LONDON - Coffee Nation, the self-service coffee brand, has hired bd-ntwk to handle its first major UK direct campaign.
After a pitch against undisclosed agencies at the end of last year, Coffee network set out to promote its label name. The first company they used is BD-ntwk.
BD ntwk is a network of people, ideas and locations and is a privately owned communications agency. Their motive is to achieve results with big brand ideas delivered by passionate, dedicated individuals, and they contribute in big ways to growing some of the world’s leading brands.
Coffee nation has tasked BD-ntwk with educating consumers about Coffee Nation’s products in a campaign covering various areas of direct media, which include sampling, in-store collateral, point of purchase and radio campaigns. BD-ntwk has also designed a fresh cup design for Coffee Nation.
Coffee nation did not stop at using the help of one promotional marketing company but also tasked a product design company agency called Seymourpowell to create the fascia for a coffee machine. This new fascia was used to launch a redesigned compact coffee machine at the 2008 Convenience Retail Show in Birmingham.
Coffee nation also ran a scratchcard promotion offering many prizes such as iPod shuffles, drink upgrades and travel mugs to promote its label name.
Here we can see how Coffee nation has used the method of ‘retailing’ to allow economic growth in the market. If we consider the four Ps to create value in retailing, there is product, price, promotion and place. If a company wanted to improve its sales by adjusting its retailing methods, they should improve one of the four Ps. In most company’s cases, it is quite hard to change the price of the product. However here in Coffee nation’s case, they changed the ‘product’ – by creating a new cup, used various methods of ‘promotion’ to promote its label name, and carefully chose the ‘place’ they used to promote the label name (for example the Convenience Retail Show).
The result of this is that Coffee nation now has more than 550 coffee machines located in motorway petrol forecourts and convenience stores across the country, and claims to have sold more than 40m cups of its coffee since it began trading.
BD ntwk is a network of people, ideas and locations and is a privately owned communications agency. Their motive is to achieve results with big brand ideas delivered by passionate, dedicated individuals, and they contribute in big ways to growing some of the world’s leading brands.
Coffee nation has tasked BD-ntwk with educating consumers about Coffee Nation’s products in a campaign covering various areas of direct media, which include sampling, in-store collateral, point of purchase and radio campaigns. BD-ntwk has also designed a fresh cup design for Coffee Nation.
Coffee nation did not stop at using the help of one promotional marketing company but also tasked a product design company agency called Seymourpowell to create the fascia for a coffee machine. This new fascia was used to launch a redesigned compact coffee machine at the 2008 Convenience Retail Show in Birmingham.
Coffee nation also ran a scratchcard promotion offering many prizes such as iPod shuffles, drink upgrades and travel mugs to promote its label name.
Here we can see how Coffee nation has used the method of ‘retailing’ to allow economic growth in the market. If we consider the four Ps to create value in retailing, there is product, price, promotion and place. If a company wanted to improve its sales by adjusting its retailing methods, they should improve one of the four Ps. In most company’s cases, it is quite hard to change the price of the product. However here in Coffee nation’s case, they changed the ‘product’ – by creating a new cup, used various methods of ‘promotion’ to promote its label name, and carefully chose the ‘place’ they used to promote the label name (for example the Convenience Retail Show).
The result of this is that Coffee nation now has more than 550 coffee machines located in motorway petrol forecourts and convenience stores across the country, and claims to have sold more than 40m cups of its coffee since it began trading.
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