Rebranding

QWIKY’S

Riya Ninan – 235Renuka Sanji - 20

Coffee Market In India• Domestic coffee consumption grew five per

cent in 2008 to 85,800 tonnes in 2009 *

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

Rising income levels Growing exposure of the middle class to

Western culture and lifestyle

* Business Line – Sept ‘09

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

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

Market Potential

• Coffee consumption market in India: 85000 tonnes (5th largest consumer)

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

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

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

Weaknesses

• Poor locations• Lack of strong differential advantage • Weak brand image• Average Taste and quality

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

Critical issues

• Educating and Communicating the plan• Short Term and long time goals

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

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.

BudgetSTART UP EXPENSES

Legal Expenses: 2 lakhInsurance : 5 lakhMobile 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 lakhAdvertising : (Print and OOH ) : Rs. 5 lakh

Product Offering• The usual coffee salver:

Qwiky’s new offering• Qwiky’s current product offering includes 3

types of coffee – ‘JetFuel’ – Extra strong– ‘Kick Start’ – Strong– ‘Ignition’ – Mild

• “Coffee + Newspaper”: Your daily dose of the hot headlines and hot coffee

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.

• 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

• Toll Plazas• Petrol Bunks• Airports• Times Of India

Tie – Ups

• 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

Branding & Marketing

• New Media :– Website: A website brings about a

formal branding to the coffee shop as well as contributing to the online sales business.

• Social Media:– Blogs What better way to communicate your point than a blog. Economical and a proven technique. The blog following would just extend out to being loyal customers as well.

– 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

– QWIKY Swipe for Coffee Cards

The QWIKY Swipe for Coffee card, built around the model of the CCD ‘ My Coffee’ card, allows the customer to keep ‘coffee credits’

These cards will be available at all Qwiky outlets for a price of Rs. 100 for 20 days of coffee and newspaper, and will require him to only swipe his card at the toll junctions or petrol pumps for his daily coffee and news.

Mobile Vans

Letter Heads

Visiting Cards

Uniforms

Thank You