Rebranding strategy for Qwiky's in India

1. Rebranding QWIKY’S Riya Ninan – 235 Renuka Sanji - 20

3. The 5-6% growth rate in coffee consumption is owing to the following identified reasons:

4. Rising income levels

5. Growing exposure of the middle class to Western culture and lifestyle* Business Line – Sept ‘09

7. QWIKY’S Inception in the year 2000 aiming to re create Western casual coffee culture , in India Sold 3 times the cups of coffee than the initial projection in the first year

8. Situation Lack of innovative distribution channels Poor locations of existing outlets No differentiating factors in terms of product offerings, ambience, or experience. Lack of a strong brand personality

9. Market Potential Coffee consumption market in India: 85000 tonnes (5th largest consumer)

10. Need assessment The retail café chain industry in India is no longer about popular beverages or hang-outs, but a highly scrutinized, structured form of service in terms of availability and quality of service. Fast Food over Nutrition Cost over Substantial diets

11. Strengths Existing outlets of 50+ stores in South India and 20+ in North Only chain that provides South Indian filter coffee Infrastructure ( used for coffee kiosks in Delhi and Chennai) Over 100 varieties of coffee

12. Opportunities Increasing size of the On-The-Go consumer base in India. Pursuit of efficiency and time management Increasing fast food culture Increasing number of toll booths on national highways Large number of franchisee applications – increasing number of stakeholders Human resource : Part time employees from colleges, plenty of cheap labour available for part time profiles Value for money – Qwiky’s coffee has maintained the ‘affordable coffee’ perception since the beginning of inception Absence of competitors in the advertising space

13. Weaknesses Poor locations Lack of strong differential advantage Weak brand image Average Taste and quality

14. Threats Competition : Café Coffee Day and Barista High expectations of coffee quality Time spent on road : Long distance vs Short

15. Critical issues Educating and Communicating the plan Short Term and long time goals

16. Big Idea – QWIKY’s Mobile coffee With adequately trained barristers, and coffee manufacturing equipment in place, Qwiky’s is ready to target the ever growing coffee market in India A distinctly different and niche target audience. ‘Mobile coffee’, a concept currently earlier prevalent only in the West, targets the typical busy morning

17. Vision statement To be identified as the No.1 ‘On-The-Go coffee’ provider in India for the on-the-go consumer category anytime, anywhere.

18. Budget START UP EXPENSES Legal Expenses: 2 lakh Insurance : 5 lakh Mobile Vans: (TATA Winger) Price – Rs. 4.7 – 6.7 lakh Customisation : Rs. 1 lakh Vehicle revamping and branding :Rs. 1 lakh Marketing Promotions: Rs. Launch : Rs. 2 lakh Advertising : (Print and OOH ) : Rs. 5 lakh

19. Product Offering The usual coffee salver:

21. Consumer Profiling 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 avatar aims to befriend.

22. Busy, but invests time to keep up with the trends Short term gains and emotional gratification Driven by achievement, ambition and recognition Media touch points are maximum in this category: OOH, TV, Radio, Web Marketing

23. Tie – Ups Toll Plazas Petrol Bunks Airports Times Of India

24. Branding & Marketing Launch: Free coffee can be distributed at all the locations, as part of the launch activities. This informs and attracts the consumers who are then encouraged to go in for a daily purchase. Print ads in the morning newspapers Outdoor hoardings

25. New Media : Website: A website brings about a formal branding to the coffee shop as well as contributing to the online sales business.

27. Twitter 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

30. Letter Heads

31. Visiting Cards

32. Uniforms

33. Thank You