Ashley Williams, Rachel Schroeder, Erin Williams, Katelyn Clem
Wolfgang Puck Coffee- Communication Brief
Problem: After researching Wolfgang Puck’s Self-heating Gourmet Lattes and its consumer market, we have learned that many consumers are worried about the chemicals in the self-heating can that react to make the beverage hot. The consumer market needs to be informed that the chemical reaction between water and calcium oxide is taking place in the “puck” of the can; the part of the can surrounding where the beverage is contained. Many consumers are misinformed and think that the chemicals are actually in the beverage itself.
Target Audience: In marketing this product, the audience being targeted is 20-40 year old “on-the-go” consumers; such as yuppies, working people who read business magazines, listen to talk radio, read newspapers, commuters, etc.
The Brand Position: The important features of this product are the taste, credibility, and the brand new self-heating can technology. This brand’s position relative to its competitors is having the advantage of the new self-heating can technology that can be stored at home or in the office and activated at the consumer’s convenience. This product’s competition is Starbucks and Barnie’s Coffee. Wolfgang Puck’s coffee is also relatively cheaper than a Starbucks or Barnie’s hot coffee, at the price of $2.25 per can. This beverage can be sold in any convenience, grocery, or reseller store, such as Walmart, CVS, Walgreen’s, Publix, etc.
Brand Imperatives: This product is unique in that world famous gourmet chef Wolfgang Puck has his name on the label. Targets will want to enjoy the product because Wolfgang Puck is famous for his popular gourmet restaurants and eateries all over the country. Since Puck is so well known as a gourmet chef, high end coffee drinker and people “on the go” will be curious and interested to try the product themselves. This drink’s personality is “gourmet chef in a can with the simple press of a button”.
Communication Objectives: To create awareness among 70% of people “on the go” about the convenient new gourmet Wolfgang Puck Self-Heating coffee in six months and to be measured by brand name recognition.
Consumer Insight: Convenience appeals to those consumers who love hot coffee beverages but don’t necessarily have the time/ resources to get to a Starbucks or Barnie’s.
The Proposition: Wolfgang Puck’s coffee is more convenient than Starbucks or Barnie’s, and coffee makers. It is easily transportable and can be heated up when the consumer wants it heated.
Support: Research will prove and be released to the consumer that Wolfgang Puck coffee is not harmful to drinkers.
Creative Direction: Wolfgang Puck’s image and celebrity status will be a focus when showcasing the product. Other prominent names in the fast paced world that could use a convenient product such as Wolfgang Puck coffee will also be focused upon. We will make sure to compare our product to what consumers are currently using for hot beverages, such as chains like Starbucks and Barnie’s, and the average coffee maker. Celebrity endorsements will be used in advertising this product to the market.
Media Imperatives: This product will be advertised in busy cities such as New York, L.A, etc. It will be advertised on TV, in business magazines, and on radio ads, especially those run during morning “talk-radio” shows, etc. pertaining to our target “on-the-go”ers.