Hokey Pokey GroupB

8/7/2019 Hokey Pokey GroupB

1/19

KIRON KESAVKIRON KESAV

APARNA KRISHNANAPARNA KRISHNAN

KINSHUK VATSAKINSHUK VATSA

ABHINAY VISHNOIABHINAY VISHNOI

DEAN FARIADEAN FARIA

SHANKHA CHAUDHURISHANKHA CHAUDHURI

ROSHNI SAKHRANIROSHNI SAKHRANI

SUNNY RAUTSUNNY RAUT

RAHUL NANDARAHUL NANDA


2/19

Given the addition of ice cream/ chocolate/ whipped cream in all the 4flavors:

1. This product should be aimed at anybody who wants a fun filled coffeeexperience

2. This eliminates the serious coffee enthusiast, who may not want theabove additives in his cup of coffee

3. Age group would be from 5 to 35


3/19

So the target consumers could be

1. college going kids who want to try something new (i.e. other than icecream) OR those who frequent cafes & prefer creamy coffees in generalhence the above offering feels tailor made for them

2. Kids having their first taste of an adult drink minus the bitterness

3. Parents who frequent HP with their kids

4. The Fragola Frapuccino should be popular choice from the ladies & in

general the Gujarati crowd of Mumbai who are always on the lookout fornew flavors to try out


4/19

23 year old MBA student of Welingkar institute.

Lives in Colaba with her parents.

Is generally busy with lectures, assignments,

presentations and exams on weekdays.

Gets just a day off onS

unday from her hecticschedule.

Enjoys Reading, shopping, watching movies.

Ice cream lover by birth, never misses a chance to

have a ice cream

Believes that an Ice cream has the power to lift her

spirits Coffee is what she chooses to energize herself

Coffee & Ice cream are her partners most evenings

when she is out with her friends

NEHAL UKANI, 23 yrs

MBA STUDENT


5/19

All branded cafes (Mochas, Coffee Days, Baristas, Costas)

Branded ice cream parlors (ex Baskin Robbins, Naturals, and Kwality) inthe vicinity. Baskin Robbins also serve coffee flavors (Cappuccino Blast)

Local ice cream parlors with their set of loyal customers

Bakeries & Pastry joints

Any restaurant serving ice cream, cold coffee & milk shakes/juices

Amul Kool Caf & Amul Kool Koko


6/19

Rich Flavor (ice cream/ chocolate/ whipped cream) in all the coffees.Similar rich coffee is present at Baskin Robbins outlets

Different size cups are a plus point as it offers more flexibility.Competitors at cafs do not offer this

Priced less as compared to similar offerings at branded cafs

Strawberry Flavor is unique to HP


7/19

Youngsters may find it hard to pronounce Cofficionados & this maymake it difficult to identify themselves with the brand

On the other hand the name Cofficionados OR Coffee Aficionadosepitomizes people who are fans of the type of coffee that HP serves.

Our suggestion is to retain the meaning while making the wording simpler.How about Koffee Nados, with the tag line Fans of rich frothy coffee


8/19

CofficionadosCofficionados -- treat yourself !treat yourself !


9/19

Looking at the outlet location, print & outdoor media would be the perfect

medium to promote the offering - Cofficionados.

Bombay Times (Westside Plus)

reach - 5-6 lakhs / Frequency - 4 weeks

Outdoor hoardings at selective places

reach - 1 lakhs /frequency - 4 weeks


10/19

Hokey Pokey Advertisingideas

Since we have 7 locations spread across the city, the advertising ideas aregeneric and not relevant only to one particular idea.

Discount Coupons- For a newflavor, this could be the best

form of Advertising as thiswould help create awarenessand also increase trial of the

new product

This could be inserted into thelocal newspapers which

circulate in the area of the storeor could be distributed in the

local supermarket etc


11/19

HOARDINGS JUST OUTSIDESHOPS :

For the 5 outlets that HP has, this

would be a good reminder mediumto those who have already seenother advertising of the brand, and

would also specify locationexample : Right hereexample : Right here

INSTITUTE PROMOTIONS : This is anadvertising cum promotion initiative. This

will make the brand famous in the local(college canteen if any, or a school) so thatpeople develop the taste and then get used

to it and come to the store. It could be just alimited period offer like the Mr. Moo

initiative at WESCHOOL

The coffee could be discounted at the institute levelto encourage trial and the members of the institute

can develop a taste for the product from there.


12/19

Advertising On-Table of anearby restaurant : The tablespace of a nearby restaurant,(which does not serve coffee,and which would encourage

the customers of the

restaurant to try the coffeedelicacy after their meals)

It could be placed on the table as a small standee (made out of cardboard etc, e.g.:which we usually see for McDonalds at their stores)


13/19

Coverage

Through the existing 7 outlets of Hokey Pokey and new outlets at select

places

Budget

Selling & Distribution Costs works out to Rs 35 per customer which

includes the cost for real estate cost; amenities and ambience; procurement

and distribution


14/19

Sampling

At schools, colleges and malls and theatres fill air filled makeshift baby pools

with Cofficionados and offer the public to sample it with straws

Making a competition out of it

Tie Ups with other brands

Discounts for patrons of other brands. For Example:

- Offers for Cinemax movie goers

- Cofficianados free with the Vodafone one on one Offer

Coupons

Give out coupons as prizes for radio and TV competitions


15/19

Sponsorship

Take up the sponsorship of ice creams at certain school and college canteens

on select days (like Inter institute fests)

Ambient Promotions

Coffee cups with messages announcing the arrival of the Cofficionados in

school, college and mall premisesMake a larger than life prototype of the Cofficianados at any activation

point


16/19

Transferability

The Hokey Pokey brand name is not limited to only Ice creams. It can beextended to other products as well. The brand name is not specific to anyculture or country and can be extended across geographical boundaries. It is

not something which will appeal to only a particular segment. The appealextends from kids to adults.

Adaptability

A brand has to adapt with time. Although Hokey Pokey is only an year old ithas already adapted by introducing Cofficionados by identifying the trend ofincreasing coffee consumption by the youth. It is difficult to predict what thefuture entails but Hokey Pokey can adapt quickly to changing consumer needsas the brand is not only associated with ice creams in the minds of theconsumers.


17/19

Protectability

Hokey Pokey is a Trade Mark name which is unregistered but it is an

intellectual property none the less. Hokey Pokey should guard against ice

cream parlors being opened using its brand name in cities where it

currently does not have presence.


18/19

Memorability

Brand name of Hokey Pokey is such that the brand recall is more among

the mind of the consumers. The logo and the jingle create a niche for the

brand. The packaging is also in such a way that the brand name is clearly

visible on the products.

Meaningfulness

The brand name reinforces different kind of relationships. It relates tomagic that is created while sipping on the coffee, the magic of being with

friends, family and all those who matter.


19/19

Likeability

The brand evokes the verbal imagery of thoughts.You think of coffee and

what pops up is the name of the brand. The visual appeal of the logo

tempts you to go and grab a cup of coffee for yourself. It creates value for

the consumers by the prima facie looks of it.

Documents

Hokey Pokey GroupB