A Presentationeomarketing

Rise&Grind

Nescafe’ Experiential Activation

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Intellectual Property

Nestle Kenya are looking to revamp the sampling activities and see how they can use this platform to generate sales

Neo Marketing has been tasked to come up with an end to end Experiential Market-ing and Communication Services including Sampling, Promotions and Events Man-agement

Scope of activation is Nairobi for a period of 12months

Brief

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Nescafe offers a wide variety of coffees that fit the key consumer need states Nescafe coffees can be depended on for satisfying consumer expectations of taste and quality

Create awareness for the various Nescafe SKU’sin the marketREPOSITION Nescafe as the convenient Brand of choice to stimulate alertness, whenever needed, throughout the day. To ensure Nescafe is top of mind

Introduction

Objectives

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Age 21 and over

Has disposable incomeIs a coffee lover

Creative individuals who always remember to do a Coffee refill whenever they out Shopping

An early riser or late worker(manage their own time) thus needs a good dose of coffee to boost their day

Target Audience

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Nescafe is a premium brand retailing at a premium price and as such turns some customers off from purchase

It faces stiff competition in the market from other coffee manufacturers as well as brewers e.g. artcafe and Nairobi Java House

Challenges

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Key InsightsI read about the health benefits of coffee and stuff but all I know is A rose by any other name would not smell as sweet as coffee in the morning

My life begins with a cup of Coffee

My friends and their friend more often than usual Lounge and have a constructive convo while coffee cupping.

Stuff like blog,update their online profiles, crack a ware or upload a video or something on they lil’ funky gadgets.

These smart guys also remind you to make a cup of coffee as you wait for the new Operating Sytem to finish innitialising.......Downloading 20%....15 minutes remaining.

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WHO THE HELL MOVED

MY COFFEE?

InWOLVERINE

enough of the whatever coffee, let me break bread with you guys on my Nescafe’,

If its that time of the month and cant count enough to share between Soap and Coffee, I can intuitively tell how many Scoops are left and wont forget to refill the tin with a satchet or two.

Good breakfast is cool and all but sometimes all I need is a bubbling creamy cup of Nescafe with one sugar and am ready to roll.

They offer these long satchets in hotels and offices that always find themselves in my hand bag when repacking. My bad! Somehow nobody minds... you’ll find new ones there later.

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CafeOur Intervention

Pop up cafe lounge

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We aim to reignite Cool and chill in Kenya and stimulate the appreciation of Coffee and Obviously Nescafe’

The Coffee drinking market has been there... it only has to be reminded nothings better than Nescafe’ as we intiate new recruits.

Spilt Beans

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Cafe Nescafe’ is a distinctive emotional atmosphere that is sensed intuitively amongst a pair or group of people

Nescafe always has a conversation around it whether face to face, while reading or on social media

Neo Marketing will position this feeling to Nescafe customers as creating a ‘Cool vibrant vibe’

Leverage on the ‘good vibe’ to create a roving experience that will in turn form a coffee drinking culture

Strategy

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Touch PointsStreet ActivationsEventsCampus ActivationsMalls

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Inorder to excite customers, we will have strategically positioned street activations aimed at consumer sampling

We will position our highly visual Nescafe sampling cart on selected round-abouts

The sampling cart will be roving and as such will be positioned on a different high traffic round about on different days

Street Activations

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Inorder to excite customers, we will have strategically positioned street activations aimed at consumer samplingWe will position our highly visual Nescafe sampling cart on selected round-aboutsThe sampling cart will be roving and as such will be positioned on a different high traffic round about on different days

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Our edgy looking champions will entice customers to step in and experience Nescafe’

The air will smell of that tantalizing coffee aroma and elaborate branding will set the mood as well as enhance visibility

The wifi password request page which is the campaigns landing page will bear Nescafe’s Products and their price ranges

Free Wifi will allow customers to work or vibe with their friends

We will have a secret Nescafe password that will only be issued out to paying customers

Idle seating will not be allowed

Mechanics

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Cafe

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We will have a highly visual experiential zone that will be replicated in all our touch points

A 100 seater spider tent will be pimped out with carpet, lounge seats, coffee sacks and free wifi so as to give customers the perfect ambiance to feed off of their Nescafe Vibe

Our edgy looking champions will usher customers into the lounge area how-ever the catch will be that customers must have a mug of Nescafe brewed coffee in order to use the space

Concept (Events, Campus, Malls)

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Client Service Account ManagerOperations Team Project ManagerTeam Leader Campus ActivationsTeamTeam Leader Mall ActivationsTeamTeam Leader Street ActivationsTeam

Project Management Structure

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Report Content

Sales VolumeStock LevelMarket highlightsFeedback

Daily WeeklyMonthlyQuarterly

Frequency

Daily - Sent via Mail and on the client portalWeekly, Monthly and End of project – Presentation to Wiko

Report Presentation

The insights will be used to generate recommendations and action points for specific period

Re

po

rts

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A Presentationeomarketing

Nescafe’ Experiential Activation

Presented by:Judy Wanja071 094 7217jwanja@neomarketing.co.ke