Bailey Advertising Agency is pitching a marketing strategy to Hudsons Coffee to address current issues: lack of synergy between old and new branding, little media coverage representing the old brand, and inability to differentiate from competitors. The proposed strategy is to synergize Hudsons' brand image across all communication channels, increase advertising through radio, print, and billboards. Large-scale partnerships are also suggested with Qantas Airlines or health professionals to leverage their trustworthy reputations.

1. Meg Bailey – Bailey Advertising.

2. Bailey Advertising Agency
 Bailey Advertising prides itself on
creating successful strategies within the
marketing communication world.
 We are all about communication and
what that means to consumers.
 We communicate the message
effectively and successfully.

3. Current Strategy Issues
 1. Lack of Synergy
 2. Lack of Media Coverage
 3. Lack of Differentiation.

4. 1. Lack of Synergy
 There is a lack of synergy within the
current campaign.
 Not a smooth transition between the old
and new.
 This is represented by the logo, interior
and colour scheme.
 Results in an inaccurate reflection of the
current brand image.

5. 2. Lack of Media Coverage
 Little media coverage of the brand.
 Most advertisements are representing
the old brand image and values.
 No consistent message advertised.

6. 3. Lack of Differentiation.
 Hudsons Coffee does nothing to stand
out from competitors such as Gloria
Jeans and Starbucks.
 Difficult to differentiate the coffee brands
from one another.

7. Revised Marketing
Communication Strategies.
 1. Synergize the brand image to reflect
the desired Hudsons Coffee image.
 Make all channels of communication the
same.

8. Revised Marketing
Communication Strategies.
2. The channels of communication should
then increase to:
 Radio
 Print Media
 Billboards

9. Larger Scale
Collaboration with either:
 Qantas
‘Our airline’s coffee of choice’
OR
 Doctor/Health Care Professional
- ‘Coffee is good for you and this is why I choose to
drink Hudsons’

10. Large Scale:
 The two collaborations present trust
worthy role models within society to trust
and associate the brand with.
 Therefore people within hospitals or
airports may gravitate toward a brand
they know and trust.

11. Thank you for your time and
attention.
 We hope you decide to choose Bailey
Advertising, the number one agency for
communication success!
 There is now time for questions &
feedback.

12. References
 Campaign Brief 2012, Hoyne Designs rebrands Hudsons Coffee – embraces spirit of
popular independent cafes, Campaign Brief, viewed 14 March 2015,
http://www.campaignbrief.com/2012/02/hoyne-design-reposition-and-re.html
 Emirates Leisure Retail 2010, Our Brands: Hudsons Coffee, Emirates Leisure Retail,
viewed 12 March 2015, http://www.emiratesleisureretail.com.au/brands.html
 Hoyne Branding 2015, Hudsons Coffee, Hoyne Branding, viewed 14 March 2015,
http://www.hoyne.com.au/branding/case-study/hudsons-coffee/#.VQf8eEKYndl
 Hudsons Coffee 2015, About Us, Emirates Leisure Retail, viewed 12 March 2015,
http://hudsonscoffee.com.au
 Hudsons Coffee – The Bussiness of building a coffee chain 2007, Youtube, Jayne
Edwards reporting for ABC Television, Australia, viewed 12 March 2015,
https://www.youtube.com/watch?v=QNZrR-g0tlw
 The Huffington Post 2013, 11 Reasons You Should Drink Coffee Everyday, The
Huffington Post, viewed 16 March 2015,
http://www.huffingtonpost.com/2013/10/17/coffee-health-benefits_n_4102133.html