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May 8, 2001
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Money > Business Headlines > Report May 8, 2001 |
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Tata Coffee in vending unit pushSunanda Sanganeria in New Delhi In its latest marketing initiative, Bangalore-based Tata Coffee Ltd has drawn up plans to expand the number of vending machines across the country to offer its brands -- Tata Cafe Jiffy and Tata Kaapi Express. Harish Bijoor, vice-president of Tata Coffee, said: "Today retailing is booming in the country and out-of-home spends in every category are on the upswing. We intend to provide Tata Cafe Jiffy and Tata Kaapi Express at arm's length through the vending machines." Bijoor said, "The vending machines will cater to hot coffee requirements and every machine will dispense coffee at a pre-fixed temperature, thus offering consistency." He said the company plans to increase the number of vending machines to 6,000 in this financial year from the existing 2,300 machines. He added that though the focus would be to spread the network in every region, special emphasis would be laid in Northern region where the coffee hawked though vending machines is in vogue. Bijoor said that more machines would be made locally, but some would be imported from Italy. Bijoor said, "We will offer a mix of two variants, thus giving the consumer a choice of roast-and-ground coffee and instant coffee." He added that each variant will come at a price peg of its own. Refusing to comment on the investment and the expected revenue, he said, the company has built a unique revenue model on these machines where it will offer space on the machine panels for advertising. He said, "A marketer will be able to advertise through 6,000 market-centric locations. These panels will be out on hire for one to three months." This is to avoid advertising fatigue on the machines, he added. "Even our coffee cups are open to advertising and we intend serving as much as 40 million cups," Bijoor said. Powered by YOU MAY ALSO WANT TO READ:
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