University of Tasmania BMA349 Advertising and Promotion Assessment Item 2 Campaign Pitch: Hudsons Coffee

1. CAMPAIGN PITCH
Hudsons Coffee
Laura Hazell
Student ID: 181806
BMA349

2. Hawk-Eyed Marketing Agency (HEMA)
Bringing brands and customers together
* Based in Hobart, Tasmania
* Established in 2008
* 35+ years of combined experience
“We work together with our clients to establish
successful brands and long lasting customer
relationships” – Lisa Fairbank, CEO of HEMA

3. Weaknesses of current marketing
campaign
* Lack of advertising
+ Loss of existing and potential customers to
specialty coffee shops, cafes and fast food chains

4. Weaknesses of current marketing
campaign
* Reliance on core product (coffee)
+ Increasing price of coffee poses risks

5. Weaknesses of current marketing
campaign
* Low brand equity due to:
+ Minimal community involvement
+ Reputation for cheap and fast coffee

6. Target Market
* We do not recommend you alter your target
market because of:
+ Increasing price of coffee
+ Trend in specialty coffee shops and cafés

7. Recommendations
* Actively advertise using both mass and target
marketing
* Mass marketing
+ Communication tools: TV, radio, newspaper
+ Advertise new products and in-store promotions
* Target marketing
+ Communication tool: brochures
+ List menus, inform customers of SMS services
+ Place in workplaces, universities & hospitals

8. Recommendations
* Counteract rising prices of coffee
+ Choose to absorb some of the price increase of
coffee beans, OR
+ Consider placing emphasis on other products
such as tea, freshly made juices, soups or salads
 This would also help counteract effects from
increasing trend in specialty coffee shops & cafés

9. Recommendations
* Become more involved in your communities
+ Communication tools:
 Donate time, money or products to local charities
 Sponsor local events
* Will increase customers’ perceived value of
brand, AND
* Provide opportunity to promote company

10. Results
* By implementing these recommendations
your company can:
+ Increase current market share
+ Develop long lasting customer relationships