Campaign: Barista Lavazza
pitching for the consistency and quality of their coffee across their outlets
as compared to their competitor and biggest player Cafe Coffee Day.
Brand: Barista Lavazza
Core Idea: Comparative Advertisement Campaign "Barista Vs CCD"
This would
be a comparative advertisement campaign which would showcase that the customers
get the same taste and quality of their favorite coffee in all the outlets of Barista, wherever it may be!
TG: The target group is young, 16- 35 years old, urban,
educated, loves café culture, particular about their coffee, frequents cafes –
usually has their coffee in different outlets in same city or different cities.
Discovery: A café chain provides the same coffee and
experience across its outlets and gives you a feeling of familiarity. If the
core product is not of same taste and quality in all the outlets of any food/café
chain, it ends up becoming a very big bad experience and disappointment for the
customer.
IDEA:
Barista undertakes a customer survey involving the café visitors
across a set of cities. The survey would ask the customers for their
experiences in different outlets. It would ask them about the taste,quality,service
at various outlets, primarily focusing on
the product, i.e., coffee. It would also point out on the list of coffees and which
ones tend to be inconsistent. For example – Café Frappe is the signature cold
coffee of Café Coffee Day (CCD) and happens to be very inconsistent in taste.
The results would tend to show that the quality of the
coffee is very inconsistent in case of the competitor café coffee day across
the outlets. The taste tends to be different and not standardized. On the other
hand, the taste and quality in Barista outlets tends to be comparatively same
and consistent.
Based on the findings of the survey, Barista can launch a
campaign.
Place :
1. Posters,Standies in the outlets and the coffee
tables
2.
Publish the survey results with campaign in print media.
3. Launch the entire campaigns with survey results on
website
4. Also launch the campaign on Social Media – Facebook and
Twitter!
