Red Barn Coffee Roasters

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Red Barn Coffee Roasters

  1. 1. RED BARN COFFEE ROASTERS AD CAMPAIGN
  2. 2. Campaign Members <ul><li>Jennifer Burke </li></ul><ul><li>Alastair McDougall </li></ul><ul><li>Trevor Sullivan </li></ul><ul><li>James Bucknam </li></ul><ul><li>Jinlan Lu </li></ul>
  3. 3. Outline <ul><li>Company background </li></ul><ul><li>Red Barn SWOT analysis </li></ul><ul><li>Competition’s SWOT analysis </li></ul><ul><li>Survey Research </li></ul><ul><li>Target Audience </li></ul><ul><li>Ad Objective </li></ul><ul><li>Media Strategy </li></ul><ul><li>Advertisements </li></ul>
  4. 4. Red Barn Facts <ul><li>Owners: </li></ul><ul><ul><li>Mark & Lisa Verrochi </li></ul></ul><ul><li>Opened in1997 </li></ul><ul><li>Locations: </li></ul><ul><li>- Boston (2) </li></ul><ul><li>- Southborough </li></ul><ul><li>- Westborough </li></ul><ul><li>- Hopkinton </li></ul><ul><li>Industry: retail & wholesale coffee </li></ul>
  5. 5. Red Barn Strengths: <ul><li>Authentic New England Style </li></ul><ul><li>Warm & relaxing environment </li></ul><ul><li>Good quality coffee and food </li></ul><ul><li>Emphasis on service & reasonable price </li></ul><ul><li>Provides a healthy menu of single bean </li></ul><ul><li>Wholesale </li></ul>
  6. 6. Red Barn weaknesses: <ul><li>Lack of marketing expertise </li></ul><ul><li>Location is lack of advantage </li></ul><ul><ul><li>Ex: FH </li></ul></ul><ul><li>Unstable customer base depending: </li></ul><ul><ul><li>Seasons </li></ul></ul><ul><ul><li>Tourist </li></ul></ul><ul><li>Various of competitors around the location </li></ul><ul><li>Undifferentiated products and services </li></ul>
  7. 7. Red Barn opportunities: <ul><li>Hire a special locator </li></ul><ul><li>Being connected with people in the community </li></ul><ul><li>Expand the customer base </li></ul><ul><li>Differentiate the service that is different than competitors </li></ul>
  8. 8. Red Barn Threats: <ul><li>Other beverage </li></ul><ul><li>No formal lease at FH location </li></ul><ul><li>Competitors: </li></ul><ul><ul><li>Starbucks </li></ul></ul><ul><ul><li>DD </li></ul></ul><ul><ul><li>McDonalds </li></ul></ul><ul><ul><li>Food court </li></ul></ul><ul><ul><li>Restaurants </li></ul></ul>
  9. 9. Red Barn Coffee Survey <ul><li>Left our surveys at Red Barn for a week and a half </li></ul><ul><li>Only 20 respondents </li></ul><ul><ul><ul><li>11 Males and 9 Females </li></ul></ul></ul><ul><ul><ul><li>Ages ranged from 17 to over 50 years of age </li></ul></ul></ul><ul><li>Tried to find how the customers of Red Barn feel about coffee and their drinking habits </li></ul>
  10. 10. Survey Data Analyzed <ul><li>7 Survey Participants heard about Red Barn by word of mouth </li></ul><ul><li>10 Survey Participants happened to walk by </li></ul><ul><li>10 Survey Participants chose Red Barn because of quality </li></ul><ul><li>3 Survey Participants chose Location and Convenience </li></ul>
  11. 11. Survey Data Analyzed <ul><li>8 Survey Participants drink Red Barn Coffee 2-3 Times a week and only if they are in the area </li></ul><ul><li>2 Survey Participants drink Red Barn Coffee once a day and everyday </li></ul><ul><li>14 Survey Participants rated their experience at Red Barn Coffee as Excellent </li></ul><ul><li>6 Survey Participants rated their experience at Red Ban as Good </li></ul>
  12. 12. Other Findings… <ul><li>More than half our respondents were over the age of 36 (12 out of 20) </li></ul><ul><li>More than half the men said the only reason they drank Red Barn was because they happened to walk by and not the fact they had heard about it through any advertising </li></ul><ul><li>13 out of 20 of our respondents said that they drank coffee everyday </li></ul><ul><li>Only 7 out of 20 respondents said they drank coffee for the taste, and 6 said they did it for a pick me up </li></ul><ul><li>6 respondents said they drank coffee because it was a habit or a routine </li></ul>
  13. 13. Competition <ul><li>Starbucks </li></ul><ul><li>Dunkin Donuts </li></ul><ul><li>Green Mountain Coffee Roasters </li></ul><ul><ul><li>McDonald’s </li></ul></ul><ul><ul><li>Wholesale </li></ul></ul>
  14. 14. SWOT ANALYSIS STARBUCKS <ul><li>Strengths </li></ul><ul><li>Recognized brand name </li></ul><ul><li>Starbucks ambiance </li></ul><ul><li>Environmental leadership </li></ul><ul><li>Global alliances </li></ul><ul><li>Large capital </li></ul><ul><li>Weaknesses </li></ul><ul><li>Pricing </li></ul><ul><li>Speed of service </li></ul><ul><li>Opportunities </li></ul><ul><li>Non-coffee products </li></ul><ul><li>Promotions with Lions Gate Entertainment </li></ul><ul><li>Books </li></ul><ul><li>Drive-thru </li></ul><ul><li>Threats </li></ul><ul><li>McDonald’s McCafés </li></ul><ul><li>Dilution by non-coffee products </li></ul><ul><li>Saturated market </li></ul>
  15. 15. Dunkin Donuts <ul><li>Strengths </li></ul><ul><li>Largest coffee retailer </li></ul><ul><li>Reputation </li></ul><ul><li>In house baked goods </li></ul><ul><li>Weaknesses </li></ul><ul><li>Unhealthy foods </li></ul><ul><li>Little global recognition </li></ul><ul><li>Opportunities </li></ul><ul><li>Alternative cooking oils </li></ul><ul><li>Partnership with Proctor & Gamble </li></ul><ul><li>Introduction of new “trendy” beverages </li></ul><ul><li>Threats </li></ul><ul><li>McDonald’s McCafés </li></ul><ul><li>Extensive advertising </li></ul>
  16. 16. McDonald’s <ul><li>Strengths </li></ul><ul><li>Great global brand recognition </li></ul><ul><li>Environment commitment </li></ul><ul><li>Coffee credibility </li></ul><ul><li>Weaknesses </li></ul><ul><li>Unhealthy connotations </li></ul><ul><li>Opportunities </li></ul><ul><li>McCafés </li></ul><ul><li>Beverage expansion </li></ul><ul><li>Threats </li></ul><ul><li>Starbucks drive-thru </li></ul><ul><li>Starbucks breakfast sandwiches </li></ul>
  17. 17. Competition Survey Data <ul><li>Correlation between Gender and Preferred Coffee Shops </li></ul><ul><li>More Males Preferred Dunkin Donuts and McDonald’s </li></ul><ul><li>More Females preferred Starbucks </li></ul><ul><li>Correlation between Preferred Coffee Shops and Reasoning </li></ul><ul><li>Majority Preferred Starbucks because of Quality </li></ul><ul><ul><li>Not for Price due to Starbucks prices being 20% higher than competitors </li></ul></ul><ul><li>Dunkin Donuts received a high rating for quality and price </li></ul>
  18. 18. Campaign Objective <ul><li>To create an advertising campaign that will persuade and remind coffee buyers that Red Barn Coffee Roasters does not only brew excellent coffee, but also gives the small town New England feeling of a warm, local environment for their customers to enjoy. </li></ul>
  19. 19. Target Audience <ul><li>Primary </li></ul><ul><ul><li>Local working class ranging 25-40 </li></ul></ul><ul><ul><li>Specifically people working in the Financial District and Gov’t Center </li></ul></ul><ul><li>Secondary </li></ul><ul><ul><li>Tourists around Boston ranging 30 and up </li></ul></ul>
  20. 20. Slogan <ul><li>“ Start your day the New England way!” </li></ul>
  21. 21. Media Strategy <ul><li>Run through early Spring and Summer </li></ul><ul><li>Pulsing strategy </li></ul><ul><li>High frequency through spring and summer months </li></ul><ul><li>Regular advertising all year round </li></ul><ul><li>Distinguish location </li></ul>
  22. 22. Media Mix <ul><li>Business card / coupon </li></ul><ul><ul><li>Hotels and local businesses </li></ul></ul><ul><li>Outdoor sign </li></ul><ul><li>Radio commercial </li></ul><ul><ul><li>92.9 WBOS </li></ul></ul><ul><ul><li>100.7 WZLX </li></ul></ul><ul><ul><li>850 AM WEEI </li></ul></ul>
  23. 23. Business Card Front
  24. 24. Business Card Back
  25. 25. Outdoor Sign
  26. 26. Radio Commercial <ul><li>Stations: </li></ul><ul><ul><li>850 AM WEEI </li></ul></ul><ul><ul><li>100.7 WZLX </li></ul></ul><ul><ul><li>92.9 WBOS </li></ul></ul><ul><li>Air Time: </li></ul><ul><ul><li>6 AM – 10 AM Mon. – Fri. </li></ul></ul><ul><ul><li>During Red Sox home games </li></ul></ul><ul><ul><li>Special weekend times </li></ul></ul>
  27. 27. Radio Advertisement <ul><li>Radio Ad Description </li></ul><ul><li>OPENING SOUND: City congestion (Traffic, Horns, Construction Work, Disgruntled Commuter Yelling in Boston Accent). </li></ul><ul><li>Dialogue: Between Customer and Red Barn barista. </li></ul><ul><li>SOUND: Customer sips the fresh single bean coffee and sighs with satisfaction. </li></ul><ul><li>SOUND: City congestion fades into rural nature (Birds, Nature, and tranquil New England). </li></ul><ul><li>Announcer: “City congestion cluttering your day? Try one of our high quality single bean coffees and escape to the tranquility of rural New England.” </li></ul><ul><li>Announcer: “Red Barn Coffee Roasters, start your day the New England way.” </li></ul><ul><li>Client: Red Barn Coffee Roasters </li></ul><ul><li>Product: Red Barn Coffee </li></ul><ul><li>Title: Escape to New England </li></ul><ul><li>Length: 15 Seconds </li></ul><ul><li>Writer: Red Barn Coffee Group </li></ul><ul><li>Medium: Radio </li></ul><ul><li>Playing Time: Every Hour (6AM-10AM) </li></ul><ul><li>Radio Stations </li></ul>
  28. 28. Ad Objectives <ul><li>Perception </li></ul><ul><li>Persuasion </li></ul><ul><li>Association </li></ul><ul><li>Behavior </li></ul>
  29. 29. Thank you !

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