This document discusses how a beverage company can connect directly with customers through their network of over 10,000 vending machines located across major cities and corporations in India. The company targets young professionals aged 22-45 working in IT, BPO, banking and other sectors. Their vending machines provide opportunities for targeted advertising campaigns through cup branding, tent cards, leaflets, and sampling near the machines. Previous engagement examples demonstrate using these tactics to promote food and personal care products to captive audiences of professionals looking for on-the-go options.

1. CONNECTING
TO
CUSTOMERS
DIRECTLY

2. • Beverages ‘ON THE GO’
• Pioneers of the Bean2cup
machine
• Market Leaders
Quick Serves

3. Reach
• In all major cities across the country with
10000+ vending machines
• Tier 1 & Tier 2 cities in
• Karnataka
• Tamilnadu
• Kerala
• Andhra Pradesh
• Maharashtra
• Goa
• Gujarat
• West Bengal
• Punjab
• NCR
• Rajasthan
• Madhya
Pradesh

4. • Corporates
• Petrol pumps
• Malls
• Schools
• Colleges
• Hospitals
• Cinemas
• Restaurants
• Airport lounges
• Railway stations
Ubiquitous Presence

5. • IT
• BPOs
• Banking & Financial
• Manufacturing
• Services
• Media
Corporate Mix

6. Key Corporate Clients

7. • One to One contact
• Undivided attention seekers
• Compulsory viewing
– Personalized
• High Stickiness
• Relevant Reach
• Uninterrupted OTS
– Least opportunity of consumers to switch communication.
• Captive Audience
– No attention diverters
– Relaxed frame of mind
• Open to engaging with the communication
• Uncluttered and consistent presence
• Unique creative/ innovative concepts.
The Offering

8. • 22– 45 yr old professionals
• Highly qualified
• SEC A, B
• Media savvy
• High disposable income
Target Audience

9. • Well defined Target audience
• Reach out to them in their workplace
• Target audience in a very receptive mood
– Relaxed during coffee breaks
– With colleagues (key reference groups)
– Tendency for them to hang around in the pantry/facilities area and
chitchat there!
• An opportunity to convert a typical mass media campaign
to a 360 degree communication endeavor
• Uncluttered and consistent presence in highly innovative
manner
Benefits of CD Beverages in your
Activation/ Media plan

10. Media Vehicles

11. • Novel way of reaching out to
the Target audience.
• A consumer takes 4/5
minutes to have a cup of
coffee
• Exposed to your message at
least twice a day
• High brand recall
Cup Branding

12. • Promotion of the brand per se
• A new product being launched
• Announcement of a consumer offer
• Response driven mechanism
Cup Branding

13. • Distinctive shapes may be
given to attract the attention
• Displayed on the face of the
machine
• Highly visible medium
– Cannot go unnoticed since the
key pad (containing all the menu
options) is just below it
Tent Cards on Machine

14. • Leaflets can be placed near the machine
• Can be distributed by our operators in some of
the key accounts
• Lead Generation
• Response driven
Leaflets

15. • Free samples can be placed near the machine
• New products/variants could be tested
– Let customers experience product directly
Sampling

16. Previous Engagements

17. • Target Audience
– Bachelors in software companies who suffer from
paucity of time & are looking for ready to eat products
• Promotion mechanics
– Offered a 25% off on KOI & Aashirvaad.
– Free home delivery on calling a certain number
• Media vehicles
– Tent cards
– Cup branding
ITC Kitchens of India &
Aashirvaad

18. • Product
– Fairever Zero pimple control cream.
• Target Audience
– BPO professionals of Hyderabad who are prone to pimples and are looking for
fairness options.
• Hyderabad is the largest market for fairness creams
• Objective
– Generate awareness about this new variant.
– Test market the product in Hyderabad
• Media vehicles
– Tent cards
– Branding space on the cup
– Leaflets
– Sampling exercise and
– Contest to generate interest
Cavincare Fairever

19. Thank You!