This presentation has been created to be viewed in conjunction with a video presentation (available on YouTube) for unit BMA349 Assessment Item 2. The presentation involves a campaign pitch for Hudsons Coffee, conducted by the marketing agency Squibs.

1. Join the conversation
WHO ARE WE?
• Squibs specialises in providing high-quality marketing
communications analysis, strategies and campaigns.
WHY SQUIBS?
• A well educated, experienced and highly capable team.
• Commitment to innovative and workable solutions.
• Successful track record, backed by a strong research base.
• WE WORK WITH YOU!

2. HUDSONS COFFEE: PROFILE
THE PRODUCT
• Reliable commuter coffee and café beverage provider
• Complementary products also offered (cold beverages, snack
and lunch food)
TARGET MARKET
• Primary: Commuting business people
• 25-45 years old
• Middle-income (moderate discretionary income)
• Tertiary-level education
• ‘Visual Achievement’ psychographic category
• Secondary: High-school aged children

3. THE CURRENT MARKETING CAMPAIGN
• Sales promotions, eg. Triple chocolate drink
campaign; coffee and food deals.
• Point-of-purchase (POP), eg. In-store signage
• Print media, eg. Newspaper and magazine
advertisements

4. THE CURRENT MARKETING CAMPAIGN
• The Hudsons
Rewards Club
• Digital marketing
(primarily social
media), eg. Hudsons
keep cup Instagram
competition

5. ISSUES WITH THE CURRENT CAMPAIGN
• Recent rebranding efforts
have tried to reposition the
business to compete more
effectively with
independent coffee houses.
– But is this a good strategy for
Hudsons?
• These communication tools have not been well
integrated into the larger marketing communications
strategy.
• High-intensity competition
from both chains and
independent retailers.

6. SO – WHAT DO WE DO?
• ‘Fast coffee’ will be the main
growth area in Australia in
coming years.
• Keep the current target
market – it is a growth area
with great potential!

7. HOW CAN WE HELP YOU?
• The challenge: communicate with the target
market in a way that capitalises on this growth
area.
• IMC Strategy: Integrate marketing
communications to convey the values of
quality coffee and service, while retaining
efficiency and consistency.

8. HOW DO YOU IMPLEMENT THIS?
WHAT MEDIA TO USE?
• Broadcast media
– Radio – reminders
and promotions
– TV – brand
recognition
• Print media
– Newspapers,
magazines

9. HOW DO YOU IMPLEMENT THIS?
WHAT MEDIA TO USE?
• Digital marketing
– Social media – continuous interaction and for
promotions
– Website

10. HOW DO YOU IMPLEMENT THIS?
WHAT MEDIA VEHICLES?
• Public relations – builds two-way customer
relationships and gives credibility
• Sponsorship marketing – builds community
support (will assist in competition against
independents)
• Environmentally friendly expectations must be
met
• Interactive campaigns (these need to be
regular and timely)

11. THANK YOU
• FURTHER INFORMATION
– Please don’t hesitate to contact your dedicated team
member, marketing consultant Nina Barnett.
– Ph. 0404 040 404
– Email. nbarnett@squibs.com
– Or visit our website for more information on what we
do, our consultants and previous campaigns –
www.squibs.com.au
• All images coutesy of the Hudsons website and Facebook pages:
http://www.hudsonscoffee.com.au/
https://www.facebook.com/HudsonsCoffee/timeline