Rebranding Qwikys


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Rebranding Strategy for Qwiky's in India.

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Rebranding Qwikys

  1. 1. Rebranding QWIKY’S Riya Ninan – 235 Renuka Sanji - 20
  2. 2. Coffee Market In India <ul><li>Domestic coffee consumption grew five per cent in 2008 to 85,800 tonnes in 2009 * </li></ul><ul><li>The 5-6% growth rate in coffee consumption is owing to the following identified reasons: </li></ul><ul><ul><li>Rising income levels </li></ul></ul><ul><ul><li>Growing exposure of the middle class to Western culture and lifestyle </li></ul></ul><ul><ul><li>* Business Line – Sept ‘09 </li></ul></ul>
  3. 4. QWIKY’S <ul><li>Inception in the year 2000 aiming to re create Western casual coffee culture , in India </li></ul><ul><li>Sold 3 times the cups of coffee than the initial projection in the first year </li></ul>
  4. 5. Situation <ul><li>Lack of innovative distribution channels </li></ul><ul><li>Poor locations of existing outlets </li></ul><ul><li>No differentiating factors in terms of product offerings, ambience, or experience. </li></ul><ul><li>Lack of a strong brand </li></ul><ul><li>personality </li></ul>
  5. 6. Market Potential <ul><li>Coffee consumption market in India: 85000 tonnes (5 th largest consumer) </li></ul>
  6. 7. Need assessment <ul><li>The retail café chain industry in India is </li></ul><ul><ul><li>no longer about popular beverages or hang-outs, but a highly scrutinized, structured form of service in terms of availability and quality of service. </li></ul></ul><ul><li>Fast Food over Nutrition </li></ul><ul><li>Cost over Substantial diets </li></ul>
  7. 8. Strengths <ul><li>Existing outlets of 50+ stores in South India and 20+ in North </li></ul><ul><li>Only chain that provides South Indian filter coffee </li></ul><ul><li>Infrastructure ( used for coffee kiosks in Delhi and Chennai) </li></ul><ul><li>Over 100 varieties of coffee </li></ul>
  8. 9. Opportunities <ul><li>Increasing size of the On-The-Go consumer base in India. </li></ul><ul><li>Pursuit of efficiency and time management </li></ul><ul><li>Increasing fast food culture </li></ul><ul><li>Increasing number of toll booths on national highways </li></ul><ul><li>Large number of franchisee applications – </li></ul><ul><li>increasing number of stakeholders </li></ul><ul><li>Human resource : Part time employees from </li></ul><ul><li>colleges, plenty of cheap labour available for </li></ul><ul><li>part time profiles </li></ul><ul><li>Value for money – Qwiky’s coffee has maintained </li></ul><ul><li>the ‘affordable coffee’ perception since the </li></ul><ul><li>beginning of inception </li></ul><ul><li>Absence of competitors in the advertising space </li></ul>
  9. 10. Weaknesses <ul><li>Poor locations </li></ul><ul><li>Lack of strong differential </li></ul><ul><li>advantage </li></ul><ul><li>Weak brand image </li></ul><ul><li>Average Taste and quality </li></ul>
  10. 11. Threats <ul><li>Competition : Café Coffee Day and Barista </li></ul><ul><li>High expectations of coffee quality </li></ul><ul><li>Time spent on road : Long distance vs Short </li></ul>
  11. 12. Critical issues <ul><li>Educating and Communicating the plan </li></ul><ul><li>Short Term and long time goals </li></ul>
  12. 13. Big Idea – QWIKY’s Mobile coffee <ul><li>With adequately trained barristers, and coffee manufacturing equipment in place, Qwiky’s is ready to target the ever growing coffee market in India </li></ul><ul><li>A distinctly different and niche target audience. </li></ul><ul><li>‘ Mobile coffee’, a concept currently earlier </li></ul><ul><li>prevalent only in the West, targets the </li></ul><ul><li>typical busy morning </li></ul>
  13. 14. Vision statement <ul><li>To be identified as the No.1 ‘On-The-Go coffee’ provider in India for the on-the-go consumer category anytime, anywhere . </li></ul>
  14. 15. Budget <ul><li>START UP EXPENSES </li></ul><ul><li>Legal Expenses: 2 lakh </li></ul><ul><li>Insurance : 5 lakh </li></ul><ul><li>Mobile Vans: ( TATA Winger ) </li></ul><ul><li>Price – Rs. 4.7 – 6.7 lakh </li></ul><ul><li>Customisation : Rs. 1 lakh </li></ul><ul><li>Vehicle revamping and branding :Rs. 1 lakh </li></ul><ul><li>Marketing Promotions: Rs. </li></ul><ul><li>Launch : Rs. 2 lakh </li></ul><ul><li>Advertising : (Print and OOH ) : Rs. 5 lakh </li></ul>
  15. 16. Product Offering <ul><li>The usual coffee salver: </li></ul>
  16. 17. Qwiky’s new offering <ul><li>Qwiky’s current product offering includes 3 types of coffee </li></ul><ul><ul><li>‘ JetFuel’ – Extra strong </li></ul></ul><ul><ul><li>‘ Kick Start’ – Strong </li></ul></ul><ul><ul><li>‘ Ignition’ – Mild </li></ul></ul><ul><ul><li>“ Coffee + Newspaper”: </li></ul></ul><ul><ul><li>Your daily dose of the hot </li></ul></ul><ul><ul><li>headlines and hot coffee </li></ul></ul>
  17. 18. Consumer Profiling <ul><li>The On-The-Go Indian category currently constitutes % of the total population, typifying the growing paradigm shift from lazy elaborate mornings, to cereal-coffee-newspaper-car breakfast culture among young adults. This is the category that Qwiky’s in its new on-the-go </li></ul><ul><li>avatar aims to befriend. </li></ul>
  18. 19. <ul><li>Busy, but invests time to keep up with the trends </li></ul><ul><li>Short term gains and emotional gratification </li></ul><ul><li>Driven by achievement, ambition and recognition </li></ul><ul><li>Media touch points are maximum in this category: OOH, TV, Radio, Web Marketing </li></ul>
  19. 20. <ul><li>Toll Plazas </li></ul><ul><li>Petrol Bunks </li></ul><ul><li>Airports </li></ul><ul><li>Times Of India </li></ul>Tie – Ups
  20. 21. <ul><li>Launch: </li></ul><ul><ul><li>Free coffee can be distributed at all the locations, as part of the launch activities. </li></ul></ul><ul><ul><li>This informs and attracts the consumers who are then encouraged to go in for a daily purchase. </li></ul></ul><ul><ul><li>Print ads in the morning newspapers </li></ul></ul><ul><ul><li>Outdoor hoardings </li></ul></ul>Branding & Marketing
  21. 22. <ul><li>New Media : </li></ul><ul><ul><li>Website: </li></ul></ul><ul><ul><li>A website brings about a formal branding to the coffee shop as well as contributing to the online sales business. </li></ul></ul>
  22. 23. <ul><li>Social Media: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>What better way to communicate </li></ul></ul><ul><ul><li>your point than a blog. </li></ul></ul><ul><ul><li>Economical and a proven </li></ul></ul><ul><ul><li>technique. </li></ul></ul><ul><ul><li>The blog following would just </li></ul></ul><ul><ul><li>extend out to being loyal </li></ul></ul><ul><ul><li>customers as well. </li></ul></ul>
  23. 24. <ul><ul><li>Twitter </li></ul></ul><ul><ul><li>With the services of a Mobile van, the current location of the van can be tweeted online so that consumers can track the vehicle and accordingly purchase coffee </li></ul></ul>
  24. 25. <ul><ul><li>QWIKY Swipe for Coffee Cards </li></ul></ul><ul><ul><li>The QWIKY Swipe for Coffee card, built around the model of the CCD ‘ My Coffee’ card, allows the customer to keep ‘coffee credits’ </li></ul></ul><ul><ul><li>These cards will be available at all Qwiky outlets for a price of Rs. 100 for 20 days of coffee and newspaper, and will require him to only swipe his card at the toll junctions or petrol pumps for his daily coffee and news. </li></ul></ul>
  25. 26. Mobile Vans
  26. 27. Letter Heads
  27. 28. Visiting Cards
  28. 29. Uniforms
  29. 30. <ul><li>Thank You </li></ul>