they wanted to get closer to the farmers bringing the authenticity and credibility of the main message. The campaign centers around the importance of the coffee bean and substance over style. Placing the importance of the coffee bean, and its farmers who harvest them has been continued from Nabob s previous campaign that brought to light Nabob s sustainability position. The tone of communication is cheeky, mocking other competitors, and addressing a target audience that is perceived to be coffee lovers. With a young host traveling around the coffee fields, it takes the customers on a journey to where it all starts, going back to the source. Customers can trust that Nabob is a brand who understands the origin of its coffee, its heritage and will never stray from that. The concept is simple and clear, transparent and also maintaining a sense of responsibility. Page 5 of 10
6 Execution Elements Discussion The campaign launched in April, 2014 and since then has enjoyed strong engagement levels with its consumers (Brown). The initial launch video was featured on YouTube and has almost 900,000 views a farmer spitting out a fancy coffee in disgust, while another farmer says it smells like s***. From there, the agency was able to evolve the campaign mocking other recognizable yearly coffee offerings. For example, one other video shows the now familiar host (young man featured demonstrating the different coffee arrangements to the Colombian coffee farmers) offering a red cup of coffee, with whipped cream and a candy cane given during the holiday season. The farmer is not interested mentioning it s like they re more interested in the decoration than the coffee in the cup (Brown). Another common example is the pumpkin spice latte craze in North America, the same host carries around the farm a pumpkin mentioning that they extract pumpkin to put in the coffee. The campaign started online in order to grab customer s attention with the blunt delivery and mockery. Once the conversation started, it drew attention to more videos on their YouTube channel, comments on Nabob s twitter feed. The campaign will include some online and digital pieces that will feature longer two- and four-minute videos, social media, as well as traditional print, out of home advertising and more TV. Aside from the videos, Nabob s campaign featured out-of-home, social and other indirect digital efforts including its first-ever sponsored stories on Buzzfeed. In August, the article 18 Sugary-Sweet Coffee Trends That Must Be Stopped staying relevant to their audience and in September, 14 Reasons People Who Drink Black Coffee Are Happier tying in their message of respecting the bean (Brown). Controls and Metrics Nabob s Respect the Bean campaign generated 1,700 followers on Twitter because it created conversation and challenged customers views making them question their stance on coffee and if their affiliation with it was pure. The campaign also generated than 870,000 views on YouTube. The campaign made the total Nabob penetration by one point higher than last year, and as a result Nabob have decided to continue the campaign into next year (Haynes). The campaign will also include some seasonal elements and will run for the remainder of the year. This will also mark the brand s advertising return to the Quebec market in May 2014, when it launches a push in that province, where it s been inactive from a marketing sense for the past 10 years (Brown). Expanding the campaign to cover the Quebec market is key because according to the Coffee Association of Canada, coffee drinkers in this province are 71% of daily coffee drinkers (Ng). Page 6 of 10
7 Budget Estimate Not found. Appendix The current brewed coffee category is highly competitive and it is important for the Nabob brand to be differentiated amongst so many others. In this current retailer, Nabob is positioned as premium because it is beside illy, another premium brand. Coffee companies are offering their instant and ground coffee outside their own brick-andmortar locations. Competitors like Starbucks, Tim Horton s have a shelf space dedicated to some of their popular brews in retail spaces. One of the more recent competitors is McDonald s McCafe, where they have launched with full end-aisle displays at grocery stores. Page 7 of 10
8 Nabob Respect the Bean Print Ads: Similar creative imagery with different taglines allows the customer to easily recognize the campaign. The concept is communicated clearly at the bottom of both print ads. The idea of simplicity is apparent with the use of a coffee bean as the impactful image and nothing else. Nabob Respect the Bean Microsite: There are other social media platforms that are all tied in with the campaign and are easily accessible for customers to interact and explore. The message strategy is communicated on the main site and extends to Nabob s microsite for the campaign. The videos take the customer on a journey where they can see how the local farmers react to coffee trends in North America. The microsite also has mini documentaries of the lives of some coffee growers keeping it real and authentic. Page 8 of 10
9 Nabob Respect the Bean YouTube Channel: The YouTube channel is an extension from the microsite and another medium where customers can view all featured commercials and mini documentaries. Nabob Respect the Bean Twitter Profile: Twitter allows customers to engage with the brand and vice versa. With relevant hashtags such as #RespectTheBean, it is easy to follow the conversations relating to the campaign and see the consumer s point of view. Page 9 of 10
10 Works Cited Haynes, Megan. "Nabob Mocks the Fixings."» Strategy. N.p., 17 Apr Web. 07 Feb Kotm, Josh. "Krafting Icons."» Strategy. N.p., 16 Dec Web. 14 Feb Bitti, Mary Teresa. "For Coffee Purveyors, 'fair Trade' Is No Longer a Differentiator." Financial Post. N.p., 4 Aug Web. 10 Feb Brown, David. "Kraft's Simple Solution for Building a Coffee Brand." Kraft's Simple Solution for Building a Coffee Brand. N.p., 27 Nov Web. 13 Feb Nabob Coffee Postcards. ARF Ogilvy Awards 2009: 1-6. WARC. Web. 14 Feb Wright, Lisa. "McDonald s CEO Buzzing over the Launch of His Home Brew Toronto Star." Thestar.com. N.p., 1 Oct Web. 18 Feb Ng, Lisa. "Coffee Consumption in Canada." Van Houtte. N.p., 18 Apr Web. 20 Feb Page 10 of 10
INFLUENCER GENERATED CONTENT
INFLUENCER GENERATED CONTENT COFFEE BRANDS BENCHMARK REPORT RTD & Cold Brew Coffee Will Continue To Generate Buzz in 2018 In 2017, 62% of Americans reported drinking coffee on a daily basis, up from 5%
More informationCOMMUNICATIONS PLAN. October 26, 2016 Marcus Tuttle
COMMUNICATIONS PLAN October 26, 2016 Marcus Tuttle Table of Contents SITUATION ANALYSIS... 1 RESEARCH... 2 TARGET AUDIENCES... 3 GOALS... 4 OBJECTIVES... 4 STRATEGIES & TACTICS... 5 KEY MESSAGES... 7 EVALUATION...
More informationU.S. Retail Coffee. Joe Stanziano Senior Vice President and General Manager, Coffee
U.S. Retail Coffee Joe Stanziano Senior Vice President and General Manager, Coffee 1 Our Coffee Vision Build BELOVED COFFEE BRANDS that ignite the senses and inspire passions every day. OUR STRATEGIC PRIORITIES
More informationCafé de Colombia: Evolving with the emerging consumption trends
Café de Colombia: Evolving with the emerging consumption trends Luis Fernando Samper Guatemala - February 2009 Copyright FNC 2009 Today Colombia is one of the most well-known origins for coffee. It wasn
More informationCASE STUDY: HOW STARBUCKS BREWS LOGISTICS SUCCESS
CASE STUDY: HOW STARBUCKS BREWS LOGISTICS SUCCESS We love to put order in your chaos. Morai Logistics Inc. is a 3rd party logistics provider with an operating agency agreement representing Mode Transportation.
More informationYour local dairy checkoff is working for you
RETURN ON INVESTMENT EDUCATION BUILDING DEMAND Your local dairy checkoff is working for you FLUID MILK MILK ALTERNATIVES Dairy MAX is developing a milk alternatives initiative to educate the public on
More informationFairtrade Month May 2018
Fairtrade Month May 201 A guide to resources for businesses index Campaign concept Campaign messaging Logo and slogan Personalized emails Web and blog content and banners Videos Social media content and
More informationMarket and Promote Local Food
Market and Promote Local Food Starting Point: Ongoing Goals Increase foodservice sales by marketing local food on campus Promote the college and foodservice provider s commitment to local food In November
More informationPRISM AWARDS BEST USE OF AN EVENT TO BUILD OR CHANGE REPUTATION THE BOTANIST: THE FORAGER 2.0 THE FRIDAY STREET CLUB OPENING STATEMENT
PRISM AWARDS BEST USE OF AN EVENT TO BUILD OR CHANGE REPUTATION THE BOTANIST: THE FORAGER 2.0 THE FRIDAY STREET CLUB OPENING STATEMENT Three years after launching the super-premium gin brand, The Botanist,
More informationCATEGORY INSIGHT REPORT
20 17 CATEGORY INSIGHT REPORT A NEW DAY IN BREAKFAST A host of reasons show that the breakfast category is primed for clear growth and product exploration. A major opportunity in the space: Consumers as
More informationDrinks Sector Guide. The global alcoholic drinks market grew by 3.3% in 2014 to reach a value of $1,152,011.1 million.
Drinks Sector Guide Drinks Sector Guide The global alcoholic drinks market grew by 3.3% in 2014 to reach a value of $1,152,011.1 million. Beer, cider and FABs is the largest segment of the global alcoholic
More informationCATEGORY INSIGHT REPORT
20 17 CATEGORY INSIGHT REPORT A Coffee Closeup Part 1: Who, When and Why Coffee, it s an American tradition. With 62% of Americans saying they enjoyed a daily cup, coffee continues to dominate the beverage
More informationTAKECRAFTBACK BREWERS TOOLKIT
TAKECRAFTBACK BREWERS TOOLKIT WHY TAKE CRAFT BACK? Welcome to Take Craft Back where we re doing just that! Turning the beer business upside down, again(!), promoting and protecting America s small and
More informationALCOHOL & CONSUMER DRINKING TRENDS MARCH 2017
ocation Insights Into Consumer Drinking Trends (AND WHERE) ALCOHOL & CONSUMER DRINKING TRENDS MARCH 2017 Location Insights Into Consumer Drinking Trends hink wine snobs are steadfast in their tastes or
More informationFair Trade C E R T I F I E D
Fair Trade C E R T I F I E D Every Purchase Matters. Apparel & Home Goods Program What is Fair Trade? Safe Working Conditions Guarantee of safe factory working conditions Advancement of People Direct mechanism
More informationReport Brochure UK WINE RETAIL TRENDS December REPORT PRICE GBP 1,500 EUR 2,100 USD 2,400 AUD 3,300 3 Report Credits
Report Brochure UK WINE RETAIL TRENDS 2015 December 2015 REPORT PRICE GBP 1,500 EUR 2,100 USD 2,400 AUD 3,300 3 Report Credits Wine Intelligence 2015 1 Report price Report price: GBP 1,500 EUR 2,100 USD
More informationPartnership Opportunities for Private Liquor Retail Stores in BC
Partnership Opportunities for Private Liquor Retail Stores in BC 2 What is the BC Ale Trail? The BC Ale Trail is a marketing campaign showcasing British Columbia as a global destination for tourists and
More informationThe British Pub What Does the Future Hold?
The British Pub What Does the Future Hold? Outline What will the pub landscape look like in five or ten years time? Will the 'traditional' pub be able to hold its own? What will be the impact of growth
More informationYAKIMA VALLEY TOURISM ANNUAL REPORT
YAKIMA VALLEY TOURISM ANNUAL REPORT 17 20 LEADERSHIP MESSAGE On behalf of the Board of Directors and staff of Yakima Valley Tourism, we are proud to present our 2017 Annual Report. Tourism means economic
More informationHERZLIA MIDDLE SCHOOL
NAME TEACHER S COMMENT TEACHER CLASS PARENT S COMMENT MARK PERCENTAGE PARENT S SIGNATURE HERZLIA MIDDLE SCHOOL GRADE 7 ECONOMIC & MANAGEMENT SCIENCES 27 AUGUST 2015 TIME: 50 minutes MARKS: 70 o This paper
More informationStarbucks / Dunkin Donuts research. Presented by Alex Hockley and Molly Fox. Wednesday, June 13, 2012
F& H Starbucks / Dunkin Donuts research Presented by Alex Hockley and Molly Fox Executive Summary: These days there are a significant amount of coffee establishments located in Center City, Philadelphia.
More informationLauren Frischman Abbie Thiebaut Breanna Amico
Lauren Frischman Abbie Thiebaut Breanna Amico 1.0 Executive Summary P. 3 2.0 Situational Analysis P. 3 2.1 Market Summary P. 4 2.1.1 Market Demographics P. 6 2.1.2 Market Needs P. 7 2.1.3 Market Trends
More informationl i v e a l i t t l e Are you ready to #getfried???
l i v e a l i t t l e Are you ready to #getfried??? OUR PURPOSE We ve successfully created one of the world s first, Euro- American, French fry restaurant chains, specializing in crisp & delicious, made-to-order,
More informationKey trends that will shape future success in the beverage category January Ross Smith Consumer Insight Director
Key trends that will shape future success in the beverage category January 2017 Ross Smith Consumer Insight Director 1 A panel of 40,000 individuals, detailing their weekly beverage consumption behavior
More informationwondered why a country that exported some of the world s finest coffee beans offered such a
Shannon Seglem December 1, 2012 Café Britt SMP 1. Drinking a cup of lousy Costa Rican coffee in 1985, avid coffee drinker Steve Aroson wondered why a country that exported some of the world s finest coffee
More informationDragon Fruit Market Analysis
Dragon Fruit Market Analysis Global Production Competition Markets Dragon Fruit in South Africa - Considerations Vietnam Mainly White Flesh Pitaya (+/- 95%) and some conversion to Red Flesh (5%+) Some
More informationEconomics and Poverty
Economics and Poverty Commodity Prices in Real Terms: Jute Commodity Prices in Real Terms: Jute 1200 1000 800 US cents/lb 600 400 200 0 1971-73 1981-83 1991-93 2001-02 Figures from FAO The State of Agricultural
More informationPavilion Organizer - THAILAND
Pavilion Organizer - THAILAND Our participation in Foodex was successful and we have made achievements. So we plan to exhibit again next year in the importer zone using 14 booths, the same size as this
More informationN E W B U S I N E S S P I T C H B R I E F OCTOBER 2017
NEW BUSINESS PITCH BRIEF OCTOBER 2017 THE DATA YOU NEED TO WIN THIS PITCH Papa John account in review Better Ingredients. Better Pizza. Better Marketing. Chief Marketing Officer Brandon Rhoten confirmed
More informationTable of Contents. Contact Information
Case Study 2015 Table of Contents The Challenge.......................................................................... 1 Pizza Hut and the U.S. Pizza Market...................................................
More informationDAIRY REIMAGINED A RESOURCE GUIDE BOOK AVENIR NEXT CONDEN
DAIRY REIMAGINED A RESOURCE GUIDE BOOK AVENIR NEXT CONDEN ACTIVATING DAIRY DEPARTMENT IDEAS Consumers want a closer relationship with farmers and they want to know more about the products they buy, including:
More informationChobani. Mindful Communications: Annie Minogue, Carlie Alderman, Jacqui Owens, Lindsey Gions, Natalie Collett
+ Chobani Mindful Communications: Annie Minogue, Carlie Alderman, Jacqui Owens, Lindsey Gions, Natalie Collett + Executive Summary Chobani is committed to creating rich, delicious and nutritious yogurt
More informationCONSUMER SEGMENTATION ANALYSIS
GAME PLAN Consumer segmentation analysis Introduce our target Provide consumer insight Creative strategy Brand positioning statement Media strategy Wrap up CONSUMER SEGMENTATION ANALYSIS SOCIAL BUTTERFLIES
More informationFair Trade Campus Application Form
Fair Trade Campus Application Form Please submit completed application forms with supporting documentation via email to communications@fairtrade.ca For more information on completing this document, please
More informationMcDonald s Marketing Mix
McDonald s Marketing Mix Max Grover MGMT 473: Principles of Marketing Management Professor Dunlop 4 December, 2009 Page 1 More than 50 years have passed since the first McDonald s was opened in the United
More informationCalgary Co-op Auburn Bay Calgary, AB
January 9, 2016 Calgary Co-op Auburn Bay Calgary, AB Market Visit Report Calgary Co-op is a retailer that traditionally has been under the radar for most CPG companies given its relative small size compared
More informationSustainable Coffee Challenge FAQ
Sustainable Coffee Challenge FAQ What is the Sustainable Coffee Challenge? The Sustainable Coffee Challenge is a pre-competitive collaboration of partners working across the coffee sector, united in developing
More informationHao Zhang Sijia Chen Robert Rossfeld. Marketing Starbucks
Hao Zhang Sijia Chen Robert Rossfeld Marketing Starbucks Today we are going to talk about Starbucks. Starbucks is the largest coffee chain in the world. It was set up in 1971, at that time, it was just
More informationNO TO ARTIFICIAL, YES TO FLAVOR: A LOOK AT CLEAN BALANCERS
NO TO ARTIFICIAL, YES TO FLAVOR: A LOOK AT CLEAN BALANCERS 2018 TREND INSIGHT REPORT Out of four personas options, 46% of consumers self-identify as Clean Balancers. We re exploring this group in-depth
More informationSample. TO: Prof. Hussain FROM: GROUP (Names of group members) DATE: October 09, 2003 RE: Final Project Proposal for Group Project
Sample TO: Prof. Hussain FROM: GROUP (Names of group members) DATE: October 09, 2003 RE: Final Project Proposal for Group Project INTRODUCTION Our group has chosen Chilean Wine exports for our research
More informationWork Sample (Minimum) for 10-K Integration Assignment MAN and for suppliers of raw materials and services that the Company relies on.
Work Sample (Minimum) for 10-K Integration Assignment MAN 4720 Employee Name: Your name goes here Company: Starbucks Date of Your Report: Date of 10-K: PESTEL 1. Political: Pg. 5 The Company supports the
More informationFAIR TRADE WESTERN PURPLE PAPER
FAIR TRADE WESTERN PURPLE PAPER Introduction What is Fair Trade? Fair Trade (FT) is a certification system which guarantees that the farmers and artisans creating the products we buy are getting a better
More informationStarbucks Case Study
Starbucks Case Study 1. Howard Schultz is the CEO of Starbucks who had purchased it from its original owners in 1987 after many attempts to convert the Coffee Bean Shop into a Café. His original vision
More informationEAST VAN ROASTERS CHOCOLATE
EAST VAN ROASTERS CHOCOLATE a commodity chain analysis (East Van Roasters) THE VALUE OF COCOA ANNIE FANG INTRODUCTION For my project, I was interested in researching the production processes of cocoa in
More informationSalmon Brand Building in Asia
Salmon Brand Building in Asia Supreme Salmon, a brand built for the Chinese consumer Alf Helge Aarskog, CEO, Marine Harvest ASA Fully Integrated from Feed to Plate Suppliers Feed Farming/ Primary Processing
More informationHot Beverage Strategy Explained Internal Use Only
Hot Beverage Strategy Explained Internal Use Only Strategy Why we need to change The market has changed Consumers spend over $9 Billion on coffee in the workplace. Consumers are becoming more educated
More informationThe Rise of Pop-Up Dining Events and the Experiential Diner
The Rise of Pop-Up Dining Events and the Experiential Diner 1 The food and beverage industry is cooking up more events than ever before with the number of food and drink events on the Eventbrite platform
More informationSAVAGE SOLUTIONS - FRENCH BLUE CASE STORY ROSES ARE RED, ROSÉS ARE BLUE
ROSES ARE RED, ROSÉS ARE BLUE Yep, you read that right. In 2016, winemaker Stephanie Rivin and entrepreneur Roger Scommegna came to us with French Blue, a French-made wine crafted with Bordeaux varietals,
More information45 Million 13% 79% 70% Wisconsin Milk 27% 62% Pounds. your checkoff dollars check all the boxes. Consumption of Total Dairy has risen by
When it comes to increasing demand for Wisconsin dairy products, your checkoff dollars check all the boxes. Your checkoff dollars help drive demand in multiple ways. With your help, Dairy Farmers of Wisconsin
More information12% Baking Mad. Page views increased by. Ridgeway. FOOD AND DRINK
www.bakingmad.com Baking Mad FOOD AND DRINK The Baking Mad website is a truly immersive digital experience where bakers can indulge and explore their passion with rich content, including recipes, tips,
More informationEverclear still IS the NGS category with +95% share! Source(s): IRI Data 26 Weeks Ending 4/9/17 Total US MULO +C Nielsen Total US 7/15/17
Everclear still IS the NGS category with +95% share! Source(s): IRI Data 26 Weeks Ending 4/9/17 Total US MULO +C Nielsen Total US 7/15/17 MAKE IT YOUR OWN With a neutral profile and a unique ability to
More informationWelcome to the. Find out more about the parts of the world where SIAL Network is established, thanks to the Euromonitor s study.
Welcome to the Find out more about the parts of the world where SIAL Network is established, thanks to the Euromonitor s study. SELECT A REGION TO SEE THE REPORT Canada China Indonesia Middle East & Africa
More informationThe Patron Sprits Company Brand Snapshot
The Patron Sprits Company Brand Snapshot Madeline White 05/31/17 Team Corthinos Brand Snapshot: The Patron Sprits Company 05/23/17 Madeline White Ad Sales Intern Company Overview Headquarters: Las Vegas,
More informationWINE INDUSTRY The Time is Ripe
N Nanyang Consulting WINE INDUSTRY The Time is Ripe Presented to: CEO at Jacobs Creek Presented by: Daniela, Minghao, Victor, Vishnu 8 January 2019 Agenda Page 2 1 2 3 4 Strategic Options 5 6 : The wine
More informationStarbucks BRAZIL. Presentation Outline
Starbucks BRAZIL Prepared by: Aminata Ouattara Daniele Albagli Melissa Butz Matvey Kostromichev Presentation Outline Introduction Mission & Objectives PESTEL Analysis PORTER Analysis SWOT Analysis Capabilities
More informationFinal Report. The Lunchtime Occasion in Republic of Ireland and Great Britain
Final Report The Lunchtime Occasion in Republic of Ireland and Great Britain November 2013 Contents Introduction & Research Objectives... 1 Research Method... 2 Segment Profiles... 3 Executive Summary...
More information2018 partnership opportunities
2018 partnership opportunities The TERROIR SYMPOSIUM is a catalyst for creative collaboration in the global food and drink industry. APRIL 23RD, 2018 THE AGO TORONTO, ON From its origins in Toronto, for
More informationSalud Craft Beer. The Best Beer for the Best Price. p. (310) f. (310) Brewery Lane Torrance, CA 90503
Salud Craft Beer The Best Beer for the Best Price 123 Brewery Lane Torrance, CA 90503 p. (310) 923-1010 f. (310) 923-2040 lkhan@salud.com www.saludcraftbeer.com Table of Contents I. Executive Summary...
More informationYour key to the nut and dried fruit industry. Media Kit
Your key to the nut and dried fruit industry. Media Kit It s a people s business. 30 years ago made the courageous move to establish a magazine about nuts and dried fruit. People asked why Today we can
More informationMANAGEMENT PROGRAMME. Term-End Examination June, MS-68 : MANAGEMENT OF MARKETING COMMUNICATION AND ADVERTISING (L)
No. of Printed Pages : 5 MANAGEMENT PROGRAMME Term-End Examination June, 2010 71- : MANAGEMENT OF MARKETING COMMUNICATION AND ADVERTISING (L) Time : 3 hours Maximum Marks : 100 (Weightage 70%) Note : Attempt
More information+ + + =? Which Winery should you visit? ABOUT WHICHWINERY THE BACKGROUND FIND. TRACK. SHARE. LEARN.
ABOUT WHICHWINERY WhichWinery is the world s first winery based, social, search site that connects each winery s unique qualities with user preferences, allowing users to find wineries, track their visits,
More information2016 was Telepizza Group s best year for chain sales 1 and EBITDA growth over the last decade
Telepizza Full-Year Results for 2016 2016 was Telepizza Group s best year for chain sales 1 and EBITDA growth over the last decade Chain sales 1 grew by 7% to 517M while Underlying EBITDA rose by 10% to
More informationBritain s best-selling baking magazines
Britain s best-selling baking magazines 23,100 41,500 The Power of Print Print advertising is still very important it builds the strongest consumer trust and loyalty, plus it has more tangibility and gravitas
More informationGlobal Branding Strategy: Process and Payoff, Part 1
Global Branding Strategy: Process and Payoff, Part 1 Brand Analysis Steps in Brand Analysis 1. Brand Meaning 2. Brand Positioning 3. Brand Mantra Knowledge structures Themes Elements Points of parity Points
More informationWine Tourism: Built It, Now Will They Come? @italicswinegrowers @wineroutes 1 @DTCWS DTCWS19 Wine Tourism This Photo by Unknown author is licensed under CC BY-SA-NC. DtC 1. You're mostly small and mighty
More informationNon-GMO Project Trademark Use Guide
Non-GMO Project Trademark Use Guide Table of Contents Introduction.... 3 General Use Guidelines.... 5 Design Specifications.... 6 Non-GMO Project Verified Mark (English).... 7 Non-GMO Project Bilingual
More informationTraditional Coffee Purchase Drivers
TREND BRIEFING Traditional coffee which includes regular and specialty hot and iced coffees as well as frozen blended coffee is the most widely consumed beverage beyond tap water measured in Technomic
More informationCATEGORY CLOSE UP: FUELING THE FOUNTAIN
CATEGORY CLOSE UP: FUELING THE FOUNTAIN Operators fend off competition and keep up with trends to ensure their cold dispensed beverage sales continue to grow. By Jamie Hartford On paper, cold dispensed
More informationThe Capital s Favourite Food, Drink And Music Fesival
The Capital s Favourite Food, Drink And Music Fesival We bring you 18 of the city s hottest restaurants, the best ever line-up of celebrity chefs, tasty masterclasses for you to participate in and three
More informationFLORIDA DEPARTMENT OF CITRUS. Communicating About Citrus in a Changing World presented to the International Citrus and Beverage Conference
FLORIDA DEPARTMENT OF CITRUS Communicating About Citrus in a Changing World presented to the International Citrus and Beverage Conference David Steele September 18, 2015 PREVIEW The context The audience
More informationAn introduction to the
An introduction to the K- J RECOMMENDS MOBILE Wine APP 2 K- J RECOMMENDs: A Revolutionary Way to Pair The K-J Recommends free mobile wine app is a breakthrough in the wine industry; a first of its kind
More informationDeliver a comprehensive communications campaign to increase coffee consumption on a pre-competitive basis across the category
International Coffee Organization September 2012 NCA Category Consumption Promotion Campaign Robert F. Nelson President & Chief Executive Officer National Coffee Association of USA Theme Coffee is a well-rounded
More informationOpportunities. SEARCH INSIGHTS: Spotting Category Trends and. thinkinsights THE RUNDOWN
SEARCH INSIGHTS: Spotting Category Trends and WRITTEN BY Sonia Chung PUBLISHED December 2013 Opportunities THE RUNDOWN Search data can be a brand marketer s dream. It s a near limitless source consumer
More informationWelcome to Coffee Planet
franchising Welcome to Coffee Planet We are on a journey to bring our coffee to the world and we are looking for partners to help deliver our mission and share in our combined success. We hope this book
More informationSECTION 2. The BAM intiative
The SIMPLYBEEF guide to BEEF ALTERNATIVE MERCHANDISING AM SECTION 2 The BAM intiative Here the BAM program is fully explained and includes a comprehensive overview, launch checklist, positioning strategies
More informationClick to edit Master title style. Building a global supply chain from farm to consumer. John Foss Founder and CEO, The Chia Company
Click to edit Master title style Building a global supply chain from farm to consumer John Foss Founder and CEO, The Chia Company Australian Grains Industry Conference July 28 th 2014 The Chia Co IN 2003
More informationFoodservice EUROPE. 10 countries analyzed: AUSTRIA BELGIUM FRANCE GERMANY ITALY NETHERLANDS PORTUGAL SPAIN SWITZERLAND UK
Foodservice EUROPE MARKET INSIGHTS & CHALLENGES 2015 2016 2017 2020 Innovative European Foodservice Experts 18, avenue Marcel Anthonioz BP 28 01220 Divonne-les-Bains - France 10 countries analyzed: AUSTRIA
More informationTea Post Brand Development Case Study
Tea Post Brand Development Case Study Author and Agency: 7 th Sense Concepts Films and Advertising www.7thsesnse.in Rajkot Office: 301- B, Silver Coin, Opp. Crystal Mall, Kalawad Road, Rajkot, Gujarat,
More informationMarketing Strategy and Alliances Analysis of Starbucks Corporation
Liberty University DigitalCommons@Liberty University Faculty Publications and Presentations School of Business 2009 Marketing Strategy and Alliances Analysis of Starbucks Corporation Rebecca Lingley Liberty
More informationCelebrating Our 25th Anniversary
Our Story Tea has managed to blend cultural divides and is a beverage that brings all different kinds of people together because of the comfort it provides before or after a long day. The Heladiv Tea Club
More informationLeverage the Rising Sustainability Wave
Leverage the Rising Sustainability Wave New Research and Best Practices Fair Trade USA October 2016 Who is Fair Trade USA? 3 rd Party sustainable and ethical certification Apparel & Shoes Quinoa & Rice
More informationcandy MAY 31 - JUNE 03 10am - 7pm EXPO CENTER NORTE show BRAZIL São Paulo 6th Sweets, Confectionery and Snacks Trade Fair
candy & show 6th Sweets, Confectionery and Snacks Trade Fair MAY 31 - JUNE 03 10am - 7pm EXPO CENTER NORTE 2019 São Paulo BRAZIL GET READY FOR GREAT PARTNERSHIPS, NEW IDEAS AND MORE BUSINESS candy & show
More informationRomexpo S.A. EXPO DRINK & WINE 25 th -29 th of October 2017
Romexpo S.A. EXPO DRINK & WINE 25 th -29 th of October 2017 ABOUT EXPO DRINK & WINE Wines, alcoholic and non-alcoholic beverages trade show The 20 th edition of EXPO DRINK & WINE trade fair in the field
More informationUnderstanding consumer health choices
Understanding consumer health choices Using social listening for impactful and strategic research PETER FAIRFAX SENIOR SOCIAL MEDIA ANALYST Introducing Brandwatch Research Services Brandwatch the world
More informationTork Xpressnap. Express yourself and boost your business
Tork Xpressnap Express yourself and boost your business About the survey Tork commissioned a survey to identify which factors are most likely to attract restaurant-goers to a restaurant, get them to return,
More informationRESEARCH UPDATE from Texas Wine Marketing Research Institute by Natalia Kolyesnikova, PhD Tim Dodd, PhD THANK YOU SPONSORS
RESEARCH UPDATE from by Natalia Kolyesnikova, PhD Tim Dodd, PhD THANK YOU SPONSORS STUDY 1 Identifying the Characteristics & Behavior of Consumer Segments in Texas Introduction Some wine industries depend
More informationReport Brochure. Mexico Generations Re p o r t. REPORT PRICE GBP 2,000 AUD 3,800 USD 2,800 EUR 2,600 4 Report Credits
Report Brochure Mexico Generations 2 0 1 6 Re p o r t REPORT PRICE GBP 2,000 AUD 3,800 USD 2,800 EUR 2,600 4 Report Credits Wine Intelligence 2016 1 Report price Report price: GBP 2,000 AUD 3,800 USD 2,800
More informationEXECUTIVE SUMMARY. Coffee. UK August AMY PRICE Senior Food & Drink Analyst
UK EXECUTIVE SUMMARY Coffee The ongoing path to premiumisation for instant coffee, the increasing accessibility of coffee pods, and the emerging RTD chilled sector offer opportunities for real growth in
More informationAn update from the Competitiveness and Market Analysis Section, Alberta Agriculture and Forestry.
An update from the Competitiveness and Market Analysis Section, Alberta Agriculture and Forestry. The articles in this series includes information on what consumers are buying and why they are buying it.
More informationTrends. in retail. Issue 8 Winter The Evolution of on-demand Food and Beverage Delivery Options. Content
Trends in retail Issue 8 Winter 2016 Content 1. The Evolution of On-Demand Food and Beverage Delivery Options Alberta Food and Beverage Sector Opportunities and Challenges 2. Data Highlights The Evolution
More informationClaire Cogan, Head of Commercial Intelligence, Britvic Ireland Bord Bia Insights Session, 11 th July 2014
Claire Cogan, Head of Commercial Intelligence, Britvic Ireland Bord Bia Insights Session, 11 th July 2014 Making life s everyday moments more enjoyable 3,591 adults aged 16+ Millennials 16-24s 25-30s 31-49
More informationNationwide Reaction of Chinese KFC Consumers to Shanghai Husi Food Scandal
Nationwide Reaction of Chinese KFC Consumers to Shanghai Husi Food Scandal Aug 5, 2014 Analysts: Junheng Li Background: Earlier this year, an undercover journalist snuck into Shanghai Husi Food Co. with
More information5 emerging brands reveal secrets to success
5 emerging brands reveal secrets to success Design, merchandising and authenticity drive engagement for 2018 Hot Concepts Instagrammable merchandising. Hyper-focused menu. Sexy vegetables. Gorgeous food.
More informationVISION STATEMENT MISSION STATEMENT. Provide an experience that excites the senses, educates the mind, and evokes an appreciation for the wine culture.
VISION STATEMENT Provide an experience that excites the senses, educates the mind, and evokes an appreciation for the wine culture. MISSION STATEMENT A guide into the world of wines that provides a refined
More informationREMARKS BY PAUL BULCKE, GROUP CHIEF EXECUTIVE OFFICER, NESTLÉ S.A. MEDIA CONFERENCE, NAIROBI, FRIDAY, JULY 2, 2010
REMARKS BY PAUL BULCKE, GROUP CHIEF EXECUTIVE OFFICER, NESTLÉ S.A. MEDIA CONFERENCE, NAIROBI, FRIDAY, JULY 2, 2010 Disclaimer This speech might not reflect absolutely all exact words spoken. This speech
More informationTEA INTERACTION DESIGN
TEA INTERACTION DESIGN 茶 Table of Contents INTRODUCTION COLLECTIONS RESEARCH 1 2 5 SCREENING SURVEY FIELD WORK I LITERATURE REVIEW OBJECT STUDY FIELD WORK II Concepts 11 INTRODUCTION The design problem
More informationChef And Team Derby Green Ooty
Chef And Team Derby Green Ooty Sr. No. Name Token No./ ID 1. Chef Niraj Kumar Team Kitchen Awards 2017 Name of the Project :To reduce food cost and food wastage without affecting the customer dining exper
More informationSPIRITS BUSINESS THE MEDIA PACK 2012 THE ONLY INTERNATIONAL TRADE MAGAZINE SOLELY DEDICATED TO SPIRITS
ONLY INTERNATIONAL TRADE MAGAZINE SOLELY DEDICATED TO MEDIA PACK With a trend towards more sophisticated off-trade drinking, consumers seeking even more value for money, and continued growth in a largely
More informationGREAT EXPECTATIONS FOR THE AMERICAS. CarneTec and Meatingplace Deliver the Largest and Fastest Growing Markets
GREAT EXPECTATIONS FOR THE AMERICAS CarneTec and Meatingplace Deliver the Largest and Fastest Growing Markets MEAT PROCESSORS FROM CANADA TO ARGENTINA RAMP UP TO MEET GLOBAL DEMAND AS GLOBAL DEMAND FOR
More informationSpeaking and Networking for Success. Trish Springsteen Multi International Award Winner Speaker Mentor, Coach, Author, Radio Host
Speaking and Networking for Success Trish Springsteen Multi International Award Winner Speaker Mentor, Coach, Author, Radio Host What is stopping you right now? www.trishspringsteen.com Is it lack of -
More information