Hokey Pokey GroupB

KIRON KESAV
APARNA KRISHNAN
KINSHUK VATSA
ABHINAY VISHNOI
DEAN FARIA
SHANKHA CHAUDHURI
ROSHNI SAKHRANI
SUNNY RAUT
RAHUL NANDA
 Given the addition of ice cream/ chocolate/ whipped cream in all the 4
flavors:
1. This product should be aimed at anybody who wants a fun filled coffee
experience
2. This eliminates the serious coffee enthusiast, who may not want the
above additives in his cup of coffee
3. Age group would be from 5 to 35
 So the target consumers could be
1. college going kids who want to try something new (i.e. other than ice
cream) OR those who frequent cafes & prefer creamy coffees in general
hence the above offering feels tailor made for them
2. Kids having their first taste of an adult drink minus the bitterness
3. Parents who frequent HP with their kids
4. The Fragola Frapuccino should be popular choice from the ladies & in
general the Gujarati crowd of Mumbai who are always on the lookout for
new flavors to try out
• 23 year old MBA student of Welingkar institute.
• Lives in Colaba with her parents.
• Is generally busy with lectures, assignments,
presentations and exams on weekdays.
• Gets just a day off on Sunday from her hectic
schedule.
• Enjoys Reading, shopping, watching movies.
• Ice cream lover by birth, never misses a chance to
have a ice cream
• Believes that an Ice cream has the power to lift her
spirits
NEHAL UKANI, 23 yrs
• Coffee is what she chooses to energize herself MBA STUDENT
• Coffee & Ice cream are her partners most evenings
when she is out with her friends
 All branded cafes (Mocha’s, Coffee Day’s, Barista’s, Costa’s)
 Branded ice cream parlors (ex Baskin Robbins, Naturals, and Kwality) in
the vicinity. Baskin Robbins also serve coffee flavors (Cappuccino Blast)
 Local ice cream parlors with their set of loyal customers
 Bakeries & Pastry joints
 Any restaurant serving ice cream, cold coffee & milk shakes/juices
 Amul Kool Café & Amul Kool Koko
 Rich Flavor (ice cream/ chocolate/ whipped cream) in all the coffee’s.
Similar rich coffee is present at Baskin Robbins outlets
 Different size cups are a plus point as it offers more flexibility.
Competitors at café’s do not offer this
 Priced less as compared to similar offerings at branded café’s
 Strawberry Flavor is unique to HP
 Youngsters may find it hard to pronounce “Cofficionados” & this may
make it difficult to identify themselves with the brand
 On the other hand the name “Cofficionados” OR Coffee Aficionados
epitomizes people who are fans of the type of coffee that HP serves.
 Our suggestion is to retain the meaning while making the wording
simpler. How about Koffee Nados, with the tag line Fans of rich frothy
coffee
Cofficionados - treat yourself !
 Looking at the outlet location, print & outdoor media would be the perfect
medium to promote the offering - Cofficionados.
 Bombay Times (Westside Plus)

reach - 5-6 lakhs / Frequency - 4 weeks
 Outdoor hoardings at selective places

reach - 1 lakhs /frequency - 4 weeks
Hokey Pokey Advertising
ideas
Since we have 7 locations spread across the city, the advertising ideas are
generic and not relevant only to one particular idea.
Discount Coupons- For a new

flavor, this could be the best
form of Advertising as this
would help create awareness
and also increase trial of the
new product
This could be inserted into the

local newspapers which
circulate in the area of the store
or could be distributed in the
local supermarket etc
HOARDINGS JUST OUTSIDE
SHOPS :
For the 5 outlets that HP has, this
would be a good reminder medium
to those who have already seen
other advertising of the brand, and
would also specify location
example : Right here
INSTITUTE PROMOTIONS : This is an

advertising cum promotion initiative. This
will make the brand famous in the local
(college canteen if any, or a school) so that
people develop the taste and then get used
to it and come to the store. It could be just a
limited period offer like the Mr. Moo initiative
at WESCHOOL
The coffee could be discounted at the institute level

to encourage trial and the members of the institute
can develop a taste for the product from there.
Advertising On-Table of a
nearby restaurant : The table
space of a nearby restaurant,
(which does not serve coffee,
and which would encourage
the customers of the
restaurant to try the coffee
delicacy after their meals)
It could be placed on the table as a small standee (made out of cardboard etc, e.g.:
which we usually see for McDonalds at their stores)
Coverage
•Through the existing 7 outlets of Hokey Pokey and new outlets at select
places
Budget
•Selling & Distribution Costs works out to Rs 35 per customer which
includes the cost for real estate cost; amenities and ambience; procurement
and distribution
 Sampling
At schools, colleges and malls and theatres fill air filled makeshift baby pools
with Cofficionados and offer the public to sample it with straws
Making a competition out of it
 Tie Ups with other brands

Discounts for patrons of other brands. For Example:
- Offers for Cinemax movie goers
- Cofficianados free with the Vodafone one on one Offer
 Coupons
Give out coupons as prizes for radio and TV competitions
 Sponsorship
Take up the sponsorship of ice creams at certain school and college canteens
on select days (like Inter institute fests)
 Ambient Promotions
Coffee cups with messages announcing the arrival of the Cofficionados in

school, college and mall premises
Make a larger than life prototype of the Cofficianados at any activation
point
 Transferability
The Hokey Pokey brand name is not limited to only Ice creams. It can be
extended to other products as well. The brand name is not specific to any
culture or country and can be extended across geographical boundaries. It is
not something which will appeal to only a particular segment. The appeal
extends from kids to adults.
 Adaptability
A brand has to adapt with time. Although Hokey Pokey is only an year old it
has already adapted by introducing ‘Cofficionados’ by identifying the trend of
increasing coffee consumption by the youth. It is difficult to predict what the
future entails but Hokey Pokey can adapt quickly to changing consumer needs
as the brand is not only associated with ice creams in the minds of the
consumers.
 Protectability
Hokey Pokey is a Trade Mark name which is unregistered but it is an

intellectual property none the less. Hokey Pokey should guard against ice
cream parlors being opened using its brand name in cities where it
currently does not have presence.
 Memorability
Brand name of Hokey Pokey is such that the brand recall is more among
the mind of the consumers. The logo and the jingle create a niche’ for the
brand. The packaging is also in such a way that the brand name is clearly
visible on the products.
 Meaningfulness
The brand name reinforces different kind of relationships. It relates to

magic that is created while sipping on the coffee, the magic of being with
friends, family and all those who matter.
 Likeability
The brand evokes the verbal imagery of thoughts. You think of coffee and
what pops up is the name of the brand. The visual appeal of the logo
tempts you to go and grab a cup of coffee for yourself. It creates value for
the consumers by the prima facie looks of it.

Hokey Pokey GroupB

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KIRON KESAV

 Bombay Times (Westside Plus)

 Outdoor hoardings at selective places

Discount Coupons- For a new

This could be inserted into the

INSTITUTE PROMOTIONS : This is an

The coffee could be discounted at the institute level

 Tie Ups with other brands

Coffee cups with messages announcing the arrival of the Cofficionados in

Hokey Pokey is a Trade Mark name which is unregistered but it is an

The brand name reinforces different kind of relationships. It relates to

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