WHAT IS COLOMBIAN COFFEE?

Colombia began exporting Colombian coffee in 1835 to various countries. The exquisite flavor of Colombian coffee is not an easy task to accomplish. It takes skill, perseverance and patience to raise the trees and pick the beans that create the ultimate flavor that melts in coffee drinkers mouths.

WHAT IS ROBUST COFFEE?

Robust is an Arabica-type, 100% gourmet Colombian Coffee. Arabica beans are considered superior to other commercially available coffee species and contain less caffeine.

WHAT MAKES ROBUST COFFEE DIFFERENT?

Robust doesnt add any filler to the product to augment its volume, delivering a very distinctive taste.

Robust acquires the optimum taste, aroma, color and grain size.

There is no acidic taste when compared to other brands.

THE THREE VARIANTS OF ROBUST COFFEE

DOUBLE CHOCOLATE

Theres the rich, creamy taste of mocha-flavored sauce blended with milk. Plus chocolaty chips in every sip. A perfect combination of chocolate and dusted with rich cocoa makes this an extraordinary coffee the ULTIMATE chocolate lover's coffee.

CAF LATTE

This is a strong espresso coffee with a topping of frothed steamed milk coffee. A caf latte has a stronger coffee flavor. A Caf Latte should have approximately a 3:1 ratio of milk to coffee.

ICE FRAPPE

A foam-covered cold coffee ready to drink. A frappe is nothing more complicated than instant coffee, sugar, and a small quantity of cold water shaken vigorously together to produce thick foam, then poured over ice in a tall glass, and finally topped off with milk or water.

SEGMENTATION OF THE MARKET

17-22Life seeker Your day doesnt really start until you have your Robust Coffee Cup 23-28Spirit seeker Wake up the spirit with Robust Coffee Cup

TARGET MARKET

Primary focus will be on the young male and women demographics with an understanding that any one from 17-22 onwards are potential customers.
We will focus on coffee consumers who are medium-heavy users ( 2 or more cups a day).

Primary Market: 17-22 years Secondary Market: 23-28 years onwards

COMPETITIVE ANALYSIS

SWOT ANALYSIS

 Great leap forward in

Media,Crm,Pop. Domination in instant coffee market by 55.3% share Sustained improvement in customer service levels.
Indias growing market S SWOT O

Agencies, spent all their time fighting each other.

Adopted a pricing strategy higher than competitors Nescafe sunrise has no distinct identity
W

non-traditional coffee distribution channels by Rs.1900 crore.

Non-trading retailing coffee channel by the sale of Rs.600 crore.

Amalgamated Bean Coffee Trading Company coming up with R&G coffee chains

POSITION OF THE BRAND

Our brand ROUBST COFFEE is a pure Colombian coffee brand which is a premium line of the coffee. As we have seen that the premium line of the coffee in Pakistan is being captured by the NESCAFE GOLD and other imported brands. So we have position our brand against Nescafe GOLD.

PRICING & PACKAGING

1. Introducing Pouch:
-200g & 100g -Trial pack size -Zipped Lock -New Design

2. Price:

200g- Rs 620/100g- Rs 385/-

PLACING

The product will be distributed in retailers stores the big stores, airlines and in airportside,clubs and bars, hotels, by the company that we hired to distribute robust coffee.
Outsourcing the distribution factor will provide many advantages to our company. Focus on core activities, cost and efficiency savings.

The product will be distributed in various areas in Karachi basically where our customers are present . We will place our product in the following stores. Such as: Imtiaz Naheed Shahabs Makro and Metro

MEDIA HABITS OF TARGET MARKET

MEET AAMIR

Television:
84% of our primary market male 22-35 watch television during the timing of 9-11 in night and women from 9-11 in morning.

Channels:

Male mostly watch Geo News ARY news sports channels and CNBC while female watch entertainment channels LIKE GEO.

Programming:

they prefer to watch movies, sports , business news, dramas, and current affairs.

OUTDOOR
Our primary target travels outside the home regularly mainly to and from work. Young boys and girls love to hang out with friends dine in the hotels and restaurants. They also visit malls and trips to public transits.

Radio: Mostly likely to listen morning program when they are driving to their offices.
Newspaper: Men are most likely to read news and sports pages.

MEDIA OBJECTIVES

 We want to reach 90% of our market over the course of our campaign. It will not run out consecutively through out the year, the campaign will start from November to hit the coffee consumption groups directly and will end in December.
Building frequency to keep the brand top of the mind over the course of campaign.

MEDIA STRATEGY

Television:
Our primary medium will be television to reach 75% of our target market. It built reach quickly, as compared to print media.

It can be specifically targeted choosing special channels like by our target market.

Outdoor:
Outdoor is recommended because it creates high frequency quickly over a short period of time. Our target market drives more than 150km a week in town which make it a sustainable medium.

Print Media:
This media is recommended because it make mass coverage for the local market.

This media is highly favored by our secondary market.

Radio: We will be targeting our primary market specially office going male and female by using radio in the morning drive time.

INTEGRATED MARKETING COMMUNICATION

PRINT

QUALITY COFFEE

TVC

IMC
CINEMA

IN-MALL

OOH SAMPLING

POSTERS

Size: 17x22
Headline: Stay awake around your friends. Copy: Discover a whole new world of gourmet coffee.

PRESS ADS

Size: 27x8 Headline: Stay awake around

your friends. Copy: Discover a whole new world of gourmet coffee with our premium line of roasted blends, classic flavor, and our own organic blend. Same great flavor as the coffee shop for the fraction of the gourmet price! Newspaper: DAWN, JANG, THE NEWS

RETAIL MARKETING

STANDY:
Size: 5x2 Headline: Stay awake around your friends. Copy: Discover a whole new world of gourmet coffee. Placement: In malls or exhibition with stall.

BUNTINGS:
Size: 5x7
Front back

Placement: in malls or
exhibition on stall and on shops.

STALLS:
Placement: in malls or
exhibition and in stores.

TEASER BILLBOARDS

Size: 60x20 45x15

Teaser Copy: Stay awake! Placement: Tariq road, Aga Khan Road, Defense view, Shahra-e-Faisal, Airport, Gulshan, Johar.

BILLBOARDS

Size: 60x20 45x15

Copy: Stay awake around your friends. Placement: Tariq road, Defense view, I.I Chundrigar Road, Aga-Khan Road, North Nazimabad, Shahra-e-Faisal, Airport, Gulshan, Johar.

BILLBOARDS PLACING

Location: Agha Khan

Road- Time Medicos

Size: 45x15
Direction: Coming
from Karsaz and Hassan Square

Rate: Rs.160000

Location: Rashid
Minhas Road from Nipa towards Shahra-eFaisal

Size: 20x60 Rate: Rs.275000

Location:
Naheed Super Market

Size: 20x60

Rate: Rs.275000

Location: ABL Roundabout Noorani Signal Size: 60 X 20 Rates: Rs.400000

Location:
Shahra-e-Faisal at FTC Triangle traffic facing from Airport towards Metropole

Size: 60 X 20

Rate: Rs.600000

Location:
Shaheed-e-Millat facing from Naheed Store/Hill Park going towards Liberty Signal

Size: 60 X 20 Rate: Rs.450000

Location: Main
Punjab Roundabout traffic facing from Gizri/Sunset Boulvewar traffic going towards Schon Circle/Boat Basin.

Size: 60 X 20
Rates: Rs.600000

Location: Hyderi
Market Pedestrian Bridge Facing Traffic Coming From 5 Star Towards KDA R/A

Size: 160 x 6
(DOUBLE SIDE)

Rate: Rs.275000

Location:
1.University Road, Near Bait-ul-Mukarram Masjid, FTCF Nipa Towards Hassan Square Size: 10 x 100 (DOUBLE SIDED) 2.Pedestrian bridge next to this bridge near Expo Center.

Rate: Rs.350000

RADIO

oWe are using 2 radio channels for our campaign. oThe ads will be played in the morning and evening drive time and late night shows.
oFM 106

TVC

PLACEMENT

INTERNET

We have created a page on face book where people can show there likeness by liking the page and having conversation on different topics related to

Robust Coffee.

SAMPLING

Dry and wet sampling in the offices UNIVERSITIES, MALLS, CINEMAS and AIRPORTS.
The universities we are placing our stalls are : IBA SZABIST BAHRIA

PORMOTIONAL ACTIVITIES

When placing our stalls in universities we will play a game where students have to make some weird paintings on there faces and the best will get a gift hamper from the

Robust Coffee.

MEDIA BUDGETING